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How to Build Your Start-Up – Key Advice for Business Development

Starting your own fashion-related clothing brand may seem difficult when you begin to approach it, however with the right guidance and well-conducted research, you can start your own brand with a strong understanding of what it takes to succeed. You simply need to breakdown the steps and simplify the process – taking it a little bit at a time and covering key areas first so that you are prepared for what is to come. Finding the right manufacturer Once you have decided on developing your brand, the initial thing you will want to do is find the perfect manufacturer that will suit your needs. This means working within your time scale, a good rate, being able to produce good quality prints and finding a garment manufacturer that can produce small orders for you. It is ideal that you start of your brand small so that you can test the waters a little bit – this means having a small quantity of orders to start with. There are many suppliers around the UK and overseas that can create a variety of styles and designs tailored to your brand. Seamless Source can help find the right garment manufacturer for you. With easy communication via our website and 24/7 support from Seamless Source’s customer service team, you’ll be able to start turning your designs into real life products instantly. Another aspect of clothing to consider is sustainable production and labour. It is likely that you will be competing with brands that can produce ‘eco-friendly’ clothing on a larger scale. Investing in a manufacturer that is friendly to the environment and eco-friendly within their production process is important. Sourcing fabric In order to maintain the sustainable aspect of your brand, your fabric sourcing is an essential factor to consider as transparency is highly values by customers. Consider looking at fabrics such as Bamboo, Jute and Tencel – as these have a variety of different qualities as well as being eco-friendly and biodegradable. If you cannot afford to venture into these more innovative fabrics yet, then instead opt for better versions of standard fabrics – such as recycled polyester, BCI cotton, and responsible wool. Another thing to consider is to order a prototype before you fully commit to ordering in bulk. This is because on CAD (or from your sketches), the design can look different to the real product. The material may drape differently, the print or the logo may not be as strong as visualised and you may decide you’d prefer an embroidery logo instead. Therefore, sampling is an important part of the whole production process. Competitors To start with, it’s great to look at your competitors. Evaluate strong competitors in the market – these can be established brands that you can use to develop lasting strategies or young and upcoming luxury brands. You will find that plenty will focus on sustainability and look into ethical practices, and as a result, produce well-designed stylish products. Once you can understand how these brands create mutual connections and build relationships with their consumer base- this is something you can adopt within your own brand. By researching your potential competitors, you can identify their brand story, their USP, their price points and even take note of things in a design aspect. Considering the details When starting any form of clothing line, it is important to have a detailed tech pack and a clear idea of who your target audience is – this makes it easier to develop yourself and your brand identity to get the best for your future customers. Also ensure you have covered the financial side of things – depending on how many orders you make, you’re more likely to be able to negotiate a better deal the bigger the order, but this does not mean you have to order in bulk straight away. As mentioned earlier, order in a smaller quantity and then work your way up once you discovered your best-sellers. Investment and long-term goals Another thing you need to consider and plan for way in advance is how much you are investing. You need to be aware that to start a new brand, your investments need to be well thought out, no matter what type of business you are aiming for. You need to be prepared that you are going to be in this game for a while before anything starts to take off. You are looking for a 3-year (or more) game to get to a stage where you have secured a reasonable and comfortable amount of visibility for your fashion brand. It is also important to think about your touch-points with your customers in order for them to buy into your brand. They need to feel up to date and a part of your brand, whether this is through digital marketing such as Instagram or Facebook or attending fashion events and exclusive fashion parties where you can meet and greet your potential customers. If you are at a stage where you wish to look into garment manufactures that produce high-end quality fabrics, Seamless Source can help. We connect small to medium scale fashion businesses with suitable manufacturers from across the world. To find out more, contact us.

