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Webrooming is Driving Canadian Customers Back to Stores

GfK’s FutureBuy® study reveals Canadian shoppers making their final purchasing decision in-store, armed with information gathered online.

By Chris Thorne

This year, while the industry cast a spotlight on showrooming as a major threat to the retail store, it seems a different story has been unfolding on the actual shop floor. 

Results from our FutureBuy® study reveal Canadians are embracing webrooming — the practice of researching products online and completing the purchase in store. Four in ten (40%) Canadian smartphone users reported doing so in the past six months, compared to showrooming behaviour, which only registered at 15%. 

This is the first year we have included Canada in FutureBuy®, one of the largest global studies on shopping attitudes and behaviour, spanning 17 countries and 15 categories. The Canadian results shed light on the evolving consumer behaviour, and come at a time when the local retail industry is forced to re-evaluate its position with increased competition from international players. 

No doubt, the shopping experience has been made even more complex with the availability of information online. Our study has revealed shopping influences have expanded beyond past experience with a brand or retailer (54%) and word-of-mouth from family and friends (30%), to include influencers or what we call “leading edge consumers” (10%). 

Further enabling the webrooming trend is the increased adoption of mobile technology. Consumers now have the power at their fingertips to access information about almost any product, research purchases on the go, and receive the instant gratification of walking out of a store with a purchase. In fact, half the respondents cited being able to get the products sooner as a top reason for making their final purchase in store, after doing their pre-shopping research online. 

The webrooming trend shows shopping will continue to involve a tactile interaction with merchandise in store. Understanding how consumers use the Internet to make those purchasing decisions is critical. Knowing what kind of information your potential customers are searching for on multiple devices, finding the right influencers who can advocate your product, and harnessing the convenience offered by mobile technology, are all important insights for retailers to remain relevant and competitive in the future.

Chris Thorne is Vice President of GfK Canada. (Chris.Thorne@gfk.com)

About GfK: GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

How Becoming Eco-Friendly Can Benefit Canadian Retailers [Infographic]

The following infographic by Quebec-based SMS Store Traffic (www.storetraffic.com) describes the benefits to making retail more eco-friendly, including increased profitability. 

How Becoming Eco-Friendly Can Benefit Canadian Retailers [Infographic]
How Becoming Eco-Friendly Can Benefit Canadian Retailers [Infographic]

Macy’s Won’t Come to Canada, Despite Recent Press [With Video]

Macy's (PHOTO: PATRICKSMERCY, FLICKR)

The founder of a prominent commercial real estate company says that Macy‘s is likely coming to Canada, and that Nordstrom could open in downtown Edmonton. This gained considerable media attention and as a result, we received numerous emails and phone calls. The following is our comment and analysis, including a video clip from CTV news featuring Retail Insider’s Editor-in-Chief, Craig Patterson. 

On Wednesday morning, Chuck Clubine, founding partner of Edmonton-based The Trikon Group, appeared on CTV Morning Live. During that broadcast, Mr. Clubine revealed that he believes Macy’s will open its first Canadian store at West Edmonton Mall, and that Nordstrom would open in downtown Edmonton. Specifically, he said that he had heard from “pretty good sources” that “luxury retailer” Macy’s would open in West Edmonton Mall, in an expansion wing beside the mall’s popular World Waterpark. Mr. Clubine then went on to say that Nordstrom could open in downtown Edmonton, either in the new Arena District, or in the retail podium of the new Kelly Ramsey Building

Last month, West Edmonton Mall owner David Ghermezian told the Edmonton Journal that the mall is planning an expansion wing that will extend from entrance 50 southward towards 87th Avenue. Mr. Ghermezian said that he wants a luxury department store to anchor this expansion and as far as we’re aware, no anchor tenant has signed a lease for this proposed space. 

Last year, Macy’s CEO Terry J. Lundgren said that Macy’s didn’t have plans to open in Canada. Following Mr. Clubine’s comments on Wednesday, Macy’s told CTV news that it has no plans to open in Canada, and that “Canada is not part of our thought process“. This shouldn’t come as a surprise – Canadian department store Hudson’s Bay is considered to be quite similar to Macy’s, serving the Canadian market with about 90 stores. Macy’s would face considerable competition from Hudson’s Bay, and the Canadian retailer has significant advantages including established distribution networks, exceptional store locations, and agreements with many of the same brands carried at Macy’s. Macy’s would also face an uphill battle securing appropriate Canadian retail space – even if it were to buy Sears Canada, for example, most of Sears’ best stores have already been divested. Watching the challenges and resultant losses experienced by Target‘s entry into Canada, Macy’s may be best to hold off on any potential Canadian expansion plans.

