Do Microtrends Still Matter?

Messika's Expansion Plans; Y/Project Shuts Down; JCPenney, Forever 21 Operators Merge

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WHAT YOU NEED TO KNOW TODAY: FRIDAY, JANUARY 10, 2025 Microtrends like "cottagecore" and "mob wife" have dominated the trend cycle since 2020, but their influence on fashion appears to be waning. Iconoclastic diamond brand Messika is expanding its high jewellery offer and entering new markets after tripling sales since 2019. Paris fashion label Y/Project is shutting down after 14 years in business. The operator of Forever 21, Brooks Brothers and other brands is merging with JCPenney, with the department store's CEO heading the new company. Uniqlo owner Fast Retailing Co. reported strong sales in its latest quarter in Japan, North America and Europe, helping offset a slowdown in China. Condé Nast is taking over operations of Vogue Arabia and GQ Middle East from licensees.

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MARKETING The Decline and Fall of the Viral Microtrend By Joan Kennedy

Fast spreading — and disappearing — online "microtrends" or "cores" have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow. READ MORE

LUXURY Messika: Inside French Jewellery's Most Disruptive Success By Ming Liu By backing up casual designs and edgy, celebrity-fronted campaigns with deep-rooted diamond industry expertise, Messika has built a global jewellery empire. Husband and wife duo Valérie Messika and CEO Jean-Baptiste Sassine share their vision for the brand's 20th anniversary year and beyond. READ MORE

Shein Aims for London IPO by Mid-Year, Sources Say READ MORE

Lucky, Forever 21 Operator Merges With JCPenney READ MORE

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NEWS BRIEFS Billionaire Frank McCourt's Project Liberty Proposes Bid for Tiktok's US Assets Y/Project Is Officially Shutting Down Uniqlo Owner Reports Strong Growth in All Markets But China Condé Nast Takes Over Vogue Arabia and GQ Middle East from Licensees

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