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What is Polyester – Polyester Fabric Properties, Products, and Production

Polyester – first created in the 1940s, however was not popularised until the 1970s when advertised as a ‘miracle fibre’ due to its diverse nature. Polyester fabric is very widely used and can be found in countless garments within peoples wardrobes worldwide.  The polyester industry is extremely valuable and complex – and we will discover why in detail within this blog post. Overview of polyester Polyester is a synthetic fibre derived from petroleum and is mostly considered a plastic, it has many beneficial properties which have propelled it into mass consumption by the fashion industry.  It can be used in clothing, furnishings and much more. polyester, despite its popularity, carries some bad connotations due to the nature of what it is and how it is produced, with some individuals linking synthetic fabrics to the increased environmental risk we are currently undertaking.  Polyester origin, types and location In 1926, a United States-based company began research into molecules and synthetic fibers. They went on to create the first ever synthetic fibre Nylon, and in the late 1930s and early 1940s, British scientists conducted their own research on synthetic fibres resulting in the creation of polyester. Polyester entered the economy for the first time as Terylene by W.H. Carothers. Polyester fabric was produced for mass consumption by the DuPont Corporation and was marketed under the name Dacron, and was widely used within war efforts to make parachutes by a multitude of American companies. PET or PCDT? Polyester carried on developing over the years all around the world, and today there are two primary types – PET (polyethylene terephthalate) and PCDT (poly-1, 4-cyclohexylene-dimethylene terephthalate).   PET (also known as ethylene polyester) is the type of polyester we are most used to seeing within our clothing, and is produced widely within the fashion industry as it has a variety of uses and is stronger than PCDT.  There are four different ways to make PET fiber, and the production process used varies depending on whether it is making filament, staple, tow or fibrefill polyester types.  PCDT has a different chemical structure and is much more resilient than PET, with more elasticity, and PCDT is suited to heavier uses such as curtains and other home furnishings.  Where is it produced today? Polyester is one of the most used fabrics worldwide – and this means that it has to be produced on a global scale.  China is the largest producer of filament and staple polyester fibers as well as being the largest polyester market in the world. China has many specialist factories with expensive machinery tailored to perfecting fabric production processes, and this is one of the reasons that they are the largest producers today.  Other reasons for China leading the way for polyester fabric production include the fact that it is an emerging market with low-cost manufacturing and many government initiatives. This is also the reason for India being the second largest producer of polyester around the globe.   Some of the biggest manufacturers of Polyester include: Other manufacturers of polyester include Taiwan, Korea, Japan, and Indonesia. polyester is mainly kept in Asia after fabric production is completed until it has been turned into full garments. How is polyester fabric made? The manufacturing process depends heavily on what type of polyester is being made. Within PET production – as mentioned above, there are 4 different types of polyester fibres – filament, staple, tow and fibrefill, however only 2 types are regularly produced for fabric. Filament  Filament fibres are continuous fibres that go on to produce soft fabrics and are frequently used within polyester fabric manufacturing. To product filament polyester these steps are carried out: Staple To make staple fibers, polymerization, drying, and melt spinning are similar to the manufacture of filament yarn. However, in the melt spinning process, the spinneret has many more holes. The rope-like bundles of polyester that emerge are called tow. Polyester fabric properties Polyester has a huge variety of beneficial properties which is why it is used in so many products within the fashion industry and beyond from high-street brands to designers.  Durable Polyester is extremely durable – it was initially used for parachutes and it is resistant to pilling, stretching and shrinking which is one reason that it is so often used in everyday clothes that will be worn a lot.  As a synthetic fibre it is much more resistant than natural fabrics, including resistance to other chemicals, and this means that polyester will frequently be chosen over its natural fibre competitors such as cotton or linen. Retains shape Polyester has the incredible ability to retain the shape that it is made into. This means that it is perfect to hold the structure of pleats, gathers and ruffles without them losing shape over time.  This also means that polyester is very wrinkle resistant, and does not require being ironed or steamed to look presentable.  Moisture-wicking Polyester is the best moisture-wicking fabric on the market for the sole reason that it has the ability to draw moisture away from the body. Instead of absorbing moisture like other types of fabric, polyester wicks the liquid in the first layer of the fabric.  This means that you will not be able to feel moisture on your skin, and the sweat will be able to evaporate quickly so that you are never able to feel it. This is why polyester is so often used within activewear such as running gear.  Strong The reason for polyester’s durability is that it is such a strong fibre. Being a synthetic compound, fibres are not easily broken. Polyester is able to handle abrasion and will not rip or tear easily.  The downside to its strength is that it is not the most luxurious fabric, it feels sturdy and coarse and therefore is not often used for finer quality products. Easy to care for Polyester is very easy to care for. It can be washed on any setting without the worry of shrinking or creasing and is able to be

