Marketing news and archive

Fashion shifts away from hype as consumers demand authenticity

Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...

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Fashion

Under new direction: SS26 sets new standards on social media

The true success of a designer's debut can often only be measured in the third season, once the first collection has arrived in boutiques. However, subtle signs can be detected beforehand, indicating whether a fashion house has captured the zeitgeist with its choice of a new creative director. Rarely has the anticipation been as high as it was...

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Business

AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey

Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...

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Business

Why retail’s future depends on loyalty, not discounts

Black Friday and its many global offshoots are no longer the shopping phenomena they once were. Participation remains high, but enthusiasm is fading. According to new YouGov data, 35 percent of British consumers say they are less interested in mega sales than they were a few years ago. The reasons are telling: 63 percent cite misleading...

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Business

Better Cotton Initiative rebrands and introduces new traceability label

The Better Cotton Initiative (BCI) marked World Cotton Day with a comprehensive rebrand and the launch of a new traceability label, underscoring the organisation’s efforts to enhance transparency and accountability across the cotton supply chain. The move includes a redesigned logo, website, and the reinstatement of its original full name, fter...

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Business|In-depth

Does sustainability actually sell? The complex reality behind consumer behavior

Sustainability remains a key component for many consumers when considering a new purchase - until it is time to make the sale, that is. The ongoing gap between what consumers say they want and what they actually want and do with it could be hindering the uptake of sustainable practices - but is it truly up to the consumers? Sustainability and...

Fashion

Why Lacoste is replacing its crocodile with a goat

Lacoste's iconic crocodile has been replaced by a goat. This transformation, however, is only for a capsule collection dedicated to one of its main ambassadors: tennis player Novak Djokovic, sometimes nicknamed the "goat" by fans and the media. Lacoste celebrates Novak Djokovic Lacoste's choice of a goat to replace the crocodile stems from the...

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Business|Marketing

Selling the vibe: Why fashion brands need more than just product

In the last decade, the currency of fashion has moved decisively beyond fabric and form. Value now resides in broader social, cultural and environmental significance. A pair of jeans is never just a denim garment; it stands as an emblem of creativity, community and lifestyle values. Every garment is a transaction of meaning: the buyer aligns...

Retail

American Eagle store traffic falls amid backlash over Sydney Sweeney ad

In-store visits for American Eagle are reported to have fallen last week after the brand became embroiled in backlash over a campaign featuring actress Sydney Sweeney. According to data collected by Pass_by, store visits across the US dropped 3.9 percent year-over-year for the week ended August 2. Impact was most prominent in the south, where...

Fashion

Debenhams Group taps Pinterest for brand awareness campaign

Debenhams Group – formerly Boohoo Group – has turned to image-centric social media platform Pinterest for a new marketing strategy aimed at building brand awareness and boosting customer growth. In what is said to be the first Pinterest campaign launched by a “group brand” in the UK, Debenhams will work with the platform on repositioning the...

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Retail|ANALYSIS

Summer in Saint-Tropez: When the fashion industry makes the Gulf go round

An idyllic setting, the Mediterranean glistening under the summer sun, and an unparalleled vibrancy enliven the narrow streets of the village. Every year, Saint-Tropez is not content with simply being a dream destination. It transforms into an experiential incubator for the biggest luxury houses. This summer vibrancy also raises questions. How...

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Fashion

G2 and Smiley tap into Gen Z’s gaming-fashion nexus with collab

In an era where digital identity holds as much sway as physical presence, esports giant G2 Esports and the iconic pop symbol Smiley have joined forces to launch a limited-edition capsule collection targeting a generation where gaming and fashion increasingly overlap. The collaboration marks a first for Smiley, both in the esports space and in...