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Emma Birnbaum

Articles by Emma Birnbaum

Some untold truths about fast fashion 20 March 2020

Love it or hate it, fast fashion is the great success story of the contemporary apparel industry with a value system centred around inclusivity, representation, gender-neutrality, body positivity and racial equality. But as the the visual virtual world tightens its grip, fast fashion's future may not be as unwavering as it initially appears.

Zara epitomises the move from factory to retail giantHow garment factories can become retailers – Part 2 15 August 2019

The first of a two-part series looking at 'Why garment factories should move into retail' discussed some of the fears and concerns facing manufacturers and suppliers. Now, in the second instalment, Emma Birnbaum proposes two retail models that could help augment and redefine their operations. 

Suppliers have been upgrading their technology, processes and skillsets – the value of which have yet to be substantiatedWhy garment factories should move into retail – Part 1 12 August 2019

Sourcing and manufacturing are no longer enough to fuel apparel company and industry growth. In the first of a two-part series, Emma Birnbaum sets her stall on why factories should become retailers.

It is essential to learn how your potential new customers access information, so that you are the first supplier to come to mindHow suppliers can find new customers in these trying times 8 February 2019

Many of the apparel industry's retail stalwarts no longer have the the agility to evolve – or the volume of business to keep progressive factories and suppliers afloat. Yet there are countless new customers out there for those manufacturers ready to launch themselves into the future. It's just a case of knowing where to look, writes Emma Birnbaum. 

Science of Apparel uses scientific applications as a foundation for all of its productsScience of Apparel – a model for the industry of the future 20 March 2018

There is a growing trend that indicates the reimagining of the relationship between the customer and supplier – and also the way in which the suppliers and factories are valued, writes Emma Birnbaum. And she believes Science of Apparel sets a new standard for the future.

Primark is investing in niche markets with its sustainable cotton programmeIdeals vs Ideology in the apparel industry 31 January 2018

In the past, consumers shopped on an item-by-item basis. Today, consumer decisions are based on what conforms to their personal lifestyle goals. Here Emma Birnbaum argues that the ideals on which the new industry is constructed are in danger of devolving into a dogmatic ideology.

Consumers shop at Liberty because of the store ambience, the fabulous merchandising, the personal treatment, and mostly, because it is a lifestyle statementHow millennials (and actually, everyone) want to shop 6 June 2017

Brick and mortar companies cannot compete online. If they try, they will lose, and they will lose hard, writes Emma Birnbaum. Here she takes a closer look at why brick and mortar is not dead, but is just being mishandled.

Retailers are fuelled by the mistaken belief that consumer purchases are driven by priceLazy stores lead to limp profits – Comment 2 August 2016

Brick-and-mortar retailers are losing massive quantities of sales by dismally failing to provide an engaging shopping environment, writes Emma Birnbaum. Instead, they should be providing a seamless eexperience by creating a personalised and painless purchasing process, and providing as much product and user information as possible.

Gustin does not manufacture a single garment until the target quantity has been funded by individual customersAre you ready for the new Garment Industry 2.0? 4 January 2016

The impact of the internet is giving rise to the individual – as opposed to the mass-market – consumer, with new needs, ethics and expectations. And not surprisingly, the 'New Global Garment Industry' is already being created by, employing and selling to this individual, explains Emma Birnbaum, who adds that companies are being defined by their innovations.

Lanieri integrates Italian classic men’s tailoring with virtual shoppingCOMMENT: Cutting-edge companies focus on consumer needs 25 March 2015

Cutting-edge companies are hitting back at design and low quality stock manufactured by a faceless and perpetual assembly-line. In its place, the vanguard of the new industry is developing original and revolutionary business models.

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