Apparel Magazine | May 2024

25TH

Mindful Muting

Let's dive into a noteworthy trend that's shaking up the marketing scene – Mindful Muting. Picture this scenario: Mother's Day approaches, and brands extend a simple question to their audience –"Want to skip the Mother's/Father's Day content?" It's a gesture akin to offering a digital shoulder, acknowledging that these occasions can evoke a range of emotions, particularly for those who've lost a parent.

Now, why should this matter to you as a brand owner or retailer? Well, for starters, it's a potent way to demonstrate to your customers that your brand isn't just about products; it's about understanding and empathy. It's astute marketing. Establishing a connection with your audience based on mutual understanding can foster lasting brand loyalty and elevate your brand's reputation.

So, here's the practical aspect: when the next Mother's or Father's Day rolls around, consider integrating "Mindful Muting" into your marketing strategy. Provide your customers with the option to opt out of holiday-centric content, thereby showcasing your brand's commitment to sensitivity and inclusivity. They aren't unsubscribing forever, just opting out of specific marketing which can be very painful for someone grieving.

By embracing this approach, you not only enhance the overall customer experience but also distinguish your brand as one that prioritises the emotional well-being of its audience. In today's competitive fashion landscape, where authenticity and connection reign supreme, initiatives like Mindful Muting can set your brand apart and resonate deeply with consumers. As you plan your marketing

EDITOR

MARKETING MANAGER CONTENT MANAGERS

EDITORIAL ASSOCIATES

GRAPHIC DESIGN TEAM Tania Walters Kieran Mitchell Caitlan Mitchell Sarah Mitchell

Caroline Boe, Findlay Murray

Sam Francks, Bridget Barter, Jenelle Sequeira

Raymund Sarmiento, Raymund Santos

ENTER YOUR WESTERN ERA WITH LEVI'S

From cowboy boots to brown leather belts, Westerninspired clothing and accessories have emerged as one of the top performing trends within the industry over the last few years.

Levi’s new collection features several new Westerninspired denim pieces that allow customers to embrace the Wild West aesthetic.

Tough enough to withstand the physical demands of ranching and hours on horseback, cowboys were among the earliest wearers of the 501 waist overalls, making for an authentic part of Levi’s history and its geographical roots.

BARBOUR APPOINTS NEW ZEALAND DISTRIBUTOR

British heritage and lifestyle brand Barbour has appointed Liquid Brands as its new distribution partner for the New Zealand region.

Liquid Brands will distribute all Barbour products across the region, including iconic wax jackets, waterproof breathables, clothing, footwear, and accessories.

Established in 1894 in South Shields, North East England, Barbour has become a fifth-generation familyowned business led by Chairman Dame Margaret Barbour. It is renowned for its iconic and enduring outerwear and clothing.

"We are delighted to be working with Liquid Brands," said Neil Parker, Barbour's managing director.

TURNING BANANAS INTO FIBRES OF PURPOSE

Dole Sunshine Company Turns Banana waste into Fibres of Purpose with Musa Fabric.

As part of the Dole Promise towards zero fruit loss and working towards carbon neutrality, Dole and Musa Fabric are collaborating to empower underrepresented groups through training to extract fibres from banana stems the fibres are then woven into fabric and developed into fashion products by Musa Fabric.

VANS X PROENZA SCHOULER

Vans has partnered with Proenza Schouler, a New Yorkbased women's fashion and accessories brand founded by designers Jack McCollough and Lazaro Hernandez. Proenza Schouler, influenced by art and design and Vans’ skateboarding heritage, has put a spin on the Classic SlipOn. The result is the Vans x Proenza Schouler Puffy Slip-On, a modern take on the iconic '70s silhouette. It plays with exaggerated proportions and is made of high-quality leather, showcasing both wearable luxury and contemporary craftsmanship.

READ THE FULL STORY ONLINE

SMITH & CAUGHEY'S CLOSES AFTER 144 YEARS

The iconic department store, Smith & Caughey’s are closing for good after 144 historic years. They advised the proposal to almost 250 staff this morning in an all-staff meeting held in their Queen Street location that they will close for good in early 2025.

READ THE FULL STORY ONLINE

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OEKO-TEX MADE IN GREEN

PROVIDING SUPPLY CHAIN TRANSPARENCY IN THE TEXTILE INDUSTRY

Supply chain transparency is of paramount importance in the textile and leather industry for several reasons:

Ethical Sourcing:

Transparency allows companies to ensure that their raw materials are sourced ethically. This means that workers involved in the production of these materials are treated fairly, paid a living wage, and work in safe conditions.

Environmental Impact:

Transparent supply chains enable companies to assess the environmental impact of their production processes and to minimize their environmental footprint. This includes understanding the use of water, energy, chemicals and disposal of waste throughout the supply chain.

Consumer Trust:

In an increasingly conscious consumer market, transparency builds trust. Consumers want to know where and how the products they purchase were

made. By providing transparency into their supply chains, companies demonstrate their commitment to sustainable and ethical practices, which enhances brand reputation and trust.

