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https://www.youtube.com/watch?v=3FGfHY6YSP4

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https://docs.google.com/forms/d/e/1FAIpQLSdFX-lAwK-0dn0ArCnP4oKbO70g5ZRB4zh5HKIyBmTfSnk4jA/viewform?vc=0&c=0&w=1&flr=0

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Alexa Chung will be the driven spokesperson for this platform launch. Chung will drive media awareness through her own channels and be the face of the campaign. During the launch event in February she will introduce the platform and sell her preloved Max Mara items.

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UK: Alexa Chung
Italy: Chiara Ferragni
Japan:
USA: Olivia Palermo

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WWF
The World Wide Fund for Nature (WWF, 2021) is the world's largest conservation organization. It has a global following of over five million people and is active in over 100 countries. They support around 1,300 conservation and environmental projects. WWF is a non-profit organization based in the United States. It was established in 1961. They operate in the fields of wilderness preservation and human-environmental impact reduction.

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https://www.olivela.com

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"The earliest years are the most important for a child's development, and missing out on learning now could have a devastating impact on their growth."

In partnership with Save the Children, we've helped provide 10,000 essential supplies-like meals and books- to families affected by school closures. Help us help even more.

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Shop Women's Designer Clothing, Shoes, Bags & Beauty | Olivela.com

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"The earliest years are the most important for a child's development, and missing out on learning now could have a devastating impact on their growth." In partnership with Save the Children, we've helped provide 10,000 essential supplies-like meals and books- to families affected by school closures. Help us help even more.

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https://www.businessoffashion.com/podcasts/

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Listen to the wide perspectives of the fashion industry's creative directors, CEOs, business leaders and experts. Make BoF your podcast source for fashion news & analysis.

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re

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https://www.youtube.com/watch?v=m1VCWajgMd8

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Vestiaire Collective: ‘Addicted to Fashion Dealing’ | UK TV ADVERT

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Consumers are aware of the environmental impact of the fast-fashion industry and are looking for a more sustainable way. The market for Vintage and second-hand clothing is growing, and consumers want to contribute to a circular fashion industry. High profile celebrities, influencers and luxury fashion brands are promoting Vintage in their styles, mixing and matching the old with the new.  The influence from these profiles are inspiring consumers to adapt to the trend, and this made Vintage the ´Cultural Zeitgeist´ of the last decade. (Trunzo, 2018)

These resale platforms play a crucial role in making the fashion industry circular and contributing to a circular economy. The circular economic system aims to eliminate waste and keep products and materials in use.  Companies like, Google, Phillips and Patagonia are now all adapting to the model and are in transit to “Close the loop”. (Bell, 2016). According to “The World Economic Forum”, companies who would transit to a circular economy in the coming five years, could create 100 000 new jobs and initiate one trillion dollars to the global economy.

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https://www.zoemagazine.net/162423-max-mara-launches-cameluxe/
https://www.lofficielsingapore.com/fashion/max-mara-takes-sustainability-to-the-next-level-with-its-cameluxe-initiative

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Max Mara CAMELUXE Ultra-fine insulating technology. Made in Italy

Pursuing a totally sustainable lifestyle is not always easy and, now more than ever, more responsible clothing options are needed than those proposed by the fast fashion industry. This is an objective that can be achieved with a production cycle based on Circular Economy models: upcycling is a great step forward in this direction.
Upcycling is a neologism that combines two concepts that do not always go hand in hand: on the one hand, the idea of ​​recycling; and, on the other, the idea of ​​improvement and quality (even if waste materials are used), hence the prefix "up".
In a Circular Economy, the aim is to create less waste, making the most of every possible material and fabric used in the production process. In the case of Max Mara, the surpluses deriving from the process of cutting the camel fabrics of the iconic coats (and not only) are recovered and reused to create a thermal insulator, a padding capable of preserving the same properties of the virgin materials, without need for further consumption of raw materials.

