For years, the luxury apparel market has run on a model of exclusivity, and inaccessibility, but times are changing as millennials shape consumer demand. To be exact, generations Y and Z fuelled 85% of the luxury market growth states Forbes, but ironically have disproportionately lower salaries, plus more debt than prior generations.

It’s this paradox that has undoubtedly sparked a whole revolution of “affordable luxury.”

So what is affordable luxury? Traditionally, luxury was defined by the price point, but is now being redefined as a particular set of values. We’ve seen a boom of millennial driven startups like MVMT, Mejuri, and Casper, who sell a certain lifestyle ethos, rather than astronomically priced garments exclusive to the who’s who.

They’ve completely encapsulated the trend towards owning a perceived lifestyle that, for the most part, people in our age bracket can’t afford.

Instagram/@candidlyangie

Don’t pretend you’re an exception! We’ve all laughed at memes asking how our friends afford their lifestyle or looking fabulous while my bank account is $5. It’s this mass attitude towards spending, as well as Instagram metrics, that feed into millennials’ obsession with luxury-deemed products.

But similar to many things on Instagram, it’s all about perception, not something tangible like money or actually having a lot of wealth.

While you may be wondering whether affordable luxury will replace high-end, it’s not likely as the two have seemingly branched off into different sub-categories. According to Forbes, labels formed before the consumer shift and that still tout a lot of weight with their name can be called “absolute luxury.”

There will always be buyers of extreme wealth, not to mention countries where luxury is a way of life and owning designer is still very much a status symbol.

 

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On the flip side, “affordable luxury” are brands that are made and meant to be more accessible to the masses, yet still carry an air of value. The best way to look at it is on a relative scale. Affordable luxury, while much cheaper than high-end designer, still falls into a price point that is at the top of its category.

This means that people like you and I (somewhere in the middle of the market) can afford it without having to save up for it.

Essentially, when we look at it in those terms, for a millennial who has bills and debt to pay, the brand still has enough value that we feel exclusive in having it, but it won’t break the bank.

Not to mention, these brands almost solely do their advertising on Instagram; probably the best way to sell a lifestyle. Because of this key difference, absolute and affordable categories seem to be able to coincide with each other. Just take a look to the streets or your Instagram feed and you’ll see what I mean.

More and more high-end labels are looking towards street style to stay relevant, meanwhile influencers are pairing expensive with cheap.

It goes with the long standing trickle down theory in retail that is now also the trickle up, and trickle across. Basically it’s trickling everywhere as brands high or low look to each other or the same sources for inspiration.  

 

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So while there will always be a market for absolute luxury goods, more of the masses are opting to go to the affordable route.

In other words, things like expensive handbags will always be coveted. However, consumers now have other options like affordable luxury, or what I’m calling the price-removed revolution. What defines wealth may be becoming a more murky subject, but hey, I’m not mad about it.

Featured Image: Instagram/@mvmtforher

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Until fairly recently, the mattress industry was one with very little disruption. There were a few key retailers in the mattress game that had the market cornered.

But then, Casper came along and changed everything with its bed-in-a-box. Shoppers were able to purchase the mattress online and have it shipped straight to their doors, giving them what they needed with convenience and ease.

The award-winning mattress company, which has inspired competitors and copycats with its model, continues to disrupt the industry, too.

Since launching back in 2014, Casper has moved from strictly online to brick and mortar stores.

Casper actually opened a Dreamery in New York — the first of its kind! City dwellers can pay $25 USD for a 45 minute nap session. Each sleeping nook comes equipped with a Casper mattress and pillow. Nappers even receive pyjamas, skincare samples, and coffee after their rest.

And Casper has brought a similar concept to Toronto.

The city’s second Casper store recently opened on Queen St. West.

While Casper’s Queen St. West location isn’t quite the same Dreamery that’s featured in New York, shoppers looking for a quick escape can still book naps in Casper’s nooks — and the naps are completely free! Scheduled in 15 minute intervals, shoppers can book appointments online, or pop into the store to see if a bed is free.

The retail space, which is inspired by the comforts of home, features four miniature homes. Each home is equipped with a Casper bed frame, sheets, pillows, bedside tables, and, of course, a mattress! Curtains add extra privacy for those looking to take a quick snooze, or just try out the mattress before they decide to purchase their own. Dimming lights within the homes offer a full sensory experience.