Legal Compliance:

Many countries have regulations in place regarding supply chain transparency, particularly concerning issues such as forced labor, human trafficking, and environmental impact. Maintaining transparency helps companies ensure compliance with these regulations.

YOUR SOLUTION FOR TRANSPARENCY AND TRACEABILITY

OEKO-TEX MADE IN GREEN is a label for textile and leather products tested for harmful substances, made in environmentally friendly facilities and safe and socially responsible workplaces. Supply chain traceability and transparency are provided by the OEKO-TEX label check using a unique product ID or QR code. It gives information about the production facilities, the textile and leather article, the stage of production to which the facility belongs and the countries in which production took place. MADE IN GREEN is compliant with global regulations, including the EU REACH directive, CPSIA and the ECHA-SVHC

candidate list. It is also aligned with the goals of the European New Green Deal.

For more information please scan the QR code and get in touch with us.

VITAMIN ENRICHED FACIAL TONER

Though often overlooked and undervalued, toning is essential in any well-considered beauty care regimen.

Aesop's new Immaculate Facial Tonic puts toning back at the centre of skincare, preparing the skin for further hydration and providing vitamin-enriched replenishment and chemical exfoliation.

With regular use, this product clarifies and balances the skin, gradually evening out its tone and refining its texture, leaving you with a healthier, more youthful-looking complexion over time.

Aesop's collection of toners has been meticulously formulated, offering an additional layer of support designed to meet the varying needs of different skin types.

The Immaculate Facial Tonic expands Aesop's overall suite of toners and the Skin Care+ collection, which harnesses generous amounts of vitamins.

As the first toner in the range, Immaculate Facial Tonic contains both vitamin B3 and provitamin B5 in the form of niacinamide and panthenol,

which replenishes and softens the skin.

It also includes mucor miehei extract, an enzyme known for its gentle exfoliating properties derived from the eponymous microorganism. Combining these ingredients makes the tonic a valuable addition to skin care regimens, as it supplements its already significant hydrating benefits with mild chemical exfoliation.

Gentle enough for daily use, the tonic suits many skin types, including sensitive, dry and patchy skin.

Despite its sophisticated composition, the toner's use is uncomplicated and fuss-free. The product is lightweight and aqueous, meaning it should be applied after cleansing and before hydrating.

The tonic has a light texture and a soft finish. It can be applied with cotton pads or hands, depending on the desired effect.

Additionally, it offers an alternative

to physically exfoliating products, softening and refining the skin over time with continued use.

SCIENTIFICALLY PROVEN TO REDUCE WRINKLES

Luxury skincare brand Emma Lewisham has released a revolutionary muscle relaxant, scientifically proven to reduce wrinkles.

The Supernatural Vitale Elixir claims to reduce muscle contractions responsible for wrinkles by 91 percent after 24 hours.

Co-owned by and named after skincare pioneer Emma Lewisham, the brand has worked alongside physiologists and biochemists who possess an advanced understanding of how the skin works.

They have prioritised taking a skin physiology-first approach to formulating rather than following the traditional ingredient-led approach.

The Supernatural Vitale Elixir is a testament to the company's commitment to natural skincare. It has harnessed 11 natural actives, each selected to send signals to multiple cellular pathways of the skin to ensure safety and quality.

One of the unique ingredients is a proprietary neuropeptide relaxant complex that inhibits neural activity and leads to muscle contraction. This relaxes skin creases and reduces the expression of fine lines and wrinkles.

After three months of continual usage, the Supernatural Vitale Elixir has promised to reduce the appearance and depth of wrinkles through fewer muscle movements, increased fibroblast stimulation, and the reduction of collagen breakdown.

"We developed this formulation for all our customers who have asked for a product that would powerfully target their wrinkles and serve as a more natural-looking alternative to Botox," said Lewisham.

"Our physiologist spent two years on the research and thinking behind the science alone before spending a further two years working with specialised biochemists to develop the formulation."

Alongside reducing wrinkles, the Supernatural Vitale Elixir will stimulate skin fibroblasts, decrease matrix metalloproteinase activity and decrease the skin's transepidermal water loss.

Emma Lewisham is a registered B Corporation and was the world's first certified climate-positive and 100 percent circular-designed beauty brand. The company offers refills for every product and has proven to reduce carbon emissions by 74 percent.

THE NEW SHORT HAIR STYLER

Ghd is paving the way to precision with the release of its new slim plate styler.

Designed and tailored to style shorter hair, the ghd mini is a must-have for pixie cuts, fringes and other short strands.

Featuring 40 percent slimmer plates, the new ghd mini has been designed to be precise from the root to the end. It will help enable extra-detailed styling on small sections and hairlines.

The new styler has advanced slimline dual-zone technology, which monitors the heat across both plates. It will maintain an optimum styling temperature of 185 degrees Celsius for sleek, smooth and healthy-looking results with up to 50 percent more shine.

Smooth, contoured ceramic plates will deliver an effortless, snag-free glide while maintaining styling control. The narrow,

rounded design allows the creation of tight curls and added detail for versatile styling and professional creativity.

