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As part of the first presentation of the study on the "Status of German Fashion", the Fashion Council Germany e. V. held a three-hour conference with relevant stakeholders from fashion and politics. Here, the lobby group of the German fashion industry announced that it had drawn a central conclusion from the study results: a new, forward-looking format.
The Fashion Council Germany chose a three-hour digital conference as the format for the first presentation of its study on the "Status of German Fashion". In addition to the presentation of the study's content and findings, the agenda also included various panel talks on the topics of the Green Deal, Germany as a technology location, and the future of (German) fashion.
Participants in the digital panel discussions included Eva Kruse (Managing Director, Global Fashion Agenda), Dr. Christian Ehler (Member of the EU Parliament), Christian Arp (President, Fashion Council Germany). Christian Ehler (Member of the EU Parliament), Christiane Arp (President, Fashion Council Germany), Lutz Hülle (Founder & Designer, LUTZ HUELLE), Dieter Holzer (Managing Director, Marc O'Polo), John Cloppenburg (Member of the Management Board, Peek & Cloppenburg), Marco Götz (Managing Director, Drykorn), Nina Knaudt (Managing Director, Rianna+Nina), Patrice Bouédibéla (Moderator & Editor), Philipp Westermeyer (Founder, OMR - Online Marketing Rockstars), Tina Lutz (Founder & Designer, Lutz Morris) and Tristan Horx (Trend and Futurologist).
"The study on the status of German fashion is of particular relevance for the perception of the industry. For the first time, the industry seems to be perceived and taken seriously politically and economically. Although German fashion has always been very strong economically, it was still not understood as an economic sector. Thus, the study has helped us to quantify successes and opportunities of the industry and shows one thing in particular: the German fashion industry must be promoted more strongly in the future!" (Dr. Christian Ehler, Member of the EU Parliament)
"As part of our scenario analyses, we have identified a trend that is becoming increasingly important: the trend of locality. Nevertheless, this does not mean that the global project has failed. Rather, this development indicates that we are in an age in which technology is blurring boundaries. So today we can be both locally anchored and globally connected." (Tristan Horx, trend researcher Zukunftsinstitut)
"Today's fashion industry has a central task: it must make its customers understand that it is cool to consume less, in a more targeted and intelligent way. We have been taught for decades that we always need more and more - but we have to change this behaviour now at the latest. And this is exactly where we can start and see the Corona crisis as a kind of opportunity; as a chance for a new start with an understanding of the value and longevity of clothing." (Eva Kruse, Executive Director Global Fashion Agenda)
"Currently we are in a worrying situation. With a lockdown that is necessary but at the same time also poses an enormous threat to the stationary trade, it will take some effort to solve the situation together. Help will be needed to save this stationary trade, which is indispensable for the sociotope of an inner city, and to expand it in a sustainable way." (Dieter Holzer, Managing Director Marc O'Polo)
"I believe that the stationary retail trade has an important role to play. And not only in terms of the development of city centres, but also in terms of a social and human aspect. Because there will be a time again when social interaction will be of particular relevance." (John Cloppenburg, Member of the Management Board Peek & Cloppenburg)
"One marketing trend that I find significant is the cooperation of sporting goods manufacturers such as Adidas or Puma with opinion leaders from the music industry. In this way, individual brands not only align themselves with people, but also make their entire image dependent on them. And can also gain a huge network for themselves." (Philipp Westermeyer, founder OMR - Online Marketing Rockstars)
The Status of German Fashion project was carried out by the renowned Oxford Economics Institute and funded by the Federal Ministry for Economic Affairs and Energy on the basis of a resolution of the German Bundestag. Partners of the project are the VDMA Textile Care, Fabric and Leather Technologies and the GermanFashion Modeverband Deutschland e.V..