Need to Know
28 : 10 : 22

UK – Premium juice company Eager has been given a colourful makeover that takes the frills out of fruit juice. Designed by creative agency Ragged Edge, the rebranding embraces the ordinary with its minimalist design, bright typography and transparent taglines that don’t pretend to be anything other than ordinary fruit juice.

The new identity avoids sweeping claims that try to persuade customers that the juice is the healthiest and freshest choice. Max Ottignon, co-founder of Ragged Edge, says the industry is ‘littered with false claims and unearned hype’. Instead, Ottignon wants Eager to stand out in a market saturated with bold claims and greenwashing, rebelling against the usual juice marketing tropes by choosing to be more honest with customers.

With taglines such as ‘not too picky pineapple juice’, the rebranding shifts the attention towards humble ingredients and classic flavours. For consumers overwhelmed by the bold claims of the fruit juice market, the rebranding aims to spark feelings of comfort and nostalgia.

London – Gucci has joined forces with The Savoy for the opening of a pop-up luggage boutique in the famous hotel.

The Gucci Valigeria offers diverse travel leather goods – including trunks, suitcases, holdalls and handbags – but also board games, travel pet accessories and skateboards, most of which are part of the exclusive Gucci Savoy collection. Guests who book the hotel’s Royal suite, decorated by Gucci in 2021, will enjoy additional perks including a dedicated butler and use of The Savoy’s Rolls-Royce.

‘The Savoy is constantly evolving to accommodate the changing desires of sophisticated global travellers; the suite caters for the needs of a style-driven high-net-worth guest while the Valigeria can provide a taste of luxury to a much wider audience,’ says Franck Arnold, managing director of The Savoy.

The partnership reflects long-standing ties between the two companies, which originated when Guccio Gucci first came to London in the late 1890s and was hired as a porter by the hotel, and caters for HNWI consumers’ appetite for Gated Retail concepts.

US – The Business of Fashion's latest report Gen-Z and Fashion in the Age of Realism explores the generation’s thoughts and feelings on fashion in the US, where Gen Z have an estimated disposable income of £307bn ($360bn, €349.5bn).

Half of Gen Zers say fashion is their preferred entertainment category to spend money on, followed by dining (43%), and video games and consoles (33%). Fashion is important to Gen Z because it makes them feel confident (89%) and helps them affirm their identity (82%), whereas status (32%) and trendiness (43%) matter much less to them.

With their sartorial choices, Gen Z are a creative and self-affirming bunch – 61% believe they have an influence on their friends' fashion purchases, and 59% on that of their families.

With young consumers prioritising fashion spending, and spreading the word about their love for style on social media, the Teen Fashion Market presents a vast market opportunity.