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mass market
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Gap, a mass market apparel brand based in the United States, has 81 stores in China and plans to open about 30 more stores this year. The company announced that it plans to more than triple sales in China in three years as it seeks to grab a bigger piece of the overall $1.4 trillion global clothing market.

Gap has the ability to grow aggressively in China,” said Jeff Kirwan, president of Gap.

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Max Factor often uses the Weibo platform to share the make-up knowledge and interact with brand followers. This time, since the serious air pollution has made people put mouth masks on, Max Factor launched a mini course of teaching and stressing the eye make-up for “Haze” on Weibo to create more interaction with users. It encourages brand fans to learn how to have a perfect eye make-up while having their mouth masks on, as well as share their “Haze” make-up experience. Also, this campaign publicises the message, “Beauty not only brings positive effects on ourselves, but also to the people around us.”

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The American company Gap Inc. has anounced that Banana Republic appointed Marissa Webb as Creative Director and Executive Vice President of Design, to be effective on April 28th. She will be responsible for guiding the brand’s overall creative direction, as well as leading global product design for Banana Republic Women’s, Men’s, and Accessories.

“I am so excited for Marissa to bring her own special touch to the brand,” said Jack Calhoun, Global President of the mass market apparel brand. “What she delivers today is so fresh and relevant, I know her design sensibility will move Banana Republic forward in our effort to deliver Modern American style. I can’t wait to have her on board.”

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Nowadays, the luxury and premium fashion brands start to move to Australia. And now its time for Uniqlo, the Japanese mass market apparel brand. Uniqlo has opened its first Australian store at Melbourne’s Emprorium.

The store will be 2180 sqm and consist four floors. The full range of men’s, women’s and children’s apparel will be in the store.

“We are excited to be opening the doors to our first Australian store. It feels fitting for the store to be housed in Emporium, the CBD’s newest retail precinct, and at the heart of Melbourne,Australia’s fashion capital,” said Tadashi Yanai, Chairman and CEO of Uniqlo.

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Puma, which is controlled by French luxury group Kering, saw its profits slump 90% in 2013. Insiders believes that Puma has lost its competitive edge in Chinese market, allowing rivals such as New Balance and some domestic Chinese brands (XTEP, Jordan Sports) to gain market share. Now Puma is leaving the leading sports brand in China, while Adidas and Nike is consolidating their lead.

In spite of its poor performance, Francois-Henri Pinault, CEO of Kering Group, said that Kering will spend 70 million euros to drive Puma turnaround and now its slogan is changed as "Forever Faster”. And the result of the new strategy is expected to come in September or October of this year.

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The beauty giant L'Oreal SA declined in revenue for the first three months of this current year, hit by slower demand in North America, but pledged it would return to growth in the second quarter. ”The U.S. market was flat, I do not remember seeing a flat market in the U.S. for our consumer division,” CEO Jean-Paul Agon said, adding ”We expect to get back on a solid growth basis as early as the next quarter”

L’Oreal posted a 2.2 percent drop in first-quarter revenue to 5.64 billion euros ($7.79 billion). For the rest of 2014, the group expects North America to remain slow, counter-balanced by Southern Europe where it expects “renewed vitality.”

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Eva Chen, with only 34 years, is the youngest head of the major fashion magazine Lucky and a social media addict, with her #OOTDs on Instagram, many fashion lovers are trying to follow her foot-steps, and with her majestic fashion Tweets has gained more than 65M followers.

Thanks to our Digital Database, we can see the big influence that the New Yorker is for the fashion industry. In only 1 month (Mar 15, 2014 to Apr 14, 2014) the editor has made 45 fashion brand's mentions on her twitter account, where she has mentioned the most the eyewear label Warby Parker and the luxurious Chanel (5 mentions), followed by the premium #Giorgio Armani Peter Nappi, Inc.Prabal GurungAlex and Ani, LLCPrada## all with 4 mentions.

Her most atractive and famous tweet in the selected period was an outfit of the day, receiving 55 retweets and mentioning brand such as Zara, AllSaints Spitalfields, Kenneth Cole, Coach and Prada ; "#ootd in @AllSaints_ @ZARA @colehaan @KennethColePrd @coach @Prada... and photobombed by graffitti in Flatiron."

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The British designer, Roland Mouret, will be designing a full and complete collection for the mass market apparel brand, Banana Republic.

The collection will be comprising skirts, tops, trousers and dresses in a pared-back palette, the range for the American brand will launch in August. Mouret's trademark dresses are tipped to become the most wanted items, especially for their price, which will retail from $165 (just a fraction of the cost of the pieces from his premium label).

"It's not a copy of my clothes in a less expensive [version], but the experience of a fitted dress for the Banana Republic customer." Appointed the designer, who was hypnotized by Banana Republic's Sloan bi-stretch cotton fabric: "When I saw that fabric I was so interested in working with it in my way."

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H&M, the Swedish mass market apparel brand, announced that its next designer collaboration will be with Alexander Wang at the Music Festival, Coachella. Alexander Wang will be the first American designer to partner with H&M.

