ellesse Branches Out to the American Market with New Collection
References: instagram & highsnobiety
Italian fashion label ellesse specializes in lifestyle apparel as well as sportswear and it recently branched out to the American market with a special collection for Fall 2018. The new capsule is comprised of a selection of apparel and footwear options designed in men's and women's sizes. This new range stems from storytelling concepts using bold design structures and vibrant colors to appeal to American customers.
The seasonal pieces are inspired by retro styles and it translates through the forms of large graphic logo designs, branding details, chunky footwear structures, and color-blocking details. Some standout items include the Rimini track jacket with contrasting stripe details and the Vinitziana sneaker, which is essentially an updated iteration of the signature Venezia silhouette.
The seasonal pieces are inspired by retro styles and it translates through the forms of large graphic logo designs, branding details, chunky footwear structures, and color-blocking details. Some standout items include the Rimini track jacket with contrasting stripe details and the Vinitziana sneaker, which is essentially an updated iteration of the signature Venezia silhouette.
Trend Themes
1. Lifestyle Apparel - Disruptive Innovation Opportunity: Explore sustainable materials and manufacturing processes to create eco-friendly lifestyle apparel.
2. Storytelling Concepts - Disruptive Innovation Opportunity: Incorporate augmented reality technology into clothing to create interactive storytelling experiences for customers.
3. Retro Styles - Disruptive Innovation Opportunity: Integrate smart wearable technology into retro-style clothing to combine classic aesthetics with modern functionality.
Industry Implications
1. Fashion - Disruptive Innovation Opportunity: Develop AI-powered virtual fitting rooms to enhance the online shopping experience and reduce returns.
2. Sportswear - Disruptive Innovation Opportunity: Utilize 3D printing technology to create customizable sportswear designs for individual customers.
3. Footwear - Disruptive Innovation Opportunity: Experiment with sustainable materials and production techniques to create eco-friendly sneakers with minimal environmental impact.
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