Ahead of the Fashion

With technology advancing at the speed of light, we are already living in the future – just have a look at the Mars exhibition. And not only are we living in the future, but wearing it too. So what can we expect in 2012 and moving forward, as technology continues to drive tomorrow’s fashion?

photo via The NY Times

Well, we already have smart phones, and now we have smart watches too! Sony recently released its SmartWatch that does everything from displaying caller IDs, text messages, and social media feeds to the weather and of course the time by syncing to its Xperia phone model as well as with most Android phones. Again, it's all about pure convenience but this convenience has its limits, as the gadget uses bluetooth capabilities to link to your phone in about a 30 feet radius. In a meeting and can't check your messages or are your hands too full to pull your phone out of your bag? Well, just glance over at your vibrating watch instead! Not to mention, it comes in a range of fun colored bands and it's touchscreen face is discreet and completely user friendly.

photo via Springwise

So since the day has come where we are almost completely dependent on our smart phones, designer Richard Nicoll and Vodafone have collaborated to ease our worries when that dreaded "low battery" message pops up on our screens by introducing a new phone-charging handbag. The bag can be charged normally from any outlet and can charge Blackberry, iPhone, and Android devices for at least two days via a cable hidden in one of the pockets. Not to mention, an LED light installed in the bag illuminates to display calls, messages, and battery life. This is probably the only extra charge you look forward to having!

video via Ecouterre

However when that's all charging (meaning your phone and your newly phone-charging bag that is), just put your hand up to your ear and talk on the telephone! Glove One, is a 3D printed gadget that "in order to use one must sacrifice their hand." Innovation has gone past traditionally fusing fashion and technology by looking at the potential capabilities of our physical bodies as their own external devices. All we have to say is talk to the hand!

photo via fashioningtech.com

Are you one of those people who lights up in front of a camera? Well, now you can be, literally. With Ricardo O'Nascimento's interactive dress, Paparazzi Lover, that flashes 62 embedded LED lights when it's being photographed, you're sure to be your own celebrity. Why steal the spotlight when you can be the spotlight!

photo via Springwise

We can't discuss fashion and technology and not mention at least one textile innovation especially with so many great things happening! Odegon, a UK based nano-materials company has designed an iron-on/sew in product called DeOdourTags that according to the company serves as "the only inert, non-allergenic, odourless, long lasting, base neutral, environmentally friendly solution to body odour." These nano-porous fabric tags are placed into the underarms of garments and remain effective for the entire life of the garment withstanding washes and wear.

photo via news.com.au

We all dance around by ourselves in the privacy of our own homes (and maybe in the car) but now with music triggered technology, maybe we'll be doing it in the fitting room as well. Cotton on Clothing has designed jeans that with "try on your sound" technology activates a sensor that plays style specific music as you test the fit and comfort of their sound wired denim collection. This approach to "smart clothing" is a pretty revolutionary approach to capture Gen Y consumers who typically express themselves through a combination of both fashion and music.

video via Mashable

In reference to our blog a few weeks ago, Now or Never, how is the demand to live in real time affecting both fashion and technology? One company that is reacting is the major retailer C&A as they introduce clothing hangers that display feedback for each style hanging on the rack based on the number of "likes" the look has on Facebook. Now, not only can you get the advice of present sales personnel, friends and family via picture messages, but a general Facebook consensus as to which styles are the most popular. While we really "like" this idea of social shopping by combining real time with Facebook, the one concern we have is how is C&A maintaining that the correct look is on the right hanger? 

video via The NY Times

Speaking of real time and social networking platforms, Google is looking at the future through new lenses with their Project Glass, an innovative approach that incorporates computing into eyewear. These so called "reality glasses" can do everything from sending and receiving messages to streaming information like maps and directionals to taking pictures with its built in camera and video features, all through voice commands nonetheless. While the glasses are just in the prototype stages, this concept exposes us to a completely new way of incorporating technology into our daily lives. Maybe one day in the future, the separation between reality and the digital world will simply be no more.

As fashion and technology continually fuse together with more and more cutting edge "smart" products under experimentation on the regular, the line between the two grows fainter. Who knows what our perception of reality will be a few months from now let alone a few years. Technology is constantly evolving to help us better interpret and understand the world around us and that includes trying to make things simpler and more convenient. We keep throwing all these innovative ideas out into the world, but now we are actually savvy enough to make these experimental breakthroughs a reality. As we continue to invent and push the limits on what our capabilities are, where will we take technology, and more importantly where will it take us?

