Beyond The Limits 10.06.2024

?? Welcome to our newsletter for the week. We have gathered some of the most interesting news and updates from the world of circularity, technology, fashion, and luxury.

?? Technology

Fashion and retail have been integral to Roblox since its inception in 2006. The gaming platform has consistently expanded users' digital styling options through various features, projects, and partnerships with renowned fashion brands. Despite waning metaverse hype, Roblox 's fashion sector thrives, with numerous partnerships deepening and increasing in volume. A notable success was a digital necklace from a collaboration with adidas , which sold for 2 million Robux (approximately $20,000), setting a new record for the highest-priced limited virtual item on Roblox . This surpassed Lamborghini’s previous record of 1.5 million Robux ($15,000) for virtual masks. Roblox , boasting 77.7 million daily active users, leverages its dynamic ecosystem and robust relationships with brands like 沃尔玛 , 欧莱雅 , and GIVENCHY to sustain engagement. Despite a 15% year-over-year increase in digital product sales, user spending is slowing, prompting Roblox to explore new revenue streams. The platform has opened its marketplace to all eligible users and introduced video advertising. Roblox is also venturing into physical retail, partnering with 沃尔玛 to blend physical and virtual commerce. This move reflects a broader trend towards integrating digital and physical retail experiences, a direction that Roblox is poised to lead.

?? Fashion

In the dynamic fashion industry, Gen Z is revolutionizing marketing strategies across luxury, premium, and mass market brands, according to Launchmetrics ' latest data report. The top 20 luxury brands saw an average Media Impact Value (MIV) growth of 69% over the past three years. Notable brands like Dior , 香奈儿 , 路易·威登 , and Gucci remained in the top five, with Prada Group rising to fifth place. Loewe emerged as the fastest-growing luxury brand, achieving a 168% increase in MIV due to innovative designs under JW Anderson . Premium brands also flourished, with a 114% average MIV growth. SKIMS , founded by Kim Kardashian, led this segment with a 407% increase, demonstrating the effectiveness of influencer marketing. American brands Calvin Klein and Coach maintained their strong Gen Z appeal, with Coach recognized as Gen Z's favorite handbag brand. Mass market brands experienced a 62% MIV growth, driven by sportswear brands. SHEIN , with a 237% rise, excelled through influencer marketing. 耐克 retained its top position, while Crocs, Inc. redefined itself as a fashionable choice for Gen Z. Converse , 新百伦 , and UNIQLO also saw significant MIV increases. The influence of Gen Z celebrities and influencers, such as Léna Mahfouf and Kylie Jenner, has been profound, driving fashion trends and brand engagement. The rise of K-pop groups like NCT, New Jeans, and Enhypen highlights the global impact of Korean pop culture on fashion.

?? Sustainable Innovation In Beauty Sector

French beauty brand L’OCCITANE Group has developed a 100 percent biorecycled PET (polyethylene terephthalate) bottle using enzymatic recycling, in collaboration with Carbios and PINARD BEAUTY PACK . This innovative bottle, used for the Amande range's shower oil, is created through Carbios' enzymatic depolymerization process and involves a European value chain dedicated to sustainable material consumption. The production process begins with local PET waste, including colored bottles and multilayer trays, which are typically not recycled through conventional methods. At Carbios ' industrial facility in Clermont-Ferrand, France, this waste is deconstructed into its original monomers using biorecycling technology. These monomers are then re-polymerized into new PET resins within Europe. The resins are subsequently blow-molded by PINARD BEAUTY PACK in Oyonnax, France, to form the shower oil bottles. David BAYARD , L’OCCITANE Group 's R&D packaging director, highlighted the company's commitment to sustainable practices, noting that over 50 percent of their PET material currently originates from recycled sources. He expressed confidence that, thanks to Carbios ' depolymerization technology, L'Occitane will achieve 100 percent recycled PET for all retail bottles by 2027. Emmanuel LADENT , Carbios' CEO, emphasized the importance of collaboration across the value chain to create an efficient recycling sector and promote responsible consumption. The partnership between Carbios, L'Occitane, and Pinard demonstrates significant progress toward reducing reliance on fossil-based plastics and lowering CO2 emissions by 57 percent.

?? Blockchain Technology

Italy's OTB Group will introduce digital authentication certificates for products from its Maison Margiela , Marni , and JIL SANDER brands, starting with their Autumn/Winter 2024 collections. Leveraging blockchain technology and NFC chips embedded in each garment or accessory, these certificates will verify the authenticity of approximately 1.5 million products annually. Stefano Rosso , a member of the Aura Blockchain Consortium board and CEO of Marni , emphasized the significance of this initiative, highlighting its role in enhancing transparency, customer interaction, and the overall luxury experience. Rosso noted that the full integration of blockchain technology into OTB 's production processes will enable swift responses to future regulatory challenges and opportunities. This digital authentication initiative aims not only to combat counterfeiting but also to facilitate compliance with upcoming legislation that requires companies to scrutinize their production chains for potential abuses. In addition to Maison Margiela, Marni, and Jil Sander, the OTB Group also owns VIKTOR&ROLF , AMIRI , and Diesel . However, digital certificates of authenticity have not yet been announced for these brands.

?? Sustainable Fashion

Berlin Fashion Week has announced the introduction of mandatory sustainability requirements for brands participating in the event, starting from February 2026. This initiative aligns with the sustainability framework established by Copenhagen Fashion Week, which has successfully implemented similar criteria for the past three seasons. The collaboration between Berlin and Copenhagen aims to set a precedent for the fashion industry, encouraging more events to adopt similar measures. The framework, first introduced by Copenhagen Fashion Week in January 2023, serves as a blueprint for Berlin's new standards, emphasizing the growing importance of sustainability in fashion. This move reflects a broader commitment to environmental responsibility within the industry, with Berlin Fashion Week leading by example in promoting sustainable practices among fashion brands.

??Congrats to Roblox , Dior , 香奈儿 , 路易·威登 , Gucci , Prada Group , Loewe , SKIMS , Calvin Klein , Coach , SHEIN , 耐克 , Crocs, Inc. , Converse , 新百伦 , UNIQLO L’OCCITANE Group !

?? Stay tuned for more updates and, as always, feel free to share your thoughts with us!

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