THE FUTURE OF FASHION Jenna Visage
Green
FASM Retail Buying
Merchandising Trend Book
TABLE OF CONTENTS FAST FASHION VS. FAST BEAUTY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 3 HOW IS SUSTAINABILITY SELLING A CUSTOMER EXPERIENCE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 4 COLLECTION AFFECTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 5 QUICK RESPONSE OR INSIDE DEAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 6 GEN-Z MAPPING FLUIDITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 7 RELIGIOUS EQUALITY IN FASHION . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 8 KNOCKOFFS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 9 THE FUTURE OF SWIM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 10 SOURCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 11-12
Fast fashion brands such as H&M, Zara, and Forever 21 are realizing that fast fashion doesn’t necessarily have the same well recieved consumer reaction when translated into the beauty and fragrance categories. This is interesting as many quality, lower price point brands such as Morphe and Colourpop in addition to “drug store” brands such as NYX and Milani have scene success with their palettes and product launches. The success of these brands can be attributed a more successful consumer perception of brand identity. According to “Rebecca Edelman an associate director of client strategy at Gartner L2, There’s not really a need being met by Zara or H&M entering the space — they are trying to fill a space where there actually isn’t one(Strugatz).” Prior to the last decade, the beauty and skincare market was focused much on only high end makeup and what is considered “drug store” makeup but with the development of ecommerce and the use of social media and influencers, a wide variety of brands specializing in makeup and skincare trends ranging from moderate, such as Colourpop and Winky Lux to more luxury pricing, such as Kylie Cosmetics by Kylie Jenner, have become more prevalent. Beauty is becoming an even more highly saturated market with room only for brands with a unique perspective and well translated identity. Forever 21 has seen slightly more success in their makeup category while dedicating a section for their in house brand “Riley Rose” while also carrying drug store brands NYX and Essie (Strugatz). In addition, other brands are trying to reach out and do collaborations with beauty gurus and renowned makeup artists to attach their extensions to more well known, branded reputations. Fragrance for many brands seems to have become a more fruitful category for fast fashion brand extensions being more appealing than lip and eye products priced around higher end drug store brands
with more questionable or less trusted quality and interest of consumers. The production to sales process within most fast fashion companies is around six weeks whereas beauty launches take at least three months to go through testing for product safety and quality. According to Statista in 2016, the predicted growth of the beauty and cosmetics market within the United States accounts to 4,052 million (USD). In 2016, the beauty industry experiences a four percent growth rate making it a rising market. Skin care are a growing and thriving segment of the beauty industry with the promotion and trending of “self care,” and the Gen Z and Millennial markets that are interesting in health and well-being. In addition to ecommerce and social media brands, larger collective retailers such as Sephora and Ulta have remained competitive with their own brands and collaborations with well known youtube and social media collaborators and fresh brands. Along with coupons, promo codes, loyalty programs, and awareness and targeting marketing for the globally aware and conscious beauty customer. Consumers have proven they want to purchase from brands with more transparent production and company policies along with a sense of value, as well as brands that promotes messages of social change, progression, and acceptance for a wider range of what beauty means beyond gender, age, sexuality, race, and social issues. Customer centric marketing and messages of positive beauty culture within enhancing natural beauty rather than covering up flaws as the cosmetics market was decades ago. Consumers also have been surveyed to clean towards “clean beauty” brands with natural chemical makeups, no animal testing, less parabens, vegan products, and recyclable packaging (PR Newswire). With wider consumer awareness of climate changes and unjust labor practices, brands lacking in a focus or with questionable transparency of products have seen less success or scandals in the last few years.