EDMONTON’S ARENA DISTRICT WILL FEATURE SOME RETAIL, THOUGH LIKELY NOT ENOUGH TO ATTRACT NORDSTROM. PHOTO: EDMONTON JOURNAL.

Mr. Clubine’s assertion that Nordstrom could open in downtown Edmonton is generally misguided. His speculation that Nordstrom could locate in the city’s Arena District is an interesting theory, especially as its retail component is expected to only occupy approximately 215,000 square feet. Given that even a smaller Nordstrom location would measure at least 125,000 square feet, there would be little room for the necessary complimentary tenant mix to warrant Nordstrom locating downtown. Not to mention, pedestrian traffic downtown is limited and despite redevelopment efforts in Edmonton’s core, Nordstrom is likely to choose a successful suburban shopping centre when it enters the Edmonton market. 

Online Retailer Frank & Oak to Open Brick-and-Mortar Canadian Flagships

Popular online menswear retailer Frank & Oak will open brick-and-mortar stores across Canada, according to sources familiar with the company. Its second store will open next week in a trendy Toronto shopping area, and other locations are also said to be in the works. Until now, the Montreal-based retailer has sold online, in pop-up shops, and in its Montreal bricks-and-mortar location.  

Frank & Oak’s Canadian flagship will located at 735 Queen Street West in Toronto, according to a press release, and is scheduled to open on November 13th. The store will measure about 2,600 square feet, and will carry Frank & Oak’s monthly menswear collections and special capsule collections, as well as host a variety of community-oriented events. Besides clothing, the Toronto location will also boast an in-house café (featuring Portland-based Stumptown Coffee Roastersand a full service barbershop. 

The company’s first brick-and-mortar location opened last year 160 Rue Saint Viateur Est #613, in Montréal. Known as the Atelier, the Montreal shop is dubbed a “store and community space”. There’s an on-site Café Névé, and the Atelier also boasts resident barbers.

Sources say that another Frank & Oak location could be in the works for a Powell Street address in Vancouver’s Gastown area, though the company won’t confirm these details. Other Canadian cities are also being considered, and an Ottawa location is already advertising a store manager position. The company’s brick-and-mortar expansion comes partly from a recent $15 million from investors. About 70% of Frank & Oak’s revenue comes from the United States, so free-standing American locations could also follow.

Frank & Oak continues to push to stay original by promoting its brand with its own magazine interface, using online video trailers to announce new products, and personalizing hand written notes in each order. 

“We’re thrilled to be opening our flagship location in the vibrant city of Toronto,” explained Frank & Oak co-founder and CEO Ethan Song. “It’s rooted in everything we stand for—culture, a sense of community, and entrepreneurship—and we are passionate about developing this local approach in the context of the digital world.”

“We’ve always been focused on offering a simple and seamless customer experience,” noted Song, “and this storefront further contributes to our vision of being an advisor to our customers.”

Frank & Oak launched its online business in 2012. It quickly gained notoriety because of its use of vertical integration and technology. By centralizing design, distribution, and the personalization process, Frank & Oak creates a unique shopping experience based on value for quality. The menswear retailer focuses on ‘fast fashion’, and each month offers new basic pieces at a moderate price point of under $50. This affordability allows millennials, the brand’s target market, easier access to the product. As more and more men are utilizing technology in the digital era, so it comes as no surprise that 15% of Frank & Oak’s sales are comprised from their mobile app. About 40% of millennial men are shopping online, spending twice as much on clothing than any other age cohort. This contributes to menswear sales growing 8% over the last year to $8 billion dollars worldwide. 

In 2013, Frank & Oak sold 700,000 items of clothing, placing over 35,000 orders each month. As a result, it added 1.1 million members to its personalized VIP ‘HuntClub’. Members may chose up to three items to be shipped to their door every month and if not satisfied, may ship them back free of charge. 

Harry Rosen Opens Impressive Ottawa Flagship

Upscale menswear retailer Harry Rosen‘s new Rideau Centre flagship is now open, complete with a first for the company — a stand-alone footwear shop with its own entrance. The new store features a unique exterior and modern, bright interiors, showcasing an expanded assortment of luxury designers. The 17,000 square foot store replaces an adjacent location which was about half its size. 

