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Saithia, Lugano (2026)

26/06/2023

📚 Baggy jeans have a rich history dating back to the early 19th century.

👖 Originally functional workwear, in the 1990s they later became a symbol of rebellion embraced by skateboarders, rappers, and other subcultures.

🪽 The loose style represented non-conformity, freedom, and a break from traditional fashion norms.

🏆 While they transitioned from outcasts to the mainstream in the early 2000s, they were soon replaced by slimmer fits.

🔄 But fashion trends are cyclical, and the nostalgic revival of Y2K fashion has brought baggy jeans back into the spotlight.

👇🏾 Here are some brands that contributed to the rise of the Y2K baggy jeans trend:

• Tommy Hilfiger
• Marithé François Girbaud
• Closed
• Cross Colours
• Karl Kani
• Homeboy
• JNCO
• Phat Farm
• Ecko Unltd
• Rocawear
• FUBU
• Southpole
• Sean John
• Fresh jive
• Antik Denim
• True Religion
• Evisu
• Samurai jeans
• Lugz
• Enyce
• Pelle Pelle
• Levi’s® SilverTab™
• JNCO
• Blind
• Alien Workshop
• Droors

✍🏻 Comment below and let us know your favorite baggy jeans brand!
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03/06/2023

🧠Key takeaways
from BoF’s article: Luxury’s Race to the Top, published the 4th of May 2023

💎 Savigny Luxury Index (SLI)

The SLI is a crucial benchmark that tracks the performance of the luxury goods industry. It comprises the 17 biggest luxury goods companies.

📊 Market Dominance: LVMH vs. Kering

The top 5 companies in the SLI generate nearly 80% of total sales and own 142 out of 190 brands. LVMH stands out, accounting for 42% of revenue, surpassing its closest competitor, Kering, far behind at 11%.

💰 Profitability of Larger Companies

Larger companies are more profitable, thanks to economies of scale and persuasive negotiating positions. The top five SLI companies achieved an average EBITDA margin of 31.2%, vs. 20.6% for the rest of the index.

🌟 Strategic Brand Portfolio

A diversified brand portfolio offers strategic advantages in the luxury industry. It enables synergies, risk diversification and allow mitigating brand fatigue by pushing a fresher one when another cools off.

🌱 Opportunities for New Players

Although major luxury conglomerates dominate the industry, new players still find room to thrive. The beauty sector, in particular, presents opportunities for faster growth through multi-brand retailing.

🔍 Acquisition Targets

Rather than becoming consolidators themselves, smaller luxury companies such as Prada, Moncler, Coach or Tapestry are more likely to become acquisition targets.

⚖️ Mixed Performance in Luxury Market

The luxury market’s recent performance showcases a mixed bag of successes and challenges. Hermès, Brunello Cucinelli, and Moncler stand out with remarkable revenue growth. However, Ferragamo and Capri Holdings face declining sales.

📖 Source

Business of Fashion, May 04, 2023, Luxury’s race to the top, by Pierre Mallevay.
Capital IQ, Data as at March 31, 2023.

📚Follow us for more fashion merchandising insights.
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27/05/2023

Glossary: Glocal

💡Glocal is the merging of “global” and “local”.

📍In fashion, it refers to adapting a collection to meet customers' preferences in a specific region.

🌍Globalisation brought uniformity in trends and customer behaviours, but local specificities still thrive. Understanding these nuances becomes a valuable business opportunity for brands.

⚖️ By blending global influences with local sensibilities, the concept of glocal aims to find a balance between catering to broader global trends and addressing the unique demands of local markets.

🔑The key lies in maintaining a consistent brand identity while catering to specific market demands. This delicate equilibrium allows brands to ensure global success.

🧬 Responding to local needs doesn’t mean compromising the overall aesthetic and brand coherence. Adapting a little while staying true to your DNA is key.

👉🏼Follow us for more fashion merchandising insights.

19/05/2023

🧠"Embrace chaos and put chaos into your business because if you always think the same, you become predictable and you become boring. You have to have the courage and the willingness to change."

📍Pietro Beccari, a distinguished executive in the luxury fashion industry, was born in Italy on August 23, 1967.

