New Trend in Fashion: Technology

If someone had told me that technology would be integrated into every aspect of our lives 15 years ago, I would have told them that they were out of their mind. Yet, without a doubt, technology has seamlessly become a part of our everyday activities within our homes, our schools, our cars, and even our fashion. Personally, I’m really excited about this trend! I think that virtual reality is going to play a major role in fashion and cannot see fashion and the designer’s dream come to life.

Burberry has become an industry leader as they started to incorporate omnichannel retailing into their business strategy. Within the last decade alone, Burberry has implemented their web-to-store strategy to create one cohesive unit – leaving their content to be informative, entertaining, exploratory and participative. This alone differentiated them from other luxury brands, which lacked digital strategies.

Some of the most impressive technology Burberry has executed is their RFID Technology tags, which help with stock and quality control. The tags also help enhance customer experience, as the RFID tags offer the customer with interactive mirrors when they enter the fitting room. Burberry also has a Digital Runway Nail Bar, also with RFID technology that allows the customer to choose their skin-tone to see what the nail polish color would look like on their hands. One of their recent campaigns also embraces their digital strategy, called Burberry Kisses, which allows you to send kisses to anyone around the world. Stores have also been equipped with iPads to replace cash registers, and will sometimes be used to show and offer customers fashion show items.

1. Potential challenge number one for the fashion industry is their ability to successfully portray and execute their luxury strategy on line. The luxury concept requires a lot of different qualities that need to be displayed in order to effective portray their brand culture. One of these concepts is time. While technology is known for their speed – fast getting information, and fast receiving their items – the luxury industry may not be ready for this. Time is needed for a luxury brand to create their masterpieces. Also, the digital world may hold back luxury brands from being able to express their unique qualities on line. Most luxury items satisfy multiple sensations of the body: sight, smell, touch, etc. Websites and being on line may not give off those similar sensations – and thus, may lose the “aura” the brand has acquired.

2. After all technology is hardware/software and malfunctions can occur. That is another potential challenge fashion brands will likely face as they embark this technological revolution. Malfunctions, such as missing information, glitches, or not working may completely disrupt the business and cause it to not run to its full capacity.

3. Security is of the most importance when it comes to business-client relationships. The incorporation of technology in fashion brands thus allows the possibility of this information being wrongfully distributed or leaked. While, this cannot only be detrimental to the fashion brand for losing the trust of their clients and thus their business, it can also be a major problem for the client’s themselves. This third potential challenge of making sure that their technology is extremely secure and impenetrable is a major concern.

https://www.youtube.com/watch?v=Oh6DcY7zoYI

https://www.youtube.com/watch?v=LRiZMVEIhas

NYC: The City of "Living the Dream"

New York City is notorious for their fashion-savvy individuals, making the entire city their own fashion runway. The Garment District, also known as the Fashion District, is generally between 5th Ave and 9th Ave from 34th to 42nd street. Within these small 8 blocks, fashion has been inspired, designed, and created. The Garment District is home to designers, wholesalers, manufacturers, fabric sellers, button makers, and seamstresses, according to the Harvard Business Law’s article “New York Fashion Industry Reveals a New Truth About Economic Clusters”.

As a Long Islander living in NYC, it is often troublesome to not let my inner suburban tendencies come out when it comes to dressing myself. Nonetheless, I try to stay to the basic knowledge for NYC fashion while instilling my own personal personality and creativity, and that is exactly what I would advise a new and inexperienced fashion designer in New York City who relies upon the Garment District.

