It’s a very good question to which I attempt many times to answer. Jorge S. B. Guerreiro, from the blog JSBG, did it pretty well in an interview made by La Télé! So is there any mysterious cause that prevents us to have our own COS, Topshop and Co in Switzerland???
Brands like Gap, Uniqlo, Cos, Topshop, Urban Outfitters or J. Crew are red hot right now all over Europe but don’t have even one shop in our country. So is the Swiss market not enough lucrative? Quite the opposite in fact! The per capita income is very high and so is the purchasing power. Furthermore, the Swiss market is a mature one. But we suffer from the size and the high standard of living of our country: small market, very expensive real estate, too few big cities.
On one hand, the Swiss market acts, according to Jorge S. B. Guerreiro, as laboratory due to the diversity of its population. But on the other hand, the communication costs are a real deal-breaker. Indeed the communication has to be in several languages and it’s not profitable for a brand to establish its own PR or marketing office in Switzerland.
Despite the encounters barriers to enter the Swiss market, several brands like Maje, Sandro, Claudie Pierlot or Zadig & Voltaire have taken the plunge these past few years. The next on the list:
COS The Kooples!
Dear fashion junky,
As promised, the second trend called Ports of call:
- Consumer profile: afterglobalists (nomads & globetrotters)
- Attitude: slonesty (ethical, local & honest)
- Culture: folk art (contemporary arts & crafts)
- Icon: Navone (ultramodern folklore)
- Colors: world basics (brown,indigo blue, orange)
- Pattern: neo breton folklore, urban folk mix (romantic, folk, city pieces)
- Shape: functional chic,
- Fabrics: embroideries, doilies & patches, ceramics, rustic poetry, contemporary folklore
- Accessory: minimal folklore, macramé & crochet
- Beauty: enamels, fish nets (hair), siren (eyes)
Have a nice week! Bisous.
Dear fashion aficionados,
I’m so sorry I kept off writing for such a long time! I just started a new job and it’s very time-consuming, but for the very best!
There are 4 trends this season, according to the well-known trend forecasting agency, Nelly Rodi.
The first trend is Halo, with the following characteristics:
Consumer profile: light traveler
Attitude: inner reflection
Culture: renaissance (art & science)
Icon: Aldo Bakker (futuriste monacal)
Colors: opalescence, metallic gleam
Fabrics: compact & light, opacity transparency, quivering textures, visionary, pure athletic
Pattern: luminescence, poetic electrogramms, translucent layers
Shape: sport influence
Beauty: frosted & iridescent
The next trend is coming… next week!
A lot of kisses
I’m having fun like a little girl playing with a truck!