What Does the Future Hold for Cashmere Designers?
Cashmere has always been a luxurious fabric. Synonymous for high-end fashion, items such as cashmere jumpers and scarves sit at the top of the chain; a wanted material for elegant fashionistas. Yet with the (arguably worryingly) evolving younger generation and talks within the media about the turbulent journey of retail, it’s tricky to determine what the future holds for cashmere fashion designers.
With the likes of the fast fashion and e-commerce industry becoming more favourable, just how much longer will luxury items like cashmere jumpers remain popular, and to what extent will cashmere fashion evolve in the future?
What is cashmere?
Cashmere is a luxurious woollen fabric. Sourced from Himalayan/mountain goats, its long, fine fibres are sorted and carefully woven to spin beautiful cashmere items such as jumpers, cardigans, scarves and blankets.
How did it enter the UK market?
Cashmere has been part of the British fashion market for quite some time. Throughout the 1700s, aristocrats had favoured the fabric following its introduction to Scotland, where a Scottish manufacturer found inspiration from shawls produced in India.
Fast-forward to the early 2000s, and the luxury fabric made moved from the runway and to the home of the high street markets, where fashion brands began making the fine material accessible to those that saved enough to afford it. Nonetheless, its rich quality and positive reviews justified its high price tag, with British shoppers deeming classic cashmere jumpers as an all-year-round investment.
What are the current sales with cashmere?
As UK inflation reaches a whopping 9%, fashion sales also see a tumble. From rising energy costs to the petrol crisis, high housing fees and Universal Credit cuts, cashmere designers, like many other retailers, may be in for a bumpy ride.
With the average working-class, and middle-class families left stung by tax increases and higher food costs, the British Retail Consortium (BRC) has already reported a decrease in sales by around 1%. Nonetheless, with the British summertime approaching, forecasts have brought some encouraging statistics as the beauty and fashion sectors steadily increase following the Queen’s Jubilee.
Likewise, cashmere manufacturers are also suffering the costs of rising exportation fees and factory energy consumption. As a result, some retailers have had no option but to increase their prices to accommodate the rising costs. However, for those new to the cashmere market, consumers may get stung by running trends as fast fashion giants have taken the plunge to add ‘cashmere’ jumpers to their itinerary. However, there’s a catch. To keep up with the low-cost fashion production, the majority of cashmere jumpers on the new market are not pure cashmere, it’s bound!
So with this in mind, what does the future hold for cashmere fashion?
Cashmere will always be recognised as a luxury fabric. Its fine fibres and dual warming/cooling properties make items like cashmere jumpers a must-have piece all year round. One thing retailers (and consumers) will have to start becoming wary of is the fast-fashion market, whose manufacturing and marketing techniques are whitewashing the fine craftsmanship and ethical practices of cashmere fashion.
How can you tell if a cashmere item is credible?
Aside from the price of cashmere, there are various factors consumers can take into account when choosing a quality, ethical piece of fashion.
Credible brands will be open about their process in sourcing, manufacturing and selling cashmere fashion. In addition to the materials label, items like cashmere jumpers, scarves and shawls are also graded from A-C, a scale which determines the quality of cashmere fibres used.
What can fashion brands do to make the future of cashmere sustainable?
In addition to being as open and transparent about the production process, brands can also ensure their materials are ethically sourced by using farmers who are accredited and follow Good Cashmere Standard practices. An animal welfare accreditation tells the consumer that cashmere fibres are sourced during the goats’ natural moulting period.
Furthermore, both independent and designer brands that create and sell cashmere fashion are altering their business model to cater to future sustainability goals. Recycling and rental schemes are just a couple of examples of what designers can utilise to ensure their cashmere jumpers aren't heading straight to landfills.
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