Made with a less impactful process in terms of energy consumption, waste production, use of water and CO2 emissions, CameLuxe represents a new frontier, giving new life to precious materials otherwise discarded. For this project, in September 2019, Max Mara received the CNMI in recognition for sustainability Award at the Green Carpet Fashion Awards.

CameLuxe is present in eleven models of the Max Mara The Cube SS20 collection

The integrated downcoat and accessories system born in 2008. Max Mara The Cube represents the search for innovation that has always characterized the company, in a mix between avant-garde spirit and easy living approach of contemporary clothing. Made of exclusive fabrics created specifically for this project, details with extraordinary characteristics, innovative design solutions, reversibility, modularity and a wide range of accessories make Max Mara The Cube a rich and functional collection with a clear and well-defined identity, highlighted by the unmistakable packaging: the cube ..
Available in stores and on maxmara.com

Check also: Max Mara Pre-Fall 2020 imagines a vernissage at a downtown gallery in the seventies

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Max Mara launches CAMELUXE - ZOE Magazine

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Max Mara CAMELUXE Ultra-fine insulating technology. Made in Italy Pursuing a totally sustainable lifestyle is not always easy and, now more than ever, more responsible clothing options are needed than those proposed by the fast fashion industry. This is an objective that can be achieved with a production cycle based on Circular Economy models: upcycling is a great step forward in this direction.

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A new report from BoF Insights reveals that just 5 to 7 percent of resaleable fashion is currently being bought and sold on resale platforms, resulting in an estimated $2.1 trillion of fashion sitting untapped in closets around the world.

The Future of Fashion Resale is published by the BoF Insights Lab, a new data and analysis unit at The Business of Fashion providing business leaders with proprietary and data-driven research to navigate the fast-changing global fashion industry. The report estimates that the global secondhand fashion market is currently worth $130 billion.

Of course, secondhand fashion has existed for decades, primarily in thrift and vintage stores, but the advent of online resale platforms has led to a step change in how used items can be bought and sold. Since 2019, there have been at least 13 new resale entrants, 6 new Resale-as-a-Service launches and 14 major brand partnerships.

Today, fashion resale is at an inflection point.

While a flurry of platforms and services have emerged in just the last few years, and a handful of platforms have gone public since 2019, the stock performance of these public companies has been mixed as markets debate the viability of their business models and contemplate their losses as these platforms invest to scale.

In tandem, brands and retailers are realising that they need to establish their own resale strategies as the resale economy becomes more entrenched. By engaging in resale, they have the opportunity to accrue economic benefits and deepen relationships with both new and existing customers, while influencing a product's positioning and residual value through its lifetime.

In speaking to brands and retailers, what we most often hear are analogies to how they debated e-commerce and/or outlets years ago - and a sense that they need to proactively craft a resale strategy now rather than reactively do so later.

While resale may be inevitable, crafting the right resale strategy is not. Industry participants need to evaluate a complex set of dynamics and weigh various options for how to engage, from partnerships to outsourcing capabilities to building them in-house.

In this new report, BoF Insights offers its perspective on online resale: how we think about the upside of the industry, how we believe the landscape will evolve, and how we recommend industry participants build their own resale strategies.
Why Buy the Report

The report provides a comprehensive overview of fashion resale that deepens the understanding of all current or would-be industry participants

Brands and retailers can leverage our framework to develop data-driven strategies for entering resale and/or enhancing their current tactics and initiatives

Investors can identify and stay abreast of challenges and opportunities in the fast-moving resale space

The report is based on a number of public and proprietary research inputs, including:

37 interviews with the founders, CEOs, and executive teams of leading resale platforms, Resale-as-a-Service (RaaS) companies, brands and retailers

Consumer surveys in the US, UK, France, Germany and China fielded by YouGov on behalf of BoF

Consumer survey of BoF's global community of fashion professionals

Proprietary quantitative analyses of industry penetration, size and growth

Companies covered in the report include ThredUp, Tradesy, Vestiaire Collective, Depop, Poshmark, The RealReal and many other emerging and established RaaS companies and platforms

The Future of Fashion Resale is the first in-depth analysis to be published by the BoF Insights Lab, a new data and analysis unit at The Business of Fashion providing business leaders with proprietary and data-driven research to navigate the fast-changing global fashion industry. For support and enquiries please email insights@businessoffashion.com.

