How Crocs leveraged user-generated content to capitalize on its Gen Z fanbase Of all the “uncool” brands that have recently made their way into the cultural zeitgeist, Crocs is among the most unexpected.
‘Not sexy but cost-effective’: How Clarks revamped its emails to drive sales Shoe brand Clark’s has learned an important lesson about customer acquisition: Email is not the sexiest of marketing strategies but it can’t be beat when it comes to cost-effective retention.
Ralph Lauren builds on its ‘next great chapter’ with diversity-focused campaign Ralph Lauren has always been associated with a certain image: a preppy, WASP-y style that has remained relatively unchanged for years. But its latest global campaign, which launched Thursday, sees it emphasizing diversity and inclusivity as the brand seeks to reinvent its image and its business strategy.
How Rolex is fueling the watch resale industry At this year’s Baselworld watch fair, the dominant watch brand in the world, Rolex, unveiled its newest collection of watches. And while the reveal was impressive for anyone looking to buy a watch from one of Rolex’s many authorized retailers, it may have been even more exciting for resellers.
Beyond ‘shrink it and pink it’: Brands are rethinking their approach to women’s sneakers The somewhat disdainful treatment of women’s sneakers is consistent with a market that has traditionally been dominated by men both on the design side and the consumer side. But that is changing.
Shanghai Fashion Week attracts American brands seeking growth in China Twenty-two years ago, Nicole Miller held her first fashion show in China. At the time, she characterized the market as conservative and “not very established.” But now the market looks very different.
‘It’s going to burst at some point’: Sneaker drops have hit their saturation point Every year on March 26, Nike celebrates Air Max Day, the anniversary of the launch of the first Air Max 1 in 1987. With that comes a slew of promotions, events and, most importantly, a new Air Max style. Yet this year, there’s a surprising difference: Nike announced it will...
As the novelty of pop-ups wanes, brands are taking a more creative approach For many digitally-native DTC brands, the path toward a physical brick-and-mortar presence is clear: Open a pop-up shop, gauge interest and then open a permanent store. But Dolls Kill, a fashion brand founded in 2011 with ties to the electronic dance music subculture, is taking a somewhat alternative approach.
‘The hardest thing is trust’: Inside luxury fashion’s new demand for skilled authenticators There are two kinds of fake watches, according to Charlie Emslie, a watchmaker and authenticator at watch resale platform Crown & Caliber. There are watches that incorporate cutting-edge 3D printing and laser technology that are nearly indistinguishable from the real thing, and there are watches that “look like they wrote...