Its storefront features a houndstooth pattern, created by artisans who layered the glass to create a 3-dimensional appearance. It’s lit with more than 2,000 LED lights.

The  stand-alone footwear department, called The Shoe Shop, features a wide variety of upscale footwear designers, including the likes of Prada, Salvatore Ferragamo, Canali, To Boot New York, Tod’s and others.

The bright new men’s store features an expanded selection of menswear brands including Polo Ralph Lauren, Armani Collezioni, John Varvatos, Etro and others. It features shops-in-stores for Ermenegildo Zegna and men’s jewelry collection, Tateossian. The store’s tailored clothing department features rich and warm colours, housing an impressive selection of suits and sports jackets by Canali, BOSS, the made-in-Canada JP Tilford by Samuelsohn, and more. 

The store also boasts a fully staffed, state-of-the-art tailor shop. A private, club-like setting serves as the destination for made-to-measure consultations.

“We’re thrilled to bring a true flagship store experience to Ottawa,” says Larry Rosen, CEO, Harry Rosen Inc. “It’s a showcase of our latest thinking in store design.”

The expanded Ottawa store is now one of Harry Rosen’s largest locations. Rosen’s Toronto flagship measures a whopping 55,000 square feet, making it one of the world’s largest premium menswear stores. The company is spending over $100 million expanding and renovating its entire fleet of stores. It will completely overhaul its Downtown Montreal and Vancouver locations, for example. Its Montreal store will grow to become the company’s second-largest, rivalling the world’s best men’s stores. Its Vancouver store, the second-highest selling in the chain, will be completely renovated and reconfiguredIn total, Harry Rosen has 16 Canadian store locations as well as one outlet store in Mississauga. A second outlet store opens soon at Toronto’s Vaughan Mills. 

Ottawa’s Rideau Centre is undertaking a massive expansion which will eventually include new retail anchored by a 105,000 square foot La Maison Simons store and a 157,000 square foot Nordstrom store. Nordstrom is scheduled to open on March 6, 2015, next door to Harry Rosen. Simons will open in August of 2016. 

Although Harry Rosen will see increased competition from the likes of Nordstrom and Simons, Rosen’s exceptional product selection and customer service will set it apart. The company spends more on staff training than any retailer in the country, according to CEO Larry Rosen, and its designer product selection will surpass that of any Ottawa retailer. 

All photos: Harry Rosen Inc.

List of H&M Stores to Carry Alexander Wang Collaboration in Canada

PHOTO: WWW.ELLE.BE

The following is a list of Canadian H&M stores which will carry the Alexander Wang for H&M collaboration. Only four Canadian cities will carry it, in a total of seven stores. The collection launches worldwide on the morning of Thursday, November 6th. 

Alexander Wang is the latest popular designer to collaborate with Swedish fast-fashion retailer H&M. Not only does the 30 year old New York City-based designer have his own namesake fashion lines (Alexander Wang and T by Alexander Wang), he’s also the Creative Director for French luxury brand Balenciaga. Wang is the first American fashion designer to collaborate with H&M. 

The Alexander Wang for H&M collection features men’s and women’s fashions (clothing, footwear, accessories) which are mostly black and grey. Prices are considerably lower than those of Wang’s namesake fashion collections. The entire collaboration can be viewed here

PHOTO: NITROLICIOUS.COM

The following Canadian H&M locations will carry the Alexander Wang collection: 

Toronto: 

  • Toronto Eaton Centre
  • 15 Bloor Street West  
  • Yorkdale Shopping Centre

Montreal: 

  • 1100 Saint Catherine Street West

Calgary: 

  • The CORE 

Vancouver

  • Pacific Centre
  • Metropolis at Metrotown

We researched which American H&M locations will carry Alexander Wang for H&M. Interestingly, only two Chicago locations will feature the collaboration, both centrally located. The same goes for San Francisco and Boston, while cities such as Dallas, Houston, Honolulu and Las Vegas feature only one H&M collaboration location. Five Los Angeles-area H&M locations will feature the collection, while New York City boasts numerous locations, as would be expected. You can view the collection’s international availability at this link

 

Upscale French Menswear Brand Loding Opens 2nd Canadian Location

Upscale French menswear brand Loding has opened its second Canadian location at Toronto’s First Canadian Place. The 800 square foot boutique is the latest location for the brand which, according to a source at the company, could eventually open stores across the continent. 

