Marketing news and archive

The Do’s and Don’ts of using AI in fashion marketing: Between efficiency and strategy

Buenos Aires – Julián Restrepo, a specialist in storytelling, strategy, and artificial intelligence applied to communication, has built his career around a central idea: connecting creativity, technology, and business to help brands communicate more effectively. His approach is clear: technology alone does not create value unless it is...

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People|ANALYSIS

The Bhavitha Mandava strategy: What Chanel's playbook means for your brand

In the summer of 2024, Bhavitha Mandava was on a Brooklyn subway platform finishing her master's degree at NYU and not looking for a modelling career. That was when a scout noticed her and, within two weeks, Matthieu Blazy – then at Bottega Veneta – had cast her in a show. Eighteen months later, she is Chanel's first Indian House Ambassador. The...

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Fashion

The 4 billion dollar shoe that fashion never wanted: the rise and fall of Allbirds

In 2016, a New Zealand football player-turned-entrepreneur and a biotech engineer launched a wool sneaker on Kickstarter. They hit their 30,000 dollars goal in five days, raised 119,000 dollars in total, and set in motion one of the most instructive brand stories of the decade. This week, Allbirds agreed to sell all of its intellectual property...

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Business

Italian luxury brands stage citywide retail takeover in Manhattan

From April 9 to 11, Manhattan’s luxury corridors will double as a distributed exhibition space. Under the banner “Icons of Italy,” 43 flagship boutiques representing 56 Italian brands spanning fashion, design, jewellery, automotive, yachting, food and wine will host installations and cultural activations aimed at reframing retail as a vehicle...

Top 300 most popular French fashion brands on Instagram

The French edition of the “FashionUnited Top 300 Instagram Index” highlights the enormous digital reach of the country's fashion industry. Brands that perform well with multi-brand retailers also dominate online. This ranking shows that French business-to-business (B2B) labels, from denim to high-end streetwear, have a considerable social media...

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Business

AI moves into fashion’s C-suite

As fashion navigates economic uncertainty and technological disruption, the C-suite is being redrawn. Artificial intelligence is no longer confined to design studios or marketing dashboards, it is now reshaping executive leadership itself. At Kering, CEO Luca de Meo last week appointed the group’s first chief digital, AI & IT officer, Pierre...

Top 400 most popular Danish fashion brands on Instagram

The Danish version of “FashionUnited's Top 400 Instagram Index” highlights the Danish fashion industry’s digital reach. Apparel brands from Denmark that perform well at multi-brand retailers also dominate online. Index shows that Danish B2B labels, from denim to high-end streetwear, have an impressive impact on social media and are inspiring an...

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Business|Opinion

Trump targets ‘Made in America’ misuse

US president Donald Trump has signed an executive order aimed at cracking down on fraudulent “Made in America” claims, sharpening federal oversight of country-of-origin labelling at a time when domestic manufacturing has re-emerged as a political and commercial priority. According to a report by Reuters, the order directs the chairman of the...

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Business

Quince faces legal challenges over its "Luxury for Less" marketing claims

Quince, a direct-to-consumer retailer, best known for its promising tagline “luxury for less”, is now facing mounting legal scrutiny over its marketing strategy and its claim that helped build its reputation. The San Francisco- based retailer is defending itself against not one, but two lawsuits, one filed by home goods giant Williams-Sonoma and...

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Fashion |marketing

Wuthering Heights rolls out global fashion-led marketing campaign

What appears at first glance to be another prestige literary adaptation has emerged as one of the most extensive fashion and lifestyle marketing campaigns attached to a film release, not seen since Barbie. Wuthering Heights has been supported by a global, multi-category rollout that positions the film less as a standalone cultural product and...

Fashion

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

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Fashion |marketing

Crocs bets on feeling over function as comfort footwear enters its confidence era

Comfort footwear is no longer having a moment, it is the moment. Recent earnings from Birkenstock and Deckers underline what many retailers already see on the shop floor: consumers are investing in shoes that prioritise wearability, and they are doing so without waiting for discounts. Against that backdrop, Crocs’ newly unveiled global brand...