The Golf & Co. Group received a franchise to market the La Perla lingerie brand in Israel, Yedioth Ahronoth has learned.
La Perla was founded in Italy in the 1950s and is considered a prestigious underwear and swimwear brand, which sells a bra for more than NIS 1,000 ($270). Czech supermodel Eva Herzigova is a former spokesmodel for the brand.
La Perla has stores in Italy and France. The brand did not have a franchisee in Israel until now, but its clothes could be found in one of the luxury stores at Tel Aviv’s Kikar Hamedina plaza.
The franchise license includes the young Studio By La Perla line.
Yedioth Ahronoth has learned that Golf plans to open a La Perla flagship store in Tel Aviv. In addition, 15 of the branches of intimate wear chain Intima will include a store-within-a-store of the young, popular line. This is the first time that Intima will own an international brand.
Golf refused to comment on this report.
Golf posted its financial results for 2012 recently, reporting a 0.2% drop in income from fashion sales. The company reported a 1% increase in sales of home appliances.
The Salvation Army, the Goodwill Store, and thrift shops: these are now the coolest places to buy new clothes. Or rather, new-old clothes.
The resurgence of vintage and retro styles among today’s youth, perpetuated by the hipster lifestyle that is nowhere more evident than off the Bedford Avenue stop in Brooklyn, has breathed new life into many urban thrift stores – and not just in the US. In an attempt to raise donations for the needy, elderly population in Israel, McCann Digital Israel capitalized on this concept in a big way.
Israel is home to thousands of Holocaust survivors and other elderly people who are finding it difficult to support themselves. Many of them have little to no money and food, with limited means of obtaining any. Unfortunately, most young people simply don’t care about the plight of the elderly. So how do you engage an apathetic youth population?
Provide them with something they can relate to.
Ami Alush, a creative director at McCann, breaks down this goal into a simple objective:
Instead of showing yet again elderly Israelis rummaging through garbage cans looking for food, which unfortunately nobody notices anymore, we thought about coming from a more positive direction in order to raise funds.
While the growing elderly population in Israel may not have a lot money or much in common with the younger generation, they do have something today’s youth want: original, vintage clothing.
McCann worked with the Shorashim Group, an organization that helps provide food for elderly people in need, to take advantage of this resource by creating their own vintage clothing brand. The organization asked the elderly they provide services to donate any unwanted clothing they may have. The clothes were then cleaned up, repaired, and incorporated into a photo shoot with many well-known Israeli models.
The clothes, which were tagged and rebranded as ‘Roots: Second Hand Fashion’, were made available through a special online store and select local thrift shops. Billboards, print ads, online banners and other digital ads promoted the ‘new’ Roots line, in addition to incredible press coverage from local media, fashion bloggers, and news outlets. The results of the campaign were staggering: In less than a week, the entire 2013 online collection had sold out.
With all the proceeds from the Roots initiative being donated back to the Shorashim Group, they were able to provide 1,400 holiday meals to local elderly people in need. The campaign was simple, and unbelievably effective, in reaching Israeli youth and engaging them to donate, showing a great example of making charitable giving relevant to the target audience. Plus, the Roots campaign successfully provides a donation platform for years to come, as additional seasonal lines can be released. Surely, Macklemore would be proud.
Check out a video of the campaign below:
Aeinao is the first Ethiopian woman to win Israel’s national beauty pageant.
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Fashion students at Israel’s Shenkar College of Engineering and Design were recently given a unique challenge – creating innovative designs using surplus clothes deemed disposable by a local leading fashion retailer.
The project marks the growing green trend in the fashion industry, as it – much like its contemporaries in the consumer product sector – is becoming more eco-conscious. The industry is making a global effort to offer consumers fashion items made from recycled materials, turning the “reclaimed” into super-chic must-haves.
As part of this growing trend, students at the Master’s program of Shenkar’s Faculty of Fashion Design have recently taken part of a project exploring “design as an engine of social impact.”
The students were also asked to design their clothes in the spirit of a potential target-market, and find an association that represented that market.
The items designed were then mass-produced and sold on discount, or designed as a unique one-piece, to be auctioned off. All proceeds went to the respective associations.
“The clothes we were given to work with were surpluses garments that were not sold, as well as items that had small defects,” class instructor Ayelet Carmon explained.
“We’re used to thinking of surplus from purely industrial point of view, but many companies actually get stuck with inventory because the law states that you can’t import goods that are not for immediate sale. Since the system encourages buying in bulk to get a better price, importers later face having to deal with surplus inventory.”
But if the students are using ready-made garments, where is the challenge? Carmon summed it up with “scarcity”: “Students would start working with something and then literally run out of it, so they had to improvise. The projects approach was ‘what you get is what you use.’”
The growing trend has been noted by retail giants as well: in December, Sweden’s H&M announced recently that as part of its social and environmental responsibility practices, it will offer customers a chance to recycle their old clothes.
The Israeli franchise is included in the venture, which will span 48 nations worldwide.