BRIA AND SABINNA TRANSFORMING FASHION COLLECTIONS INTO BIODEGRADABLE MATERIALS

BRIA AND SABINNA TRANSFORMING FASHION COLLECTIONS INTO BIODEGRADABLE MATERIALS

As we outlined in our trends to watch in 2018, sustainability continues to be on the top of the agenda for fashion companies. Now, one of the WEAR funded projects on creating a more ethical industry has come into fruition by none other than our favourite fashion-tech innovation agency ​BRIA and forward-looking fashion brand ​SABINNA. The teams at ​BRIA and SABINNA have collaborated to transform a fashion capsule collection of wardrobe “staples” into new 100% biodegradable materials for use in garment packaging and shop interiors. By developing innovative processes for transforming garments into new biodegradable materials, they have successfully demonstrated that without compromising on design, it is possible for brands to create commercial fashion that is circular and that never needs to go into landfill, with the potential to avoid millions of tonnes of garment landfill waste every year. “We started discussions to team up with Sabinna in August 2017, as we have known her for a while now and we share a common passion for sustainability and for changing the status-quo in the fashion industry in terms of current practices,” tells us BRIA Co-Director Moin Roberts-Islam. The teams set out to develop processes for transforming end-of-life garments made from cellulose-based materials into new 100% recyclable and biodegradable materials. The new materials which were created are similar to paper, card, plastics and even wood, and can be used for garment packaging, tags, building shop interiors and many other applications. In order to demonstrate their new developments to the fashion community, the teams at BRIA and SABINNA worked together to co-design and produce a capsule collection of garments made from...
HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

Think of the last time you walked into a retail store; can you recall your emotions and feelings? Chances are that one of them would have been hope – but how long did that feeling last? Because in general, we have high expectations and a low stress threshold when we’re on a purchasing mission. Our consumer needs must be met as seamlessly as possible, whilst at the same time we seek to enjoy the purchasing experience. Consider for a moment the regular grocery shop; it’s what retailers refer to as a ‘distress’ or ‘convenience’ shop – for the most part, made as easy and convenient for us as possible. However, whilst the navigation of the store might go relatively smoothly, the end of that particular journey is almost guaranteed to frustrate – arrival at the checkouts; we spend time evaluating the queues, skilfully selecting the one which is obviously quickest and almost invariably pick the wrong one. Typical. Result? We leave the store feeling frustrated and a little irritable. Head vs Heart Most consumers today are in search of an immersive experience. Along with buying products and services, we expect to buy enjoyable, memorable and wonderful experiences that stir our emotions by immersing our senses – allowing us to transform a tedious, ordinary in-store experience into a pleasurable, emotional journey. When it comes to purchasing; from food to clothes to technology, our emotions and senses are continuously stimulated. But what drives our purchase decision when we encounter sensory overload? We employ our logic, right? Wrong. According to professor Antonio Damasio’s latest findings in neuroscience, decision-making isn’t logical, it’s emotional....
ASICS ENTERS THE FITNESS-AS-A-SERVICE SPACE WITH THE LAUNCH OF ASICS STUDIO

ASICS ENTERS THE FITNESS-AS-A-SERVICE SPACE WITH THE LAUNCH OF ASICS STUDIO

Health and fitness apps usage has grown by more than 330% over the last three years, according to a 2017 research by Flurry Analytics, which found that 96% of people stay loyal to their apps and more than 75% of active users open their digital helper at least two times a week. The study also reports that highest growth in the category is coming from studio and fitness content apps. Which explains not only the rise in the number of health and wellness startups, but also the investment in training apps from sportswear giants such as Nike, Adidas and Under Armour. Asics is the latest player entering the space. The brand has launched a new subscription-based fitness app, featuring a variety of workouts (outdoor running, indoor cycling, elliptical, strength training and treadmill fusion) created by professional personal trainers. Asics Studio, which is focused on audio-led coaching and motivation, offers three types of subscription packages: monthly ($9.99), quarterly ($23.99) and yearly ($95.99) and include unlimited workouts.   Asics Studio will become the latest addition to OneAsics – the company’s membership program for the entire Asics family (ASICS, ASICS Tiger, Onitsuka Tiger and Haglofs), where users can access special gear, services, events and expertise such as free shipping, access to Runkeeper Go subscriptions and free 90-day shoe returns even after you run in them. “Asics has been the leading brand in the running category. Part of the acquisition of Runkeeper in 2016 was to cement that position further. It is now leveraging that strength and expertise to expand into a wider fitness arena beyond running. It is also part of Asics’ effort for expanding...
THE CHANGING INFLUENCER LANDSCAPE AND THE CUSTOMER AS A CO-CREATOR

