Adidas has been investing in projects such as factories in Germany and the US that will allow it to get top-selling items on shelves much faster than manufacturing in Asia (where Adidas still makes most of its goods) and shipping them in. The strategy is exactly the same as the one that has made fast-fashion retailers Zara and H&M so successful: It allows Adidas to make less product up front, and to quickly replenish items that are selling well. That way, it ends up with less unsold product later, improving its margins.
More and more customers are in demand of precise informations about their clothes and want to know how they were produced. Numerous scandals about working conditions in the fashion industry led to the rise of a collective awareness of these issues and most brands had no choice but to adapt themselves to these new expectations.
Created in San Francisco in 2011 by Michael Preysman, Everlane is a brand that is based most of all on transparency. Its moto is “Radical transparency“. It claims to be transparent on its costs, on its production process and on its prices. This concept is definitely successful : it generated 12 million dollars of income in 2013 and this amount doubled in 2014 according to Bloomberg. Matching an increasing demand of transparency, the brand easily found its audience.
IS THE BRAND REALLY THAT TRANSPARENT?
The company’s giant recycling facility in Germany receives hundreds of tons of old clothes a day. Can it find a way to turn those old clothes into new garments and make its business model sustainable?
The online ‘fast fashion’ sales model is doing wonders for a new breed of northern-based online retailers targeting teenagers and young women
Brand collaborations are by no means a new phenomenon in fashion — incredibly, it’s already 12 years ago since H&M unveiled their first collaboration, with Karl Lagerfeld — yet, 2016 seems to have been particularly saturated with brand cross-pollination. In the wake of logomania, that once again pushed the identities of brands to the forefront (for a variety of reasons), labels seems to once again know the value of their brand equity. These collabs are multivariate, but usually entails a mix of high and low, sports and RTW, or the like – creating hybrid pieces that has the price range of the high street, but the street credit of the luxury store. This week, Hypebeast launched a competition awarding the most memorable collab of 2016 – the list includes Puma x Fenty (Rihanna), Kenzo x H&M, Supreme x Undercover, to name just a few.
How does the fast fashion behemoth respond to trends in just days? The Wall Street Journal reveals its strategy.