26 February 2022, Mumbai:

Lucy Rouse has been named as Nike's new SNKRS vice president and general manager, as the sportswear giant restructures its groundbreaking sneaker app's leadership.

According to an internal Nike document acquired by Complex, Rouse will be named VP/GM of NBHD, SNKRS Launch, and S23NYC (an abbreviation for Nike's prestigious "neighbourhood" sneaker retail partners) (the New York studio where the SNKRS team is based). She will take over on April 4th. Nike has not yet responded to a request for comment on the story.

Rouse succeeds Ron Faris, who was named VP/GM of the Nike Virtual Studios, a new business that supports the company's newest foray into the metaverse, in late January.

ALSO READ: Nike & Hermès File Lawsuits for Trademark Infringement: non-fungible tokens (NFTs)

Rouse has worked with Nike for more than 16 years, beginning as an account executive in Australia in 2005. She was most recently in charge of Nike's women's business in Europe, the Middle East, and Africa, as well as its sportswear business in those countries. She'll start as the head of SNKRS on April 4, according to the email announcing her appointment.

Rouse has been with Nike for nearly 16 years, starting as an account executive in 2005. According to her LinkedIn page, she went on to oversee Nike's sportswear business in Europe, the Middle East, and Africa before leading the company's women's business in the same area.

The rearrangement comes after RTFKT, a virtual sneaker design firm and a studio for (NFTs, was bought by the Portland, Oregon-based company in December of last year.

Nike also joined up with online gaming platform Roblox a month ago to develop 'NikeLand,' a virtual realm that allows players to outfit virtual avatars in digital Nike apparel.

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*Figures mentioned in the above article have been sourced from Complex.com & Fashion Network article.

22 February 2022, Mumbai:

Lingerie brand Soma surveyed 1,500 women over the course of 3 years to create what it believes is the smartest bra on the market, the Bodify, launching today.

During an exclusive 2-day pop-up event in NYC, FashionUnited spoke to Holly Wilson, Vice President of Design at Soma Intimates, about common bra-shopping challenges, or “brablems” as the Soma team calls them, as well as the patent-pending technology behind the Bodify, and the evolution of the lingerie market.

“Solutions really became part of our dna very quickly because of the constant conversation with the customer on the problems she was trying to solve,” said Wilson.

“Whether it was smoothing out panty lines, straps digging in or sliding down, gaping cups, or something else, all this led to the creation of our proprietary innovations over the years.”

ALSO READ ADIDAS: SPORTS BRA PORTFOLIO

It is worth bearing in mind that the brand was founded in 2004 when the lingerie retail environment was dominated by Victoria’s Secret which was focused on supermodels and angels.

This created a retail void that Soma identified as an opportunity. Now with 250 boutiques and outlets nationwide, the all-women-led design team has established an alternative to the male gaze which once controlled the lingerie market.

“We set out to demystify the bra-fit experience, to create an environment for women that was unintimidating, where they could actually find products that suited them,” said Wilson.

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*Figures mentioned in the above article have been sourced from Fashion United article.

24 February 2022, Mumbai:

Benetton’s upcoming storefront is in the metaverse.

The Italian company is taking part in Milan Fashion Week, kicking off Tuesday, to unveil its digital retail project, which will officially debut in the next few weeks.

ALSO READ: THE METAVERSE FASHION SHOW HAS BEEN RESCHEDULED FOR FEBRUARY 24TH -26TH, 2022

The brand’s Milan flagship on Corso Vittorio Emanuele II will be transformed into a mixed-media experience.

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*Figures mentioned in the above article have been sourced from wwd.com article.

21 February 2022, Mumbai:

Starting with a reversible Puffer Vest in The Simpsons yellow on one side, as well as a loose-fit faded indigo denim Levi's Trucker jacket featuring a graphic of Bart Simpson drinking a Squishee alongside the iconic Levi's Batwing logo, the collection features Bart, Lisa, Milhouse, and a whole host of Springfield's most popular residents on everyday apparel and accessory essentials, starting with a reversible Puffer Vest in The Simpsons.

There's also a variety of school-inspired fashions, including a ringer tee, a riff on a letterman sweater, and a vintage school uniform-inspired wide whale yellow corduroy jacket and pants, all in celebration of Springfield Elementary.

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A white Hooded Puffer jacket and a cotton twill Bucket Hat also feature the all-over 'Simpsons' pattern.

A combination of tees, hoodies, and crew neck sweatshirts with graphic prints of moments from legendary 'Simpsons' episodes, as well as Levi's x 'Simpsons' embroidered beanies, round out the range.