Loding’s two North American locations are both in Toronto. Its first location opened in February of 2014 at 133 Avenue Road in Toronto’s upscale Yorkville area. The 1,100 square foot boutique’s success prompted its franchisee to open a second Toronto location.  A representative indicates that a Montreal location could be in the works, as well as locations in other Canadian cities as opportunities arise. The franchisee owns Loding’s rights for all of North America, with plans to eventually expand into the United States as well. 

Loding’s First Canadian Place store features the brand’s new, modern black-and-white aesthetic with leather accents. Loding Stores typically feature interiors accented with yellow and green. Located in the heart of Toronto’s Financial District, the new store is located on the mall’s PATH level, next to an entrance to the Exchange Tower.

The store’s grand opening, held last week, was attended by LXRY.ca founder and Editor-in-Chief, Steve Dolson. “It’s really great to see Loding expanding into it’s second store in Toronto. Their shoes  and shirts are each one price, so this is great for young professional men to plan out their budgets and get something of quality,” said Mr. Dolson. “Loding is a perfect way to impress your boss or make a great impression on your future father-in-law.”

Founded in 1998 in Paris, Loding has grown to over 70 stores worldwide. It features men’s shoes, shirts, ties, belts and other accessories, as well as shoe care. The store is unique in how it prices its products: the company doesn’t participate in promotions or sales/discounts, so prices in the store will be the same year-round. The company also practices the idea of ‘one price by type of article’. 

 

Sephora Opens Largest Canadian Location on Vancouver’s Robson Street

SEPHORA GRAND OPENING. PHOTO BY BOYS'CO, VIA TWITTER.

Canada’s largest location for French cosmetics retailer Sephora has opened on Vancouver’s Robson Street. The two-level store is now considered to be the retailer’s Canadian flagship. It features several Canadian exclusives, as well as a first in the world for Sephora – a unique skin care studio concept. 

Located at 1045 Robson Street, Vancouver’s Sephora flagship measures about 9,500 square feet, including about 8,600 square feet of retail space. Sephora’s Pacific Centre location, as a comparison, measures 5,935 square feet.

PHOTO: SEPHORA.

The world’s first VIP Rouge studio, located on the store’s 2nd floor mezzanine, allows ‘Sephora Beauty Insider’ Rouge clients free access to beauty and skin care studio services in a separate, private space. 

VIP ROUGE STUDIO. PHOTO: SEPHORA.

Sephora Robson Street features more than 200 colour, skincare, fragrance and haircare brands, including services only available at this store. Canadian brand exclusives include Chloe, D&G, Ole Henrickson, Marc Jacobs Beauty, Bare Minerals, Fresh, Kat Von D Beauty, Glamglow, Hourglass, Boscia, Atelier Cologne and more. First-to-market services include a cologne engraving machine, a Benefit Brow Bar, a Bumble and bumble Hair Studio, and Sephora Skincare studio. 

DANCING LIPSTICK DISPENSERS AT SEPHORA ROBSON STREET’S GRAND OPENING. PHOTO: ROBSON STREET BIA, VIA TWITTER.

At its media launch on Thursday, October 30, invitation-only guests were given a postcard of services and were encouraged to visit various store displays and have their cards punched. Upon departure all received a swag bag with full size products, samples and special coupons within a re-usable Sephora branded bag and a chic Vancouver-themed Sephora umbrella.

SUPERMODEL COCO ROCHA AT THE OPENING. PHOTO: SEPHORA.

Canadian supermodel Coco Rocha was a surprise special guest. Rocha was in Vancouver to release her first book ‘The Study of Pose’ at Holt Renfrew on Granville Street. The book is an exploration into the human form that features 26 year old Rocha in 1000 unique poses shot by photographer Steven Sebring.

PHOTO: SEPHORA

“We are very excited for the official opening of Sephora – it has been long awaited. The store itself is beautiful and well thought out. It will be a spectacular addition to the street,” said Teri Smith, Executive Director of the Robson Street Business Association, a week prior to the store’s opening. 

Sephora’s first Canadian location opened in 2004 at the Toronto Eaton Centre. The original 5,200 square foot location was replaced in November of 2012, creating a store in excess of 8,900 square feet. 

