Welcome back to The Spin! In a brillant moment for Amazon, Lady Gaga has announced plans to sell her new makeup line on the platform. As eCommerce is on track to grow to more than half of all retail sales by 2028, social shopping sites are creating a new breed of influencers. To avoid for their products to end up on resale sites, some retailers just buy products right back from their customers. Enjoy the read and feel free to share! Best, Ulrike


Amazon goes Gaga. Lady Gaga has chosen (paywall) Amazon as retail partner for her new makeup line. Scheduled to launch in September, the US pop icon's Haus Laboratories debuts with three multi-use color products for cheeks, eyes and lips in six shade families. A kit containing all three is priced at $49. Pre-orders are available starting July 15.

The rising. On a less cheerful note, Amazon warehouse workers in Minnesota plan to strike on Prime Day (which actually runs for two days this year), while rival platform Shopify ramps up competition with new eCommerce tools and fulfillment options for small and mid-sized vendors. Experts expect Shopify to triple its market share within the next five years, with gross merchandise volume projected to grow up to $200 billion by 2024.


Digital dominance. By 2028, the share of eCommerce in UK retail sales will grow from currently about 19 percent to 53 percent. According to The Digital Tipping Point by Retail Economics, this development is fueled by the changing demographic of Britain’s adult population and cheaper, faster delivery services, which will most likely accelerate closures of physical stores.

Social recession. Instagram engagement rates for brands and influencers have gone down over the last six months. The development mirrors the decline of organic reach previously experienced by marketers on Facebook, whose users are still worth more than Instagram users. To make the most of each platform, brands should ensure they focus on target audiences.

The new curators. Meanwhile, social shopping apps like Instagram and Depop are creating a new breed of influencers - those who are recognized for their inspired selection of vintage, dead stock and self-designed items. One such curator is Los Angeles-based Bella McFadden. The 23-year-old, who has over 561,000 Depop followers, offers 20 shoppers per week a $150 Styled by iGirl kit with items based on their measurements, astrological signs, colors and/or specific themes.


Rumor had it, now its official: German fashion company Strenesse New GmbH is insolvent again. In self-administration, the H2P-owned company plans to resolve obligations from the past. During the restructuring (paywall; translated by Google), managing director Micaela Sabatier will be supported by turnaround expert Hubert Ampferl from Dr. Beck&Kollegen. Sabatier has already reduced the number of employees, stores and outlets while reorganizing the international business. Those measures are expected to continue.


Mango's management. With the appointment of César de Vicente to global retail director and David Gutiérrez to global HR director, struggling Spanish fast fashion retailer Mango has completed (in Spanish) its management restructuring. De Vicente joins from French fashion chain Kiabi and has also worked for Promod, Décathlon and Sport Zone. Gutiérrez was most recently chief people officer at Spanish online shopping club Privalia, following jobs at Foot Locker and Kiabi. Both report to CEO Toni Ruiz, who currently puts Mango’s debt reduction before profitability.


Buyback mountain. A new reCommerce solution offers companies, who want to avoid their products to appear on the resale market, an option to buy back garments from customers. Based on purchasing information provided by vendors, Charlottesville-based startup Rohvi creates individualized buyback offers for customers, usually in form of store credits. Even negative responses contribute (paywall) information for a database on customers' feelings about items, which can be used to improve buying and pricing decisions.


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