“With ghd mini, I can perfectly tailor the shape of my shorter haircuts. Whether I’m working on bobs, crops or even short fringes and hairlines, the slimmer styling plates of the ghd mini allow me to get precision styling from the root 40 percent slimmer plates.

I can now achieve smooth, healthylooking results on all hair textures,” said Dafydd Thomas, global education director of GHD.

“The new advanced slimline dual-zone technology is a game changer in this slim but mighty styler!”

Its slimline design has made it light and easy to store, making it a perfect addition to your bathroom or suitcase.

THE NEW HIGHLIGHTS ERA

After the success of the last Expo Riva Schuh & Gardabags, new trends, curiosities, and originalities have been announced for the 2024 event.

The newest addition is the Highlights Area, a product of a collaboration with Arsutoria School. It is not just an exhibition space but a catalyst for inspiration, innovation, and collaboration that aims to ignite the passion and drive of the wider industry community.

In addition to specific activities such as presentations, workshops and talks with experts, the next edition will feature a range of exhibitors' collections

selected by the Expo Riva Schuh & Gardabags fashion committee.

The fashion committee comprises of a team of four experts who will prepare an analysis of the shoe and bag fashion trends for each season. They will be chosen among the exhibitor's

proposals and displayed in a dedicated area at the fair.

The Highlights Area will be the point of reference for all visitors who want to learn more about trends and preview footwear, bags, and accessories for the upcoming season.

PORTUGUESE BRAND'S SUSTAINABLE MILESTONE

Savana Calçado's latest endeavour has made a positive advancement towards minimising its ecological footprint.

Since its inception in 1988, the Portuguese company has built a reputation for quality children's footwear. In recent years, it has taken a significant step forward by expanding its intentions beyond creating well-designed products to

include a firm commitment to reducing its carbon footprint.

As part of the Bioshoes4all project, Savana Calçado has adapted its design methodology to contribute to the change in the world's behaviour towards a more circular economy.

The company has purchased new solar panels as well as more environmentally friendly production types of equipment that will improve waste management.

A series of campaigns will be released to raise awareness about reducing, reusing and recycling different materials.

For businesses, sustainability can

be seen as both a challenge and an opportunity. Savana Calçado has openly accepted this challenge, seeing it as vital in ensuring that future generations grow up surrounded by nature.

Luisa Silva, commercial department manager at Savana Calçado, stated that a paradigm shift is required for significant changes in production and consumption patterns.

Savana Calçado's investment in becoming more sustainable will lead to more investment in sustainable technologies and infrastructure. Despite this challenge, innovation in new sustainable ideas can create many opportunities for products, services, and types of business models.

The company will continue to prioritise the foreign market and promote a greater export dynamic. This will help Savana Calçado differentiate itself through service, quality, values, and products.

Due to ever-changing consumer demands, the market has forced companies to reinvent and create new concepts and innovative solutions.

WILL THE FOOTWEAR INDUSTRY RECOVER?

The footwear industry has not had it easy over the last few years, with high inflation rates, supply chain disruptions and pandemic-related issues causing significant issues. However, analytics have revealed that the industry is seeing minor signs of recovery.

High inflation rates have significantly impacted the industry, substantially increasing materials and transportation costs. This has necessitated a strategic reevaluation of operations for manufacturers.

Consumers are also facing problems of their own, with a worldwide costof-living crisis creating less disposable income to spend on non-essential items such as footwear.

Despite this shift, the global footwear market has started to see signs of growth, with a massive rise in athletic footwear brands.

Yue Yen, one of Hong Kong's most prominent footwear manufacturers, experienced a 12 percent decrease in year-on-year revenue. This decline reflected a broader industry trend of soft global demand and excess inventory.

Another prominent manufacturer, Stella International Holdings, saw its

Despite this shift, the global footwear market has started to see signs of growth, with a massive rise in atheltic footwear brands.

full-year revenue fall by 8.5 percent to USD 1.49 billion.

Despite these past losses, the market has experienced a rise in numbers, with Stella International seeing an 18.9 percent increase in the

first quarter of the current year.

Sports retailer Foot Locker is among the few turning the corner, seeing a positive turnaround of two percent year-over-year sales.

Mary Dillon, president and CEO of Foot Locker, remained optimistic about the industry's future, stating that the company has gained significant momentum through the holiday season, driven by full-price selling and compelling promotion.

JD Sports also experienced a positive shift, with organic growth of over eight percent compared to the previous year.

The company has actively expanded its presence in North America with the recent acquisition of US retailer Hibbett, which is expected to increase market share significantly.

To continue seeing market growth and gain a competitive edge, footwear manufacturers must stay on top of consumer demands.

DEADLY PONIES QUEENSTOWN

Located within an iconic heritage building, the Mountaineer Hotel, Deadly Ponies Queenstown has drawn inspiration from its historic surroundings, like the new signage above the front door, which mirrors the hotel's original signage.

“Steve [Steven Boyd] and I worked hard to create a warm and unique space, taking inspiration from the region’s elements by incorporating a lot of natural wood and colour,” said Liam Bowden, Creative Director and Founder of Deadly Ponies.

“A store in Queenstown has been on our radar for a long time. It’s a place we love to visit and has an international feel. It was also crucial for us to find a location that we felt fit with our other spaces, and that’s been quite a process.”

