Trends & Retail: is there a place for aesthetics in the price war?
In a supermarket market dominated by price, can fashion trends really influence the act of buying? An analysis of the stylistic and strategic challenges facing textile distribution in France.
(By Perrine COCILOVO, Collections Manager - Groupe Dutexdor)
Trends: an inescapable foundation, even for mass-market products
In the world of textiles, a trend is defined as a stylistic current that influences collections from season to season. Contrary to popular belief, these trends are not dictated solely by luxury goods or catwalks. They emerge from a set of weak signals spotted at trade shows, on digital platforms and through observation of international markets.
Although the retail sector is perceived as a place where price takes precedence over aesthetics, it is nonetheless influenced by these trends. Indeed, even the discount and mass-market players - be they chains such as Action, Lidl or Primark - integrate trends into their collections, adapted to the expectations of their customers.
A different adoption cycle depending on positioning
The adoption of trends follows a logic of gradual diffusion across market segments. Luxury is the forerunner, initiating new colors, materials and silhouettes. These elements are then taken up by premium brands, then by fast-fashion chains and finally by the mass-market.
Illustration of the trend adoption cycle :
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- Fashion Week - Creation and stylistic experimentation.
- Premium brands (e.g. Max Mara) - First adaptations on accessible parts.
- Fast fashion (e.g. Zara) - Popularization of trends and first mass-market launch.
- Mass-market (e.g. Shein, Primark, GSS/GSA chains) - Adoption with a time lag, simplified cuts and color adjustments.
Thus, a color seen on the catwalks cannot be immediately integrated into supermarket collections without adaptation. Consumers have to wait until they have been exposed to this trend via intermediary retailers before it becomes desirable and commercially viable in supermarkets.
Balancing brand DNA and trends: a strategic challenge
Following a trend doesn't mean applying it uniformly. Each brand must strike a balance between innovation and identification. By understanding its market, positioning and audience, a supermarket chain can capitalize on trends by adapting them to its stylistic identity and commercial constraints.
At Dutexdor, this approach guides our choices: integrating contemporary influences without rushing the consumer, offering trendy but accessible collections, while ensuring the commercial viability of products on the shelf.
Conclusion: accessible fashion that's never out of touch with trends
The retail textile market is not just a battle of prices. Trends play a fundamental role, although their adoption is more gradual and conditioned by consumer maturity in the face of stylistic evolutions. Mastering this time lag and these adjustments is one of the keys to success in this sector.