The Lure of the East

As Proctor & Gamble Co. relocates its beauty headquarters and retailers like J. Crew and Forever 21, among may others continue to expand overseas to Asia, we have only begun to understand the potential of the Eastern world. With China a major established power player in the global market, it’s not surprising that more and more companies are moving into Asian markets and tailoring their marketing initiatives and products in the process. However, China’s presence isn’t just taking over the offline world, but influencing online platforms as well and will soon become the largest online retail market in the virtual universe. With more than 500 million online users and a population of 1.3 billion people, China is one of the fastest growing countries impacting everything from e-commerce to luxury goods.

photo via Reuters

One company who firmly believes in China's e-commerce capabilities is nonetheless the world's largest online retailer, Amazon. With a long-term mentality, the retailer is ready to take an initial hit by tapping into the Chinese market for hopes of striking it big as one of the top three e-commerce retailers. Not only does Amazon have major competition in China, but the challenge of government censorship, outdated broswers, and website loading delays. However, despite intimidations to sell via the internet as well as a major threat of high-end knock-off merchandise, many companies are benefiting from selling on their e-commerce sites like meici.com and Glamour Sales, which Neiman Marcus Group recently invested a partial stake in to help establish itself as an international brand. Since the e-luxury market is still very much in the introductory stages, it will be interesting see how the platform develops and is utilized by both Eastern and Western companies.

photo via Bagsnob.com

Bagsnob.com, a blog featuring everything handbags, is launching a Chinese edition that will not only be published in both simplified and traditional characters, but will offer daily posts tailored to the Chinese market in addition to the translated American versions. Shopbop.com, who in November translated its entire site and email initiatives into Mandarin, is now taking things one step further by offering fashion and shopping support to its Chinese-speaking customers via email, phone, and live chats. And then there's Bomoda, a new website which follows a "first-comes-content-then-comes-commerce" approach to inform its users about what is going on in the fashion capitals of New York, Paris, Milan, and Tokyo and will eventually offer an e-commerce component but beyond the typically established luxury labels. The key to all of these websites you ask? Well, they offer cool and hip Western luxury brands into the Eastern world like Proenza Schouler, Thakoon, Alexander McQueen, etc through innovative online platforms.

video via CNBC

Speaking of luxury, there has been a major boom in high-end designer products over the past few years, especially in Asia. From cars to handbags to shoes, the Asian market is spending money, more than 20% of global luxury consumption to be precise. According to CNBC, the average Chinese millionaire is 39 years old and about one-third of them are women! Not to mention, due to high import tariffs, Chinese tourists spend more than any other tourist while visiting New York, making their average spending equate to about $3,297 per person, per visit! As increased access and changing attitudes of consumers shifts to an appreciation for longevity and well made goods versus price, the luxury market will continue to grow and more companies will continue to tap into China to meet the growing demand.

photo via My Retail Media

However, with this increased buying power, there's an entire other side to the business as Chinese firms are nonetheless, but buying out Western brands and it seems they are looking to good ol' England to do so. YGM Trading, a Hong Kong based company which already owns Guy Laroche, has recently acquired the remaining part of the British label, Aquascutum. Meanwhile, Gieves & Hawkes, the Savile Row tailor, is being purchased by Trinity Limited, part of Li & Fung Group, which just partnered with Vena Cava.

  slideshow via Digital Luxury GroupAs China's online shopping behavior continues to develop and exceed expectations (with 700 million Internet users expected by 2015), increased accessibility to Western luxury merchandise expands, and more companies update their websites to include Chinese translations and target specific products, we will see a greater shift in Western companies catering to this demanding market in order to survive and evolve in the modern world. Who will be the latest to tap into the Chinese market and more importantly, which Western companies will be picked up by Asian firms next? We'll be waiting to see...

Now or Never

One of the most challenging things we encounter is actually living in the present and enjoying the moments that really matter, right now. We are constantly asking ourselves “what’s next” and as a result, we miss out on these special moments. We’ve discussed many times before how life has become increasingly overwhelming as we are constantly bombarded by distractions and noise via both on and offline platforms. We need to slow down, appreciate what's going on around us, and learn to live in real time because there really is no better time than now.

