fashion5ysu - Tumblr blog

[fashion5ysu]

International clothing retailer, H&M, is testing out a new fashion service at their flagship store in Stockholm. The service is a clothing rental program and will be available at this location for a three month trial period. The program charges a flat weekly fee to loyalty members of H&M and allows participants to rent clothing pieces from a 50 item clothing collection. This is being done in an effort to reduce the negative environmental impact of the company, and to further paint H&M as an environmentally friendly brand. The company hopes to offset more than it produces by the year 2040.

[fashion5ysu]

https://www.cnbc.com/2019/11/19/levi-strauss-ceo-chip-bergh-on-taking-big-risks-with-the-jeans-brand.html

Levi Strauss & Co. jeans are as American as apple pie and baseball; they are an American fashion staple and have been since their inception in 1853. As the decline in denim sales occurred, Levi’s struggled to find ways to remain relevant and appealing to younger generations. 

In an effort to practice open corporate social responsibility and ethical consumerism Levi’s have taken to public stances on support of gun control and DACA (Deferred Action for Child Arrivals.) Taking stances on political issues may sway loyal customers and investors, but Levi’s took the plunge anyway.

Levi’s has recognized the trends of younger consumers and began to specifically position themselves to remain relevant. The company is an American fashion icon and in order to stay in good hands, they must align their views with the younger consumers as they will be the ones that decide if Levi’s can stay afloat.

- Allison Marado

[fashion5ysu]

The fashion retailer Quiz has partnered with the company True Fit to bring personalization to their customers. Customers are now able to receive styling and sizing advice for the best possible experience. Quiz hopes that this partnership will lead to less returns and a highers and more luxurious brand image. This article goes along with the business practice of e-commerce and partnering. Quiz uses e-commerce to reach more potential customers and they are partnering with True Fit to increase their customer satisfaction. 

KC

[fashion5ysu]

With the rise of trends in the fashion industry such as direct-to-consumer companies like Stitch Fix, and easily shoppable brands featured on Instagram and Snapchat , how will classic department store brands such as Ralph Lauren stay “cool” to the upcoming generations? Department store sales have been dropping immensely over the years due to these new digital and online trendy stores who market themselves typically through influencers on social media platforms. With the retail world changing constantly, what marketing tactics will these brands use to continue to reach the upcoming generations and keep up with the trends? The President of Nordstrom mentioned how important it is to give your customer an experience so that shopping isn’t just about a list. In the retail world, that could be one of the best moves for brick and mortar stores. They must give people a reason to want to come and shop and providing an experience can help them promote their brand and reputation. Check out https://www.forbes.com/sites/andriacheng/2019/11/01/fashion-industrys-old-guards-share-this-big-anxiety-how-to-be-cool-with-gen-z/#1837e4175764 for more information on how brands are planning to stay on trend! Thanks for stopping bye!

#GenZ #Millenials

-Sophia H.

[fashion5ysu]

Barney’s stores are closing all across the country. The once famous fashion merchandise store has gone bankrupt and has sent it’s company to auction. Consumers and industry workers alike have been surprised and shocked by the news. The store rights were auctioned off to the highest bidder, Authentic Brands Group. ABG plans to liquidate the company and sell the existing merchandise in Sak’s Fifth Avenue stores. The clothing will be marketed under the Barney’s name in an attempt to keep, the once fashion giant’s brand, alive. ABG believes the brand has enough consumer recognition to do so. What do you think?

-Hannah D.

[fashion5ysu]

https://www.cnbc.com/2019/09/09/vsco-girls-and-the-shift-in-teen-culture-to-embrace-brands.html

Generation Z are loyal trailblazers whether it be for brands, causes, musical artists, etc. This generation is known to show themselves as loyal to specific fashion and lifestyle brands and products; these brands usually having a clear purpose in the market. These brands and products fill their carefully curated social media feeds. Generation Z girls love Hydro Flask water bottles, Crocs shoes, FjallRaven Kanken backpacks, and have even brought scrunchies back in style. These teens are called VSCO Girls.

VSCO is a social smart phone application used to edit and post photos similar to Instagram. This application is popular amongst young Generation Z girls following and embracing this new, specific aesthetic. On VSCO you will see Generation Z teens show off their newest checkered Vans sneakers paired with their thrifted mom jeans and Hydro Flask.

