# data[].attributes.body
Scotch and Soda X Capsule Collection "Fibre"

# data[].attributes.attachment_link.title
Prakriti Poddar INP Scotch and Soda X Fibre

# data[].attributes.headline
LONDON FASHION WEEK : WGSN (MENSWEAR SS20)

# data[].attributes.subject
LONDON FASHION WEEK : WGSN (MENSWEAR SS20)

# data[].attributes.body
THE CAPSULE COLLECTION WAS MADE FOR THE UK MARKET. HENCE IT WAS IMPORTANT TO LOOK IN TO THE REPORT CURATED BY WGSN FOR LONDON FASHION WEEK FOR THE RANGE PLAN AND TREND ANALYSIS

# data[].attributes.body
IT WAS IMPORTANT TO CONSIDER THE BUYERS POINT OF VIEW WHILE CREATING THE RANGE PLAN

# data[].attributes.body
KEY ITEMS AND TRENDS TAKEN INTO CONSIDERATION

# data[].attributes.body
STRATEGIES TAKEN INTO CONSIDERATION FOR RANGE PLAN

# data[].attributes.headline
BUYERS BRIEFING NEWNESS ON FABRIC TRENDS AND DETAILS

# data[].attributes.subject
BUYERS BRIEFING NEWNESS ON FABRIC TRENDS AND DETAILS

# data[].attributes.body
RESEARCH FOR TRIMS, FABRIC AND DETAILS FOR S/S20 (MENSWEAR)

# data[].attributes.body
STRIPE EVOLVE INTO A CORE LOOK FOR S/S20

# data[].attributes.headline
WGSN DESIGNING EMOTIONS FABRIC FORECAST S/S 20

# data[].attributes.subject
WGSN DESIGNING EMOTIONS FABRIC FORECAST S/S 20

# data[].attributes.body
MENS TEXTILE FORECAST FOR S/S20

# data[].attributes.headline
KNIT AND JERSEY TREND FOR S/S 2020: WGSN

# data[].attributes.subject
KNIT AND JERSEY TREND FOR S/S 2020: WGSN

# data[].attributes.body
RESEARCH ON FABRIC FOR MENSWEAR

# data[].attributes.body
BIG IDEAS 2020 FOR COLOUR ANALYSIS

# data[].attributes.body
BUYERS REVIEW ON COLOUR AND PRINT FOR S/S 2020 FOR MENSWEAR

# data[].attributes.body
WGSN

# data[].attributes.body
INSPIRATION FOR CONCEPT AND MOOD: WGSN

# data[].attributes.body
INSPIRATION FOR MOOD BOARD: PAGE 1

# data[].attributes.body
GLOBAL DATA RESEARCH: MARKET VALUE AS PER PRODUCT CATEGORY FOR MENSWEAR

# data[].attributes.body
INSPIRATION FOR THE CONCEPT

# data[].attributes.body
FINAL BIBLIOGRAPHY WITH HARVARD REFERENCING

# data[].attributes.body
REFERENCE AS PER CATEGORY (DRAFT TO CREATE FINAL BIBLIOGRAPHY)

# data[].attributes.body
PRIMARY RESEARCH : SCOTCH AND SODA STORE

# data[].attributes.body
EXPERIAN CUSTOMER PROFILE 1

# data[].attributes.body
EDITED REPORT: MENSWEAR SPRING 2020 CHEATSHEET

# data[].attributes.body
EDITED REPORT FOR MENSWEAR S/S 2020 FOR COLOUR AND FABRIC

# data[].attributes.attachment_link.title
EDITED REPORT FOR SS20 COLOUR AND FABRIC

# data[].attributes.body
EDITED ANALYTICS FOR COMP SHOP AND MARKET POSITION

# data[].attributes.body
SCOTCH AND SODA ANALYTICS FROM EDITED.COM

# data[].attributes.body
EXCEL SPREADSHEET

# data[].attributes.body
PDF OF EXCEL SPREAD SHEET

# data[].attributes.attachment_link.title
Seasonal Range Plan Stores New-1 2_Range Plan-merged

# data[].attributes.body
EU BRANDS SOURCING FROM ASIA

# data[].attributes.attachment_link.readable_text
In Europe, sourcing in Asia isn't the standard go to. The region's cluster of sourcing countries-which includes places like Tunisia, Greece and Portugal-has provided an ecosystem that's supporting European brands' speed to market needs.

And most of these countries are supplying to Zara, which has figured out better than anyone else how to tap its neighbors to create a close, efficient supply chain.

Tunisia was the country of focus in the Manufacturing hall of Premiere Vision Paris last week, and it could be next to garner greater attention as a viable sourcing option for the EU market.

The country is known for its trousers and is a leader in North America when it comes to denim sportswear, according to Boujemaa Harbaoui, an expert in textiles for COM_TEXHA, a project aimed at strengthening the competitiveness of the Tunisian textile and apparel sector. After trousers, Tunisia's next biggest areas of production are intimates, swimwear and sportswear, and technical textiles.

There are 1,700 factories making textiles and apparel in Tunisia, and according to Harbaoui, annual turnover in 2016 was 2.3 billion euro ($2.75 billion), What the country still lacks, though, is raw materials.

"We buy raw materials worth 1.2 billion euro ($1.43 billion), so it's a big market for textile factories," Harbaoui said. "But the potential is here."

Zara, H&M, Boss and United Colors of Benetton are just some of the brands that have already picked up on that potential of sourcing in Tunisia.

Turning to Greece, manufacturers like DMiss have fast fashion down pat for its clients, which include Asos, VF and Guess.

"We work with many European clients with quick response orders," junior manager Thanos Papaioannou said. "We stock the fabric, they give us sales projections and we manufacture and ex factory in one and a half weeks." Without stock fabric on hand, production time is still a considerably low five to seven weeks.

Eighty percent to 90 percent of the fabrics DMiss uses in its products are made in Greece, which also keeps the supply chain short. The country is known for its jacquards and cotton quality.

The production isn't done in Greece, as labor costs there are on the higher side. DMiss has goods produced in Fyrom, Macedonia, which is less than a two-hour drive from the company's Thessaloniki home base.

Greece's price-quality ratio is what has set the country apart for clients, according to Papaioannou.

"I believe it's great value," he said. "If you go to Bangladesh, you have a very cheap price, but the quality is not good for a diffusion brand, for example."

And more than good quality for the price, brands are benefitting from a much shorter supply chain, which means fewer leftovers and greater flexibility.

"These companies order a lot less," Papaioannou said. For them, there's the time and opportunity to see what's selling well and cut into more of that, rather than buying everything up front and ending up with too much markdown product.

Portugal could soon be as top of mind for sourcing as Turkey, with its offerings continuously improving and its political stability becoming more and more of a competitive advantage as tensions around the world rise.

For Siena, a knitwear manufacturer 30 minutes outside of Porto, Portugal, whose clients include Zara, Pull & Bear, Carolina Herrera and Guess, interest in both the company and the country were high.

"We can do everything, so it's an easy way to get ready made garments," said Helena Pereira, who works in Sienna's commercial department. "We have the right places to make the fabrics, we have suppliers for the accessories as well, so it's an easy way to get the product ready in a short time." Lead times at Sienna start as low a six to seven weeks from order placement to ex factory.

Portugal has started to pick up some market share from Turkey as the two country's price points become increasingly comparable and Turkey's political tensions become increasingly problematic.

Portugal has know-how for apparel sourcing, more so now that Zara's been in town to help prepare manufacturers in the country to best fulfill its needs.

"Inditex Group is a big quota of the production in Portugal and it's helping the industry because they are pushing to develop in areas like finishing, sustainability, fashion, new techniques, in new fabric compositions, in logistics, in all the areas," Nuno Costa of Somani Sociedade Textil in Portugal. "And that made the textile industry in Portugal very flexible and very developed."

Somani has been in business for 30 years and produces in three main categories: toweling products, nightwear and loungewear, and baby wear and nursery products.

The vertically integrated business controls production almost entirely, with the exception of spinning, though the yarns Somani buys are most often from Portugal, sometimes from India. Scandinavia is one of the company's biggest markets, followed by Germany and France. Turnover at Somani is roughly 12 million every year and the employee count at its facilities is 100.

But it's the company's flexibility and speed to market that's among its biggest draws right now.

"Many customers are coming back from Asia because their business models require fast deliveries and many collections during one season," Costa said. "If you want to have that business model, you need to have suppliers that can adjust themselves to that business model...I think it's the benefit of doing business in Portugal."

# data[].attributes.attachment_link.title
Here's How EU Brands are Sourcing for Speed to Market

# data[].attributes.attachment_link.description
In Europe, sourcing in Asia isn't the standard go to. The region's cluster of sourcing countries-which includes places like Tunisia, Greece and Portugal-has provided an ecosystem that's supporting European brands' speed to market needs. And most of these countries are supplying to Zara, which has figured out better than anyone else how to tap its neighbors to create a close, efficient supply chain.

# data[].attributes.body
EU BRANDS SOURCING FROM EAST AFRICA

# data[].attributes.attachment_link.readable_text
In the past two years, a number of European companies-among them, H&M, Primark, and Tesco-began sourcing some of their garments from Ethiopia. The rest of the apparel industry took notice: since 2013, there has been rising interest in not just Ethiopia but also other East African countries as potential sourcing destinations for apparel. Also contributing to the buzz is the renewal of the African Growth and Opportunity Act (AGOA), which gives certain countries in sub-Saharan Africa duty-free access to the US market.

What is the true potential of East Africa to grow into a major garment-sourcing hub? To find out, we visited factories in the region; interviewed stakeholders, including manufacturers and buyers; and analyzed market data. In addition, we conducted our third survey of chief purchasing officers (CPOs), this time with a series of questions focused on East Africa. This year, 40 apparel CPOs, representing a combined $70 billion in 2014 purchasing volume, responded to our survey. We found that East Africa could indeed become a more important center for apparel sourcing, but only if stakeholders-buyers, governments, and manufacturers-work together to improve business conditions in the region.