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The Future of Fashion Resale Report - BoF Insights

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A new report from BoF Insights reveals that just 5 to 7 percent of resaleable fashion is currently being bought and sold on resale platforms, resulting in an estimated $2.1 trillion of fashion sitting untapped in closets around the world.

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Max Mara The Cube - Cameluxe, Portraits of Women - New York

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'S Max Mara - Here is The Cube, Fall/Winter 2012-13

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Why Your Clothing Choices Matter: thredUP Explains The Textile Waste Crisis

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Grand Opening of Max Mara Avenue De Luxe Flagship Store, Beijing

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Reach* - the number of people we managed to reach

Frequency* - how often someone sees the advert

Effective Frequency - how many times someone needs to see an advert to change their behaviour or think a certain way

Gross Rating Points - any particular medium that we buy (if I buy a GMB ad, I can get 250.000 people to see it - 25% of viewers, 25 GRP points)

Continuity - continuous advert stream (for example toothpaste ad - no specific time/season) either continuous or pulsing (big at a specific time)

Flighting - the plan of your media calendar, how we channel and time our media

*these ones are paid/bought

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This term we had an inspiring and productive webinar with the CMO of Max Mara, Andrea. After introducing himself and the brand I got to present my innovation and receive feedback. Happily Andrea seemed pelased with the idea and only had positive feedback.

Filippa: Let me introduce ”Max Mara Preloved”, the first Luxury in-house resale platform ever launched. ”Max Mara Preloved” Will offer a complete luxury experience both online and offline. Customers will choose to submit their preloved items digitally or visit us in stores. The preloved items will be displayed in flagships worldwide for customers to try and feel. In this way, the platform will drive online presence and in-store engagement. Customers will choose between a 70% store credit for every sold product or donate the sale to the environmental charity organisation, WWF. We hope to keep our loyal customers within the company and at the same time give back to our planet. The exclusive platform will guarantee outstanding quality and full authentication of the vintage products for a unique luxury experience. Based on primary research of webinar and conducted survey, there is a great interest and demand for sustainable actions.

Andrea: I do not want to say too much, but this is very much in time of the zeitgeist, and Max Mara is in the loop. Very interesting and good project, well done.

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https://www.patagoniaworks.com/press/2021/12/8/patagonia-wins-award-from-us-state-department

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Patagonia Wins Award from U.S. State Department — Patagonia Works

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The company won the Secretary of State’s Award for Corporate Excellence in the Climate Innovation category for its commitment to nature and the planet   Patagonia Inc. today won the Award for Corporate Excellence (ACE) from the U.S. Department of State for Climate Innovation because of th

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Bottega Veneta, Kering Group Press Release

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Bottega Veneta, Kering Group Press Release

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https://www.kering.com/en/news/bottega-veneta-appoints-matthieu-blazy-as-creative-director

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Bottega Veneta appoints Matthieu Blazy as creative director

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Customers will be able to go into the stores to hand-in their preloved Max Mara but also experience the re-sale platform physical in store. The preloved items will be displayed in flagship stores all over the world for customers to try it on and feel the quality.

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https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-on-experience/gibbs-reflective-cycle

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One of the most famous cyclical models of reflection leading you through six stages exploring an experience: description, feelings, evaluation, analysis, conclusion and action plan.

Below is further information on:

The model

Gibbs' reflective cycle

This model is a good way to work through an experience. This can be either a stand-alone experience or a situation you go through frequently, for example meetings with a team you have to collaborate with. Gibbs originally advocated its use in repeated situations, but the stages and principles apply equally well for single experiences too. If done with a stand-alone experience, the action plan may become more general and look at how you can apply your conclusions in the future.

