Thursday Round Up: January’s fresh starts and new launches, let’s talk about the allure of fragrance, and I examine the rise and rise of athleisure.
#61: This is In The Loop’s Thursday round-up where you’ll find retail, fashion & beauty news and trends, through the lens of a retail strategist who loves to shop, share & dive in to all the latest.
January is about fresh starts and I love seeing this reflected on the high streets. New drops are coming through in fashion and beauty, and here are some of my favourites:
Mango- their new season range looks fresh, exciting and more expensive than the price suggests. Their design team is clearly doing everything right.
Reiss - touching on spring with layers and colour palettes
Hush - great statement pieces for transitional dressing
There’s nothing like seeing a sale section shrink in store, making way for fresh clothes, fresh ideas and a fresh take on classic dressing.
Now, let’s dive in to what you can expect in this week’s round up:
Reflections of a Retail Strategist on why fragrance is the category to watch
So Many Thoughts on athleisure
I Got Mail - a round up of the best of what hit my inbox in the last week
Bookmarked articles you need on your reading list
Updates on In The Loop & Retail Collaborative
💫 Reflections of a Retail Strategist
Fragrance was the fastest growing beauty category in 2024 and this got me thinking about what smell means to me and how the products have evolved.
While make up and skincare have a time-defined schedule and routine, my favourite fragrances are defined by longevity and repeat purchases because they’re tinged with emotion and memory. I find that there’s a certain loyalty when it comes to buying fragrance that we don’t have with beauty products, and we’re seeing growth and innovation in this space as brands compete for repeat spend.
We should also remember that even though we often see shelves full of fragrance, according to the Boots Health and Beauty magazine, there are only 600 perfumers in the world, which is fewer than the number of astronauts, so this is a competitive category where innovation is the name of the game.
With that said, here are some exciting launches I’ve noticed in fragrance lately:
Dior launched their solid perfume sticks in lipstick packaging and I can’t wait to give them a try. As practical as they are chic, these sticks are wax-based and promise to offer skincare benefits alongside fragrance.
Keeping on the theme of solid perfumes, they’re definitely having their moment in the spotlight with Glossier, Fenty, Diptyque and Jo Malone all giving us their unique modern take on this classic trend. This begs the question: why are so many brands investing in this fragrance format? In addition to the skincare benefits wax offers, solid perfumes are easy to use, sustainable, alcohol-free and perfect for travel.
A solid perfume but for your wardrobe, Rituals have a wardrobe scent, and it’s a stroke of genius. A far cry from the fussy sachets, this is a discreet product that oozes luxury and gives an instant fresh hit as soon as you open your wardrobe, elevating the dressing-up ritual in to a special moment that you can experience multiple times a day.
While body mists are nothing new, I did note that Kayali recently launched their body mists. Designed for layering, these can be used as a quick refresh post-shower or spritzed to raise your spirits, which edges the brand in to the self-care space. It’s a clever move (and the packaging is delightful)
A fun innovation from Jo Loves is their Fragrance Paintbrush. Marketed as an on the go essential, this fragrance is refillable (and sustainable), allows precise application, dries quickly and packs a punch. What a great idea.
Celebrity fragrances are nothing new but I have to include them in this list because they often represent great value for money and the nostalgia factor for classic scents like Fantasy by Britney Spears is off the charts. They remain a popular choice for a reason.
💡 So Many Thoughts on athleisure
Alo Yoga opened a new store in Covent Garden and that got me thinking about athleisure and its place at the intersection of fashion and function.
As we lead increasingly busy lives and look to buy multipurpose items with ease and sustainability in mind, it’s easy to see why luxe athleisure is clear frontrunner. Made with soft fabrics in to flattering cuts in all colours across the size spectrum, these items are easy to mix and match with each other, and pair with existing staples from our wardrobes.
Think jeans, a Varley hoodie and a blazer for a high-low outfit that also fits in to a quiet luxury aesthetic.
In other words, athleisure has moved away from pure workout clothing offered by the likes of logo-heavy Nike and Adidas who have both struggled lately, to pieces we can wear on repeat, whatever our day looks like, and that’s worth the investment for customers and retailers.
Let’s talk brands
There’s no shortage of brands in this space, but here are a few of my favourites:
Alo Yoga - more than just an athleisure brand, Alo offers workout classes on their app and gives customers functional clothes with mass appeal.
Lululemon’s perfect fit leggings and hoodies are bestsellers season after season without discounting for good reason
Varley offers a core activewear range alongside trousers and pullovers that are perfect for lounging or brunch dates
Adanola is having a moment with their viral (affordable) leggings and it’s easy to see why; they’re the perfect example of fashion meets function.
Fabletics has been around for a while and they focus on workout wear, but their clothes are stylish enough to wear outside the gym
Gymshark - with eyecatching designs and a stand-out logo, wearing Gymshark is almost a badge of honour
Vuori is for anyone looking for comfort and performance. Their DreamKnit Collection is proof that comfort and style can co exist.
Spanx is getting in on the action
As the athleisure category grows, other brands are carving out their own space. Spanx has always put technology and comfort at the heart of its products, and continues to do so with the launch of their Spanxsmooth OnForm collection. According to their press release, this range is for low-intensity workouts and casual dressing. This piece in Retail Dive has all the details.
Final thoughts
Fashion has always been about function and it’s great to see this category growing in a sustainable way. As technology continues to evolve to match our lifestyles, it’s imperative that fashion keeps up. Fabric, fit and function all matter.
📧 I Got Mail
As brands look ahead, this week’s mail has been focused on new launches.
Minis might popular because they’re great to try or travel with but once you’ve found a product you love, it’s all about bulk buying, so I was pleased to see Elemis launching a 200g neroli scented version of their iconic cleansing balm in Selfridges. Larger beauty products are more sustainable and often cheaper, making them a win-win for all.
There’s no shortage of heart-themed jewellery this year, but I’ve loved the collections from Monica Vinader and especially Edge of Ember who continue to focus on customisable pieces to add extra meaning to investment jewellery.
Sometimes a new season launch is about refocusing customer attention on what you’ve always done best and that’s what Russell and Bromley have done with their email about loafers this week. A perfect example of sticking to what you know works, and reminding customers that no one does a trend better than you.
🔖 Bookmarked
The articles I saved this week
Nobody’s Child is one of my favourite brands on the high street. They sell quality, versatile pieces at an affordable but not cheap price point to encourage customers to rewear what they love. Their use of digital passports and their commitment to sustainability is to be applauded. This interview with their CEO Jody Plows in The Guardian is a brilliant read.
Bloom Perfumery has opened a larger store in Covent Garden after outgrowing its smaller space in another sign that the popularity of fragrance shows no sign of waning. I can’t wait to visit and report back.
Collaborations are big business and this article on Inside Retail is a brilliant deep-dive in to the ones that have worked, and why.
📌 Updates
Retail can be confusing so if you’re looking to embrace change and elevate your business in 2025, get in touch.
I offer three main services:
Strategy Intensive - perfect if you need a strategy overhaul and a clear plan of action
Business Health Check - this is for you if you’re ready to rethink your operations to make your business run more smoothly and efficiently
Business Support - I offer ongoing strategic support for your business if you need medium to long-term help.
Not sure where to start? Sign up here for a FREE Collaboration Session if you want me to help answer your three biggest retail questions.
Stay tuned for even more retail insights and musings in 2025 here on Substack, Linkedin and Instagram.
Until next week,
Hina