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Sufiana Sharuddin

Sufiana is a fashion writer, stylist and creative producer. She currently covers a variety of topics within the industry including merchandising, technology, trends and current affairs for data platform Omnilytics. Based in Kuala Lumpur, MY & London, UK.

From the author

Analysis: K-Beauty is in need of a major makeover

An import ban, changing skincare habits and, yes, the pandemic, have brought hard times to the once booming K-beauty sec...

Inside the rise of activewear in China

Several Asian nations have witnessed a wellbeing craze and, as a result, a boom in activewear; Chinese brands lead the w...

China stitches up Western apparel makers for quality issues

Fines and greater scrutiny of brands like Lululemon and Bally by the Chinese government are turning its citizens’ focus...
Gucci Syd

Starbucks, Amazon and Gucci: Retail embraces crypto, but it’s not easy

NFTs are so last year. Brands’ latest use of blockchain technology is full integration of cryptocurrency payments and se...

How the West got lost: Chinese shun foreign brands

Major Western brands such as Nike and H&M have fallen on hard times in China recently or even left altogether. Experts c...

Can anything take the Shein of China’s e-commerce titan?

Nanjing-based Shein has found rapid success through social-media dominance and a clever business model. Now it takes on ...

Armour emerges as Paris Fashion Week goes on in war time

Global events made their presence felt, but didn’t dominate, as the fashion mecca’s big event produced viral moments, tr...

Emerging talents shine brightly at London Fashion Week as mega brands stay away

Exciting new names and one much-anticipated return to the spotlight filled this year’s event with freshness, glamour, an...

Analysis: How LVMH price hikes will reverberate throughout luxury

The conglomerate has raised prices at Louis Vuitton and other brands in its stable, positioning itself for better margin...

How beauty brand Glossier went from social media darling to social outcast

The fall from grace of the Millennial favourite is a warning to all retailers: When your commitment to your brand’s stat...

The bold and the virtual: Beauty trends for 2022

Elaborate makeup inspired by TV shows, hair treatments for the scalp, AI colour matching, and celebrity-led brands are a...

Analysis: Here’s the impact of Chanel’s latest price hike on the luxury industry

Last month, the iconic French luxury house increased the prices of its signature products, its fourth since 2019.

Why luxury brands are bowing down to resale

Luxury brands like LVMH are reselling deadstock material at nearly 70 per cent off the original wholesale price.

Analysis: Why Asia is finally embracing plus-size fashion

The pressure to conform to regular beauty standards is intense anywhere but especially within Asian cultures.

Analysis: Competition and compassion in sports sponsorship

Brands pay famous athletes big money to use and wear their products. From battles over who sells the most jerseys to dec...

Why Gen Z males are filing away at old-school beauty stereotypes

From punk to hip hop, the ‘man-icure’ craze has been reignited around the world, as evolving notions of gender and mascu...

Battered luggage brands hope travel makes a big comeback

The pandemic has hit travel-related sectors especially hard. As the first signs of recovery emerge, an uncertain future ...

Forget the lipstick effect. It’s fragrance’s time to shine

Perfume and fragrance sales have increased by ​82 per cent year-on-year, from January to June 2021

Inside Taobao’s strategy to become Southeast Asia’s go-to for furniture

Just two years ago, Taobao took the leap and expanded its home and living category offline, establishing two physical st...

A tasty combo: When food and beauty collide

‘Food x beauty’ brand collaborations started in Korea and have now spread to the US. The quirky and seemingly unlikely ...