Joanna Williams的动态

From Business of Fashion today: Innovation Won’t Save Department Stores. The Right Products Will. They go on to say Macy's, Nordstrom, Kohl's must offer a selection that can compete with online fast fashion and off-price players Huh? Innovation won't save dept. stores.... But fast fashion products will? No... First of all it’s about time that paid fashion media says what I’ve been banging on about for years…. Mass fashion can’t cost cut their way to relevancy They need a total value chain transformation And it starts with culture The job this era is to not only sync fast-moving resonant products but also experiences / conversations / content with fast moving audiences The end You can't compete with plastic fashion prices so don't try Plus Amazon, SHEIN, Temu, and now TikTok Shop are all selling the same products from the same sellers You need to stand out with extreme value: high quality products that stand the test of time and solve the problems of your consumer at a reasonable price (knock it off with your 10x markup) And throw away all the vanity kpis from the past The kpi is sales Look at this creator… She generated $15.48k sales this week with just 14.4k follower and 407 views looool Everything happened in the comments and in the cart And she was on trend... But no brand would even consider her b/c she has ZERO engagement This creator doesn't care - she pocketed $2k from 15 seconds The top 10 most searched items on tiktok today are about lip oils The breakout trend is Soft Pinch Tinted Lip Oil - I don't even know what that means hahahaha But I know Rare Beauty is selling it Rare Beauty w/ a $2B valuation who just happens to be considered one of the most sought-after M&A targets for 2024... Hmmm, this feels interesting Knowing the individual stats across culture is important Taking action in real time w/ differentiated products, experiences, content that entertains, educates, connects is how you win the next era of retail BOF just misses the point 5 years later (read Jing Daily :)) A new social contract is needed - one that advocates for real people - the consumers and suppliers , not just the jurassic leaders who have failed to innovate resulting in a historic glut of inventory and out of stocks at exactly the same time #thegreatfashionreset #creatoreconomy #C2M #communitycommerce #contentistheproduct #tiktokisthestore

The fashion industry is facing growing concern over its waste production, driving younger generations to prioritize sustainability in their purchases. Launchmetrics' report, “Reinventing Influence: The Gen Z Impact on Fashion Marketing,” underscores how crucial it is for brands to align with values that resonate deeply with Gen Z, particularly when it comes to sustainability. Second-hand retailers are at the forefront of this movement, giving garments a second life, reducing environmental impact and resonating with eco-conscious consumers. According to Statista, the global resale apparel market is projected to grow by $100 billion by 2026, underscoring the increasing significance of sustainable shopping habits. We analyzed five second-hand retailers uncovering key insights: ????Gen Z is the main advocate for sustainability, and connecting with influencers who resonate with this demographic has been a key strategy. Influencer Anastasia Gerrans drove an impressive $2.5M Media Impact Value? (MIV?) for TheRealReal and Lena Mahfouf $321K MIV for Vinted. ??YouTube is the most valuable platform in terms of efficiency, generating the highest MIV per placement for Depop, Etsy, and Poshmark. Influencers drove the MIV on this channel through engaging and educational content. ??The growing involvement of celebrities in promoting second-hand retailers, highlights the increasing role circularity is playing in today’s society. Drew Barrymore’s placements generated $262K MIV for Etsy which named her “Chief Gifting Officer,” for the brand’s new project Gift Mode?. Understanding these strategies is essential for staying ahead in the rapidly growing resale market. Check out the link in the comments to dive deeper into our findings and discover how you can leverage these insights to enhance your own strategies. #marketing #retailers #sustainability #strategy

PANTS! Now that I have your attention, here is another article on a brand trying to reclaim relevance. Faculty of Change is in the legacy relevance business and I can guess that this effort will be as unsuccessful as the efforts underway at Vans, the North Face and others. You are set up for failure if your goal is some variant on "to broaden Dockers’ appeal and position its products as more hip and suited for casual wear." All of these efforts involve some variant of "update styles and embrace ... vintage roots." This is not strategic renewal, this is nostalgia. Why was your business successful "back then"? It was because it solved problems for customers, addressed their unmet needs, contributed to their sense of self and identity, told stories that were relevant to them. The challenge is that what was relevant to youth in the 80s and 90s and not the same as today. Customers have evolved. If you do not meet them where they are today, you are just a nostalgia play. 19 year olds are not nostalgic to the Dockers of their youth. Desiring to be a blank canvas? Those needs can be met by fast fashion. For the brand that coined the term "casual Friday," there is opportunity in the change that has happened with work and life. Understanding that more effectively and creating products that solve that problem will generate better ROI than sponsoring a BMX world champion. A proposal. Pay Faculty of Change what you would one of your "Live Original" models to help shape your Strategic Renewal. If we fail, you can use as models in your campaign for free. https://lnkd.in/gdTBaDN8