In addition to the miniature homes, visitors can browse Casper’s expansive collection of home products.

As shoppers walk through the store, they’re taken from day to night with custom murals by local artist Kellen Hatanaka. Adorable miniature beds and sheet sets line the wall opposite the cash desk, and are just a couple of the features that encourage shoppers to touch and feel Casper’s offerings.

Towards the back, shoppers will find a table next to a bin full of pillows that are there for testing. Simply grab one from the bin and test its comfort — it’s as simple as that!

If you like what you touch and see, you can purchase the item right in store, walk away with it then, or have it shipped to your home. The choice is yours!

Casper’s first Toronto location opened at Sherway Gardens earlier this year.

The stores are the first of many. Casper plans to open 200 North American stores in the next three years, with British Columbia, Alberta, Ontario, and Quebec high on the priority list.

If you want to visit a Casper store for yourself, you can visit the new store at 342 Queen St. West, or at Sherway Gardens (on the main level at the Centre Court).

Take a peek at some more pictures of Casper Queen St. West below.

Images by Amanda Phuong. Featured image courtesy of Casper.

Even though we’re only halfway through 2018, Toronto has already seen some amazing and unique brands opening their doors across the city. From international retailers to local companies, we’ve put together a list of the top 2018 Toronto store openings we’re most excited for. Check them out below and stay tuned for more!

Laline

A couple of weeks ago, Israel’s leading beauty brand opened its first Canadian store at CF Sherway Gardens. The cosmetics and lifestyle retailer offers a selection of items for the body, bath products, perfumes, skincare, makeup, nail polish, and aromatic ambiance products for the home. Throughout the years Laline has been leading the category of cosmetic and beauty products that nurture both body and soul.

Consonant Skincare

One of our favourite brands, Consonant Skincare has just opened its flagship store on Queen West. The brand offers 100% natural, clinically proven products. According to Bill Baker, founder and president of Consonant Skincare, the store acts as a hub and gathering place to support customers that are looking to achieve a holistic and healthy lifestyle.

Nordstrom Rack

Arguably the biggest store opening of 2018! Nordstrom Rack offers customers a wide selection of on-trend women’s, men’s and kids’ fashion from many of the top brands sold at Nordstrom stores at everyday savings of up to 70% off, including Ted Baker London, Kate Spade New York, Theory, Bobbi Brown and more. The first Nordstrom Rack successfully opened at Vaughan Mills on March 22 to a line of more than 500 customers.

Levi’s® Flagship

The epitome of classic American style and effortless cool opened their first branch of Levi’s® Store in CF Toronto’s Eaton Centre last month. The Canadian flagship store is exclusively offering Levi’s Authorized Vintage for the first time in Canada. The 5,300 square foot store focuses on customer experience, with tech-supported touchpoints such as call buttons in the fitting rooms to directly request other sizes and assistance. The most amazing part is that the store features a tailor shop where you can customize and alter your favourite denim products. 

Chloé

Paris-based women’s luxury brand Chloé opened its first Canadian standalone store in June at Toronto’s premier shopping destination. The new Chloé in Yorkdale is situated between Saint Laurent and Mr. and Mrs. Italy. The new store is around 2,200 square feet along with Chloé’s iconic powdery rose beige colour scheme. The boutique is designated as Chloé’s Canadian flagship store and carries the brand’s full ready-to-wear line, leather goods, handbags, footwear and luxury accessories.

ASICS

Located at 364 Queen St. W., the store features two brands in the ASICS family- ASICS and ASICSTIGERTM and offers an innovative and elevated shopping experience. According to the president of this iconic sports performance brand, the flagship store represents the new direction of the brand, offering consumers a brand experience aimed at celebrating movement while offering them the best of our products across both performance and lifestyle.

Sport Chek Kids

In an effort to broaden their consumer offering, Sport Chek has opened its first location dedicated specifically to kids. The new store will be located at Vaughan Mills in the GTA and according to Retail-Insider the new store will span approximately 6,930 square feet. The store will cater to children from infant all the way up to 14, with a goal of creating a one-stop shopping experience for families with active kids.