🎓He earned a degree in Business Administration from Parma University in Italy.

🎖️Beccari embarked on his career in marketing, working at companies like Benckiser in Italy and Parmalat in the US.

🎖️He then transitioned to general management, serving as the Corporate Vice-President for Haircare at Henkel in Germany.

🎖️In 2006, Beccari joined LVMH as the Executive Vice-President of Marketing and Communications for Louis Vuitton, where he gained recognition for his outstanding work on campaigns like "Journeys."

🎖️In 2012, he assumed the role of Chairman and CEO of Fendi, successfully revitalizing the brand's image and deepening its connection to Italian culture. Notably, Fendi launched the "Fendi for Fountains" project, contributing over €2.2 million to restoration efforts, and announced plans to relocate its corporate offices to the Palazzo della Civiltà Italiana.

🎖️In 2018, Beccari took on the prestigious position of Chairman and CEO at Christian Dior Couture. Under his leadership, Dior experienced remarkable growth, with sales estimated to have quadrupled to around €9 billion in 2022. Beccari's innovative strategies and emphasis on elegance breathed new life into the brand, particularly resonating with younger consumers.

🎖️Since February 2023, Beccari has assumed the role of Chairman and CEO of Louis Vuitton, the flagship brand of the LVMH portfolio. His appointment brought about significant executive reshuffling within LVMH, highlighting his standing as one of the organization's top executives. Beccari's stellar track record and ability to drive brand success have solidified his position as a key figure in the luxury fashion industry.
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12/05/2023

⛱️What are the coolest sport slides to wear this summer?

🦶🏻Salomon - RX Slide 3.0
🦶🏻Asics - Actibreeze 3D
🦶🏼Hoka - Ora Recovery Slide
🦶🏼Fear of God x Birkenstock - Los Feliz
🦶🏽Suicoke x Bodega - Kaw-Cab Slide
🦶🏽Keen x Atmos - Uneek
🦶🏾Salehe Bembury x Crocs - Pollex Clog

💡Are there any other slides you’d like to include?

👇🏻Let us know in the comments section below.
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04/05/2023

🧠Key takeaways
from McKinsey’s article "Great merchandising never goes out of fashion", published the 15th of Match 2023:

💡Given the current economic environment and unprecedented uncertainty companies are facing, the need to get Merchandising right is even more urgent than usual.

💡Merchandisers should simplify their assortments.

Cut the number of annual collections and reduce the number of total SKUs.

Extend product shelf life to maximize sell-through and minimize markdowns.

💡Digital engagement increases consumer appetite for newness but the volatility of demand too.

As a consequence, novelty products’ lifecycles are contracting.

💡In response, merchants should ensure :

Earlier alignment with Production and Marketing.

Distinct go-to-market calendars for newness and carry-overs.

An increased in-season flexibility.

💡Walk the talk on Sustainability.

Merchandisers have a key role to play here. They can reduce waste by limiting overdevelopment, prioritizing sustainable materials, design for circularity, and ensure a conscientious supply chain.

💡Decelerating e-commerce growth and rising digital marketing costs require recalibrating distribution channels (retail, e-tail, wholesale, marketplaces) and defining individual assortment strategies for each.

💡Data and analytics continues to be a key focus area for Merchandising. Since few off-the-shelf end-to-end process management softwares are available, companies should build custom solutions to remain competitive.

💡Applying integrated digital solutions to Merchandising could
lead to up to:

50% faster time to market

8% rise in sell through

20% decline production costs

🍾Embedding a more agile merchandising capability that creates flexibility will allow brands to manage through the downturn and respond effectively to the return of growth.

🗞️The original article appeared on www.McKinsey.com. The authors are David Barrelet, Matthew Chapman, Erik Eklöw, Julia Huang, Felix Rölkens, and Hannah Yankelevich.
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28/04/2023

Glossary: Forecast 🔮

A sales forecast is an expression of expected sales revenue.

It estimates how much a company plans to sell within a specific time frame.

It answers two key questions:

How much a sales opportunity will bring into the business.
When this opportunity will hit.

Accurate forecasting allows companies to make educated, data-driven investments and spot potential issues while there is still time to mitigate them.