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What is Nylon – Nylon Fabric Properties, Products, and Production

Initially developed by the DuPont Corporation in the 1920’s and used for military parachutes in World War 2, nylon was integrated into 25% of the textile market by 1945.  Nylon is most well-known for stockings, but can be made into multiple types of fabric including chiffon and taffeta. Continue reading to find out more about nylon and how it is currently used within the industry.  Overview Nylon is the name for a family of polymers that are widely used within the textile industry within a range of products. Nylon is 100% synthetic, similarly to fabrics such as polyester and acrylic, and is made from petrochemicals. It was originally developed with the intention of becoming a synthetic silk replica, however, the fabric alone had issues with runs and tears (despite being manufactured specifically to avoid this). This is why nylon is often used in combination blends with other fibres – as it has the ability to enhance other materials such as cotton/spandex/polyester with qualities such as stretch and resistance – whilst losing its negative qualities such as tearing.  Types and production of nylon As nylon is the generic name for several synthetic polyamides (fibres obtained by spinning polymers), there are several types of nylons. The names of nylons relate to the quantity of carbons in the structure – nylon 6 and 66 are two of the most popular types of nylon used in the textile industry because of their beneficial properties.  Nylon 6  Nylon 6 is made from a single type of monomer called caprolactam which has a higher resistance threshold, it’s also quick to absorb moisture, strong, durable, easy to dye and very lightweight.  Nylon 66 (6,6) Nylon 66 consists of hexamethylene diamine, six carbon atoms and adipic acid. It has great colour-retention and is very resistant to abrasion. Nylon 66 also does not wear down in the sunlight as easily as other nylons.  It is also low cost and easily producible. This type of nylon is better suited to industrial products however, so the majority of nylon we see on the market is likely Nylon 6.  Nylon 46 This polymer is only produced by the international corporation DSM under the name Stanyl. It is not commonly used in fabrics, and instead can be found in products such as engines and air coolers. Nylon 510 Intended as a Nylon 66 alternative, however proved to be too expensive for mass production. Ripstop Ripstop nylon is durable, lightweight, and strong. It is not usually used within the fashion industry, rather it is frequently used for parachutes, hot air balloons as well as materials designed for the outside such as sleeping bags. Ripstop nylon is a blend, usually containing either nylon 6 or 6,6 (or both). This nylon fabric has a criss-cross grid effect created by crossing different fibers over and under each other (like a basket weave) to increase durability. Kevlar Kevlar is the material used in bulletproof vests, and is also known for being cut and heat resistant. Kevlar can be found in personal protection equipment in industrial industry products such as gloves that provide protection from injuries. Production Nylon consists of long chains of carbon-based molecules called monomers, and the majority of nylon types are extracted from hexamethylenediamine in crude oil (petroleum). The nylon production process is: Where is nylon made? Nylon was originally developed in the United States and remained there until the second half of the 20th century. The US continued to be the leaders in production until the 1980s, however as the desire for the fabric grew, production started to move overseas. The current largest producer of nylon is China – however recently there has been a decline in the production of the fabric here. Many other asian countries such as Pakistan, Indonesia and India also produce nylon on a large scale, and the US still produces nylon to this day.  Nylon fabric properties Nylon was developed to be the ‘textile of the future’ and widely used in stockings because it was said to be run resistant. The original name was ‘No-Run’, however after finding out that nylon was actually very prone to running, the name was developed into what we now know as nylon.  Today, nylon is not usually used by itself due to its high tendency to run. Instead it is blended with other materials to increase their qualities whilst losing the negative ones it possesses itself. Some of nylon fabric properties include: Strength Nylon is known for being extremely strong, it is suggested that the tensile strength of nylon is greater than a steel filament of the same weight (tensile strength is the amount of pressure it can be put under before it breaks). Nylon, whilst being strong, will tear easily due to its nature. Care must be taken when wearing 100% nylon material. Stretch Nylon is also extremely elastic, with the ability to bounce back into its original shape with ease. There are no other fibres on the market that have the same elastic properties of nylon, which is why it is so beneficial to the textile market, as it can be blended with fabrics such as cotton to create amazing stretchy garments.  Nylon is widely used within activewear for this very reason, nylon is able to retain its shape and stretch back, remaining close to the skin for comfort and ease of wear.  Absorbent  Another reason nylon is so good for activewear is its resistance to moisture, some nylons are non-absorbent and smooth. This makes the fibres dry extremely quickly and ensure that the garment can perform to the best of its ability.  Some nylons are absorbent, and have the ability to moisture-wick to a certain extent (similarly to natural fabrics), however the moisture will stay within the fabric.  Resilience  Nylon fabric is very resilient – it can resist dirt very well, and can resist heat, UV rays, and chemicals better than most synthetic materials, including polyester. Nylon has the ability to resist oil and bleach, so if the fabric discolours,

