Vogue Business

How can fashion curb overconsumption? Recent partnerships between #socialmedia platforms and digital-first #retailers are making shopping more seamless, but #sustainability experts warn this trend is fuelling overconsumption. TikTok's new “discover, browse and buy” feature lets users purchase Amazon products without leaving the app. Similarly, YouTube’s “frictionless shopping experience” allows creators to use expanded affiliate links via Shopify. Netflix has even made the iconic outfits of the star of its hit show #EmilyInParis shoppable with Google Lens. However, sustainability experts like Dr Regina Frei from the University of the Arts London caution that “removing barriers to purchasing…removes the cooling-off period that might stop people acting on impulse.” Despite these warnings, brands argue that these partnerships are simply meeting consumers where they are, making it easier to indulge existing impulses. The question remains: can sustainability harness these same tactics to guide consumers in the opposite direction? Here, #VogueBusiness’s sustainability editor Bella Webb investigates: https://lnkd.in/er6kefNU

As the #beauty market has become increasingly crowded, brands that rely heavily on their founders’ followings for success have been falling out of fashion. For the handful of influencers that can master this, the pay-off is millions in revenue, retail partnerships and global brand awareness. Louise Whitbread explores the wave of brands seeking scale and longevity, as investors grow weary of high follower counts. Read more: https://lnkd.in/eTwP48Um

What's next for Tommy Hilfiger and Calvin Klein owner PVH Corp.? Earlier today the group said revenues declined 6% to $2.07 billion in the second quarter of 2024, in line with expectations. A weak performance in international markets such as APAC and Europe dragged on sales. PVH expects full-year revenue to decrease between 6 to 7 per cent. In the third quarter, revenue is also projected to decrease by 6 to 7 per cent. Shares were down 7.8% on Wednesday. International business declined 4% year-on-year in Q2, due to dampened consumer demand in APAC (particularly China and Australia) and a planned reduction in sales in Europe to increase the quality of sales. Here, Maliha Shoaib reports on everything to know: https://lnkd.in/gajCune6

How are tech and innovation changing the fashion industry for the better? Through intimate discussions and thought-provoking keynote sessions, we will hear from the front lines on how brands are making those changes now — and the mindsets that are necessary to get there. Join us at Fashion Futures where Vogue Business editors have also curated a selection of startups working on the innovations that will equip the industry for change – from 3D design to RFID technology. Register now: https://lnkd.in/eEKMAu86

September is almost upon us, and with that it’s all about back to school style and fall outfits ahead of #NewYorkFashionWeek kicking off next week. On TikTok, #tiktokshopbacktoschool and #fallfreshness are trending, gaining 329.6k and 13.5k posts respectively. What else is trending on the platform this month? Here, we share weekly trend insights using exclusive data from TikTok. https://lnkd.in/djYy-yaD

Ganni is moving to Paris. After two seasons off showing in Copenhagen where it has long been CPHFW’s flagship brand, Ganni A/S will show in #ParisFashionWeek for Spring/Summer 2025. It’s not a one-off. “Ganni has established itself globally, and as we enter our next chapter of growth, showcasing in Paris is a natural evolution for our brand equity and scale,” said Ganni CEO Laura Du Rusquec in a statement. Du Rusquec, who was previously deputy CEO of Balenciaga. Her main focus is global expansion, with the Paris move being part of a long-term strategy, according to the brand. Lucy Maguire has the story. https://lnkd.in/efytPxTw