Life is about moments – moments that bring us happiness, success, insight, etc. How are you taking advantage of these moments? According to one of our favorite blogs, Life Without Pants, “Life is about progress. It’s about looking at today – the now – and embracing that this moment is THE moment.” As we live, learn, and experience we grow, and with this growth, we are one step closer to finding inner peace and our own version of so-called happiness. What is meaningful to you? Go after it today before these moments are no longer there.

video via msnNOW

No one understands this better than the Millenial Generation. We’ve discussed who they are before in our blog, Generation Why Not?, and their “anything is possible,” NOW mentality is catching on. Looking at the digital realm and such sites as msnNOW and NowFashion online platforms are beginning to understand how to make it easier to keep up with what is going on in the present, by filtering and offering information on what people are collectively interested in, whether it be via social media outlets, posting fashion photos in real time, or following the latest runway shows. Basically it saves us a step (or two or three) by condensing all this information and identifying what people are really talking about at this very moment.

photo via Design Magazine

Yesterday, we had the opportunity to attend the conference, "Trends in Digital Media: E-tail and Retail," which discussed how the lines between online and offline are blurring so quickly and how consumers are looking for an equally satisfactory experience between all channels whether it be through social media, mobile shopping, e-commerce, or in-store. So how are companies applying these present-minded values to their business models? Overall, the entire industry from small to large corporations to brick and mortar stores to online based retailers are all in a frenzy. However, with decreased overhead costs and a mass collection of data, online companies have a much greater advantage, ultimately challenging brick and mortar retailers to catch up.

photo via Poshmark

As many twenty somethings remain financially burdened primarily by education debt, key retailers like Aeropostale, Urban Outfitters, and Gap are feeling the hit with them. While Gen Y doesn't have a lot of excess spending income, they do value the experience of shopping and have been raised in an environment of sharing via clothing swaps, bidding on Ebay, and trading on Craigslist. They value fashion, but within their means to do so. Poshmark, an app for the iPhone was released in December that hosts real time fashion shopping events, which is not only a fun way to get new stuff but combines fashion and social curation into a personalized experience.

photo via Uniqlo

Not to mention, consumers are just more visual and aware because of the universal access the web offers by always giving the tech savvy consumer the choice of channel, both on and offline. They need to be able to see things – how clothes are worn, displayed, and marketed – becomes increasingly important for retailers to differentiate themselves. Uniqlo is a great example with their simple and straightforward advertisements that display their merchandise bold and clear for customers to identify. 

video via youtube

In general, a major interest in street style blogging is changing the way we look at fashion. Jimmy Choo has caught on by teaming up with photographer, Eddie Newton to introduce a new site, Choo 24:7, where everyone from amateurs to professionals can upload their street wear shots and shop similar looks via the site as well. In our blog, Changing The Channel, we introduced Gap's significant effort to save themselves by reaching out to Millenials by incorporating social media and featuring bloggers into their Spring campaign. Furthermore, the retailer has plans to integrate the Styld.by site into a mobile format, which will eventually allow in-store shoppers to scan a garment and see how it was styled by someone featured on the platform. In theory, Gap has created a personalized online lookbook and style guide that inspires shoppers to purchase their merchandise by combining in-store browsing with online platforms in real time at the point of purchase.  

As a reaction to this growing desire to live in the present and know what is going on, companies are nonetheless looking to combine the on and offline worlds to produce unique and authentic experiences.For instance, a new mobile Apple Store app was just released that allows customers to research, customize, and buy products as well as track purchases, make reservations, and request help to satisfy all their tech needs while on the go. 

This is the future. It will be a continued challenge to live in the now and decide when to disconnect and live in the moment. As experiences become the driving force in how we shop and interact, we want to change the old way of doing things and we are. As our focus shifts to what is going on now, we will have better insight into the future. Life is short. Enjoy today, find your happy place, and you will create a better tomorrow.

May MBF Picks

We’ve discussed before how we are constantly exposed to an overwhelming amount of “noise” via both on and offline platforms. However, despite this overload of information, what would our world be like without it? Well, completely silent. So for our May MBF Picks, we'd like to spread some positive noise and highlight our favorite mixed medium, music.

