Eve-Marie Kuijstermans

"As wealthy consumers use their private, personal AI agents to shop, many brands that discount often will become commodified." Insightful take by Milton Pedraza. If luxury marketing is your wheelhouse, Milton's worth a follow. Good article here. #luxury #ai #branding #marketingstrategy #hnw #uhnw

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For those of us working in Sustainability in fashion it can feel lonely. When I worked at Theory 19 years ago, one of my responsibilities was to develop all the trims. I insisted that all metal trims be "nickel free" Nickel is a hard silvery-white metal that may cause irritation to the skin. Exposure can harm the lungs, stomach, and kidneys. Exposure to nickel may lead to cancer. Workers may be harmed from exposure to nickel.This was not popular because nickel finishes are super shiny and appeals to design sensibilities and cheaper. Luckily I had the authority to insist that we only use nickel free products. Eight years ago when I was heading up production at 3.1 Phillip Lim we were faced with the dilemma of a coating on a fabric that would make it waterproof but contained PFAS, versus a coating that would only be water repellent that did not contain PFAS. Again I insisted we should proceed to not use the waterproof coating despite sales would like it to be waterproof. PFAS is a forever chemical that has health effects on immunological, developmental or reproductive, hepatic, hormonal and carcinogenic – basically everything from asthma to testicular cancer. There is now the beginnings of a ban on them. Often there may not be regulations or awareness of the harm many of the materials or substances used in the production of clothing. Sustainability at a fashion company is not a department that drives revenue, your actions are often not popular like turning over rocks in the supply chain. But your work is important and vital. As I reflect on actions I made in the past this week, I am grateful that I insisted and that they had impact for both people and the environment.

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When was AUTHENTICITY ever out? Hmm. I believe AUTHENTIC PURPOSE remains front and center in the minds of today's modern, conscious consumer - that will never change. Just look at Patagonia, IMPOSSIBLE Foods, Dove, Ben+Jerry's, E.L.F. Beauty, to name a few. And to say AI is trending is like saying oxygen is trending... technology will always enable us to get messages out faster, better, cheaper. But AI is not an idea that lives in the heart of citiizens and the wallets of consumers. #Authenticity #BrandPurpose #Cannes2024

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🥇🛍 In-store Innovation Delivers Outsize Returns 🛍🥇 When was the last time you walked into a brick-and-mortar store and were genuinely impressed? In an era dominated by online shopping, some retailers are proving that innovation isn't just for the digital world. Dick's Sporting Goods recently reported record sales for Q4 2023, the largest sales quarter in company history, defying the gloomy predictions about consumer spending. What's their secret? A strong focus on footwear and doubling down on in-store innovations. Physical stores aren't just surviving; they're thriving by turning shopping into an experience. Dick's is leveraging technology and unique in-store features like their new House of Sport and Golf Galaxy Performance Center concepts to draw customers back, making them feel something they can't get online. From state-of-the-art shoe-fitting technology to interactive product demonstrations, they're setting the bar high for retail marketing. This shows that innovation is key in retail—not just online but inside the store. It reminds us that tactile experiences can not only coexist with digital convenience but can enhance it. So, what could this mean for your business? How can you blend physical and digital experiences to surprise and delight your customers? DSG provides a timely reminder for brands that innovation isn't confined to the screen in front of you, or the tiny one in the palm of your hand; it's everywhere—and potentially where you least expect it. What innovative strategies have caught your eye in the retail sector lately? https://bit.ly/4d9MBPz #retail #sportinggoods #omnichannel

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I gave this 10-minute talk on Luxury Brands of the 22nd Century 14 years ago, for Scott Galloway's L2 Inc. Everything I said still stands - even more so in the current luxury market downturn. My consultancy services are available. "The successful luxury brands of the 22nd century will be Elitist, Empathetic, Immediate, Social, and Youthful, and I'll explain what I mean by each of those." https://lnkd.in/eFR62Jq

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What a fantastic moment with the inimitable Prof Carolyn Mair PhD at the recent H&M Foundation Open Perspectives session in New York at NeueHouse. Deep and practical conversations on the neuroscience and psychology of sustainability narratives, and the importance and efficacy of positive messaging versus the doom & gloom so prevalent. And great thanks to Accenture for bringing along "Robin" – a remarkable AI bot that synthesized the main points of our conversation with incredible skill and precision (that's Robin on screen impressing us to no end!). So much more to come at the intersection of Sustainability & AI.

