From the Sector

• Considering that 2024 summer discounts have increased compared to the previous year (+6%), even sharper price cuts are expected for Black Friday and Cyber Monday
• Outerwear: the growing popularity of suede garments suggests that brands should focus their discounts on other outerwear, such as down jackets
• Sneakers: basic and slim-fit models are selling out quickly, while those with a more structured fit are experiencing slower turnover

With Black Friday and Cyber Monday just around the corner, fashion brands are called upon to make conscious and targeted decisions to remain competitive during this peak season. In this context, Lectra, a leader in Industry 4.0 within the fashion, automotive and furniture sectors, leveraged real-time data from Retviews – its AI-powered solution for automated market intelligence to offer insights on increasing sales, reducing stocks and boosting profitability. These tips aim to guide brands in developing the most effective discount strategies based on key fashion trends for the year’s most popular shopping period.

Discounts: marked reductions are expected, but targeted at specific categories
For brands, preparing year-end discounts require careful planning to align with consumer preferences. The summer sales period, which represents the highest sales peak before winter promotions, serves as a valuable indicator. AI-based solutions, such as Retviews, are useful to identify and track items that only sell with discounts versus those with high sell-through rates and regular restocking. This allows brands to pinpoint when and where discounts are necessary, optimizing inventory and maximizing profitability.

In particular, Retviews data shows that summer discounts in Europe increased by 6% in 2024 compared to the previous year, suggesting even sharper price cuts for Black Friday and Cyber Monday.

In 2023 the average discount rate slightly decreased compared to 2022 (35% vs 37%); however, weaker summer sales this year indicate a greater quantity of products in stock, which may prompt brands to increase their reductions (following a trend that had already established itself in the United States in 2023, when discount rates had risen to 40%, compared to 37% in 2022).
Strategic and targeted price reductions, however, will help brands maintain margins while also meeting the demands from fashion enthusiasts. So, which product categories are likely to see the most significant discounts?
 
Autumn jackets: full price for suede outerwear, discounts on down jackets
In the autumn-winter season, outerwear is at the heart of collections, with this year's styles ranging from denim and leather to suede. Suede stands out as a premium, on-trend fabric with high consumer demand. For instance, in ZARA's latest collection, suede jackets quickly became bestsellers, with the brand’s blazers consistently selling out and being restocked, despite their premium pricing.
 
The popularity of suede highlights its potential as a full-price item, allowing brands to focus discounts on other pieces and prioritize full-price sales for trend-driven items. Classic and timeless styles continue to dominate, from tailored blazers to sophisticated silhouettes seen in prêt-à-porter, premium, and luxury collections. Meanwhile, down jackets, which are a key part of the Gorpcore trend, could now be considered a less promising investment for brands and may therefore see deeper discounts this Black Friday.

Sneakers: slim fits are bestsellers, while running shoes see lower demand
When it comes to sneakers, there has been a surge in popularity for classic, aerodynamic styles, with consumers gravitating towards slim and basic models inspired by Adidas classics such as Sambas, Gazelles, and Spezials. These slimmer, retro-inspired models are selling out quickly, while more structured sneakers appear to have slower turnover rates. According to Retviews data, retro and colorful sneakers have become bestsellers in brand collections from Adidas, Puma and Zara. On the other hand, bulkier, running-style sneakers are experiencing lower demand, with larger stock levels. Consequently, these items may be subject to special discounts.

For the second year running, Global Standard is taking consumers #BehindTheSeams this September, highlighting the sustainable and social qualities of GOTS-certified products – from runway fashion to hygiene products and so much more in between. Building on the success of last year, #BehindTheSeams 2024 has expanded to take over the entire month, Sept. 2-30, with more education on the people and practices making sustainable textiles, plus giveaways planned each day.

Throughout September, Global Standard introduces daily giveaways on Instagram, featuring partnerships with GOTS-certified brands such as Frugi, FC St. Pauli, LangerChen, Natracare, Mandala, Dedicated, and more. Additionally, a giveaway will be hosted on behindtheseams.eco, where visitors can learn about sustainability by answering daily questions while earning entries. The grand prize is a sustainable trip to Paris. This includes train travel, a two-night stay at the eco-friendly Eden Lodge Paris and a private fitting for a custom GOTS-certified jacket by John Preston, the only brand offering made-to-measure GOTS-certified fashion.

