Don't let COVID ruin your holiday strategy by nailing down your partywear assortment with these narratives.
As we approach the festive season, eras of nostalgia and a newfound relationship with Zoom will set the narratives for retailers’ partywear assortment.
How people will celebrate this holiday season will be impacted by the looming second wave. Read on to find out what the three most relevant partywear stories are and what retailers should build into their assortments.
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A return to happier times is just the ticket to battle the uncertainty through coronavirus. While what form traditional holiday parties will take is still to be determined, consumers are desperate for an escape. Take inspiration from Gucci’s 70s obsession or Celine’s modern update of 80s ravers.
H&M is already on it with its latest disco-inspired FW20 Studio collection. Bold hues, sparkles and statement jewelry offer a welcomed break from loungewear and basics. Brands including boohoo and Penny Black have already started promoting partywear, noting nostalgia references in place of more traditional offerings.
An era filled with vibrancy and character, this is the story to make a statement. Spotlight sequins, sparkles and high shine fabrics in womenswear. Denim flares paired with a ruffle blouse offer a more dressed down version. Menswear should focus on bold colors and 70s inspired prints to build the story. Statement shirts and tailoring paired with mock necks offer a modern take on the theme.
Draw inspiration from the women’s occasionwear stories that came out of the Fall 2020 runway season, where 80s shoulders were prominent. For layering options, consider merchandising biker jackets as a nod to the decade, while also remaining relevant this fall across age demographics. Bring the 80s look to life with more subtlety for menswear with sleek cropped trousers and pastel hues.
Zoom culture is now universal. It’s become an expected form of communication for work, a new venue for weddings and a way to celebrate holidays with family and friends while maintaining social distance. Miu Miu’s #miume campaign capitalized on this new culture, shooting it over video chat, where bold colors and statement jewelry were spotlighted. Moschino has also used this top half focused format to push jewelry.
As we head into the holiday season, unsure of what restrictions will look like, communicate phrases like “stand out on your next call” to promote bold tops. Reiss has already shifted gears from workwear focused waist-up promotions to occasionwear pieces – an easy option for menswear. Intermix also used Fashion Week’s new virtual spin to feature a Zoom looks edit.
With the UK’s rule of six and the US’ CDC guidelines encouraging fewer attendees for events, small gatherings at home are inevitable. Use the holiday season to elevate your loungewear to entice consumers to treat themselves. Savage x Fenty‘s recent men’s lounge collection offers just that and Beyoncé’s Balmain look in ‘Black Is King‘ provides ideal inspiration for quarantine chic.
Retailers are already responding to the growing demand for dressed-up comfort. Reiss’s luxe leisure collection has been heavily pushed since the start of fall, featuring premium fabrics in smarter silhouettes and soft neutrals – all key trends to this story. Vince has promoted silk skirts to “embody the comfort of loungewear” – a clever strategy to promote dressier pieces under the guise of loungewear.
Contributions by Retail Analysts Tara Drury and Avery Faigen.