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Thrilled to have taken the main stage at Grow NY last week alongside Adrial Jaan Bhatia, President of Primitive Apparel, to wrap up the event. Thanks Ryan Criswell for hosting the panel. At Hodinkee, we hold two core principles dear: Community and Credibility. Here’s a bit on why they matter to us. Credibility at Hodinkee is about trust and reliability. We achieve this through: --> Accuracy: Precision in our reporting. --> Authority: Recognized expertise, often cited by reputable sources. --> Consistency: Continual delivery of high-quality content. --> Engagement: Building respectful and responsive relationships with our audience. --> Objectivity: Presenting multiple perspectives fairly. --> Transparency: Clearly identify sources and disclose any conflicts of interest. Beyond credibility, the power of community distinguishes us significantly from just having an audience. Hodinkee grew into an eight-figure business with virtually zero traditional marketing spend, propelled by a robust community. This illustrates not just audience reach, but deep engagement—where members actively contribute, share, and champion our brand. The distinction? An audience watches, but a community participates. And that participation has been a cornerstone of our success.

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Fashion and brands are way more than entertainment - they are an #experience in and of themselves and a way we define/experience ourselves. Beyond that are a form of non-verbal communication, self-expression, beliefs, biases, a barometer of what we value, and most importantly they can influence how we feel about the world - positive or negative (cultural anthropology). #brainmanagement

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After decades in the fashion industry, veteran designer Mara Hoffman will be shuttering her doors. Anyone working in apparel today understands the ongoing struggle between sustainability and commercialism. It is a challenge that even the most acclaimed brands can fall victim to. Vocalized consumer, and media, demand for sustainable products is simply not being met by their spending patterns. Virtue signalling is nothing new, but society is finally recognizing the toxic implications of the phenomenon. Brands respond to perceived demand for sustainable options, and then are met with less than exemplary results or even sales losses, due to cost increases. This leads to mass levels of inventory being marked down past financially sustainable levels, and even discarded or destroyed... generating ever more waste! So what does this mean? DO WE JUST GIVE UP!?!! I say no. While challenges to minimize the apparel industries environmental footprint are daunting, they are not insurmountable. The consumer has spoken, and we must listen. Sustainability is a priority, but it is not the defining factor in their purchasing behaviour... at least for now. So what can brands do to minimize their environmental impacts without harming their bottom line? 1️⃣ Focus product assortments-- Less is more. Focus development and marketing dollars towards the features and benefits of a select few products, while streamlining the assortment so that each new product launch has the space to be highlighted. 2️⃣ Simple is better, Pure is best-- When selecting materials, source fabrics with simple, or even better, pure fibre blends. While a sweater containing 30% Recycled Nylon and 20% Organic Cotton may sound better than a 100% Acrylic alternative, from a circularity standpoint, the blended fibre garment is much worse. Current recycling technologies are not yet able to separate blended fibres, limiting the usability of blended fibre garments post-consumer. That's not to say blended and regenerated fibres shouldn't ever be used, but they are not the whole solution. If you must use blended fibres, ensure proper testing is done to maximize garment longevity and durability. 3️⃣ Aesthetic and functionality cannot be compromised-- Designers must design into the limitations that sustainability and circularity mandate. They must work within a box to create out-of-the-box innovations. The consumer will pay more... but only if they still see the aesthetic and performance value as being greater than their non-sustainable counterparts. While I am sorely sad to hear Hoffman will be closing her doors, I am excited to see where the designer lands next. My prediction is either a high profile creative directorship, or a new venture altogether. Either way, I am certain this is not the last we have heard from Hoffman. ❓ Have you faced challenges converting your customer to more sustainable options.... what solutions worked/didn't work for you ❓

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The latest IPA Bellwether survey for Q1 2024 pointed to a slight cooling in marketing and advertising budgets, but the events sector in the UK continues to boom!! This is something we at AEG Europe Global Partnerships have been fully aware of for a while, but it is great to have some independent experts back this up via the report . "While an advert lasts just seconds, an event lasts for hours – and the memories, a lifetime – giving brands longer to engage with consumers and enhance their experiences....Events are incredibly versatile, allowing brands to use their activations to deliver to different brand objectives whether that is to increase consideration, reward loyal customers, meet sustainability objectives or demonstrate brand values in a meaningful way" AEG Global Partnerships AEG AEG Europe AEG Presents AEG Presents UK AXS The O2 IPA (Institute of Practitioners in Advertising) European Sponsorship Association (ESA) Mediashotz news #liveevents #sponsorship #marketing #advertsing https://lnkd.in/eN6TGW_4

