New York-based clothing and accessories company Proenza Schouler debuted new handbags this week along with plans to reassess their handbag line. Designers for the brand Jack McCollough and Lazaro Hernandez addressed consumer fatigue in the crowded space as well as the increasing need for variety. “I think women now are wanting to spend money on a whole new bag, something fresh, something exciting and it’s not enough to say, ‘This season it comes in blue, this season it comes in red,’” Hernandez said.
The sheer number of online visuals featuring accessories and clothing have increased the appetite for new and fresh items. Social media platforms like Snapchat and Instagram have shortened the cycle between discovery, anticipation and purchase – and many fashion brands have adapted their strategy accordingly. For example, Tom Ford, Burberry, Michael Kors and Rebecca Minkoff are tweaking their fashion shows and production cycles to move closer to a see now, buy now calendar.
Changing the design to accommodate the evolving needs of shoppers is a step in the right direction, but a look at Proenza Schouler’s digital assets suggests the brand must update its digital assets as well. Proenza Schouler is ranked 70th of 83 brands in L2’s latest Digital IQ Index: Fashion, falling in the Challenged category (the second-to-last category before Feeble). Researchers assigned the category based on an uninspiring online shopping experience due to low post frequency on Facebook and the absence of key purchase drivers like shoppable lookbooks, guided selling, live chat, geolocation and in-store pickup. Combined with the new designs, these features could improve the shopping experience and potentially lift sales.