Up-and-coming sourcing countries

Nearly three-quarters of survey respondents said, as they did in 2011 and 2013, that over the next five years they expect to reduce their purchases from Chinese firms. Chinese apparel production has indeed fallen since 2010-but China remains the undisputed giant of garment manufacturing, with approximately $177 billion in apparel exports in 2013.

Among CPOs surveyed, Bangladesh remains at the top of the list of future sourcing destinations, with 48 percent of respondents including the country in their top three (Exhibit 1). And 62 percent said they intend to increase their sourcing value from Bangladesh over the next five years. The next two up-and-coming countries are Vietnam and India, where, respectively, 59 percent and 54 percent of surveyed CPOs plan to increase their sourcing value in the next five years. Yet the combined apparel exports of Bangladesh ($24 billion), Vietnam ($17 billion), and India ($17 billion) still amount to less than one-third of China's.

For the first time in our survey, African nations appear on the list of countries expected to play more important roles in apparel manufacturing. Ethiopia, notably, is seventh on the list.

The East Africa opportunity

According to United Nations projections, sub-Saharan Africa will have the highest growth in working-age population anywhere over the next 20 years. By 2035, the working-age population in the region is expected to be as large as China's today-more than 900 million people. This massive labor pool is capturing the attention of several industries, including apparel.

Within sub-Saharan Africa, East African countries-especially Ethiopia and Kenya, and to a lesser extent Uganda and Tanzania-are of interest to apparel buyers (Exhibit 2). The governments of both Ethiopia and Kenya are taking steps to develop their domestic textile and garment industries.

Each of the two countries has strengths and weaknesses. Our research and interviews revealed, for example, that Ethiopia has cost advantages whereas Kenya boasts higher production efficiency. Challenges common to both countries include poor infrastructure, cumbersome customs processes, a dearth of technical and managerial talent, and low levels of social and environmental compliance.

Ethiopia

Apparel buyers today are sourcing basic, large-volume items from Ethiopia: T-shirts accounted for 46 percent of the country's exports to the EU-15, and trousers 31 percent. As much as 60 percent of exports are sent to Germany and 10 percent to the United States. But Ethiopia accounts for a mere 0.01 percent of total apparel exports, according to the World Trade Organization.

Why, then, is Ethiopia such a hot topic for apparel buyers? Our interviewees and survey respondents said the biggest reason is cost: Ethiopia's wages for garment workers are among the lowest globally, at below $60 per month, and work-permit costs for foreign workers are less than one-tenth those in neighboring Kenya. Additionally, Ethiopia has low electricity prices. The country has a strong supply of hydroelectric power, and while the power grid is not the most reliable, the Ethiopian government is building a separate grid for new industrial zones currently under development.

Ethiopia could someday become a source of raw materials: it has more than 3.2 million hectares of land with a suitable climate for cotton cultivation. Yet, barely 7 percent of that land is being used today. The combination of low land-utilization rates, planning errors, low crop yields, and quality problems means Ethiopia has had to import cotton. Social compliance has also been an issue. For example, organic-cotton cultivation recently suffered a setback after garment manufacturers supplying European firms became entangled in land-grabbing accusations in Ethiopia's Omo Valley.

Another problem is production efficiency, which currently runs between 40 and 50 percent, and long lead times. Eighty percent of the CPOs in our survey cited production inefficiency as a challenge to the growth of apparel sourcing in Ethiopia.

Kenya

Like Ethiopia's, Kenya's apparel industry currently specializes in supplying high-volume bulk basics such as trousers, which account for 58 percent of its exports to the United States. The typical minimum order size is 10,000 pieces; the country's larger players have minimum order sizes of 25,000 to 50,000 pieces.

Kenya has benefited greatly from AGOA-92 percent of its apparel exports in 2013 went to the United States, according to UN Comtrade. Suppliers we interviewed said the EU's Economic Partnership Agreement isn't as much of an incentive: the overall duty-free advantage is less than that of AGOA, and the competition with low-cost Asian countries is stiff, as they too are benefiting from preferential agreements with the European Union. Some Kenyan manufacturers said they aren't eager to expand their business to Europe because they perceive European buyers as more demanding with respect to lead times, order sizes, and quality.

The capacity of Kenya's garment factories has grown markedly in recent years, thanks to foreign direct investments from Asia and the Middle East, as well as support from the Export Processing Zones developed by the Kenyan government. Factories have grown larger and more efficient; they now have around 1,500 employees on average compared with around 560 in the year 2000.

However, as a result of the lack of a local upstream industry, manufacturers must import fabrics-which means considerably longer lead times. Fabrics from overseas can take up to 40 days to make their way through customs and to a garment factory. Manufacturers and buyers alike said that another challenge of doing business in Kenya is comparatively high labor costs, with monthly wages for garment workers in the $120 to $150 range. Energy costs are also high, and because the power supply is spotty, factories often have to rely on generators. In Africa, power from generators works out to be four times as expensive as power from the grid.

Like Ethiopia, Kenya will need to address compliance and risk issues if it is to attract more international buyers. According to the CPOs we surveyed, corruption, high crime rates, and poor social compliance are among the core challenges they face in Kenya.

Future scenarios for East Africa

As part of our analysis, we created, tested, and refined three scenarios for the evolution of East Africa-in particular, Ethiopia, Kenya, Tanzania, and Uganda-over the next decade (Exhibit 3). In 2013, these four countries' apparel exports totaled $337 million.

The first scenario is that East Africa will remain a niche market. This scenario assumes that free-trade agreements with the United States and the European Union will continue. In part as a result of volatility in currencies and equity markets, the prospects for the region will remain rather modest.

In the second scenario, East Africa becomes a new sourcing option for several large players in the basics categories, and the region's apparel exports more than double. In this scenario, East Africa's garment companies move beyond cut, make, and trim facilities and embark on the path to vertical integration-but this process could take several years. If East Africa is to experience sustainable growth in garment manufacturing, collaboration among all stakeholders is a must.

Would you like to learn more about our Retail Practice?

A third scenario assumes that major apparel companies from around the world begin to open sourcing offices in East Africa. The region attracts enough investment to upgrade facilities and recruit skilled workers, and its export volumes approach those of countries such as Mexico or Pakistan. But even in this scenario, it could take years for vertically integrated, indigenous players to appear in the region-and that might be achievable only if the countries cooperate to build regional value chains.
If East Africa is to experience sustainable growth in garment manufacturing, collaboration among all stakeholders is a must. Governments, for instance, might consider whether to invest in infrastructure, support local entrepreneurs, diversify free-trade agreements, and build market-oriented educational institutions. Suppliers will need to embrace performance improvements and management training, upgrade their facilities and offerings, and enter into long-term partnerships with buyers. All parties will need to make every effort to ensure social and environmental compliance. Buyers, for their part, would do well to support the capability-building efforts of East African suppliers and begin to evaluate the region as a true strategic option rather than just a testing ground.

This article is adapted from Sourcing in a volatile world: The East Africa opportunity (PDF-2MB), an April 2015 report from the Apparel, Fashion & Luxury Group in McKinsey's Retail Practice.

About the author(s)

Achim Berg is a principal in McKinsey's Frankfurt office, Saskia Hedrich is a senior expert in the Munich office, and Bill Russo is a director in the Nairobi office.

The authors wish to thank Benedikt Berlemann for his contributions to this article and the research that underlies it.

# data[].attributes.attachment_link.title
East Africa: The next hub for apparel sourcing?

# data[].attributes.attachment_link.description
In the past two years, a number of European companies-among them, H&M, Primark, and Tesco-began sourcing some of their garments from Ethiopia. The rest of the apparel industry took notice: since 2013, there has been rising interest in not just Ethiopia but also other East African countries as potential sourcing destinations for apparel.

# data[].attributes.body
TUNISIA AND SUSTAINABILITY

# data[].attributes.attachment_link.title
Sustainability underpins Tunisia jeans sourcing success

# data[].attributes.attachment_link.description
Tunisia is underpinning its success as a jeans supplier by promoting its quality specialist production that employs sustainable environmental and social practices. related to Apparel, Fibres & fabrics, Manufacturing, Sourcing,

# data[].attributes.body
TEXTILE INDUSTRY IN TUNISIA

# data[].attributes.attachment_link.provider_name
Kohan Textile Journal _ Middle East Largest Textile Portal

# data[].attributes.attachment_link.readable_text
Textile industry in Tunisia

European countries import 96 per cent of Tunisia's total textile and apparel exports; France, Germany and Italy alone receive 75 per cent. ... Expertise is spread over spinning and thread making, fabric weaving, finishing, hosiery, knitting, the manufacture of woven and knitted clothing as well as other textile products.

Tunisia is among the top 15 garment suppliers in the world and has the advantage of being close to the European market. It is the fifth largest supplier to the European Union, as well as the leading trouser supplier to the EU. Other important products are work wear and lingerie. The main foreign investors in the apparel sector in Tunisia are France, Germany, Belgium and Italy.

This web site is a part of a project initiated by the chamber of commerce and industry of the center and funded by the FAMEX ( foreign markets access fund ) in order to offer to Scandinavian companies the opportunity to meet selected Tunisian companies and to explore further partnership and production opportunities.

The Scandinavian apparel and fashion industry is characterized by the emergence of many new brands and designers; Tunisian apparel industry offers many opportunities to Scandinavian countries. Thanks to its assets in terms of flexibility, reactivity, adaptable production volumes, just-in-time delivery, communication skills and fundamental respect for social and environmental standards.

Tunisia enjoys several comparative advantages, such as low labour cost and proximity to the EU market. According to the 2007 textile labour cost comparison by Werner International, the average cost per operator hour in the Tunisian industry is significantly lower than in Morocco and Turkey.

Due to the reactivity of the Tunisian apparel sector delivery times ( 2 to 3 weeks ) are lower than Turkey and Poland ( 3 to 4 weeks ) and definitely lower than India and China (12 à 20 weeks).

