Inside What Goes Around Comes Around’s fashion week-centered marketing strategy For the past three New York Fashion Week events, WGACA has styled between 50 and 60 influencers, as well as VIP clients attending events and shows. This season, the mission is to also get industry insiders and influencers to the brand's flagship store in New York City.
Fashion brands are trying to capitalize on the booming cannabis industry Across the beauty industry, CBD products and brands are flooding the market. Fashion, on the other hand, has been slow to hop on the cannabis bandwagon. The exception has been brands including Levi's and Patagonia incorporating hemp, a strain of the cannabis sativa plant. Now fashion brands are exploring CBD,...
How running brand Tracksmith has taken an anti-Nike approach to building a brand The name Tracksmith may not resonate with the average shopper, and that's OK with the brand's co-founder and CEO, Matt Taylor. The brand was built specifically for the running community, among which it's grown a cult following -- and that community is only growing. A study by Running USA found...
As luxury brands exit 5th Avenue, activewear companies are swooping in with tech-focused stores Retailers like Henri Bendel are fleeing 5th Avenue as they continue to struggle and costs of these once coveted spaces continue to shoot up. But in the wake of some major departures, a new crop of brands is settling in. The strip once famous for luxury retailers is now making way for...
Ralph Lauren makes TikTok debut with ad campaign tied to the US Open With this campaign, Ralph Lauren is the first luxury brand to utilize TikTok's sponsored hashtag challenge feature -- Kroger has also used the feature in recent weeks. Launched earlier this month, the challenges ask users to post videos of themselves using or wearing a brand's products, and include a specific...
Building awareness while offering access: Inside the rise of NYFW-adjacent events Everyone wants to be part of fashion week, despite its wavering reputation. For participating brands and sponsors it's a chance to draw attention to the company, for attendees and fashion fans it's a chance to be seen alongside some of the biggest names in fashion, and it's a major money...
‘Customers aren’t going there to shop’: How DTC retailers are prioritizing foot traffic and in-store sales Direct-to-consumer brands from Everlane to ThirdLove are turning to physical retail to accelerate growth, as the cost of digital advertising continues to rise. However, a recent study from global location data technology company Blis found that many DTC brands opening their own permanent retail locations are seeing less foot traffic...
From extended sizing to athlete partnerships: Inside Athleta’s play for dominance in athletic apparel Amid increasing competition in the athletic wear and athleisuire spaces, Athleta has spent the last year making moves to position itself as a leader in women's and girls' athletic gear.
Re:store wants to be the retail platform for chic Instagram brands A wave of multi-brand retail spaces for direct-to-consumer brands have popped up over the last few years, from Bulletin to Neighborhood Goods, all aimed at helping young brands experiment with physical retail while keeping costs low. Neighborhood Goods positions itself as a DTC department store, and Bulletin as a space...