The flatform adds a few cm’s more to shoes and it is being translated onto all styles of shoes at the moment. Sneakers, espadrilles, sandals and loafers to specifically name some shoe styles. So why are consumers attracted to the flatform? It instantly adds a fashion statement to casual shoes. With the consumer in South...Continue Reading

Consumers are wearing what is happening in their minds. Today you will meet women who are extremely comfortable with their masculine side and who often sport some items that you would think are for a guy. On the other hand you’ll meet super feminists who choose strongly to not wear a bra. The mindset of the youth has changed drastically...Continue Reading

Even a commodity category can become innovative. For decades no new innovation has accrued in the bread category since the innovation of sliced bread. Simply put, bread has just been bread and that is what consumers have learned to accept. Innovation in this category came with how creative you could become in making sandwiches and...Continue Reading

The youth culture enjoys dressing up. These occasions usually happen on the weekend when they go out. It involves choosing their nicest outfit, listening to music while getting ready, taking their time to look their best in hopes that when they go out, they will have a thoroughly-enjoyable time. It’s all about fun and enjoyment...Continue Reading

It’s a time of festivals. The youth have an insatiable desire to be out, roaming freely with friends and strangers. Enjoying music with thousands of other people is their way of wanting to feel free and to experience. As a clothing brand these are two attributes you should consider in clothing design and or communication to...Continue Reading

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In terms of fashion 2017 is the year for show and tell. Video is that medium that really shows clothing for what it is. If the item is fringe or has some sort of detail that shows movement video in particular really displays the quality of the item well. Seeing how a garment moves and...Continue Reading

Through photography and social media the consumers extended mind lives digitally. Especially on their cell phones as these are the devices they have on them all the time. Imagine the panic or disappointment when one’s phone is lost or they forget their password for one of their social media accounts. It’s as if they have...Continue Reading

Consumers are becoming more comfortable with revealing their flaws. The #nomakeup movement is encouraging people to bare their natural selfs and accept what makes them uniquely beautiful. Diversity is often seen as one of each race but diversity goes beyond just the 4 races of South Africa. Diversity also means including imperfections into the equation. Consumers...Continue Reading

Many South African consumers are fed up with being a carbon copy of the westernised world. They are embracing their African roots and heritage to truly stand out and make a name for themselves as citizens of South Africa. There is beauty in our growing continent that has been exposed to more opportunities and people...Continue Reading