Alenver Responds to Fast Fashion

Womens Underwear

In a September 2006 Forbes article, by Kristine Miller, the concept of fast fashion was discussed and applauded. As an industry innovation, this concept relies on customer feedback and needs, and in-season shopping patterns and trends to guide future design and buying for the stores in a short turn-around time. Long term planning and dictation of styles is not the core of fast fashion. Rather introducing new items continually keeps buyers’ interest up. Fast forward two years later, and fashion commentators have criticized the fast fashion trend as a trend without legs since the quality of the clothing was compromised for price. Clothing companies large and small need to be able to combine both these abilities of speed in responsiveness and quality of production in order to succeed in today’s challenging market.

Miller outlines that fast fashion makes good business sense in difficult times because it a) reduces the shelf life from 6 months to a few weeks, and b) sells 85% of their inventory at full price rather than the 60% industry average. This is possible because the new shopping mentality encourages a “buy now or miss out” mentality because of the stores that introduce new designs to the racks two to three times per week versus just ten to 12 times per year in traditional stores. Part of fast fashion is response to customer requests for designs and styles. Traditionally, smaller companies have always had the advantage of being able to make changes faster, and be more responsive to markets than larger companies whose mantra may as well have been “the wheels of change move slowly” Now larger companies also are making the changes – Miller sites Brooks Brothers producing their own ties in New York and reducing their production cycle from 10 days to 2 hours.

Critics of fast fashion however, claim that quality is being jeopardized with such affordable availability of clothing. An International Herald Tribune article, by Suzy Menkes in September 2008, compared a coffee and croissant with a dress in London’s Primark fast fashion retail store finding both were approximately US$11.50. It’s recommendation was that fast fashion‘s time was over and customers were desirous of and worthy of higher quality clothing.

Alenver Inc, a new underwear competitor appears to have achieved the magic formula of speed in response to market demands on the fast fashion end of the scale plus quality products on the other. Alenver principals, Patrice Hallot and Piret Johanson, believe that a successful line of clothing, though maintaining its classic or signature style, must always be evolving and expanding with new ideas, styles, and colors to continue to meet the ever changing needs of its wearers. Although their collection was introduced in 2008, they have added to their collection in 2009 and claim that turn-around time in production was just under two weeks. Although not in the ballpark of “hours” turnaround time, it is still an acceptably responsive time period, made possible by the proximity of the production of the collection in Peru to the Miami home of the design principals and the storage facility of their products. The collection is made from 95% pure cotton from the finest Peruvian cotton for comfort and 5% elastane for shape retention. Long term use and abuse and multiple swimmings and washings, have still resulted in a shapely product that maintains its comfort and shape.

New colors have been added to Alenver’s collection. Color is an important feature of the Alenver Inc. collection with their men’s and women’s lines designed to complement the new season’s hottest color trends. Currently, Alenver’s jewel-like collection of colors include: purple, dark brown, khaki, pink and fuscia, in addition to the classic back and white. Additionally, contrasting waistbands of color with gold and silver messages provide the variety that wearers desire for their boxers and briefs. Alenver’s messages can now be displayed in white metallic, red metallic and dark grey metallic waistbands. The lace collection has also expanded its color selection for the new season. Red and white laces join the black lace option for this line in the women’s collection. Alenver has even produced a line targeted at the tourist crowds to Miami. The South Beach message is on a slightly thinner waistband and simpler design cut.

Alenver’s secret reversed messages have new additions for both the men’s and women’s collections. Messages are generally one word, with loaded imagery that needs no explanation, yet can be interpreted by the wearer in their own personal way. In addition to money, die for 305 and fucker, on the waistbands of the men’s collection, Alenver has added no fear and respect. To its women’s collection of money and bitch, Alenver has added desire and love. As each one-word message is spoken out loud, specific images, feelings and emotions are generated. With this reversed message, apparent in the mirror, it is clear that the mood of the wearer is the priority. The thought process in adding new messages is no small issue. Alenver’s message to the wearer is that they deserve the time and attention that selecting underwear allows. Alenver appears to the perfect combination of fast responsive fashion, that encourages a pause to contemplate the message that is clever, makes you think, and consequently. stop and enjoy the moment.

According to Menkes, “As a phenomenon, speedy style has given a shake up to the industry and brought the look of the moment to main street, with the collaboration of leading designers. It has proved that fashion does not have to be elitist and that big names are as capable of creating cheap chic as haute couture.” For successful designers, change is inevitable. In any new collection of clothing – the collection cannot stay stationary if it is to move ahead in the public’s eye. Change and expansion are vital every step of the way – not only at the outset of a new collection – but continuing through its many incarnations and developments.

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