FAST FASHION VS. FAST BEAUTY
WEB TRAFFIC IN RELATION TO FRAGRANCE (%) .020% .021% .034% 0%
.060%
HOW IS SUSTAINABILITY SELLING A CONSUMER EXPERIENCE? 72% of Gen Z would pay more for a product or
service if it is sustainbly produced (GreenMatch by Fashion United)
$$$
1 Hotel’s Brooklyn Bridge Hotel
Gen Z is predicted to be the largest generation of consumers by 2020 with $29 to $143 billion USD in direct spending
With growing rise of global environmental concerns due to the continuous declining of entire ecosystems and resources, sustainable experiences and eco friendly products are a growing market becoming more important to the consumer in relation to the future prosperity of society specifically for the Gen Z and Millennial markets. Consumers are pursuing experiences and products that have a sense of transparency and make them feel good past the purchase stage of the buying process. In a Woman’s Wear Daily interview with executive director of business strategy and retail innovation for EY Advisory, Marcie Merriman, “ Gen Z’s desire for the “authentic” is at odds with what fashion brands have traditionally represented” (Zaczkiewicz). As a reflection, sustainable brands like Reformation, Everlane, and People Tree have seen great success in expanding their customer centric experiences with transparent sourcing and ethically made products brand loyalists can depend on. Beyond products and apparel, these consumers are seeking “authentic” experiences in hospitality, dining, and entertainment. 1 Hotels is leading the market in this regard capitalizing on consumer wishes for “state-of-the-art, energy efficient, low energy” consumption systems speaking to the “why” customers would want to stay with them versus competitors as they connect with the environmentally conscious values of the company. Arash Azarbarzin, President of SH Hotels and Resorts’ explains the goal to strive in expressing “you can live well while being ecologically sensitive with minimal impact to the environment” (BofF). Essentially, they are giving the consumer a
buying process experiences with customer satisfaction going beyond the physically experience that they are doing something beneficial for the greater world by doing so. Sustainable brands and hospitality experiences are extremely customer centric as they are both a service and an educator making consumers feel more deeply connected within the entire buying process with a heavy belief in the brands grandescheme beneficial practices. As consumers are gaining more access and becoming more aware of sustainable options and practices and benefits, it can be assumed there will be a more gradual shift to environmentally friendly places with the same or better sense of modernity and luxury. Forefront runners like 1 Hotels, demonstrate ways for people to even begin living more sustainable in their daily lives such as reducing waste, reusing towels, and not wasting power. Fashion brands are increasingly looking for ways to improve and extend the consumer experience and positive brand perception with creating hotels such as the Armani hotel in Dubai and the Tiffany Cafe in New York city. It is an immersive experience that so to speak, provides consumers the ability to live with or within their favorite brands making the story and brand identity much more tangible and relatable to themselves and their values. Beyond this sustainable immersive experiences create and engaging environment in which consumers feel a personal reflection of their values and educated by making their purchases, two factors that often lead to better customer satisfaction post buying process leading to repeat business.
Designers release collections multiple times of year where the consumer can mix and match their favorite pieces to create a style unique to them. They are often influenced by outfits that walked down the runways or shown in lookbooks, but one brand decided to put together sets of their collections that cannot be bought as separates. Christine Centenera and her partner Josh Goot launched a direct-toconsumer fashion brand, Wardrobe NYC, that can be bought online in packs of four to eight from $500 to $3000(USD). This model takes careful curation and understanding of the market before them as people will only buy the complete sets if they feel every piece in the set would be useful or worn by them. This is something Wardrobe NYC has really had to be careful about and adjust collections type and amount of pieces in order the satisfy and speak to the right consumer. As a result, “their [Wardrobe NYC] return rate is 15 percent compare to other ecommerce companies being double that.” In relation to sizing, some might be reminding of when bathing suit tops and bottoms could only be bought together, and people would have to choose one size for both items when they might need a larger size on top than on the bottom or vice versa. However, when navigating Wardrobe NYC’s website, the customer is allowed to choose from releases one through three and choose from a variety of packs. Upon selecting a pack, each garment rotates through allowing the customer to pick individual sizes they would like for each item as well as specified garment information. Fashion brands like Wardrobe NYC are following a cost effective business model
that allows for easier inventory management. The brand has men and women’s collections ranging from tailored to sport with very clean lines which are simple to pair and wear for a range of people of a wide age range, body type, skin tone, and gender. This leaves the question if this model of grouping collections would be effective if more colors and patterns were involved considering would they various colors and patterns be translatable to a large audience. This model also could create for a more streamlined view of fashion by consumers as the modern person lives a very busy life whose clothes reflect that. People often end up wearing the same outfits leaving much of their clothes on the hanger a majority of the time because of not having time to pair them together in an outfit. Buying clothes in a collection ensures they will compliment each other and ultimately could closet clutter and clothing surplus or waste. In the future, it could also make it much easier for merchants to predict inventory levels and financial plans of the flow of receipts.
