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That doesn’t even account for those who travel to Walnut Street as a destination shopping experience and work near the corridor. These shoppers, says Sarah Owens, senior editor of global trend-forecasting company WGSN’s The GenZ Equation , are the changing face of luxury. “Luxury [to this generation] is to go to SoulCycle and treat yourself to an avocado toast, instead of going to buy those new Gucci loafers,” Owens said. A pair of shoes that you can share on social media once or twice doesn’t have the legs that it once did. The new luxury is convenience, culture, wellness, and sustainability.” And when clothing is involved, it’s not just enough to sell it. Fashion needs more. The most successful clothing brands are content creators, too. A few years ago, Scotch & Soda partnered with Airbnb to rent out an apartment in the heart of Amsterdam for a relatively cheap price. The pad was decked out in Scotch & Soda items that you could buy if you wanted, but the whole idea was to get you to post on Instagram that you were there. Even if you didn’t stay, you might follow the brand on Instagram, and buy the clothing you saw on their feed. Not only did they sell clothes, but they sold this particular lifestyle. “It was brilliant,” Owens said.
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