Thanks to its proximity to Europe, Tunisian Workers are familiar with the european mentality and work culture. Italy is only 1 hour away from Tunis by aeroplane, France and Germany 2 hours away, Copenhagen and Stockholm are 2h 30 and 3h away respectively. Most of the tunisian factories employ multi-linguistic skilled workers: French, English, Italian and German are widely used.

FUNDAMENTAL RESPECT FOR SOCIAL
AND ENVIRONMENTAL STANDARDS AND NORMS
Tunisia is a signatory to the Geneva Convention on the conditions of the employment of child labour. All companies must comply with social rules and regulations; systematic control procedures ensure that these social standards are respected.

MAIN CLIENTS AND REFERENCES
More than 200 brands are currently working in Tunisia. here is a non-exhaustive list of known brands : Armand Thierry, Benetton, Cacharel, Diesel, Balmain, 4 You, G.Laroche, Hugo Boss, Kookai, Lacoste, Adidas, Catimini, Lee.
Certification for products, systems and environment have become widespread among sector enterprises as has the development of labelling such as OEKO-TEX, ECOLABEL...(see the website menu and read more under the headline social and environmental standards and norms).

MAJOR REASONS FOR CHOOSING TUNISIA
* Competitive production costs
* Flexible and adaptable production system
* Qualified and available human resource.
* Respect of delivery time frames.
* Reliable and high-performance sourcing.
* Respect of social and environmental standards.
* Full line of services available from sub-contracting to co-contracting and finished products.

Sector Overview
The Textiles and clothing industries (TCI) sector is comprised of some 2,094 industrial enterprises employing 10 or more persons, of which 1,656 produce exclusively for the export market.

PARTNERSHIP
The Sector counts 971 enterprises with foreign participation, of which 635 are wholly (100%) foreign owned.
The leading foreign investors in the textile/clothing sector are: Italy, Belgium, Holland, France, Algeria and USA.

EMPLOYMENT AND HUMAN RESOURCES
* Textile/clothing industries provide the largest number of jobs in the manufacturing sector, employing 205,911 people, 46% of all manufacturing jobs.
* Accessible quality education for all citizens has endowed Tunisia with a young human resource pool (supervisors, technicians, designers, engineers).
* The country has over thirty centres for specialised education covering the textiles industries: 8 sectorial centres for training supervisors and technicians; a higher institute of textiles for senior technicians; a textile engineer university; a higher institute for fashion professionals; a textile design department within the fine arts university.

# data[].attributes.attachment_link.title
Textile industry in Tunisia - Kohan Textile Journal _ Middle East Largest Textile Portal

# data[].attributes.attachment_link.description
European countries import 96 per cent of Tunisia's total textile and apparel exports; France, Germany and Italy alone receive 75 per cent. ... Expertise is spread over spinning and thread making, fabric weaving, finishing, hosiery, knitting, the manufacture of woven and knitted clothing as well as other textile products.

# data[].attributes.body
SOURCING FROM TURKEY

# data[].attributes.attachment_link.title
Is Turkey still worth it for apparel companies?

# data[].attributes.attachment_link.description
Turkey can be an attractive location for the manufacturing of apparel and textile goods. Companies doing business in Turkey must keep in mind that certain challenges present can come with political and monetary costs.

# data[].attributes.body
BUYING AND SOURCING FROM TURKEY

# data[].attributes.body
EMPORIO ARMANI CAPSULE COLLECTION

# data[].attributes.body
EMPORIO ARMANI CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
The eagle has landed! Majestic, free- spirited, and elegant. All but a few words synonymous with the Giorgio Armani brand, all thanks to the eagle logo. Facing right - the brand has done just that, again and again. This time the symbolic ethos has taken a trip back to Milan, the company's birthplace, to celebrate 37 years of Emporio Armani.

And for all those to wait for the SS19 collection to hit the shelves, the brand has created a capsule collection available to shop as you read this. Boarding has got all the best contemporary bits: hoodies, caps, tees and bags. Keeping travelling comfort in mind, the subdued yet sleek essence of the Armani identity runs true in the SS19 show held at Linate Airport in Milan. Men and women in tow, the show encapsulated unity and pride in the best of ways. And then Robbie Williams performed and blew everyone's mind.

But this isn't merely a capsule collection, it's a statement: When you fly Linate, you fly Armani. Although you will come and go, what is true and foreseeable is that Emporio Armani is here to stay. There's no more excuses for eye-soaring comic-printed onesies, neck pillows and ghastly oversized track suits. Boarding is here, ready for boarding.
Emporio Armani Boarding collection is available in Emporio boutiques worldwide and online.

# data[].attributes.attachment_link.title
TEN LOVES : Emporio Armani Boarding Capsule Collection - 10 Magazine

# data[].attributes.attachment_link.description
The eagle has landed! Majestic, free- spirited, and elegant. All but a few words synonymous with the Giorgio Armani brand, all thanks to the eagle logo. Facing right - the brand has done just that, again and again. This time the symbolic ethos has taken a trip back to Milan, the company's birthplace, to celebrate 37 years of Emporio Armani.

# data[].attributes.body
TOMMY HILFIGER CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Watch the new Tommy Hilfiger 1990s-inspired Tommy Jeans capsule collection video for spring 2018, featuring a diverse community of rising stars and creative influencers, including models and musicians, each delivering a fresh new edge to the classic Tommy Jeans style

# data[].attributes.attachment_link.title
New in: Tommy Jeans capsule collection for spring 2018

# data[].attributes.attachment_link.description
Watch the new Tommy Hilfiger 1990s-inspired Tommy Jeans capsule collection video for spring 2018, featuring a diverse community of rising stars and creative influencers, including models and musicians, each delivering a fresh new edge to the classic Tommy Jeans style

# data[].attributes.body
TOMMY HILFIGER CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
In something of a throwback to their well remembered '90s campaigns, which featured a broad group of young stars from the world of music, fashion and film, Tommy Hilfiger have enlisted a new tribe of diverse creatives to model their Tommy Jeans Spring 2018 capsule collection.

Shot in London by photographer and filmmaker Christian Oita, the range's integrated digital campaign focuses on each cast member's unique characteristics, examining the drive that motivates their individual pursuits, and how the classic Tommy look is made their own.

Comprising up-and-coming artists IAMDDB and Jelani Blackman, singers Paloma Ford and Salma Slims, and creative influencers T-Bone and Rei, the campaign nods to Tommy's '90s heritage but with some bang up-to-date twists.

Central to this approach is a selection of subtly branded denim essentials, as well as more boldly emblazoned sweats that feature a new nautical-inspired spin, with searing pops of neon.

Clash favourites include statement outerwear - which for women includes a boxy hooded sailing pullover, and red denim jacket, and for men, almost matching colour-blocked sailing, and blue denim jacket options. Not to mention the icon shoe: a reworking of the 1997 Tommy Hilfiger 'Fly' model, which looks set to be sneakerheads' newest obsession.

The Tommy Jeans Capsule collection is fully available May 9th, with a wish list format available at the brand's online store from May 8th, allowing customers 24 hours to shop the collection first:
Join us on , as we get under the skin of global cultural happenings. Follow Clash Magazine as we skip merrily between clubs, concerts, interviews and photo shoots. Get backstage sneak peeks and a true view into our world as the fun and games unfold. Buy Clash Magazine Join us on , as we get under the skin of global cultural happenings. Follow Clash Magazine as we skip merrily between clubs, concerts, interviews and photo shoots. Get backstage sneak peeks and a true view into our world as the fun and games unfold. Buy Clash Magazine

# data[].attributes.attachment_link.title
Tommy Jeans Spring 2018 Capsule Collection

# data[].attributes.attachment_link.description
In something of a throwback to their well remembered '90s campaigns, which featured a broad group of young stars from the world of music, fashion and film, Tommy Hilfiger have enlisted a new tribe of diverse creatives to model their Tommy Jeans Spring 2018 capsule collection.

# data[].attributes.body
TOMMY HILFIGER CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Tommy Hilfiger brought back the '90s-and his famous Fly sneaker-with an all-star cast. The brand is taking us back to its heritage, albeit with a 2018 streetwear flavor. Think that signature red, white and navy logo but reimagined slightly as a nautical-style flag. The collection's pieces are all unisex, with bold colors and loose-fit denim jackets and hoodies.

The Tommy Jeans Spring 2018 capsule campaign was a celebration of individuality, diversity, and up-and-coming talent, from Atlanta rapper Salma Slims to artists Jelani Blackman and IAMDDB. The video, a very VHS-esque throwback, was shot by photographer and filmmaker Christian Oita.

IAMDDB talks about the vulnerability she expresses through her music while dancing in a Hilfiger neon yellow t-shirt and white hooded sailing jacket.

The new collection, out May 9, comes out at a perfect time, as we're in the current trifecta of streetwear, (seemingly perpetual) nineties nostalgia, and a deep love of logos, which also has its roots in late '90s-early 2000s wistfulness. Tommy Hilfiger burst on the scene in the '90s, an introduction by way of rapper Grand Puba, who rapped on an episode of :
"Well I be Puba on this here/The n***a from last year/Girbauds hanging baggy/Tommy Hilfiger top gear"
From there, the brand took off, replacing Polo as hip hop's logo of choice. By 1996, Hilfiger had won Menswear Designer of the Year by CFDA and, that year, launched Tommy Jeans, the sportier, younger sibling of Tommy Hilfiger. Aaliyah was one of the brand's most prominent supporters, a muse of sorts for Tommy Jeans.

With the Spring 2018 capsule, Hilfiger brings back what made the brand pop 20 years earlier: sporty-chic, unisex silhouettes, color-blocked logos, the Tommy underwear band rising just over the band of your pants. And The Fly, the sneaker that debuted in 1997 and was originally made for men, then adapted into a unisex version, will be back too. Slims and IAMDDB model the chunky street shoe with that classic color trio.

