Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Crocs bets on feeling over function as comfort footwear enters its confidence era
Comfort footwear is no longer having a moment, it is the moment. Recent earnings from Birkenstock and Deckers underline what many retailers already see on the shop floor: consumers are investing in shoes that prioritise wearability, and they are doing so without waiting for discounts. Against that backdrop, Crocs’ newly unveiled global brand...
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AI shopping assistants gain traction, but early missteps risk losing customers
AI is fast becoming part of the online shopping journey, but fashion retailers face a narrow margin for error. According to a new survey of 2,000 consumers in the US and UK, 66 percent of shoppers have already tried, or are open to using, an AI assistant such as ChatGPT or a retailer’s own tool when shopping online. Yet the same research...
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What’s next for Alaïa?
When Pieter Mulier presents his final collection for Alaïa this March, it will close one of the quietest yet most effective creative tenures in recent Paris fashion. Quiet not because it lacked impact, quite the opposite, but because it resisted spectacle in favour of consistency, restraint and a deep respect for the house’s codes. After...
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Adidas expands football marketing in World Cup run-up
As the countdown to the FIFA World Cup 2026 gathers pace, Adidas is laying the groundwork early, rolling out a 360-degree marketing strategy that blends streetwear credibility, experiential retail and football culture, well beyond the pitch. This week, the German sportswear giant announced a collaboration between Adidas Originals and Japanese...
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Oakley doubles down on snow as sport-fashion collaborations accelerate ahead of Olympic Winter Games
Oakley is expanding its presence in competitive snow sports at a moment when performance outerwear is enjoying renewed momentum. For the first time in its history, the brand has become the official apparel sponsor of the national freestyle snowboard federations of Canada and Finland, while also equipping New Zealand’s freestyle ski athletes with...
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What if consumers stopped shopping for fashion?
After a costly festive season, January has become a financial reset for many households. What starts as No Spend January, a short-term pause on non-essential purchases, is increasingly extending into longer commitments such as a No Buy Year, as consumers look for structured ways to curb spending and rebuild financial stability throughout 2026....
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Adidas faces global union pressure over collective bargaining practices
Trade union representatives from key Adidas supplier countries gathered in Tangerang, Indonesia, earlier this month to discuss labour standards, collective bargaining and working conditions across the brand’s global supply chain. Around 30 union delegates from Cambodia, Indonesia, Pakistan, India and Myanmar attended, alongside representatives...
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Roger Vivier launches monograph and reanimates Animalier during couture week
During Paris Haute Couture Week, Maison Vivier unveiled Atelier Animalier, a Spring–Summer 2026 Pièce Unique collection presented at its Paris headquarters. Rather than a conventional product launch, the project was framed as a focused exploration of the maison’s archives and contemporary craftsmanship. Creative director Gherardo Felloni...
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Jonathan Anderson’s Dior couture debut
With a meadow suspended overhead, Jonathan Anderson’s haute couture debut for Dior unfolded beneath a ceiling of flowers at the Musée Rodin, transforming the historic venue into a living ecosystem. The gesture inevitably recalled Raf Simons’ own floral interventions for the house, most memorably his 2015 couture show, when the museum’s walls...
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French Connection returns to North America with G-III licensing deal
French Connection is making a renewed push into North America, announcing a long-term licensing partnership with G-III Apparel Group to develop and distribute men’s and women’s apparel, as well as selected accessories, across the region. The agreement, which takes effect on February 1st, is a strategic step forward for the London-based brand as...
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