Casper

One of the most innovative sleep companies in the world opened its first Canadian retail space in May 2018 at Toronto’s CF Sherway Gardens. The first Casper Sleep Shop features 4 miniature sleeping areas, all inspired by the comforts of home. In these areas, visitors can experience what it feels like to sleep on one of the most comfortable mattresses in the world.

William Ashley

The store, which currently carries more than 200 prestigious kitchenware brands, was created by DesignAgency and features two shining stories in the Colonnade heritage building. The new location will surprise its visitors with 23 foot high ceilings and dazzling architectural features.

Miniso

China-based “Japanese lifestyle brand,” Miniso has opened its store in downtown Toronto and Torontonians are definitely excited about it. Anyone who loves discounts and deals will be a big fan of this store. Miniso, seen as a Dollarama competitor, sells kitchenware, cosmetics, notebooks, home decor, electronics and a lot more. Most of these sell for around $2.99 to $5.

Did we miss any of 2018 Toronto store openings? Let us know in the comment section below.

With sky-high rents and living expenses in the city, making your house a home isn’t always easy — and making over an entire space at once isn’t always financially feasible.

When it came to redecorating my place — which, thanks to limited windows and poor lighting, felt small, dark and dreary — I decided to take a slow and steady approach. Instead of splurging on big ticket items like a couch, TV stand and a coffee table all at once, I patiently waited for steals on my ‘dream’ pieces to build my perfect living quarters.

With that being said, it’s important to remember that if you’re redecorating a place on a budget, not everything needs to be shiny and new. By taking advantage of Facebook groups like Bunz Home Decor Trading Zone and my neighbourhood buy and sell, I was able to purchase normally pricey pieces for less than retail. You can also find different steals and deals on decor and more at retailers across the city (re: our top 10 favourite places for affordable and trendy furniture).

Here are 6 items that I chose to save on:

Decor: These items are easy to save on and you can collect them along your home decor journey. I purchased decorative little trinkets like clocks, lanterns and more from IKEA, and paired them with old magazines and souvenirs from my travels like posters and other knick knacks.

Bed Frame & Headboard: Instead of buying a fancy bed frame, I purchased a basic steel one for about $80. While I bought mine new, you can find used ones for less on sites like Kijiji and Craigslist. To jazz up an otherwise boring bed setup, I created my own simple headboard using these DIY instructions, though Pinterest has tons of DIY inspiration that’ll save you a couple of bucks.

Textiles: When it comes to bed sheets, cushion covers, and decorative throws, it’s best to save. I was able to find the softest sheet set (which included 1 flat sheet, 4 pillow cases and 1 fitted sheet) on Amazon.ca for just $38, and a duvet set (which included 1 duvet cover and 2 pillow cases) at H&M Home for $39.99.

If you’re looking for a simple way to switch up your living room’s look, try swapping out your cushion covers. H&M Home has a variety of covers in different sizes, textures and designs. I purchased velvet covers for just $12.99 each, and H&M’s selection is all priced at $49.99 and less.

Faux fur throws add texture and luxe to otherwise boring spaces — I like to use them on chairs, my couch, and even my bed. These faux fur throws are a great find, and you can typically score them at Marshalls, Winners and HomeSense for between $29.99 and $39.99.

Couch and seating: While some say a couch is worth the splurge, I say save on this piece of furniture — especially if you aren’t living in your forever home, yet. I was lucky enough to inherit my couch from my partner’s parents, but I often see deals in my neighbourhood’s Facebook buy and sell group from condo dwellers who are moving constantly. Just be sure to check the couch for flaws (and dreaded bed bugs) before you hand over the cash, and that you have affordable means to transport it. Because the space is small, I opted for two Eiffel chairs instead of a loveseat sofa. The chairs, which are reminiscent of Eames, were just $49 each from Structube. Along with Structube, retailers like IKEA and Small Space Plus are good spots to scope out for affordable apartment-friendly furniture on offer.

Coffee Tables: After much deliberation, I decided to wait for a good deal to pop-up before I replaced my basic IKEA coffee table. I was lucky enough to score a major deal on these West Elm marble coffee tables (which regularly retail for $279) for just $40 each from a Facebook friend who was looking to move them quickly. Facebook friends and buy and sell groups are treasure troves for home buys — you just have to keep your eyes open.