1. Be Dismissive : In the textbook, the author describes this rule of “living the dream” as disregarding any details that do no line up or contribute to your dream. I think this is an essential element for new fashion designers. In NYC, it is so easy to jump bandwagon on someone else’s style or look, however in order to make it in NYC you also have to stand out. Following your own personal dream “look” is vital to becoming a major success here in the fashion city of the world. Who knows, your style might eventually be THE style for the masses ;)

2. Radiate from the core : Similar to any other entrepreneurial business, you must do everything to create your own brand, values, and mystique. The textbook uses this recommendation as a way to build your myth and dream. For a new inexperienced fashion designer, I would advise that they use this recommendation as a method of establishing who they are, what look/vibe they are trying to portray, what principles they wish to stand by and stick by them and follow through with those decisions in mind for every decision made within the brand. For example, if the fashion designer decides to go with a very top quality vibrant, stylish look they would obviously look for fabric sellers that sell bright, varied colored fabrics that may cost a little more, but are definitely great quality.

3. Take Care – a lot of care: When first creating a new dream that you wish for others to invest in and believe in, you must first take care of the minor details. Everything within the dream must align with one another, and seamlessly flow between one part of the dream to the other. In the case of the new inexperienced fashion designer, making sure that he/she is fully devoted to their brand and acts accordingly to their brand can complete this. Everything from the small details from where the fashion designer decides to sell, who their target market is, to the treatment of the workers must be flawless.

http://business.financialpost.com/entrepreneur/fp-startups/succeed-in-style-five-insider-tips-for-up-and-coming-fashion-startups

http://fashionista.com/2014/07/tips-for-new-designers

https://www.entrepreneur.com/article/226133

Zara: Growing into the Plus-Size Market

With a large population of plus-size Americans, I find it ridiculous how many fashion brands have decided to completely ignore this growing and booming sector. Some fashion brands, have even decided to negatively comment and flat out say that their clothing is too good for plus-size consumers.

According to studies, “roughly 67% of women in the U.S. wear sizes 14 to 34.” In 2014 alone, the plus size market grew to $17.5 billion in sales and is expected to continue growing. So why have brands blatantly not taken the initiative to move into this fast-growing fashion market?

Zara, a premium trendy fashion brand, does not carry plus-size clothing. In all of their store locations, their clothing stop at the size of 12.

Three recommendations based on Prestige Branding that I would advise for Zara on plus size is:

1. Go Bold: In the textbook, it says to provoke and polarize with a singular attitude. I think that Zara should do exactly that. Although, in today’s society it is uncommon for trendy fast-fashion to explore the plus-size market, I believe that Zara should become one of the pioneers. Zara should make a stance to introduce a plus size line and ignore other fashion brands stigmas against larger sizes. By doing so, it will not only differentiate Zara, but also bring revenue and publicity.

2. Don’t skimp: Plus size clothing has a lot of (unwarranted) stigma attached to them. It is for this very reason, if Zara should implement a plus size line that they should make every executional detail count. I would recommend to make sure that the plus-size line is just as trendy and fashionable as the smaller sizes, and to make sure that they are flattering. Clothing is a representation of the brand and their image, so this is extremely important.

3.Do more than you talk: Zara is notoriously known for not producing any advertisements, and should keep it as such. If they were to introduce the new plus size line, they should remain true to their fashion marketing and let their consumers do the talking. By remaining true to their strategy, it will promote that the addition of plus-size is not something out of the ordinary, in fact, it is normal and should be treated as such.

I hope that Zara, along with other fashion brands begin to open their horizons to the plus-size market and treat the plus size market as the valuable customers that they are. No, the plus size section should not be towards the back; it should be embraced and effortlessly displayed.

https://www.youtube.com/watch?v=OZSDjhucDwE

http://abcnews.go.com/Health/fat-shaming-middle-america-americans-big-zara-clothes/story?id=17725146

http://www.mamamia.com.au/zara-and-plus-size-clothes/

Plants Turned Into Fabric

COTTON. It’s in our favorite shirts, our undergarments and even your coffee filters! Known for their versatility and extreme comfort, cotton has been used for centuries all around the world for common household products.

Similarly to other products, the process to turn cotton into fabric is a long and particular process, requiring skills and a lot of machinery. Of course, the process starts off on a cotton farm. The process, which used to include human involvement at all times, is now a job for large machinery. Once the cotton is ready to be harvested, it is collected by a mechanical cotton picker, which looks like a giant tractor with teeth. It is then stored in modules, holding 13-15 bales of cotton.

