Brands send emails. Brands send, by some estimates, more than half of all the emails that are sent worldwide. The cashier at Urban Outfitters recently asked me for my email when I bought something in a physical store, so that the company might send me emails every day, which I was already getting. Rihanna’s Savage X Fenty brand, I’m sorry to say, sends an egregious number of emails, and it’s not just me noticing. I have eaten at the fast casual Mediterranean restaurant Cava only one time, in a city I don’t live in, almost a year ago, and have received an email every week, like clockwork, which is actually pretty useful because the subject matter is typically which vegetables are in season.
Hip Scandinavian fashion retailer Carlings knew it had to make a big impression when it launched its first online store in 2018 — years after most other apparel brands.
Carlings has more than 200 physical stores in Norway, Finland and Sweden and is known for its wide range of jeans and casual clothes. When it finally started selling online last year, it wanted to do something that would draw people to its website and make it stand out. Virtual “clothes,” pieces that were available only as digital items, turned out to be the answer.
The flower associated with youth and innocence is in full bloom on the high street...
Summer florals are nothing new in fashion, but this year one particular flower is taking over: the daisy. As the weather hots up, traditional black, white and orange daisy designs are flourishing, while more colourful interpretations are also in bloom.
“We risk turning the customer off by making them feel like we’re suggesting they be less hygienic. We’re going up against years of cultural conditioning here.”
I have a confession to make: I’ve been wearing the same black T-shirt every single day for two weeks now and I haven’t washed it yet. Anybody who knows me will realize this is very out of character. I’m a laundry addict. I get inordinate pleasure out of transforming my toddler’s mud- and applesauce-covered clothes into freshly laundered, neatly folded piles. And yet, I may hold off on washing this T-shirt for another few weeks. It miraculously looks (and smells!) like it was just cleaned. This $65 T-shirt is made by a startup called Unbound Merino, founded in 2016, that creates wool travel clothes that can go weeks without being washed.
When I was 14 or so, there was no greater thrill than a trip to Topshop’s Oxford Circus flagship. It was a gleaming fashion palace, filled to the brim with affordable delights.
Life in there felt fantastic and by extension, anything I bought added sparkle (literally sometimes, a standout purchase being a pair of iridescent turquoise heels) to my Home Counties teen wardrobe.
Later, at university, I danced through an all-nighter then made my way to the local Topshop branch to be first in line for its Kate Moss collection.
For anyone who ever shops for anything other than pure practicality (and who of us can truly make such a claim?), it’s this verve which a brand must inspire to keep us interested. That magic which you just really want to be a part of.