There are rebrands, and then there are REBRANDS. The former might entail a new color palette, logo, tagline, and maybe a new website. The latter? A cold hard look at their brand positioning, core offerings, and even their audience. A brand that has done a total 180 in a decade: Abercrombie & Fitch Co. Fast Company tells the story of how they went from from “America’s Most Hated Brand” to best performing stock on the S&P 500 in 2023 — a 285% gain. Their secret sauce? 3 things. ?? Adapted to the times — campaigns and imagery no longer features the “sexually-charged imagery of the 90’s”, but rather models with diverse skin tones and body types. ?? Grew with the core audience — they knew high-schoolers had historically been their core demo, but instead of staying there, they grew with their audience, now in their mid to late 20’s. They’re creating clothes that work with their audience’s current lifestyle (dating, starting new jobs, getting promoted). ?? Improved product quality — they aren’t just talking the talk. They’ve invested a TON in making their jeans the best they can be (and they are all over TikTok). Curve Love, designed to be inclusive with stretch and flattering silouthettes, makes up 50% of their denim sales.? What do you think of their strategy? What other brands have done a 180 and succeeded (or flopped)? #branding #ecommerce #marketing #retail #business

TL;DR: How Can Walmart Win Over Gen Z with Fashion? ?? What Walmart Wants: For Gen Z to Take Its Clothing Seriously Walmart's overhaul of its young adult clothing line is a masterclass in youth marketing. Here are three actionable takeaways for brands targeting Gen Z: Embrace Trends & Sustainability: Walmart’s new collection features trendy items like baggy jeans and faux leather corsets, with some pieces made from recycled fabrics. Stay ahead by offering sustainable and fashionable products that resonate with Gen Z values. Expand Inclusivity: The brand's expanded size range from XXS to 5X demonstrates a commitment to inclusivity. Ensure your products cater to all body types to create a loyal and diverse customer base. Leverage Digital Platforms: Walmart’s marketing strategy includes platforms like TikTok, YouTube, Pinterest, and Roblox. Use these channels to engage with Gen Z where they spend most of their time online. By integrating these strategies, brands can enhance their appeal to the youth market, driving engagement and sales. #YouthMarketing #GenZFashion #SustainableStyle

One of the words of 2023 was Dupe, with Google reporting searches exceeding a 300% growth YoY on 2022. Over Christmas, I ended up in a heated debate about dupes, and some of the hypocrisy that surrounds them. The argument presented to me was that prices within the fashion industry have reached such a level, that buying knock-offs delivered the dopamine purchase hit of a similar style, but at a quarter of the price and delivered a middle finger to the ‘greedy corporate brands’. In essence, that brazenly owning the fakery was more akin to an activist statement, rather than simply supporting creative plagiarism. Dupe culture has always been fuelled by social media and TikTok in particular, has circulated dupes for everything from skincare to makeup to designer imitations for a few years now. Of course, it is not a new thing – it is estimated that the global counterfeit market is worth $4.5 trillion.?In the past counterfeit items would be passed off as the real thing or quietly admitted with an anxious sense of shame, now the groundswell of popularity has made it hip to be fake. The other argument is that all brands should be inclusive and that many labels price certain consumer demographics out. Last year, we also saw the concept of #deinfluencing appear on social media, amplifying dupe culture by highlighting what consumers?shouldn’t?buy – instead it put cheaper replacements that could do the same job, just as well as the real thing, into the spotlight. Likewise, the #fastfashion industry has historically churned out versions of catwalk styles within weeks of shows, and usually before the real thing hits the stores. But here lies the hypocrisy, on one hand fast fashion is increasingly being held to account for their environmental impact and worker conditions, and yet at the same time, there are dupes being bought at an even cheaper price, with a completely unregulated supply chain and yet are considered socially acceptable by many of those protesting. There is also the safety and testing element – would you really buy a look-a-like skincare that you actually put on your face? Like shoplifting, duping is not a victimless crime; Many of the designers whose products are duped are not multi-billion dollar corps – We all know how hard it is for a designer to get their business off the ground and yet the moment they get a style that gains traction, they are duped and momentum is lost. How does that fit with the activist agenda? So, whilst sustainability may be high on the agenda in the industry, have some consumers desensitised their values to simply as and when it suits them? DHR Global #fashionnews #fashionbusiness

With the help and power of influencer marketing and creators, SHEIN is now a powerhouse, taking market share from brands that I can’t believe I’m now rooting for (H&M and Zara) You would think most of SHEIN’s customers are Gen Z, but it turns out that Millennials, Gen X, and households with 100K or more in income also love buying $10 satin wannabe silk skirts. The phenomenon of the skirt explained in this article is interesting to me because someone with a higher income level can afford a beautiful silk midi skirt at a vintage or thrift shop (or even a new one). According to the article, “A higher income consumer can be lured to SHEIN for their affordable fashion but stay (and spend more) for brands they love.” #fastfashion #circana #sustainablefashion #shein #sustainability #influencermarketing

