Happy Wednesday and welcome back to The Spin. Today we share the latest analysis about Amazon's role in the US not meeting its inflation target and China's growing sharing economy. We can also report that Adidas is finally ending one of America's long national nightmares. Enjoy the read and feel free to share! Best, Ulrike


Double Dutch. Due to delays in construction, Canadian Hudson's Bay Company (HBC) had to postpone (in German) the opening of its first stores in Holland from August to September. The first Dutch Hudson's Bay store is going to open its doors on September 5 on Amsterdam's Rokin, followed on September 7 by two Hudson's Bay branches in Rotterdam and Den Haag. That same day, the first Dutch 3,000 sqm Saks Off 5th will premiere in a former Vroom&Dreesman location on Rotterdam's Hoogstraat 158.


Put the blame on Amazon... According to UBS, US sports retailers Foot Locker and The Finish Line will soon have to start closing their lower tier stores. Although Foot Locker CEO Richard Johnson claims not to be afraid of Amazon, a UBS Evidence Lab survey shows that for the first time this year, more consumers prefer to buy Nike on Amazon vs at Foot Locker. Nike recently announced its plan to start selling directly on Amazon. In addition to store closures, Amazon is now also being blamed for the US Federal Bank's trouble in reaching its 2 percent inflation target.

...or stand up to it. Although Amazon lures millions of customers with it's strong Prime service and top notch logistics, a handful of innovative start-ups like Dollar Shave Club, DYI site Darby Smart and trendy Chinese shoe brand 73hours are building a strong niche business based on curation, personalization and community.


China shares. China's sharing economy has gone wild. From phone chargers and handbags to blue BMWs and even napping capsules - everything, it seems, can be borrowed short term in the Land of the Red Dragon. The movement is backed by much venture capital, but it is not without risk. An umbrella sharing start-up famously lost nearly all 300,000 umbrellas, and a company renting short term napping capsules had to close down due to fire hazards.

Smartening up. While the global smart clothing market is projected to reach 4.5 billion by 2023, Global Market Insights, the market for wearable devices is expected to soar to 150 billion by 2027. Some experts expect a reversal, as soon as technology begins to allow for the garment itself to function as a sensor. While some surveys predict further growth, others expect wrist worn fitness trackers to become obsolete by then.


Ending the nightmare. Georgia Tech has chosen Adidas as the new apparel partner for its Yellow Jackets football team. The German sports giant will replace US sports brand Russell Athletic after the expiration of its current contract in June 2018, ending what some call a long national nightmare. Georgia Tech has been with Russell Athletic since 1992. The university's athletic director Todd Stansbury has also been negotiating with Nike and Under Armour.

Burning Dolls. The opening of niche brand Killer Dolls' first pop-up shop for its "In Dust We Trust" collection was a huge success. Targeting consumers who identify as "misfitss and miss legits", the artsy festival, goth and punk inspired label was launched online in 2011 and rapidly developed a large fan-base including 1.3 million followers on Instagram and an unnamed investor that just put $2 million into the company.


City of Angels. In New York, droves of models are currently flocking to Broadway and 55th Street. That's where Victoria's Secret is casting models for its upcoming Victoria's Secret Fashion Show. Spots are scarce and competition fierce. Even Gigi Hadid had to audition twice before making the cut in 2015. To catch the agents' eye, the aspiring runway stars including Hailey Baldwin and Izabel Goulart show a lot of skin, giving NYC residents a first taste of this fall's Shanghai spectacle.


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