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  • Quality not quantity proves the Millennial mantra
  • Quality not quantity proves the Millennial mantra
    Everlane (2015) ©

Everlane: ‘Radical Transparency’ for savvy millennials

Beautiful craftsmanship and fine fabrics aren't cheap, especially given the 800% markup between factory and shop floor. But now that US start-up Everlane is cutting the middle man to make ethical premium clothing affordable, its ‘radical transparency’ could really shake things up.

Location United States / Canada

There’s a beautiful fine-knit cashmere tank in your favourite shop. It’s ethically produced, lovingly made and – you’re pretty certain – the perfect basic. But it would set you back a week’s worth of rent. Is it worth it?

Well, since high street retailers mark up their prices by as much 8 times before they reach the consumer, the answer is too often ‘no’. Cue Everlane, a new online fashion brand luring shoppers away from pricey boutiques by cutting out the middle man, and the markup. Their luxe basics sell to a growing band of Millennial shoppers, who see ...



  • More choice makes people value quality

    More choice makes people value quality

    Buying a handbag? The choice is wide, from a canvas tote to a leather Hermès. But how does this influence the way we we value quality over price? Research suggests that a wider range of options sharpens the appreciation of quality, driving people toward luxury goods.

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    Who buys their skinny jeans in a supermarket?

    Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

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    Is treasuring the new materialism?

    ‘Til death us do part’ is usually reserved for weddings. But as sustainability becomes a bigger concern, it could be applied to our prized possessions, from cashmere jumpers to iPhones. But how achievable is this in a world where acquiring and upgrading are the status quo?

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    Bankrupted by designer bags

    As emerging economies transform the consumer base for high-end goods, luxury is moving out of range of all but the very richest. The fashion industry is rushing to fill the gap, as the notion of aspiration is remodelled to appeal to a diverse range of consumers – and budgets.