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

UK fashion retailers get green light to open from 15 June

Clothing stores in the UK will be allowed to reopen from 15 June in newly announced plans from the government....

BLOG

Covid sparks calls for more responsible industry

The coronavirus pandemic is seen as triggering a set-back for labour rights in apparel supply chains, with workers left vulnerable as brands and retailers cancelled orders. But it could also lead to r...

BLOG

Retail in spotlight as bankruptcies stack up

The impact of the coronavirus (Covid-19) pandemic is starting to be felt more heavily across the retail sector with more bankruptcies emerging....

NEWS

Epic Group rolls out sustainable wastewater solutions

Hong Kong based garment manufacturing giant Epic Group is rolling out sustainable water treatment solutions at its global factories....

BLOG

Excess inventory adds to apparel industry woes

With spring/summer now a write-off for most fashion retailers, the resulting flood of excess inventory is set to add to industry woes, with discounting and margin erosion likely to lead to widespread ...

just-style homepage



Forgot your password?