Rug: While you could opt to spend $300+ on a rug for your space, I chose to save on mine. For just $200, I was able to find a faux cowhide rug at HomeSense that really warmed up the place — but other than the price, what I especially love about my synthetic rug is that though the colour is light, it is almost indestructible. Mud, spaghetti sauce and red wine have all come off with ease.

Depending on the style you’re looking for, places like HomeSense, Marshalls, Winners, IKEA, and even Walmart and Costco have deals for under the $300 mark.

Here are 5 items that I chose to splurge on:

Light Fixtures: Another way to instantly change the vibe of a room is to purchase new light fixtures. But with that being said, finding cheap light fixtures isn’t always easy, which is why I chose to splurge at Home Depot, where light fixtures average between $100 and $600.

TV Stand: To match my clean white theme, I decided to splurge on a brand new TV stand. Sticking to lower budget, I was able to score this one from IKEA for $249, which is well worth the price — my last IKEA media stand lasted me 7 years, and has since been passed down to a friend. Again, if you’re looking to save on this purchase, keep an eye on Facebook buy and sell groups, and resale websites like Kijiji and Craigslist.

Mattress and Pillow: I once heard that you should always pay good money for anything that keeps you separated from the ground, including shoes and mattresses, and I’ve lived by that rule ever since. A good sleep is essential for quality life, and for something that you spend 8 hours (more or less — we’re not judging) on, a splurge is well worth it. Casper was a natural go-to for me; I live in a tight space and manoeuvring a mattress in full form would not have been pretty. Luckily, the mattress is delivered straight to your home within days of ordering, vacuum sealed in a neat package. While the company (which was voted one of the best inventions of 2015) offers 100 days to test and try, I won’t be returning the mattress ($1075 for a full) anytime soon. Built with memory foam and a springy top layer, the mattress is soft, yet firm at the same time. Add on two pillows, which in my opinion are worth the $80 price tag, and you’ll be a regular sleeping beauty.

Dresser & Night Stand Table: With limited closet space, purchasing a dresser and night stand table was a must for my apartment. While I say I splurged on these items, neither broke the bank. I went to the trustiest source for affordable furniture: IKEA. My basic dresser was $119 and my night stand was just $69.99, but once more, you can find these items for much less by purchasing second hand.

Diffuser: I am absolutely obsessed with my Sage Wellness diffuser, which enhances the atmosphere with relaxing scent and acts as accent decor. At about $110 for the actual diffuser and $44 for a set of scents, it’s a bit of a splurge, but well worth it. Alternatively, you can find cheaper diffusers at stores like HomeSense, Winners and Marshalls.

What other items should you splurge and save on in your home? Sound off in the comment section.

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Casper, the sleep company that introduced its outrageously comfortable mattress in Canada in 2014, today announces the launch of a multi-province retail fleet and its first Canadian headquarters.

The expansion is actually good for Canada, because, not only will Casper’s products be more accessible to Canadian consumers, Casper will also begin manufacturing its sleep products in Canada, and aims to create more than 75 new jobs across the country.

One of Casper’s recently launched U.S. retail locations

“Over the past three years, Casper has built a loyal customer base in Canada and we’ve seen the demand to experience our products in person grow exponentially,” said Nicole Tapscott, Senior Director and General Manager, Casper Canada. “Putting down permanent roots with our fleet of retail stores and a headquarters in Toronto will allow us to engage with customers on a local level, as well as tap into Canada’s impressive talent base.”

In addition to their own internal retail concepts, Casper has also recently announced a partnership with Indigo, reaching even more customers where they are most comfortable.

In Canada and the United States, online shopping is growing at a faster rate than brick and mortar retail sales, and brands who fail to adapt are suffering. Shopping online is easier, cheaper, and more comfortable, while the accessibility of information, choice and availability can make getting what you want online much more simple than in store. According to the Toronto Star, online sales in Canada are growing at a rate of 15% per year compared to 3% for in-store retail sales. The reasons behind this shift to online shopping are complex and varied, but it is safe to assume that the increasing security, convenience and pervasiveness of e-commerce has altered the retail landscape forever, making an online store a must for any brand that wants to stay competitive.  

