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Marketing news and archive

2022 will be a year of digital advancement

It took a pandemic to accelerate e-commerce and focus on digital, but now that customers are fluently shopping across multiple channels, expectations for personalised experiences online is growing. According to Adobe, businesses must create change at every level of their organisation to compete in a digital-first economy. In Adobe’ Digital...

Mar 21, 2022

Retail

Marc O’Polo gives online shop a new look

After introducing the new "Scandinavian Studio" shop concept for stationary shops, Swedish-German premium brand Marc O'Polo has now also revamped its online shop. Marc-o-polo.com presents itself in a new look and feel that focuses on a new modernity, concentrates more on younger target groups and has an even more international orientation....

Mar 10, 2022

Business

Content Marketing for Luxury Fashion

Content marketing is a buzzword within the marketing world, with social media as it’s foundation. It is becoming of increasing importance in the area of luxury fashion, as brands compete for new customers in a global market. In the past, luxury fashion companies were hyper focused on their key customer–a small sliver in the larger market. But...

Feb 24, 2022

Business

Can New York City market its way to another recovery?

One of the most memorable marketing campaigns is not for a sedan or a soft drink but for a city. This past summer, on the Q train back from Coney Island, a family of six could be spotted riding back from the beach sporting the campaign’s famous logo on tank tops and baseball caps—a nod to its forty-four years of longevity. The “I Love New York”...

Feb 7, 2022

Fashion Featured

Online shoppers prefer content from peers over influencers

A new survey suggests 65 percent of consumers have purchased apparel or fashion items because of user-generated images or videos from real customers, instead of influencers. The majority (79 percent) of online shoppers reveal that user-generated content (UGC) highly impacts their purchasing decisions according to new research from Stackla, an...

Aug 13, 2021

Fashion

Study shows social media users actively avoid sponsored influencer posts

According to a new study, 58 percent of social media users in the US say they won’t buy influencer-promoted products while actively avoiding sponsored posts that seem inauthentic or uninformative. Looking at over 501 active social media users in the US, Visual Objects, a guide on hiring B2B services, surveyed users about how they engage with...

Apr 14, 2021

Fashion Featured

Why brands are turning to nano-influencers

The pandemic has shown that celebrities and social media influencers with large followers are not the only route to successful marketing. Many fashion brands are turning to nano-influencers, those with 1,000 to 10,000 followers, who’s audiences are dedicated and engaged, yet modest in size. One reason is that the past twelve months have impacted...

Mar 29, 2021

Fashion

Fashion’s Creative Directors Direct from Home

When the Covid-19 pandemic hit this spring, many fashion companies had to put their advertising campaigns on hold. It was no longer possible to gather creative teams—directors, photographers, models and crew--together in person, in studio or on site. And so, companies had to get creative quickly. Would you rather listen to this story? You can...

Dec 4, 2020

Podcast

The ABCs of Fashion Marketing During a Pandemic

“In my opinion, a campaign is really successful when it becomes part of the day-to-day conversation, when it becomes part of our cultural landscape. Influencer marketing doesn’t have the power to do that. It all depends on what we decide to focus on: cultural relevance or Instagram likes.” So says Laura Lanteri, creative director and consultant...

Dec 4, 2020

BusinessFeatured

Brands increase digital marketing spend, despite fall in revenue

Over two-thirds of businesses have seen a decrease in revenue since the start of the pandemic, according to a survey conducted by the Dublin-based Digital Marketing Institute (DMI). It comes as no surprise as brands and retailers, especially smaller businesses, have decreased their overall marketing spend and are channeling their advertising...

Jul 1, 2020

Fashion |INTERVIEW

Working in Fashion: A day in the life of a director of brand relations

Ambassador Retail is a consulting agency that specializes in training retail staff and turning them into ambassadors for brands. Clients have included brands such as Lee and Zimmerman. In today’s evolving retail landscape, the customer experience can be enhanced by the relationship established with brand ambassadors and personal style curation...

Aug 16, 2019

Fashion

Fashion careers: Fashion PR and digital marketing with Carmen Castiñeira

With a degree in PR, Advertising and Marketing from Madrid’s Ceu San Pablo University, Carmen Castiñeira has always been inspired by contemporary lifestyle, design and fashion. When Josep Font joined the Delpozo team as creative director and relaunched the brand in 2012, she embarked on her career in fashion there as the Communication...

Apr 16, 2019