For each of the stages of the model a number of helpful questions are outlined below. You don't have to answer all of them but they can guide you about what sort of things make sense to include in that stage. You might have other prompts that work better for you.

Description

Here you have a chance to describe the situation in detail. The main points to include here concern what happened. Your feelings and conclusions will come later.

Helpful questions:

Example of 'Description'

Feelings

Here you can explore any feelings or thoughts that you had during the experience and how they may have impacted the experience.

Helpful questions:

What were you feeling during the situation?

Example of 'Feelings'

Evaluation

Here you have a chance to evaluate what worked and what didn't work in the situation. Try to be as objective and honest as possible. To get the most out of your reflection focus on both the positive and the negative aspects of the situation, even if it was primarily one or the other.

Helpful questions:

What was good and bad about the experience?

Example of 'Evaluation'

Analysis

The analysis step is where you have a chance to make sense of what happened. Up until now you have focused on details around what happened in the situation. Now you have a chance to extract meaning from it. You want to target the different aspects that went well or poorly and ask yourself why. If you are looking to include academic literature, this is the natural place to include it.

Helpful questions:

Example of 'Analysis'

I think the reason that our initial division of work went well was because each person had a say in what part of the assignment they wanted to work on, and we divided according to people's self-identified strengths. I have experienced working this way before and discovered when I'm working by myself I enjoy working in areas that match my strengths. It seems natural to me that this is also the case in groups.

I think we thought that this approach would save us time when piecing together the sections in the end, and therefore we didn't think it through. In reality, it ended up costing us far more time than expected and we also had to stress and rush through the rewrite. I think the fact we hadn't planned how we were writing and structuring the sections led us to this situation.

I searched through some literature on group work and found two things that help me understand the situation. Belbin's (e.g. 2010) team roles suggests that each person has certain strengths and weaknesses they bring to a group. While we didn't think about our team members in the same way Belbin does, effective team work and work delegation seems to come from using people's different strengths, which we did.

Another theory that might help explain why we didn't predict the plan wouldn't work is 'Groupthink' (e.g. Janis, 1991). Groupthink is where people in a group won't raise different opinions to a dominant opinion or decision, because they don't want to seem like an outsider. I think if we had challenged our assumptions about our plan - by actually being critical, we would probably have foreseen that it wouldn't work. Some characteristics of groupthink that were in our group were: 'collective rationalisation' - we kept telling each other that it would work; and probably 'illusion of invulnerability' - we are all good students, so of course we couldn't do anything wrong.

I think being aware of groupthink in the future will be helpful in group work, when trying to make decisions.

Conclusions

In this section you can make conclusions about what happened. This is where you summarise your learning and highlight what changes to your actions could improve the outcome in the future. It should be a natural response to the previous sections.

Helpful questions:

What did I learn from this situation?

Example of a 'Conclusion'

Action plan

At this step you plan for what you would do differently in a similar or related situation in the future. It can also be extremely helpful to think about how you will help yourself to act differently - such that you don't only plan what you will do differently, but also how you will make sure it happens. Sometimes just the realisation is enough, but other times reminders might be helpful.

Helpful questions:

If I had to do the same thing again, what would I do differently?

Example of 'Action Plan'

Different depths of reflection

Depending on the context you are doing the reflection in, you might want use different levels of details. Here is the same scenario, which was used in the example above, however it is presented much more briefly.

Short example of Gibbs' reflective cycle:

Feelings:

Adapted from
Gibbs G (1988). Learning by Doing: A guide to teaching and learning methods. Further Education Unit. Oxford Polytechnic: Oxford.

This article was published on

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One of the most famous cyclical models of reflection leading you through six stages exploring an experience: description, feelings, evaluation, analysis, conclusion and action plan.

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https://ba.maxmara.com/editorial/anniversary