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October 27, 2014

Ikea will move into fashion next, predicts Swedish author Stefan Engeseth

Lucire staff/10.50

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Swedish author and business thinker Stefan Engeseth predicts that Ikea’s next move will be into the world of fashion.
   Engeseth says that Ikea’s expertise lends itself easily to the world of apparel. ‘Fashion is an expression of how to package and sell design,’ he says.
   He believes that fashion is in a repetitive cycle, stuck in history and needing renewal.
   Ikea could offer both complete apparel items and composite parts that customers could assemble themselves, says Mr Engeseth. The parts could be “tailored” at home in inventive ways without the need for complex sewing.
   â€˜Emotionally, this connects people to how life was in the beginning,’ he says. ‘Customers can personalize and “hack” the designs.’
   Jack Yan, publisher of Lucire, and a branding expert in his own right, says Engeseth’s ideas have a great deal of merit.
   â€˜This taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanƓuvring many existing fashion labels,’ says Yan. ‘Ikea has an international retail base and it has distribution down to a fine art.’
   For completed clothing, Engeseth says that Ikea could offer Unisex dressing, without the divisions of male and female, but as an ‘Ikea member’.
   He sees Ikea clothing as being high-tech and low-cost, harder-wearing than the apparel found in mass-market retailers.
   â€˜We’re already seeing some shoppers go to outdoor and living stores to buy longer-lasting clothing. Ikea already sells reusable Kr 4 bags that are good and cheap; their clothes could be equally practical, as strong as work clothes,’ he says.
   â€˜You could even extend this hard-wearing philosophy into wedding gowns—after all, there are already some people opting to get married in Ikea stores.’
   Engeseth says Ikea could offer the clothing range to its fans first, so they have a “uniform”, much like football teams.
   â€˜There are 57 million Ikea “family members” already, so let them be the only ones who can buy the clothes first. This would be the longest catwalk ever.’
   He goes further, saying that those wearing Ikea clothing could qualify for greater discounts at the point of sale. ‘Not only will this build their tribe, it will “dress it up” to become a worldwide community.’
   Fans who have furnished their homes could host ‘Ikea days’, where dressed-up fans could invite their friends to their homes, which become pop-up fan showrooms. ‘That could give Ikea millions of stores, and greater exposure to how homes can be designed. That would bring in sales and the company could treble its profits,’ he says.

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October 24, 2014

H&M celebrates 10 years of designer collaborations with new book launching November 6

Lucire staff/13.58

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Time has flown: it has been 10 years since Hennes & Mauritz began its designer collaborations, the first with Karl Lagerfeld.
   The company will release a book, The First Ten Years, coinciding with its Alexander Wang x H&M launch on November 6.
   At the time, Lucire called it a move toward ‘attainable luxury': that even at a budget price, customers deserved to look good. It was a move toward democratization, something that had been seen en masse with technology, extended to fashion.
   The first Karl Lagerfeld for H&M collection prompted the designer to say, ‘Taste and looking chic is no longer a question of money or how you spend, but how you create a unique sense of style.’
   H&M’s collaborators have included Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Commes des Garcons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, Maison Martin Margiela, Isabel Marant and Alexander Wang.
   The book features imagery from all designers, and will retail for US$34·95, available through select H&M stores in the US. A quarter of the cover price will go to Unicef.
   H&M will begin its celebration with a design retrospective at its flagship 589 Fifth Avenue, New York City store on October 27, with looks from each past designer.
   The store will showcase a new look from the Alexander Wang x H&M collection each day by way of preview.

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September 30, 2014

H&M to launch Design Award winner Eddy Anemian’s capsule collection on October 23

Lucire staff/13.05

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Hennes & Mauritz has shown the capsule collection created by la Cambre fashion graduate and winner of the H&M Design Award, Eddy Anemian (left), ahead of its on-sale date of October 23.
   Anemian worked with the H&M design team and was impressed at how faithfully his work was translated into reality, including his ‘couture cutting and sewing techniques.’
   Anemian’s winning H&M Design Award collection was inspired by Tilda Swinton’s character in I Am Love and the neoclassical French painter Jean-Auguste-Dominique Ingres. He cut floral upholstery fabric into strips, then reconstructed them.
   The H&M capsule collection takes the same idea, and can be seen in a blue floral jacket with strips spreading out from the neckline, then curve back in over the hips, while a yellow floral skirt is constructed from vertical strips. Other items highlighted by the label include a white skirt with ruffles replicating marble patterns, and a white jumpsuit with floral sleeves.
   Anemian hopes to start his own label in the future. His collection will be available on- and offline at selected stores.




