The Future Of Fashion: Apparel And Luxury Brand Marketing In Post-Corona Times

Fashion Accessories: Shop Fashion Accessories Store

Find an Inspired Item in the Fashion Accessories Store

Add a stylish accent to any outfit with premium fashion accessories from HSN. Whether you're looking for a chic scarf to finish off your winter look, an inspired belt to bring new outfit together, or just a great pair of socks for barre class, you'll find it in the fashion accessories store.

Do you have a favorite old outfit that just doesn't seem to pop anymore? Try adding one of these brilliantly designed accessories to the mix. A hat or handbag is a perfect way to give your look a new focal point an change it's balance and attitude.

Accessories from HSN are designed by some of today's most popular names. With a purchase from this curated collection, you'll have a quality item that will last for this season and many more to come. Give your wardrobe flexibility with a fantastic fashion accessory. Shop today and discover the small item you're missing.

Women’s Fashion Accessories

“Luxury is in each detail.” — Hubert de Givenchy

There’s a reason why certain women look stylish, no matter what they wear. And it may not always be about designer labels, the stylist’s magic, or the women themselves. The answer lies in the subtle art of accessorizing and the fashion accessories that make it happen.

The right accessories have the power to transform the most basic outfit. After all, it’s the little details that matter…that bring the entire outfit beautifully together to present the look you want to carry, whether it be chic, elegant, casual, artsy or formal.

With fashion trends drifting towards minimalism and understated dressing, choosing the right fashion accessories to add that distinct flair, is now more important than ever. So, choosing a bag or a trinket to make a style statement, or to cast a vibe that says effortless elegance, is more than just throwing on the first thing you find. Like we mentioned before, accessorizing is an art, and done well, it can make a huge difference to your look.

The history of fashion accessories

Fashion has evolved through the ages, and with it, fashion accessories as well. In fact, people have been accessorizing since the beginning of civilization.

Necklaces are believed to go back 40,000 years. In the beginning, they were made from shells, teeth, bones, stones and other elements found in nature. Later, with the advent of the Bronze Age, metals began to be used. The ancient Egyptians made elaborate beaded necklaces that were especially popular among royalty. You can thank the Romans for the gemstones in your jewellery – they introduced it in the 1st century. And, did you know, that necklaces were an accessory used by both men and women until the 18th century? After that, it became primarily feminine.

The earliest bracelet dates back to 7,5000 BC in Turkey. Cut to the 20th century, plastic became the material of choice for bracelets for teenagers and children. Earrings are another fashion accessory that have held immense appeal, although, between the 11th and 16th centuries, the then trending hairstyle that covered the ears left no place for them. By the late 17th century, both men and women had resumed wearing earrings.

Belts and hats have also travelled through the ages as both utility pieces and fashion accessories to their current styles today. Whatever the accessory, the fact remains that people have loved to accessorize and try new styles with these decorative elements.

Why you need fashion accessories

The very fact that people through the centuries have taken pride in accessorizing, brings up the important question, “why?” We’ve listed a few significant reasons why accessories should be wardrobe staples for women:

Look uniquely ‘you’

Your personal expression is best conveyed through the way you accessorize. You can present your personal style and tastes through your appearance, and fashion accessories go a long way in helping you do that. Get your own unique look through the pieces you choose and the way to combine them with your outfit.

Old wardrobe, fresh possibilities

Tired of the same old clothes in your wardrobe? Don’t be. Use your fashion accessories selectively to create different looks with the same outfits.

Save money and be sustainable

You don’t have to rush to the boutique for new clothes every time an occasion calls for one. Instead, splurge on accessories that will help you up your glamour quotient with whatever outfits you already have.

Dress for the occasion

Certain accessories are best suited for certain occasions. The good news is that you can pair them with the same outfit and carry off the look you want with élan. Take for instance the basic item of clothing in every woman’s wardrobe – a white button-down shirt, and jeans. For casual Fridays at work, accessorize with a leather handbag and kitten heels. If you’re going shopping with friends, you could choose bold statement pieces of jewellery, boots, and a sling bag. If you’re on a dinner date, you could wear delicate earrings, stilettos and carry a clutch. Same outfit – different occasions, thanks to your fashion accessories!

Tips on accessorizing

Make a statement

If you want to make a statement, you’ll have to wear an accessory that makes one too. Choose a great statement necklace, a cuff bracelet or a striking scarf to add that attitude. If you’re using just one big accessory, you don’t have to worry too much about what matches or works.

Pick the longer necklace

When in doubt between a short or long necklace, always go for the long one. One that stops just below the bust can make you look taller and leaner. However, for a better effect, wear a long one, as well as a shorter one that sits higher on your chest. The combination is a killer, and always works!