With its diversity of tourists and global appeal, establishing a presence in Queenstown has provided immense potential for the Deadly Ponies brand. The Mountaineer Hotel, unique to the region’s history, made Boyd and Bowden fall in love almost immediately with the large windows and exposed stone.

As with all of its other spaces, the duo

was involved in every detail, with this being the first store they designed inhouse. Boyd, who grew up in the South Island, could call upon one of his oldest friends, Dave Ewan, a local builder, to help with the fit-out.

Deadly Ponies Queenstown has been designed to reflect their passion for the arts with works and collector's pieces worldwide. It is an accumulation of ideas and colours that feel interesting and inviting. The space includes many bespoke furnishings and natural and sustainable materials that celebrate local artists from Aotearoa.

“For us, It was essential to create a space that could continually evolve, just like a home. We chose to include pieces that held significance to us, like an original 1950s watercolour by Steve’s late grandfather, Douglas Badcock, a celebrated Queenstown painter.”

They have also worked on two new

pieces exclusive to this store, the Mountaineer Blanket, a tribute to the Mountaineer Hotel location, and a limited Shearling capsule, a fun play on the cosy Queenstown elements.

This store is an evolution of the other stores that interior designer Katie Lockhart developed. It features handwriting built over the years, with a few differences.

A large oak recess has been created to display the colours within the collection, alongside a custom ottoman crafted from Deadly Ponies Calf Nappa leathers and Santa & Cole light fittings from Spain.

One of the more colourful pieces in the store is the New Zealand handtufted wool rug, made especially for this location from a piece by artist Anoushka Akel.

The aim was to create points of interest within the store beyond the leather offerings that the brand is known for.

“Our spaces are a collection of treasures, with elements and bespoke pieces that customers can rediscover whenever they visit.”

In terms of sustainability, the approach to the stores has always been similar to those with the bag designs, focusing on creating something that will last, using natural, reusable materials and letting them shine.

“Our Queenstown store incorporates a lot of wood and stone, natural materials that will age beautifully if looked after,” Deadly Ponies Queenstown is a warm and inviting escape during winter, allowing visitors to wrap themselves in the Mountaineer Blanket and sit by the window to read a book.

KATHMANDU X LIAM LAWSON

EPIQ COLLABORATION

Global outdoor brand Kathmandu has introduced its latest product innovation, the Epiq SE, in collaboration with Kiwi Red Bull F1 Reserve driver Liam Lawson.

This special edition of Kathmandu’s classic puffer jacket is made with fabric created from recycled plastic waste, including end-of-life car tyres.

"I have a deep connection with Kathmandu that goes way back. Like most Kiwis, I've owned a Kathmandu jacket since I was a kid. It has travelled with me worldwide and feels like a piece of home whenever I see it,” said Lawson.

"Racing is all about pushing limits. It's an exciting opportunity to partner with a brand driving innovation in its industry.”

Car tyres are often burned at the end of their life, releasing harmful pollutants into the air or simply discarded in landfills. With Fulgar, a leading international manufacturer of man-made fibres, Kathmandu has transformed this issue into an opportunity.

The Epiq SE's primary fabric is made using Fulgar’s revolutionary Q-CYCLE technology. This yarn is produced from recycled post-consumer waste, including end-of-life car tyres, following the principles of mass balance.

"Kathmandu is dedicated to pushing the boundaries of product innovation and sustainable practices in the textiles industry. The launch of our Epiq SE signifies another significant milestone

in our journey,” said Karinda Robinson, Kathmandu’s General Manager of Products.

“As a Certified B Corporation, Kathmandu is committed to reducing its climate impact. Investing in advanced recycling technologies like this demonstrates how we strive to enhance

Racing is all about pushing limits. It's an exciting opportunity to partner with a brand driving innovation in its industry.

circularity and reduce the linear takemake-waste approach to business."

Beyond symbolising Kathmandu’s latest purpose-driven innovation, the Epiq SE offers exceptional performance and style. The jacket features a sleek, all-black design, and the fabric is lightweight, water-repellent, highly

durable, and luxuriously soft.

“We are now presenting our finest version of the Epiq yet, which is incredibly thrilling and a source of immense pride. We will continue to leverage our Epiq icon as a platform for innovation, inspiration, and best-inclass sustainable practices."

To further establish the Epiq SE’s sustainability credentials, it is equipped with Digital ID technology, which provides details about its design and production process, the manufacturing facility, the materials used, repair information, and eventually, traceability and resale recommendations.

Elaborating on the partnership with Liam Lawson, Jo O'Sullivan, Kathmandu’s General Manager of Marketing, said that Lawson was a true inspiration. He pushed the boundaries in racing every day and constantly strived for improvement.

"Our Epiq SE represents innovation and sophistication, and we believe there is no better ambassador for it than Liam, who is taking on the world with passion, elegance, determination, and a Kiwi sense of humour that we can all be proud of."

Kathmandu introduced the Epiq franchise in 2015, and it quickly became a favourite among outdoor enthusiasts across Australia and New Zealand.

