Marketing news and archive

Why creator-led trust will define fashion marketing in 2026

Pulse Advertising has observed a decisive shift in how consumers form trust, and it’s a shift with real consequences for fashion brands planning their 2026 strategies. Instead of buying what brands are telling them, audiences are paying attention to real voices, experiences, and personalities. Audiences (especially Gen Z) are gravitating toward...

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Business

Brand loyalty in 2026 gets personal

As 2026 approaches, loyalty programmes are evolving from simple retention tools into strategic growth engines, reshaping how brands engage with consumers. According to Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One, four key trends are set to define the loyalty landscape next year. “The momentum behind loyalty has never...

Fashion

Grace Wales Bonner’s pre-Hermès collaborations: Marketing goldmines

A rising visionary in fashion Grace Wales Bonner, a 35-year-old British-Jamaican designer who has been quietly revolutionizing menswear since launching her label in 2014, is now set to take the helm of Hermès’s menswear. Before this prestigious appointment, Wales Bonner built her reputation through a series of high-impact collaborations that...

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Business

Influencers as KPIs: In 2026, brands will demand marketing, not promises

Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy. Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek...

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Retail|Report

6 Takeaways for Retailers to Achieve a Winning Holiday Season

The kick-off for the holiday shopping season has begun, with Black Friday well underway and Cyber Monday just around the corner. As shoppers across the nation get into the festive season and begin the hunt for the perfect gifts for their loved ones, one key message emerges. While it’s not secret that shoppers receive countless marketing...

Fashion |marketing Partner Content

How GAP quietly engineered one of fashion’s most impressive TikTok comebacks

A few years ago, GAP — the American denim brand once synonymous with easy basics and classic ’90s style — felt like a fading memory. Younger consumers associated it more with childhood mall trips than with anything happening in culture today. The basics were still there, but the relevance wasn’t. And in an industry where attention is the...

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Business

Kantar report: AI, retail media and 'treatonomics' to reshape fashion in 2026

As 2026 approaches, fashion is entering a new strategic cycle. The Kantar Marketing Trends 2026 report outlines its key features: the rise of AI agents; the structural transformation of retail; a revolution in creativity; cultural fragmentation; and the emergence of micro-communities. These forces are profoundly transforming how brands emerge,...

Fashion |Marketing

When Branding gets bold: Lessons from American Vintage’s 2025 social media reinvention

In an increasingly crowded digital fashion landscape, American Vintage stood out in 2025 by executing a disciplined, marketing strategy that married creative storytelling with performance measurement. The Marseille-born brand, known for its laid-back staples and transgenerational appeal, marked its 20th anniversary not with nostalgia, but with...

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Business

Fashion shifts away from hype as consumers demand authenticity

Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...

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Fashion

Under new direction: SS26 sets new standards on social media

The true success of a designer's debut can often only be measured in the third season, once the first collection has arrived in boutiques. However, subtle signs can be detected beforehand, indicating whether a fashion house has captured the zeitgeist with its choice of a new creative director. Rarely has the anticipation been as high as it was...

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AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey

Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...

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Business

Why retail’s future depends on loyalty, not discounts

Black Friday and its many global offshoots are no longer the shopping phenomena they once were. Participation remains high, but enthusiasm is fading. According to new YouGov data, 35 percent of British consumers say they are less interested in mega sales than they were a few years ago. The reasons are telling: 63 percent cite misleading...