However, traditional retail isn’t doomed and more online shopping doesn’t spell the immediate death of the physical storefront. Even online-first brands like Casper, Warby Parker and Frank & Oak see the benefits of brick and mortar, because they recognize there will always be consumers who want to be able to physically see, touch, try and/or hold the product they’re about to purchase. Brands need both because these two channels serve different purposes. While brick and mortar spaces allow for the physical interactions with products, people and space, online stores are a better, more efficient way for customers to actually buy the things they want and need.

The #CasperCottage pop-up shop in Toronto (Image: Instagram/@Casper)

This should be seen as an exciting opportunity for retailers to elevate the use of their physical spaces for purposes that go beyond basic business transactions. If the act of moving inventory and taking money can be done better online, then that is where those activities should take place. Physical stores should be used for creating spaces that don’t just provide a good or service, but allow consumers to engage with the brand on a deeper and more emotional level. The use of physical space should then be optimized to strengthen the organization’s brand, increase customer loyalty and develop a two way customer-brand relationship.  

One of the few brands in Canada that is doing this well is Nike. They operated the Nike Running Club out of the Toronto Nike Loft, a “loft and chill out space” situated in downtown Toronto. Although the space was also used to test and promote new products, the primary intention for was to create a gathering place for runners. This space was not used to directly sell products but to incorporate a social aspect into running; to keep runners accountable and motivated, and to create a Nike branded support system to help them reach and surpass their athletic goals. Although they removed the business transaction from the customer-brand relationship, Nike used the space to create a community around Nike’s brand to promote several of the values tied to brand identity.

Nike Run Club (Image: Instagram/@NikeToronto)

In early 2017, Nike redesigned the loft to shift away from runners and engage with a more style focused customer segment. The space now showcases the myriad of ways in which you can customize your sneakers using NikeID (an online sneaker customization engine), offers “SNKR Services” which can winterize your sneakers (very important in Toronto) as well as a few areas to relax and hang out. Although the space is no longer as community oriented as it once was — Nike still offers free workouts across the city — this is not exactly a store where one goes to make a purchase. The loft is still very much a space that is reflective of the NikeID brand, allowing customer to explore and interact with the brand, and become familiar with its value proposition.

More and more of the stuff we buy is going to be bought and sold online, and as the technology and attitudes around e-commerce change this trend will only increase. Physical stores are no longer the only place where customers can buy the things they want and need, and this should be seen as an opportunity for brands to get creative with how they use their physical space.

How brands do this will vary brand to brand because the uses should be a reflection of the unique values that a given brand represents. But it’s safe to say that we’ll see business transactions take a secondary role in physical stores which will be used to develop stronger relationships with customers and build greater meaning behind brand purpose, values and identity.

Do you think retail stores are changing for the better? Share your opinion in the comment section!

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By now, you’ve probably heard about the mattress company that’s turning the industry on its head. The company was named one of the top inventions by TIME and one of Fast Company’s most innovative companies in the world. Since launching in 2014, they have sold over $100 million in mattresses across North America.

It’s safe to say that Casper has simplified the way we buy mattresses by delivering them in a neat little package straight to our homes. Say goodbye to struggling to get too-big mattresses into our bedrooms and hello to cushy memory foam-latex beds. Oh, and did we mention they’ve got some major celebrity clout, too? Casper is backed by Leonardo DiCaprio, Ashton Kutcher, Adam Levine and Tobey Maguire.

And while the purchasing process for Casper mattresses is already pretty simple, especially with a 100-day full-money back return policy, the good people at Casper are giving hesitant Torontonians the opportunity to test the mattresses out IRL.

Inside West Elm Liberty Village (Image: Amanda Phuong)

They’ve recently partnered with West Elm in Liberty Village to sell their mattresses in-store, a first in Canada for Casper. The mattresses are available in sizes twin ($725) to California king ($1275), and mattress foundations will soon be available in-store as well. The cash-and-carry concept has been available in West Elm stores across America since last summer and has seen major success.

Online, alongside the mattresses, Casper also sells a line of dog beds, sheets, and pillows.

If you haven’t had the chance to check out a Casper mattress yet, head to the West Elm in Liberty Village to check them out or book a bed at the Thompson Hotel for Casper’s sleep-in JUNOS viewing party, complete with complimentary drinks and apps! Reserve your bed here.

Have you tried Casper yet? What do you think? Let us know in the comment section below.

Featured Image: Instagram/@Casper

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