The Tommy Jeans revival is also in keeping with the current trend of brands refocusing on denim. With Off-White's reworked denim and Vetements' patchwork jeans, fashion is finally finding a way to reinvent the most American of fabrics, as Business of Fashion reported recently. It looks like the low-slung, dare we say, athleisure bagginess of the Tommy Jean could be just what we need this summer.

# data[].attributes.attachment_link.title
Tommy Hilfiger's Spring 2018 Capsule Collection Is Bringing Back the '90s

# data[].attributes.attachment_link.description
Tommy Hilfiger brought back the '90s - and his famous Fly sneaker - with an all-star cast. The brand is taking us back to its heritage, albeit with a 2018 streetwear flavor. Think that signature red, white and navy logo but reimagined slightly as a nautical-style flag. The...

# data[].attributes.body
ALLSAINTS CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
AllSaints introduces its new menswear capsule collection, titled "Nothing Really Happens" exclusively launched in a Selfridges Pop-up (for two weeks) and selfridges.com and on .

This collection celebrates classic men's fashion statements like corduroy trousers and jackets, cuban collar shirts, bomber jackets and leather bikers.

# data[].attributes.attachment_link.title
Allsaints x Selfridges 'Nothing really happens' capsule collection

# data[].attributes.attachment_link.description
AllSaints introduces its new menswear capsule collection, titled "Nothing Really Happens" exclusively launched in a Selfridges Pop-up (for two weeks) and selfridges.com and on . This collection celebrates classic men's fashion statements like corduroy trousers and jackets, cuban collar shirts, bomber jackets and leather bikers.

# data[].attributes.body
ALLSAINTS CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Sign up to receive exclusive updates on our new collections and special offers. To improve your experience we may; profile, segment, test, analyse and model your details. You can unsubscribe at any time via the link in your emails. Please refer to our Privacy Policy for further details.

# data[].attributes.attachment_link.description
Sign up to receive exclusive updates on our new collections and special offers. To improve your experience we may; profile, segment, test, analyse and model your details. You can unsubscribe at any time via the link in your emails. Please refer to our Privacy Policy for further details.

# data[].attributes.body
ALLSAINTS CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
'Nothing Really Happens' is the headline of AllSaints latest menswear capsule collection which is exclusively launched at Selfridges Pop-Up for the next two weeks and at from 11th September and from 13th September.

Celebrating core men's classics with a youthful intent and accessible to diverse age groups, we see a hue of tan and black pieces with friendly silhouettes. We love the tan corduroy trouser and jacket options as well as minimalist black stripes and basic prints on hoodies and a classic biker jacket.

'what's both frustrating and satisfying about menswear is that in some ways it never changes. All men grow up and get older, yet menswear often remains the same. Collections evolve, trends a come and go, but the staples in our wardrobes are a constant'. Wil Beedle, AllSaints' Creative Director.

# data[].attributes.attachment_link.title
AllSaints x Selfridges 'Nothing Really Happens' Capsule Collection

# data[].attributes.attachment_link.description
'Nothing Really Happens' is the headline of AllSaints latest menswear capsule collection which is exclusively launched at Selfridges Pop-Up for the next two weeks and at from 11th September and from 13th September. Celebrating core men's classics with a youthful intent and accessible to diverse age groups, we see a hue of tan and black pieces with friendly silhouettes.

# data[].attributes.body
SCOTCH AND SODA CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Scotch & Soda strives to provide you with relevant and personal information in a user-friendly way. For this we use different cookies and similar techniques ('cookies') on our websites and apps. We use functional and analytical cookies to provide for the best user experience. We, as well as third parties, also use tracking cookies on our websites and apps to show you customised advertisements and offers on our websites and apps, as well as on third party websites and apps. By clicking the 'Agree' button or by continuing to use this website you agree to the use of these cookies. You can find more information in our Cookie Statement. You can adjust your preferences here.

# data[].attributes.attachment_link.description
Scotch & Soda strives to provide you with relevant and personal information in a user-friendly way. For this we use different cookies and similar techniques ('cookies') on our websites and apps. We use functional and analytical cookies to provide for the best user experience.

# data[].attributes.body
SCOTCH AND SODA CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
The 90th anniversary celebrations for the classic animated property, Popeye, are well underway and only growing stronger, thanks to a new fashion-forward, nautical-themed clothing line to arrive courtesy of Scotch & Soda.

The limited edition capsule collection stars Popeye the Sailorman's nemesis Bluto - or Brutus - as he is known in Scotch & Soda's hometown of Amsterdam. Brutus takes centre stage across a range of souvenir jackets, while nautical cartoon scribbles decorate shorts, shirting, and more.

The Scotch & Soda Boathouse collection features apparel for men, women and children and includes denims, Hawaiian shirts, overalls and varsity inspired jackets, as well as sweats and hoodies.

"Scotch & Soda has a proven record in bringing innovative products to market, and when they had the original idea to create a nautical collection around Brutus, we knew it would be a hit with fans," said King Features vice president and general manager, global head of licensing, Carla Silva.

"Their impassioned commitment to developing a unique and authentic vintage look for Brutus was inspiring and is apparent in every design."

Scotch & Soda's creative director, Marlou van Engelen, said: "We found this brilliant, vintage Brutus garment on our travels and couldn't resist the magnetism of this muscly character. Brutus has this powerful, larger-than-life personality.

"He's Popeye's arch enemy and always up to something, His character decorates and inspires the designs of our workwear-heavy capsule. He's our Boathouse mascot."

With this limited-edition Brutus capsule collection, Scotch & Soda becomes the latest in a string of brands tapping into the Popeye universe, embracing the look and feel of one of the most beloved characters of the last 90 years.

# data[].attributes.attachment_link.title
Scotch & Soda celebrates 90 years of Popeye in latest clothing line - Licensing.biz

# data[].attributes.attachment_link.description
The 90th anniversary celebrations for the classic animated property, Popeye, are well underway and only growing stronger, thanks to a new fashion-forward, nautical-themed clothing line to arrive courtesy of Scotch & Soda. The limited edition capsule collection stars Popeye the Sailorman's nemesis Bluto - or Brutus - as he is known in Scotch & Soda's hometown of Amsterdam.

# data[].attributes.body
SCOTCH AND SODA CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Posted by kingfeaturesadmin on Monday, July 8, 2019 · Leave a Comment
On-Trend Apparel for Men, Women and Children Now Available in Stores and Online
NEW YORK, July 08, 2019-Get ready to get your villain on: As part of Popeye's 90 th anniversary year, King Features and fashion-forward clothing line Scotch & Soda have unveiled The Boathouse, a new nautical-themed, limited-edition capsule collection starring Popeye the Sailorman's nemesis, Bluto-or Brutus, as he's known in Scotch & Soda's hometown of Amsterdam. In custom graphics, Brutus takes center stage across souvenir jackets, while nautical cartoon scribbles decorate shorts, shirting and more.

The Scotch & Soda Boathouse collection features apparel for men, women and children and includes denims, Hawaiian shirts, overalls and varsity inspired jackets, as well as sweats and hoodies. The color card is a tight palette of monochromes, black and white washes with pop-accents of lifeguard red. The collection also features a variety of fun accessories including hats, caps, bags, belts, scarves, phones cases and laptop sleeves. Fans can show off their sailor swagger in style this summer with items available now in Scotch & Soda stores and at scotch-soda.com.

"Scotch & Soda has a proven record in bringing innovative products to market, and when they had the original idea to create a nautical collection around Brutus, we knew it would be a hit with fans," said King Features Vice President and General Manager, Global Head of Licensing Carla Silva. "Their impassioned commitment to developing a unique and authentic vintage look for Brutus was inspiring and is apparent in every design."

"We found this brilliant, vintage Brutus garment on our travels and couldn't resist the magnetism of this muscly character. Brutus has this powerful, larger-than-life personality. He's Popeye's arch enemy and always up to something," said Scotch & Soda Creative Director Marlou van Engelen. "His character decorates and inspires the designs of our workwear-heavy capsule. He's our Boathouse mascot."

With this limited-edition Brutus capsule collection, Scotch & Soda becomes the latest in a string of brands tapping into the Popeye universe, embracing the iconic look and feel of one of the most beloved characters of the last 90 years. Other brands paying homage to "Popeye and Friends" include popular streetwear brand HUF and the recently launched Popeye's Barbershop and Shave Company, a special 90 th Anniversary line of men's grooming products featuring Popeye and Bluto.

You can check out the Scotch & Soda Boathouse capsule now at www.scotch-soda.com.

Fans can visit Popeye.com for additional updates on Popeye's 90 th anniversary celebration.

About King Features
King Features, a member of the Hearst Entertainment & Syndication Group, is one of the largest and most experienced organizations in classic consumer product merchandising and licensing as well as the world's premier distributor of comics, columns, puzzles and games to print and digital outlets worldwide. King represents some of the most recognizable iconic property franchises, including "Popeye," "Betty Boop," "Flash Gordon," "The Phantom," "Mandrake the Magician" and "Hägar the Horrible." For more information, please visit www.kingfeatures.com.

About Popeye
Sailor. Tough guy. Hero. Legend. That's Popeye. An underdog with bulging forearms, a mean uppercut and a love of canned spinach, he is unassuming, unsophisticated and undeterred by a challenge. From the minute he walked into the comic strip, "The Thimble Theatre," and muttered his famous "Ja think I'm a cowboy?" line, Popeye the Sailor Man captured the hearts of millions of fans around the globe. As the star of his own comics strips and animated content on the big screen and small, Popeye became quickly ingrained in American culture, and today remains one of the most recognizable popculture icons in the world. Popeye is celebrating his 90 th anniversary in 2019. www.popeye.com

About Scotch & Soda
Scotch & Soda is inspired by the world and curated by Amsterdam. A team of passionate discoverers and collectors, scouring the globe for that painting, poem, vintage piece, ruin or artefact that sparks our never-ending curiosity. Treasures uncovered on worldly wanders are poured into collections and signature looks that clash eras, classics, places of inspiration, meshing unexpected fabrics and patterns. Men's, women's and children's collections all start life at our canal-side design studio in a former church in the heart of Amsterdam. Scotch & Soda has over 250 stores and can be found at over 8000 retailers, including the best global department stores and independents, and in our webstore.

