Marketing news and archive

New Balance celebrates cult colour grey in Covent Garden

For footwear aficionados, the muted elegance of New Balance’s signature grey transcends mere sneakers. Born in the 1980s from a pursuit of the ultimate urban running shoe, the understated hue has become synonymous with the brand’s commitment to craftsmanship, quality, and a certain quietly confident independence that resonates far beyond the...

Fashion

Puma launches podcast to deepen consumer connection

Puma, the German sportswear giant, has taken its brand strategy into the audio realm with the launch of the Go Wild Podcast, a series designed to bolster its global "Go Wild" campaign and engage younger audiences through storytelling and digital intimacy. The podcast, which debuted with a conversation between former Olympic hurdler Colin Jackson...

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Fashion |marketing

Bottega Veneta’s social media silence boosts brand heat

In an age when luxury brands are tripping over themselves to chase virality, some of fashion’s most visionary leaders are choosing silence over noise—and winning. Bottega Veneta’s social media exit in 2021 was once seen as a bold, even questionable move. But as of Q4 2024, the Italian house has surged to sixth place on the Lyst Index of hottest...

Fashion |marketing

A breakdown of fashion's top-performing TikTok content in March

TikTok continues to cement itself as a vital platform in fashion marketing strategies, not just for Gen Z engagement but as a broader tool for storytelling, brand visibility, and digital influence. In March, the most-followed fashion brands on TikTok rolled out a series of high-performing videos that speak to the evolving language of digital...

Fashion

Heritage as currency: Tod's latest campaign banks on next gen nostalgia

A new advertising campaign by Italian luxury footwear brand Tod's is a revelation of the opportunities and tensions facing heritage brands seeking contemporary relevance. The leather goods house has unveiled "Italian Diaries," a campaign that positions its signature Gommino driving shoe within a carefully constructed narrative of international...

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Fashion

New UK legislation puts fashion’s green claims under scrutiny

As of April 6th, the UK’s Competition and Markets Authority (CMA) has been granted significantly enhanced enforcement powers under the Digital Markets, Competition and Consumers (DMCC) Act. This sweeping legislation represents a crucial shift in consumer protection, equipping the CMA with the ability to impose direct and severe penalties on...

Fashion

A textile recycling podcast targets fashion's circular economy ambitions

Global Fashion Agenda has unveiled a new podcast series examining the technical and systemic challenges preventing widespread adoption of textile recycling in the fashion industry, at a time when regulatory pressure is intensifying across global markets. The Upstream Circularity Podcast, released to coincide with International Day of Zero Waste,...

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Fashion |Marketing

Calvin Klein's latest viral campaign underscores power of celebrity endorsement

Calvin Klein's latest advertising campaign for its underwear line, featuring musician Bad Bunny, generated a staggering 8.4 million dollars in Media Impact Value (MIV) in under 48 hours, according to a new report from data analytics firm Launchmetrics. This impressive figure, as tracked by Launchmetrics' proprietary MIV metric, assigns a...

Fashion

Burberry bets on cinematic storytelling as it enters a new era

Burberry’s latest campaign, It’s Always Burberry Weather: London in Love, arrives at a pivotal moment for the British luxury house as it navigates a period of transformation under newly appointed CEO Josh Schulman. The romcom-inspired series of films, directed by David Lane, showcases a star-studded cast including Kate Winslet, Richard E Grant,...

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Business|Opinion

Nike and Skims could spell a new future for athleisure

Nike and Skims have just unveiled a partnership that goes beyond a simple collaboration and will be a full-scale joint venture. The launch of NikeSkims, a completely new brand, signals a strategic bet by both companies on the ever-growing intersection of sportswear, shapewear, and lifestyle fashion. If successful, which is highly likely, this...

Retail

Shoemaker Santoni celebrates 50 years of craftsmanship and innovation

Since its founding in 1975, Italian shoemaker Santoni has become synonymous with meticulous attention to detail, elevating traditional techniques to the realm of luxury. As it marks its 50th anniversary, Santoni introduces 'Santoni Culture, An Emblem of Mastery'—a newly conceived symbol that encapsulates the brand’s heritage, philosophy, and...

Fashion

How archival fashion fuels the resale boom

Luxury fashion has always had a symbiotic relationship with its past, drawing on archival designs to inform contemporary collections. However, the industry’s increasing reliance on nostalgia—often with little reinterpretation—has begun to reshape consumer behaviour in ways that may prove counterproductive. Every time a creative director is...