FASHION INSIDER HELEN SIWAK (LEFT) WITH STYLEBYDONA OF DONNAROSESTYLES.COM.

Sephora is a Paris-based chain of cosmetics stores. It was founded in 1970 and purchased by the LVMH conglomerate in 1997. It has locations worldwide and opened its first North American store in New York City in 1998. It carries over 100 brands as well as its own private label products and includes makeup, skincare, fragrance, hair care, bath and body products and hair and make-up tools.

Ted Baker Opens Unique 3rd Canadian Location

Popular British fashion brand Ted Baker has opened its third Canadian location at the Toronto Eaton Centre. The unique store reflects the layout of a British shopping arcade, complete with an umbrella shop, watchmaker, optician, jeweller, perfumery and tea shop. Company officials won’t openly comment on Ted Baker’s further expansion into the rest of Canada, though we’re told that the retailer has spoken to several landlords about possibly opening stores in other Canadian cities. 

Ted Baker’s new Toronto Eaton Centre location replaces womenswear retailer Melanie Lyne in a 3,800 square foot space, next to Harry Rosen on the mall’s top level. Ted Baker joins an increasingly upscale tenant mix in the mall which, in 2016, will add two new luxury anchors — a 150,000 square foot Saks Fifth Avenue within Hudson’s Bay, and a 213,000 square foot Nordstrom in part of the mall’s former Sears space. 

Both men’s and women’s fashions are carried in the new Ted Baker, as are footwear and accessories. The new store’s design is based on a modern interpretation of the ‘Great British Shopping Arcade’ – complementing the gallery design of Toronto Eaton Centre. The store reflects six shops typically found in a traditional British arcade as mentioned above, featuring spray painted steel ceiling trusses in neon pink, taking inspiration from the intricate Victorian steel work in traditional arcades. Areas of fixtures create a modern diamond grid of ‘shops’, making up ‘Baker’s Arcade.’ A series of framed panels of wallpaper, fabric, leather and detailed collections of relevant props define each ‘shop’ area. 

Founder and CEO Ray Kelvin attributes the company’s success in part to its down-to-earth attitude. “I didn’t want to make clothes for wealthy people, and I didn’t want to make clothes to help people with their confidence,” Kelvin recently told the Globe & Mail. “I wanted to make real clothes for real people who really appreciate fashion, and want to enjoy something that they can afford.”

In the United States, Ted Baker has 15 free-standing stores, 25 concessions within Bloomingdale’s stores, and 5 outlet stores.

Ted Baker’s first Canadian location opened in October of 2012 in the newest expansion of Toronto’s Yorkdale Shopping Centre. The roughly 3,200 square foot store is across from the hall from the recently expanded Holt Renfrew store. Ted Baker’s only Canadian outlet store opened in August of 2013 at the Toronto Premium Outlets.

We’ll continue to keep you updated on Ted Baker’s Canadian store expansion. 

 

Champagne Supernovas: Kate Moss, Marc Jacobs, Alexander McQueen, and the ’90s Renegades Who Remade Fashion

Champagne Supernovas: Kate Moss, Marc Jacobs and Alexander McQueen and the ‘90s Renegades Who Remade Fashion

By Ritchie Po

Where were you when we were getting high? – Oasis

That’s the question that was asked on pop radio in 1996, and that’s what people who came of age and in their 20s in the 90s ask today. It was the age when fashion and commerce didn’t just merge into a symbiotic whole – that happened in the 80s – but it was a time when couture and the fashion industry became cool again. It was no longer the territory of the rich, for it became accessible, relatable and fluid across class lines, gender, race and sexual orientation. Couture was informed by, and in turn informed and influenced, art and popular culture. And no three people best embodied the spirit of the age better than Champagne Supernovas: Kate Moss, Marc Jacobs and Alexander McQueen and the ‘90s Renegades Who Remade Fashion, a dynamic new book by New York Post and Vanity Fair writer Maureen Callahan.

