{"id":18831,"date":"2016-02-15T00:00:00","date_gmt":"2016-02-14T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/la-rapidesa-de-lecommerce-ja-sha-imposat-en-la-classica-industria-de-la\/"},"modified":"2016-02-15T00:00:00","modified_gmt":"2016-02-14T23:00:00","slug":"la-rapidesa-de-lecommerce-ja-sha-imposat-en-la-classica-industria-de-la","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/la-rapidesa-de-lecommerce-ja-sha-imposat-en-la-classica-industria-de-la\/","title":{"rendered":"La rapidesa de l\u2019eCommerce ja s\u2019ha imposat en la cl\u00e0ssica ind\u00fastria de la moda"},"content":{"rendered":"

La immediatesa de l\u2019eCommerce est\u00e0 canviant els models d\u2019exhibici\u00f3 de la ind\u00fastria de la moda. Tradicionalment sempre s\u2019ha parlat de dues temporades: Tardor-Hivern \/ Primavera-Estiu, combinades amb col\u00b7leccions c\u00e0psula i creuer (peces d\u2019entretemps). Per\u00f2 avui dia veiem com, tant en retail com online, apareixen alhora les Rebaixes i les Noves Col\u00b7leccions sense treva fins que arriba el canvi d\u2019estaci\u00f3. Aleshores, quin sentit t\u00e9 presentar col\u00b7leccions en passarel\u00b7les i desfilades si el que es veu, i que suposadament marcar\u00e0 tend\u00e8ncia, no estar\u00e0 disponible fins 6 mesos despr\u00e9s<\/strong>?<\/p>\n

Tradicionalment, eren els dissenyadors els qui marcaven el ritme del que es podia portar i del que era d\u00e9mod\u00e9. Avui dia, amb els influencers<\/a>, ha quedat obsolet preveure amb tanta antelaci\u00f3 qu\u00e8 agradar\u00e0 (i qu\u00e8 no) als nostres futurs clients.<\/p>\n

El fast fashion<\/em> ha entrat com un hurac\u00e0 i el debat sobre la sostenibilitat d\u2019aquests esdeveniments de moda es fa evident. Marques de luxe com Burberry<\/strong> han decidit reduir les desfilades de quatre a dues l\u2019any i unir moda masculina i femenina. Per\u00f2 el m\u00e9s rellevant \u00e9s que la marca brit\u00e0nica ha decidit que totes les peces estiguin disponibles a les seves botigues<\/strong>, tant retail com online, just despr\u00e9s de la presentaci\u00f3<\/strong>, perqu\u00e8 els clients no hagin d\u2019esperar per comprar el que JA els ha agradat.<\/p>\n

Marques com Punto Blanco<\/strong> van presentar a l\u2019\u00faltima edici\u00f3 de la 080 Barcelona Fashion, on es van mostrar les peces d\u2019Hivern 2016-17, una col\u00b7lecci\u00f3 c\u00e0psula que estar\u00e0 disponible a partir del 23 de mar\u00e7<\/strong>, ja que s\u00f3n pijames, roba interior i mitjons inspirats en els personatges de la nova pel\u00b7l\u00edcula de Warner Bros, \u201cBatman vs Superman\u201d. Les peces que es van poder veure a la desfilada estaran disponibles online a partir del mateix dia de l\u2019estrena de la pel\u00b7l\u00edcula i, per tant, no ser\u00e0 nom\u00e9s una col\u00b7lecci\u00f3 disponible a partir de setembre.<\/p>\n

No cal anar m\u00e9s lluny per adonar-nos dels canvis que s\u2019estan produint en el sector de la moda. Mango<\/strong> va ocupar titulars dies abans de la inauguraci\u00f3 de la 080 Barcelona Fashion en anunciar que abandonava aquest esdeveniment per un canvi d\u2019estrat\u00e8gia que s\u2019apropa al que ja ha iniciat Inditex: presentar col\u00b7leccions noves cada 15 dies<\/strong> amb campanyes diferents cada mes que donin repercussi\u00f3 a la nova col\u00b7lecci\u00f3 en festes de llan\u00e7ament<\/strong> amb celebrities (en aquest cas, la primera \u00e9s Kendall Jenner).<\/p>\n

D\u2019aquesta manera, s\u2019acaben els cat\u00e0legs en paper per potenciar tot el canal online<\/strong>. El dissenyador Roberto Verino, que abandona la MBFWM (antiga Cibeles), va comentar en una entrevista a RTVE<\/a> que vol centrar els seus esfor\u00e7os en el canal online perqu\u00e8 hi t\u00e9 un gran creixement de vendes<\/strong>, i va afirmar que \u201cestem vivint un gran canvi en la moda, sobretot des de l\u2019aparici\u00f3 de les xarxes socials, i aix\u00f2 ha fet canviar la manera de tractar el consumidor<\/em>\u201d.<\/p>\n

\n

El 2016 ser\u00e0 l\u2019any del canvi<\/strong>, en qu\u00e8 les marques, grans i petites, han de triar una nova estrat\u00e8gia per con\u00e8ixer el seu client i decidir la manera m\u00e9s f\u00e0cil d\u2019arribar-hi.<\/p>\n