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Streetwear isn't out as VF Corporation said of its sale of Supreme They failed to bring the magic to social And for the exec bros suddenly talking about the creator economy - MrBeast isn’t the panacea of it The real opportunity lies in understanding & harnessing the power of everyday consumers turned creators who authentically connect, driving engagement & sales in ways traditional marketing can't It’s Renee, a stay-at-home mom raising toddlers She had ZERO followers 2 weeks ago (you can't make it up) Her 1st TT went viral 5 days ago lol It generated $208k GMV Not fake EMV (smh) earning $40k for a 10 second video seems life changing Maybe more moms will try their luck Considering our wom drives sales She also shares mom/toddler/WFH/ lifestyle items on her Amazon storefront Make no mistake, we've entered the C2M (creator-to-manufacturer) era The reason Jennifer Lopez, Rihanna, Beyonce, Charli D'Amelio, Arielle Charnas failed w/their lines... They didn’t have operators who organized around this or the right data/agile supply chain /community I was the 1st to report LY that ALL top 10 shopping apps & ecomm sites were direct from manufacturer To survive we must urgently convert cultural relevance into commerce And it's not happening on Instagram… In fact, Facebook & Insta held less than 1% market share of social shopping btwn Sept-March TikTok Shop dominated at 68% What do all the kpis influencer marketers covet so much mean when social commerce comes from the advocacy of real people You have ZERO idea Renee even exists Talent-led brands must have a digital strategy... reach is not enough no matter how much your people lie to you You must have a set of components that, when properly constructed, equip the entire value chain w/ an important class of end products: content, 1st party data, products, & community all plugged directly into agile high-end suppliers Those still stuck in the old seasonal, broadcast mentality of make > ship > promote > pray for sales will be outmaneuvered by agile operators co-creating offerings in lockstep w/REAL TIME cultural momentum + high quality speedy makers Giants like Nike - see historic $28B wipeout LW A front thong? wtaf just another day of c-suits making decisions for women Pls don't screw up Caitlin Clark's shoe line Traditional forecasting just won’t cut it—real-time data & adaptability are essential for capitalizing on trends + avoiding crushing inventory mistakes RIP mass fashion - it's been nice knowing u Single TikToks that took hours to make will now take minutes & then it will be instant to create hundreds While we blame the "fact" no one is wearing streetwear When 2B citizens are digital natives, fashion buying declines at age 35, & everyone born from this point forward is one too It's past time for the fashion industry to organize around them #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #tiktokisthestore

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Things are happening in Apparel Innovation at adidas! The past 6 months have been a whirlwind of athlete engagement, intensive design, seemingly endless sample creation, fit testing, wear testing, material ordering, interviews, MORE testing, validation, and finally....a reveal! adidas Innovation PDX partnered with Adaptive Sports Northwest to better understand how to create basketball uniforms for seated athletes, specifically for wheelchair basketball players. Our athlete-led research and insight gathering focused on fit, comfort and thermoregulation, and culminated with a big reveal for the PNW Reign women's basketball team in April. Our kits, the first of their kind (!!), debuted at the National Wheelchair Basketball Association (NWBA) Women's Championships on April 26. The team who worked on this is talented beyond measure, and I'm so proud to be a part of such a meaningful project. Theola Wong Beatrice Fuller Rachel Rook Nicole Schrier Eric Holmes Meredith Dingman Terrazign Inc <3 This work wasn't briefed. It was born from an idea, and was fueled by the team's excitement and passion to do something groundbreaking, with an underserved set of athletes at the center. While some may see this work as lacking commercial opportunity, I'll point to a few key statistics: -1 in 6 people globally are living with a disability. That's over a billion people. -93% of women with disabilities are not involved in sport. -Wheelchair basketball, one of the most popular Paralympic sports, is played by over 100,000 people worldwide. -Paralympic TV viewership is up 107%. According to Paris2024.org's recent press release about the games, "Paris 2024 will make history as the first Paralympic Games to offer some live coverage from each of the 22 sports." I see this as just the beginning. Seated athletes and athletes of all abilities deserve product that fits their bodies and serves their needs, and I hope this work serves as inspiration for other brands to take a look at adaptive athletics as a meaningful driver of business as well as a meaningful offering for underserved athletes. I'm so excited to watch the Paralympic Games in Paris (from my favorite sports bars in Portland!) this year, and to continue our work with these amazing athletes. https://lnkd.in/eR-rcsJH

