What every brand can learn from fall fashion trends

The VIEW from here



If you’re a woman and you’ve done any shopping for tops lately, you may have noticed that details like puffy sleeves and ruffled shoulders have made their way onto lots of shirts.

If you’ve been working from home these past six months, I bet you can guess why designers care so much about what’s happening from the chest up — video calls.

At first, I thought it was a coincidence that these trends were here, but that’s not the case. The industry shelved whatever it was they had planned for fall 2020 and got to work on what consumers really need right now.

Designer Rebecca Minkoff talked about this shift during the Inc. 5000 Vision Conference last week.

As it has for most companies, the COVID- 19 pandemic has caused a lot of change in Minkoff’s business. Many of those changes, said Minkoff, have resulted in her team getting to know their customer better. The result — more fancy shoulder tops and more accessories.

Another change said Minkoff is that her team no longer work in silos — everyone is doing a little bit of everything.

The same can be said for our team at View Newspaper Group. Some of that is beneficial because it reconnects team members with tasks they haven’t done in some time. Unfortunately, everyone doing everything can also lead to burn out. Minkoff addressed that too, saying that she and her team combat that in a couple of ways. First of all, they celebrate each win together to keep the momentum going and second, the leadership team listens to and addresses any concerns.

Before hearing Minkoff speak I couldn’t have listed many similarities between the newspaper and fashion industries, but there are tons. Since COVID-19 we have listened, learned, shared, become nimble and supportive, and most importantly, we’ve pivoted when needed.

After a successful Bottles, Brews & News craft beer and wine festival last year, we knew we had to do something to keep the name and spirit alive even though we could not host an in-person event. After months of brainstorming different possibilities, we found a way to make it work.

Bottles, Brews & News Beer Fest in a Bag is set for 3 to 8 p.m. Saturday, Nov. 21 in the parking lot at John’s Pizzeria in Fenton. For $30 ticket holders will receive a reusable souvenir bag filled with a mixed six-pack and other goodies for two — to go. The idea is to return home with the goodie-filled bag and host a mini craft beer fest for yourself and/ or a small group of friends.

Best of all, proceeds from the event benefit the nonprofit agency, Fenton Area Resource and Referral Network, Inc. (FARR). Last year’s event raised $6,000 for the nonprofit, which works with residents in crisis to coordinate help with basic needs.

I’d say, our latest pivot is to craft beer events what fancy shoulders is to the fashion industry.

I bet if you think about it, your business has a “fancy shoulders” example too. I’d love to hear it. Email me at ecaswell@mihomepaper.com.

Emily Caswell is the brand manager for VIEW Group, the branding division of View Newspaper Group.