Media Contact: Courtney Greenberg, DKC on behalf of King Features, Courtney_Greenberg@DKCNews.com, 212.981.5701

# data[].attributes.attachment_link.title
SCOTCH & SODA INTRODUCES 'THE BOATHOUSE,' A LIMITED-EDITION CAPSULE COLLECTION INSPIRED BY BRUTUS OF 'POPEYE AND FRIENDS' | King Features Syndicate

# data[].attributes.attachment_link.description
Posted by kingfeaturesadmin on Monday, July 8, 2019 · Leave a Comment On-Trend Apparel for Men, Women and Children Now Available in Stores and Online NEW YORK, July 08, 2019-Get ready to get your villain on: As part of Popeye's 90 th anniversary year, King Features and fashion-forward clothing line Scotch & Soda have unveiled The Boathouse, a new nautical-themed, limited-edition capsule collection starring Popeye the Sailorman's nemesis, Bluto-or Brutus, as he's known in Scotch & Soda's hometown of Amsterdam.

# data[].attributes.body
SCOTCH AND SODA CAPSULE COLLECTION

# data[].attributes.attachment_link.readable_text
Scotch & Soda has partnered with New York-based illustrator Blair Breitenstein for its latest capsule collection. The Dutch fashion brand took notice of the influence of Dutch painter Kees van Dongen in Breitenstein's work, which is translated seamlessly into the resulting capsule.

The two parties collaborated once before, as Breitenstein lent her signature to Scotch & Soda's Spring/Summer 2019 trade launch at Premium Berlin. The upcoming collection will be the first time the brand features the illustrator's trademark designs in an exclusive capsule.

Comprised of pieces for men, women and kids, the Fall/Winter 2019 capsule will feature prints of Breitenstein's illustrations that draw inspiration from the expressionist movement. The illustrations are described in a press release as combining "strong and self-assured charcoal outlines with whimsical watercolour, resulting in contemporary illustrations that have proved to be a hit amongst the fashion set and tribe of Instagram followers alike."

Scotch & Soda sees the capsule as a perfect complement to the arthouse themes seen in its main collection.

The 15-piece capsule will include printed long-sleeve tops, short-sleeve T-shirts, hoodies and parkas. Items will be available for purchase in August online and in stores, with prices ranging from 59.95 to 129.95 euros (approximately 67 to 145 dollars).

Photos: courtesy of UPR Belgium

# data[].attributes.attachment_link.title
Scotch & Soda announces limited edition capsule collaboration

# data[].attributes.attachment_link.description
Scotch & Soda has partnered with New York-based illustrator Blair Breitenstein for its latest capsule collection. The Dutch fashion brand took notice of the influence of Dutch painter Kees van Dongen in Breitenstein's work, which is translated seamlessly into the resulting capsule.

# data[].attributes.body
ALLSAINTS

# data[].attributes.attachment_link.readable_text
Are you sure you want to report this photo?

This means it is inappropriate, has violated some law or infringes someone's rights. Reporting this photo will automatically remove it from the gallery for further review, so please be sure before reporting. Please allow 20 minutes for cache to clear and photo to be removed.

photo_reported

Photo reportedPlease allow 20 minutes for cache to clear and photo to be removed.

# data[].attributes.attachment_link.title
ALLSAINTS UK: Men's clothing, footwear and accessories, shop now.

# data[].attributes.attachment_link.description
This means it is inappropriate, has violated some law or infringes someone's rights. Reporting this photo will automatically remove it from the gallery for further review, so please be sure before reporting. Please allow 20 minutes for cache to clear and photo to be removed.

# data[].attributes.body
TOMMY HILFIGER

# data[].attributes.attachment_link.title
Men | Men's Fashion | Tommy Hilfiger® UK

# data[].attributes.attachment_link.description
Discover the latest Tommy Hilfiger collection for men. Receive 10% off by signing up to our newsletter.

# data[].attributes.body
ARKET

# data[].attributes.attachment_link.description
Shop the menswear collection at ARKET for men’s clothing carefully constructed for quality and longevity, encompassing effortless style for all seasons.

# data[].attributes.body
BURBERRY MENSWEAR

# data[].attributes.attachment_link.description
Explore the full men's collection comprising classic coats and jackets, tailoring, Heritage Trench Coats, casual weekend-wear and more

# data[].attributes.body
EMPORIO ARMANI MENSWEAR

# data[].attributes.body
SELFRIDGES

# data[].attributes.attachment_link.title
Clothing - Mens - Selfridges | Shop Online

# data[].attributes.attachment_link.description
Shop the Clothing range from our Mens department for a wide range of Clothing products | Available to buy online from Selfridges.com

# data[].attributes.body
ABOUT SCOTCH AND SODA

# data[].attributes.attachment_link.readable_text
The Scotch & Soda fashion brand is synonym for everlasting, classic style that would outlast all passing fashion trends.
''Scotch & Soda loves to make great garments that suit every individual. We want people to love their clothes and enjoy wearing them. Scotch & Soda products are of high quality, rich in detail and affordable''.
This Amsterdam-based fashion company started its work in 80's as a menswear label, but after 21 years this brand opted for a fresh new beginning in 2001 with new owners. This new start was crucial for popularity of the brand today, all thanks to Eric Bijlsma, Joep Krouwels, Patrick Munsters and their perfect sense for fashion. They started with sale in world's biggest fashion centers, such as Italy, France and Spain - and that's how everbody fell in love with their clothes.

Scotch & Soda never hurry with new their collection, as there are only two collections in a year; they do not intend to change that custom. One of the reasons is because their clothes never go out of style and that's certainly true. This fashion brand has great success with kid's lines, besides collections for men and women, same as their fragrance called Barfly.

They don't invest much in advertising, because they don't believe in logos - they believe in quality. That's how their trademark became their clothes, and classic but unique style instead of expensive marketing and celebrity commercials. Despite their belief and the way of work, fashion lovers will always recognize their logo with a sewing machine and elegant letters of Scotch & Soda name.
"People who feel confident about themselves, don't need logos to show the world what they're about. All branding does really, is take away people's individuality."
As a lover of simplicity, I believe that this is one of the fashion labels with whom you can't make a mistake by wearing it now or over the next ten years. The crucial thing is their fabric quality and simple, but perfect shape of clothes. It would always be stylish and wearable because its and everyday classic that will always be trendy. It's a perfect balance of simplicity and vintage style that you always should have in your wardrobe, no matter what's the current fashion trend.

# data[].attributes.attachment_link.description
The Scotch & Soda fashion brand is synonym for everlasting, classic style that would outlast all passing fashion trends. ''Scotch & Soda loves to make great garments that suit every individual. We want people to love their clothes and enjoy wearing them. Scotch & Soda products are of high quality, rich in detail and affordable''.

# data[].attributes.body
BRIEF ON BRAND GROWTH AND PROGRESS

# data[].attributes.attachment_link.readable_text
Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we're up to by signing up here.
On a picturesque street in the heart of old Amsterdam, on a canal lined with colorful townhouses and hundreds of parked bicycles, sits an old, gigantic church that is the design studio of Dutch fashion brand Scotch & Soda.

To reach the space you have to climb a narrow, rickety staircase. Once inside, the only furniture you see is lines of desks and racks of clothing along the side walls. Most of the space consists of a vast floor covered with piles of clothes assembled around pieces of paper, pictures ripped out of magazines, random artifacts, and inspirational signs. To outsiders it might seem like madness, but this is how the magic gets done.

Scotch & Soda is very much an Amsterdam brand. This city has always been known for its liberalism - it is the home of Van Gogh, of legal drugs, of the Red Light District - and this brand's progressive style fits in seamlessly. The latest collection has velvet jackets with bright flowers for men, gold striped pants and neon silk shirts for women, and hot red leather gloves with the words "Good Luck" printed on them. Even seemingly traditional items like black jackets or jeans have surprise touches like colorful seams, illustrated buttons, or reverse cuffs. The items may look like couture, but they are relatively affordable. Blouses, for example, are priced in the $50 to $250 range.

While its spirit is Dutch, the inspiration for the clothes comes from all over the world. Every designer is encouraged to travel the globe and come back with items that inspire them. It could be a painting, a poem, a hat found in a vintage store, a stone. Then, the team builds a collection around that (literally). The website puts it perfectly: "Treasures uncovered on worldly wanders are poured into collections and signature looks that clash eras, classics, places of inspiration, meshing unexpected fabrics and patterns." This winter there is one collection inspired by biker culture and Tibetan nomads. Another is centered around "high-voltage" pop music.

Ari Hoffman, the US CEO of Scotch & Soda, came to the brand two years ago after working with labels like Yves Saint Laurent, Lacoste, and Gant. Calling this company "whimsical," he applauds the freedom Scotch & Soda's designers have. "Typically you go into a design environment and there is structure and formality. It's more laid-out, there are more plans," he said. "This is a much more free-flowing, free-spirited environment... It's a bunch of young, creative, crazy people with no corporate walls around them, literally."

Scotch & Soda has been making clothes this way since 1985, when it was founded as a wholesale company (in 2001, the company was re-branded). The then-owners, fashion-forward thinkers Harry Schofield, Leonard Feinblatt, and Leonard Buzz, were so sure of their method that they didn't do any marketing, relying solely on word-of-mouth recommendations. "There wasn't a lot of pomp and circumstance," said Joseph Suchodolski, the company's public relations and marketing manager who works in the New York office. "It grew by being a little under the radar and letting the quality and clothes speak for itself."

