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.
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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LK Bennett seeks buyer as owner launches accelerated sale process
British fashion brand LK Bennett is urgently seeking a buyer, raising renewed concerns about its future just six years after its previous insolvency. According to Sky News, the company’s owner has appointed restructuring advisers Alvarez & Marsal (A&M) to run an accelerated sale process, with potential buyers and investors contacted in recent...
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Why loyalty, not discounts, is shaping retail’s next growth phase
As the festive rush fades and discount fatigue sets in, many retailers are entering the new year questioning whether traditional promotional playbooks are still fit for purpose. While deep discounts continue to generate short term spikes in traffic, they are increasingly failing to deliver what brands need most: repeat engagement, loyalty and...
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UK retail sales edge up as fashion outperforms in a subdued Golden Quarter
UK retail sales painted a nuanced picture in November as the Office for National Statistics data showed modest resilience beneath a soft monthly headline. While total sales volumes dipped slightly over the month, fashion and non food categories continued to hold steady, reinforcing the sense of selective rather than broad based consumer spending...
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Phan Huy becomes the youngest designer ever selected for Paris Haute Couture Week
At just 26 years old, Phan Huy has reached a milestone few designers ever approach: selected to present at Paris Haute Couture Week. His upcoming show on January 29th marks not only a personal breakthrough, but also a historic first for Vietnam, which will have an official representative on the couture calendar for the first time. Paris Haute...
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