Is fashion deceiving when it comes to AI-fashion content? “AI hallucinations are mistakes caused by AI engines having insufficient or inaccurate information”, says Simon Bain, CEO of AI-based cybersecurity company #Omnilndex. In cases where AI information isn’t based on any fact, this is referred to as “open hallucination”, says Sahil Agarwal, co-founder and CEO of AI safety and security company Enkrypt AI. At best, these errors risk frustrating customers and eroding brand trust, and at worst, they can perpetuate biases or generate harmful content. Brands experimenting with generative AI need to tread carefully — but how? Currently, fashion is already exposed. From Kering's chatbot ‘Madeline’ who offers shopping recommendations and styling advice going ‘under maintenance’, to Brunello Cucinelli unveiling its AI-focused site, AI has already been heavily embraced. “If you end up telling customers random stuff and send them in the wrong direction, you are breaking that trust,” says Simon Langevin, VP of e-commerce products at Coveo, who provide AI-informed product discovery tech for brands including Clinique, Sam Edelman and River Island. “In fashion, the knowledge that you have differentiates you,” he cautions. How exactly can fashion companies mitigate hallucinations? Here, Maghan McDowell outlines what systems brands should implement: https://lnkd.in/eVKT_pq6

The hip-hop-inspired crotch logo is back, but will it last? While giant crotch logo’s peaked in 2010s - aka the ‘swag era’, now thanks to the likes of #Corteiz, across-the-crotch designs have had a relentless revival. Beside celebrity-beloved #Cortiez embracing the crotch logo - a label which boasts fans in #Drake, #Stormzy and #Skepta - luxury labels including CELINE, VETEMENTS GROUP AG, Palm Angels and RHUDE are also at it. Over two decades since #Nigö’s simian-themed streetwear label was the first mass-market brand to slap a logo on the lap of its trousers around 2002, which was embraced by celebrities from #PharrellWilliams to #PushaT, today’s brands are now hopping on hip-hop culture’s bandwagon. LUKE HODSON - Founder NERDS Collective youth marketing agency, notes that although “#Corteiz reintroduced it as their own,” the brands cultural influence has since “led to a wave of imitations in both streetwear and #fastfashion.” Stylist Jake Hunte agrees, stating: “The fast fashion brands, they’re just capitalising off of street culture.” Here, Jamie Clifton outlines how the objectively ugly crotch became cool again: https://lnkd.in/eym9k-ut

What's next for influencer led beauty brands? #JamieGenevieve’s VIEVE is among a wave of influencer founded #beauty brands seeking scale and longevity, but with investors growing weary of high follower counts, can these brands still go the distance? Despite VIEVE counting Harrods, Space NK, Brown Thomas as stockists and securing £5.5 million in series A funding, many influencer founders - including Genevieve, #JessHunt (REFY ), #SusanYara (NATURIUM ), #JackieAina (FORVR Mood), #PatrickTa (Patrick Ta Beauty), #DeepicaMutyala (Live Tinted) and #ChriselleLim (Phlur ) — are moving away from their labels to ensure longevity. That said, for the handful of influencers that can master this - aka #Hailey Bieber (rhode skin), the pay-off is millions is revenue, retail partnerships and global brand awareness. But it’s also risky: if the influencer’s popularity dwindles or they are hit by scandal, it could have a knock-on impact for sales. Here, #VogueBusiness tackles the divisive debate surrounding influencer involvement in beauty brands: https://lnkd.in/eTwP48Um

What’s next for #luxury brands' Euro beach club summers? From Miu Miu's summer club to Gucci's Tuscan seaside influencer event - brands are setting up shop on the European coast. Come July, European beaches are filled with wealthy tourists with money to spend, so why not capture them while they’re relaxing at the beach, and save them a trip to the main drag? But what will happen next in the event the seasonal strategy becomes saturated? Miu Miu's summer pop-up generation of $2.18 million in EMV and resonating on socials proves its benefits. Similar success followed for Mytheresa and Valentino who hosted a Monaco Yacht Trip and for Balmain who teamed with One&Only Resorts for a branded opening kick off at its Athenian Riviera hotel. "This summer’s host of luxury beach club and yacht partnerships demonstrate how cosy the luxury and hospitality worlds have become,” says Fiona Harkin, director of foresight at strategic foresight consultancy The Future Laboratory. “A seasonal resort-brand partnership is a clever way to engage with high-net-worth individuals .” But as more and more brands hop on board, will the concept tire? Here, Madeleine Schulz breaks down expert predictions regarding opportunities and challenges for brands: https://lnkd.in/e-9Ze-zz