Apparel Online India Magazine March 1st Issue 2019 | Page 13

WORLD WRAP
which are exploring opportunity in
cross-market boundaries.
What started as a trend in the
luxury segment, trickled down to
provide mass brands a segment
that slowly popularised their
existing market position. Gucci,
Armani, Loewe and La DoubleJ
started with their own lines
that sold like hot cakes. The
existence of Gucci ceramics and
Loewe chairs provide the same
brand factor to the consumer on
an extended level as a luxury
wallpaper will be utilised longer
than a skirt. Affordable furniture
giant Ikea collaborated with
celebrated designer Virgil Abloh
for a limited edition furnishing line
that was sold out within days of its
launch.
On the masses front, fast-fashion
and discount retailers are not
far behind in the race to have a
successful homeware range with
the introduction of Zara Home
by Inditex in 2003, to the recent
venture of Swedish brand H&M,
H&M Home, launched in 2009.
A COLLABORATIVE
EFFORT
The Jacquard Project - Google’s newly launched apparel in collaboration with Levi’s
Small kidswear brands such as
Rachel Riley and Noe & Zoe spread
their categories to offer homeware
ranges to help parents transform
their kids’ wardrobes as well as living
space. Multi-brand retailers and large
format stores are also delving into the
segment as Walmart launched a series
of virtual showrooms online, while
ASOS recruited designers to create
textiles, ceramics and hard goods
for its first own brand homeware
collection that was launched earlier
this month.
ESSENTIALS
As per recent studies
by statista.com, the
Furniture and Homeware
segment amounts to US
$ 2,25,259 million in 2019
with expected CAGR of
9.8 per cent (2019-2023)
and is inviting brands to
offer products that hold
more intrinsic value than
a piece of clothing.
Several brands have also
started collaborating with players in
the field they are interested in
to inculcate the existing brand
image of the collaborator; use
their expertise while adding
their technical advancement to
the mix. Levi’s collaborated with
tech stalwart Google to unveil
a high tech jacket that provides
the wearer the convenience of
controlling smartphone features
with basic arm movements with
recent edition, Project Jacquard
featuring ride-sharing support via
Uber and Lyft.
All in all, the idea of providing a one-
stop store solution is popularising
as every brand wants a stake in
the rapidly diversifying market,
exploiting new trends in the arena
with the added advantage of being
distinguished from the existing
competition.
SECOS 2.0.
THE SAURER
CUSTOMER PORTAL.
—
A platform with all documentation and
information on your Saurer machines
on the screen.
– Easily at the click of a mouse.
An online shop that offers you exactly
the things you need to maintain your
machines.
– Helps you to reduce machine
downtime to a minimum.
A huge information centre that provides
machine-specific updates and upgrades.
– Optimally helps you to upgrade
your machines.
sau
saurer.com
www.apparelresources.com | MARCH 1-15, 2019 | Apparel Online India
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