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August 27, 2014

Crown Princess Victoria visits Team SCA, the all-women team in the Volvo Yacht Race

Lucire staff/13.35

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HRH Crown Princess Victoria of Sweden visited the all-women SCA team, which plans to embark on the nine-month round-the-world Volvo Ocean Race, at its HQ in Stockholm. She has become the godmother of the Team SCA crew’s 65 ft yacht.
   The team, which sees itself as a role model for women, says Princess Victoria’s visit was inspirational. She is one of only three heirs apparent to the throne around the world, and she has a genuine interest in sport and fitness.
   The princess examined each station on the yacht during her visit and tried the grinding machine.
   â€˜We are delighted and honoured by Crown Princess Victoria’s godmother role for the women of Team SCA. As Crown Princess Victoria, who is a true ambassador for many good causes, and inspires many people around the world, we hope our female team will motivate and inspire others to pursue their dreams and goals,’ says Jan Johansson, president and CEO of SCA. ‘Since 80 per cent of SCA consumers are women, and we want to see women work in an arena that is normally reserved for men, we chose a female team for our participation in the Volvo Ocean Race.’
   â€˜Meeting Crown Princess Victoria was an honour; she is a great role model and inspiration to women and it is fantastic to have her as our godmother during the race. It was great to give her an insight into our world and have the opportunity to meet with her in person,’ says crew member Dee Caffari.
   SCA is a forestry and hygiene products’ company behind the Libra, Sorbent, Tena and Tork brands.
   The Volvo Ocean Race begins in Alicante in October. The women in Team SCA can be seen in the TV series No Ordinary Women, which dĂ©buted on July 20 on 7Two in Australia and YLE in Finland. It will soon air on TV3 in Sweden.


Jonas Ekstromer

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Filed under: health, living, Lucire, Sweden
August 26, 2014

Volvo releases details of second-generation XC90

Jack Yan/15.03

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Volvo has released official information on the second-generation XC90, replacing the original SUV that first caught the public’s attention in 2002.
   The new XC90 is aimed at a more affluent audience while preserving traditional Volvo values, as the Swedish brand aims to increase its international sales as a prestige marque, especially in China.
   The XC90 is the first car from the Swedish brand, now a subsidiary of China’s Geely, developed after its sale by the Ford Motor Company.
   The engine line-up features D4 and D5 diesels, producing 190 and 225 PS respectively, and T5 and T6 petrol units, developing 225 and 320 PS. A Twin Engine T8 is the flagship of the range, with 400 PS and a hybrid driveline (petrol engine driving the front wheels, an electric motor driving the rear), in line with Volvo’s loftier ambitions for its big SUV, while showing its social commitment. Volvo says a three-cylinder unit is in the XC90’s future.
   Size has increased, too: length is up to 4,950 mm (compared with 4,807 mm), with a wheelbase up from 2,857 mm to 2,984 mm, ensuring the new car is more commodious. Width is 2,008 mm, an increase from the current model’s 1,936 mm, helping distance it from the mid-sized XC60. Height is now 1,775 mm, the only measure which has decreased from its predecessor, by a mere 9 mm. The tracks are also wider, front and rear, by 3–4 inches.
   Volvo’s new design language, already previewed on the Concept CoupĂ©, Concept XC CoupĂ© and Concept Estate, is a sportier, simpler expression of many of its traditional cues, but shakes off Swedish restraint for a more expressive, aspirational feel. The iron logo has been reinterpreted to appear more solid, with the ribbon at a lower angle. The sides are straighter, with the waistline more parallel with the ground.
   The SUV is on Volvo’s new SPA scalable architecture, which will form the basis of future Volvo models.
   The interior has also been rethought with a new design language, with a large Sensus screen in the middle of the dashboard, divided into GPS at the top, media and phone in the middle, and climate control settings at the bottom. Cloud-based services can also be accessed through the Sensus system, with compatibility with Android and Apple, including Google Maps and Spotify through those OSs. A head-up display is also available. The interior is also more luxurious, with more sumptuous, redesigned seats. Volvo claims the third row of seats provides class-leading room. The Bowers & Wilkins sound system is unique to the XC90, and features an air-vented subwoofer.
   In safety terms, Volvo dĂ©buts two features. The first is automatic braking when turning left (turning right for RHD models) into oncoming vehicles. Secondly, Volvo launches an active safety feature in cases where, should the car begin to depart from the road, it will tighten the front seat belts to hold the passengers in place. Meanwhile, its engineers have developed an energy-absorbing function between the chair and chair frame to dampen the vertical forces, helping to prevent back injuries.
   Volvo Car Group CEO Hakan Samuelsson says, ‘This is one of the most important days in our history. We are launching not only a car, but we are also relaunching our brand. Today begins a new era in our company.’
   The first-generation model continues in China as the XC90 Classic.—Jack Yan, Publisher

















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August 20, 2014

Lindex will open London store for spring 2015

Lucire staff/13.45

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Above An image from Lindex’s autumn 2014 campaign.

