Matteo Marzotto acquires stake in Dondup and is named president

Matteo Marzotto acquires stake in Dondup and is named president

Matteo Marzotto has acquired stake in Dondup and has been named president. Its former president Massimo Berloni will remain with the brand as honorary president. Manuela Mariotti, who co-founded the brand in 1999 with Berloni, will remain creative director. 

Greenshowroom and Ethical Fashion Show to expand exhibition space

Greenshowroom and Ethical Fashion Show to expand exhibition space

Greenshowroom and Ethical Fashion Show are expanding their exhibition space for their winter edition taking place from 17th till 19th of January 2017. With this, their catwalk shows ‘Salonshow’ and ‘Ethical Fashion on Stage’ will be moved to the Energie Forum next door. The remaining space will then be used for more exhibition space.

S/S 17 Collection by 5:31 Jerome

S/S 17 Collection by 5:31 Jerome

In designing the 5:31 Jerome collection for men and women, Jerome LaMaar looks to the future through the evolution of the human race, and explores the idea of the cosmic race of multicultural fusion. Street wear, oceans, tan skin, ethereal ideas and evolution of glamour all come together in this collection, AWAY, which featured  which featured sweaters and jackets with Swarovski crystals, in avant garde cuts.

“The look refers to a conceptualized approach to futurism and the high tides that are forecasted to arrive at our shores,” says Lamaar of the collection. The handpainted straw hats symbolize a UFO. The shapes of the models’ fingernails referenced surfboards , and the eyewear was hand crafted in Japan in collaboration with Archibald Optics. On the models’ feet were Birkenstocks, encrusted by hand with seashells and pearls."

Parajumpers presents its 7th episode of ‘Stories by Parajumpers’

Parajumpers presents its 7th episode of ‘Stories by Parajumpers’

This latest visual travelogue features an escape on the Mediterranean sea, where Massimo Rossetti – the Parajumpers’ Creative Director – is braving the waves on his Californian vintage sailing boat. Inspired by “Corto Maltese”, the main character of Hugo Pratt’s comic book, the “The Ballad of the Salt Sea”, Massimo Rossetti reflects on past, present and future and his love of sailing and the immaculate beauty of the sea, comparing himself to Maltese, who is “a gypsy, a sailor that travelled the world and had extraordinary adventures”.

“’Stories' is about boundary-pushing personalities who are inspired and driven by everyday beauty, something we often tend to ignore” explains Rossetti. “We want to give them a voice, to let them tell their very own stories – stories that become the filter through which we define our dreams, goals and possibilities” he adds when referring to the recent video footage of 'Stories by Parajumpers'.

Mustang presents new retail architectural concept

Mustang presents new retail architectural concept

Mustang, the Denim specialist from south Germany, has upgraded its brand architecture and presents this for the first time at Karstadt in Hamburg on more than 30m2.

It now features a selection of high-quality materials combined with unique elements bringing about a modern, bright and friendly appearance: white lacquered wood meets warm rolled steel and oiled oak, resembling a marriage of modern zeitgeist and traditional craftsmanship. This concept will be integrated step-by-step into all Mustang showrooms, shop-in-shops, trade-show representation and enterprise retail spaces.

The recently opened Mustang monobrand store in Dubai also was designed according to this concept and so will be the relaunch of Mustang retail spaces at Kaufhof Düsseldorf and Karstadt Frankfurt, which follow later this year.

“It was important for us to find a language of design and form that reflects both our heritage as well as our vision for the future”, explains Dietmar Axt, CEO of the MUSTANG Group. “Even if our current innovative product development is occasionally ahead of its time, we will never forget our roots as the first European jeans brand.”

Tommy Hilfiger introduces #TommyNow: a new runway concept

Tommy Hilfiger introduces #TommyNow: a new runway concept

Tommy Hilfiger has announced #TOMMYNOW, its first ever in-season fashion show, taking place on Friday, September 9, 2016 on “Tommy Pier” at South Street Seaport in New York City. The Fall 2016 designs, including the TommyXGigi collection designed in collaboration with Gigi Hadid, will be available to purchase globally through e-commerce, retail, wholesale and social commerce channels the moment they hit the runway.

The #TOMMYNOW runway show will be open to the public, reflecting Hilfiger’s longstanding vision to democratize fashion and engage consumers in a fun, unique experience both onsite and online. The shoppable live stream will allow those at the show and those watching remotely to immediately shop every look on tommy.com. The runway collection will be immediately shoppable at the show using digital touchscreens, and remotely through live stream and social commerce channels, including Instagram, Snapchat, Facebook and Pinterest.

Amsterdam Denim Days to debut New York edition

Amsterdam Denim Days to debut New York edition

Amsterdam Denim Days will be debuting in 2017, a New York edition of its denim festival. The event is set to combine the artistic and cultural organisations of both cities.

&ldquo Yes, the big word is out! Next year New York City will turn indigo blue as we run a serious New York Denim Days edition in 2017! Wanna hear more about about this Blue Festival come and visit our talk 'Towards a Brighter Blue' at the Dutch Consulate in NY this Friday starting at 9.00 a.m. See you in NY!"

