Elin Ekvall

The annual State of Fashion report from McKinsey & Company is now published and the fashion industry is facing a turbulent period in 2025, according to the report. However, despite the challenges, there are still growth opportunities for innovative and adaptable brands. Some of the trends that are highlighted are an increased focus on value for money and the the importance of an improved in-store experience. Read the full report, or our short summary of it, through the link below. #thestateoffashion2025

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📢 The Apparel Market: 5 Key Trends to Watch Across Europe and Sweden by 2025 The latest Retail Economics report sheds light on transformative trends shaping the apparel industry, with a spotlight on Europe and Sweden. Here's what you need to know: 🔑 Key Trends Transforming the Market: 🌐 Digital Growth in Apparel Sales: By 2025, nearly 60% of UK apparel sales are projected to occur online—a trend reflected in Sweden and across Europe. Tech-savvy consumers increasingly turn to e-commerce, supported by AI-driven tools like size recommendation systems, which enhance the shopping experience, reduce returns, and boost satisfaction. ♻️ Sustainability at the Forefront: Swedish consumers, renowned for their eco-conscious values, are spearheading the movement toward sustainable fashion. Leading brands are adopting circular fashion practices and using recycled materials to meet the growing demand for responsible consumption throughout Europe. 🤖 Personalized Shopping Journeys: Personalization is becoming a critical differentiator continent-wide. Advanced technologies, including AI, enable brands to deliver tailored shopping experiences—from customized product recommendations to accurate size predictions—making both online and offline shopping more immersive and efficient. 🏬 Evolving In-Store Experiences: Physical stores are not vanishing; they’re transforming. In Sweden and beyond, experiential retail formats bridge the gap between online convenience and in-store engagement, offering unique, value-added experiences. 💸 Adapting to Economic Pressures: Challenges like inflation and supply chain disruptions are impacting profitability. Retailers need innovative strategies, leveraging technology and sustainability to maintain resilience and consumer trust. 💡 Why This Matters for Swedish and European Retailers: To stay ahead of the curve, businesses must: ✅ Embrace digital tools such as AI for personalization and sizing accuracy. ✅ Prioritize sustainability as a core strategy. ✅ Innovate both digital and in-store experiences to align with evolving consumer expectations. 🎯 Your Turn: What do you see as the biggest opportunity for the apparel industry by 2025? Let’s discuss below! ⬇️ Source: Retail Economics #WeonAI #AI #Sustainability #ECommerce #RetailTrends #FashionTech #SustainableFashion #DigitalCommerce #AIinRetail #FutureOfShopping #TechForGood #Innovation #RetailInnovation

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🗞 The 15th Annual Global Fashion Summit in Copenhagen's iconic Concert Hall challenged attendees to move beyond presentations and into action. While some sessions felt like a retread of old ground, others offered fresh perspectives and a call to arms. On that note, I'm excited to share some interesting discoveries from the Summit. With a lens on Business & Technology, here are the things we are watching from the Global Fashion Agenda's GFS 2024. 🌿 We look at fresh ways of doing business as set forth by Ellen MacArthur Foundation The Fashion ReModel, collective financing in a partnership between The Fashion Pact Apparel Impact Institute DBS Bank on Future Supplier Initiative, and the gritty Collective Bargaining Agreement breaking new grounds in Cambodia on worker wages set into motion by IndustriALL Global Union 👏 💡 What's up in tech? We look at Worldly, helping brands get a better view of their value chain and prepare for better reporting, Hyran Technologies leveraging AI-powered tech with a mission to end oversupply, Hakio trying to revolutionise deman-forecasting model, as well. Reverse Resources aims to do more with textile waste and they're conquering the waste world quick. Lastly, we look at regenerative textiles from the lens of Bloom Labs and Modern Meadow. 👗 Hope you enjoy - do share your thoughts! 📩 #globalfashionsummit #sustainablefashion #businessmodels #tech

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Swedish fashion giant H&M Group has reported "improved" revenue in the second quarter with net sales up 3% year on year to SEK 59.6bn (£4.5bn), but expects June sales to fall due to unstable weather. Register for FREE to read more. #fashionnews #fashion #retailnews #HMGroup #retailsales #revenue #weather

