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"But in a sign that this trend is moving beyond symbolising its wearers’ identity or sexuality, it’s now being accepted by the mainstream as more of a look both on the catwalk and the high street."

Image: Rad Hourani

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Mintel, 2017.

Times are changing. Gender Fluidity is becoming much more than just a trend it is  way of life for a lot of people, its a sociological shift. These people are your customers and in order to continue to be a profitable company moving forward you should address the issues surrounding gender and gender labelling on your site, making it a more inclusive shopping destination. 

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Browns of London has become synonymous with championing up and coming fashion designers since the 1970s. Now in a move that echoes Selfridges 'a-gender' collection, Browns have opened their own spin off standalone store which features just unisex fashion. "These gender-neutral approaches tap into a growing social shift where lines between femininity and masculinity are blurring" say Mintel in November 2017. Although high-end stores are observing this shift, high street stores are a little slower, Zara created an un-gendered range however little thought was put into it and it didn't do as well as predicted, by adopting this concept wholeheartedly you will be one of the first mid-range brands to address it.

CASE STUDY 1:

Mintel, 2017.

CASE STUDY 2:

Mintel, 2017.

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Albeit a case study from children's wear there is a marked comparison that can be taken from John Lewis first making a decision to remove all gender labels from their clothing and now to create an entirely gender neutral children's wear collection. 

"There is rising pressure for brands to reject the traditional gender stereotypes and John Lewis is making a statement that will put the retailer at the forefront of the change within the childrenswear market. Whilst the move is facing some criticism, Mintel’s consumer research suggests that it has real potential to resonate with its affluent, older Millennial customer base,” Says Samantha Dover a retail analyst. Customers are recognising and moving away from traditional gender stereotypes and it is likely that demand for a gender neutral clothing option will grow as this demand strengthens.

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