kjaer global press statement

Many of you will have read my 'The Longview' comments regarding the fashion industry in the Wo-Mens Fashion section (Style in Progress, 1.06).

Read interview pdf

This feature originally appeared in German and I think it is helpful to clarify nuances that may appear stronger in translation. I would also like to use this opportunity to further debate about issues that I believe cut to the heart of all design industries.

The search for meaning is core to the philosophy of kjaer global, for it is through thoughtful exploration that truly successful brands and products emerge and achieve longevity. Copycat and 'me too' products - a widespread and acknowledged problem within the fashion industry - have transitory success but their foundation is shallow. They do a dis-service to the pioneering and bold designers who constantly seek new directions and exciting innovation.

Individuality is core to fashion and design - we live and die by our ability to stand out from the crowd. Therefore, by its very nature, blanket branding that covers global markets with no reference to local cultures and sensibilities challenges diversity. It may also snuff out the small producer and stifle emergent talent. Thankfully, responsible sectors of the fashion industry are aware of this issue which is why respected names strive to nurture young designers and to place fashion in a wider cultural context by supporting vibrant institutions such as the V&A (the Victorian & Albert Museum in London). kjaer global wholeheartedly endorses and values these contributions to our collective future.

I truly believe the fashion industry is missing a trick in focusing on top and bottom of the market - largely forgetting the far vaster middle sector. Older, wiser and richer, in fashion terms this group of consumers is being poorly served - currently they get to choose between a Mini or a Ferrari!  For them, cachet should be developed around the magic words 'local' and 'quality'.

I also took this 'The Longview' profile as an opportunity to present my biggest concern of all - sustainability.  As a trends forecaster my instinct warns me that over supply (the 'more is more' principle) will lead to disillusionment among consumers. This dizzying cycle of over-production threatens our very future. People will tire of too much of the same and may simply decide to stop looking - or shop for clothes where they buy their daily bread. Already we see a portent of this in fashion retail, as it becomes ever harder to tempt consumers into stores.

I would like a slow down - a considered and measured approach to sourcing, manufacturing and supply. We need time to consider fresh options, celebrate our differences and work towards a sustainable approach to the future of the fashion industry. We also need to involve and engage with consumers - they are both our end users and our strength.

We would not have a living and breathing fashion and design industry without topical debate - long may this continue. As ever, I welcome your comments about the issues I have raised.

Please email your thoughts to alk@kjaer-global.com

Anne Lise Kjaer