These are the stories making headlines in fashion on Friday.
Vans launches collaboration with Emma Mulholland on Holiday
In its first collaboration with Vans, Australian label Emma Mulholland on Holiday combines its travel and souvenir-inspired aesthetic with classic Vans skateboarding styles as Sk8-Hi taperedthat Classic Slip-Onthat Old-fashioned and the Decon Slide, which EM on Holiday revamped with its signature Happy Hibiscus and Olive and Purple Check prints. The collection also includes ready to wear and accessories options priced from $14 – $120. The Emma Mulholland on Holiday x Vans collaboration is available for purchase now at vans.com. Fashionista Inbox
Luar teases New York pop-up
Alongside a new digital campaign for its limited-edition orange ponyhair Ana Bag, Luar teased a pop-up shop in New York City. It will only be one day in August. 9. at a location that will be disclosed on the brand’s website Instagram the night before. Fashionista Inbox
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The North Face focuses on resale
Four years after The North Face was launched Renewedits self-powered resale platform, the brand is looking to place a greater focus on its circularity efforts until 2023. To accelerate this, The North Face acquired two partners in May: Tersus and File. With Renewed, The North Face is targeting three customer groups: a consumer who feels that Renewed offers them an affordable entry into the brand, “fashionistas” who are interested in older products and an engaged audience of people who only buy products that exists in a circular business model, says Matt Schiff, The North Face’s VP of e-commerce. In September, the brand will go one step further by introducing its first capsule collection specially made for a renewed circular business model. Blank
DTC brands are looking for more affiliate marketing to scale business
Affiliate marketing is nothing new for digitally native brands. Many online retailers have even built in-house departments to manage creators who promote their affiliate links and help generate sales. And as changes to privacy and third-party cookies loom, many direct-to-consumer brands are dedicating even more of their ad budgets to affiliate marketing. Dorsey founder and CEO Meg Strachan told Modern Retail that “from a creative perspective, people aren’t responding to the same kind of overproduced creative that converted customers five years ago.” Today’s editorial gift guides, reviews and influencer recommendations attract young consumers more than a glamorous advertisement. Modern retail
Website Photo: Courtesy of Vans
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