THE CHANGING INFLUENCER LANDSCAPE AND THE CUSTOMER AS A CO-CREATOR

Gone are the days when managing social media was on the duty list of the intern. As the social space becomes ever more complex with the rise of new platforms and algorithmic timelines, brands need to work hard to keep up not only with the developments in these channels but also getting to know the personalities that rule them. From celebrities to micro-influencers It’s not news that companies should set aside budgets for influencer marketing, however, what that budget is has changed dramatically. If a few years ago turning to bloggers was a more cost-effective way to reach consumers rather than, let’s say, a TV ad, we’ve almost reached the point where companies have to choose one or the other. To put it in context, the most followed YouTube starts (with 7m subscribers and more) can command $300k for a video partnership, while an agency-produced 30-second TV ad could cost $350k. Let that sink in. This doesn’t mean that influencer marketing is going away but in 2017, the social space gave rise to another group of socially-savvy users who are more authentic, more accessible and, in a lot of cases, more influential: the micro-influencers. Unlike celeb-status bloggers and vloggers (think Chiara Ferragni or Zoella), micro-influencers are rising social stars who, while not having millions of followers (yet), create greater engagement. Most of the time, they also operate in a specific niche (eco travel, tattoo artistry or a very particular type of illustration) which leads to that increased follower engagement and makes them a trusted source of information. Social agency HelloSociety found that micro-influencers (those with 30k followers or less)...
CHRISTOPHER RAEBURN’S SENDS A STRONG SUTAINABLE MESSAGE WITH HIS LATEST COLLECTION

CHRISTOPHER RAEBURN’S SENDS A STRONG SUTAINABLE MESSAGE WITH HIS LATEST COLLECTION

Repeat after us: Remade, Reused, Recycled. These are the core values of Christopher Raeburn’s eponymous brand. Since its beginnings in 2001, the incredibly collaborative fashion studio has been pushing forward its vision of sustainable and intelligent design by the reworking of surplus fabrics and garments to create distinctive and functional pieces. In 2018, the importance of this vision for purposeful design processes and products is even greater. Even though sustainability starts being on top of the agenda for some, the reality is that we still live in world of over-consumption and fast fashion, where nor many brands, neither a lot of customers care about the impact of their purchases. And then, there’s Raeburn, whose studio goes as fas as hosting Repair Open Days, where customers can bring their garment and have it fixed for free. “Don’t chuck it or buy a new one, let us repair it,” urges the website page for the event. So, we can move the needle. And Raeburn is one of the handful of designers who are true eco warriors in the industry. His innovative approach to crafting wearable and versatile garments shone once again at London Fashion Week’s Men. For his latest AW18 collection, aptly named Immerse, the design studio draws inspiration from the beauty and fragility of our oceans, standing as our most creative call to arms to protect both the planet and the wearer. Raeburn’s Remade ethos is further emphasized this season through the use of pioneering materials, including protective neoprene immersion suits and Royal Air Force helicopter winchman coveralls, which have been cut and reworked into women’s anorak and men’s overcoat, yet...
DEUTSCHE TELEKOM AND LUFTHANSA UNVEIL THE FUTURE OF FLYING

DEUTSCHE TELEKOM AND LUFTHANSA UNVEIL THE FUTURE OF FLYING

For some, the CES starts as soon as they step into the Las Vegas Convention Centre. For others – while flying at 33,000 feet on the way to the conference. That’s exactly what Deutsche Telekom and Lufthansa did yesterday (08.01.2018) through their FlyingLab event on its Lufthansa Airbus A380 from Frankfurt to Houston. FlyingLab is this year’s challenge set out by Deutsche Telekom’s Fashion Fusion initiative, in partnership with Lufthansa. In 2017, the competition brief invited fashion, creative and engineering talent to submit their ideas about enhancing long-distance flight experience through the use of fashion and technology. This wasn’t just about innovation around the passengers’ experience but included the cabin crew too. Over the past few month, the finalists of the three finalist teams worked at Fab Lab Berlin on intelligent solutions for the flight experience of tomorrow. Three prototypes were presented and tested on board, including projects for new airline seats, on-board entertainment, and methods of communication between cabin crew and passengers. Team feel.flight focused on increasing passengers’ well-being on long-haul flights, presenting a chatbot system for communication between passengers and flight attendants. The chatbot can classify passenger needs, arrange them by priority and coordinate the appropriate service activities. For other matters, such as requests for food and drinks or tips against fear of flying, the request is transferred to a real flight attendant. The team also developed a smart blanket with integrated neck pillow which can be worn like a cape and adjusted to the passenger’s individual need for warmth. Vibrations in the blanket’s neck pillow can wake the passenger gently, without a flight attendant having to...