#BehindTheSeams is also spotlighting "organic in-conversion" farming and urging brands to support farmers during the critical transition period from conventional to organic. In this campaign, GOTS has partnered with the Organic Cotton Accelerator, an organisation dedicated to supporting farmers throughout the cotton supply chain as they make the shift to and sustain organic practices. Together, GOTS and OCA want to send a message that brands can bolster the organic cotton supply by investing in and buying organic in-conversion cotton.

Salzburg Research and the University of Salzburg developed an intelligent firefighter jacket on behalf of the fire service supplier Texport GmbH. Sensors built into the jacket report impending overheating and immediately initiate countermeasures. The prototype has now been successfully tested in the fire simulation system under real conditions.

Firefighting operations are very demanding: high temperatures, heavy protective clothing, physical exertion, and psychological stress put an enormous burden on the emergency services. If it gets too hot in the suit, heat stress occurs when the core body temperature reaches around 38.5° Celsius. Those affected are more willing to take risks, more impulsive, may make wrong decisions, and overestimate their physical capabilities. In extreme cases, firefighters can collapse.

Salzburg Research worked with the University of Salzburg to find ways to automatically avoid heat stress. The first step was to identify the critical point at which firefighters are at risk of overheating. To do this, sensors were integrated into the jacket to measure sweat and humidity. In an initial laboratory study, 19 participants were subjected to physical stress tests in full gear. The optimal sensors and their placement were determined in order to reliably determine heat stress. The algorithm developed now recognizes the point at which it becomes too hot for firefighters.

A cooling system was then installed in the jacket lining to improve the vital parameters and well-being of the firefighters and increase the safety of operations. The innovative air cooling system sparingly uses the air that firefighters carry in an additional compressed air cylinder.

Prototypes of the fire jacket were tested in the summer under real conditions in the fire simulation system. Twelve firefighters completed a simulated fire mission with and without the cooling system. Sensor data and feedback confirmed the effectiveness of the system.

The research work was funded as a cross-state cooperation within the framework of the WISS2025 strategy of the state of Salzburg.

KARL MAYER launches its RE 4-1, a new Raschel machine for the efficient production of highly elastic textiles. With this newcomer, KARL MAYER is expanding its Elastomeric series and supplementing the established RE 4-1 as part of its two-product line strategy. With the price-performance ratio, the machine fulfils the requirements of the volume business in particular.

A 170″ version of the machine has already been on sale in China for several months. The pre-release got off to a successful start. Encouraged by the feedback from the market, KARL MAYER has developed an RE 4-1 with a working width of 190″ and will be offering both models to its global customers from middle of July 2024.

The RE 4-1 can be ordered with E 28 and E 32 gauges. The 170" version is also available with E 36. The standard equipment includes KAMCOS® 2, batching device 18 E, Carbon fibre technology and N-pattern drive for controlling the guide bars: stitch-forming GB 1 to GB 3 and inlayGB 4. There are also optional features, including sensors for measuring the yarn tension, laser stop, batching device 34 A, LED lighting and an installation kit.

With its technical configuration, the RE4-1 is optimised for the production of elastic and non-elastic standard fabrics, especially for the underwear sector. One of the top products of the Raschel machine with its high productivity and short amortisation time is elastic Power net. This open-meshed, airy fabric has become an indispensable part of the lingerie and clothing sector. It is often used in the wings of bras as well as for inserts in sports leggings, shirts, jackets and swimwear, where it provides delicate control and comfort. Power net can also be found in semi-technical applications, for example as outer and inner pockets for rucksacks and clothing.
In addition to Power net, Raschel Locknit, Sleek net and Satin net are also part of the production repertoire of RE 4-1. The fabrics with a decreasing density from Raschel Locknit to Satin net also play a role in underwear and clothing production. For their production, filament yarn is threaded in the front two guide bars and elastane in the back ones.

Stratasys Ltd. announced the launch of its Direct-to-Garment (D2G) solution for the J850 TechStyle™ printer, the newest offering in the Stratasys 3DFashion™ direct-to-textile printing technology. The first example of its application is an Urban Tattoo denim collection which will be revealed at the Texprocess exhibition in Frankfurt, Germany on April 23.

