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A fish named Fred introduces reverse heritage marketing concept

With its series ‘The Lost Tapes’, A fish named Fred is launching an innovative marketing strategy called reverse heritage marketing. The concept was developed by founder and brand builder Rob Schalker. It creates an artificial yet credible history instead of drawing on existing nostalgia. This is a creative form of "fashiontainment". The project...

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Gap to venture further into entertainment with new dedicated exec

Gap is set to expand its presence in the entertainment industry. The US apparel giant has appointed Pam Kaufman to the newly created role of executive vice president, chief entertainment officer. In the position, Kaufman, who will report to Gap president and CEO, Richard Dickson, has been tasked with leading the development of the company’s ‘...

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Fashion |Opinion

Are luxury brands returning to designer expertise?

In a not unexpected announcement by Givenchy, the LVMH-operated brand finally confirmed its new creative director after an uncharacteristically protracted search. The appointment of Sarah Burton, following the departure of Matthew Williams, signals a potentially transformative moment not just for the brand, but for the industry at large. The...