Westside's Umashan Naidoo on Visual Merchandising's gameplay

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Umashan Naidoo, Head of Customer & Beauty, Westside, highlights some key trends that will dominate the fashion and retail industry in 2023, the growing importance of visual merchandising , and more.

Key trends dominating the fashion industry in 2023

The modern world perceives age to be just a number and prioritises the attitude or the persona. We see people reinventing themselves and taking risks with fashion and beauty – this is exciting for a fashion brand like Westside that offers trendy pieces. Beautifully made timeless crafted pieces that are not over the top, but silently tasteful a.k.a. Quiet Luxury is another exciting theme that fashion labels will explore.

Major expectations from 2023

With more retail brands opening up spaces that are visually appealing, I see in-store experiences growing in the post-pandemic period with workshops, social events and meet-ups for the customers to participate in. Additionally, Visual Merchandising will play a big part in the storytelling of trends. This will help brands move closer to their customers by keeping the good old shopping experience alive.

Key focus areas for Westside in 2023

With focus on accessibility, omnichannel is one route that retailers are going to take in 2023. Consumers today not only want brands to align with their values and provide stellar service; but also want brand experiences to entertain and inspire them. While online shopping puts people at ease, physical shopping experience can make one feel special or loved.