NEW BRANDS... NEW NEEDS...

Department stores are introducing new initiatives in response to consumer needs, sustainability and purpose-led innovations to attract consumers to stores.


Selfridges announced its initiative to introduce #SecondHandSeptember

campaign to celebrate second-hand fashion. Selfridges flagship store is opening a charity pop-up shop in conjunction with Oxfam, as part of Selfridges Project Earth initiative.


The idea was conceived and curated by Bay Garnett, Oxfam’s independent fashion advisor and ‘Queen of thrift’. Selfridges Project Earth Initiative is to make shopping sustainably easier for customers and add value.

(Image - Eva Wilcock)


On the other side of the spectrum, John Lewis announced that they will be adding 30 new brands within clothing and beauty for their autumn-winter ranges. All brands that were chosen are a direct response to consumer needs.


The brands selected are Fila Trainers, Fat Face, Athleta, Stella, Isle, Calvin Klein, New Balance, and Dukes Cupboard.


New beauty brands include Beauty Tech, Olaplex, Kate Somerville and new sports brands Peloton and Apex Bikes.


Fashion File Team

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