The Flop Case You know, some fashion brands totally flounder when they try to make it big abroad. Why? Because they don't get the vibe right or just don't understand what the locals want. Plus, they mess up big time with their ads and marketing strategies, and that's a one-way ticket to failure when you're trying to expand beyond your home turf. Take Abercrombie & Fitch, for example. Back in the 2000s, they thought Europe was their golden ticket. But they couldn't have been more wrong. Cultural clashes, lame marketing moves, and the fact that Europeans weren't feeling their American-style vibe led to store closures and major profit nosedives. Then there's Marks & Spencer (M&S). They tried to crack the US market in the early 2000s, but it was a disaster. They just couldn't keep up with the competition, and before they knew it, they were shutting down stores left and right. And India? Forget about it. M&S had a tough time winning over the locals, messed up their marketing game, and couldn't get their product lineup right. It was a recipe for disaster, and sure enough, they couldn't hack it in the Indian market. Dolce & Gabbana? Yeah, they had their own epic fail in China in 2018. Their ad campaign? Let's just say it didn't sit well with the locals. It caused such an uproar that they had to pull their products from the shelves. Then there's Topshop. Huge in the UK, right? But when they tried to take on the US, they bit off more than they could chew. They faced fierce competition and just couldn't get their strategy right. So, they packed up shop and hightailed it out of America. J.Crew thought they could make it big in the UK. Spoiler alert: they couldn't. They couldn't quite nail the British style, and they just couldn't keep up in the crowded market. It was only a matter of time before they closed up shop. And Victoria's Secret? They tried to make it in Brazil, but it was a total bust. Inflation, economic woes, you name it – they faced it all. It was a rough ride, and they had to close down a bunch of stores. Even Zara had a tough time in India. Their fast-fashion game? It just didn't click with the Indian crowd. They couldn't quite figure out how to cater to the local tastes, and it showed. So, yeah, even the big guys have their share of failures. But you know what they say – you live and you learn. And hey, maybe next time they'll come knocking on our door for some help.

The riches are in the niches. With the acquisition of size-inclusive marketplace Dia & Co FULLBEAUTY Brands is moving fast on its journey to build a plus-size fashion empire. The market fallout in direct-to-consumer brands has opened up an opportunity for FullBeauty to both expand its established business while aggressively going after younger shoppers in the $81 billion women’s plus market. Full Beauty’s niche strategy is clear: by acquiring Dia & Co. they are deliberately choosing to be ‘where she (the younger customer) already is’ vs. retro-engineering its current brand portfolio – which targets GenX/Boomers customers – to attract younger shoppers. In the words of CEO Jim Fogarty: “What you don’t want to do is take brands that are positioned to serve a certain demographic and somehow overnight try to make them younger,” Fogarty said. “It never works. It’s not true to who the brand is.” Refreshing to see focus, at a time when many seek to broaden their business to appeal to a wider target audience. #fashion #retail #dtc #sales #plussizefashion #inclusivity #marketplaces #readytowear #linkedinpostsbymariopace https://lnkd.in/e-2j_BHd

FASHION FIX ONLINE www.jmaclaughlin.com https//;taplink.cc/Collins2 #solutions#tips Seasonal shopping for clothing can be both a fun and strategic experience. Here are some smart ways to make the most out of it, along with suggestions for fantastic shopping destinations around the world: ### Smart Shopping Tips 1. **Plan Ahead**: Understand the seasonal trends and make a list of what you genuinely need. This helps prevent impulse buying. 2. **Set a Budget**: Determine how much you’re willing to spend before you start shopping to avoid overspending. 3. **Research Sales and Promotions**: Many retailers offer seasonal sales, particularly after holidays. Make sure to check for discounts and special offers. 4. **Know Your Sizes**: Sizes can vary by brand, so try on clothes whenever possible or know your measurements to shop online confidently. 5. **Invest in Versatile Pieces**: Choose items that can be mixed and matched, which will maximize your wardrobe's potential. 6. **Shop Off-Season**: Consider purchasing seasonal clothing at the end of a season for significant discounts (e.g., buy winter clothes in spring). 7. **Utilize Online Tools**: Many websites and apps help track prices and identify the best deals, so take advantage of technology. 8. **Follow Fashion Influencers**: Keeping an eye on what influencers are wearing can help you spot trends and see how to style pieces. 9. **Visit Outlet Stores**: These often have last season’s items at a fraction of the original price. 10. **Consider Sustainability**: Look for brands that prioritize sustainable practices, and consider thrift shopping or clothing swaps for unique finds.