The D2G solution is ideal for customization and personalization by enabling the application of full color multi-material 3D print directly on fully assembled garments of various fabric types including denim, cotton, polyester, and linen. It allows fashion brands to facilitate personalized and bespoke designs for customers, including the ability to tailor 3D prints according to individual preferences, sizes, and styles.  

Available in two sizes, the D2G tray kits facilitate the personalization of garments ranging from jeans to jackets, enabling designers and manufacturers to adopt more sustainable practices by reducing material waste. The seamless workflow delivers ease of calibration and compatibility with various garment sizes, streamlining the production process and fostering the creation of unique, personalized apparel.

Demonstrating this innovation, the Urban Tattoo collection showcases the potential and the ease of direct-to-garment 3D printing. Working with noted designers Karim Rashid, Travis Fitch, Zlatko Yanakiev at Meshroom along with Foraeva Studio, this collection shows the transformation of ordinary garments into pieces of wearable art, imbuing them with personal identity and meaning.

Like body tattoos, Urban Tattoos promote a deeper emotional connection, encouraging the upcycling of existing garments and contributing to a more sustainable fashion ecosystem. This aligns with Stratasys’ strategy for Mindful Manufacturing™. Stratasys has been able to create a new collection that will appeal to multiple brands that reach across diverse socio-economic backgrounds.

First launched in 2014, 2024 marks 10 years since Spezial's inception. Ringing in this landmark anniversary, Gary Aspden and the three stripes chart a course through the label’s past, present, and future – their latest collection telling the timeless story of adidas’ design DNA.

Headlining the collection is the Todmorden Smock. First released in Spring Summer 2021 to an immediate sell out, this season the coveted style returns in two colourways: navy and white. A commemorative 10th anniversary Mod Trefoil tee then brings the Spezial spirit to life as a certified collectors item.  
 
Two lightweight jackets – the Trentham and the Wingrove – constitute spring layering items, while the matching Angelzarke track top and track pants are awash with signature Spezial details. The apparel offering is then rounded out by the Rossendale Short, a Polo shirt, and the Lytham tee.
 
The accessories offering comprises of the Brinscall bag, a Mod Trefoil cap, a two pack of socks, and a Mod Trefoil towel.  

This drop is brought to life by a campaign film featuring actor and musician Ashley Walters.

The Lenzing Group has created an innovative concept that contributes to the sustainable protection of our glaciers while inspiring collective action for sustainable practices and a circular economy in the nonwovens and textile value chain. The concept, which was artistically staged by the Italian artist Michelangelo Pistoletto, was presented on March 21, 2024, as part of the International Day of Forests celebrations at the Palais des Nations, the headquarters of the United Nations Office at Geneva (UNOG).

The melting of glaciers is being severely impacted by global warming. Geotextiles are used to protect ice and snow. However, the nonwovens used for this are made of fossil-based fibers, which allow microplastics1 to enter the valley via streams and may enter the food chain through small organisms and animals. Nonwovens made from cellulosic LENZING™ fibers, which are biodegradable at the end of their life cycle and can be completely recycled, are the sustainable solution to this problem.

The covering of a small area with the new material made from LENZING™ fibers was tested for the first time during a field test on the Stubai Glacier. Four meters of ice were saved from melting. This was confirmed in a study conducted by the University of Innsbruck and the Austrian glacier lift operators on the Stubai Glacier in Tyrol (Austria). In 2023, the pilot project was successfully extended to all Austrian glaciers used by tourists.

Last year, the project was also awarded first place in the prestigious Swiss BIO TOP Awards for wood and material innovations.

Lenzing takes this innovation project as an opportunity to inspire collaborative action towards sustainable practices and circularity in the textile value chain. Together with a network of innovative partners, Lenzing is working on processing geotextiles into new textile fibers giving them a second life as a garment. The use of geotextiles is usually limited to two years, after which the nonwovens would be disposed of. In the first phase of the pilot project, the recycling of nonwovens made for geotextiles use has been successfully tested and a fashionable “Glacier Jacket” has been produced, showcasing that the recycling of geotextiles is viable. Next to Lenzing, the network includes Marchi & Fildi Spa, a specialist in the field of mechanical recycling, the denim fabric manufacturer Candiani Denim and the fashion studio Blue of a Kind.