For decades this strategy worked, and the brand expanded naturally. Within years, Scotch & Soda had separate men's and women's lines, a collection for children (Scotch R'Belle for girls and Scotch Shrunk for boys), a denim line (Amsterdam Blauw), and fragrances (Barfly). By 2010, the company had opened its first US location, a flagship in Soho. In 2012, London received two stores of its own. Now, there are over 160 freestanding stores across the globe, and Scotch & Soda can be found in 8,000 additional retail outlets, including boutiques and department stores like Nordstrom and Bloomingdale's.

Even as buyers snatched up Scotch & Soda clothes, they didn't fully understand the brand or for what it stood. Carina Svensson, who joined the company four months ago to work in the marketing team, remembers her friends being confused when she told them about her new job. "They said 'Oh, it's an American brand or it's a Spanish brand,'" she remembers. Cory Cartee, NYC Market Manager, said when her friends who work in fashion wear Scotch & Soda, no one can place the origin of the items. "They go to work and everyone says 'What is this?'" she said. "It's not, 'That's Vince. That's Reiss.'"

Others don't know how old the company is. "Every time I meet a customer who buys Scotch & Soda, the way our business is structured and the way distribution is, the way we are located, it seems like every customer feels they just discovered the brand and no one else knows about it," said Hoffman. "But how do you become a $400 million business a year if no one knows about it?" When I was in Amsterdam, ladies in an upscale hotel bar were talking about how they discovered this cool new store while walking around the city that day.

So when Scotch & Soda was acquired in 2014 by Kellwood, a manufacturing brand, and Sun Capital, an investment firm, the priority was telling the Scotch & Soda story. "The new ownership sat down and said, 'Let's put our time and energy into making this a brand people are familiar with,'" said Suchodolski.

Internally, they created The Academy, a workshop for new staff and in-store stylists. For a day, they head to a room in the company headquarters where they examine the clothes and master the company's ethos and methodology.

For the first time, on February 14th, 2016, Scotch & Soda participated in New York Fashion Week, giving a presentation at the Sir Studios in Chelsea. Creative director Marlou van Engelen chose four corners of the globe - Tibet, the Scottish Highlands, the Silk Road in China, and Fleon, a tiny village in Norway - and displayed styles that represented the native colors, silhouettes, textures, patterns, and personalities of each place. It may seem odd for a Dutch company to be indulging in Silk Road designs, but Scotch & Soda believes inspiration can come from anywhere. "We have a longstanding love affair with the world," said Engelen in a press release. "This stems from our Dutch heritage. We are a country of explorers, and have historically traveled the globe." This fall, the brand gave an equally creative presentation at the Angel Orensanz Foundation in New York City's Lower East Side.

The company releases marketing materials to buyers and members of the press. The latest is an iPhone app and newspaper named The Misguiding Guide of Amsterdam. It interviews several personalities from Amsterdam (a hairstylist, a fashion photographer, and a member of a brass band are all included) about where they like to get lost in the city. One person talks about his trips to a video game bar at the end of a long day. Another sits in a certain chair every day at 4 p.m. because the lighting is perfect. All the characters, of course, are in Scotch & Soda clothing. The idea is for the brand to present itself as explorative, quirky, and off-the-beaten path.

And the brand is busy opening new stores and letting customers come and see the style for themselves. Scotch & Soda already has 27 locations in the United States and has its eye on several new ones.

If the brand gets what it wants, the problem will then become how to maintain its mystery and curiosity. Said Suchodolski, "I would like to say it's a household name now, but I don't think we are there," he said. "It's that happy medium that we are always looking at. We also need that uniqueness to the brand."

# data[].attributes.attachment_link.title
Inside Scotch & Soda, the Brand You've Seen But Know Nothing About

# data[].attributes.attachment_link.description
Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we're up to by signing up here.

# data[].attributes.body
ABOUT THE BRAND

# data[].attributes.attachment_link.readable_text
The Dutch have long been known for their prowess as travellers, explorers and discoverers. Since at least the 15 th century, overseas trade has been a cornerstone of Dutch economy and their travels to new lands means there are over 29 million Dutch-speaking people in the world today, over half of whom reside outside the Netherlands. When the Dutch naval fleet was at its peak in the 17 th century, Amsterdam was a multi-cultural hub filled with goods sourced from around the world. From foods and spices to furniture and fashion, Amsterdam was, and remains to be, a colourful, diverse city at the heart of Europe which would be plundered for inspiration and commodities by artists, the elite, and everybody in between.

Like its native Amsterdam, Scotch & Soda defines itself as a brand of "discoverers and collectors, scouring the globe for that painting, poem, vintage piece, ruin, or artefact that sparks our never-ending curiosity". Since its inception in 1985 by a 24-year-old Laurens Hompes, the brand has defined itself by a youthful aesthetic that mixes different eras, prints and fabrics to create apparel that is both unique and eclectic. Scotch & Soda originally made its name in menswear and for a long time that's what the brand was known for, establishing its reputation with sportive jackets famed for their contrasting colour hoods. But in 2001 the brand was given a revamp, built upon its original Dutch foundations but instilling an edgy, youthful, European coolness that was quickly expanded through a creation of ranges; Scotch & Soda gave way to its women's clothing arm, Maison Scotch, a boys' range called Scotch Shrunk, a girls' range called Scotch R'Belle as well as an urban denim line-the youngest and most ambitious project in the Scotch & Soda portfolio-named Amsterdams Blauw. Despite its expansion, the brand's numerous ventures are all underlined with Scotch & Soda's young, European aesthetic and a dedication to the premium quality of its products.

Today Scotch & Soda is truly an international operation with over 150 stores worldwide. Loved worldwide for its high-quality materials, fine attention to detail and a distinct aesthetic that sets it apart from other European labels, Scotch & Soda demonstrated its influence in the fashion world with a recent appearance at New York Fashion Week's AW16 show. With a central theme of travel and exploration that has been at the brand's heart since its earliest days, the show was widely recognised as one of the most exciting debut shows at Fashion Week.

# data[].attributes.attachment_link.title
Scotch & Soda: The Rise of Amsterdam's Coolest Brand | The Hut

# data[].attributes.attachment_link.description
The Dutch have long been known for their prowess as travellers, explorers and discoverers. Since at least the 15 th century, overseas trade has been a cornerstone of Dutch economy and their travels to new lands means there are over 29 million Dutch-speaking people in the world today, over half of whom reside outside the Netherlands.

# data[].attributes.body
SCOTCH AND SODA EXPANSION TO INDIA

# data[].attributes.attachment_link.readable_text
New Delhi: Scotch & Soda is an unusual name for a fashion brand. As it turns out, the name was inspired by a simple coin trick. "When I was first approached by the owners to join the company four years ago, I checked about the name. They told me it came from one of the most basic, classic magician's tricks," says chief executive officer (CEO) Dirk-Jan Stoppelenburg. Scotch & Soda, he says, draws inspiration for its clothes from almost everything. For instance, the Spring-Summer 2017 collection, on display at its Noida store, showcases the jungles of Congo.

Founded in the 1980s, Scotch & Soda was rebranded and relaunched in 2001. After clocking almost €1 billion (around Rs6,800 crore today) in retail value of products sold annually, the Dutch brand has entered India through a franchise agreement with Reliance Brands. It opened two stores in India last month-at the Mall of India, Noida, and Palladium Mall, Mumbai. A third store is coming up soon in New Delhi's Ambience Mall.

Stoppelenburg, 49, says Scotch & Soda represents Amsterdam, its fashion and eclectic state of mind. "Just like its culture which is very cosmopolitan, its (Amsterdam's) fashion is also very embracing. It takes things from across the world and mixes them up to make its own style," he points out.

Edited excerpts from an interview:
What made you come to India at a time when some other luxury and lifestyle brands are shutting shop?
The only fair answer is because Reliance Brands found us and vice versa. The world is vast; we are there in some countries and not there in others. We don't think in terms of "oh, we have to be in that country". We wait for the right partners to come along. We have gone to smaller, less significant countries before we entered the more important ones. As a fashion company, you present your soul to the world through the clothes and accessories that you create, and you can only do that if you have a local partner who understands and embraces it the way you do and is able to present it the same way to the target clientele. Had Darshan (Mehta, president and CEO of Reliance Brands) and I met seven years ago, we'd have been here then.
Tell us more about the brand's history and legacy.
We are a young brand and I think still at the level where we are discovering ourselves. We didn't do any kind of marketing until very recently. And yet we will close this year with brand sales of about €1 billion. So we have become significant but without marketing. When I speak about this to colleagues who have been here longer, they tell me that it is not unusual. Word-of-mouth publicity has been our best bet so far. Even our stores are designed very subtly. I knew there was a Scotch & Soda store in Amsterdam, my home town, and I even had its address but I walked around it several times before I finally found it. So this is a brand that you discover. That's how we have been built and grown.
What do you bring to the world of fashion?
The world of fashion can be explained as an archipelago. One of the islands is American sportswear. The brands that dwell in this island make apparel to suit the tastes of the American east coast. Then there are Italian luxury and classic French islands. There are also the Scandinavian minimalists on one island. Scotch & Soda inhabits a completely different island because no one else does Amsterdam fashion. You know, most brands are associated with their places of origin. If you say Paul Smith, you know it is British. In the same way, Scotch & Soda conveys the eclectic feeling that Amsterdam is to the world. Amsterdam is much less known as a fashion destination. So the idea behind the brand really was to present Amsterdam's fashion.

