Joan Kennedy

After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.

The Paris-based independent brand, known for its eye-popping marketing stunts, playful bags and dramatic runway shows, was met with a massive crowd for the ribbon cutting of its first stateside store in New York’s SoHo.

Tapping into trendiness represents a huge growth opportunity for brands with roots and uses in specific communities, but it can be a double edged sword.

More brands are dressing their VIP runway attendees in coordinating looks to propel focus on one particular item, in hopes of driving buzz — and sales.

The US Federal Reserve’s first interest rate cut since the pandemic will make borrowing cheaper. Ideally, it will ease pressure on some brands and retailers, encourage investment and drive more spending from shoppers.

Big names, extravagant productions, a Google-sponsored shuttle bus and an overall sense of high energy all helped breathe new life into the shows this season.

Gap, Foot Locker, Abercrombie and other retailers issued cautious outlooks for the remainder of the year even as they reported strong second-quarter sales. It’s the latest indication that all is not well with American consumers.

Shoppers are finding alternative ways to get their hands on the unattainable bags, shoes and watches, from auction houses to specialised fashion sourcers.