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What is Rayon (Viscose, Modal, Lyocell) – Rayon Fabric Properties, Products, and Production

Rayon is the common term for a group of semi-synthetic fabrics used widely within the fashion industry. Rayon can be produced using different processes, such as the viscose process or the modal process – however, these will simply be referred to as viscose and modal within this article. We will explore the different types of rayon and the production processes of these variants below. This article also forms part of our series containing information about a variety of synthetic and natural fibres, so read on to discover more. Overview Rayon is a manufactured fibre and a type of semi-synthetic material that is somewhere in between natural and man-made. Instead of being naturally occurring from plants or animal fibres like cotton or wool, or made from plastics such as polyester, rayon is produced using cellulose. Cellulose means that the material contains cells (which are always natural materials). Cellulose derived materials are usually made of either plants or wood, and different types of rayon are individually derived from products such as wood pulp and beech trees.  To produce rayon, the cellulose materials are blended and then chemically treated to create fibres mimicking the quality of natural fabrics. These fibres can either be left as they are, or recombined to create uniquely textured rayon fabrics.  Types and production of rayon There are 3 main types of rayon produced today – these are viscose, lyocell and modal. Viscose is the most widely used of the derivatives within the fashion industry today, however, lyocell and modal are still frequently incorporated into garments. There are also speciality rayon blends that are designed for certain features and are commonly used as a replacement for decorative natural fabrics at a cheaper price point.  Viscose Viscose is usually what people are talking about when they mention rayon. If a garment is marked as being made of rayon, it is likely that they are referring to viscose rayon as viscose can be used interchangeably as a synonym for rayon itself, not just the specific production method. The term ‘viscose’ refers to the viscous organic liquid (sometimes described as honey-like) which is regenerated into fibres to create the fabric once in solid form. It was first manufactured in 1883 as an affordable alternative to natural silk. Viscose is primarily made up of wood-pulp which can be derived from a range of trees such as: The reason that viscose is the most popular rayon fabric is that it is produced purely from wood-pulp cellulose, and does not have to be made with lignin-free cellulose. This manufacturing method is much cheaper than alternatives, as well as being able to be made on a large scale, and therefore it is more popular. The process for producing viscose is extensive – having to transform from an organic fibre into a chemically treated material. These are the steps for viscose the production process:  Viscose is extremely versatile and can be utilised in a range of ways including blending with fibres such as cotton and polyester to create strong and cheap materials. Modal Unlike viscose, modal is not a silk substitute, and the fabric is made from a blend of materials. Beech-tree pulp is used for the cellulose part of the process, and then the material is blended together with other natural or synthetic fibres like cotton or spandex to create a strong yet synthetic material. Modal is stronger than viscose for this reason, and therefore is more expensive than buying viscose, it is also more expensive than cotton. Modal was first developed in 1951 in Japan and is now widely used throughout the industry. Modal is also known as HWM rayon (used within consumer textiles). Lower concentrations of NaOH are used to create modal which results in less toxic waste. the production process of modal includes: Modal can have a variety of different treatments applied to it once production has occurred, such as pre-shrinking, fireproofing, wrinkle-proofing before it is woven into the fabric. Lyocell Lyocell is made from beech trees (and sometimes eucalyptus, oak and birch) blended together with other fibres such as cotton and spandex, similar to that of modal. However, the major difference between lyocell and modal is that lyocell is made with fewer harsher chemicals than that of modal fabric.  In the 1980s, lyocell rayon was developed in Courtaulds Research as a non-polluting alternative to modal and viscose because of its fewer chemicals. Less hard chemicals make the fabric softer and smoother and means the process and end product are more environmentally friendly than its viscose and modal rayon siblings.  The production process differs from viscose and modal, accounting for the changes to blend with the other synthetic or natural materials. The fibre is produced based on the N-methyl morpholine-N-oxide (NMMO) dissolution method: Lyocell is the most absorbent of rayon materials, which means that it is great for wicking the moisture away from the body, meaning that the person wearing it will stay cool and dry for longer. Lyocell has recently been referred to as a ‘miracle fabric’ due to its properties and sustainable nature. One type of lyocell that has emerged is known as Tencel, which is a brand of lyocell sold by Lenzing AG, and it is said to be on track to replace viscose within the industry within the next ten years.  Where are rayon fabrics made? Rayon is produced in larger factories due to the complex process that it takes to make it. Multiple different chemicals and different machines are necessary to make the different types of rayon – so manufacturers usually have to have access to a lot of technical equipment which can cost a lot of money. This means that larger countries with a high textile output are usually the top producers of the fabric. The largest producers of rayon worldwide are eastern countries such as India, China, Pakistan and Indonesia. China is the biggest producer of both viscose and modal rayon types. The United States and the United Kingdom used to be some of the