COLLECTION AFFECTION
Wardrobe NYC: Release 01:Tailored, Women’s 8 Piece Collection ($3000)
Consumer Preference to Shop Online, Smart Insights
QUICK RESPONSE OR INSIDE DEAL?
94% of all consumers are more likely to have
loyalty to brands commited to full transparency (Kline, Inc.)
Role models in the fashion industry originally stemmed from the aristocrats and the center of couture fashion in Paris then moving on to movie stars and iconic musicians of the age. Now, with the continuous rise and integration of social media into peoples’ lives, influencers like the Kardashians and the Hadids control a whole realm of influence with plenty of people wanting to imitate and emulate their favorites. This has created a market of fast fashion making replicates of influencers’ designer outfits caught on camera at events by papapparazis, or having seen them social media .The copies are made in more affordable fabrications and finishings for this large following of people who want to look like them. However, it begs the question of artistic integrity as they are knockoffs of designer fashion and independent designers as well as if there are insider deals amongst influencers and these brands to create hype. For example, Missguided, a fast fashion e-tailer posted a knockoff of a Yeezy look almost immediately after Kim Kardashian posted a picture of herself in the dress. Kardashian’s caption ended with “...P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off?” and Missguided’s caption was “The devil works hard but Missguided works harder” begging the question are the two working together, and is this an acceptable use of social media as a marketing platform? Social media creates the essence of a lifestyle overall aesthetic for people to repost and like, but this lifestyle is often a type of illusion to a point that creates and falsified ideal for perfection
within users they are often not even aware of. People want to get their hands and have the brands and looks their favorite influencers have, so if influencers act as if they are unaware of how the fast fashion brands are so quick to create a knockoff when in actuality they are likely getting a cut of it, is this an ethical use of their influence or is this just them trying to sell their fans an absorbent amount of products. On the other hand, does partnering with influencers and designers in creating knock offs save people from lawsuits and take advantage of an even wider range of the consumer market. Personally, I believe in the long wrong this could deduce the level of trust consumers have in brands they buy from as they will begin to feel duped or taken advantage of. Many consumers are beginning to appreciate and prefer deeper of transparency coming from brands and influencers. This is even reflected in the movement for less to no retouching and photo editing of models. The premise that Missguided “worked harder” to get the inside scoop and already have this design produced white kim asks if she could possibly wear it before it gets knocked off, demonstrates the power of influencers and social media in the market to create a narrative that is different from the truth of the situation.
Gen Z is the upcoming generation with a growing voice and buying power. This generation is known for its social and political awareness and its demand for inclusivity, diversity, and representation within all aspects of markets, social media, publications and traditional media, and private and public spaces. Gen Z’s stance in the market is challenging traditional beauty, sizing, gender, race standards of representation expanding to give a voice to everyone feeling these characteristics are less of a binding definition and more of a basis of exploration of creativity and initiatives to create positive change as a society moving forward. In a panel interview on Business of Fashion conducted by Molly Logan of Irregular Labs, she interviews five members of Gen Z that took initiative to create their own voices beyond the traditional, rigid spaces that came before them starting publications, blogs, and movements of activism that promote a wider dialogue amongst people, especially the younger generations. Fashion as it is a means to reflect the niche and broad culture of a wide reaching, social connected, digitally versed society. According to Forbes, “38% of Gen Z believes gender is a less defining construct� than it has been in previous decades and generations. In addition to gender, race and sexuality have been more represented in fashion shows, publications, and media in the recent years. For the Autumn/Winter runway show season that recently wrapped up, brands like Pyer Moss, Claudia Li,
Chromat, LaQuan Smith, Prabal Gurung, and Savage by Fenty casted a majority of non white model some even casting trans models and drag queens. Recently, Aaron Philip, a gender nonconforming, 17 year old, trans woman of color who is also affected by cerebral palsy keeping her in a motorized wheelchair for mobility, was signed to Elite Model Management, one of the leading firms. This is a notion of progress as she is the first like herself to be signed to such outstanding industry firm providing a notion of progress and equality that has unfortunately not been seen before within the fashion industry. Brands, publications, and broadcast media casting models, actors, journalists, hosts, etc. beyond white, cis-gender men and women, is a motion forward and move of progress that represents a much wider range and voice within society. It makes for a better, multifaceted, revolutionary exploration of social and political ideas with less room for bigotry, racism, discrimination, and misinformation from being published. Forward thinking and growing brands are taking note on this fludity in music, art, culture, and fashion interpreting it getting being social change campaigns, collaborating with the LGBTQ community and artists, and making gender fluid beauty products and clothing collections. There is a growth of cultural collaboration in media and fashion that is creating a much more free, and expressive market that is a reflection of the Gen Z mission.
