‘We talked about sale for far too long’: DTC brands are rethinking their Cyber Week strategies Direct-to-consumer fashion brands updated their Black Friday and Cyber Monday strategies this year, with several running sales for the first time ever over the holiday shopping weekend. Though their efforts largely resulted in boosted sales from last year, many taking a promotion-centered approach are already questioning their decision.
Introducing the Glossy 50, our annual list of those leading change in the fashion and beauty industries In our third annual Glossy 50 list, rolling out all week, we’re honoring the industry insiders responsible for driving important changes in the fashion and beauty industries. They include a project manager leading Instagram's move to sales channel, the anonymous watchdogs using social media to advocate for transparency in beauty,...
‘Meeting customers where they are’: Fashion rental companies are linking with retailers ahead of the holiday rush In the last week alone, newly released and announced fashion brand collaborations have included Prada and Adidas and Balmain and Puma. H&M revealed its next collaborative collection, with Columbian designer Johanna Ortiz, will launch Tuesday. In step, the popularity of an emerging partnership model spiked: that of the fashion rental company...
Melanie Travis is using her Andie playbook to launch a second brand Increasingly, founders of direct-to-consumer brands are finding the grunt work of launching a first brand is largely alleviated the second time around. With operations and partners in place, and the necessary knowledge obtained, entering new categories and markets is comparatively easily. But establishing a proven playbook for success in the...
‘Checking the boxes’: Brands are using the DTC playbook as a lifeline Today, fashion shoppers want to support sustainable, inclusive brands with a community and a cause -- bonus if they have a wellness slant or an experiential component. So fashion companies across the board are scrambling to update their business models accordingly. Authenticity be damned.
‘The pressure’s on’: To compete for holiday shoppers, digitally native brands are opening stores Vying for shoppers’ attention at a time when discounts and promotions are running rampant, DTC brands -- which are often discount-averse -- are centering their fourth-quarter marketing strategies on launching pop-ups and opening stores. Many are entering physical retail for the first time.
Glossy+ Briefing: Nordstrom weighs customer convenience versus in-store experience Jamie Nordstrom, Nordstrom’s president of stores, explained the company’s customer-centric approach for its NYC flagship, which opened Thursday, by contrasting it to a common retailer-centric approach. “Retailers in the past have worked like grocery stores that always put the milk in the back of the store: They want you to walk...
‘The place to find something cool’: How an indie-brand mindset is leading Nordstrom’s reinvention The classic department store model hasn’t aged well. Online shopping has stolen department stores’ thunder, to say the least, better delivering on their defining factor of a variety of brands, conveniently sold in one place. To evolve, 118-year-old Nordstrom is largely following the go-to playbook of many heritage companies. It’s...
Glossy+ Briefing: Rebecca Minkoff’s new loyalty program rewards Instagram followers On Wednesday morning, Rebecca Minkoff sent an email to customers announcing a “new” loyalty program, RM Rewards -- technically a phase two of a program set up last year.