Never leave your wrists bare

Wear a chunky piece, or multiple delicate bracelets to make a style statement. A little flash of bling as you move your arms adds a fun element to your look.

Consider your destination

If you’re going to work, a chic, dainty necklace is a good idea. However, if you’re headed to a party, you could step up the accessories game and get more adventurous. The rules are not written in stone, but it’s good to consider where you’re going before you decide what to accessorize with.

It’s ok to not match your accessories

Carry a bag in this season’s signature colour and wear shoes of a different colour to look fresh and contemporary. The days of matching your accessories are long gone. Try different colours and moods to match your style.

Top accessories every woman should have

You must have already read about our 5 wardrobe essentials for women. Now that you know about fashion accessories and how to use them, here are a few must-have accessories that you can pair with them, to create the look you want.

Necklaces

Long necklaces are a stylish trend, as are double necklaces. They add distinct elegance to your outfit and can transform your look from plain to chic. The double necklace, designed with medallions from Capsule by Juliette is a must-have!

Belt

A tug of the belt can flatter your figure and transform your silhouette. Whether you add a brightly coloured belt to add a dash of colour or to emphasize your curves, this is an accessory that always looks great.

Scarf

A brightly coloured or printed scarf around your neck can bring some flourish to your look, especially when paired with a monochrome dress. The best part? You can also tie it on your bag, your hair or around your wrist.

Shades

A great pair of sunglasses won’t just protect you from glare, they’ll add that extra ‘it’ factor that will have people turning back to look at you. Get a chic pair that frames your face well. The Rocket eyewear Company features classic lightweight polarized P3 sunglasses in numerous colours, to match your style perfectly.

Bracelet

As mentioned earlier, don’t leave your wrists bare. Try stacking bangles or get a bracelet that is delicate and sophisticated, and adds a sparkle to your outfit.

Earrings

The kind of earrings you wear – tiny studs, colourful tassel earrings, classic hoops, or pendant earrings, help create the look you want. While colourful tassel earrings add a playful touch to your ensemble, pendant earrings lend glamour and elegance. Whatever you choose, earrings definitely draw attention to your face!

As Yves Saint Laurent said, “Accessories are what, in my opinion, pull the whole look together and make it unique.”

Pay attention to your fashion accessories and you can make a huge style statement with very little effort!

How do you accessorize? What are your favourite fashion accessories? We’d be happy to hear from you! And if you have any questions about pairing fashion accessories with our latest collections of stylish womenswear, you can get in touch.

You can also visit our website to discover our timeless French fashions for women.

The Future Of Fashion: Apparel And Luxury Brand Marketing In Post-Corona Times

A model presents a creation by Givenchy during the Women's Fall-Winter 2020-2021 Ready-to-Wear ... [+] collection fashion show at the ParisLongchamp Racecourse in Paris, on March 1, 2020. (Photo by Lucas BARIOULET / AFP) (Photo by LUCAS BARIOULET/AFP via Getty Images) AFP via Getty Images

Let’s face it, the fashion industry has been hit hard by the effects of the coronavirus pandemic; since there was a shift in consumer sentiment, people now tend to focus on buying necessary items. According to Boston Consulting Group, revenue generated by the fashion industry dropped by more than one-third in 2020, which is equivalent to around $640 billion in lost sales. This is tremendous.

Additionally, many fashion brands had to close down retail stores. In fact, the world's second-biggest fashion retailer, H&M, plans to close 250 of its 5,000 stores globally, and the Zara owner Inditex SA already closed over 1,000 retail shops earlier this year.

More to the point, apparel is a necessity, but the fashion industry is very fast-lived, and customers are not as willing to buy the latest product offerings if they have to contend with monetary uncertainty. Not to mention, that today, due to the pandemic, consumers can barely wear the clothing out on the town.

In short, very few people are willing to spend money on new clothes only to wear them at home. Especially not during a global crisis!

As a response to the coronavirus pandemic and its effects, many fashion brands are moving toward digital solutions. For example, Inditex SA invested $3 billion to boost the e-commerce operations of chains like Zara and Bershka. Moreover, this trend toward digitization is also mirrored in fashion marketing. I was recently reviewing data at FIT ( where I teach fashion digital strategies) and charted some vital changes happening in the fashion market today and beyond.

How fashion marketing will change in 2021

With in-store shopping being heavily restricted, fashion brands will have to make their online stores and the shopping experience they offer customers as approachable as possible. A 2018 Gartner survey showed that 46 percent of retailers already planned to deploy either AR or VR solutions by 2020.