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How Tiger of Sweden ventured into the Korean market: South Korea’s lucrative fashion and beauty industry looked a perfect fit for Tiger of Sweden’s expansion plans into Asia. But with no market presence, the fashion label did not know where to start. Fortunately, Business Sweden was able to help. Key Insights: • Tiger of Sweden wanted to expand to South Korea with a credible partner, who will work together in building up their local presence. However, Tiger of Sweden lacked contacts and knowledge in finding a long-term partner for them. • Business Sweden helped Tiger of Sweden get connected with the leading, but also new Korean companies that could potentially be a good fit and showcased Tiger of Sweden’s key collections to industry KOLs, emphasising the Swedish branding. • The collaboration opened doors for Tiger of Sweden’s business dialogues with key potential partners and facilitated market understanding in shaping the market entry strategy. The dialogues are ongoing with shaping the partnerships. Read more here: https://brnw.ch/21wLAJk #FocusAsia #BusinessSweden

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How Tiger of Sweden ventured into the Korean market: South Korea’s lucrative fashion and beauty industry looked a perfect fit for Tiger of Sweden’s expansion plans into Asia. But with no market presence, the fashion label did not know where to start. Fortunately, Business Sweden was able to help. Key Insights: • Tiger of Sweden wanted to expand to South Korea with a credible partner, who will work together in building up their local presence. However, Tiger of Sweden lacked contacts and knowledge in finding a long-term partner for them. • Business Sweden helped Tiger of Sweden get connected with the leading, but also new Korean companies that could potentially be a good fit and showcased Tiger of Sweden’s key collections to industry KOLs, emphasising the Swedish branding. • The collaboration opened doors for Tiger of Sweden’s business dialogues with key potential partners and facilitated market understanding in shaping the market entry strategy. The dialogues are ongoing with shaping the partnerships. Read more here: https://brnw.ch/21wLAJl #FocusAsia #BusinessSweden

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Danish fashion group BESTSELLER has reported an 8% rise in profits to DKK 5.3bn (£590m) for the year to 31 July 2024, despite a revenue drop. Read more below. #Bestseller #profits #fashionnews

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“Global fashion brands Gap, H&M, BESTSELLER and Mango are putting aside business rivalry to take part in a global project aimed at financing decarbonisation of the sector.” 👏👏👏 One of our core visions is to help retailers become more sustainable. These retailers are approaching that at the factory. Dropit’s approach is to help retailers reduce waste from overbuying. When retailers make smarter decisions with our solution, stock is located where it’s most likely to sell. This is inventory optimization, contributing to less waste. It’s a win for sustainability and profitability. Learn more about what Dropit can do at https://www.dropit.shop/ https://lnkd.in/eXnuSF44 #inventorymanagement #dropit

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My Journey with Vanten: The Challenges I Face as a Fashion Entrepreneur Running Vanten has been an amazing experience, but it hasn’t always been easy. Every day brings new challenges, from turning creative ideas into clothes people love to making sure each customer is happy with their purchase. As Vanten grows, I’m learning how to balance design, sustainability, and keeping things affordable. Here are some of the challenges I’ve faced along the way, and how they’ve shaped the brand. Turning Creative Ideas into Reality – It’s exciting to dream up new designs, but making sure they’re wearable, practical, and still fit our brand's vision can be tricky. Managing Customer Expectations – Ensuring every customer is happy with their order, whether it’s about fit, quality, or delivery timing, is a challenge I always focus on. Keeping Up with Fashion Trends – Fashion moves fast! The pressure to stay on trend while keeping true to Vanten’s identity can sometimes feel like walking a fine line. Dealing with Shipping and Delays – Shipping isn’t always smooth, and when delays happen, it can affect our customers’ experience, which is frustrating for everyone. Balancing Sustainability and Affordability – I’m passionate about sustainability, but it’s tough to offer eco-friendly options without raising prices, and I want Vanten to stay affordable for our customers. Growing While Staying Personal – As the business grows, maintaining that personal connection with each customer becomes harder, but it’s something I refuse to let go of. Handling Customer Feedback – Not every review is glowing, and learning from critical feedback without taking it personally is one of the hardest but most important lessons. Building a Strong Online Presence – With so many fashion brands online, standing out and reaching the right audience takes constant effort and creativity. Navigating Cash Flow – Managing finances, especially when it comes to investing in new collections while ensuring a steady cash flow, is always a balancing act. Consistency in Quality – As we grow, keeping the quality of every piece consistent, especially with the made-to-order model, is something I pay close attention to. Through all these challenges, I’ve grown not just as a business owner, but as a person. Every obstacle teaches me something new, and I’m excited to continue this journey with Vanten, knowing that the best is yet to come. Thank you for being a part of it! #Entrepreneurship #BuildingVanten #VantenJourney #FashionWithPurpose #WomenInBusiness