MERRY PEOPLE X OBUS COLLECTION LAUNCHES WITH BOLD NEW PRINTS

Merry People has announced its latest collaboration with Obus for a capsule collection filled with vibrant, waterproof pieces.

The first Merry People x Obus collaboration completely sold out in just under two weeks.

The two female-founded and Melbourne-based brands have once again come together to fuse their creative energies for a larger capsule collection. The result is an irresistible array of bold prints and colours.

“Following last year’s success we were eager to expand our collaboration lineup,” said Danielle Holloway, Founder of Merry People. “Introducing our taller Fergie boot alongside a waterproof backpack and choosing two iconic Obus prints to use across the collection! We’re really excited to work together again on this collaboration and hope our customers will adore the new creations as much as we do.”

This year’s limited edition collection launches Thursday 23rd May from 6pm and is expected to disappear just as fast! At the heart of this collection lies “Golden Hour”, an original Obus print reimagined for the Merry People X Obus collaboration. Inspired by the enchanting moments of serenity just after sunrise or before sunset, it’s a visual ode to

carving out time for oneself, perfectly encapsulated in rainwear that promises to elevate every adventure.

“We know many people missed out on owning a piece of last year's collaboration including me,” said Kylie Zerbst, Founder of Obus. “So being able to give our amazing community another collaboration feels extra special. This collection introduces a gorgeous new backpack, and personally I’m so excited about the knee high boot!! The ‘Golden Light’ print is an often asked for favourite that’s translated beautifully onto these covetable new items.”

This year’s offering features four 100 percent waterproof styles, all in Obus’ ‘Golden Hour’ print. In two exclusive colour palettes: Dawn and Dusk.

THE COLLABORATION HIGHLIGHTS FOUR KEY PIECES:

• The iconic Bobbi Gumboot receives an Obus makeover, adding a touch of flair to its beloved design.

• The Fergie Boot gets a chic update, seamlessly blending function with fashion.

• Embrace sustainability with the packable Raincoat, crafted from 100 percent recycled fabric, breathing new life into 21 PET bottles while keeping you dry and stylish.

• The specially designed Backpack, perfect for urban escapades or outdoor adventures, boasts durability and waterproofing while repurposing 65 PET bottles.

With Merry People x Obus, every step becomes a celebration of style, sustainability, and the sheer joy of embracing the great outdoors.

HKTDC HOME & FASHION INSTYLE BOOSTS SUSTAINABILITY

The Hong Kong Trade Development Council (HKTDC) has planned to host seven lifestyle products and creative trade events this month, beginning with the Home InStyle and Fashion InStyle.

These four-day lifestyle fairs featured multiple themed zones. They attracted over 2,200 exhibitors from 17 countries and regions, including Mainland China, Hong Kong, Taiwan, Australia, Bangladesh, India, Indonesia, Japan, Korea, Luxembourg, Nepal, Pakistan, the Philippines, Poland, Saudi Arabia, Sri Lanka and Thailand.

“To cater to the latest market trends, HKTDC has redesigned some of our April fairs, including merging the Hong Kong International Home Textiles and Furnishings Fair into Home InStyle to create cross-industry synergy,” said Sophia Chong, the Deputy Executive Director of the HKTDC.

“This year’s Home InStyle features many products that align with the Hong Kong SAR government’s ‘plasticfree’ measures, while Fashion InStyle showcases eco-friendly technologies and products and launches a new Certification and Trade Services zone to provide sustainability accreditation services.”

HKTDC has always been committed to promoting sustainable development in

the business community. The two fairs also provided eco-labels for exhibitors selling green products, helping the industry promote and source ecofriendly products and solutions.

This year, Home InStyle gathered 1,750 exhibitors from 16 countries and regions, including first-time exhibitors from Saudi Arabia and Sri Lanka, while the Cultural and Creative Corner featured over 50 exhibitors and design brands from Mainland China, Hong Kong, Taiwan, Japan and the Philippines, including a debut by Shanghai Industrial Design Association.

The Cultural and Creative Corner also invited PANTONE as a Colour Partner and art book publisher TASCHEN to set up a lifestyle library.

Multiple zones showcased diverse home products with renowned designer brands such as Topchoice, Ucome, Amercook, AmVegan and Azuda. Home InStyle also introduced two new zones, Home Textiles and World of Fine Textiles.

Fashion InStyle launched a Certification and Trade Services zone, promoting sustainable fashion technology.

The Nano and Advanced Materials

HKTDC has always promoting sustainable business community. provided eco-labels for products, helping the industry source eco-friendly products

always been committed to sustainable development in the community. The two fairs also exhibitors selling green industry promote and products and solutions.

Institute featured a variety of functional textile materials, including ultralight and ultrawarm sustainable aerogel fibre that can be knitted with wool fibres to produce lightweight fabric with extraordinary thermal insulation properties.

Albert Chan, Head of the Greater China office at Coresight Research, and Nicholas Fu, Economist (Global Research) at HKTDC, shared insights on the retail apparel market and consumer trends in Fashion Outlook and Forecast.

The Pet X Fashion Parade, jointly organised by Home InStyle and Fashion InStyle, will showcase trendy apparel

designs and diverse pet products.