Among others, it informs decisions about the product go-to-market strategies, base orders, reorders, and production capacity booking.

Forecasting involves quantitative and qualitative data such as historical sales, up-and-coming trends, products’ lifecycle, and seasonality.

Nowadays, AI-powered automated forecasting models enable us to quickly analyse vast amounts of data and accurately spot patterns that humans may not detect.

Follow us for more fashion merchandising insights.

29/03/2023

At first, the varsity jacket, also known as the letterman or teddy jacket, was worn by athletes on North American school sports teams.

The name varsity comes from the abbreviation of the word university.

The story of the varsity jacket starts with the Harvard baseball team, which, in 1865, began awarding its members with a sweater featuring the letter H to distinguish its players from other students.

In the 1930s, the varsity jacket began to take on its modern form, typically featuring a boiled wool body, leather sleeves, snap buttons, and letter patches, denoting a school team.

The jackets embodied a sense of achievement for school athletes who earned the right to wear them.

Throughout the 50s and 60s, varsity jackets became a symbol of American youth culture as they began appearing in movies and TV shows featuring school sports teams.

By the 80s, they had become a fashion statement worn by all ages and backgrounds, regardless of athletic achievements.

Michael Jackson was a true protagonist of this new trend when he wore a varsity jacket in his music video for Thriller.

Today, the wearer picks his team. Whether it is a sports team or a luxury brand, varsity jackets are now widely available in all styles and colours, featuring custom designs and patches.

Is there another fashion trend you want to learn about? Ask saithia on the comments below.

23/03/2023

Saithia collaborated with EYTYS on their upcoming AW23 collection.

We advised on the collection structure, product assortment, and pricing architecture.

This collection will be available in stores this fall.

EYTYS is a Stockholm-based fashion house founded in 2013 by Max Schiller and Jonathan Hirschfeld with a mission to highlight and connect the creative community.

The brand started out by breaking boundaries in unisex footwear design with a philosophy of clashing contrasts and proportions, a vision that has progressed to ready-to-wear.

The main inspirations for the AW23 collection were the 1978 movie Rockers, which was about Jamaican music, and the recent book detailing its making.

20/03/2023

Key takeaways from the Prada Group – 2022 Full Year Results Report:

✔️Prada Group reported 2022 revenues of €4.2 billion, marking a +21.3% gain over 2021.

✔️Retail sales were the primary driver, up +23.8% to €3.7 billion, on a comparable basis.

✔️Prada and Miu Miu saw double-digit growth across all product categories: Leather Goods +18%, Ready To Wear +27%, and Footwear +29%.

✔️Asia Pacific declined -2% YoY, impacted by multiple lockdowns in China. This was offset by the strong performance in Europe with growth of +63% and Japan +31%.

✔️2022 also saw a leadership shakeup, with the appointment of Andrea Guerra as group CEO, taking the place of Patrizio Bertelli and Miuccia Prada, and Gianfranco D’Attis, who was made CEO of the Prada brand.

“Prada Group delivered excellent results in 2022, underpinned by brand momentum, greater client engagement, and rigorous strategy execution.”
- Patrizio Bertelli, Executive Director

What are some of the key takeaways you found interesting? Let us know in the comments below.

16/03/2023

Glossary: Editorial  Editorial pieces push fashion boundaries by showcasing designers' creativity and brands' artistry on the runway, capturing most of the public's attention.

Since most stylists focused on these statement garments to create impactful fashion magazines' editorials, they began to be called editorial pieces.

Magazine editorials are collections of images based on a particular theme showcasing models wearing selected clothes and accessories.

Editorial pieces are limited and do not usually generate high sales. Sometimes they aren't even sold at all.

From a marketing standpoint, the purpose of these pieces is to create virality and bring attention to the brand, highlighting the rest of the products offered.

In contrast, commercial pieces are usually practical in function and versatile in their design, acting as the collection's backbone and providing the bulk of sales and revenue.

Saithia

26/06/2023

03/06/2023

27/05/2023

19/05/2023

12/05/2023

04/05/2023

28/04/2023

29/03/2023

23/03/2023

20/03/2023

16/03/2023

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