In the nearly two years since The New York Times reported that H&M was destroying and discarding unworn clothing, we've seen the retailer make strides to minimize the impacts of fast fashion. Rather than just making a quick financial donation to quiet the backlash and bad press, they swiftly created Conscious* programs and collections committed to environmentally friendly practices.

 

While it's true that there are many retail examples of economically, socially, and environmentally sustainable commitments — H&M's newest venture, a recycling program that lets customers exchange old clothes for store discounts, has caught our attention.

 

The iCollect initiative will launch in February 2013 with boxes placed near cash wraps in stores for recycling worn garments. According to WWD, vouchers in the form of store discounts will be issued for each bag of used clothing regardless of the brand (i.e., non-H&M items are also accepted) or condition.

 

It seems like forever since we were in Paris marveling at the window displays, featuring Anglomania as a defining theme in 2012.

 

Earlier this month, the Queen’s Diamond Jubilee proved that the British know how to market with ceremony and grandeur. And if these products and projects serve as a trend indicator, July 27^th will be an Olympic moment to behold.  

 

 

 

Luggage, backpacks and tote bags are getting overhauled in Olympic-inspired artwork as the world sets its gaze on London. Selfridges has geared up to an historic summer of sports with the launch of its limited edition Urban Survival Backpack range, created by Mulberry, Oliver Spencer, Vivienne Westwood, Paul Smith, 3.1 Philip Lim, Barbour, Eastpak, Kiehl’s, and Nike. Other brands embracing the trend include: Gucci with the Series Collection (a combo pack of high-tops and a large leather duffle boasting the London skyline), Y-3 with a Faster, Higher, Stronger Collection of graphic totes, and MCM with a pyramid-studded punk homage to the Union Jack flag.

 

 

 

Aiming to prove that Coca Cola’s not just a drink but a cultural superstar, the brand has tapped producer Mark Ronson to mix the sounds of athletes in training for the games with Katy B’s vocals. The brand also engaged designer Matt W. Moore, aka MWM, to create a visual identity boasting his signature “Vectorfunk” style.

 

Following suit, the 2012 Olympic Games in London are getting creative to engage a new audience online. The Olympic Athletes’ Hub aggregates the verified social media feeds of more than 1,000 current and former Olympians and posts content directly from Facebook and Twitter accounts. A gamification layer incents fans to interact with the site to access exclusive training-tips videos and gain virtual and real-world prizes according to how many athletes they like and follow online.  

 

Framed as a cultural innovator with roots in modernism and heritage, the London Olympics are sure to deepen our fascination with all things British.

Luxury menswear is leading the trend and growing at a rate of about 14% per year, according to a new study.

 

"The Affluent Male: What His Online Behavior Can Teach Luxury Brand Marketers," released last week by iProspect, shows the online preferences and behaviors of affluent males – including device, advertising, research, shopping and brand preferences.

 

 

According to the study, there are 19 million affluent males (age 18 and older) with a household income of at least $100,000 on the Internet and 40% of the respondents to the study indicated that they are shopping online at least twice a week. And those who are shopping multiple times are spending more than $30,000 annually.

"The old adage that men hate to shop is being upended by the digital experience. Not only are affluent men shopping online more, but this demographic is doing extensive research, shopping and then purchasing online, which provides advertisers with multiple touch points to reach him. Understanding the habits of the high-end consumer allows iProspect to help our clients develop well-integrated digital campaigns that connect with this audience and deliver results," said Robert Murray, Global CEO, iProspect.

 

 

According to the study, 70% of affluent males prefer to research and buy online rather than researching online and purchasing in store. And they are adopting a multi-channel, smart commerce approach to accessing the internet. 

"By all indications, this segment has untapped purchasing power which can and will trickle down to non-luxury brands," said Murray. "The best digital marketing strategies integrate practices across all channels. For brand managers, knowing how to effectively communicate to affluent men will a key factor to success in an increasingly digital world."

 

The research also showed that 84% of those surveyed make purchases for themselves, with the most-searched categories including travel, accessories, apparel and automobiles. Within the affluent demographic, this study contradicts the cornerstone of She-conomics – which advocates that women account for 85% of all consumer purchases and represent the majority of the online market.

 

As we track the growth opportunities within the menswear category, alongside purchasing trends, it’s apparent that these new findings represent an alteration to the online fabric. More and more, it's the visual storytelling and consistent holistic messaging that attract appeal.

 

{source: iProspect}