Last month, Kmart employee and the 2011 Young Retailer of the Year winner Jennifer Skeahan-Heugh set off on the 2012 Westfield World Retail Study Tour. In part one of a two part series, she details key learnings from retailers such as Zara, J-Crew, and Uniqlo.
For three weeks in May I had the incredible opportunity to witness the most up to date fashion trends in the five most fashion forward global cities - Tokyo, New York, Paris, London and Milan.
From the eclectic Harajuku districts of Tokyo to the reigning supremacy of Milan's luxury brands, it was a contradicting yet incredible insight into fashion as brands put their best foot forward in their efforts to dominate a fragile market.
Below are my experiences with an array of my favorite fashion
encounters:
H&M, Zara and Forever 21 continue to command
high street real estate in all of the major cities, and
understandably so with their affordable, on trend offer. The latest
power player in the Japanese market however is Uniqlo.
The concept target market is everyone and the products are made for all. Interestingly, Uniqlo is not an on trend fashion destination as are the likes of H&M and Zara.
Rather, they are a volume retailer providing clothing of exceptional
quality and reasonable pricing (in my possession I now have the
obligatory Uniqlo silk cashmere cardigan AU$25 and a heat-tec hot
pink rain jacket AU$35). They have invested in highly sought capital
city locations and have a team of designers and product innovators to
create and manufacture their product in-house.
From Tokyo we
headed to New York city - SoHo, Fifth Avenue and Madison Avenue
providing the perfect location for experiencing brand innovation and
unique fashion retailing.
For those seeking unique fashion and
accessories, experience Anthropologie, my personal favorite. Windows
of whimsy and intricate stock displays invite you on a journey to discover your next purchase. Every store is different,
though maintains the soul and sincerity that has established
Anthropologie for what it is today. The product is high quality and
unique, endearing itself to you and your wallet.
During the
time in New York we had a presentation from Mickey Drexler, CEO of
apparel retailer J-Crew. This was a brand I was unfamiliar with until
that day. From all of the presentations it was evident that luxury
brands and low-price retailers are thriving with those in middle
tiers struggling. The key is reinvention - maintaining that balance
of brand values and relevance.
In 2003, J-Crew began its reinvention
by investing in service and redefining the brand with a commitment to
quality and innovation. They have re-established their brand, provide
a consistent product offer and extended their offering to include
Crewcuts (2-14yrs) and now ship to in excess of 100 countries
globally, including Australia.
Aeropostale is another brand
who has reinvented themselves, with fashion targeted at the 14-17
year age group. The fashion is fast and affordable, with the
reinvention necessary to remain competitive with the likes of
Forever 21.
The offer is bright and school appropriate, yet on trend and in demand by the swarms of teens they attract. They understand the importance of remaining relevant, and that the only certainty in fashion is change.
Change is still consistent with brand values, and Aeropostale have a youth ambassador program to promote the brand to their friends and participate in community development programs. The fashion encompasses and reflects everything the brand values.
Next stop - London...