GEN-Z MAPPING FLUIDITY
Dapper Q by Target 2nd annual Young Adult Collection for Pride Week NYC
Casting Models of Color NYFW S/S 19 Runway 100%
(Fashionista)
80% 60% 40% 20% 0%
Gal- Dem Magazine, run exclusively by women of color
RELIGIOUS EQUALITY AND FASHION
Nike brand hijabs released Spring 2018 Instagram: @leenaglhouti
Zahra Lari, Emirati Figure Skater wearing Nike hijab Kadija Diawara for Maki Oh, A/W 2018
The culturally traditional dress of Muslim women has been a discussion of those on the opposition claiming it is repressive of women while many feel it is an act of religious freedom and self expression. An ongoing growth of Islamophobic beliefs in European countries and the United States are a result of rising political and social tensions with attacks occuring in the last several years from extremist groups falsely identifying with the Muslim religion leading to xenophobic fears and violent backlash towards Muslims and those of a brown skin color with decent of middle ea. Muslim women wear levels of traditional covering as a sign of modesty and respect within their culture, though some think this is a sign of oppression and extremity within the Islamic religion with a fear of their religious texts making xenophobic assumptions of how women are treated. However as parts of modern society further their understanding of accepting different cultures and religions, the discussion about hijabs, a popular type of head covering for Muslim women, have become apart of the fashion industry in couture and ready to wear as well as athleisure and activewear sectors. Recently, Decathlon, a leader in French European activewear, announced a line of performance fabric hijabs with public backlash so vehemently oppositional that Decathlon pulled the line and renounced the announcement of production for fear of violent backlash and threats made to store employees by islamophobic consumers in France (NY Times). Though France prides itself on secular inclusivity and freedom for
all genders, using that as an excuse of hatred to limit access to self expressive, more functional options of head coverings for women of Islam in Europe limits the market and demonstrates a regressive attitude towards inclusion and understanding of non western cultures. Other brands like Jean Paul Gaultier, Yeezy, Oscar de la Renta, DNKY, Zara, Mango, and Monique Lhuillier have followed in suite of progression and including traditional Muslim head coverings within their runway collections and some even released entire collections that carry to a more modest, but fashionable middle eastern customer (The Fashion Law). It is a market and culture of women who enjoy staying true to their roots and beliefs while keeping up with trends and modern lifestyles a reflection of both evolution and tradition. Fashion as an entity is a reflection of culture and the spirit of the teams as it is a means for self expression and identifying oneself. Muslim women are apart of modern society just as much as women of western cultures are represented as doctors, lawyers, athletes, models, etc. and deserve access to fashion that allows them to wear and express themselves as they choose including wearing traditional dress and coverings that are fashionable and functional and included in the brands they already like to buy from. It is a note to the future of the fashion industry that cultural inclusivity allows for broader, more intelligent, well rounded fashion market rather than limiting brands’ lines to only cater to a few type of genders, sizes, and cultures.
