Supreme

In the quest for differentiation, fashion brands increasingly turn to collaborations, navigating a terrain where the boundaries between luxury, premium, mainstream, and low-cost are increasingly indistinct. The key issue: a lack of synergy among collaborators.

Last Friday, President Trump declared a national emergency over the coronavirus. Nike, Everlane, Abercrombie & Fitch are a few amongst many that have ceased their operations over the coronavirus.  

The company’s first store in the Italian market will open its doors next July in Milan, one of the main cities in the retail sector. 

Both brands will launch a capsule collection next April. Until now, their collaboration was focused on sneakers.

International Brand Firm has been using the same logo as the New York-based company for five years. But while the American begins to win the battle in court, the Italian (with a  flagship in Shanghai with skateboard ramp included) continues to advance in the streets and increasing its revenue.      

Authenticity, scarcity, democracy, affordability and linking the online and offline strategy, are the keys that the consultant PwC gives to remain profitable in the urban fashion market.