The HKTDC’s EXHIBITION+ model has integrated offline and online elements at the fairs. Buyers can continue searching for products and services on the hktdc.com sourcing platform and network through the Click2Match innovative businessmatching platform.

During the physical fair, buyers can use the HKTDC Marketplace App's Scan2Match function to scan exhibitors’ exclusive QR codes, bookmark their favourite suppliers, browse product information, and continue discussions with exhibitors online during or after the show.

GLOBAL BUSINESS OPPORTUNITIES AT HOME INSTYLE, FASHION INSTYLE

Home InStyle and Fashion InStyle have concluded successfully, attracting around 24,000 buyers from 100 countries and regions. Non-local buyers mainly came from Mainland China, Japan, Indonesia, Taiwan, and the United States.

An independent research agency commissioned by the HKTDC interviewed 740 exhibitors and buyers, and 64 percent believed that overall sales would increase in the next 12 to 24 months.

Respondents from Home InStyle found that sales prospects were promising in the Middle East, Mainland China, and ASEAN markets, while the respondents from Fashion InStyle considered Taiwan, Latin America, and ASEAN markets to have favourable sales prospects.

“The fairs have enticed professional buyers and buying missions from different countries and regions, including renowned fashion e-commerce giant Zalora, Glop Studio from France, Carrefour’s Turkiye Branch, Hometeka do Brasil S/A from Brazil, Hyundai Department Store from Korea and The Mall Group from Thailand,” said Sophia Chong, Deputy Executive Director of the HKTDC.

“These events have created crosssector opportunities for the industry. The HKTDC remains committed to promoting the development of the fashion and creative sectors.”

Among Home InStyle respondents, 36 percent identify business leads driven by e-tailing as the most significant business opportunity this year. They also predicted kitchenware and tableware would have the most

significant growth potential this year. At the same time, simple design, smart home products and environmentally friendly and energy-saving products will be the most popular trends.

Fashion InStyle respondents identified urban clothing and womenswear as having the highest growth potential.

The portable foldable cutlery set offered by the Hong Kong exhibitor, Uphold Living Ltd, was the highlight at Home InStyle as it provides a sustainable alternative to disposable cutlery.

Saudi Arabian exhibitor Plastic Manufacturing House Co. also debuted at the fair, where it engaged with buyers from South America, Canada, Europe, Morocco, the Philippines, Mainland China and Hong Kong.

“At Home InStyle, I could directly purchase new products from suppliers at lower prices, so I don’t have to rely on Jakarta’s distributors,” said Indonesian buyer Mulianingsih.

“Through Click2Match, I identified two potential suppliers for plastic boxes and food containers and have already placed sample orders. It was a brilliant idea to co-locate Home InStyle and Fashion InStyle, which allows me to source fashion accessories under one roof.”

The Taiwan Creative Industry Development Association also brought five brands and two jewellery designers to exhibit at Fashion InStyle, and Tze Her Ying, Chief Operating Officer of Saturday Club, visited Fashion InStyle to source items for the Singapore-based online fashion brand specialising in ladies’ wear.

The Hong Kong Trade Development Council (HKTDC) has more exhibitions planned for this month, like The Hong Kong Gifts & Premium Fair, The Hong Kong International Printing & Packaging Fair, the inaugural DeLuxe PrintPack Hong Kong, and The Hong Kong International Licensing Show and Asian Licensing Conference.

FASHION COUNCIL OF NEW ZEALAND EXPLORES SOURCING OPPORTUNITIES

The Fashion Council of New Zealand proudly announces its collaboration with the Hong Kong Trade Development Council (HKTDC) at the esteemed Fashion InStyle Expo, where Caitlan Mitchell, representing the Fashion Council, alongside three distinguished New Zealand brands, embarked on a journey to discover new suppliers.

Guided by a shared vision of fostering international partnerships and promoting global collaboration, Mitchell, accompanied by representatives from three leading New Zealand brands, delved into the vibrant landscape of Fashion InStyle. Against the backdrop of innovation and creativity, they navigated through a myriad of sourcing opportunities,

engaging with suppliers and manufacturers from around the world.

"HKTDC's Fashion InStyle provided an invaluable platform for New Zealand brands to connect with suppliers and unearth new sourcing possibilities," said Caitlan Mitchell, Founder of the Fashion Council of New Zealand. "The expo served as a catalyst for collaboration, fostering relationships that will drive the growth and success

of our local fashion industry."

As they traversed the expo floor, the delegation from New Zealand forged meaningful connections, laying the groundwork for future partnerships and collaborations.

The Fashion Council of New Zealand extends its heartfelt appreciation to the Hong Kong Trade Development Council for their unwavering support and hospitality throughout the expo.

A JOURNEY OF LOVE'S GRIT & PASSION

Embark on a journey of love’s grit and passion with the latest fashion jewellery collection from Stolen Girlfriends Club, titled Beauty & Rebellion.

This unique blend of beauty and punk aesthetics is meticulously crafted, showcasing the unparalleled craftsmanship and attention to detail that goes into each piece.