Counterfeit product has been a lucrative market for those involved for decades while taking away profit and legitimacy from luxury brands and their products. Currently, the counterfeit market is estimated to be worth more than $1.2 trillion(USD) globally with $450 billion being accounted for within clothing, textiles, handbags, jewelry, and footwear (The Fashion Law). The difference between knockoffs and counterfeit goods is that knock offs are copies of silhouettes, patterns, or styles that look similar but have a few differences and are not marketed as being “the real thing.” Counterfeit goods are sold to look as good or as close to the real product disguised as the real product in cheaper fabrications, finishings, and sometimes slight differences in logo design or scale. Amazon, a major online retailer, has come under fire for its issues with a surplus of counterfeit product being sold through third party sellers and Amazon in house brands themselves knocking off other brands that were sold on Amazon. The fashion brand Ella Moss sued the company for its in house brand, Ella Moon, for knocking off its branding, aesthetic, and several pieces causing profit to be diverted and stolen from Ella Moss. Additionally, fake Gucci and Birkin bags are sold through third party sellers with consumers even searching “fake *insert brand* bag.” It is unethical as Amazon has a zero tolerance policy for “fake” or “counterfeit” product. Some designer brands, like Diesel, have a taken a different take to combating counterfeit product by selling real product
presenting it as fake product to customers on places like Canal Street, famous for counterfeit, in New York City. Off White, a street style brand, sold bags in the same way on Canal street and used it for an advertising campaign. Gucci did a spray paint design of the word “real” above to namesake on bags. This is mostly a marketing strategy as they are losing money on the product selling it for prices of fake, imitation products, but they do shine light on the counterfeit market issue. Though there are legal and financial consequences, to selling fake bags and product, sellers of such continue to get more strategic in their deceptions as it is such a lucrative market. The possibility for stopping the market for fake product would be educated the consumer on how it hurts the economy as many counterfeit profit made leads to underground, organized crime, drugs, and sex trafficking as it is untaxed and nearly untraceable. Additionally, it hurts the market by depreciating the perceived value of many signature bags and garments ,and overall, the brands themselves.
KNOCK OFFS
Gucci “Real” bags inspired by the Counterfeit Market
Off-White’s “If the cops come, run campaign, 2016
Set up of Diesel’s Fake Counterfeit Products on Canal Street, 2018
THE FUTURE OF SWIM
Madewell Second Wave Tie -Front Bikini Top, $49.50 Bottom, $45.00
Plastic Bottles into swimwear fabric Madewell Second Wave Ribbed Ruffle-Strap One Piece, $79.50
Swimwear, as a separate market segment and as modern style interprets began in the 1930s in reference to American designer, Claire McCardell’s, diaper suits and bathing suits. With the growth of popularity and market saturation of synthetic fibers occured from the late 1940s and onward, swimwear continued to grow and develop with many of these fibers being water repellent and quicker drying than natural fibers. Though there were functional and fit benefits to the expansion of these synthetic fibers, many take a long time to break down and are made from materials that require an extensive amount of pollution to be released in their creation. There has been growth in the market for recycling synthetic fibers and replacing them with plant hybrids and recycled material as the damage done to Earth’s ozone layer and ecological effects have become more drastically changing. Brand’s combatting this include Reformation, Mara Hoffman, Outdoor Voices and now Madewell as they release their first line of swimsuits made from recycled plastic bottles, etc. for spring/ summer 2019 (Fashionista). Madewell is known for their sustainably made denim and elevated basics. Brands like Madewell are demonstrating to consumers with their prices and quality that sustainable fashion is more affordable with prices comparable to brands using non sustainable materials and manufacturing practices. As synthetic fibers have been more popularized and sometimes more affordable than their natural fiber counterparts or providing a larger profit margin for fashion brands, it has been
harder to steer customers towards more eco friendly options. However, as sustainable practices and brands have become more popular through the use of social media and feature articles and publications this move for sustainable swimwear is timely for Madewell. Going beyond denim and tops and pants moves sustainable fibers into new categories including swimwear and essential undergarments and expands the market for an ever growing customer segment that seeks more future oriented options. Sustainability creates for a consumer that is more invested and loyal to transparent brands that educate their audience beyond the products and into lifestyle choices. Brands can also partner with charitable efforts to improve social equality, access to resources, and cleaning up the environment to create and entire brand culture and perception of forward thinkers. Creating trend aware, but classic products in sustainably made fabrications will expectedly keep garments out of the massive dumps of the world and create positive commitments of a more educated consumer hopefully reducing wasteful practices of consumerism.