Having recently celebrated the club’s 120th anniversary with a special kit for the 2021/2022 season, this year, Y-3 and Real Madrid have come together once again to bring Yohji Yamamoto’s perspective to the club with a seven-piece travel collection.

Inspired by the signature monochromatic color palette of both Real Madrid and Y-3, the travel collection itself consists of a sleek and elegant selection of pieces in all black. Crafted at the intersection of tailoring and athletic-wear, the suite of pieces includes a short sleeve polo, a long sleeve polo, a pair of shorts, a pair of track pants, a track top, a coach jacket, and a premium faux leather jacket – each made with soft sporting fabrics and finished with collaborative details such as Yohji Yamamoto’s recognizable handwritten signature script wordmark and the Real Madrid crest.

Accompanying the launch of the travel collection is a campaign shot by trailblazing London-based photographer Gabriel Moses featuring past and present Real Madrid icons including Naomie Feller, Jude Bellingham, David Alaba, Misa Rodríguez, and Zinedine Zidane.

From Resource-efficient and Recycled Fibres for Textiles and Building Panels to Geotextiles for Glacier Protection: Six award nominees present innovative and sustainable solutions for various industries in the cellulose fibre value chain. The full economic potential of the cellulose fibre industry will be introduced to a wide audience that will vote for the winners in Cologne (Germany), and online.

Again nova-Institute grants the “Cellulose Fibre Innovation of the Year” award in the context of the “Cellulose Fibres Conference”, that will take place in Cologne on 13 and 14 March 2024. In advance, the conferences advisory board nominated six remarkable products, including cellulose fibres from textile waste and straw, a novel technology for dying cellulose-based textiles and a construction panel as well as geotextiles. The innovations will be presented by the companies on the first day of the event. All conference participants can vote for one of the six nominees and the top three winners will be honoured with the “Cellulose Fibre Innovation of the Year” award. The Innovation award is sponsored by GIG Karasek (AT).

In addition, the ever-growing sectors of cellulose-based nonwovens, packaging and hygiene products offer conference participants insights beyond the horizon of traditional textile applications. Sustainability and other topics such as fibre-to-fibre recycling and alternative fibre sources are the key topics of the Cellulose Fibres Conference, held in Cologne, Germany, on 13 and 14 March 2024 and online. The conference will showcase the most successful cellulose-based solutions currently on the market or those planned for the near future.

The nominees:

The Straw Flexi-Dress: Design Meets Sustainability – DITF & VRETENA (DE)
The Flexi-Dress design was inspired by the natural golden colour and silky touch of HighPerCell® (HPC) filaments based on unbleached straw pulp. These cellulose filaments are produced using environmentally friendly spinning technology in a closed-loop production process. The design decisions focused on the emotional connection and attachment to the HPC material to create a local and circular fashion product. The Flexi-Dress is designed as a versatile knitted garment – from work to street – that can be worn as a dress, but can also be split into two pieces – used separately as a top and a straight skirt. The top can also be worn with the V-neck front or back. The HPC textile knit structure was considered important for comfort and emotional properties.

HONEXT® Board FR-B (B-s1, d0) – Flame-retardant Board made From Upcycled Fibre Waste From the Paper Industry – Honext Material (ES)
HONEXT® FR-B board (B-s1, d0) is a flame-retardant board made from 100 % upcycled industrial waste fibres from the paper industry. Thanks to innovations in biotechnology, paper sludge is upcycled – the previously “worthless” residue from paper making – to create a fully recyclable material, all without the use of resins. This lightweight and easy-to-handle board boasts high mechanical performance and stability, along with low thermal conductivity, making it perfect for various applications in all interior environments where fire safety is a priority. The material is non-toxic, with no added VOCs, ensuring safety for both people and the planet. A sustainable and healthy material for the built environment, it achieves Cradle-to-Cradle Certified GOLD, and Material Health CertificateTM Gold Level version 4.0 with a carbon-negative footprint. Additionally, it is verified in the Product Environmental Footprint.