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The Walt Disney Company CEO, Bob Iger and DPEP Chairman, Josh D'Amaro have been using the word “turbocharging” a lot lately as it was previously announced for the company dishing out a $60B+ dollar investment, into the DPEP division for making it as one “most profitable” streams of revenue for the company. From Iger’s argument as he feels like the future of the business is within “IPs & not original storytelling” as used such examples from franchises via; “Moana”, “Zootopia”, “Star Wars/Lucasfilm”, “Toy Story” & more. As Iger spoke at the recently MoffettNathanson for his response about the uses of the IPs/franchises etc: https://lnkd.in/gvZdrigD #disneyworld #disneyland #disneyparks #disneycastlife #disneycast #themedentertainment #themeparks #disney100 #disney #marvel #marvelstudios #starwars #lucasfilm #pixar #20thcenturystudios #entertainmentnews #entertainmentindustry #industrynews #storytelling #creativedesign #leadership #businessnews #businessindustry

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This is good news. The ads and film have tapped into the most important needs of consumers: inspiration, optimism, vitality, and autonomy. But this sector needs more than just pretty storytelling in ads - it needs storydoing/living (on their part) and to impart story being (where consumers are participants not just audiences). That means live experiences and showing consumers what Adidas can/will be for them IRL. #brainmanagement

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As an Executive Recruiter in Retail - I get to speak to some of the worlds most talented Creatives (one of the BEST parts of my job). ❤️ Here are 3 trends I have noticed from speaking to Product Executives and what they are seeking as they look for their next opportunity: + A connection to the product the are working on is essential; do they use it, wear it, feel passionately about it. Further to that these Executives want to feel aligned to the greater purpose, mission and values of the brand, this has become a non-negotiable. ✨ + Living in the same city as HQ is not imperative. While it is important to see, touch and feel product, it is also important to have autonomy over their schedule and the flexibility to navigate their very full lives. A hybrid work environment is the perfect balance for a Product Executive. They are well versed in living remotely and flying in regularly for key product/leadership meetings. 🌍 + Budget and ability to travel. Trade shows, factory visits and inspiration trips are essential to the success of a creative. While budgets have been tight in recent years prioritizing travel is key to fulfill their responsibilities. ✈️ Product Executives/Recruiters, what else is on your list? #retail #apparel #CPG #retailindustry #recruitmenttrends #executives #executiverecruitment #eleveneleventalent

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Really interesting stat on why micro-influencers trump celebrities every time, from this byline from Emma Ferrara of Viral Nation: "For brands embracing [a 'rawthentic'] approach, the results are 6X engagement rates that dwarf overly produced celebrity endorsements at a fraction of the cost." #creatoreconomy #influencermarketing #microinfluencers

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The fashion world is undergoing a digital revolution, and brand partnerships are playing a starring role!   As the Vice President of Brand Partnerships at Fixated, Coach's recent foray into the metaverse with virtual handbags on Roblox and Zepeto is a fascinating glimpse into the future of fashion and brand engagement. Learn more here: https://lnkd.in/gqdEV3u4.    Forget a passing fad – this is a game-changer.   Why, you might ask?   The metaverse offers a whole new way to tell your brand story.  Virtual handbags are just the first chapter. Think immersive fashion shows, interactive experiences that let users engage with your brand in a whole new way, and influencer campaigns featuring stylish avatars.    To thrive in this space, brands need to partner with creators who understand the metaverse landscape and can co-create captivating experiences.   Gen Z lives in the metaverse, and that's where brands need to be too.  This isn't just about staying trendy. It's about meeting your audience where they connect.    Partnering with metaverse creators allows brands to tap into this demographic authentically, fostering genuine connections built on shared experiences within the virtual world.   Now there’s the "phygital" experience.  Virtual handbag ownership might translate to real-world benefits or exclusive access, creating a unique blend of physical and digital experiences.    Brands and creators can collaborate to create these "phygital" experiences, further bridging the gap between the physical and virtual worlds.   #MetaverseMarketing #BrandPartnerships #TheFutureofFashion #Coach #Roblox #Zepeto

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🌎 Living in a Next-Gen Material World is about envisioning radical futures and solving systemic issues in the Fashion Industry. 🔬 In my latest TOMORROW column (issue #28) for Spur magazine, we focused on the Bio-Industrial Revolution and how forward-thinking leaders are reshaping industries with groundbreaking solutions. ⏩ There's a momentum I’ve witnessed grow in over a decade of covering fashion futures and bio-materials. 💚 A moral imperative drives this bio-industrial revolution, transforming how we produce fashion goods to create a new normal. 🛰️ The future is about reimagining what's possible. 📰 Read the insights here (in English) https://lnkd.in/gf9e_f7W Featuring: Sway GANNI BioFluff Kuori Natural Fiber Weldings Living Ink Modern Synthesis Rubi Laboratories Qorium & More!

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