Ana Andjelic: How Everlane, Outlier, and Patagonia are tapping into the ‘social activewear’ phenomenon.
Brands are proposing new ideas to society through fabric, and answering the new consumer desire to signal a shared belief system through luxury goods and clothing. Rather than being about logos and individual status signaling, social activewear is about identifying with the collective.
Ana Andjelic – Rethinking luxury’s technology gameplan.
Longstanding luxury brands tend to treat technology as a marketing play or a value-add that sits on top of their business models – rather than harnessing technology to actually transform their businesses. Ana Andjelic’s argument: It’s a terrible approach. (652 words)