The use of harsh spike detailing and unexpected benign objects, all meticulously crafted from solid sterling silver and 18-karat gold plating, is a testament to the quality and uniqueness of the Beauty & Rebellion collection.

Beauty & Rebellion is underpinned by four main stories that evoke an unapologetic punk attitude seamlessly intertwined with the delicacy of modern romance.

Each story has invited customers to delve into the captivating contrast between strength and softness, rebellious energy, and timeless elegance, as each piece unveils a narrative of bold individuality.

At the forefront of the collection lies the Dangerous Hearts capsule, a daring fusion of sharp spikes and industrial chains intertwined with the soothing blue tones of natural moonstones. It presents a youthful, contemporary interpretation of the cherished Love Claw collection.

These rugged yet beautiful pieces have embodied strength and elegance

while offering a distinctive mix of romance and allure.

The contrast between softness and severity has persisted in the Shuriken story, where conventional protective weapons like throwing stars have been juxtaposed with delicate touches of London Topaz.

Round, plump hearts adorned with graceful script logos have created a tender moment of vulnerability, exploring the interplay of size and scale within the Full Hearts collection.

The central theme running through this collection is the transformation of seemingly ordinary objects into remarkable works of art, offering a fresh perspective and challenging conventional norms.

This innovative approach is exemplified in the “Pop Tabs” capsule, where humble soda can tabs have been reimagined into pieces of jewellery crafted from high-polish sterling silver. The emphasis on innovation and creativity has ensured that the Beauty & Rebellion collection is a true testament to the art of jewellery making.

Beauty & Rebellion has invited customers to embrace the unexpected, celebrate the beauty in imperfection, and dare to rebel against the ordinary as we redefine the meaning of love and romance, one daring piece at a time.

on trend

Storming the runway with floor length warm coats and long skirts, Ruohan’s Fall Ready to Wear collection for 2024 featured mostly monochrome looks of Earth tones and whites until this look. The maxi slip dress in a colour like Mara 5-364 was an injection of colour that quickly dissolved again as they closed the show with blacks, greys and creams. Chinese designer Ruohan Nie presented an elevated take on ‘everyday’ wear. This showcase was the final chapter of a three part series that explored forms, lines, and points.

In an entire collection of Ralph Lauren’s neutral hues, this dash of red in the same shade as Mara 6-3894 touches on a very popular online trend right now - the unexpected red theory. The theory is that a small amount of unexpected red automatically makes anything look better. We couldn’t agree more. This dress seen in Zimmermann’s Fall 2024 Ready to Wear collection was a much needed palate (and palette) cleanser as the entire show of 52 looks jumped back and forth between every colour, texture and pattern known

to man. This sleek and streamlined piece in a similar colour to Mara 6-221 features unique sleeves with loose cape-like elegant draping.

Ungaro’s Fall 2024 Ready to Wear runway was a dramatic collection, showcasing almost exclusively black, white, red and gold. All eyes fell on this look displaying a large single floral print as it melted down the dress in a hue like Mara 6-369.

German designer Lutz Huelle returned to the runway after a four year hiatus. The 38 look runway proposed new compositions of his favourite

MARA 5-364

MARA 6-3894

RUOHAN

elements such as reworked denim, puff shoulders, pleats, sequins and bomber jackets. The bomber jacket like this one in a colour like Mara 5-365 shows the subtle deconstructed and hybrid details Huelle was showcasing.

Louis Vuitton’s Ready to Wear Fall 2024 collection also showcased a lot of muted black and white pieces, however this time had splashes of electric blues, golds and of course - red. This silk two piece, like Mara 6-984, was paired with fluffy mittens which were featured in various colours throughout the show.

MARA 6-221

MARA 6-369

MARA 5-365

MARA 6-984

LUTZ

PRODUCT-CENTRIC VS CUSTOMER-CENTRIC

HOW TO PUT YOUR BEST CUSTOMER FIRST

WHAT IS THE CUSTOMER EXPERIENCE?

It’s no secret that the customer experience (CX) is the most crucial element impacting customer loyalty.

According to Deloitte, companies that provide a great customer experience are up to 60% more profitable. [1] But, where should a brand or retailer start thinking about the customer experience in the merchandising process?

In order to properly answer this question, we need to examine the evolution of the customer experience.

THE EVOLUTION OF THE CUSTOMER EXPERIENCE IN RETAIL

Customer experience initially focused on the point of sale and beyond. This makes sense, as the commerce function is the closest to the customer and, therefore, the easiest to influence.

This focus brought omnichannel experiences like “click and collect.”

Call centers moved from traditional 1-800-YOURBRAND and email to expanded digital channels, including chat, SMS, and social. Customers enjoyed more engaging retail experiences in-store and online. The next focus area was connecting

with customers during the discovery and evaluation phase – before the sale.

This part of the customer-centricity curve is the digital experience (DX). In retail, digital experience involves using consumer data to create a personalized shopping experience.

Of course, retailers must collect all of this information to get closer to their customers and understand how they behave, and why.