Ms. Callahan deftly alternates three biographies without resorting to sensationalism or contemporary Internet shorthand. Marc Jacobs is the one with a tragic past, but whose wealthy background and learned business savvy turned him from a fashion student of the Studio 54 era and the AIDS crisis into one of the most celebrated designer labels. There’s Kate Moss, the plain lower middle-class girl who was imperfect, yet embodied all her features so well that she radiated a preternatural beauty, making her the dream girl of two generations of women. And finally there’s Alexander McQueen, the troubled, brash bad boy who never felt he was good enough and also thought he was better than everyone (he was correct on the latter point), whose self-destructive streak pushed the boundaries of couture and led to his untimely demise. There’s a sharp contrast between the glittering parties and the hard living behind the scenes, and Callahan presents the dichotomy through a combination of hard-hitting journalism and elegantly fluid storytelling. Ms. Callahan is no stranger to exposing the grit behind the glamour: she wrote this searing portrait of high society’s dark underbelly following L’Wren Scott’s suicide.

Not merely a multi-subject biography, Champagne Supernovas also exists as a cultural record of the turbulent recession-era 90s, with an omniscient, wry commentary that recalls Edith Wharton’s narrator in The Age of Innocence. Callahan captures all the vigour and joie de vivre with clear-eyed verisimilitude that can only have come from someone who lived and breathed that time and place. Making cameo appearances in the book are Anna Wintour, Tom Ford, Chloe Sevigny, Sofia Coppola, Naomi Campbell, Isaac Mizrahi, Sonic Youth, Courtney Love and Johnny Depp, amongst others. The difference is that although Wharton’s words drew blood, Callahan records actual bloodletting, both in the decorative manner McQueen favoured in his most experimental collections and in episodes of self-mutilation and suicide.

This book isn’t just about a triumvirate of trailblazers. If these three reached cultural apotheosis or enlightenment like the Buddha, there’s always the bodhisattva who guided them along the way. Ms. Callahan gives due credit and respect to photographer Corinne Day, who snapped the cover of The Face that launched Moss’s career. She paints a vivid portrait of Day as a frustrated former model and photographer always seeking art so viciously, that its true presence often eluded her. As Moss’s fortunes rose and she became a cultural icon, Day faded into obscurity. There’s a bittersweet quality and dignity to her life’s work that Moss comes to honour until Day’s death in 2010.

But Ms. Callahan reserves the book’s greatest pathos for McQueen’s champion, the tragic aristocrat Isabella Blow. A former assistant to Anna Wintour, Blow was known for her iconoclast fashion sense. She was a perpetual fashion week staple whose self-destruction and volatile nature were known in London and New York high society. Never content with her looks, she often hid behind fascinators created by the legendary Philip Treacy (who she discovered and mentored along with McQueen). Blow used fashion and costume to disguise boundless self-loathing. In a way, she was a real-life spin on Thomas Hardy’s Tess of the d’Urbervilles, about a woman who was born with a connection to nobility, but whose life choices led to a harrowing demise. Callahan’s portrait of her poisonous but artistically fruitful friendship with McQueen burns with almost unbearable heartbreak. It is she whose ravaged soul one remembers long after finishing the book.

Champagne Supernovas is not without its moments of wit and joy. Callahan recalls McQueen’s boundary-pushing fashion shows with meticulous detail and unabated rapture, especially his infamous “Highland Rape” and “Voss” collections. The only thing one could do while reading was to look up all his runway shows on YouTube (yes, you can find them all there). Jacobs’s struggles and fierce competitiveness have made him the ultimate capitalist’s dream in the global luxury brand name game. And while words may never fully describe Moss’s incandescent glow and ineffable charm, Callahan comes awfully close without including an entire portfolio with her cover shots. Even Blow gets a witty send off: annoyed at not being recognized by the nurses in the hospital, she retorted loudly, “Google me!” (As Callahan writes, Blow’s sense of humour was the last to go.)

Callahan’s Champagne Supernovas is an unflinching, compulsively readable testimony of tormented and conflicted people who were born into varying circumstances, drawn into and united by a profession that alternately rewarded and punished ingenuity. This is a must-read for Gen X-ers and other cultural aficionados who came of age in the 90s. It is best read with a mix of 90s house music on a loop, chased by a run-through of Pulp’s Different Class album, and finished with the titular song.

Maybe I just want to fly
I want to live I don’t want to die
Maybe I just want to breath
Maybe I just don’t believe
Maybe you’re the same as me
We see things they’ll never see
You and I are gonna live forever

-Oasis, “Live Forever”

Champagne Supernovas: Kate Moss, Marc Jacobs and Alexander McQueen and the ‘90s Renegades Who Remade Fashion is out now