Apparel and Beauty’s Parallel Trajectories: Tailoring vs. Multi-Functionality
Two divergent trends are appearing across the beauty and personal care and apparel categories: tailored, custom products and multi-functional products. The two trends are evidence of a growing rift between consumers who can afford personalized products, and those who need to purchase products serving multiple functions. An increased focus on status and individuality is fueling the tailored trend, which can be seen in offerings such as Alexander McQueen’s made-to-measure service and in beauty products such as La Labo’s personalized labels. On the other side of the spectrum is a need for multi-functionality as seen in beauty products that combine skin care, sun care and color cosmetics in one product and in sports-inspired apparel products that can be worn to the gym, as casualwear and loungewear.
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