Even amidst the pandemic-induced global slowdown, the aggregate value of luxury apparel brands grew 21 per cent this year, reveals a Brand Finance report. The value of sportswear brands grew 10 per cent while fast fashion brands saw a dip in value of 7 per cent.

Luxury brands show more resilience

With consumers once again indulging in luxury purchases, the high-end fashion sector seems to have recovered after over two years of losing value. Luxury brands were more resilient towards pandemic-induced changes in the industry. In fact, brands like Louis Vuitton, Gucci, Armani managed to increase their brand value. Additionally, several new luxury apparel brands entered the list of top 50 apparel brands. These includes Boss whose brand value surged 54 per cent to $1.7 billion and Bottega Veneta, whose brand value increased 25 per cent to $1.7 billion.

A relatively new brand Boss rose out of the split of Hugo Boss into two separate brands: Hugo and Boss. The brand launched its new range of athletic wear during the pandemic with a ‘phygital’ campaign. Leveraging online social media platforms such as TikTok and e-commerce marketplaces, the campaign boosted not just Boss’ social media following but also sales volumes.

Nike tops apparel brand ranking

Nike emerged as the most valuable apparel brand in the ranking. It’s brand value increased 9 per cent to $33.2 billion. Nike was followed by Adidas whose brand value surged 2 per cent to $14.6 billion and Puma which noted a 13 per cent increase in brand value to $4.5 billion. The fastest growing brands in the ranking included smaller sportswear brands like Skechers and Li Ning. The brand value of Skechers increased 68 per cent to $3.2 billion while that of Li Ning surged 68 per cent to $2.0 billion.

Sportswear, athleisure brands see their value grow

In over 100 reports, leading brand valuation consultancy Brand Finance ranks over 5,000 brands across sectors every year. The consultancy includes the apparel industry’s top 50 most valuable and strongest brands in the annual Brand Finance Apparel 50 ranking. The ranking witnessed steady growth in the brand value of sportswear and athlesiure brands over the course of the pandemic. Richard Haigh, Managing Director, Brand Finance says, convenience factor encouraged luxury and sports brands to explore the online sales channels during these trying times.

Fast fashion brands register decline in value

An increase in demand for online shopping disrupted the business model of many fast fashion brands during the pandemic. Many brands could not sell their low-margin products online due to additional logistics and delivery costs. This led to a drop in their brand value during the period. Besides calculating brand value, the ranking also determines the brands’ strength by evaluating their marketing investment, stakeholder equity, and business performance.

Based on this metrics, Dior ranked as the strongest apparel brand with AAA brand rating and a corresponding Brand Strength Index (BSI) score of 88.4 out of 100. In 2022, the brand jumped from its 12th rank in 2021 to become 1st in the list. The luxury fashion brand launched several new collections during the year through socially distanced fashion shows and events to launch new collections. The brand also launched influencer marketing campaigns on YouTube, Tiktok, Douyin, the Chinese version of TikTok and Chinese video sharing mobile application Bilibili.

The future success of textile fabric finishing industry depends on the coordination between the finisher, the machine supplier, chemistry suppliers and other technology providers, says Regina Bruckner, Chairperson, VDMA. VDMA member companies mainly act as partners on the technological aspects of finishing processes, adds Bruckner. These VDMA specialist finishing suppliers will showcase their advanced systems at ITMA 2023.

Automation can reduce water usage in dyeing

Over the past few decades, dyeing machines have helped garment industry reduce water consumption significantly through their design and control technology. From 105 liters in 1980, the industry has been able to save 28 liter of water per kg on medium shades during the finishing stages of pre-treatment, dyeing and after-treatment. To reduce water usage further and achieve sustainability goals, the entire finishing process needs to be automated. Productivity rates also need to stabilize and increase by reducing unproductive waiting times and increasing occupational safety.

Automation of storage, weighing and dispensing systems also prevent workers from coming into direct contact with chemicals and dyes. On the other hand, digital storage systems help manage stock levels and generate orders precisely when they are required.

Reducing waiting time through advanced systems

Specializing in finishing technologies, VDMA companies offer advanced high-performance dryers, along with heat recovery systems, minimal application units, energy saving motors etc. These companies assist customers reduce their line set-ups and waiting times via automatic batching systems. These companies ensure process optimization through advanced control systems for parameters such as exhaust humidity and heat setting, with batch sequence optimization according to temperatures.

They also provide customers with energy management systems, assistance systems and process simulation and expert systems to maximize production output and minimize energy consumption. Digitization can address labor shortage VDMA member companies also ensure application of minimum application technology by introducing new production methods. They can address skilled labor shortage and ensure reproducible quality results through digitization and Industry 4.0. Process simulation on a PC can help these companies optimize process parameters before commencement of production.

Sports brand Reebok has signed a multi-season partnership with The Smiley Company to launch the Reebok Smiley Classic Leather Pump collection. As per Fashion Network, the collection will feature the brand’s pump technology. The two companies worked with graffiti artist Andre to create a graffiti piece that was printed on top of premium leather.

The graffiti leather panel is also covered with a special white peel-off paint to disguise the shoe, giving it the appearance of a typical Classic Leather with Smiley accents – including a branded Pump component, spray-painted logo on the tongue and tonal Smiley logo on the back of the shoe.

The Smiley Company is one of the world's top global licensing enterprises and its icon can be found not just on clothing and accessories but on homewares, and even food and beverages.

In its half-century year, the company is also working with Lee, Raf Simons, Sandro, Karl Lagerfield Reebok, Dsquared2, Galeries Lafayette, Nordstrom, Urban Outfitters, , Hanwa Galleria, Palacia del Herro and Cidade de Jardim, etc.

With over 10,000 visitors, the premiere event of Texhibition Istanbul Fabric and Textile Accessories Fair, organized by the Istanbul Textile and Raw Materials Exporters' Association (ITHIB) and the Istanbul Chamber of Commerce (ITO) from March 16 to 18, 2022 ended on a successful note.

The fair showcased high-quality and innovative fabrics from the weaving sector, including Kipaş Textiles, BTD Textile, Özdoku, Bossa and Yünsa; knitters like Gülle, Saka, Örkumod or İskur showed their current collections; yarn market leaders such as Korteks, Tepa and Gama were present, as were Şimşek Ege, EMR Zippers, Çağ-Tek and Öz-El Lastik for the accessories sector.

A total of 166 exhibiting companies presented themselves in clearly structured segments in a professional trade fair atmosphere/ In the Texhibition Forum, experts discussed the topics Sustainability, New Trends, Supply Chain and GMO-Free Cotton giving an outlook on the upcoming trends and developments in the Turkish textile industry. All events were heavily frequented by visitors.