.png)
In the fashion world, the question of how shopping habits will change, post the pandemic, is one that is being asked constantly. Will shoppers prefer digital versus brick and mortar? Will they opt for pre-loved versus new? Will they leave behind fast fashion for a more conscious way? There doesn't seem to be a definitive answer yet, but three women are putting bets on how we will shop in the future.
Through highly curated, intimate pop-ups
What: MaisonMarché
Who: Sarah Easley
The lowdown: “I wanted to find a new format to discover independent brands,” says Sarah Easley, the former owner of Kirna Zabete in New York. After 17 years in the industry, she launched MaisonMarché in 2018, that curates pop up fetes in your living room, to resurrect the joy of shopping with friends and also support emerging global talent. “At a MaisonMarché event, even if there are 40 brands featured, the selection is customised. In curating, I avoid “vibe-redundancy,” meaning I offer one perfect brand for each fashion mood. An intimate, relaxed, home setting, it feels different. It feels relevant to their life and the joy of shopping with your friends is everything!” Easley loves the treasure hunt of finding new names—from Cartegena to Mexico City, she travels far and wide to learn the brand stories.
The future: “The MaisonMarché client wants something different, and they want styling help and to even learn about the brand’s story while shopping,” she says adding that her clients care about how and where products are made. Though currently, this service is only in the United States, she is open to the idea of going global next year.
Instagram content
This content can also be viewed on the site it originates from.
Through virtual experiences
What: AiSPi
Who: Aisha Saraf Kothari
The lowdown: “A new destination, an insight into the life of the designer and an impactful conversation. Our website believes in conversing with our audience first and then converting them into shoppers,” says Kothari, highlighting that purchases should be emotional and mindful to really appeal to their customer.
The future: Kothari plans to integrate more services including bringing on board stylists and also scaling their trunk show model to host multiple shows at the same time.
Instagram content
This content can also be viewed on the site it originates from.
Through mimicking the mall effect
What: Squadded Shopping Party
Who: Elysa Kahn
The lowdown: A former L’Oréal brand manager, Kahn launched a new social platform with her father, that brings together Gen Z customers to shop with their friends. “Online shopping is generally done alone, without any communication and we wanted to change that,” she says. “Sharing your findings, asking the opinion of your friends, taking inspiration from the looks on social media community… we wanted to give users the opportunity to have a real shopping experience online and together and for brands we want to give back ownership of social interactions,” she says adding that it mimics what she terms the mall effect.
The future: Kahn cities studies that show the future of shopping will be increasingly e-commerce based, and she believes making online shopping a fun experience will be essential for brands. “With the technology adoption of social and digital, Squad shopping directly on e-commerce websites could definitely be the next shopping habit to make the leap.”
Instagram content
This content can also be viewed on the site it originates from.
Also read:
The fast-fashion system is broken—so what happens next?
How India’s multi-designer stores are hoping to revive fashion’s flagging spirits post-lockdown