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Creating a sustainable industry and offer is easy to talk about, but it is less easy to deliver - and the cost will always be an issue. But we, as an industry and as brands, must be looking at real solutions to ensure the cost is not lazily passed on to shoppers. With news that H&M, Gap, MANGO and BESTSELLER are seeking to deliver loans for decarbonisation by manufacturers we are seeing steps in the right direction, but more schemes - and ones which truly delvier in the eyes of consumers - are needed. #sustainability #fashion #transparency

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The Rise of “Middle-Tier” Fashion Brands LVMH Ventures has invested in Swedish menswear brand Our Legacy, marking another strategic move into the growing 'middle-tier' fashion segment. Founded in 2005, Our Legacy joins recent LVMH investments like Aimé Leon Dore in a category commanding significant interest relative to its size. Why the Middle Tier Matters These brands occupy a sweet spot between accessible fashion and luxury, defined by competitive price points, a quality-first ethos, and strong cultural cachet. 1) Strategic Pricing While luxury shirts from houses like Prada Group command £600+, brands like Our Legacy, Mfpen, and #Sunflower price between £150-300. This positioning is intentional. As Mfpen founder Sigurd Bank notes, "Everyone in Scandinavia is middle class. I barely know anyone who can afford luxury." With European luxury prices rising sharply since 2019, middle-tier brands offer an attractive alternative for style-conscious consumers: expensive enough to feel aspirational, yet accessible to those sensitive to fashion’s surging price points. 2) Quality-First Approach These brands prioritise fabrics, silhouettes, and construction over logo power, aligning with shifting consumer values favouring "fewer, better things" and quiet luxury. Scandinavian brands in particular have a recognisable silhouette—often cropped or loose—that feels premium, while Mfpen only creates around 150 pieces per style. “We like to make money but don’t want to [scale] too fast,” Bank explained to Vogue Business. 3) Cultural Cachet The Scandinavian fashion scene has created powerful creative networks, with designers frequently collaborating and supporting each other's work. As Louis Cheslaw documents in his menswear column for Magasin, these brands form a creative clique, with designers fostering a strong social scene. When something’s hot, people want in. With design at the core, association has become a driver in making middle-tier brands aspirational. Many industry insiders now favour understated aesthetics and the subtle flex of ‘knowing the founder’ over brute brand power. What’s Next? Most luxury houses were built in a different era—many are over 50 years old, with infrastructure designed for yesterday's market. Middle-tier brands, born digital and agile, excel at building loyalty through direct customer relationships, considered product development, and careful brand management. LVMH's investment in Our Legacy isn't just about the brand—it’s about accessing this new playbook. As the middle tier continues to grow, expect more strategic investments from luxury groups seeking to modernise their approach via middle-tier expertise. The future of luxury may well be shaped by these smaller players who've mastered the balance of quality, accessibility, and contemporary appeal. — Follow edition+partners for more. #ourlegacy #mfpen #middletier

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Tax Transparency Insights Welcome to Tax Transparency Insights from Project AITAX13 We are delighted to kick-off our first Tax Transparency Insight Report by reviewing Pandora Group 2023. As the world’s largest jewellery brand, Pandora also has a vision to be the most desirable jewellery brand in the accessible luxury market. Pandora Group is a leader in sustainability and their sustainability strategy is also reflected in their approach to taxes (including their transparent Pillar 2 Impact plans). They are open and transparent in terms of Public Country by Country Reporting - years ahead of their peers - and should be applauded for their commitment to Tax Transparency. The first Project AITAX13 Tax Transparency Insights Report covers Pandora Groups 2023 Report with comparatives from 2022 and 2021 * A Tax Overview - looking at the Group Effective Tax Rate and the material impact of the Thailand Incentive Programme * A Transfer Pricing Review - focusing on Denmark, Thailand, US, Germany and Mexico  * A Net Margin by Country Review - reflecting the potential risks associated with the application of Transfer Pricing in a number of countries * A Headcount by Country Review - reflecting significant headcount changes in Thailand, US and other countries. * An ETR by Country Review - highlighting potential post Transfer Pricing issues in Thailand, UK, Mexico, Italy, France and China * A Trading Performance by Country Review - focusing on post Transfer Pricing Losses recorded in 2023 in 8 of the 46 countries. We hope you enjoy our report - the first of our Tax Transparency Insights Reports. It is our intention to release 2 `Tax Transparency Insights` Reports each week (focusing on a specific company, industry or country). We welcome comments / feedback / recommendations for future enhancements to our Reports and our Knowledge Database (https://lnkd.in/eKtjicHg) Thank you, The Project AITAX13 Team

