I found an interesting article on WSJ.com that I wanted to share. It's about taking older fashion items and repurposing them in new ways to mirror current fashion trends. The video from the piece helps give you an idea of what this is about.
The overall point about not buying new stuff initially got my attention, but I think a bigger point (unaddressed in the article) is what brands can do to respond to this. On one level we're talking about people not buying as much stuff as they used to, and why on earth would we want to encourage that. But I think there's opportunity in tapping into the notion of working a new purchase into what you already have, helping the consumer get the most from his/her overall collection of items, buying something will stand the test of time and go with lots of other things, etc.
This is a great time to revisit the idea of brands adding value for consumers. If what they want is the ability to make their dollars go further, let's help them with it. And not just by discounting the uber-trendy.
Instead of just pushing new for new's sake, I wonder if a new spin on purchasing would work better in these troubled economic times.