- Why men’s and women’s brands are branching out across gender lines
This particular moment in fashion has led men’s and women’s clothing close together. The prevalence of sneakers and athleisure, two categories where men’s and women’s align more closely in terms of aesthetics and trends, has helped foster a feeling of boldness among brands to explore outside of their traditional demographics....
- In effort to compete with Net-a-Porter, 24 Sèvres new campaign goes global
LVMH, which owns 24 Sèvres, introduced the e-commerce platform last year to act as the online extension of Le Bon Marche -- a store that has always been explicitly tied to its physical home of Paris. But recently, LVMH has made more of an effort to position 24 Sèvres as...
- Everlane’s virgin plastic-free pledge comes at a critical time for fashion and sustainability
At an event on Tuesday evening hosted by Everlane founder Michael Preysman, along with investors Natalie Massenet and Nick Brown, the brand announced that by 2021, it plans to completely eliminate the use of non-recycled plastic in its products.
- How Title of Work is putting craftsmanship front and center
The most notable element of the space is a large pane of glass in the back of the shop, through which can be seen Meizler’s team of artisans who design and produce nearly every product in the store in plain view of customers. This is not just for show. The...
- How streetwear collabs make uncool brands cool
Collaborations are a major part of streetwear culture. Recent history is full of examples of unexpected collaborations, many of which are notable at least for their novelty. From Bape x Carhartt to The Hundreds x Disney to Supreme x Hanes (or Supreme x White Castle, or Supreme x Budweiser, etc.),...
- How Reebok takes a hands-off approach to influencer marketing
The Adidas-owned brand has enjoyed a small but respectable share of the footwear market globally, hovering just under $1 billion in annual revenue, compared to $21 billion for Adidas as a whole and $34 billion for the dominant footwear brand, Nike. Reebok has relied heavily on influencers to maintain its...
- Rebag’s new exchange program capitalizes on the shifting relationship consumers have with ownership
While Rebag Infinity is not really a subscription or membership service -- it requires no sign-up and has no qualifications other than a six-month time limit -- it does correlate with the growing number of rental and subscription services throughout the fashion industry. From runway fashion to streetwear to mid-market...
- How Lauren Bucquet is bringing a designer-led philosophy to her new DTC brand
Brands like Warby Parker and Bonobos have become incredibly popular, swiftly moving from online-only to having physical stores and growing customer bases. But these brands lack a single designer -- a recognizable name or a personality customers can identify as the creative force behind the brand. Who is Warby Parker,...
- How fashion brands are fighting back against retailers’ dominance in paid search
At a recent preview of L2’s Fashion IQ Index report, an analyst referred to fashion retailers and brands as “frenemies.” That characterization of the relationship between the two has only become more accurate over the last year. As many fashion brands increase focus on direct retail, retailers have been forced...