With price points remaining around the affordable level that H&M and COS are known for, “& Other Stories” will be new branded chain in H&M portfolio built around inspiring fashion stories for womens only. Increasing the share of the Swedish cool and accessible fashion in the women’s wear market.
The lifestyle “Take it slow” is today widely accepted in many environments, from food to fashion. Slowear, producer and distributor of Incotex, Montedoro, Glanshirt and Zanone brands, published a manifesto on “slow clothing” based on some key concepts: innovation, style, quality, details, research, honesty. Opposing to quick fashion, de-specialization and disposable attitude.
http://www.slowear.com/it/a-slow-decalogue/ A point of reference for all Italian quality brands, from food&beverage to fashion, so that they try to make the customer increasingly aware and prone to well-made and visually enjoyable products, the same values allowing our entrepreneurs and companies reaching the world. A vision which must include another concept: sharing value with those who make and give. Workers, territory, environment.
2012 “The Chinese Luxury Consumer White Paper”, published by Hurun Research Institute and Industrial Bank illustrates lifestyles of chinese consumers. Their main wish? Directing their children to schools abroad, mainly US and UK.
Forbes published an interesting article explaing how low attention to specific female characteristics (gender washing) risks to undermine love and loyalty to a brand.
This happens because of the naive stereotypes about women’s attitudes and interests.
In 2007 Harley-Davidson overcame this obstacle trying to reach women public in a totally different way from competition. Instead of proposing maneuverable and less aggressive bikes, Harley-Davidson focused on training: during “Garage Parties” ladies could try and learn how to drive a motobike. Ladies appreciate and confirm their loyalty to the brand.
“Lack of water, loss of soil fertility, a waste of food ever seen in the history of mankind, are problems that, if we continue to produce, distribute and consume as we do, will remain without solution.
The new and relevant concepts find space even in time of crisis: located in Milan, Corso Venezia 5, will open the first and very much awaited boutique COS, Collection of Style, the premium retail store of the swedish ready to wear group H&M. It offers affordable (15-350€) clothing for women, men and kids merging comfort and textile quality to an innovative design and attention to details.
Since it was launched, in 2007, the brand has always found in design and contemporary art – and especially in the Bauhaus aesthetic, good-looking and functional – his first source of stylistic ispiration, becoming especially sought-after fashion experts.
Now COS offers to Milan public his minimal scandinavian look, expressed in a coherent way even with the store spaces, very bright, clean and sober, but with color breaches. Another consideration on scandinavian fashion is that, despite paying lot of the attention in latest trends, it always keeps a functional approach in clothing.
Euromonitor’s 10 main trends for 2012, posted last March on the blog, clearly highlight two co-existing orientations apparently conflicting in terms of lifestyle. On one hand the “Connected Life” where technology is ubiquitous, making us always connected and increasingly influencing our lifestyles (interestingly, in Israel the computer company BUG defines itself a “Digital Lifestyle Store” or tour operators offer holidays called “bleisure”, mixing business and leisure).
On the other hand comes the reaction to the “always connected” concept: an increasing need to slow down and limit life complexity, the desire to go back to past times, the wish to deepen the link with local lifestyles hindering the stateless globalization (Slowfood sets an example).
The future lifestyle, as reported in the study, should be able to get the best from both wolds: the digital one – choice, convenience, control – and the slow-paced one – looking for little pleasures like shopping in local markets or giving kids using toys that instead of batteries are fueled by improvisation, imagination and creativity.