Singer Rihanna went with a curious look by Dolce & Gabbana at the “Model as Muse: Embodying Fashion†Costume Institute Gala at The Metropolitan Museum of Art in New York City.
While other starlets wore feminine dresses and gowns, Rihanna showed that she's in control, in style. Rihanna's Dolce & Gabbana suit had cropped pants and the big puff sleeves that they introduced in their recent ad campaign.
Implications - Youth consumers do not identify with the gender roles that have been handed down from their parents' generation. Increasingly men's fashion is being influenced by women's and vice versa. Companies should take into account this shift in how gender is perceived when pitching a product or service to this demographic.
Female Tuxedos
Rihanna at 2009 Costume Institute Gala at the Met in NYC
Trend Themes
1. Gender-neutral Fashion - Companies in the fashion industry should capitalize on the trend towards gender-neutral products to appeal to younger consumers.
2. Feminine Menswear - Men's fashion trends are increasingly influenced by women's fashion, creating a new market for men's clothing with traditionally feminine elements.
3. Gender-fluid Marketing - Marketing strategies that challenge traditional gender roles and embrace gender-fluidity can better resonate with younger consumers and set a brand apart from competitors.
Industry Implications
1. Fashion - Fashion companies have the opportunity to innovate by creating gender-neutral and feminine menswear lines.
2. Marketing - Marketing campaigns must adapt to the shift in how gender is perceived to effectively target younger demographics.
3. Retail - Retailers can benefit from carrying gender-neutral and feminine menswear, appealing to a wider range of consumers.