After the Recession
You may have heard — we’re in a worldwide recession. The retail sector has been hit especially hard, but a few enterprising apparel companies are making moves to see to it that they escape hard times in good shape.
New York-based marketing firm Abrams Research surveyed more than 100 luxury experts to name the top retail fashion brands that appear to have the best strategies for surviving the recession.
The results were varied and interesting: Topshop topped the list with 34.1 percent of those surveyed naming it as a brand that will continue to flourish. Chanel came in second with 28 percent, with Louis Vuitton following with 21.9 percent. Forever 21, H&M, and Marc Jacobs all tied for fourth place at 13.4 percent.
Honorable mentions included Hermès, J.Crew, Cartier, Yves Saint Laurent, Gucci, Rolex, Tiffany & Co., Diane von Furstenberg, and Prada.
So what do all these brands have in common? They are all maintaining their commitments to quality while experimenting with sustainability in their operations. Many of the companies on this list have added organic cotton to their lineup, but that doesn’t mean they’ve given up on leather or fur, for example. Durability is paramount, and the most successful apparel brands right now are finding a balance between old world and new world values.
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- Topshop has an exclusive deal with People Tree, a fair trade fashion line out of the U.K.
- LVMH put its money where its mouth is in May and bought a large stake in Edun, the fair-trade fashion company started by Rogan Gregory, Ali Hewson, and U2 frontman Bono.
- H&M has pledged to increase its use of organic cotton by 50 percent during 2009, and has started using innovative textiles like polyester made from recycled plastic bottles.
- Marc Jacobs interpreted “green power” literally: Last September, his fashion show was powered using a biodiesel-fueled generator provided by the On Site Energy Company.
- Hermès Paris has an unparalleled commitment to workers’ rights and craftsmanship, says Dana Thomas, author of Deluxe: How Luxury Lost Its Luster.
- J.Crew has jumped on the green bandwagon: These matchstick jeans feature undyed organic cotton.
- Head designer Stefano Pilati launched the Yves Saint Laurent “New Vintage” collection at Barneys New York earlier this month, using recycled fabrics from the YSL cutting room floor.
- Diane von Furstenberg is no stranger to the frustrations of getting knocked off: She’s become the fashion industry’s voice on the intellectual property debate.

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