Here are some of this week’s news and features highlights handpicked by TheIndustry.fashion team.
The Interview: AYM Studio’s Alie Mackintosh on cracking the code to what women want to wear
If your TikTok algorithm is anything like mine, you would’ve seen the waist-snatching wonder that is AYM Studio. So, I wanted to find out about the woman behind the magic, which is why I sat down with Alie Mackintosh to hear about the inspiration behind the brand and how she’s shaped it using social media as a powerful tool.
Alie Mackintosh launched AYM Studio straight out of university with just a sewing machine and a vision to create truly women-centric clothing. What began as a hobby quickly grew into a social-first brand known for its sculpting silhouettes, made-to-order models, and sustainable ethos.
AYM, which stands for ‘All Your Moments’, was born out of Mackintosh’s obsession with design that solves real problems. Her designs are cleverly engineered style solutions built to flatter the wearer’s shape with waist syncing features and double-lined fabrics.
With a combined social following in the hundreds of thousands, both the founder and the brand have cultivated a loyal, engaged community that plays an active role in shaping AYM’s direction. Read the full interview here.
Chloé Burney, Senior News & Features Writer.
Cyber attacks see two thirds of UK consumers changing online shopping habits
The recent spate of cyber attacks on retailers including M&S, Co-op and Harrods is seeing as much as 66% of UK consumers seriously rethinking how they shop online, according to new data from global research and insights agency, Opinium.
You really have to wonder where this is all leading. As retailers ramp up online security, the criminals – out to get priceless personal details from shoppers – just get more sophisticated. It’s now an online game of cat and mouse, or Bond versus Blofeld if you will. The huge problem is, if the bad guys win, it will have serious implications on people’s trust of online shopping, not to mention a major threat to customers’ personal finances.
Of 2,000 UK adults surveyed this month, almost a quarter of consumers (23%) now intend to only shop online with brands they completely trust, while 22% will only shop with brands they feel have strong security. Even more stark, was that nearly three-quarters (73%) now see cyber attacks as one of the biggest risks facing UK consumers, with 82% saying companies must do more to protect their data.
M&S’s woes first struck over the Easter holiday weekend, with shoppers reporting they were unable to use contactless payments or click and collect services. Then, on 13 May, the retailer confirmed that personal customer data had been stolen as part of the cyber attack.
While M&S stressed the data did not include payment or card details, or account passwords, and was not believed to have been shared online, you have to ask, but what about next time? And who will be next? A very modern day problem that isn’t going to go away any time soon.
Tom Bottomley, Contributing Editor.
Marks & Spencer Marketing Director Anna Braithwaite exits after four years
Marks & Spencer Marketing Director Anna Braithwaite has confirmed her departure as she prepares to “embark on a new chapter”. Speaking to TheIndustry.fashion, Braithwaite stated that today marks her final day at the company, although she can not yet disclose details about her next steps.
Braithwaite joined M&S in June 2021 during a transformative period for the British department store. She played a key role in revitalising the brand and shaping its evolving marketing strategy – most recently contributing to the launch of its new ‘Summer Like You Mean It’ campaign, which debuted this week.
She leaves behind big shoes to fill, but I have confidence in her successor, Sharry Cramond, who will step into the role of Marketing Director for Fashion, Home & Beauty. Since joining M&S Food as Marketing Director in January 2018, Cramond has played an “instrumental” role in its transformation, significantly improving customer perceptions of both value and quality. If she can bring the same strategic vision and impact to the Fashion, Home & Beauty divisions, Marks & Spencer is poised for another exciting chapter.
Sophie Smith, News Editor & Senior Writer.
Moss unveils refurbished Oxford Street flagship and reveals plans for two new stores
Menswear retailer MOSS has this week unveiled a revamped and upsized flagship on Oxford Street. The store now spans 5,038 sq ft over three floors, having previously occupied two floors.
It’s a great-looking space with the full basement area given over to its hire service. There are plans for further new and revamped stores too.
This comes on the back of last week’s news that Massimo Dutti had opened a very attractive new flagship on Oxford Street and data from Savills that lettings on the street were now up on pre-pandemic levels.
It’s very heartening to see a street that has been looking past its sell-by date since the pandemic start to come back to life. There is much more to come, too.
I know it’s only one street, and it’s London. But this isn’t just any street (to borrow a line from a retailer that is also planning a major new Oxford Street presence), this is one of the best-known shopping streets in the world, and if it is on the up, we can feel optimism for the sector as a whole.
Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.