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Sufiana Sharuddin

Sufiana Sharuddin is a fashion writer. She covers a variety of topics within the industry, including merchandising, technology, trends and current affairs for data platform Omnilytics.

From the author

Inside the rise of activewear in China

Several Asian nations have witnessed a wellbeing craze and, as a result, a boom in activewear; Chinese brands lead the w...

China stitches up Western apparel makers for quality issues

Fines and greater scrutiny of brands like Lululemon and Bally by the Chinese government are turning its citizens’ focus ...

Starbucks, Amazon and Gucci: Retail embraces crypto, but it’s not easy

NFTs are so last year. Brands’ latest use of blockchain technology is full integration of cryptocurrency payments and se...

How the West got lost: Chinese shun foreign brands

Major Western brands such as Nike and H&M have fallen on hard times in China recently or even left altogether. Experts c...

Can anything take the Shein off China’s e-commerce titan?

Nanjing-based Shein has found rapid success through social-media dominance and a clever business model. Now it takes on ...

Armour emerges as Paris Fashion Week goes on in war time

Global events made their presence felt, but didn’t dominate, as the fashion mecca’s big event produced viral moments, tr...

Emerging talents shine brightly at London Fashion Week as mega brands stay away

Exciting new names and one much-anticipated return to the spotlight filled this year’s event with freshness, glamour, an...

Insta meets Only Fans: Meet the app for female and non-binary influencers

Two former execs from dating apps Bumble and Hinge have just launched a new app, specifically for women and non-binary p...

Analysis: How LVMH price hikes will reverberate throughout luxury

The conglomerate has raised prices at Louis Vuitton and other brands in its stable, positioning itself for better margin...

How beauty brand Glossier went from social media darling to social outcast

The fall from grace of the Millennial favourite is a warning to all retailers: When your commitment to your brand’s stat...