"It's the perfect cooperation partner for Levi's, a brand steeped in instantly identifiable imagery," Levi's said in a statement.

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*Figures mentioned in the above article have been sourced from Hype Beast & Apparel Resources article.

24 February 2022, Mumbai:

Aditya Birla Apparel & Retail Limited (ABFRL), India's largest fashion conglomerate, has engaged with Accenture on digital transformation to accelerate growth, boost company agility, and improve operational efficiency.

Accenture is a global professional services firm specializing in information technology consulting and services. According to ABFRL, this is part of a transformation strategy that will assist the fashion retailer in designing, developing, and deploying an enterprise resource planning (ERP) system to streamline company processes and increase data visibility and accessibility.

According to the company, the ERP system would help ABFRL manage different fulfillment channels and combine heterogeneous IT platforms.

ALSO READ: Aditya Birla Fashion & Retail (ABFRL)’s: New age digital brands to contribute constructively to its revenue in 5 years

"To stay ahead in today's fast-changing fashion market, it's crucial to recognize and respond with speed to changes in customer preferences," said Praveen Shrikhande, ABFRL's Chief Digital, and Information Officer.

Even as we expand our operations and integrate new businesses to develop our brands and product portfolio, reach new consumer categories, and expand into new regions, the consolidation and digitalization of our core ERP system will help us enhance agility and responsiveness in a digital-first environment."

"Our collaboration with ABRFL will not only help them build an integrated digital core across manufacturing, wholesale, and retail functions to drive operational efficiencies but also unlock new value for future disruptions and growth," said Manish Gupta, Lead for Accenture's Products industry group in India.

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*Figures mentioned in the above article have been sourced from Mint & Apparel Resources article.

24 February 2022, Mumbai:

Wrangler, a Kontoor Brands-owned American denim brand, announced the debut of a two-part NFT drop with Grammy Award-winning singing artist Leon Bridges on Tuesday.

The rollout takes off this month with the distribution of 75 digitally generated Icon-Tier NFTs showcasing one of the Bridges' distinctive dancing routines, coinciding with Wrangler's 75th Anniversary celebration and a focus on the brand's next frontier, the metaverse.

Each Icon-Tier NFT grants collectors access to digital communities, virtual Wrangler-branded metaverse gear, and one VIP trip to Bridges' exclusive performance at New York Fashion Week in September 2022.

Wrangler will also unveil and auction a one-of-a-kind Legendary-Tier NFT in September, containing a copy of Bridges' Wrangler bespoke denim jacket and pants ensemble.

ALSO READ: Fashion designers ride on NFT bandwagon

It also contains digital content, giving the auction winner unique access to stuff made specifically for them by Bridges. "We are all influenced by fashion, technology, and music, and I love how Wrangler is bringing all three together on this crazy adventure," Bridges remarked. "I channel my Texas origins and the spirit of who I am through Wrangler, so I'm pleased to help the brand celebrate its history while also writing the future."

"Wrangler has always been inspired by and flourished in the Wild West, and the metaverse is just the next destination for us," said Tom Waldron, Wrangler's global brand president.

"To commemorate 75 years of history, we're pushing towards the future of fashion, gazing over the horizon at what's ahead." We can't wait to share this sequence of surprising physical, digital, and metaverse encounters with Leon Bridges and all of our fans."

This September, Wrangler will also hold Wranglerverse, an inclusive metaverse event.

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*Figures mentioned in the above article have been sourced from Business Wire & Fashion Network article.

17 February 2022, Mumbai:

Fashion retail major Aditya Birla Fashion and Retail (ABFRL) plans to acquire 10 digitally-native or direct-to-consumer (D2C) brands in the next 12-14 months while at the same time launch five-six such brands in-house as it tries to grab a share of the rapidly-growing D2C segment, the company’s Managing Director Ashish Dikshit told Moneycontrol.

In the long term, about three-four years, the ABFRL subsidiary that will be created to invest into early-stage brands, will house about 25-30 digital-first brands, he added.

According to Dikshit, the company has set its sight on the channel as it does not want to miss out on consumers of the future.

ALSO READ: Aditya Birla Fashion (ABRFL) to handle Reebok India retail

“While our existing brands will grow and continue to remain relevant and (eventually) become more digitally-savvy, there is a whole bunch of new digital-first brands, which would come up and that's why we decided this strategy,” said Dikshit.

The company, said the MD, is eying 10-15 percent of its revenue coming from its D2C subsidiary in the next five years.

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*Figures mentioned in the above article have been sourced from Money Control article.