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5 Ways to Increase Sustainability in Your Fashion Brand Today

‘Sustainability‘ is the buzzword of today’s fashion industry. It is the key concentration for today’s generation and fashion brands. An ever-increasing number of brands are focused on sustainability and numerous shoppers are willing to pay more for items that are economically and environmentally friendly. Whatever your business, there are advantages to ensuring your image is zeroing in on sustainability. However, it is not just about aiming to go sustainable – as fashion brands have received a lot of negative criticism for greenwashing. Hence, it is also important for fashion brands to understand the difference between sustainability and greenwashing. You can read more about greenwashing in our latest greenwashing blog here. These are the 5 ways you can increase sustainability for your brand today. 1. Reduce Plastic Packaging  A reduction in packaging is one of the top things that consumers look out for when they want to choose a sustainable brand in this generation. If you are producing and packaging products yourself, then aim to make more sustainable choices by reducing plastics and waste products. If you are running a retail or service business, choose to stock and use products that have made an effort to reduce their packaging.  2. Recycle And Upcycle starts from your organisation  It is not about just manufacturing and designing clothes ethically, it starts within your organisation. When it comes to your everyday recycling, make sure that it is as easy as possible for your employees. Place recycling bins in all offices and staff areas so that it isn’t a chore to recycle. You can also get recycling dividers to place into desk bins, so each member of staff has their own recycling bin right by their side throughout the day. By encouraging recycling among your team, it will eventually become a part of the workplace. culture, which is exactly what you want when trying to become a more sustainable brand.  3. Measure Your Waste As a fashion business, it tends to be not difficult to be guileless to the real measure of waste being delivered. On the off chance that you really need to turn into a more sustainable brand, you should know about how much waste is created by your organization. With papers, water bottles, plastic cups, office supplies, espresso cases, and paper towels being the absolute most basic by products from an office, it is not difficult to perceive how these can add up.   Practices are all the more effectively changed when you have a few numbers to quantify against. At the point when you are given the aggregate sum of waste delivered by your business, it tends to be simpler to then roll out reasonable improvements which are quantifiable.  4. Eco-Friendly Equipment for your organisation We have effectively addressed how innovation can be utilized to lessen the measure of movement and outflows delivered by your business, however, innovation can likewise help manageability in the working environment. Programmed switch frameworks and sensors can be fitted for lights so that if space isn’t being utilized, the lights can be turned off to save power. The equivalent goes for warming and indoor regulators, where work environments don’t need warming or cooling for the time being or the end of the week.  5. Put sustainability at the heart of a larger project Becoming a more “sustainable” brand does not happen overnight neither over a “one-shot” project. It’s a long process. In recent years, consumers have lost the confidence they had in businesses, and this is even truer when it comes to their communication on issues related to sustainable development or health.  To put it another way: they no longer believe in corporate speeches. Regaining people’s confidence is hard work where evidence needs to be well communicated. Organizations need to embark on a global brand identity renewal project. They need to refocus, find what broke that trust in the first place and then repair it.  If you are a fashion brand and thinking of taking a step towards a sustainable approach. We in Chanodil aim to provide you with reliable, ethical, and sustainable manufacturers. Book your meeting with us and check our pricing plans.