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Some interesting and exciting news in the #retail and #footwear industry Drayton found this week: 1. Have you heard of microfactories? Danish supply chain startup Rodinia Generation think they have the answer to a design-make-sell model in fashion, to design-sell-make. These microfactories will provide fast, low impact production. Using 5 machines connected by software, coded by Rodinia, fabric is printed, cured and cut to specification, all without the use of any water or toxic chemicals. 2. Marks and Spencer (M&S) has revealed plans to invest more than £30m in its London stores network during 2024 and 2025. The investment is part of M&S’s store rotation programme, which aims to establish 180 higher quality, higher productivity full-line stores and 420 food halls. The initiative is expected to create 100 new jobs. 3. Nike vs adidas stripes dispute sees partial Nike victory in Germany. The Duesseldorf Regional Court had previously prohibited Nike Retail from offering and advertising five specific pairs of sports trousers with a two or three-stripe pattern on the outer seam, following a trademark violation lawsuit filed by adidas in 2022. The ruling was appealed by Nike, which contended that adidas’ claims over the three-stripe design were excessively restrictive and that striped decorations are not inherently indicative of a single brand. 4. Deckers Brands-owned HOKA made its mark as a premium footwear option for the running community. Deckers‘ chief executive officer Dave Powers discussed Hoka’s evolution from a shoe for hard-core runners to a brand being adopted by people outside of the sport. According to Powers, this phenomenon is part of a larger trend taking place within fashion and running. “I believe there’s a generalised trend out there that running is kind of becoming the new streetwear. 5. Exercise equipment brand Peloton Interactive, which grew in popularity during the pandemic, has launched a rental service as sales decline. The brand went from 2 million global members to more than 7 million between January 2020 and March 2022 as people were in their home looking for forms of exercise. However, since then the brand has reported falling revenue and sales. Now offering a rental service for £99 a month, which includes access to all its live online classes and back catalogue. #exercise #apparel #runner

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In case you missed it, earlier this week Drapers reported on the biggest trends from the catwalks of Copenhagen Fashion Week, which ran 5-9 August. From bubble skirts at Nicklas Skovgaard to striped polo shirts at Baum und Pfergarten, we bring you the top trends. See them below. #CPHFW #SS25 #catwalks #Copenhagen #fashionweeks #fashiontrends

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What’s next for Fashion? As we move from SS24 into SS25, the fashion world seems ready for another exciting evolution. The spring/summer seasons are always a time of reinvention, where designers push boundaries, experiment with new ideas, and set the tone for the coming year. Many fashion brands have even launched their SS25 collections, with the runways revealing various trends destined to make waves. So, what does the future hold for fashion? What trends will define SS25, and how will they build upon the innovations of SS24? Here’s a look at the standout trends style-conscious individuals can expect in the spring/summer 2025 season. ●     Sustainable Fashion Revolution ●     Explosion of Bold Colors and Animal Prints ●     Fusion of Artisanal Craft and High Fashion ●     Gender-Fluid Fashion ●     Evolution of Digital Couture ●     Nostalgia Reimagined: A Return to the 2000s ●     Tech-Infused Fabrics ●     A Season of Boldness, Innovation, and Inclusivity Analyzing all the SS25 runways organized till now, it can be predicted that fashion will be all about vibrant, bold colors and eye-catching animal prints in the coming years. Designers are increasing the intensity with neon hues, vivid primary colors, and daring color combinations that command attention. Animal prints, too, will experience a resurgence, but with a twist. Leopard, zebra, and snake patterns will be reimagined in unexpected colorways, such as electric blues, fiery reds, and neon greens. These prints will appear on clothing and accessories like bags, shoes, and even jewelry, adding a touch of wild, untamed energy to any outfit. Therefore, fashion will be anything but shy this season, with outfits designed to make a bold, confident statement. SS25 holds the great potential to be a season of bold innovation and inclusivity. Designers will explore new materials, technologies, and cultural influences. The fashion industry will continue to evolve, reflecting our diverse and dynamic world. Whether through sustainable practices, digital couture, tech-infused fabrics, or the revival of nostalgic trends, SS25 is predicted to be a season that celebrates creativity, individuality, and the limitless possibilities of fashion.It’s believed that runways will be adorned with more unisex collections- garments designed to fit a range of body types and genders. Fabrics like silk, satin, and chiffon will be used unconventionally, creating looks that no longer need categorization. Silhouettes will become more fluid, blurring the lines between masculine and feminine styles. And accessories will also play a key role in this movement, with gender-neutral bags, shoes, and jewelry becoming wardrobe staples. #fashion #fashionindustry #retouching #photography #photoediting #imagetransform #creatives #ecommerce #ecommercephotography

