Shari Dionne, the connoisseur of luxury eyewear, adds more pizazz to the lives of people who love cool sunglasses.

Sunglasses serve the purpose of protecting your eyes from the merciless UV rays of the sun that won’t be considered twice while hitting your cornea, retina, and eyes with the UV (ultraviolet) light. Additionally, we all want to look hip and cool while protecting our only window to the visual pleasures of the world. Shari Dionne had the same thoughts while wearing glasses as a child, but the dilemma of not finding eyewear that patches the vivid personality always infuriated her.

When Shari saw this gap in the eyewear market, she joined forces with Will Nickens, an MBA professional with a marketing major. Their goals had aligned because both are lovers of fashion, and the integration of the talents of these people led to the creation of the Shari Dionne Brand. Shari is also a nurse by trade and a fashion expert by passion. She inspires the world by showing how love leads to the creation of a legacy that can fulfill the dreams of many. Dreams do come true, and to trigger the paradigm shift, you need to break through the boundaries of self-doubt and bring your ideas into reality.

Amorous Foundation Of The Brand

The Shari Dionne brand is a creation backed by love and care. It all started as a love story. When Shari and Will met in Dallas, they struck a chord and a short fling turned into a forever story. Will and Shari are happily married now and expecting their 2nd child too. The brand happened because of the compliments that Shari got on her style and when she wore eyewear that people couldn’t take their eyes off her. Seeing how people were so mesmerized by her swagger, Shari and Will decided to create their brand.

After conducting thorough customer reconnaissance, the couple decided that their eyewear will instill confidence and get compliments for the customer on their vacation or general events. 

This love led to many great things, and the Shari Dionne eyewear is the product of this spark that keeps igniting and brings up new ideas to transform the perspective around eyewear and other luxury products. The goal is to be the talk of the party while being protected from the harmful agents of nature. The brand has also added a new opulent swimwear collection to its range.

As Seen On Celebrities

The eyewear collection by Shari and Will is enigmatic, and the high-quality material makes it all the more desirable by renowned celebrities. 

The Shari Dionne glasses have been spotted on celebrities such as Brandi Maxiell from VH1’s Basketball Wives, Former women’s NCAA standout basketball twins, the Gonzalez twins, reality TV stars Yasmine Lopez, “Yummy”, and Charisse Mills from Zeus network TV show “One Mo Chance” and the original face of the Clubhouse app Bomani X. Our eyewear can be found in Downtown LA at a store called Raised In LA.

To know more about this brand, visit their website.

Forever 21 had filed for bankruptcy in September 2019 and is now to return with a new strategy.

A post on the company’s official Weibo account stated that the American fast-fashion brand Forever 21 plans to return to China after leaving in 2019. The company has now allowed Lasonic Limited Xusheng Co. Ltd and its subsidiaries Xusheng Electrical (Shenzhen) Co. Ltd to handle the brand’s Asian business. The brand is currently available on some electronic retail platforms such as Vipshop and Pinduoduo in China. Moreover, the company also mentioned that it plans to open new stores across China and strategically market its products through China’s e-commerce channels.

The company has left China three times till now. The latest comeback is Forever 21’s third entry into China was after opening a store in Changshu back in 2008, which closed within a year.  The brand returned in 2011 and operated 11 stores around China by the time it announced its withdrawal in 2019 when it filed for bankruptcy in September 2019 and was acquired by global brand development, marketing, and entertainment company Authentic Brands Group (ABG) in February 2020.

The Reason For Failure In China

Forever 21′s failure in China has been largely attributed to its negligence and slow approach to expansion and a digital marketing strategy that left it less visible to young consumers than its high street competitors. Again, a perfect example of why brands need to reach the right audience and how the right agencies can help you with it. Rather than opting for the kick-ass digital marketing and branding strategy, the company trusted its retail strategy that focussed on huge stores in China’s most expensive shopping streets. It required a major capital investment that proved difficult to recoup.

The Brand Story 

It began when Forever 21’s founders, two Korean immigrants, Do Won Chang and his wife, Jin Sook Chang, founded the first Forever 21 store in Los Angeles, California in 1984. Before opening their first store, Do Won Chang worked as a janitor at a gas station and a coffee shop hard to make ends meet. They started the chain with an aim of providing fashionable pieces at more than reasonable prices, to the kids and teens. In their first year, the company raked in USD 700,000 in sales. Now it operates over 790 stores, selling men’s and women’s clothing across the U.S, Canada, Europe, Africa, Oceania, and across Asia.

Etsy Has Decided To Leverage The Power Of Gen Z By Acquiring Depop. 

The second-hand market is booming like never before because of the ongoing global pandemic. Unemployment, shrinking pockets, and an unstable economy has forced people to change their buying patterns and turn towards second-hand products. Additionally, the alarming rise in global warming and pollution have made the buyers re-tailor their shopping beliefs, and have pushed them towards more sustainable and humane fashion, craft, and home decor options.   

On the heated ground of the incessant expansion of the second-hand market, the top two-sided shopping brand of the US – Etsy has bought the vibrant British shopping app, Depop, which is most preferred by Gen Z for secondhand sales and purchases. The deal was closed at $1.6 billion paid mostly in cash. 

Etsy’s Decision To Claim Top-Spot On Second-hand Market

Etsy, popularly known as the “house of brands”, started in 2005 and went public in 2015. It operates two-sided online marketplaces which connect millions of passionate and creative buyers who deal in craft, home decor, vintage furniture, collectibles, art, handmade toys, jewelry, clothes, etc. The customer demographic of Etsy states that the age of its average consumer is 39 years, and therefore, it falls into more serious shopping choices. 

Depop, on the other hand, was founded in 2011. It provides a social environment to its customers by allowing them to create their personal accounts for the purpose of launching, marketing, buying, and selling products. It caught up with the market’s pace quickly, creating its very own clan of consumers who on average fall under the age of 26 years. One can find them hanging more on newer social media platforms like Instagram, Tik-tok, and Snapchat. 

Generation Z – The Driving Force Behind The Growing Second Hand Market

Gen Z – or the consumers below the age of 24 have immense passion in second-hand shopping. This generation was found to be the driving force behind the sector’s growth, adopting second-hand fashion 2.5 times faster than any other age group. This approach has led to an increase in the second-hand market to $24 billion in 2020. The resale market which stands at $28 billion today is expected to grow to $64 billion in the upcoming 5 years. 

Therefore, instead of creating a huge customer base in this demographic, Etsy decided to employ the ready-made customer base of Depop. In exchange, Depop will continue to and more efficiently use the resources of this industry. 

Etsy Clarifying The Move 

Josh Silverman in his statement said “Depop is a vibrant, two-sided marketplace with a passionate community, a highly-differentiated offering of unique items, and we believe in the significant potential to scale further. We see significant opportunities for shared expertise and growth synergies across what will now be a tremendous ‘house of brands’ portfolio of individually distinct, and very special, e-commerce brands.” 

He further added that, “We believe Depop to be the resale home for Gen Z consumers with a unique offering and highly-engaged user base. With the closing of this incredibly exciting transaction, Etsy’s ‘house of brands’ portfolio now includes four individually distinct and very special eCommerce brands – Etsy, Depop, Reverb, and Elo7 – with parallel growth strategies, all sharing similar missions, visions, and values. We are excited to welcome the entire Depop community into the Etsy family and look forward to applying Etsy’s value creation roadmap to help them further drive growth.” 

 Now, it will be quite interesting to see how the Depop customers react to the acquisition. 

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