From mass manufacturers to fashion designers to custom tailors, the biggest problem is: they are all fundamentally selfish.
Fashion designers are motivated to bring their own visions to life; to live out their own ideas and see them manifested on runway. It is a largely self-serving act, with laughably little end value to the average human being.
You think that mass manufacturers at these shows translate these designs and water them down and bring them to us on a silver platter, purely for our benefit? No, they don’t. Because…
Retailers – across the entire spectrum of cost – are motivated by one thing: to make money. They coerce us into consumption, churn through garments by “season,” and cut corners to keep us running from one to the next. Because the only way they make money off of their slim margins is to duplicate them as many times as possible, and the only way to duplicate the transactions is to keep us running.
So yeah, sure, they go to the fashion shows. And dutifully copy what they see. But with the sole intent of giving us something new to chase.
Women, overall, don’t get to enjoy the privilege of custom tailoring. It takes some serious legwork to find tailors even willing to do it, and then it’s with a palpable reluctance from the tailor.
When asked why, the number one reason – in fact, the only reason – they’ve ever given me?
“It’s too hard.”
Not that women don’t want it, or aren’t willing to pay. Tailors just don’t want to.
You want to know why pure e-commerce companies don’t make money? Because pure e-commerce is selfish – it’s a company solving their own problems, not the customer’s.
Number one reason 100% e-commerce retailers are only online? “To reduce costs.” Not to serve the consumer. Not because the consumer actually prefers to shop online (most definitely don’t), and certainly not because we don’t like visiting stores.
Companies that are 100% e-commerce do it purely to serve themselves – because eliminating brick and mortar reduces costs. (And are these savings passed on to consumers? Sometimes, but usually not.)
But then e-commerce companies are actually shocked to learn that, despite all the presumed cost savings, their model doesn’t actually make money. Andy Dunn, CEO of Bonobos, wrote an article titled “e-commerce is a bear,” in which he points out that e-commerce is really freaking hard. That Amazon owns the e-commerce space. And even Amazon isn’t making money. Even Amazon is opening brick and mortar.
Because – whoa. what, now? – people like to see and touch what they’re buying.
And, moreover, people know when they’re actually being served and when companies are only serving themselves.