Lindex, the Swedish brand now part of the Finnish Stockmann group, will open a store in London in spring 2015.
   The company has been gradually raising its profile over the last few years, including hiring actress PenĂ©lope Cruz to model one of its collections.
   This latest move sees Lindex open at Westfield Stratford City, along with a UK distribution centre. UK customers can already purchase online at lindex.com.
   The store promises to reflect Lindex’s Scandinavian heritage with its dĂ©cor and service.
   â€˜This is a great day in our history. We have longed to offer our affordable and inspiring fashion in an exciting city like London, one of the world’s most attractive shopping destinations,’ said Lindex CEO Ingvar Larsson in a release.
   Lindex notes that London has more global fashion brands than any other city.

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Filed under: fashion, London, Lucire, Sweden
August 19, 2014

Sponsored video: Wasa uses paid parental leave to sell crisp bread

Lucire staff/10.53

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A Lucire special promotion



Wasa’s blue and yellow logo already indicates its origins—Sweden. It’s a brand that most Swedes already know, as the company has been making knĂ€ckebröd, a type of cracker or crisp bread, for decades. The company, founded by K. E. Lundström in 1919 in SkellefteĂ„, might now be under Italian ownership, but it still has its royal warrant, probably helped by Wasa’s name’s connection to the 16th-century monarch Gustav I and the Vasa dynasty.
   The new advertising campaign, aimed at the US, doesn’t look into the name’s royal origins, but plays on its perceived Swedishness. As multinational food brands go, many of them, now absorbed into bigger players, rely on their national origins for differentiation, and Wasa is no exception. The difference is that Wasa knĂ€ckebröd remains very Swedish in its execution and is seen as quintessential.
   But what is Sweden about? It certainly makes a telling contrast to the United States. The advertisement stays away from anything controversial like health care or law enforcement, and touches on Sweden’s image of an egalitarian democracy.
   Clarissa, the American businesswoman in Sweden for work, attends a yoga class, only to find that her classmates are a group of attractive fathers with their babies.
   Sweden offers 16 months’ paid parental leave or förĂ€ldraförsĂ€kringen. Ninety per cent of Swedish fathers take the leave. This can be contrasted to New Zealand, which offers 14 weeks, increasing to 18 in 2016, after the policy was introduced by the Alliance in the 2000s. The US, where the ad is targeted, offers none—joining Lesotho, Liberia, Swaziland and Papua New Guinea.
   Proclaims one of the Dads in the ad, ‘This is Sweden. We have something called pappaledighet. It’s when the daddies stay at home for six months while the moms are working.’ Clarissa breaks the fourth wall, and ponders, ‘We sent a man to the moon. What a waste, when we could have sent him to the playground as our Swedish sisters do.’
   And to seal the deal, perhaps in a very obvious fashion, a baby brings her a box of Wasa crisp bread.
   It’s an unusual approach to selling a fast-moving consumer good, but it emphasizes that the Swedish national image remains a very healthy one for companies that have a connection to the Nordic nation.


Article sponsored by Wasa

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Filed under: culture, living, society, Sweden
August 12, 2014

H&M collaborates with Kate Mara and Johnny Wujek on New York stores’ windows

Lucire staff/15.12

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Hennes & Mauritz

Hennes & Mauritz, with its flagship Fifth Avenue store open in New York alongside other locations in the city, is collaborating with actress Kate Mara (Fantastic Four) and stylist Johnny Wujek to kick off Fashion Week there.
   Mara and Wujek will curate windows in nine H&M New York stores, and introduce their picks in select stores in the US, as well as online.
   On September 4, they will meet fashion students at the Fifth Avenue store for a panel discussion, as the first event of Fashion Week. It also marks the launch of the H&M Studio range for autumn–winter 2014–15.
   The pair are close friends and H&M says the windows will reflect their personalities: Mara with a chic, approachable sensibility, and Wujek with bold and quirky styles.
   Their inspiration has come from black-and-white photography of New York’s cityscape, and its light projections, bridges and building windows.
   â€˜It was a no-brainer for us to work together on this as we both have a true appreciation for accessible high fashion and our favorite city of New York,’ said Mara in a release.
   Wujek added, ‘Immediately I said yes to work on this incredibly creative project with H&M and Kate. H&M is a pioneer in the field of fashion and being asked to creative-direct their store windows for the opening of New York Fashion Week was my Mannequin dream come true—one of my favourite movies growing up. I can’t wait for people to walk by and see the beauty we make in the H&M windows.’




Hennes & Mauritz

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