From the gym to the workplace to our daily commutes to simply relaxing at home, music is a critical aspect in our everyday lives. Due to it’s universal access via the internet, it's everywhere we go and in everything we do. As the lines between different industries continue to disappear, the ability to create more meaningful experiences through innovative concepts and technological savviness creates distinct lifestyles out of mediums that were once merely outlets of expression. For instance, the onset of YouTube, reality television competitions, and hip musical series like Glee, have created new approaches to making, playing, and enjoying music.

video via The New York Times

For some, like Chef Jess Schenker of the hot West Village spot, Recette, if there is one rule of his kitchen, it’s don’t interrupt an impromptu air guitar. Music is the “secret ingredient” to not only the way he cooks, but also the way he lives. Sometimes it’s actually about turning up the “noise” in order to concentrate and create. For Baohaus’ Eddie Huang, his dedication to authentic hip hop is exhibited not only in his house party ambient restaurant but in his hiring process as well. With this said, it’s easy to see how industry distinctions are fading as professionals take one creation from a particular medium and use it to experiment and inspire another.

photo via WWD

As Burberry launches its new unisex eyewear collection for Spring, the fashion label is definitely feeling a melody as it promotes a campaign featuring four up-and-coming British musicians. Artists Marika Hackman, One Night Only, Life in Film, and The Daydream club were specifically selected by Christopher Bailey himself to record exclusive tracks for the British fashion house as well as offer live performances at Burberry events around the world. What a stylish way to bring music from the ears to the eyes and in a variety of new, lightweight shapes and colors too!

photo via Fashion Indie

We can't talk about music without at least mentioning two of the world's leading female artists, Lady Gaga and Madonna. So who and what will they be wearing for their upcoming tours? Lady Gaga will be dressed in Giorgio Armani and because more may just be more when it comes to this pop star, her costumes will be adorned in studs, spikes, latex, and Swarovski crystals. More details of her wardrobe include gloves with mirrored nails as well as a bodice made of plexiglas guitars. Meanwhile, both Jean Paul Gaultier and Givenchy by Riccardo Tisci will create costumes for Madonna who is looking to expand her Truth or Dare beauty line to include nail polish and body spray.

photo via Elle

Speaking of women in music, the most recent issue of Elle featured ten of the most iconic female artists who are currently influencing the scene. From Kelly Clarkson to Lana Del Rey to Shirley Manson, Patti Smith, and of course Whitney Houston, among others, these ladies are not only talented musicians, but celebrated style icons and empowering role models. Looking at these women and their accomplishments, each and every one of them has made a mark for themselves in their own way through their own platform whether it be through American Idol, Youtube, as a 90's grunge vocalist, "Godmother of Punk," or gospel mega-voice. Speaking of mega-voice, Glee did an all-Whitney episode last week paying tribute to her unforgettable vocals and incredible presence as the superstar's death paralleled with the cast dealing with graduation and the angst of growing up. The episode featured such hits as Whitney's "So Emotional," "I Wanna Dance with Somebody (Who Loves Me)," and "How Will I Know," among others.

photo via fashionista.com

The music industry has reached a whole new level of innovation as the world's first shoppable music video is available here. The Montreal e-commerce site, Ssense, has partnered with Australian rapper, Iggy Azalea, where music/shopping enthusiasts alike can right click directly onto the video to shop the looks featured. Music videos that once saturated channels such as MTV and VH1, have now moved past Youtube to an entire other interactive platform that truly blends both the music and fashion industries. What will be next?

video via youtube

So who is listening to new music and picking up on these trends first? According to the Times, Atlanta seems to be the leader in both hip-hop and overall music trends while on the European front, Oslo is the frontrunner. We bet these weren't your first guesses! Now looking at the indie scene, both Montreal and Paris are keeping things alternative which is a bit more predictable. With a major surge in music festivals around the country (Coachella, Lollapalooza, SXSW, Bonnaroo, Electric Zoo, etc) as well as the incorporation of technology into live performance like the Tupac hologram at Coachella, we are sure this will change over the next few years.

video via The Great Apes

Right here in NYC we have our very own, Battle of the Boroughs, where emerging bands from Brooklyn, Queens, The Bronx, Staten Island, and Manhattan compete. The ultimate battle is June 29th and we will be there cheering on Queens' finalists, The Great Apes so come join us! May the best Borough win!

Changing The Channel

Since our last blog on the mid-market, The Changing Landscape, there has been plenty of newness, but this time reflecting influences of an e-commerce boom, omni-channel retailing, and the idea of a “moving target” or mobile shopper. With so many companies shifting into omni-channel retailing, today, we’d like to discuss what they are doing to stand out in a crowded marketplace.