After the cotton is collected, it is taken to a spinning factory.

1. The unprocessed cotton is then put into the cotton gin. Created in 1793 the cotton gin is used to reduce moisture and improve fiber quality. It is because of the cotton gin that cotton is easily mass-produced and has a widespread usage. Essentially, the cotton is cleaned, compressed, tagged and stored by the cotton gin.

How the cotton gin works:

- Cotton enter module feeders that fluff up cotton before cleaning

- Vacuum pipes send cotton to be cleaned and dried, removing excess moisture and breaking up large chunks of cotton.

- Soil, leaves, and other larger materials are removed by rods or screens, typically using a stuck machine that uses centrifugal force

- Cotton is sent to gin stands, where revolving circular saws pull the fiber through wire ribs, separating seeds from the fiber.



2. The cotton must then go onto the carding system. Carding is the process of pulling cotton fibers into a parallel direction. This allows cotton that may be too short, or is mixed with foreign objects to be eliminated and not used. Through machinery with specific wire toothed rollers, the cotton is transformed into a continuous, soft, rope-like strand called a sliver.

3. The cotton is then stretched, twisted, and is often spun into yarn. Ring spinning machines twist the product, until it is tight and thin until it reaches the “count” needed. The yarn is then taken to a to a circular knitting machine where the yarn is turned into fabric. The knitting machine uses thousands of needles, depending on the width of the fabric needed, to interlock loops of yarn and create fabric. The fabric is then washed, dyed and ready to produce shirts.

https://www.youtube.com/watch?v=QYa4zneKbeY

https://www.youtube.com/watch?v=ZJOteam-zWw

http://www.toyota-industries.com/product/textile/textile/made.html

http://cotton.tamu.edu/Kids%20Educational%20Materials/Cotton-From-Field-to-Fabric-129k-PDF.pdf

Lifestyle Brands

I strongly agree that lifestyle brands are going to get bigger and better as time passes. I believe that consumers are no longer obsessed with attempting to buy high-luxury, expensive clothing brands. Individuals much rather buy clothing and other accessories that reflect and accentuates their personal values, and can contribute to the world.

Consumers are becoming more conscious of the effects of slave labor, non-environmentally friendly products, and want to feel as if they’re making a contribution towards a better world. By integrating shopping and consciousness at the same time, consumers feel proud of their purchases. It is essentially killing two birds with one stone.

Lifestyle brands are taking the fashion world by storm.

1.People Tree: Ethical Clothing & Fair Trade Fashion

According to their company website, “People Tree aims to be 100% Fair Trade throughout our supply chain”, and promises “to protect the environment and use natural resources sustainably throughout our trading and to promote environmentally responsible initiatives to create new models to promote sustainability. Sustainability is essentially the concept of meeting the needs of the present without compromising the ability of future generations to meet their own needs. Many have heard of this concept through prestigious and influential celebrities, such as Leonardo DiCaprio, Brad Pitt, and Gisele Bundchen. In efforts to make the world a cleaner place to live presently and for future generations, many consumers buy eco-friendly clothing to help the cause.

http://www.peopletree.co.uk/about-us/mission

2.Eileen Fisher

With clothing being exceptionally low cost, people have begun to wonder how companies make a profit. Unfortunately, the truth lays in the manufacturing of the products. With over 97% of garments made outside of the US, third world countries have been victims of slave labor. Workers of big garment corporations have been under fire for their hazardous working conditions in places such as El Salvador, Bangladesh, and China.

Eileen Fisher, a women’s apparel organization, has made it her mission increase US manufacturing for her clothing line. While the organization does have an alternative supply chain in Arequipa, Peru, they have promised that they are Fair Trade certified and their workers are paid higher fair trade wages. They have also pledged to use organic and sustainable fibers for their clothing, and use dye without hazardous chemicals.