With the coronavirus pandemic leading to the closure of many retail stores, this number is expected to grow even more in 2021. According to Gartner Senior Director and Analyst Brian Manusama, about 25 percent of companies are planning to deploy AI technology like chatbots in the next 12 months.

MILAN, ITALY - JANUARY 11: A model walks the runway at the Dolce & Gabbana Fall/Winter 2020-2021 ... [+] fashion show on January 11, 2020 in Milan, Italy. (Photo by Victor VIRGILE/Gamma-Rapho via Getty Images) Gamma-Rapho via Getty Images

Chatbots and other digital solutions are an easy way to offer a more personalized shopping experience, which translates to higher customer satisfaction and more sales. In fact, some brands are also offering virtual stores to mimic the retail shopping experience. For example, Dior launched a 360-degree view virtual store where customers can walk through the whole store and look at items, just like in a regular retail store. Recently, I have also reported in virtual retail developments with Dolce & Gabbana and Ralph Lauren respectively.

In addition, social media will also play a tremendous role in the fashion marketing sector. Many brands have already successfully made use of paid advertising for their marketing campaigns. Native social media ads are a great way to create authentic online marketing campaigns. “In this day and age, social media marketing is hands down the best way to drive sales revenue,” said Jason Modemann, Managing Director at Mawave Marketing.

Mawave founders Jason Modemann and Patrick Brueck. Courtesy of Mawave FOTOSTUDIO "ALL EYES ON YOU"

Jason and Patrick, founders of Mawave, are leading experts in this field. Together with their team of performance marketing specialists they are helping young apparel and lifestyle brands thrive by employing state-of-the-art social media marketing strategies. Some of their previous clients include the popular socks brand SNOCKS, known for inventing invisible sneaker socks, DRYKORN, About You and Holy Fashion Group, a holding company for various clothing brands such as JOOP!, Strellson, and Windsor.

Another important factor is the optimization with respect to mobile shopping. Nowadays, most customers are browsing stores or social media apps on their phones, and it is essential to make mobile shopping as smooth as possible to ensure that customers who are willing to buy something are able to do so without a hassle. I always explain to people that if you just take a glance at an airport, you will notice that almost all people are using mobile- all the time.

But there are also other aspects that need to be taken into account. Not only do fashion brands rely heavily on retail stores but they also usually made use of offline events to showcase new clothing. In 2021, live streaming events and online advertisements will be the way to go.

Fashion brands need to set themselves apart from their competition

This global pandemic has also kickstarted a trend for more sustainable and affordable clothing. While this trend was already on the rise in recent years, the coronavirus pandemic is a major driving factor since people are wary of spending money during a crisis. In particular, the jewelry and luxury fashion industries have been hit hard by the ongoing quarantine measures.

“COVID-19 certainly had an effect on the jewellery business with less large scale events, parties, and get togethers. There is simply less need for jewelleries when there is less going out,” says Joyce Lin, a native Canadian entrepreneur and founder of the jewelry brand Noor Jouels. The company has been working on its brand image throughout the pandemic and was even able to grow its business despite the significant reduction of physical events.

Sun of Africa” by Noor Jouel, a 12 carat fancy vivid yellow emerald cut ring. Available for ... [+] $1,280.00. Courtesy of Noor Jouel,

“I definitely think simulated diamonds is a trend that will stay and expand. It just gives the consumers a diamond alternative where it can be affordable, have less environmental impact, and still serve the same purposes,” she says. In this day and age, offering a sustainable alternative combined with a unique style has proven as an effective method to cut through the noise of the fashion industry.

In 2021, fashion is an identity statement more than ever before. This means that customers are more likely to spend their money on clothes or fashion accessories if the brand they want to buy them from is concerned with sustainability. Another company that has made this experience is Concrete Jungle. This German brand produces jewelry out of concrete and recycled metals, and has reported significant growth as a result of its unique offer.

“This year clearly showed that people would rather spend the money they have on sustainable products that are made to last,” said Madlen Thorwarth, founder and CEO of Concrete Jungle. Certainly, the unique approach of making jewelry out of concrete, a material that is typically seen as the exact opposite of fashion, seems to work out very well for the brand too.

Of course, there are many ways for a fashion brand to set itself apart from its competition, and most of these ways don’t directly relate to COVID-19. Nevertheless, in 2021, it will be more important than ever for fashion brands to tell a story that entices customers to buy from them. Focusing on sustainability and corporate social responsibility is a good way to make people relate to a brand, which will result in them being more willing to buy from this brand.

Another good way to gain consumer trust during this global pandemic is to make retail shopping feel safe. While the focus is definitely going to shift toward online shopping, retail stores will still be a huge part of the fashion industry, so it’s important to make retail customers feel comfortable while they are out shopping.