Could Genderless Fashion Be A Promising Niche?

The days of 2 Binary genders are long over. If you Google the word gender you can find as many as 70 or more categories. Genderless fashion is a growing trend that’s taking the fashion industry by storm. Could it offer a profitable niche for a new fashion start-up?

IJJI, KIRRIN FINCH

Fashion is an ever-evolving industry that has always been influenced by cultural, social, and economic factors. In recent years, the concept of genderless fashion has been gaining traction. Designers and brands recognize the need for more inclusive and diverse clothing options. Genderless fashion is about breaking down the barriers that have traditionally existed between men's and women's clothing, and offering clothing that can be worn by anyone regardless of their gender identity.

Genderless fashion is a trend that has been growing, and it has really taken off in the past couple of years. One of the reasons for this is that people are becoming more aware of the limitations of traditional gender norms and the importance of inclusivity. As more people embrace the idea that gender is a social construct and not a binary concept, the demand for genderless clothing is likely to continue to grow.

In this blog, I’ll review why gender-fluid styles have become popular, what the major brands are doing to address it, how it is impacting retail, and what are the opportunities available for fashion entrepreneurs. 

The trend toward genderless styles:

The shopping habits of consumers have evolved since the time many major brands were founded.  There are about 1.2 million LGBTQ people in the United States alone; however, the genderless target market is far larger than that. It is not limited by the amount of non-binary shoppers. The styles can also appeal to those who identify as either male or female. 

According to a survey by The Gen-Z Fashion Report, 61% of Gen-Z individuals think brands could be doing more to “prove that style should not have a gender”, and 45% would like brands to market gender-neutral clothing more openly.

​​There are several benefits to genderless fashion. One of the most obvious is that it promotes inclusivity and diversity. By offering clothing options that can be worn by anyone, regardless of their gender identity, brands are making a statement about the importance of acceptance and inclusivity. This can be a valuable intangible  benefit to a socially conscious consumer.

Genderless fashion also has practical benefits. For one thing, it allows people to express themselves in ways that may not have been possible before. Traditional gender norms can be restrictive, and genderless fashion allows people to break free from those constraints. They can wear clothing that truly reflects their personality and style.

The trend wasn’t new in 2020, but it gained momentum, especially with global stars like Harry Styles and Brad Pitt wearing kilts, skirts, and dresses on magazine covers and the red carpet. They are banishing notions of gender from their wardrobes. Bags, shoes, accessories, coats, and shirts are all fashion categories that could offer opportunity to a start-up fashion entrepreneur.

Watch the Major Brands:

In the fashion world, it is a good idea to watch the major brands to help identify growing trends. They have fashion consultants, pollsters, and sales data to verify a trend and put a dollar value on the opportunity. How are they embracing the genderless movement?

According to a report from Coresight Research, from March 2020 to July 2021 - 11 gender-neutral launches from major brands occurred in categories such as apparel, beauty, accessories and more.

Lifestyle brand, Fred Segal, launched its first in-house clothing collection that includes genderless sets of T-shirts, sweatshirts, hoodies and sweatpants. Luxury retailer, Stella McCartney, launched a website that has a unisex section. It features bottoms, shirts, hats, bags, and shoes. 

Gucci’s gender-neutral selection has a dedicated page on its website as well. It’s titled MX and states that it is meant to “deconstruct preconceived binaries and question how these concepts relate to our bodies.” 

Luxury fashion line, Prada, launched a Collection of  gender-fluid physical products.  Telfar has gained a following for its "Shopping Bag", a unisex bag that has become a cult favorite among fashion lovers. It also has a clothing line that has gained a reputation for its avant-garde, genderless designs.

Even major fast fashion brands are trying to profit off this growing trend. Brands like Zara, H&M, and ASOS are all exploring gender-fluid collections.

How is retail reacting?:

It used to be that if  you walked into any major retail store you would immediately see the gender division: Men, Women, Boys, and Girls.. As the genderless trend grows, you can expect retailers to create more neutral spaces where both men and women can shop the same items. Even online shopping websites are usually strictly divided by the mens categories or womens categories. 

Scottish designer, Charles Jeffrey, now offers a sliding scale at the bottom of his web pages. It allows the shopper to change the genders of the models wearing his collection.

The implications of this trend can be confusing for a retailer trying to please the customer. Since customers come in all ages, it seems like the majority of Baby Boomers are still more comfortable with the binary designations of the past. Gen-Z shoppers can favor more unisex or genderless divisions.

Retailers are still developing solutions to showcase their clothing collections while at the same time, keeping a strong connection to their customer. In the coming years, you will see some great adaptations to this trend, and some others that may not work so well.

Even sizing can be a significant issue. Traditional men and women sizes are manufactured differently and have different numeric designations.  This can be confusing in the gender neutral world. 

One British based brand, Gender Free, allows shoppers to select a body shape and size. A customer can choose from 4 body shapes and 9 different sizes to try to select their perfect fit. Sizing innovations are sure to be introduced as the genderless trend grows.

Genderless niche opportunities for a fashion start up:

When a market begins to change and a trend makes itself apparent, opportunity can appear for an innovative fashion entrepreneur. Several brands have launched what they call a gender-neutral collection. Those are often filled with one-size of oversized sweatshirts, hoodies, sweatpants, and sweat shorts. That is the old-fashioned way to address a new growing market demand.

If you put some thought into it, you may be able to come up with a more innovative product idea that can excite a niche target market, build an audience, and create fierce brand loyalty. 

As you’re brainstorming, you will want to take a look at the “big” picture before you niche down to a single product. 

Consider office wear for instance. What would someone want to wear to work if they identify as trans, binary, agender, or one of the other categories? Is there a type of clothing,  shirts, pants, shoes, or accessory that could make someone more comfortable?

What about casual wear? Or evening wear? What do they feel comfortable wearing to a job interview or presenting a case in court or a family wedding? 

There are many opportunities that may arise when you think about the fashion and style that would appeal to the audience you identify. If the target market is large enough, and your fashion solution is not already popular, you have found a good niche. 

What is your idea? What else is going on in the world that can present fashion opportunities? Take a few moments to pause and consider an issue and the possible product implications. It can often prompt many fashion ideas that could be profitable. Look at the trends. Do some research. Put yourself in someone in your niche’s shoes, and then see how your needs change. 

Write it down. If you feel it is an idea that may have some promise, schedule a free strategy call and let's talk about it. You may identify a niche and a fashion product that could become a successful start up and the fashion business of your dreams.

Stuck on product Production? At V.Mora we can help you through the entire production process from designing, to sourcing and so on through our Production Development services. If you are in need of the following Development and Production services: 

• Sourcing 

• Technical sketches   

• Pattern Making

• Prototype making 

• Sample Making

• Fittings 

• Digitizing and Grading

• Marker Making

• Manufacturing

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