Last Week Tonight with John Oliver’s segment on Fashion perfectly describes the growing problem of outsourcing clothing manufacturing to third world countries.

https://www.youtube.com/watch?v=VdLf4fihP78

http://www.pbs.org/newshour/bb/business-july-dec04-corporate_12-23/

http://www.wliw.org/leadingwithkindness/profile/eileen-fisher/

3.Lululemon

Being healthy, inside and out, is something that a lot of consumers have been gravitating to.

Lululemon is a yoga-inspired athletic brand, with the purpose of creating garments for people to “live longer, healthier, fun lives.” The company’s philosophy evokes a lifestyle choice – to elevate the world from mediocrity to greatness, to be active, yet look good while doing it!

I believe that although Lululemon has some Grade-A quality clothes, it is what the company stands for that makes the brand popular. It reflects the personal values that individuals wish to fulfill, such as health.

Consumers are starting to realize that they are just as responsible for creating a better world, as the big corporations that surround them. We are now being conscious that it is our money that make companies successful, and we have the power to make a difference.

Is J.C. Penney soon to close for good?

J.C. Penney, founded in 1902, was once a powerhouse department store that was home to women and men fashion, home appliances, bedding, auto center, and even ammunition and guns. However, within the last decade J.C. Penney has been fallen into a state of ruin, as it faces branding and marketing problems.

The Texas-based department store was a victim of bad guidance on behalf of their CEO. In November 2011, Ron Johnson, former retail boss at Apple and Vice President at Target, was named CEO of J.C. Penney. Once recognized as a retail genius, Johnson is known predominately known for the demise of J.C. Penney due to his new strategies implemented through his time.

Within his short amount of time at J.C. Penney, Johnson got rid of coupons, launched a new pricing strategy, and even created a new logo, which was the third one in three years. Though Johnson thought he was doing more good than damage, his advice and governance was too similar to that of Apple’s.

Many critics claim that although Johnson’s new strategies were great, it did not fit the criteria needed for a department store. According to the Business Insider, Johnson even introduced his new plan in an “Apple-style conference”.

Consequently, J.C. Penney results were detrimental. Sales were horrible, claiming that the company lost $1.3 billion in 2013, which caused thousands to be fired, from retail associates to high CEO corporate employees. It also caused over a thousand store locations to be closed.

Once the company saw that Johnson’s strategies were not working, the company switched to “everyday value”. Margins, was and still is one of J.C. Penney’s biggest problems they face today. According to CNBC, “the back-and-forth between coupons and every day low price (EDLP), the company could not catch a break as comparable store sales dipped below 20 percent.” With horrible margins and an overstock of clothes, J.C. Penney had no choice but to put everything back on sale and were victims of repeat clearances, thus lowering the name of their brand. Although, consumers love a bargain, when a company is always on sale, it is seen as a cheap brand and undesirable.

Due to margins and low cash flow, it was no surprise that costs were beginning to become a problem for J.C. Penney. Without making a significant change to store numbers and their limited utility/maintenance account, the customer service in J.C. Penney also took a turn for the worst. A Huffington Post article shows the J.C. Penney department store not looking up to par with display cases disorganized or not full of merchandise, little to no assistance nearby, and clothing on the floor. The visual presentation was not attractive, thus not attracting any customers as well. Personally, seeing messy racks and not finding any retail associates around, tell a lot about how a company wants to be represented, and leaves a mental image in my head before entering the location ever again.

Although analysts say that J.C. Penney is not completely ruined due to the latest earning release, they still have a long way to go to get back to the prime department store that they once were.

