TREATS FOR YOUR FEET FOR SS20 & BEYOND: MICAM TREND REPORT

Imagine a trade show which showcases footwear from all over the world, and imagine how big that would be. Treble that and you might be somewhere near imagining the MICAM trade show which has just closed in Milan. 2019 was the fiftieth anniversary, and 88th edition, which showcased products from over 1k companies and had more than 44k trade visitors. The five day event for buyers, sellers, designers, distributors and selected press, to come and check out the trends for the SS20 and beyond is a vital factor in forecasting.

Dedicated to keeping up to date with the forthcoming footwear and fashion trends, prediction agency WGSN gave some informative presentations on the future of the consumer psyche. Including retail observations and customer buying habits, which are affected by the current social and political landscape.

However it is the next generation of globally connected, socially aware  Generation Zers (born in the mid-1990s and the first decade of the 2000s), who are coming of age into an era of social, technological and environmental change, and are the future of shopping.

With questions covering important topics such as trends, sustainability and emotional shopping, the floor was buzzing with a common thirst for knowledge.

Here is a breakdown of industry concerns.

SUSTAINABILITY

The shopping landscape is slowly turning into one which is concerned about the future of the planet. Stores will have to address ethical issues in order to keep customers, and labels will have to ensure that the ethics of their brand speak to their client’s conscience as well as their desire to be stylish.

Clothing and footwear are an important way to comment on social and political issues and fashion can be an empowering method of expression- and elongating the product lifestyle, is a buzz phrase with savvy and socially conscious shoppers.

Compared to food and cosmetics, sustainable fashion is lagging behind, as younger consumers are rejecting traditional models of shopping second hand, so labels have had to find ways of communicating with them. Generation Z is more prepared to open their wallets for a brand that promotes causes about social impacts, such as climate, LGBTQ, racial or social justice.

Brands need to be sustainable, socially engaged and pro-active in terms of auditing their carbon and human rights policies, to gain millennials as clients. If they are credible and display a sense of social responsibility, younger people are more likely to shop their goods.

EMPOWER UP

Young millennials are the future consumers and are laying the ground for consumer habits. With an elevated consciousness, these digital natives have sustainability at the forefront of their purchasing. The Empower Up trend combines eco-sustainable designs with fun, kitsch embellishments. Whether this is with a nod to OTT punk rock or modern African culture. The trend expresses joy with bright, lively colours, and with a slightly faded quality inspired by sportswear, recalling vintage models of the 1980s.

Especially relevant as consumers want to know that the supply chain consists of renewed and reusable materials. With a belief in a circular economy – waste is eliminated, and recycling is key, which is relevant in styles, designs and inclusivity of cultures.

CODE CREATE

The technological model, Code Create is a genre that has been shaped by sports and bespoke styles to create a futuristic look that provokes emotion. The trend is influenced by both technology and nature, and the colour palette reflects this duality. Classic, natural tones contrast with artificial digital colours and prints, which appeal to both sexes, thus promoting gender neutrality, and this futuristic look will bring the physical and digital world closer together.

With the focus on natural materials, combined with sustainable synthetic materials it represents the interaction between technology, craftsmanship and man. 

This trend will appeal to the shopper who wants to buy less and buy better. These practical shoes will last a long time and customers are now seeking quality over quantity. And if they are personalised- even better! More wear, less waste.

DESIGNING EMOTION

The Emotional shopper is seeking something that they can bond with after purchase. Bringing together technology and craftsmanship, owners who buy into this lifestyle can appreciate the interaction between humans and the digital world. So expect bright colours and retro-styles that make the wearer feel a strong tie to their item  every time they wear them.

This can be reinforced with the shopping experience, making the item unique or personalised, or building a story around it.

ONLINE SHOPPING

More than 90 percent of shoppers have concerns when it comes to shopping via social media, yet nearly one-third of them still use it as a shopping platform. Those who are comfortable with online shopping, expect on-demand service and convenience, with sellers who clearly communicate their values.

Although cyber-cynics also fit into this category. Anti online-shopping, these individuals are concerned about online privacy and the negative effects of privacy and social media on mental health. They need convincing of the brands authenticity and trust before they commit.

However, shoppers are being much more savvy, and data is no longer a commodity that can be bought. They are demanding that stores engage with them in the purchase process, and are frustrated about current society amd are looking for sellers who are prepared to assist them in reshaping the political and economic landscape worldwide.

The time poor, choice rich generation struggle to balance their online identities with real life personalities and have a pressure to be perfect, which is unrealistic. The shopping that they require is simplified and streamlined. They don’t want to make decisions and their digital experience needs to be decluttered. Less is more.

WAYS OF SHOPPING

Customers will be more likely to come back to the virtual or bricks n mortar store if they receive a tailored lifestyle experience. As the most

ethnically diverse generation, they are united through the ability of making choices on social issues. With huge pressure from social media, to do better, to do more, there is the option of Generation Burnout. This unique breed of consumers, are looking for streamlined experiences as they do not have enough hours in the day.

With a new way of thinking, spenders are happy to repair and re-love items. Aware of making social change, they take pride in patriotism and buy local products. Along with a shift in behaviour and conception- buyers want something to be proud of.

Sara Darling