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Social Media Unlocked – New Dimension for the Fashion Industry

In recent years, social media has become an effective marketing tool. It has not only created a new dimension of marketing but has also provided many opportunities for marketers to create brand awareness among consumers. It is now considered the most transparent, engaging and interactive form of public relations. As social media is a compilation of online platforms and communication channels that are used by people to share information, profiles, assumptions, observations, apprehension, and media itself. So, what impacts has social media had on the fashion industry? The fashion industry is formed around the fact that there are frequent changes occurring, and social media is the most convenient and cheapest means to communicate. The fashion industry is using social media to study trends and anticipate fashion behaviours. It is embracing social media which has enabled it to emerge at the forefront as a phenomenon. The development of social networking websites such as Facebook, Twitter and Tiktok has created a new muse amongst many. From fashion blogs, influencer marketing, live streaming catwalk shows, fashion weeks, and social shopping we get a diversity of opinions on different places through Facebook, Twitter and other social networking websites. This allows direct consumer engagement with the brands. Highly engaging with consumers will eventually lead to more brand awareness and create deeper customer brand loyalty for the future. Fashion industry development The fashion industry created trendsetters and users followed the trends. Users didn’t have a say in what they were consuming, they could only opt-out of trends that they didn’t like. Social media has reframed this structure, allowing users to not only consume fashion but also contribute to it. Another way in which social media has impacted the fashion industry is through the use of hashtags. Using hashtags enables consumers to join in the conversation with the relevant people whether for a brand, business, product, or content. It allows consumers to to find and follow a certain niche easily in the over-crowded market. This strengthens brand image and can target the right audience at the right time. Hashtags will not only put you in front of people who already follow you but will also attract prospects beyond your follower list. By using hashtags users and potential consumers can find virtually whatever trend they want with the click of a button. Social media allows fashion companies to interact with their customers on a level that they could never do previously. Founder and editor in chief of independent publication, the Business of Fashion, Imran Amed, says: “The one thing that has changed dramatically in recent years is the direct relationship brands now have with their consumers. In this new hierarchy, the consumer has the ability to amplify or negatively impact on business, through sharing positive or negative responses.” Moreover, compared to traditional print ads, social media allows fashion businesses to announce new products, sales, and specials, or exciting developments immediately to consumers, on their own timeline. This means that loyal customers who follow the brand, as well as potential customers who are targeted in marketing plans, will be in the know about company happenings much sooner than with traditional marketing tactics. To conclude, social media has had a radical effect on essentially every aspect of the fashion industry, and while that impact may change in the future, it’s clear that it’s not going anywhere anytime soon. So, fashion brands and consumers can use it to their advantage and market their goods and services. How do you think fashion has evolved from social platforms we know and love? What is your go to platform to learn about new fashion trends? Let us know in the comments! Also check out our social media pages and connect with us for future tips and trends on fashion. LinkedIn: Seamless Source Instagram: @seamless_source Facebook: Seamless Source