SOURCES TITLE PAGE IMAGE • https://img.archilovers.com/projects/b_730_6b7c9ea3-382f-4169-a5f9-232c5159403b.jpg
FAST FASHION VS. FAST BEAUTY . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 3 • https://www.statista.com/statistics/550657/beauty-market-value-growth-worldwide-by-country/ (Statista)
• https://www.businessoffashion.com/articles/professional/why-fast-fashion-has-been-slow-to-tap-the-beauty-
boom-zara-pat-mcgrath-hm-boohoo-asos (Strugatz) • https://fashionista.com/2018/07/fast-beauty-business-industry-problems (Unterberger) • https://www.prnewswire.com/news-releases/is-beauty-ready-for-transparency-300669540.html (PR Newswire)
HOW IS SUSTAINABILITY SELLING A CONSUMER EXPERIENCE? . . . . pg. 4 • https://www.businessoffashion.com/articles/sponsored-feature/how-1-hotels-attracts-luxurys-elusive• • • •
sustainably-motivated-consumers (Business of Fashion in partner with 1 Hotels), (some promotional bias) https://www.forbes.com/sites/jefffromm/2018/01/10/what-you-need-to-know-about-the-financial-impact-ofgen-z-influence/#6ae0371056fc https://wwd.com/business-news/marketing-promotion/generation-z-ey-advisory-insights-1202678904/ (Zackiewicz) https://fashionunited.com/news/fashion/new-study-shows-that-gen-z-will-strengthen-sustainabilitytrend/2018092123616 https://www.brandcrowd.com/gallery/brands/pictures/picture12596918235148.png (Green Leaf Symbol Vector)
COLLECTION AFFECTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 5 • https://www.businessoffashion.com/articles/news-analysis/wardrobe-nycs-unusual-proposition-luxury-in-bulk • https://www.wardrobe.nyc/ • https://www.smartinsights.com/ecommerce/ecommerce-strategy/the-reasons-why-consumers-shop-online-
instead-of-in-stores/ • <a href=”https://www.freepik.com/free-photos-vectors/mockup”>Mockup psd created by aleksandr_ samochernyi - www.freepik.com</a>
SOURCES (cont) QUICK RESPONSE OR INSIDE DEAL? . . . . . . . . . . . . . . . . . . . . . . pg. 6 • http://www.thefashionlaw.com/home/kim-k-and-missguided-fast-fashion-at-its-quickest-or-a-marketing-ploy-in-
disguise • https://www.inc.com/kenny-kline/new-study-reveals-just-how-important-brand-transparency-really-is.html • https://www.forbes.com/sites/forbesagencycouncil/2018/04/16/why-you-should-be-radically-transparent-withyour-customers/#77bbfb757aef
GEN-Z MAPPING FLUIDITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 7 • https://www.businessoffashion.com/articles/video/gal-dem-recens-wallet-navigating-gen-z-the-abcs-of-
fluidity?source=bibblio • https://www.forbes.com/sites/gregpetro/2018/10/14/gen-z-new-gender-norms-fake-news-frugality-and-the-riseof-retails-next-power-generation/#7023ba757382 • https://www.them.us/story/aaron-philip-signed-to-modeling-agency • https://fashionista.com/2018/09/new-york-fashion-week-spring-2019-models-diversity
RELIGION AND FASHION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 8 • https://www.nytimes.com/2019/02/28/world/europe/france-sports-hijab-decathlon.html • http://www.thefashionlaw.com/home/how-the-hijab-has-grown-into-a-fashion-industry-of-its-own • https://www.essence.com/fashion/nike-set-release-first-hijab-muslim-female-athletes/
KNOCKOFFS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 9 • • • •
http://www.thefashionlaw.com/home/amazon-is-finally-admitting-that-is-has-a-counterfeiting-problem http://www.thefashionlaw.com/home/counterfeit-fashion-if-you-cant-beat-them-why-not-join-them http://www.thefashionlaw.com/home/the-counterfeit-report-the-impact-on-the-fashion-industry https://www.businessoffashion.com/articles/intelligence/fighting-the-450-billion-trade-in-fake-fashion
THE FUTURE OF SWIM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 10 • https://fashionista.com/2019/02/madewell-sustainable-swimwear-launch • https://www.mochni.com/why-sustainable-fashion-is-the-future/
FIN