Marketing news and archive

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...

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Retail

Becoming entertainment: the future of fashion retail branding

We live in a time of overwhelming brand messaging, where even individuals carefully curate their own brands, and traditional communication finds it hard to cut through. This noise has awakened an exciting shift: brands are moving away from traditional advertising and embracing a new brand-entertainment hybrid that is delivering clear stand out....

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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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Fashion |Opinion

Small batch, big numbers: When fashion marketing meets production reality

In fashion, moments of unintended transparency, a back-end inventory number accidentally exposed, a production document leaked, a “limited” capsule that seems available forever, often illuminate the gap between how brands describe themselves and how they actually operate. These moments are revealing not because they expose wrongdoing, but...

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Fashion

Louis Vuitton marks 130 years of its Monogram with heritage-led collections

As luxury brands continue to invest in recognisable visual codes, few symbols illustrate the power of branding as clearly as the Louis Vuitton Monogram. Created in 1896 by Georges Vuitton in tribute to his father, Louis Vuitton, the canvas marks its 130th anniversary in 2026. To coincide with the milestone, the French luxury house is launching a...

Fashion

Entertainment first: Intimissimi becomes the new star brand of Emily in Paris

In 2024, the fourth season of Netflix's hit series Emily in Paris revolutionised product placement strategy by fully integrating brands into its storyline. In 2025, the brand Intimissimi (Oniverse group) has secured a prime role in the fifth season, which was unveiled this Thursday, December 18. Storyline In the third episode of the new season,...

People

Future and Louis Vuitton: luxury's recognition of contemporary rap

Rapper Future has been named a “Friend of the House” for luxury brand Louis Vuitton. Future, whose real name is Nayvadius Wilburn, is an American rapper, singer, songwriter and producer. He was born in 1983 in Atlanta, Georgia, US. At the 2025 Met Gala, themed “Superfine: Tailoring Black Style”, Future was dressed in Louis Vuitton. He also...

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Business

Brand loyalty in 2026 gets personal

As 2026 approaches, loyalty programmes are evolving from simple retention tools into strategic growth engines, reshaping how brands engage with consumers. According to Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One, four key trends are set to define the loyalty landscape next year. “The momentum behind loyalty has never...