‘Everyone is our customer’: Fashion and beauty brands are evolving the idea of the customer profile For years, it was popular in marketing to narrow down a potential customer into a hyper specific profile -- our customer is Sarah, a 34 year old mom from the midwest, for example. But increasingly, brands across the fashion and beauty space are finding that these hyper specific profiles are...
Inside SoulCycle’s expansion to be a fashion brand As the worlds of fashion and fitness increasingly cross over, SoulCycle has been undergoing a major shift. Under the guidance of Caroline Gogolak, vp of retail, the company's expanded beyond a purveyor of spin classes to an activewear source.
1 year in: Madewell doubles down on men’s with new collection and new stores A little over a year ago, Madewell launched a small men’s collection made up of just a few pieces and sold within its larger women’s stores. Now, the company is ready to fully take the plunge into the men’s category.
‘The lines are blurred’: How flexible leases are changing fashion brands’ retail strategies In fashion retail, the lines between temporary and permanent are becoming increasingly blurry, as brands opt for shorter, month-to-month leases with no set end date and often transition temporary stores into permanent locations.
What the NBA’s influence on fashion says about men’s shopping habits Athletes have always been style icons, but in the past year, fashion's hunger for basketball -- both the players and the looks inspired by them -- has blown up. Athletes have become valuable influencers for brands looking to target men at a time when menswear is on a meteoric rise.
‘The pie is bigger now’: How Crossroads Trading is staying competitive during the rise of brick-and-mortar resale The rise of these digital-focuses resale platforms, from Rebag and The RealReal to the various sneaker resellers like StockX and Goat, may seem like a problem for Crossroads Trading, a brick-and-mortar-only reseller that has been around for nearly 30 years, but Gina Nowicki, director of marketing and communications at Crossroads,...
‘They need to be treated well’: How department stores are using stylists as a marketing tool Back in the day, there was an open secret at department stores. If you saw someone coming into the store, buying up a huge amount of clothes and returning them a day or two later, they were probably a stylist and they probably used those clothes in a photo shoot.
- High-end brands are leaning on buy-now, pay-later to lower customers’ barrier to entry
Within two months of debuting a buy-now, pay-later option for customers, Australian peer-to-peer fashion rental platform Designerex saw more than 30% of consumers adopting it. The model has been key to the company’s growth in Australia and to their plans for growth in the U.S., where it launched in May...
1 year in: How BaSh used a clothing rental program as a marketing tool A year ago today, French brand Bash opened its Nolita store with an experimental free rental program called the Dream Closet in an effort to get people new to the brand to try out some product. One year later, the brand said that aside from some logistical challenges, Dream Closet...