Blog: Michelle RussellSelf-assembly fashion line for Ikea?

Michelle Russell | 31 October 2014

Yet another fast fashion brand could be about to launch, with suggestions that the next move by Swedish furniture retailer Ikea might be into apparel.

Swedish author and business consultant Stefan Engeseth believes Ikea's expertise lends itself easily to the world of apparel. "Fashion is an expression of how to package and sell design," he says.

In true Ikea style, Engeseth says the Swedish furniture retailer could offer both complete apparel items and composite parts that customers could assemble themselves. The parts could be "tailored" at home in inventive ways without the need for complex sewing.

"Emotionally, this connects people to how life was in the beginning," he says. "Customers can personalise and 'hack' the designs."

Jack Yan, publisher of the fashion magazine Lucire, and a branding expert in his own right, says Engeseth's ideas have a great deal of merit.

"This taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanoeuvring 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 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.

"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.

The idea is certainly an interesting one but Ikea will have to think about how it will compete effectively against the likes of fast fashion stalwarts H&M and Zara if it wants to make a success of any kind of apparel line.

Sectors: Apparel, Manufacturing, Retail

Companies: Zara, H&M

BLOG

US-China trade war takes a turn for the worse

Just as it seemed the ongoing US-China trade war was heading into the final round of talks, US President Donald Trump last week escalated the dispute by hiking tariffs on $200bn worth of Chinese expor...

NEWS

Calik Denim commits to UN Global Compact

Turkish denim mill Calik Denim has become the latest signatory to the UN Global Compact to boost its sustainability efforts....

BLOG

Primark defends position over unfair dismissal allegations in Bangladesh

Value fashion retailer Primark has defended its position following allegations that workers at its supplier factories in Bangladesh were dismissed for taking part in protests over low wages – and says...

NEWS

Chico's board rebuffs takeover bid

US women's wear retailer Chico's FAS has rejected an unsolicited proposal from private equity firm Sycamore Partners....

BLOG

Reflecting on Rana Plaza

Last week marked the sixth anniversary of the Rana Plaza building collapse in Bangladesh – with just-style taking a step-by-step look at the changes that have been made to improve worker and building ...

BLOG

Bangladesh Supreme Court delays Accord decision, again

For the seventh time the Supreme Court of Bangladesh has delayed its decision on the future operation of the Accord on Fire and Building Safety in the country – with the court hearing now set to take ...

just-style homepage



Forgot your password?