Established brands test out gender-neutral concepts
Implications - As the gender-neutral movement continues to influence across industries, established retail brands are beginning to experiment with non-binary concepts of their own. Either incorporated into the product design itself or in the form of a retail strategy, gender-free concepts from storied brands prove that consumers are not only becoming critical of the origins and impact of every product they purchase, but also of the cultural significance of the narrative that product buys into.
Workshop Question - If you are a large brand, how can you better use your influence to positively impact society? If your brand is smaller, what approach can you take to advocacy that aligns you with your customer?
Trend Themes
1. Gender-neutral Clothing Lines - Retailers and fashion brands experiment with gender-neutral concepts to offer an inclusive fashion option.
2. Combining Men's and Women's Fashion Shows - Fashion industry aims for gender-inclusive fashion shows to break down rigid gender classifications.
3. Subversive and Inclusive Advertising Campaigns - Fashion brands use powerful women icons, transgender models and subversive messages in advertising campaigns to override traditional gender stereotypes.
Industry Implications
1. Fashion and Retail - Retailers and brands aim at breaking down gender-specific division by offering gender-neutral clothing lines.
2. Advertising and Marketing - Campaigns aim at being subversive and innovative, using new and diverse icons, to appeal to millennial consumers who reject rigid gender ideals.
3. Fashion Shows and Events - Fashion shows aim for a mix of men's and women's clothing to break down gender barriers and become more inclusive in their showcasing of gender fluidity.