VSCO girls are a marketers dream. These girls are willing to spend money to support a brand that brings them a spot in a specific subculture, and shares their purchases on social media. VSCO girls aren’t being paid to do this, they are trying to gain leverage, followers, and influence others. Many of these girls have only heard of these brands from other VSCO girls, showing the importance and continued relevance of Word of Mouth Marketing in the year 2019.

[fashion5ysu]

Are you tired of spending your whole paycheck to update your wardrobe? Well, with the help of Sandeep Dalal, you no longer have to worry about that! He developed his own business plan called Choltry. Choltry is simply an online retail service for women of all income levels that rents premium office wear for only $9.95 per week. Included in this cost is free shipping and dry cleaning services.  Sandeep wanted to create a fashionable, yet sustainable platform to solve the problem of how to provide quality clothes for professional women who are on a limited budget, or simply have no time for shopping. Choltry is currently in the growth stage of the product life cycle meaning, they're still establishing their position in the market and working on increasing sales and improving profit margins.  For Sandeep and Choltry, this is just the beginning.

Would you rent out a new wardrobe if it meant not having to leave the comfort of your own home? I know I would! 

-Ally C

[fashion5ysu]

While trends come and go, is the trend of sustainable fashion here to stay? If so, how will companies adapt to meet their consumers needs? https://www.forbes.com/sites/andriacheng/2019/10/17/more-consumers-want-sustainable-fashion-but-are-brands-delivering-it/#3327dfab34a5 shines a light on this macroeconomic trend and how vital it will be for companies to adjust to this in order to satisfy their customers. The article mentions how from 2016 to 2019 the search “sustainable fashion” has nearly tripled as the consumer base of millennials and Gen Z are seeking more eco friendly, sustainable brands. But just how will companies keep up with this trend, as it becomes more costly? Forever 21 just recently filed for bankruptcy and released this statement: “ A population focused on sustainability just doesn’t fit with Forever 21’s ethos.” In a world where trends are changing drastically, how will the industry leaders direct their marketing mix to ensure they keep their customer base? It seems as these trends continue, it could be difficult for companies to market their products and position themselves in the face of competition. Perhaps they can consider truly listening to their customers wants and can begin to create a more sustainable, eco friendly brand. They then can advertise this to their consumers and begin to create a brand loyalty because they are meeting the consumers wants and needs. Thanks for stopping by!

#sustainablebrand #newmarketingmix

-Sophia Hauser

[fashion5ysu]

https://www.businessinsider.com/fashion-piracy-and-non-existent-copyright-laws-are-good-for-fashion-industry-2010-3 

Fashion designers are waiting the ability to copyright their fashion designs. They believe that they will be more profitable once “fast fashion” is no longer at its height in society. What these designers don’t realize is that fast fashion actually helps create trends, which in turn makes them more profitable. Trends in marketing last for a while, and more often than not, these trends are in fashion. Trends allow designers to be constantly creating new designs and new trends. So would copyrighting designs really help them? 

-KC

[fashion5ysu]

The future of fashion journalism has taken a surprising turn. New Instagram fashion accounts called ‘Closet Accounts’ are popping up on social media, taking the place of traditional journalism media. These accounts are primarily ran by teenagers and members of Generation Z, and showcase the latest celebrity fashion trends. Adults in the industry are in disbelief watching as the teenagers race to post the trends first. The account owners follow celebrities and fan pages to get their fashion content and inspiration. They then re-post the celebrity photos with links and information about the fashion pieces being worn. These posts have caught the attention of stylists, designers and celebrities themselves, giving definite influence to the accounts and owners. Are Instagram Closet Accounts the future of fashion journalism? - Hannah D

[fashion5ysu]

The famous Victoria’s Secret Fashion Show that has been around since 1995 is finally considering a change in their marketing strategies. Chief Executive, John Mehas, will become more interactive in the marketing being integrated at the L Brands company known as Victoria’s Secret. Everything from the photographs to the messaging along with how VS performs on social media and in-store advertisements are looking for an upgrade. Big changes to the Fashion Show are likely to happen within the last few months of the year leading up into early 2020. Investors, skeptical of the idea, send shares down 13% in a recent trading. Is a change in marketing what the Fashion Show needs? Will performance rates increase over time or will the turnaround remain slow? Guess we’ll find out when the Fashion Show premiers in a few months! 