Timing is everything, especially for the likes of Gap Inc, American Eagle Outfitters, and Macy’s. Not only are they placing smaller orders in factories but postponing color and fabric decisions to the very last minute as well as reducing the overall time products spend in warehouses. So what’s causing this change of pace? Well, as demands from millennial shoppers strengthen, it’s all about selection, speed, and uniqueness. This has forced many retailers to trim their concept-to-store times from twelve months to about nine to six. Not to mention the rise in such brands as H&M, Zara, and Forever 21 has challenged the ability of traditional retailers to keep up in the world of fast fashion. So what are these fashion labels doing to not only satisfy the demands of Generation Y-ers but keep up with the competition?

photo via ADWEEK

We spoke about Generation Y, a few months ago, examining who they are and what they really believe in. As online shopping becomes more mainstream, from these Millenials to the Baby Boomers, more and more companies are upping their e-commerce presence. Research shows that many consumers use the internet as a way to check product availability, explore brands, and read reviews before actually stepping foot into the store itself. Not to mention, with today's technology, consumers can virtually try on clothing without ever entering into a dressing room. This growing comfort in shopping online and rise in price savvy consumers also puts more pressure on retailers to deliver a knowledgeable staff, a generous in-stock selection, and a pleasant in-store experience.

video via Wall Street Journal

A major battle retailers are having with the universal access that the internet offers as well as increased comfort by consumers using it is the growing presence of "showrooming." Shoppers are getting smarter and extremely price conscious. With showrooming, shoppers scope out products in stores (with no obligation to buy) and then go online and compare prices to buy merchandise for less at sites like Amazon, which ultimately damages brick and mortar operations. The electronic industry is feeling the largest hit from this issue and is fighting back. For example, Walmart now ships to its stores so customers can avoid shipping fees and Best Buy price matches competitors web prices. However, how to actually combat this issue is going to be difficult as online only companies continue to grow and expand product assortments.

photo via MBF Trend Consulting

While social media may only have a small influence on actual purchases, Pinterest has definitely been challenging retailers on how to capitalize on the ever-so-popular digital pin boards. Pinterest is the largest growing social platform ever and it is taking over the way we shop by "socially sharing" products. We discussed Pinterest previously and the question of how retailers were actually going to make money using the site. And, by the looks of it, a few companies have started to figure out how to get visual and use the platform for not only promotional purposes, but for potential profits. Sephora recently updated its website by incorporating the "Pin It" button on all of its 14,000 products and the site actually crashed. Both Ebay and Amazon have also added these "Pin It" buttons to their product pages. We'll be watching to see how visual profits get as more and more companies start to "pin" their individual product assortments.

photo via pocketlint.com

Spotify, a music streaming site and another platform extremely popular with Millenials, is teaming up with Coca-Cola in hopes to go well, everywhere. The music sharing platform is not only looking to attract more paying subscribers, but reach a global presence. Together the two brands hope to create new experiences for users by collaborating on music related projects and promotions and combining there branding.

photo via styld.by

Gap's got style as its partners with bloggers from FabSugar, Refinery29, and Lookbook.nu to create the site styld.by. Bloggers take Gap's spring 2012 merchandise and create looks to inspire shoppers, allow them to share with friends or purchase online. This strategy not only creates a "cool" factor, but puts Gap out there in the digital arena as more than just a contemporary retailer.

photo via NY Times

So how else are retailers standing out in the endless virtual world of products? Well, by combining forces because companies are stronger in numbers (literally)! Nordstrom's and Bonobos, Walgreens and Drugstore.com and Walmart and Kosmix are just a few examples. Let's be honest, brick and mortar stores are losing their ground so instead, retailers are going after the digital marketplace. Looking at Nordstrom as an example again, last February they also acquired HauteLook, started introducing apps, and offering same-day shipping to compete with other retailers and set themselves apart. 

photo via H&M

Looking at H&M, who recently released their third annual sustainable collection as well as published their Conscious Actions Sustainability Report this month, transparency has become a major focal point for the company. This time around, despite the super low price points, H&M seems much more conscious of how they are marketing the collection by merchandising conventional pieces with eco-friendly ones. A summary of the report highlights how H&M has established themselves as the biggest user of organic cotton in the world. As H&M reaches new improvements and accomplishments in the sustainability sector, we predict they will eventually establish themselves as the first known sustainable leader in the apparel mid-market.