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🌍✨ Join us at the Global Fashion Summit in Copenhagen from May 21st-23rd! This year's theme focuses on ambitiously addressing societal and environmental impacts while challenging the existing paradigm. The fashion industry is operating in turbulent times. But instead of becoming an afterthought, sustainability must be framed as a strategy for industry resilience. At ProcureCircular, we are committed to accelerating the industry's transition to a sustainable footprint, where environmental considerations are integral to every business decision. Our B2B SaaS platform is at the forefront of supporting this change. 🌿 Don’t miss out on a unique opportunity for a one-on-one session with our Managing Director, Jordanna Marshall. Discover innovative ways ProcureCircular can enhance your brand’s commitment to sustainability in 2024 and beyond. 👗 Book your time with Jordanna at the summit ➡️ https://loom.ly/--kn_OA We look forward to connecting with you and exploring the future of fashion together! #GlobalFashionSummit #CircularEconomy #SustainabilityInAction #GreenInnovation #B2BSaaS #SustainableSourcing #EcoFriendlyBusiness #SustainabilityJourney #SustainableFuture #EcoInnovation #GreenBusiness #WasteReduction #EnvironmentalStewardship #ZeroWaste #ESGReporting

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Swedish fashion giant H&M Group has reported “slow sales” during the third quarter as operating profit reached SEK 3.5bn (£250m) during the period. “Despite a challenging start, we conclude the quarter with sales on par with last year in local currencies.” Find out more below. #retailnews #fashion #HMGroup #retailsales

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🔍Reducing Fashion Returns with AI in Sweden Sweden faces a 48% return rate in fashion eCommerce, impacting profitability as the market is set to reach $1.5 billion by 2024. 📈 With size and fit issues accounting for over 50% of returns and practices like bracketing, innovative solutions are crucial. By offering virtual try-ons 👗 and enhanced sizing guides, weon.ai can be a game changer in improving customer experience and reducing returns! #FashionEcommerce #ReturnsManagement #RetailInnovation #WeonAI

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It’s Retail Trends Tuesday! Each week, we spotlight innovative retailers to uncover emerging concepts and spark fresh, creative ideas. Join us to explore the latest trends and inventive approaches in the retail industry! This Week’s Feature: Ganni https://lnkd.in/dzhxfd2D The Danish fashion brand Ganni began in 2000 in a small gallery in Copenhagen, where a local resident produced cashmere clothing. When Ditte and Nicolaj Reffstrup took over the brand in 2009, they embarked on a major transformation. Since the relaunch, Ganni has seen a substantial increase in turnover and has become known for its inspirational and innovative sustainability initiatives. Ganni has introduced several notable initiatives to promote sustainability. One such initiative is Ganni Postmodern, a physical store where consumers can purchase garments from the brand’s past collections. Another is GanniRepeat, a platform for customers to resell their used clothes. Additionally, Ganni offers online rentals, allowing customers to rent clothing instead of owning it. The brand has also collaborated with innovative partners to develop sustainable materials, such as Mylo, a leather alternative made from mycelium, and Vegea, a leather alternative made from grape waste. Ganni’s approach is innovative for several reasons. The brand’s development and use of new materials demonstrate a commitment to innovative material solutions. Their circular economy model encourages sustainable consumption by facilitating resale and rentals, with a goal of generating 5% of income from these channels by 2025. #Ganni #RetailTrendsTuesday #RetailTrends #RetailInnovations #RetailConsultants #RetailExperts #RetailStrategy #JCWG #JCWilliamsGroup #EbeltoftGroup

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