Editor’s Say: Bread & Butter – A new B2C event

Editor’s Say: Bread & Butter – A new B2C event

E-tailer Zalando hosted the first “new” Bread & Butter in Berlin after BBB’s collapse as Europe’s dominant leisure-wear trade event. Around 25 leading sportswear brands such as Tommy Hilfiger, Levi’s, G-Star, Converse and others took brave initiative and substantial investment by creating impressive futuristic booths, offered visitors, who were end-consumers en large, possibilities to customize product and interact with the brands. Zalando did its best to entertain visitors by all means. However, if such big (and impressive) investments from brands will be seen in person by only 20,000 consumers (those were the officially reported visitor numbers), not industry professionals, the question arises, whether this justifies the costs. Of course, the goal was to reach consumers via all channels of the internet, but this will happen as well during B2B fairs.

Let’s for one moment take a step back and do the maths: compare the combined budgets present at trade-shows of global buyers from department-, multi-brand or bigger online store (like Zalando itself) and compare it to the effect of inviting 20,000 end consumers including their possible followers to an event. Where are guaranteed sales? What advances a brand globally?

It is clear, that there are marketing advantages. However, even using Gigi Hadid is short-term and relevant only for a certain market, and only substantially for the one brand using her, despite Tommy Hilfiger having done so very well.

Further, despite current efforts of many brands to desperately sell to consumers directly and cut middle-man to control all sales – do not forget, that such thinking got quite some big brands into existential trouble, such as the Sixty Group. Too many own stores, long leases for too much money, no more flexibility, not interesting enough by themselves to truly attract enough end consumers into the stores-  to make it short: brands should concentrate on creating desirable and sellable fashion; Retailers should concentrate to market this fashion best and create environments of interest and pleasure, inspiring consumers to buy such products.

That is still the best working formula today, if done properly and adapted to today’s times with online-stores. Most major brick and mortar stores operate also an online store today and generate more online sales than offline sales in their traditional stores. But they need both to be successful and there is no way around these influential retailers in order to position a brand globally and long-term.

I do not have to remind this industry that the multiplier effect of the big retailers marketing a brand and a product correctly is substantial. Not only brands can use the power of digital influencers.
Don't make the mistake, some have done before, to put all eggs into one basked, but use this power retailers have and are curently inventing models to use this even more efficiently. 

A further feature of this industry is to give smaller brands a chance, to advance those that bring varieties to the big ones and really make fashion a creative industry. Those do not have even a close shot at either building huge booths, nor paying digital influencers or even reaching a critical mass of end consumers. They still need retailers.

Don’t get me wrong: Zalando invested heavily, did a great job, but aimed clearly and solely to reach consumers. This Bread & Butter had nothing to do with the old one, a typical B2B fair, connecting and inspiring the industry.

How will Bread & Butter evolve? Zalando already said they will continue it. Brands do not have results yet to comment how happy they will be to return again.

In my mind, unless the concept will change into a B2B/ B2C event, Karl Heinz Müller’s correctly assumed but wrongly executed route, this will not be the perfect answer to today’s question how to market a brand successfully to consumers on a global level whilst generating the necessary sales. Don't forget – marketing and sales is not only B2C or B2B – it is all about the correctly balanced mix. 

Klaus Vogel

Publisher & Editor
WeAr Global Magazine

 

 

 

 

ISKO commision at Love Thy Denim exhibitionISKO commision at Love Thy Denim exhibition

ISKO commision at Love Thy Denim exhibition

Inspired by 18th century court dress worn by Louis XV’s mistress, Madame de Pompadour, the ISKO Commission was made for the Love Thy Denim exhibition using fabrics supplied by the exhibition’s sponsor ISKO, global leader in denim manufacturing and textile innovation. The concept behind the ISKO Commission is to show the versatility and beauty of denim.

The ISKO Commission will be just one of many pieces in this fashion exhibition exploring the origins and versatility of denim from its workwear heritage in the Wild West through to its adoption into mainstream fashion and becoming the fabric of our everyday lives. Alongside the Commission, will be a jacket and trousers from Vivienne Westwood’s 1991 Cut, Slash and Pull collection, a Jean Paul Gaultier men’s ensemble on loan from the Fashion Museum Bath and a piece from Maison Margiela’s S/S 09 Artisanal Collection. Also on display will be 19th century denim artefacts dug up from US silver mines, iconic denim advertising images, denim accessories including sunglasses and denim art.

Love Thy Denim will be open in The Gallery, Winchester Discovery Centre until Sunday 23 October. It then opens at Gallery @ Gosport Discovery Centre on Saturday 29 October. Admission to both venues is free of charge, donations are welcome. 

TISSUE’ S/S 2017

TISSUE’ S/S 2017

TISSUE' is not just a new brand, it is also a different approach to style: a unisex, precise, unconventional language. For S/S 2017, the outfits reveal a sober, timeless, conscious elegance. A strong reference is made to the logic of uniforms, but also an intense desire to get away from the past and explore new idioms. Sharp silhouettes and wide volumes are dismantled and influenced from a number of different points of view. The choice of fabrics marks out the creative project from its roots, but with a renewed consciousness of style.

The collection allows the masculine and feminine to share aesthetical principles and values, whilst still keeping their absolute identity.