photo via WWD

For our March MBF Picks, we discussed how Macy's import promotion, "Brasil: A Magical Journey," captured the hot topic of Brazil and stood out in the marketplace by focusing on an international concept. With J.C. Penney's new vendor and merchandising strategies causing a stir, Macy's has as a result begun a $400 million renovation of its Herald Square flagship, the largest in history. The 154-year old department store will incorporate fast changing technology while still preserving its historic essence through interactive store directories, mobile apps, digital product information, enhanced signage, and live video feeds to capture the buying power of the younger market. More details of the renovation include the creation of the world's largest women's shoe department, bringing in more luxury brands, and expanding their e-commerce potential. Macy's is particularly interested in this younger market and is not only looking to build better relationships in the store, but think locally in terms of products as well by offering experienced staff, locally targeted marketing messages, and more exclusive items.

photo via WWD

While Macy's bold transformation of more is more is underway, J.C. Penney looks to simplify as the major changes announced in the press are already in effect. From merchandise to fixtures, J.C. Penney is looking hip and refreshed. The retailer has already made efforts to revamp their product assortment by accepting applications from vendors seeking to sell product starting next spring. The entire store is going to be reformatted to give it a boutique-like feel and creating "the street" and "the square" to direct shoppers to brand presentations and demos. Not only are they moving towards the idea of "everyday low prices," but completely restructuring their pricing and tag system. In addition to this, the retailer features a color of the month with special sales on items with that tag color (April's color is teal incase you were wondering)! For us, this color system sounds familiar and reminds us a bit of how Apple introduced the nano-chromatic iPods years ago as well as their other color themed products and campaigns. With Ron Johnson at the head, how will J.C. Penney incorporate Apple's strategies next?

As the mid-market continues to experiment with innovative concepts and use technology as leverage to reach Millennial shoppers, attitudes and expectations will challenge retailers to change the channel. In general, brick and mortar operations will probably never completely fade out. However, the presence of the digital world is making a huge impact on the way we are shopping as more and more companies transition to omni-channel retailing. The idea of the department store is changing overall, especially as both J.C. Penney and Target introduce new boutique-inspired concepts and Macy's explores with technology. Whether it's taking full advantage of the internet and technology, repositioning oneself in the market, renovating, re-merchandising, or even moving towards a more sustainable product assortment, it will be interesting to see what will become of the mid-market in general as the entire industry is under major peer pressure to change. 

Made For Us

As both economic and unemployment uncertainties remain apparent and our predictions are confirmed, a shift away from globalization has begun to arise as a result. In the postwar years of the 1950’s, we supported our country and bought products made here in the U.S. like cars from GM and household appliances from GE, for instance. We were given a fresh start to rebuild our economy honoring our morals, values and general patriotism. As 1950’s influences begin to resurface today, maybe this is exactly where we are headed.

photo via ABC News

A “Made In America” mindset not only brings manufacturing back to the U.S., but also creates jobs in the process. A growing appreciation, support and general patriotism takes precedence over buying elsewhere. It’s not only a phenomenon we see here in the U.S., but in northern Europe as well. Everything goes back to the ideas of tradition, quality, authenticity and handcrafted skills.

People are happy and proud to work for this country and for companies that support work in the US as well as the evolution of skill sets, which we have lost after shifting to offshore manufacturing. In our blog, This Week’s Forecast: Seasonless, we keep emphasizing how we need to change things, specifically the supply chain and start nearshoring. However, before that can happen, we need to have the skills and the knowledge here in the U.S. to enforce and ensure this shift and change.

photo via ecouterre.com

According to PBS, in the 60's, 95 percent of clothing sold in America was made here, which today dwindles to just about 5 percent. Which companies do you know that make products here? We bet you weren't aware that the likes of fashion labels such as Nanette Lepore, The Row, Rag & Bone, Oscar de la Renta, Nicole Miller, Lela Rose, J Brand and Jason Wu all do. Not to mention, the Obama administration has specifically used the fashion industry to promote a Made in America campaign to bring manufacturing jobs back to the U.S. and double exports by 2014. U.S. apparel and textile exports have grown 13.7 percent in 2011 and Deputy U.S. Trade Representative, Demetrios Marantis predicts that "export opportunities are just boundless."

photo via New York Times

Over the past two years, factories nationwide have created over 400,000 manufacturing jobs with companies like Otis, GE and Master Lock paving the path to job recovery. In addition, due to increasing prices of raw materials and logistics, over 50 percent of U.S. based importers have moved portions of their manufacturing out of China into Vietnam, Pakistan, Bangladesh or even back here to the U.S. This growth in U.S. manufactured products is affecting every industry from apparel and textiles to cars, appliances, electronics, and the list goes on.