Davant d\u2019aquest canvi de panorama…<\/p>\n

Quines s\u00f3n les noves claus del negoci de la moda?<\/h2>\n<\/blockquote>\n
    \n
  1. Immediatesa:<\/strong> no serveix de res presentar col\u00b7leccions de cara a l\u2019hivern vinent si fa a penes 5 dies que s\u2019han tret les bufandes de l\u2019armari. El client necessita el que vol o desitja ARA<\/strong> i no pot esperar terminis de producci\u00f3 i distribuci\u00f3 de fins a 8 mesos per tenir aquella pe\u00e7a. See Now, Buy Now. Ho veig ara, ho compro ara.<\/li>\n
  2. La tend\u00e8ncia \u00e9s al carrer:<\/strong> per molt que s\u2019intenti, si les sneakers<\/em> daurades estan de moda, ho estan ara, i ho han decidit les instagrammers<\/em> que les porten. Dissenyar sneakers daurades per a l\u2019hivern 2017 pot ser malbaratar diners davant d\u2019un nou canvi de tend\u00e8ncia. Cal tenir aquest producte en fabricaci\u00f3 en el moment en qu\u00e8 els clients el demanen.<\/li>\n
  3. Preus m\u00e9s alts amb venda en calent:<\/strong> el que est\u00e0 de moda es pot pagar a preus molt m\u00e9s alts per la necessitat del moment. Si despr\u00e9s de la presentaci\u00f3 d\u2019una col\u00b7lecci\u00f3 es pugen immediatament els productes a la botiga online (i retail, si \u00e9s el cas), es poden vendre a un preu millor perqu\u00e8 el client els vol immediatament.<\/li>\n
  4. Categories outlet molt m\u00e9s rendibles<\/strong>: si els productes queden obsolets m\u00e9s r\u00e0pidament, augmenten els articles en una de les categories m\u00e9s visitades de la majoria d\u2019eCommerce: la zona OUTLET. Si l\u2019usuari veu els productes en una categoria associada a preus baixos, tamb\u00e9 pot ajudar a millorar el marge global dels articles.<\/li>\n
  5. Slow fashion<\/strong>: els consumidors que fugen de les tend\u00e8ncies busquen informaci\u00f3 sobre la proced\u00e8ncia dels materials, la producci\u00f3 local i la sostenibilitat de les marques, que evoquen exclusivitat i originalitat per sobre del que est\u00e0 de moda. Per aix\u00f2, el luxe continuar\u00e0 existint si aconsegueix transmetre valors com l\u2019artesania i la bona qualitat dels seus productes.<\/li>\n
  6. Ho veig ara i ho reservo -> Trunk show<\/strong>: l\u2019\u00faltima novetat a les passarel\u00b7les s\u00f3n els trunk show<\/em>, que consisteixen a poder reservar algunes peces abans que es comercialitzin. En trobem un exemple online a la web Moda Operandi <\/a>, on es poden encarregar peces de dissenyadors com Alexander Wang o Schouler dos dies despr\u00e9s de la desfilada, amb terminis de lliurament de 4-5 mesos.<\/li>\n<\/ol>\n

    Per tot aix\u00f2, cal que tant les marques petites com les grans decideixin l\u2019estrat\u00e8gia a seguir. La roba, els complements i els articles esportius van registrar 7.270.553 compradors a Espanya durant el 2014, i s\u00f3n el segon sector que m\u00e9s ven per Internet despr\u00e9s dels bitllets de transport.<\/p>\n

    Aix\u00ed que sembla que nom\u00e9s queda una opci\u00f3: canviar la din\u00e0mica de les presentacions per no marcar tend\u00e8ncies a 6 mesos vista i evitar que les marques considerades fast fashion<\/em> copi\u00efn i venguin online, abans que ning\u00fa, el producte que un altre ha presentat.<\/p>\n

    Com creus que s\u2019adaptaran les grans marques a aquests canvis?<\/p>\n","protected":false},"excerpt":{"rendered":"

    La immediatesa de l\u2019eCommerce est\u00e0 canviant els models d\u2019exhibici\u00f3 de la ind\u00fastria de la moda. Tradicionalment sempre s\u2019ha parlat de dues temporades: Tardor-Hivern \/ Primavera-Estiu, combinades amb col\u00b7leccions c\u00e0psula i creuer (peces d\u2019entretemps). Per\u00f2 avui dia veiem com, tant en retail com online, apareixen alhora les Rebaixes i les Noves Col\u00b7leccions sense treva fins que […]<\/p>\n","protected":false},"author":2,"featured_media":12648,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1729],"tags":[],"class_list":["post-18831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etrends"],"yoast_head":"\nLa rapidesa de l\u2019eCommerce ja s\u2019ha imposat en la cl\u00e0ssica ind\u00fastria de la moda | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"La immediatesa de l\u2019eCommerce est\u00e0 canviant els models d\u2019exhibici\u00f3 de la ind\u00fastria de la moda. 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