SHIFTING FROM PRODUCT-CENTRIC TO CUSTOMER-CENTRIC

Customer-centric merchandising is the next chapter in the experience story. Customers want to buy what they want, when they want it, and on channels or in ways that make the most sense to them.

To merchandise to your best customers and drive actual profit, retailers must shift from focusing solely on what makes them money (a productcentric approach), to who makes them money (a customer-centric approach).

Stay Ahead of the Curve

Deloitte highlights that while many retail functions, such as marketing, have focused on the customer for years,

it has yet to be fully embraced within merchandising, which is traditionally considered the heart of retail.

It states that, “The biggest need to address evolving customer demands at scale and pace is to establish responsibility and authority for the customer within merchandising and integrate it with customerfocused efforts throughout the retail organization. Even well-intentioned customer-centricity will be doomed to underperform if it fails to transform the end-to-end value chain.”

Retailers who utilize technology and data to truly understand their customers will be able to apply these insights throughout the entire merchandising journey – before the customers are even aware of the products that will be coming.

BENEFITS OF A CUSTOMER-CENTRIC VS PRODUCT-CENTRIC APPROACH

Getting closer to your customers at all stages in the product life cycle and beyond will drive huge benefits. What is important to one customer may look different to another. By utilizing data-driven customer insights, you can provide each customer with a

personalized experience across their individual customer journey. Retail technology helps you consolidate this data and access insights so your team understands how customers behave and how they want to engage with you.

Let’s take a look at some specific impact areas:

Full-Price Sell-Through:

• Customers spend less time shopping than ever before, so make sure they always find what they’re looking for quickly by putting them at the center of your assortment planning strategy.

• Increasing full-price sell-through is one of the easiest ways to drive revenue and protect against markdowns. Customers who know they can find what they’re looking for are significantly more likely to pay full price versus running the risk of missing out on your latest collection.

Inventory Optimisation:

• Taking a more customer-centric approach to inventory allocation that considers customer behavior, geographies, and channels means you will carry less inventory.

• With retail technology, you have the ability to scale this activity across your entire business, allowing you to take surgical action and increase profit by ensuring you have the right products in stock.

Margin Maximisation:

• Enhance your margins by ensuring you set the right first price, negating the need for costly markdown activity. You should also utilize data to determine the optimal discount or promotional opportunities based on customer behavior.

• Drive sales and revenue by ensuring customers find what they want and pay full price. By combining this with the ability to control inventory, marketing, and other operational expenses, you will ultimately drive those costs down.

Customer Profitability:

• Identify your most profitable customers and take a customercentric approach to your assortment and pricing strategies with this cohort.

• By understanding who is actually profitable, you can focus your time and resources on creating personalized experiences that keep

your best customers coming back for more.

Customer Loyalty:

• Consistency breeds loyalty. Be a brand that customers can rely on to find what they need, and they will come back – and tell all their friends.

• Moreover, by creating personalized experiences that put the customer at the center of your strategy, you can increase the lifetime value of your best customer segments.

CONCLUSION

Once you understand the importance of taking a customer-centric approach to retail, the next step is to infuse data-driven insights into your strategic merchandising decisions, from assortment to pricing and promotion to product exposure. Keeping the customer front of mind in each of these steps will put you ahead of the competition.

Discover how customer-centric your business is with our CustomerCentrcity Self-Assessment, and see how you compare to similar retailers who participated in our Key Report Insights. At EDITED, we combine internal business data and contextualize it with market data to give softline retailers the insights they need to drive customercentricity. Find out how our AI-powered retail intelligence tool can help your business better connect with customers at every stage.

Unit 2A, 8 Corban Avenue, Henderson, Auckland, New Zealand

Contact: Shay Narsey

T: +64 9 838 8674 or +64 21 274 2910

E: info@directsewing.co.nz www.directsewing.co.nz

IDENTITY SOLUTIONS LTD

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Contact: Simon Wall

T: 0800 285 223

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T: +64 9 571 1151

E: bruce@kudos.co.nz www.kudos.co.nz

The apparel business.

Where it’s easy to get caught with your pants down.

Where it’s easy to get caught with your pants down.

Tired of waiting months to get the cash for work you’ve done back into your business where it belongs? With Pacific Invoice Finance you’ll have the money as soon as you’ve sent the invoice.

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Patterns made with passion and expertise

phone 027 4061 336 | email sue@patternpotentials.co.nz

55 Longhurst Terrace, Cashmere, Christchurch, New Zealand

Contact: Bruce Moore

T: +64 274 341 433

E: bruce@bma.co.nz www.propress.co.nz

Samples cut and made with quality and flare

phone 021 425 149 | email helenh@hsr.co.nz

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31a Elliot Street, Papakura, Auckland, New Zealand

Contact: Shannon Gribble T: +64 9 299 6801

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61a Randolph Street, Eden Terrace, Auckland, New Zealand

Contact: Mandy Tomlinson PH: 64 27 227 0157 E: mandy@taylorboutique.co.nz

VITAG RETAIL TECHNOLOGIES

Unit i, 29 Sir William Avenue, East Tamaki Auckland, New Zealand

Contact: Doug Todd T: 0800 736 352

E: sales@vitag.co.nz www.vitag.co.nz