video via vimeo

With this in mind, a potential reality TV series called Made Right Here is in the works highlighting brands that are still made right here in the U.S. From baseball gloves to belts and buckles, the show seeks to tell the stories of true American culture by introducing craftspeople and masters of the trade to the world. American manufacturing is still very much alive and the series is dedicated to promoting buying locally made merchandise, supporting U.S. skilled artisans and most importantly giving a voice to the future of traditional American industries.

photo via Williamsburg Garment Company

Locally here in New York City is the Williamsburg Garment Company which sells garments to the trade at a fraction of industry standard mark-up, with hopes that the retailer will pass on the savings to the consumer. Using a cash and carry business model, the company avoids costly expenses like unpaid invoices and returns that usually drive up prices at the wholesale level. This small one-man operation is like nothing we've seen before with its unique, transparent and high quality affordable merchandise.

photo via Plastics Today

Looking towards the South, the Houston-based professional hairdressing company, Farouk Systems does 80 percent of its production in the U.S. with costs only slightly higher than China because of improved efficiency. Mr. Shami, the chairman and main owner of the company believes, "If you can say your products come from a U.S. factory, that conveys a good image and I believe this has helped us expand." Looking beyond cost effectiveness there is a much deeper worth, pride in the products one makes. As more companies begin to value their image and this country, a trend towards re-shoring addresses the direct creation of U.S. jobs and nationwide dignity.

With rising costs in China, increasing productivity of U.S. workers, supply chain risks and weather unpredictability, the U.S. is becoming progressively valuable in the world of manufacturing. From small start ups to large corporations, more and more companies are cutting ties with China and re-shoring manufacturing back to the U.S., as a promise for better job security, changing consumer attitudes and nationwide pride ensues. Looking at an array of companies already based in the U.S., the skills and knowledge are here and making a major comeback. As we continually realize the value of these skill sets, we will become more equipped to take on the shifting supply chain and protect American culture and industry.

From all of us here at MBF, have a happy and healthy Earth Day!

The New Normal

Since April is Earth Month, we wanted to kick it off by sharing with you a chat we had with Anne Gillespie, a specialist in sustainable textiles. Together, we discussed a subject matter close to our hearts: how can we bring sustainability to the mid market where it can really make an impact? We are very much  in sync with Anne and believe that change will be driven by larger companies. Once one large company creates a sustainable, transparent and profitable format, the rest will follow in suit. It’s all about stimulating peer pressure just like how fast fashion companies Zara and H&M provoked snappier delivery cycles.

photo via Anne Gillespie

With a background working for both MEC and Textile Exchange as well as a co-founder of the Continuum Tradeshow we discussed in our previous post, Trading Spaces, Anne has extensive expertise regarding the supply chain from developing organic fibers to consulting. We had the opportunity to ask Anne her thoughts on a few matters pertaining to what is actually happening in the industry:

MBF: How are larger companies responding to the subject of sustainability?

Anne Gillespie: Big companies are genuinely committed to making things happen. Business has the opportunity to drive change. We are starting to build a strong business sense about sustainability because resources are going to be gone and we need to start looking for new energy sources. Change will be driven by large companies because once it is amplified it will move very quickly. While larger companies may move slower (large ships are harder to turn), there will be lots of depth.

MBF: What do you think are the biggest drivers?

AG: The drivers are coming within the industry itself for example scarcity of resources, oil and cost control. Being called out prevents companies from marketing themselves as sustainable. You have to be transparent.

In our opinion, the apparel industry is in need of new norms to drive an appetite for sustainability and buying sustainable goods. More and more consumers are starting to look at slow and mindful consumption, especially the next generations, Y and Z who are already challenging traditional retail models. Here are some examples of companies that have been implementing these new norms: Patagonia, Icebreaker, Anvil, Nike, C&A, Marks & Spencer, Trigema, A.P.C., Walmart, H&M and Eileen Fischer. While some may be doing more or less than others, we feel it is important that something is being done as these leaders in the industry re-establish today's standards.

