Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Longchamp opens first Scottish store as Edinburgh consolidates its luxury retail position
Longchamp has opened its first standalone store in Scotland, choosing Edinburgh’s Multrees Walk as the location for its latest UK expansion. Opening on 9 February, the boutique marks the French accessories brand’s first permanent retail presence outside London in the UK, reflecting a broader shift among luxury labels towards selective regional...
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When the moment is the message: fashion marketing at sports’ biggest stages
Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...
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Pieter Mulier’s arrival at Versace signals a reset for the Italian luxury house
Thursday’s announcement that Pieter Mulier will become chief creative officer of Versace confirms what fashion circles had been whispering for months. The Prada Group and Versace jointly confirmed the appointment, positioning the Belgian designer at the creative helm of one of fashion’s most iconic names as it enters a new chapter under Italian...
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AI shopping assistants gain traction, but early missteps risk losing customers
AI is fast becoming part of the online shopping journey, but fashion retailers face a narrow margin for error. According to a new survey of 2,000 consumers in the US and UK, 66 percent of shoppers have already tried, or are open to using, an AI assistant such as ChatGPT or a retailer’s own tool when shopping online. Yet the same research...
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Oakley doubles down on snow as sport-fashion collaborations accelerate ahead of Olympic Winter Games
Oakley is expanding its presence in competitive snow sports at a moment when performance outerwear is enjoying renewed momentum. For the first time in its history, the brand has become the official apparel sponsor of the national freestyle snowboard federations of Canada and Finland, while also equipping New Zealand’s freestyle ski athletes with...
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Retail insolvencies signal a sector still on shaky ground
The fashion industry is no stranger to disruption, but the latest insolvency figures underline a worrying truth: retailers are still operating on borrowed time. While the month-on-month drop in retail insolvencies from 177 in October 2025 to 158 in November 2025 may offer a momentary sigh of relief, the broader trend is far less comforting....
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Canopy unveils wood-supply risk brief and 2bn dollar finance platform at Davos
At the World Economic Forum in Davos this week, solutions-driven environmental non-profit Canopy is announcing two initiatives aimed at reshaping how global industries source forest-based materials, as pressure on wood supply chains intensifies. First, Canopy is launching a new research brief developed with investment advisory firm Finance...
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European fashion braces for Trump's tariff threat over Greenland
The European fashion industry faces fresh uncertainty as President Donald Trump announced weekend tariffs against eight countries. including major fashion exporters the UK, France, and Germany, as leverage to acquire Greenland from Denmark. The tariffs, set to begin February 1st at 10 percent and rise to 25 percent by June, come as the sector...
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Small batch, big numbers: When fashion marketing meets production reality
In fashion, moments of unintended transparency, a back-end inventory number accidentally exposed, a production document leaked, a “limited” capsule that seems available forever, often illuminate the gap between how brands describe themselves and how they actually operate. These moments are revealing not because they expose wrongdoing, but...
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2025: The year luxury lost its sheen?
If 2025 will be remembered for anything in fashion, it may be as the year luxury brands discovered that belief in the idea of luxury itself is not infinite. After more than a decade of uninterrupted growth, price inflation and relentless “newness,” the social contract between luxury houses and their customers began to fray. Factory and marketing...
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