Fashion

The key shifts and emerging talent that are driving change within the fashion industry globally

Need to Know
06 : 09 : 22

Gucci courts the American Middle, Taco Bell hosts a wedding in the metaverse, and collectible vintage sales soar.

Gucci sets down roots in Detroit

Gucci Detroit, US
Gucci Detroit, US
Gucci Detroit, US

Detroit – As global wealth capitals continue to shift amid ongoing economic flux, luxury retailers are opening new retail destinations that cater for emerging markets. In the US, luxury fashion brand Gucci has opened a store in downtown Detroit, making it the first high-end brand to have a presence on Library Street.

The boutique spans more than 3,500 square feet and features a large selection of ready-to-wear clothing for men and women, accessories, jewellery and watches, as well as the exclusive Gucci Décor range. Rather than demolishing the old site, the company has restored the historic building's original glass tiles and geometric metal façade.

Although this is the luxury brand's first location in the city, it's not the first time it's paid homage to the urban metropolis. In 2019, the luxury brand collaborated with artist Jenn Nkiru on the film Black to Techno, which shines a light on the origin of the electronic genre in the American city.

With global uncertainty about the position of the Chinese luxury market, the US Luxury Market is growing in importance. In addition, as work-from-home regulations allow luxurians to lead nomadic lifestyles, cities such as Detroit are emerging as significant hubs of growth.

Strategic opportunity

How can luxury companies look further afield and create retail destinations that cater for emerging markets? With remote working, companies have a chance to serve Untethered Luxurians in different locations

Mycelium coffins are now available via mainstream insurers

Loop Living Cocoon, The Netherlands Loop Living Cocoon, The Netherlands
Loop Living Cocoon, The Netherlands Loop Living Cocoon, The Netherlands

The Netherlands – First used in a burial two years ago, the innovative Living Cocoon mycelium coffin is now covered by Dela, the largest burial insurer in The Netherlands. Developed by Dutch start-up Loop Biotech, the coffins take just a week to grow using local waste products and are absorbed back into nature in 30–45 days.

As well as being quicker to break down, mycelium also brings other environmental benefits, converting toxic substances found in the human body including metals and microplastics back into nutrients, improving the quality of the soil. ‘The Living Cocoon enables people to become at one with nature again and to enrich the soil, instead of polluting it,’ says Bob Hendrikx, Loop’s founder.

The process of developing the Living Cocoon was informed by extensive talks with funeral directors, who were able to advise on putting the innovation into practice, considering family choices and creating more sustainable funeral services.

As we explored in the Death Positivity Market, companies in this space are bringing more positive approaches and factoring in consumers’ sustainability concerns to end-of-life planning.

Strategic opportunity

As the narrative around end of life shifts to something more positive, brands can help consumers open up the conversation about death and unravel the stigma and secrecy

A Web3 wedding courtesy of Taco Bell

US – While companies hosting branded weddings has become a marketing trope in the food and drink sector, fast food chain Taco Bell is adding a fresh twist to the tired concept. The company is inviting couples to apply to marry in a digital replica of the Las Vegas Wedding Chapel and Cantina on virtual real estate platform Decentraland.

The digital nuptial celebration will be legally certified and will include traditional elements like an exchange of rings, vows, a first dance, toasts and more. The winning couple will be able to invite friends and family, while existing Decentraland users will also be able to RSVP. ‘We’re always looking for new ways to meet our fans where they already are and provide them with signature Taco Bell experiences… even when that’s in the metaverse,’ says Sean Tresvant, chief brand officer at Taco Bell.

As the metaverse increasingly becomes a space for special occasions, Taco Bell is demonstrating how this digital realm can be used to celebrate personal milestones. For party planners, event organisers, and even HR departments, such innovations point to the future of phygital events.

Taco Bell

Strategic opportunity

Employees overwhelmingly enjoy remote working policies. How can companies tap into the rise of phygital events to bolster the workplace community

Stat: Archive resale is outpacing all other vintage categories

ReCollection by TheRealReal, US ReCollection by TheRealReal, US

Vintage fashion sales continue to rise as consumers embrace the second-hand economy and younger generations look to vintage as an alternative to fast fashion. Within the category, collectible clothing from the archives is performing better than any other category, with sales up 439% year on year, according to a new study by resale platform TheRealReal.

Designers attracting special attention include Roberto Cavalli, Thierry Mugler and John Galliano-era Dior, which have all been spotted worn by celebrities over the last year. Gen Z engagement with the platform was up 35% year on year, the largest rise of any demographic, and this younger base continues to drive luxury fashion resale as they hunt down collectible bargains before selling them for a profit.

With their savvy sense of brand selection and research-led approach to hunting down grail items, resale looks set to play a major role in the development of the Gen Z Luxury Market.

Strategic opportunities

Tap into Gen Z's appetite for researching and purchasing collectible fashion with share-worthy content that provides insights into product history and brand heritage

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