Andrew Rosen Talks Trouble in the Contemporary Market

Business of Fashion

Contemporary brands are feeling the squeeze. Theory chief executive Andrew Rosen — the man who pioneered the category — reflects on the state of the market and what’s next.

“There are so many choices today,” says Dana Telsey, chief executive of Telsey Advisory Group, an equity research and consulting firm focused on retail. “Women used to buy clothing for work, gym, weekend and party and now there is a consolidation of those situations. We’re seeing cosmetics do well, activewear do well. The ability to drive newness and product innovation is key.” What’s more, “Price has become even more important. The Bergdorf Goodman shopper is [still] waiting to buy things on sale.”

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