But then what is Amsterdam fashion, you may ask. Let me explain. People in different cities dress differently. They have a certain dress code. If you bring 10 people here who are dressed according to the city they come from, I can easily tell you who is from where. The Italian dressed in a black tailored suit will never wear pink socks with it. But the British most certainly will. In Amsterdam, the code is significantly wider. Especially for women, the possibilities of mixing things is enormous. And it has been so since World War II. You can see a woman on a bike wearing green football socks, a fur muffler of her grandmother and pants that she would have bought during a vacation in Morocco. Everyone does that and that is the only common thing. It is highly individualistic and eclectic. What Scotch & Soda does is it mimics that approach year after year, season after season. And we are the only brand doing this.
But aren't all the brands projecting a certain kind of identity? How then do you convince people that your identity is better than theirs?
We don't. We just do what we do and there are people who identify themselves with us. They wear our clothes and people like it. It is just the way cool restaurants work. We are not saying that Amsterdam fashion is better than Paris or Milan. We are just giving our unique take on fashion and people seem to like it. Also, when you look at big fashion brands, most of them optimize profit by doing big product runs. There are brands that get more than 50% of their revenues from one particular style of product. We make about 12 million apparel products every year for the global market. The biggest product that we have is about 18,000 pieces. We make about 1,200 styles in different colours so there are not many pieces in one particular colour.
You're big on storytelling and quirkiness. How do they translate into your designs/clothes?
Our creative director Marlou van Engelen sets the tone at our design studio that employs 100-odd people. She sets the inspiration. What she normally does is she finds a place in the world, a time in history and key people or things that were associated with it. So, for example, for one of our winter collections, the inspiration was the South Pole, the time chosen was the 1920s and it was about the Norwegian explorers. That was the starting point. Then she started to build the theme in various directions. The team started collecting things, patterns, colours, anything that depicted the key theme. Our design studio, a beautiful 17th-century church in the middle of the city, was transformed into a place that was filled with things that represented her inspirations. And suddenly there was a flag that was made into pants. This is how things work. Another time the theme was the desert in Morocco. This time it is the jungle in the Congo.
Are you only going to sell offline?
We haven't yet agreed on the model yet, but, say, five years down the line, a Scotch & Soda website might become the biggest store we have here. But that would be a mono-brand selling place not multi-brand.
What is your target clientele? Indians are very price conscious. How do you plan to tackle that?
Our target clientele is anyone who likes and understands what we do and is prepared to pay what it costs.
What is the current global fashion trend?
Casual wear eats up a larger chunk of the total pie every year. But that is the larger trend. And while that continues, casual wear has become more chic and elegant. In the past decade, for example, we went through too much distressed clothing, the vintage look. Now the styles have become cleaner. So no more ripped or washed pairs of denims. On the women's side, one of the big global trends is use of rich and complex embroidery and patterns, complex material combinations, silhouettes, etc.
What is your product mix?
Right now, we have a mix of 60% for men, 30% for women and 10% for kids. But it is not a model. We started purely as a men's brand and some seven years ago, we introduced women's clothing. So to have 30% as the women's segment in just seven years is great news for us. But we are never governed by any particular kind of split. We are ready to flow with the demand.

# data[].attributes.attachment_link.title
Scotch & Soda's fashion is individualistic, eclectic, says CEO Dirk-Jan Stoppelenburg

# data[].attributes.attachment_link.description
New Delhi: Scotch & Soda is an unusual name for a fashion brand. As it turns out, the name was inspired by a simple coin trick. "When I was first approached by the owners to join the company four years ago, I checked about the name.

# data[].attributes.body
ARTICLE ON BRAND

# data[].attributes.attachment_link.readable_text
Here at Rio Brazil we always seek out the most emerging brands and no brand has caught our eye more this Autumn season, with their charming designs, than Dutch outfitters Scotch and Soda.

Nestled away in the quaint streets of Amsterdam, Scotch and Soda reside in an archaic Dutch church among the city canals and radiant townhouses. But despite it's godly surroundings, the designs that emanate from Scotch and Soda are free from order and constraints, with the clothing far more illustrative of the progressivism that Amsterdam is famed for.

The Scotch and Soda story began in 1985 but the brand took a different direction in the Spring/Summer of 2002. The three owners came together to collectively share their wealth of experience desire to produce great quality clothing.This shift in outlook has exponentially increased Scotch's output and has led to the brand opening over 100 stores worldwide, with the brand producing apparel which caters for all ages and genders.

Scotch's clothing offers a modern twist on timeless classics with pieces such as the navy crew neck pullover featuring a subtle patterned stripe or the light blue shirt with a faded x print, all of which combine to create simple but uniquely stylish clothing.

The distinctive eccentricity of the brand ensues from Scotch's encouragement of it's designers to embark on worldly adventures to seek inspiration for their latest designs, and the result of such a policy is reflected in the quirky nature of some collections with cultures as peculiar as the Tibetan nomads visible.

We're certain that Scotch and Soda will appeal to all fashion lovers and you can be assured of looking stylish this winter in the brand that epitomises 'less is more'

To see the full range of Scotch and Soda clothing and accessories visit us at Rio Brazil in Victoria Square.

# data[].attributes.attachment_link.title
Scotch and Soda, the brand with no limits

# data[].attributes.attachment_link.description
Here at Rio Brazil we always seek out the most emerging brands and no brand has caught our eye more this Autumn season, with their charming designs, than Dutch outfitters Scotch and Soda. Nestled away in the quaint streets of Amsterdam, Scotch and Soda reside in an archaic Dutch church among the city canals and radiant townhouses.

# data[].attributes.body
ABOUT THE BRAND SCOTCH AND SODA

# data[].attributes.attachment_link.readable_text
Client Need
The Dutch fashion brand Scotch & Soda has been taking the world by storm for years now. But they still needed a stronger online presence to increase online sales lacking in comparison to their in-store sales.

In short, they needed a new e-commerce site. And not just one that would increase online sales but that also linked to the US supply system and could facilitate next day delivery.

The challenge? How can Scotch & Soda manifest itself as a high-end fashion brand online and at the same time reach their ambitious sales targets? Digitas was selected to implement the new online shopping expiring in Demandware.

# data[].attributes.attachment_link.title
Scotch & Soda Branded Shopping Experience | Digitas Amsterdam

# data[].attributes.attachment_link.description
Client Need The Dutch fashion brand Scotch & Soda has been taking the world by storm for years now. But they still needed a stronger online presence to increase online sales lacking in comparison to their in-store sales. In short, they needed a new e-commerce site.

# data[].attributes.body
INFORMATION IN BABY BOOMER MARKETING CAMPAIGN

# data[].attributes.attachment_link.readable_text
It is said that no force will have greater impact of the quest for the fountain of youth than the aging of the baby boomers - As Cheryl Russell had observed in her book, 100 Predictions for the Baby Boom. One thing is for sure, the baby boomers will not grow old gracefully because they have built their identity on being America's youth generation.

Sadly, we live in a world that places an irrational value on whats new and young and last but not least, modern. And, on the contrary, our judgment on things that are old and from the past have been devalued. To clarify, it hasn't always been this way and hopefully, will not be this way in the future, but right now, this is the world we live in. As the marketers focus on youth-centric marketing instinctively, they are missing a billion dollar marketplace in the over 50 market. Already, the boomers have created the biggest health and fitness market the industry has ever witnessed. The intensity in mature consumers has caused a number of companies to develop marketing strategies products and services to adhere to this market. Successful marketers know that folks 50 plus come into direct contact with a variety of individuals and groups, and that many others are influential with respect to their peers. Prosperous business' have become who these key groups and influencers are and how to nurture this relationship. Heated competition to capitalize on this customer segment will rise as we move into the future. The mature markets desire to look and feel young will also result in exceptional business opportunities for those in the fashion industry. Over 50's will line up for stylish clothing that comfortably fits their fuller bodies recognizing and capitalizing on key trends. The evidence suggests that while many brands ignore a market segment seeking to purchase apparel and focus on advertising with older models, other forward thinking brands understand the importance of segmenting by age and achieving change. One thing is for sure, we should prepare for some exciting times ahead with groundbreaking new communication campaigns being launched at this very moment.

One global brand paying attention to well dressed people of all ages is Scotch & Soda. The company was founded in 1985 by Laurent Hompes. In the newest instalment of Scotch & Soda's brand campaign 'From Amsterdam, From Everywhere', the Dutch fashion label honor all free-thinking wanderers who are drawn to explore, and that includes everyone. everywhere: "It's a story of both world discovery and self- discovery - about how far you'd go and what risks you'd take to do things differently and choose your own way" says Creative Director of Scotch & Soda, Marlou van Engelen, of the words that lead the way for the campaign's stunning new scenes and imagery. The brand moved off-trail to several awe-inspiring locations in Jordan, Colors that are complemented by Jordan's such as the iconic red of the Wadi Rum desert, the ochres of its wind-carved canyons and the Dead Sea's salt-white shores. By celebrating those who set out to find new roads the brand continues to explore themes of curiosity and discovery. The campaign is apropos to the over 50 segment as it has to do with redefining oneself.

The brand always seemed be inspired by the world. They have a team of passionate discoverers and collectors, scouring the globe for that painting, poem, vintage piece, ruin, or artefact that sparks our never-ending curiosity. Treasures uncovered on worldly wanders are poured into collections and signature looks that clash eras, classics, places of inspiration, meshing unexpected fabrics and patterns back at their canal side design offices. At present the brand has over 190 stores, and can be found in over 8000 doors including global department stores, independents, and online. The range of the demographic for this brand is across the spectrum. You see, Scotch & Soda is very well-liked by adolescents, millennials as well as the over 50 market segment. Moreover, that broad demographic has seen revenue exceed expectations by far.

Much more than a refreshing cocktail, the fashion-minded know that Scotch and Soda is a celebrated classic casual wear brand from Amsterdam. It seems fitting that the vintage spirits representing models at the top of their game should mixup a few sparkling combinations from S&S's spring/summer collection. New Yorkers George Dellinger (56), David Hand (52), Eric Rutherford (50) and Garrett Swann (48); and Nick Pearce (51) from the United Kingdom met on a sunny morning at Ludlow-Blunt Salon to mix and match looks and prove that, indeed.

I recently had the privilege of speaking with Scotch & Soda style ambassador and model, George Dellinger about the void in marketing to the over 50 segment, how technology has made health and style information readily available and how his positive outlook helped him to launch his successful modeling career at the ripe old age of 55!