•

•

•

- Ally C

[fashion5ysu]

Food and fashion?? I guess that is a thing now! The cheesy snack brand, Cheetos, made a debut in their own show during New York Fashion Week. The “House of Flamin Haute” featured models in Guy Fieri flame shirts and they walked the runway to “Juice” by Lizzo. Cheeto rimmed cocktails also made an appearance as a treat during the show. The purpose of the show was to showcase the current relationship between fast food, internet culture, aesthetics, as well as street wear and the effect they have on one another. The styles that the show featured were influenced by social media trends of flames on couture dresses and hot colored accessories. This was a very bold marketing move that Cheetos made and it seems to have worked quite well in their favor. Now that Cheetos has chose to come in relation with the fashion industry , will they make other marketing moves and merge into other new industries? This show got a lot of attention and definitely attracted an audience, but the real question is.. will the color of 2020 be flaming hot orange?

-Sophia H

#fashion #marketing #cheetos #flaminghot

[fashion5ysu]

Are we buying to support sustainability or do we simply admire the celebrity whose face is attached to the campaign? Sustainability is the avoidance of depleting natural resources to maintain ecological balance. Celebrity endorsements are not new to the marketing world and are as prevalent as ever. In today’s market, sustainability is becoming a new norm; companies are promoting green marketing to promote themselves and the longevity of our planet and the techniques they use.

Brands such as Adidas are recruiting celebrities like Grimes and Taylor Swift to promote their products and sustainable fashion methods. This however brings about a few more questions; do we need to purchase something new just because it is sustainable? Do we simply repair what we already have? Are these companies being truthful about their sustainability claims? Nonetheless, the brands are still making new products and advertising them those the public, while also promoting eco friendly lifestyles.

- Allison Marado

[fashion5ysu]

Fashion in Milan is making headlines for their “A New Awareness” campaign that highlights sustainable fashion practices. The campaign was started by Vogue’s editor and chief who notes that consumers are more conscious than ever about their purchases and want to know the behind-the-scenes of manufacturing, including in the fashion industry. This, combined with the heightened environmental consciousness of consumers, caused her to launch the campaign. The campaign will showcase Milan designers environmentally friendly practices from manufacturing to sales. This campaign could entice the younger generations, Y and Z, to buy more luxury fashion because they are the most environmentally conscious consumers. Read and comment your thoughts below- is sustainable fashion really the future?

-Hannah D

[fashion5ysu]

We all know the brand Tiffany & Co., as an American, high end, luxury and specialty retailer, headquartered in New York City. They specialize in jewelry, sterling silver, china, crystal, fragrances, watches, personal accessories and some leather goods. The next time you are passing through a Tiffany & Co. store or are simply just glancing through the window, you may be surprised to see a bunch of male shoppers. Arriving on October 1, 2019, Tiffany & Co, is hoping to expand their target market and expand their product line by introducing their newest collection: Tiffany Men’s. Check out the article, and let us know what you think of the new product line! Is it going to bring in more customers and more revenue? Stay tuned! • • • - Ally C

[fashion5ysu]

Converse is always thinking up new designs, and this time it's sustainable! They have a new shoe where the tops are made of upcycled jeans which come in light, medium, and dark wash denim. It's not only unique, but it's a great way to cut down on waste. I'm a huge fan of sustainable business practices, so it's great to see that Converse is starting to get involved in this marketing concept. This practice helps both the business and its consumers cut down on waste. It might also save converse some money by not having to create their own textiles. Give the article a look and don't forget to share it!

[fashion5ysu]

To kick things off, we thought we would dive in to marketing trends in the fashion industry, and in specific the future of these trends! We know digital and influencer marketing are common marketing tactics in this industry with the rise of companies using social media increasingly, but just where are these trends headed in the future of fashion and marketing. This article mentions how in 2020, that premium brands are projected to go beyond just demographics and statistics, and that they will then be offering personalized content based on behavioral data. Go and check out what else https://jingdaily.com/luxury-marketing-trends-2020/  has to say and a further  glimpse into fashion marketing trends in 2020.

-Sophia H