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Young fashion beats credit crunch Tuesday, 12 May 2009 Whilst the economical downturn seems to have no effect on young consumers, emerging streetwear labels keep on growing. Budding brands that exhibit at London tradeshow Margin and retailers that source from the bi-annual fashion fair are led to believe to be immune to the credit crunch. Margin is a trade-only event which showcases mens and womens upscale streetwear and directional tailoring with the next edition on the 2nd and 3rd of August 2009. With collections targeting a younger market, buyers and brands are questioning media coverage on a recession that has, so far, failed to impact on their businesses. Buyers who visited the February 2009 edition of Margin, the first edition since the word ‘recession’ was publicly referred to by economists and politicians, reported that their business was unaffected and, in most cases, profit was up year on year. Exhibiting reaffirmed buoyant trading with many taking orders at the same level as previous pre-recession seasons as well as signing up new accounts. Regular Margin exhibitor Ray Buckley of womenswear label Yamama confirmed that he
Young fashion beats credit crunch
Tuesday, 12 May 2009

Whilst the economical downturn seems to have no effect on young consumers, emerging streetwear labels keep on growing. Budding brands that exhibit at London tradeshow Margin and retailers that source from the bi-annual fashion fair are led to believe to be immune to the credit crunch.

Margin is a trade-only event which showcases mens and womens upscale streetwear and directional tailoring with the next edition on the 2nd and 3rd of August 2009. With collections targeting a younger market, buyers and brands are questioning media coverage on a recession that has, so far, failed to impact on their businesses. Buyers who visited the February 2009 edition of Margin, the first edition since the word ‘recession’ was publicly referred to by economists and politicians, reported that their business was unaffected and, in most cases, profit was up year on year.

Exhibiting reaffirmed buoyant trading with many taking orders at the same level as previous pre-recession seasons as well as signing up new accounts. Regular Margin exhibitor Ray Buckley of womenswear label Yamama confirmed that he "opened some new accounts and had similar size orders from existing clients as at previous shows I've exhibited at with Margin" while ex-Chunk designer Mike Crosby, who was at Margin to launch his new brand Cockney Empire, said they "had a fantastic result from Margin, lots of new accounts with great stores."

Younger shoppers have not experienced a recession previously and are unlikely to feel the need to curb spending. The prime motivator for the young consumer is original product to help them stand out and express their individual style. To tap into younger consumers, even traditional buyers of luxury and designer brands are moving into streetwear, such as Harvey Nichols who visited the February 2009 edition of Margin to scout for new designers and who have since announced they will be repositioning the third and fourth floors to accommodate young brands aimed at teens to twenty somethings.
Image: Eastpak by Raf Simons SS09

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www.FashionUnited.co.uk

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