Must Read: Inside Fashion's Waste Problem, Why Luxury Brands Are Reducing Their Prices in China - Fashionista

Must Read: Inside Fashion's Waste Problem, Why Luxury Brands Are Reducing Their Prices in China

Plus, how major e-commerce players use personal shopping to court the 1 percent.
Author:
Publish date:
Photo: Ryan McVay/Getty Images

Photo: Ryan McVay/Getty Images

These are the stories making headlines in fashion on Tuesday.

Inside fashion's waste problem
Earlier this month, Burberry admitted to destroying millions worth of unsold products, leading many to wonder if other big-name designers and brands engage in the same wasteful practices. The secretive nature of the industry makes it difficult to quantify the scale of the problem, but with global production now exceeding 100 billion garments a year, environmental activists say retailers need to be smarter about production and more transparent about their supply chain in order to avoid "potentially catastrophic" environmental damage. {BBC

Why luxury brands are reducing their prices in China 
Burberry, Gucci, Hermès and Louis Vuitton all reduced their prices in China this month and other brands are expected to follow suit. The price cuts are a result of the Chinese government's policy to reduce import duties and VAT on consumer goods, which officially came into effect on July 1. In a new piece, Business of Fashion explores how the price cuts will impact the bottom line and predicts what luxury brands will lower their prices next. {Business of Fashion

How major e-commerce players use personal shopping to court the 1 percent
For online retailers like Net-a-Porter and Moda Operandi as little as 1-to-3 percent of clients can account for up to 40 percent of revenue. Therefore, these sites are continually competing with one another via digital innovations, private dinners and more to give the Birkin owners of the world a more intimate personal shopping experience. {Business of Fashion

RewardStyle uses data to build successful influencer partnerships
In 2013, RewardStyle launched Campaigns, a tool that helps brands be more strategic about their influencer partnerships by allowing companies to cast influencers for brand campaigns based on historical performance data. "As a brand, when you're giving us your exact goals and targets, like 'I need to hit this many sales and this much traffic and this is my target demographic,' we're using all of that data to cast," said Amber Venz Box, the founder and president of RewardStyle, in an interview with WWD. "Brands are always very surprised at who we cast for those campaigns because it might not be celebrity influencer A, B or C, who they thought, but we already know who that person's audience is and what type of products they convert at." {WWD

How anime helped Generation Y cultivate a person style 
Before residents of North and South Dakota could watch runway shows on Instagram in real time, they, along with other small-town inhabitants and suburban residents, had to "depend on artful media" for unique fashion inspiration. For Generation Y — the kids of the '80s and '90s — that meant turning to the bold, glamorous hand-drawn looks depicted in anime. {I-D

How American Eagle got political to win over Generation Z consumers 
American Eagle is one of many brands that has decided to incorporate political activism into its everyday marketing strategy. The teen-focused retailer of reasonably-priced, school-appropriate denim has taken a stance on everything from gun violence to gay rights, all while promoting size and racial diversity through its campaigns, and it's paying off. {Fast Company

Brandless secures $240 million in Series C round 
Brandless, the direct-to-consumer e-commerce startup offering a wide assortment of household, clean beauty and food products each at the magical price of $3, raised $240 million in its latest funding round, led by Softbank Vision Fund. The company launched last summer and said the investment will help accelerate its mission to "make better stuff accessible and affordable for more people." {WWD

Stay current on the latest trends, news and people shaping the fashion industry. Sign up for our daily newsletter.