Fashion & Style
- Nov 12 2019
As secondhand marketplaces like Thredup and Depop win over Gen Z and Millennial shoppers, big brands are finding ways to tap into the trend…
- Nov 08 2019
H&M is getting into the clothing rental business.
H&M is getting into the clothing rental business. The fast fashion company has plans to rent out clothes from its 2012-2019 Conscious Exclusive collection in a trial program for members of the brand’s loyalty program. The one catch: the service will only be available at the soon-to-launch flagship store in Stockholm—at least for now. According to their head of sustainability, H&M is “dedicated to change the way fashion is made and consumed today,” so this could be just the start of circular fashion for the brand. Young consumers’ increasing interest in sustainable fashion is impacting major brands, who are experimenting with resale and rental to adjust. (Sourcing Journal, H&M)
- Nov 01 2019
Apparel brands are turning to children’s wear to save their business—but it’s not a sure bet.
Apparel brands are turning to children’s wear to save their business—but it’s not a sure bet. Rent the Runway, Brooks Brothers, and Stitch Fix are just some of the brands entering the kidswear market as “mini me” versions of adult brands are created to appeal to Millennial parents. But bankruptcies in the industry, high competition, and parents who prioritize discounts and convenience are major challenges. And while Mommy & Me, and Daddy & Me, looks are currently trending, it could be a temporary fad. (Sourcing Journal)
- Oct 31 2019
Secondhand clothing apps could disrupt children’s clothing sales, thanks to Millennial parents.
Secondhand clothing apps could disrupt children’s clothing sales, thanks to Millennial parents. Companies like The RealReal have seen “substantial growth” in the kids’ clothing resale market, and startups like Kidizen are creating resale communities for eco and budget conscious young families. ThredUp reports that Gen Z and Millennials have adopted secondhand shopping “2.5 times faster than other generations,” and expect the trend will continue as they start buying clothing for their own children. (Sourcing Journal)
- Oct 24 2019
Burberry has launched their first-ever online game, after finding a “huge appetite” for gaming among younger shoppers.
Burberry has launched their first-ever online game, after finding a “huge appetite” for gaming among younger shoppers. The objective of the reportedly addictive game, B Bounce, is to get a Burberry-wearing deer to the moon. Extra speed can be gained by collecting the label’s logos and drones along the way, and prizes for playing include GIFs and Burberry coats. The company is just one of the many brands using gaming to appeal to Gen Z and Millennials, and YPulse’s research on gaming found that 38% of 13-36-year-olds play video games on a computer, and 63% play mobile games weekly. (Harper’s Baazar)
- Oct 18 2019
“Closet accounts” by teen Instagrammers could be changing the future of fashion journalism.
“Closet accounts” by teen Instagrammers could be changing the future of fashion journalism. Young beauty influencers are using their Instagram accounts as breaking news sources to show their followers new clothing they’re wearing, and where followers can buy the same items. They’re also highlighting what Gen Z celebrities are wearing, with some of the most popular “closets” accounts covering Kardashian/Jenner closets or clothing on popular teen shows. (The New York Times)
- Oct 11 2019
H&M is investing in second-hand shopping with a majority stake in Swedish resell app Sellpy.
H&M is investing in second-hand shopping with a majority stake in Swedish resell app Sellpy. Sellpy is planning a global expansion, and H&M’s continued support of the app could position them to integrate the eco-friendly shopping format into their “vision to become fully circular.” YPulse’s fashion and shopping survey found that 25% of 13-37-year-olds have bought clothing through a resale site/app like Thredup and Poshmark. (PYMNTS)
- Oct 10 2019
The North Face is appealing to the next generation of shoppers by teaming up with Supreme, and leaning into throwback looks.
The North Face is appealing to the next generation of shoppers by teaming up with Supreme, and leaning into throwback looks. While many Millennials grew up with knowledge of the brand and their fleece jackets, Gen Z is learning about them via “retro” heritage lines and collaborations with the popular streetwear brand. They’ve partnered with Supreme for multiple limited-edition collections, and new stores are dedicating space to “urban wear.” (Oh, and of course they’re partnering with YouTubers as well.) (Business Insider)
- Oct 10 2019
Fashion and beauty brands are working with TikTok influencers to reach Gen Z.
Fashion and beauty brands are working with TikTok influencers to reach Gen Z. Uniqlo, Calvin Klein, Aeropostale, and Ulta Beauty are just a few of the brands who have tapped popular teen TikTok users in campaigns. Brands need to be prepared for more unfiltered and “raw” content on the platform, and be willing to do some leg work to find the right partners. Currently, TikTok is telling brands with paid campaigns what type of content is performing well, as well as what influencers they might want to work with—but just starting to establish the tools to reach out to the young creators. (Glossy)
- Oct 08 2019
Forever 21’s fate was sealed by a generation of young shoppers who crave individuality and know how to get it affordably outside of fast fashion stores.
Forever 21’s fate was sealed by a generation of young shoppers who crave individuality and know how to get it affordably outside of fast fashion stores. The brand may have “underestimated” Gen Z’s sophistication and shopping preferences, failing to understand that these young consumers aren’t as impressed by cheap prices when they have access to millions of discounts and deals online. Competitors like FashionNova and ASOS are more digitally sophisticated without being “weighed down” by brick-and-mortar, and secondhand shopping apps are stealing even more of young consumers’ budget. YPulse’s brand tracker has shown that Forever 21’s momentum with 13-30-year-olds has declined steeply in the last year. (Business Insider, The Atlantic)