The collection will be for women and men and will be available at H&M stores and online on November 6th.

"I am honoured to be a part of H&M's designer collaborations.The work with their team is an exciting, fun process. They are very open to pushing boundaries and to set a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle.”said the young designer.

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L'Oreal SA#’s has acquired Magic Holdings International Limited for 630 million euros. This acquisition is the biggest one since L’Oreal’s deal with YSL Beauté in 2008.

Jean-Paul AGON, Chairman and CEO, said: "The MG brand beautifully completes the brand portfolio of our consumer products division in China: L'Oreal Paris, Maybelline New York and MG, the iconic Chinese brand. This acquisition marks the acceleration of our conquest of new consumers in China."

MG brand is China's top brand in facial masks. This category are one of China's beauty market's fastest growing areas with very promising development prospects. MG’s turnover in 2013 was approximately 166 million euros.

L’Oréal China disclosed sales of 13.28 billion Yuan (1.55 billion euros) in 2013, an increase of 10.2% versus a year ago. 2013 marked the 13th consecutive year of double-digit growth for #L’Oréal# in China. The record high turnover and a track record of strong growth confirm China’s position as the third largest market for L’Oréal.

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American Apparel has announced its preliminary sales for the month ended this March 31st, and the mass market brand reported that comparable sales decreased 5 percent, including a 9 percent decrease in comparable store sales for its retail store channel, partially offset by a 16 percent increase in net sales for its online channel.

Wholesale net sales increased 11 percent for the month. On a preliminary basis, total net sales for March 2014 were 49.6 million dollars, unchanged from March 2013. For the quarter-ended March 31st, preliminary total net sales were 137.8 million dollars as compared with 138.1 million dollars for the quarter-ended March 31 last year.

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Last week was the official launch of the new collaborative Jack Purcell style sneaker from Converse and Denham the Jeanmaker, held at the denim company's showroom store in Amsterdam, the Netherlands. Jason Denham, British founder of the Denham label revealed that he had always dreamed of creating his own sneaker. "I have over 150 pairs of Jack Purcell Converse sneakers at home," the designer revealed during the launch party.

"We have been selling Converse in our men's store since it first opened. Then one day I was talking to their executives and the idea to work together on a collaboration collection came up." The Converse Jack Purcell x Denham sneaker is the start of a full collaborative collection between the two companies said Denham, with more sneakers and designs to come.

Analysis
Marivi Avalos
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Since 1999 the Coachella Valley Music and Arts Festival takes place in the city of Indio,California in the United States of America. Once a year this famous music festival takes place during the last weekend of April, with such a big success that the festival originally compound of two day is now extended to three days of Music and Arts. This event has grown in popularity to the point that it is for major interest for any kind of retailer that is linked to Music and Arts, and so it is for the fashion industry. International Brands know it and they work strongly on their special campaigns in order to take advantage of the audience this festival can bring for them. One good example is that of the Swedish Mass Market brand H&M, this brand’s annual parties have become one of the most anticipated events of Coachella, this year the brand the company teamed up with the hottest DJ’s for the launch of their new “divided” collection. They are promoting this special campaign through the hashtag #HMLovesMusic through a video campaign featured by the superstar DJ Eclair Fifi. According to Fashionbi’s Digital Marketing Database the Top 5 Key Opinion Leaders or Influencers for H&M brand and this special campaign on Twitter are:

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Gucci, the Italian premium fashion brand, announced that its company owner Kering Group, will consider acquiring sports and lifestyle brands for the next three years.

..will consider acquiring sports and lifestyle brands in three years a it assesses the performance of the Puma label,” said Francois Henri Pinault, Company's CEO, according to Bloomberg.

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The popular underwear & lingerie women's retailer has announced they will stop selling a sizeable portion of its clothing items such as wovens, outerwear, denim and some dresses. According to WWD, Leslie H. Wexner, the chairman and CEO of parent company L. Brands Inc., has decided to remove the apparel collections currently offered at Victoria's Secret. The brand's Pink collection will not be affected.

Despite the cutback, all of the Victoria's Secret intimates and lingerie will still be made available.

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The Music Festival season has arrived, and it seems that fashion brands are the most excited about that. Since Coachella is around the corner, we were intriged about fashion brands behavior towards this event. Thanks to our Digital Marketing Database we made amazing findings about Twitter and which brands are using #Coachella as a platform for publicity.

In total the hashtag #Coachella on Twitter has 1357 mentions related to fashion, where the mass market segment is winning the battle to become the king of the festival. In conclusion, mass market are the most present during the music festival, using this trend as a way to gain and engage music lovers.

The answer to our question: Which Fashion Brands Are the Most Excited About Coachella?, we can mention as a number one in excitement the Underwear & Lingerie brand, Victoria´s Secret, which has mentioned 512 times the trendy hashtag on Twitter, followed by Nasty Gal with 239 mentions, and in third place we were surprised to find out it is for the premium brand Helmut Lang with around 62 mentions.