Therefore, we would like to highlight five of the latest new business ideas and concepts embracing this change within the fashion industry. What really is being done and by who?

photo via youtube.com

1. H&M Glamour Collection Launching on April 12th
We've reported on both the "Garden Collection" from 2010 as well as the "Conscious Collection" from 2011 as H&M has consistently made an effort to produce sustainable collections annually during the month of April. This year's debut which releases today, the "Exclusive Glamour Collection," is inspired by celebrity red carpet fashion and is comprised of a range of dresses made from organic cotton, hemp and recycled polyester. Not only is it inspired by celebrity fashion but celebrity fashion is inspired by it as Michelle Williams, Amanda Seyfried, Kristin Davis and Viola Davis have all been spotted wearing the eco-conscious collection.

photo via ecouterre.com

2. C.L.A.S.S. and Green Carpet Challenge
Livia Firth, the creative director of eco-age.com is teaming up with Giusy Bettoni of the tradeshow C.L.A.S.S. to establish the first green carpet challenge library. Firth's Green Carpet Challenge featured high end designers dressing such A-listers as Meryl Streep in Lanvin, Viola Davis in Valentino, Michael Fassbender in Giorgio Armani and Kenneth Branagh in Ermenegildo Zegna all in sustainable fabrics. Overall, we have seen a growing interest in celebrities representing green fashion on the red carpet and we are excited to see who wears what next!

photo via inhabitat.com

3. NYU's Sloth Campus Thrift Store
NYU's on campus thrift store, Sloth, looks to challenge traditional retail models with the idea of mindful consumption by slowing down fashion and going beyond buying and selling resale clothing. Run by senior students, the shop embodies the idea of ethnical fashion and socially conscious spending habits that support fair wages, safe working conditions, environmental sustainability and economic transparency. It's about appreciating garments, textiles and excellent design that tell stories and hold memories from generations before, not to mention encourages conscientious spending on ethical, green and recycled products. Sloth not only seeks to enhance an already campus wide community experience but has the opportunity to interact globally with its exchange program and high quality, reasonably priced items. This global aspect distinguishes Sloth from any other thrift or pricey designer resale shop.

photo via ecouterre.com

4. Loomstate's Reversible, Rotatable "321" Garments
Think of clothing as a rubik's cube and you have Loomstate's new multi-functioning collection. With panels of color blocked fabric, an array of personalized color combinations can be reversed, rotated, you name it! According to Rogan Gregory the labels co-founder, this idea of multi-functional clothing is yet another approach to sustainable design. He also states, "We want to reinvent the way women think about their clothes." While the clothes are already made in the U.S.A. from 100% Tencel, this new design concept is the perfect approach to incorporating freedom, creativity and uniqueness into the way we dress.

video via joinless.org

5. JoinLess
The 60's had the peace sign and we have the less-than symbol (<). That's right, JoinLess is a new symbolic movement and the world's first open source brand that reminds us less really is more. Free of any unauthorized trademarking, this anti-brand is owned by no one and free to use by all. This branding technique or technically lack there of, promotes the benefits of living a sustainable lifestyle by slowing down, collaborating, connecting and doing more for others. While corporations have mastered the art of mass production, the (<) mark is anything but a business and instead believes in "grass production". Our society is so obsessed with the thrill of having and buying "stuff" but all that really is is a temporary fix of happiness. Owning, buying and spending has become such a culture obsessed addiction. We need to start focusing on bettering our future and experimenting with new forms of exchange and doing business. When it comes down to it money is just a symbol but it's the idea behind that money that makes it powerful. With a core belief system and a concrete message, as long as the (<) brand sticks to its roots, we suspect it will one day have the power as well to really make a significant impact.

From the red carpet to college campuses, high-end designers and the mid-market, the desire to create and maintain a responsible and sustainable lifestyle is here and its growing. As this awareness and accountability begins to filter through the industry, more and more companies will begin to feel pressured to revise their current strategies and business models. In the end, compulsive buying and spending habits will only get us so far because it's all just useless stuff isn't it? As we shift towards this new norm, we will soon see the power of (<) and how much of a difference it can make.

April MBF Picks

Spring is officially here and summer is on its way (hopefully!)! We are swamped here at MBF, as we’re sure most of you are as well!  Last week we talked about the weather and how it is affecting the industry from the runway to the retail level. This week for our April MBF Picks, we’d like to post some street style photos we’ve snapped from around the city revealing what people are actually wearing. From long and flowy to short and sweet, skirt lengths pair with short jackets in denim, leather or cargo! It’s all about keeping things layered as the sporadic weather reminds us we have to be ready for anything! 

photo via MBF Trend Consulting

                                                                                    

photo via MBF Trend Consulting

photo via MBF Trend Consulting

photo via MBF Trend Consulting

photo via MBF Trend Consulting

photo via MBF Trend Consulting

From all of us here at MBF Trend Consulting, have a Happy Easter and Passover!