LENZING™ Cellulosic Fibres for Glacier Protection – Lenzing (AT)
Glaciers are now facing an unprecedented threat from global warming. Synthetic fibre-based geotextiles, while effective in slowing down glacier melt, create a new environmental challenge: microplastics contaminating glacial environments. The use of such materials contradicts the very purpose of glacier protection, as it exacerbates an already critical environmental problem. Recognizing this problem, the innovative use of cellulosic LENZING™ fibres presents a pioneering solution. The Institute of Ecology, at the University of Innsbruck, together with Lenzing and other partners made first trials in 2022 by covering small test fields with LENZING™ fibre-based geotextiles. The results were promising, confirming the effectiveness of this approach in slowing glacier melt without leaving behind microplastic.

The RENU Jacket – Advanced Recycling for Cellulosic Textiles – Pangaia (UK) & Evrnu (US)
PANGAIA LAB was born out of a dream to reduce barriers between people and the breakthrough innovations in material science. In 2023, PANGAIA LAB launched the RENU Jacket, a limited edition product made from 100% Nucycl® – a technology that recycles cellulosic textiles by breaking them down to their molecular building blocks, and reforming them into new fibres. This process produces a result that is 100% recycled and 100% recyclable when returned to the correct waste stream – maintaining the strength of the fibre so it doesn’t need to be blended with virgin material.
Through collaboration with Evrnu, the PANGAIA team created the world’s first 100% chemically recycled denim jacket, replacing a material traditionally made from 100% virgin cotton. By incorporating Nucycl® into this iconic fabric construction, dyed with natural indigo, the teams have demonstrated that it’s possible to replace ubiquitous materials with this innovation.

Textiles Made from Easy-to-dye Biocelsol – VTT Technical Research Centre of Finland (FI)
One third of the textile industry’s wastewater is generated in dyeing and one fifth in finishing. But the use of chemically modified Biocelsol fibres reduces waste water. The knitted fabric is made from viscose and Biocelsol fibres and is only dyed after knitting. This gives the Biocelsol fibres a darker shade, using the same amount of dye and no salt in dyeing process. In addition, an interesting visual effect can be achieved. Moreover, less dye is needed for the darker colour tone in the finished textile and the possibility to use the salt-free dyeing is more environmentally friendly.
These special properties of man-made cellulosic fibres will reassert the fibres as a replacement for the existing fossil-based fibres, thus filling the demand for more environmentally friendly dyeing-solutions in the textile industry. The functionalised Biocelsol fibres were made in Finnish Academy FinnCERES project and are produced by wet spinning technique from the cellulose dope containing low amounts of 3-allyloxy-2-hydroxypropyl substituents. The functionality formed is permanent and has been shown to significantly improve the dyeability of the fibres. In addition, the functionalisation of Biocelsol fibres reduces the cost of textile finishing and dyeing as well as the effluent load.

A New Generation of Bio-based and Resource-efficient Fibre – TreeToTextile (SE)
TreeToTextile has developed a unique, sustainable and resource efficient fibre that doesn't exist on the market today. It has a natural dry feel similar to cotton and a semi-dull sheen and high drape like viscose. It is based on cellulose and has the potential to complement or replace cotton, viscose and polyester as a single fibre or in blends, depending on the application.
TreeToTextile Technology™ has a low demand for chemicals, energy and water. According to a third party verified LCA, the TreeToTextile fibre has a climate impact of 0.6 kg CO2 eq/kilo fibre. The fibre is made from bio-based and traceable resources and is biodegradable.

On 23-24 November, Recover™, Evlox and Jeanologia will showcase their new recycled denim capsule collection, REICONICS, at Denim Première Vision in Milan.

The collection is the result of a collaborative project between the three companies, combining expertise from each specialist business to improve circularity in the denim industry, from fiber to finish.

It aims to inspire and bring value to the industry by creating truly circular products through a process that implements eco-design, transparency, process measurement, traceability, and scalability.

Made from Recover™ recycled cotton fiber and Spanish cotton, the REICONICS collection is GRS certified and is a tribute to the classic denim fabrics that have been successful in past decades.

It includes a range of premium denim fabrics developed by Evlox, and a total of 14 final garments that will be exhibited at Premiere Vision Denim. Each piece in the collection displays a variety of finishes generated using technology by Jeanologia, reducing water and energy consumption, and eliminating damaging emissions and discharge.

Just one jacket in the REICONICS collection, using 32% Recover™ recycled fiber and Jeanologia finishing technology, saves up to 240 liters of water; compared to a jacket made with virgin cotton and treated with traditional finishing technique.