Beyond The Limits 18.03.2024

🔥 Welcome to our newsletter for the week. We have gathered some of the most interesting news and updates from the world of circularity, technology, fashion, and luxury.

🌟 Brand Success

The quest for "coolness" in brand identity is a pressing concern for corporate executives, particularly amid the widening gap between traditional brands and digitally native consumers. At the recent National Retail Federation expo, industry leaders from Glossier, Inc. , Crocs, Inc. , Claire's , and Saks individually tackled this issue. Central to their discussions was the imperative for brands to prioritize customer feedback over executive directives. Dubbed "precision cultural strikes" by Kristin Patrick of Claire's, adapting to the evolving preferences and lifestyles of target audiences is crucial for maintaining brand relevance. Marc Metrick , CEO of Saks, emphasized the importance of appealing to the digitally savvy Gen Zalpha demographic, highlighting the need for luxury brands to embrace a broader consumer spectrum. Innovative strategies such as leveraging social media engagement within physical retail spaces, investing in virtual experiences like Claire's ShimmerVille on Roblox , and fostering peer-to-peer connections exemplify the evolving landscape of brand engagement. Additionally, partnerships with authentic brand advocates and unexpected collaborators, as seen with Crocs' collaborations with BALENCIAGA and KFC , underscore the importance of staying attuned to consumer desires. Ultimately, embracing public demand and adaptability emerges as the new paradigm for brand success.

👾 Tech

Two tech-driven companies, eComID and Pinterest , are addressing the issue of fit in the retail sector to reduce returns and enhance consumer experiences. Returns, which resulted in a staggering $816 billion in lost sales for U.S. retailers in 2022, often stem from products not meeting expectations set by online images. Pinterest has introduced body type ranges, allowing users to refine searches for fashion and wedding ideas based on their body shapes and sizes using image recognition technology. This feature aims to make it easier for users to envision how clothing might fit them. Engagement levels soared during the soft launch, indicating increased shopping behavior on the platform. Meanwhile, eComID, an AI-powered platform, assists retailers in reducing returns by encouraging informed purchases and rewarding sustainable practices. Started in 2023, the platform has already garnered approximately 1 million daily users and secured significant investment rounds. By promoting mindful shopping decisions and addressing return behavior, eComID seeks to establish a more conscientious approach to retail. Its proactive approach distinguishes it from other solutions in the market, emphasizing accountability and ownership for both brands and consumers alike.

👓 Luxury Fashion

Luxury footwear and accessories brand Christian Louboutin is venturing into the eyewear market through an exclusive global licensing agreement with eyewear manufacturer Marcolin . This partnership, effective until 2029, encompasses the design, manufacturing, and distribution of Christian Louboutin's sunglasses and optical frames. The debut eyewear collections will hit selected stores worldwide in spring/summer 2025. Alexis MOUROT , CEO of Christian Louboutin, sees this move as a strategic step towards establishing the brand as a comprehensive luxury accessories player. Marcolin's CEO, Fabrizio Curci , expresses pride in the partnership, highlighting Marcolin's reputation for crafting luxury products of exceptional quality. This collaboration underscores the recognition of Marcolin's expertise in luxury eyewear design and manufacturing. Christian Louboutin's expansion into eyewear follows its introduction of LoubiFamily in 2022, a new product category catering to all family members, including pets. Marcolin's impressive portfolio of licensed brands, such as TOM FORD , Max Mara Fashion Group , and TOD'S , further solidifies its position as a leader in luxury eyewear.

💻 Tech Trends In Retail Industry

In the recently published "Emerging Technology Trends for 2024" report by Mastercard Signals, the company's experts delve into how artificial intelligence, computational power, and data technologies will reshape commerce in the next three to five years. The retail sector stands to undergo significant changes in consumer behavior, brand interactions, and business operations. Ken Moore , Mastercard 's Chief Innovation Officer, sees these trends as promising for the industry, facilitating higher consumer engagement and connectivity with brands. However, the adoption of new technologies may face challenges such as user experience issues, interoperability, and timing. AI-driven shopping assistants, exemplified by Mastercard's Dynamic Yield's "Shopping Muse," aim to simplify shopping, offering personalized recommendations and faster checkout. Other trends include mixed reality wearables, smart network tech for "smart cities," and standards for responsible companies. These advancements are interconnected, enhancing data analytics, decision-making, and customer experience. Businesses can leverage these innovations for personalized marketing and optimized supply chain management. The convergence of AI, computational power, and data analytics will reshape shopping, work, and interactions, offering both new opportunities and challenges for brands and consumers alike.

♻️ Sustainability

Lund University researchers in Sweden have made a significant advancement in textile recycling, devising a method to create new viscose from old cotton sheets. Traditionally, viscose textiles are derived from forest biomass, lacking fully recycled options. The team's innovative technique involves converting complex cotton fibers, laden with dyes and contaminants, into viscose fibers commonly used in garments like blouses and dresses. This breakthrough not only addresses the environmental impact of discarding old textiles but also reduces reliance on precious forest resources. Spearheaded by Edvin Bågenholm-Ruuth and colleagues, the process entails immersing textiles in a zinc chloride solution, resulting in a gelatinous mass that, when combined with water, forms dissolving pulp. This substance, akin to wood pulp, undergoes further treatment with reduced amounts of carbon disulphide, a toxic substance used in conventional processes. The resultant viscose fibers display promising quality, hinting at a potential transformation in the textile industry toward eco-friendly and cost-effective alternatives. While further optimization is needed, the researchers are optimistic about the method's commercial feasibility and its potential to foster sustainable textile practices.

✨ Beauty 

Dior introduces a captivating immersive installation in Los Angeles to commemorate the relaunch of its iconic fragrance, Miss Dior, crafted by Dior Perfume creation director Francis Kurkdjian. Kurkdjian's inspiration stemmed from Christian Dior's words and the essence of the South of France. He revitalized the scent with jasmine, strawberries, peaches, and apricots, evoking the beauty of Provence. This fragrance, symbolizing eternal youth since its inception in 1947, finds a fitting backdrop in the vibrant city of Los Angeles, embodying hope and joy. The experiential pop-up, named Miss Dior Avenue, recreates a 1960s city street bathed in the brand's signature pink hue, featuring a cinema, flower shop, and café. The design pays homage to Dior's first ready-to-wear line from 1967, echoing Maria Grazia Chiuri's recent collection. Located at 8626 Melrose Avenue, the pop-up offers exclusive products and services, open to the public by appointment on dior.com from Friday to Sunday. This immersive experience encapsulates the essence of Miss Dior's timeless allure, inviting visitors to indulge in its evocative world.

👏Congrats to eComID , Pinterest , Christian Louboutin , Marcolin , Mastercard , Dior , Lund University !

💡 Stay tuned for more updates and, as always, feel free to share your thoughts with us!

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