Joseph DeAcetis: In your words, do you think that there is a void in the marketplace (with respect to apparel) for men over 50?

George Dellinger: I don't think there's a void in the actual marketplace. The brands, styles, and fashion are out there. There's a just a void in advertising and marketing to the over-50 crowd...the void is in how these brands fail to reach out to that demographic. All the brands I wear, and feel comfortable in ... they use only 20 to 30 year old models. In fact, I don't know many 20 year olds who can afford these brands. Yet, that's whom you see in the ads. Doesn't encourage us men who are in our 50s, health conscious, and in great shape.... who like to look and feel great , to shop that brand.

JD: How is being over 50 now seem any different from being over 50 in the past. (Give specific examples about your modeling, social media and feeling sexy (as well as a mention of the others guys).

GD: Well... I remember when I a college student, and my parents were in their 50s... they just seemed old already. Today, 50 year olds are so much more health conscious than they were 20, 30, and 40 years ago. Technology and the amount of information that's available to us through the Internet, smartphones, podcasts, and TV have made us so aware of everything we put into our bodies. It's not just access to nutritional information that's so readily available... I follow several physical fitness enthusiasts & trainers on Instagram. I am always picking up tips on exercises and routines. You don't even need a gym when you travel anymore. Just open up one of these apps on your phone, and you have a hundred different creative exercises you can do in a hotel room without any special equipment. All of my male model friends who are in this age bracket.. David Hand, Eric Rutherford, Garrett Swann, and Nick Pearce... none of them look like they're in their 50s. They're all in top physical shape Becoming a model at this age was the last thing I ever expected. It all happened quite by accident. But I've totally embraced the idea, and I'm having the best time with it. I'm able to show other men in their 50s that you can truly do anything you want with your life, and at any age. Hell, last week I shot the FALL 2018 campaign for major underwear/leisure wear brand... and I was one of three men in the campaign. The other two were 26 and 33. 56 is definitely the new 36.

JD: Talk to us about your personal style and what you are seeking from apparel and grooming brands both in product and in advertising.

GD: My personal style is very casual. I'm a real blue jeans, shorts, T-shirt, and sandals kind of guy. If it's above 50F, you can always find me in shorts. It's just what I'm comfortable in. In the colder months, it's denim, Redwing boots, and heavy sweaters. Love layers, and a real woodsy outdoor look. On the odd occasion where I have to dress more formally... I always opt for bow ties... real bow ties. Seersucker and saddle oxfords in summer, and velvet with suede lace-ups in the winter. Suspenders.... all year around. If I were to describe my personal style in a few words, I'd honestly call it bohemian chic and elegantly shabby. Grooming is so important. It's what really separates a gentleman from a just a dude. A good grooming regimen can also take off several years from appearance. And who doesn't want that? I have a heavy thick beard, which requires a ton of maintenance.....oils, balms, waxes, special combs, special shampoo... and time. Not to mention frequent trips to the barber for trimmings and shaping. A well kept beard is always noticed and remarked on. A healthy skin regimen is also part of my routine, and so important the older one gets, as the skin dries out and loses its elasticity. From cleansers, to moisturizers, to nutritional masks, I do it all. And drink a lot of water, all day long. I like seeing more men's grooming products in clothing stores, which is happening now, particularly with the trend of beards and facial hair. They go hand in hand, and should be sold together. It is the one-stop shopping.
In terms advertising, I would definitely like to see more brands cater to a more diverse audience of men. We come in all shapes and sizes, not just 40R. And we like good fashion and style. I've actually brought this up to some underwear and swimsuit brands, and lo & behold, not only did they agree with me, but they brought me into the fold by modeling for their brands!
JD: In a few sentences, talk to us about your fitness regime,diet and future goals.

GD: I'm a giant health nut, exercise addict, and adrenaline junkie. The way that I work out now is nothing like how I worked out in my 20, 30s, and early 40s. Back then it was all about pushing weights, not warming up, and getting bigger. Which also took a huge toll on my body. So that by my early 40s I felt like I was held together with spit and gum , ready to break any moment. And break, I did... I had so many orthopedic surgeries that were all related to my poor, uneducated regime based of brute strength and macho moves. Then I discovered functional training, which focuses on a more well rounded regimen of using one's entire body in a move, having all the muscles and your brain work together to improve agility, response, power, strength, and quickness. All the elements that allow me to be a better snowboarder and surfer, as I get older. I've never been in such good shape as I am now at 56. My goal is to still be snowboarding dbl blacks and riding waves well into my sunset years.

My diet is strict, but I do allow myself some indulgences. I haven't had a soft drink or soda since I was 15. That's 41 years. I start my day with a green fruit-veggie shake made in my nutri-bullet. I'm gluten free for 7 years now, which has made a huge difference in my overall well being. I eat all organic unless it's impossible. Plenty of vegetables. Minimally processed foods. About 80grams of clean protein/ day... the amount that my body needs in order to maintain my muscle mass. In the summer , I grow my own vegetables on a rooftop garden.

I lay low on the sugar, but I do eat dark chocolate before bed almost every night !

Acclaimed American Journalist and International Editor. My interest lies in the pace and direction of trend adoption in luxury fashion and lifestyle, access to real-tim...

Read More

# data[].attributes.attachment_link.title
Scotch & Soda Celebrates The Distinguished Gent

# data[].attributes.attachment_link.description
It is said that no force will have greater impact of the quest for the fountain of youth than the aging of the baby boomers - As Cheryl Russell had observed in her book, 100 Predictions for the Baby Boom.

# data[].attributes.headline
GEN Z VS GEN X VS GEN Y: SHOPPING HABITS SURVEY

# data[].attributes.subject
GEN Z VS GEN X VS GEN Y: SHOPPING HABITS SURVEY

# data[].attributes.attachment_link.readable_text
Click here to read our new and updated 2018 Gen Z Shopping Survey. For the purpose of this blog and infographic, Gen Z refers to those aged 14-21, Gen Y 22-35 and Gen X 36-55.
Generation Z. Born post-1995, in the age group 14-21, they've proved a difficult bunch to define; previously upcoming 'influencers' within the retail and hospitality market but now with new-found buying power and a disruptive influence that makes them the most lucrative market to target.

They're switched on, price conscious, and hyper connected to their surroundings - including social media and technology. They want it now, they won't wait, and have a wealth of knowledge at their fingertips ready to influence their buying decisions.

After researching Gen Y and Gen X shopping habits last year, Retail Assist's latest survey has revealed some critical information regarding Gen Z shopping habits, and debunked some common myths that might surprise you...
Here are our top 5 takeaways from the survey:

The high street is not dead for Gen Z, with 58% of respondents choosing this as their favourite method of shopping.

Click and collect is not popular with Gen Z: 61% have never used it.

Nearly three quarters of Gen Z don't have their favourite retailer's app installed on their smartphone.

73% of Gen Z would made a purchase due to a social media recommendation.

When shopping, 84% of Gen Z make it a social activity, i.e. a part of their day out, lunch/coffee/cinema.

Please feel free to share the following full infographic of our findings.
Analysis
So, of the Gen Z-ers surveyed, what surprised us here?
High St reigns supreme.
Thought Gen Z was all about the online experience, clicks over bricks, and ecomm dominance? Think again. 58% of those we surveyed prefer to shop on the High Street, the highest percentage of any generation, compared to 40% of Gen Y and 48% of Gen X. Analysing the practical reasons behind this: not many 16y/os have online spending power - unable to transact online without a debit card, most shop with cash. With a lack of patience and a desire to acquire fast fashion "now", the high street is also the best place to do so with no waiting for deliveries and the ability to take the product literally straight off the shelf.
'Appy shoppers? Not for Gen Z.
Although Gen Z admit being glued to their smartphones, 74% of them do not have their favourite retailer's app installed. There are subtleties to be considered with Gen Z: just because they browse for products on their smartphones and devices, this doesn't mean they desire an app to complete a purchase. The reason? Many of this age range don't have big enough data contracts on their phones to support multiple app downloads. Instead, they prefer to use their devices to browse social media in order to discover more about product ranges.

What was concretized?
Social media addiction.
Gen Z idols are YouTube stars, vloggers, and Insta-famous fashionistas. They live in constant "FOMO", fear of missing out, especially when something new is released. And all of this revolves around social media as their primary method of research.

73% of Gen Z would made a purchase due to a social media recommendation, compared to 60% of Gen Y and only 52% of Gen X. For Gen Z, social media is the real targeted sweet-spot for retailers to tap into.
The generation of leisure.
There is a strong synergy between retail and hospitality for Gen Z, reflected in the fact that 84% of those surveyed make shopping a part of their day out, whether than be visiting the cinema, grabbing lunch or a coffee. If Gen Z prefer to hit the high street to shop rather than shop online, this might explain why the shopping experience is viewed as more of a leisure activity. For the younger Gen Z members, having social freedom to venture into their nearby town is often new and exciting, and they demand a retail/hospitality experience to meet that expectation.

This means ensuring that your products are always in stock in the appropriate range of styles and sizes to keep this experience fluid, allowing Gen Z members to browse online and come into your store to purchase. Implementing an efficient retail stock management system is a way for retailers to meet these expectations.

What took you most by surprise about Gen Z and their shopping habits? Do you think retailers need to change their current tactics when it comes to targeting the next generation? Post your comments below.

# data[].attributes.attachment_link.title
Gen Z vs Gen X vs Gen Y: Shopping Habits Survey | Retail Assist

# data[].attributes.attachment_link.description
Click here to read our new and updated 2018 Gen Z Shopping Survey. For the purpose of this blog and infographic, Gen Z refers to those aged 14-21, Gen Y 22-35 and Gen X 36-55. Generation Z.

# data[].attributes.headline
Generation Z Characteristics: 5 Infographics on the Gen Z Lifestyle

# data[].attributes.subject
Generation Z Characteristics: 5 Infographics on the Gen Z Lifestyle