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COP26 Summit – Environmental Conference Explained and Fashion Industry Implications

With the COP26 summit in the headlines ever since it kicked off on the 31st of October, there are many questions that individuals and brands may have in regards to the importance of the event and how the outcomes could go on to effect the wider fashion industry in the future. Due to the precedence of the COP26 summit, it is useful to understand the vastness of it. As climate change and carbon footprint become ever increasing concerns within society, the COP26 summit provides a space for environmental issues to be brought up from all around the world, and some believe the last time we can make effective changes. We hope to delve into the signigficance of the areas that COP26 Glasgow will have an effect on within the industry below – so continue reading to find out more!

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Micro vs Macro Trends In Fashion 2021 – Positive or Negative?

In regards to trend growth – there is a big difference between micro trends and macro trends and how the consumer market is currently shifting. Micro trends can be classified as items that gain popularity just as quickly as they lose it, a fad that does not retain momentum. It usually relates to specific garments rather than a silhouette or style, with the potential for the item to receive ‘cult’ like status. Think of the Lirika Matoshi ‘Strawberry Dress’ that blew up during 2020 and was branded as the ‘it’ dress of the year. Micro trends becoming more prominent within the industry over the last few years can be traced back to social media platforms such as Instagram and Tiktok – from influencers making outfit repeating seem like a crime to brands promoting the need for more and more clothing without much regard for the impact this will have later on. Due to this, current consumption rates are speeding up trend cycles – and combining this with the fact that large fashion retailers exponentially increase the number of ranges they release per year leading to unsustainable turnaround times for the ‘shelf life’ of garments, micro trends can seem like the next thing to buy into. Avant-Basic One example of a recent micro trend is the concept of Avant-Basic – a term coined by fashion bloggers to describe the popularisation of garments that are quirky but easily identifiable. Key features to this micro trend tend to be bright clashing colours and bold patterns with a strong 70s influence. Examples of brands that can be classified as catering to or having garments become popularised by the Avant-Basic micro trend are House of Sunny, Lisa Says Gah, Paloma Wool, and Desigual. Arguably the most notable item under the Avant-Basic umbrella is the House of Sunny ‘Hockney Dress’ – seen on almost every social media influencer over the past few months. Although this micro trend was publicised by smaller more sustainable businesses, fast-fashion brands such as Zara have also been buying into the trend – with their SS21 collection sporting many of the same features as these smaller brands. These items have become increasingly oversaturated within the market due to the number of people buying into the trend thinking the garments are a unique way to express their style when in reality they have actually been associated with being ‘basic’ to the majority of the fashion community. This has led to a fast rise and fall of the garments – with people actually shaming others for wearing them leading to an increasing number of consumers getting rid of them – either by throwing them away or donating them. Individuals have noted multiple Shein copies of the Hockney Dress already appearing in charity shops (distinguishable from the original House of Sunny dress by the colouring) and this brings about the question of how bad for the industry and the environment micro trends really are. If a dress no more than 4 months old is already being donated, the potential life-cycle of clothing is becoming dangerously low and the sustainability of these trends needs to be questioned. Macro Trends On the other hand, macro trends are much less rapid than their counterpart. These trends tend to focus more on the current environment and build themselves on important topics that will potentially go on to influence the fashion industry for years to come. Macro trends are based around a shift in consumer behaviour and are extremely influential for all brands and market levels. For example, a huge macro trend throughout 2020-2021 was loungewear due to the implications of Covid-19 and the increased number of people inside their homes. Optimism One of the biggest potential macro trends for the upcoming seasons is optimism and the potential to get back to how we were. This encompasses bold colours, daring silhouettes, and over the top design choices – with summer nights and explorative months ahead, the best choice is the most exciting choice. This trend ties into Pantone’s colours of 2021 – Ultimate Grey and Illuminating (Yellow). Digital Innovation Undoubtedly one of the biggest trend developments throughout recent years has been the switch to a digital mindset, with the rise of pure players and efficiency in terms of ease of use. Digital has been making its way into fashion trends for a while now and will likely continue on for years – it can be seen through innovation across fabrics, catwalks, and marketing efforts. Macro trends are much more effective in portraying a longevous and responsible approach to fashion than micro trends, and if you are looking at incorporating more trend-led pieces into designs or are interested in incorporating a trend-forward approach into your wardrobe – macro trends are the way to go. If you are interested in a range of content covering the fashion industry, make sure to catch our other blog articles on our website. 