http://www.fastcompany.com/3008059/ron-johnsons-5-key-mistakes-jc-penney-his-own-words

http://www.cnbc.com/id/100627721

http://www.huffingtonpost.com/2014/02/19/jcpenney-photos_n_4810896.html

The Man. The Myth. The Legend: Giorgio Armani

Giorgio Armani has made his mark in the fashion world, and is now taking over the contemporary art world. Giorgio Armani is famously known for his "ready-to-wear" collection, but also his expensive fashion lines that have equally been made accessible to the public. Armani is notorious for making an extravagant impression upon both the public, and his celebrities friends likewise. How many collections does a fashion designer have to make a museum of their own? Well, with collections of haute couture, ready-to-wear, shoes, accessories, leather goods, cosmetics and now home interiors, it is no surprise that Armani has made the grand move of making his very own museum dedicated to his works of art, which will now literally be "works of art." With the creation of the Silos Museum, his legacy will now physically live forever. The museum represents a living art show, and most importantly to the fashion industry, a living fashion show. His fans will now be capable of visiting his museum to indulge themselves in Armani history and arts, that may not have been accessible to him if it were not for the museum. Emporio party was Armani's bridge to the future, but the Silos museum is Armani's bridge to his legacy. The Silos museum also adds to Armani's mysterious, yet strike of genius, that characterizes him and his brand. The creation of this museum is breaking all the rules, something that he is known for doing and only further's his legacy of thinking outside the box, when it comes to his events. This adds to Armani's popularity and "cool" factor, upping his fashion marketing brilliance to an all time max, as he is one of the few fashion designers that have the honor of having a museum solely dedicated to them. In true Armani fashion, the future is always a work in progress. For the future, Armani can utilize his museum for future fashion show events, and even use it as a location to establish or highlight some of his newest fashions. According to the Silos Museum website, the exhibition tells a story and shows the style divided by themes that inspire and continue to inspire to creative work of Armani. In order to create public buzz, something that Armani has conquered and established precedent for, I would not hold it against Armani if they would use the museum to show some new unrevealed pieces, causing a frenzy. The Armani brand is truly iconic. With their exceptional lines that offer comfort to both the public and celebrities alike, and their meticulous yet fun marketing strategies, I do not see the end of Armani, nor his legacy to end soon.

http://www.architecturaldigest.com/story/armani-silos-museum-opens-in-milan

http://gotham-magazine.com/two-new-giorgio-armani-lines

http://www.wmagazine.com/culture/2015/08/giorgio-armani-museum/

With almost 50 years in the business, Ralph Lauren is still incorporating itself into today’s society. As said by Mr. Lauren, himself, “Fashion is about changes, youth, aspirations, about what’s going on around the world – a blend of all things happening.” Ralph Lauren Corporation has taken accountability of their founder’s words and has done exactly that.

Although Ralph Lauren is under new supervision, their sales have continued to increase. Mr. Ralph Lauren stepped down from his role in November 2015, and appointed Stefan Larsson as the new Chief Executive. Larsson has an extensive knowledge of fashion and the retail business, making him a force to be reckoned with. Former H&M executive is credited to reviving Old Navy from the dead and has a proven record of creating company growth and profits. The appointment of an experienced fashion executive, as CEO would be a sign that Ralph Lauren may be a part of the growing retail trend.

2016 so far has been a major year for Ralph Lauren attracting millennials. It is obvious that social media platforms is the way to reach young consumers, especially if their clothing are featured in prominent celebrities pages. In the beginning of the year, a custom Ralph Lauren bomber jacket was made and sent to Kim Kardashian and Kanye West’s newborn Saint. There have also been rumors that Drake is going to partner with Ralph Lauren for his OVO line. If this were to happen, this would definitely put millennials on board with Ralph Lauren, and gain the brand ultimate recognition.

The fashion brand is expected to make appearances in worldwide events, as well as on the movie screens. Ralph Lauren is an official partner of the worldwide-anticipated 2016 Summer Olympics. This partnership has become a small tradition within the Olympics, and is surely to bring a lot of attention to the fashion brand. The very talked about movie, Zoolander 2 has also made some mentions of Ralph Lauren. In a cover ad of US Esquire, Ben Stiller, who plays Zoolander is wearing Ralph Lauren’s Purple Label 2016. In the Vogue Zoolander cover ad, Penelope Cruz is wearing the infamous “Blue Steel” dress alongside Ben Stiller.

http://www.nytimes.com/2015/09/30/business/ralph-lauren-creator-of-fashion-empire-steps-down-as-ceo.html?_r=0"

http://www.highsnobiety.com/2016/02/05/ovo-2016-spring

http://www.teamusashop.com">

Straying Away

Haute couture is known for their strict rules and procedures. From only having two dozens designers who are allowed to use the label haute couture, to regulating how products are made, only being handmade and in Paris – it is one of the hardest and most exclusive groups to be a part of. However, even within these severe regulations, without change there is no way that a house or brand can simply survive.