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L'Oreal SA has moved its chess pieces wisely. The French beauty company has aquired Magic Holdings, a Chinese skincare brand enterprise. It seems that L'Oreal SA has done the biggest investment in the Chinese beauty market which will further strengthen the Group's leadership position in the world's third largest beauty market.

"This is the most important acquisition for L'Oreal since the acquisition of Yves Saint Laurent Beaute in 2008. The MG brand beautifully completes the brand portfolio of our consumer products division in China: L'Oreal Paris, Maybelline New York and MG, the iconic Chinese brand. This acquisition marks the acceleration of our conquest of new consumers in China." appointed Jean-Paul AGON, L'Oreal's Chairman and CEO.

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A Canadian non-governmental environmental group, Canopy, announced that H&M and Zara have promises to cut fabrics sourced from endangered forests out of the clothing production.

According to Canopy’s data, about 70 million trees were cut for fabric production last year. Evidence indicates that, over the following 20 years, this number might double. Canopy research finds that these old-growth forests, from the tropical rainforests of Indonesia to the great northern Boreal Forests, are always used in the clothing production. Rayon, viscose and modal are increasingly made from the world’s most endangered forests.

H&M details that it will take three years to develop its supply chains to avoid fabrics sourced from old-growth forests. Both two popular brands and clothing companies’ commitment is helpful to the elimination of the forest destruction and help to make the fashion industry a little more environmentally friendly.

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The green warriors, Alexia Niedzielski and Elizabeth von Guttman, has teamed up with the Sweden brand H&M, as a part of the brand's dual initiative to manufacture clothes from higher-quality materials and to reduce its wares’ carbon footprint, especially once the pieces leave the stores.

Also as a part of the collaboration, the environmentalists will distribute their third EVER Manifesto "Whether responsibility for ethical consumption lies with customers or businesses" in H&M stores internationally.

Also joining the campaign is the model Amber Valletta, where the brand invites shoppers to Instagram a “conscious selfie” doing something good for the earth (#everconscioushm). “Whether you buy from H&M or Dior, you should be treating your clothes with the same respect,” says Von Guttman. “It’s not about disposable fashion anymore.”

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Costume-made did it again. We have heard a lot about this trend that e-tailers are using in order to bring a customized attention and products to customers. Such as Bonobos, Indochino, J. Hilburn, and Trumaker are already summerged by this trend on the menswear target, and now is the turn of the women's wear costume made.

The new startup called Numari is already bringing the women custome-made items. To purchase a dress from Numari, customers fill out a measurement profile (which take less than 15 minutes) and pick details like hemlines and sleeve length.

Garments are made-to-order in Asia and take about three weeks to process and ship, which co-founder Arti Anand says is about the same as for men’s custom brands. As Numari scales up, it hopes to reduce that time to 10 to 14 days.

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According to our latest publication: Sina Weibo for Fashion and Luxury Industry, almost 20% of international Activewear brands are present on the platform. This percentage is highest one in comparison with all the other segments of fashion and luxury industry which they don't go up of 14%. Moreover, some sport brands have more than one account, each dedicated to individual sub-brands/lines, on Sina Weibo.

Such is the example of Nike with four different accounts:

- Main Weibo account, Just Do It: weibo.com/nikejustdoit

- NikeBasketball: weibo.com/nikebasketball

- NikeRunning: weibo.com/nikerunning

- NikeTrainingClub: weibo.com/NikeTrainingClub

Each of this accounts are created to serve exclusive groups inside of the sports world. Using this strategy, Nike open its posibilities to reach more costumers and give them personalized attention.

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The Sweden retailer H&M, is expanding into China’s smaller cities to reach more customers since retail competition grown in the world’s second-biggest economy.

The mass market brand is also looking at having clothes made in Myanmar, Ethiopia and Kenya as rising wages in China, its biggest supply market, put pressure on profit margins, Chief Executive Officer Karl-Johan Persson appointed from Melbourne, where the company is opening its first Australian store.

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American mass market apparel brand, Gap, is planning to launch its online store in India with the e-commerce portal Myntra. If the collaboration succeed, Myntra may handle the operations of Gap’s online store.

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In our latest publication about Sina Weibo for Fashion and Luxury Industry, Fashionbi's experts inquired about the behaivor that mass market brands have in the microblogging platform, giving us the following results about the post activity they have:

- The interaction with its followers is vital, they often ask their opinions, do contests and empower them to follow the news from the brand.

- Mass market brands know that celebrities and KOLs are vital for the interaction on the chinese social media, thats why their posts are related to famous models or celebrities that have been spoted wearing items from the brands.

- This market segment always is showing its concern to keep their followers informed about everything about the brand. Style tips, open pricing policy, sales and promotions are a must on mass market brands posts.

- Useful information for clients and campaigns such as photo and video shootings posted on Weibo, means additional sales.

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Gisele Bündchen sings Blondie’s “Heart of Glass” for H&M's upcoming summer campaign. This isn't the first time the supermodel has been in the recording studio. Last fall, she belted the Kinks’ “All Day and All of the Night” for the mega-brand. The campaign will be released on May and Gisele Bündchen’s version will be available for download.

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