In the ever-evolving fashion industry, staying true to core values while embracing innovation is a key strategy.
- Helen Rix emphasized the importance of maintaining brand DNA while prioritizing sustainable growth and consumer communication.
- Lauren Roberts highlighted Hurr’s success through innovative practices and utilizing community-generated data insights.
- Natalie Grant shared Baukjen’s vision to revolutionize fashion with a focus on sustainable long-lasting designs.
- The rapid shift towards sustainable fashion has been met with enthusiasm across the industry.
In a time of constant change and disruption, the fashion industry demands adaptability and resilience. At the recent Drapers Inner Circle Summit, industry leaders shared their strategies for success. Maintaining the core identity of a brand and effective communication with consumers are pivotal aspects of sustainable growth, according to Helen Rix, co-founder of Rixo.
Rix further stated, “I think our product is still very similar to what we were selling nine years ago when we launched in our living room. Staying true to the DNA and the core of what the brand is like – womenswear, particularly dresses – is what we do really well, and we’ve stuck to that.” Rixo’s approach underscores the importance of authenticity and consistency in a brand’s offerings.
Hurr, a platform dedicated to rental fashion, thrives on constant innovation and data insight. Chief Operating Officer Lauren Roberts noted their unique approach: “It’s funny, because in some ways, it’s really counter to what investors and everyone always tells you to do. Everyone says do one thing and do it really well. And we’ve kind of done the opposite.” This methodology, grounded in the rich data from their peer-to-peer community, enhances Hurr’s offerings continuously.
Meanwhile, Baukjen has taken a proactive stance in redefining the role of a fashion brand amid industry’s environmental challenges. Design Director Natalie Grant expressed the company’s intent to lead by example in promoting sustainable practices. She acknowledged the pervasive issue of fashion waste and the necessity to shift towards designs with ultimate longevity.
Moreover, the momentum towards sustainable fashion is accelerating. Helen Rix voiced her amazement at this growth, recalling earlier discussions with fabric agents about the burgeoning interest in sustainable materials. “I am constantly amazed and excited by the amount of people that we meet day to day that really share our passion,” she remarked, highlighting the collective enthusiasm for sustainability.
Fashion leaders are transforming the industry by balancing adherence to core principles with forward-thinking innovations.