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Sustainable and Ethical Moves – What are Big Brands Doing in Terms of Reducing Carbon Footprint in 2021?

Increasingly, customers want to have a positive sustainable and ethical impact on the environment. Research shows that 88% of consumers want brands to help them be more environmentally friendly through a variety of different means. This includes reducing carbon footprints and providing traceability within their processes. Apple Apple aims to become fully carbon neutral by 2030. The tech and software company launched a new plan that focuses on revamping its manufacturing supply chains and product life cycle to ultimately have a net zero climate impact in order to reduce their overall carbon footprint. All iPhone, iPad, Mac, and Apple Watch devices released in the past year are made with recycled content, including 100% recycled rare earth elements in the iPhone Taptic Engine — a first for Apple and for any smartphone. Furthermore, you can receive cash-back for your old phone when upgrading. Apple decreased its carbon footprint by 4.3 million metric tons in 2019 through design and recycled content innovations in its products. Over the past 11 years, Apple has reduced the average energy needed for product use by 73%. Projects in the US bring Apple’s renewable capacity for its corporate operations to over 1 GW — equivalent to powering over 150,000 homes a year. Over 80% of the renewable energy that Apple sources for its facilities are now from Apple-created projects, benefitting communities and other businesses. Globally, Apple is launching one of the largest new solar arrays in Scandinavia, as well as two new projects providing power to underserved communities in the Philippines and Thailand. Patagonia Patagonia not only uses sustainable materials in its outerwear, but it also helps customers repair their clothing instead of buying new items. Patagonia follows fair-trade practices and closely monitors its supply chain to make it safe for the environment, workers and consumers. The companies goal is to find solutions to environmental issues without causing unnecessary harm to the world. Because the products are so durable, customers are encouraged to recycle old Patagonia gear and purchase items second hand. This in turn decreasing their carbon footprint as they are not putting out more than they need. Fairphone  The average phone is replaced every 2-3 years, creating a big environmental impact. However, Fairphone creates the world’s most sustainable smartphones from responsible material sourcing and advocating for workers’ welfare. Using responsibly sourced materials, they are the first and only smartphone company to be Fairtrade gold certified. Their latest phone contains 40% recycled plastic. The phone is also modular meaning you can replace individual parts by yourself, instead of replacing the entire phone. Furthermore, you can get cash-back from your old phone. Find out more on their website: Fairphone H&M Conscious The Conscious collection is made of materials like organic cotton and recycled polyester. By using eco-friendly fabrics and more sustainable production methods, the company hopes to reduce its carbon footprint. Customers can also recycle unwanted garments at H&M stores and get a discount for a future purchase. As a whole, H&M has a goal to use only sustainably sourced materials by 2030. People Tree Founded in 1991, People Tree was one of the first sustainable fashion brands. It is the only brand credited by the World Fair Trade Organisation and invests heavily in sustainable and environmentally friendly practices, including organic farming. People Tree promotes fair wages and good working conditions and uses sustainable materials like organic cotton, natural fibres, and chemical free dyes. Zara Zara doesn’t score highly in public brand sustainability perception, however in 2019 it announced some very ambitious sustainability goals, which included earning the top green certifications for buildings for all of its head offices. The brand has also vowed that all of its clothes will be made from 100% sustainable fabric by 2025, something that the anti-fast-fashion crowd will be glad to hear. Not only that, but 80% of the energy consumed by the brand at its headquarters, factories, and stores will also come from sustainable sources by the same year. If you would like to check out more sustainability content, click here to read our blog on ‘5 On-Trend Sustainable Fashion Brands to Look Out For‘.

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