I do not believe that modern couture fashion shows are consistent with their legacies. The truth is haute couture was created as a necessity “for high-class Parisians in the 19th century”, according to Lisa Armstrong’s article “Inside the rarefied world of haute couture shopping in the Telegraph. However, their consumers have been opening to a new crop of clients – American working women. Not only is haute couture available to different women, but haute couture fashion shows as well. Typically fashion shows were only meant for billionaires and the top elite.

Probably the most important aspect of haute couture is the creation of the fashion pieces. With each item, it is carefully and precisely constructed, to ensure that the piece is completely flawless and spectacular. As said in the Wall Street Journal video “Haute Couture: Working Women Entering Fashion Pinnacle”, part of the experience is to go in for fittings – especially for the price the consumer is paying. However, within the haute couture culture, fittings may be a thing of the past. For example, Dolce & Gabbana now use a wooden mannequin with their frequent customers and their specific measurements. With the new mannequins, the customer is no longer required to come and get personally fitted, thus losing part of the haute couture experience.

Like Ungaro and Ferragamo, haute couture constantly has to add licenses or add new unconventional items to their brand in order to stay interesting and relevant. Due to their continuing loss of profits, they have opened their minds to licensing and even opened up to using technology to create an un-traditional haute couture.

http://www.thedailybeast.com/articles/2014/01/27/the-new-queens-of-haute-couture.html

http://www.metropolismag.com/Point-of-View/May-2014/Its-Electric-Wearable-Tech-Goes-Haute-Couture/

Celebrity Favorite Go Out With Style

It seems as though anyone is susceptible of the damages of economic hardships within the United States. Famous fashion designer, Maria Pinto business was ceased and filed for bankruptcy. She closed her Lola Black LLC Company and her boutique in Chicago’s West Loop. According to USA TODAY, “Pinto cited, “increasing economic challenges and soft buying trends at the top end of the apparel market” among the reasons for the downfall for her business.” She also recognizes that typical startup mistakes in financial management and operations also had an effect on her brand and company. Maria Pinto was well known for her pieces for celebrity Oprah Winfrey and First Lady Michelle Obama. At the peak of her career, Pinto was even featured on the Today Show for the pieces she made for the First Lady.

In today’s world-especially with the social media rise- everyone wants to look and feel like celebrities. Arnault did exactly that with his recommendation of having products that are fashionable, yet accessible. Opening and attracting retail business as a beautiful and fashionable but affordable price could have been a major key to maintain Pinto’s fashion brand. After all, “the reason to be a designer is to sell”

Arnault also suggested the use of partnerships to maintain or revive a brand or fashion house. Partnering with another company cannot only enhance your popularity and recognition due to brand awareness, but it also allows you to open your versatility and creativity. According to The Enf of Fashion, Fashion is very different in today’s world. It is very important to link up with each other.” (p. 51 Kindle Edition)

Word of mouth marketing is also a perfect way to create a buzz. Arnault passed out Vuitton cashmere scarves to his friends. He stated that it was an easy idea, and a cheap and had a long longevity. By distributing the scarves, it is no longer seen only on a mannequin to be desired but it is now something tangible that is seen on your brother, sister, or best friend.

http://www.totalbankruptcy.com/news/articles/celebrity/celebrity-designer-bankruptcy.aspx

http://www.nytimes.com/2010/05/01/us/politics/01maria.html?_r=0

http://content.usatoday.com/communities/entertainment/post/2010/02/michelle-obama-designer-maria-pinto-goes-out-of-business/1#.Vq19XzbcBFI