Marketing news and archive

Top 500 German fashion brands on Instagram

The German edition of the FashionUnited Top 500 Instagram Index highlights the vast digital reach of the German fashion industry. German wholesale brands that excel with multi-brand retailers also dominate online. The index shows that German business-to-business labels, from denim to high-end streetwear, punch well above their weight on social...

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Business

AI moves into fashion’s C-suite

As fashion navigates economic uncertainty and technological disruption, the C-suite is being redrawn. Artificial intelligence is no longer confined to design studios or marketing dashboards, it is now reshaping executive leadership itself. At Kering, CEO Luca de Meo last week appointed the group’s first chief digital, AI & IT officer, Pierre...

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Top 400 most popular Danish fashion brands on Instagram

The Danish version of ‘FashionUnited's Top 400 Instagram Index’ highlights the Danish fashion industry’s digital reach. Apparel brands from Denmark that perform well at multi-brand retailers also dominate online. Index shows that Danish B2B labels, from denim to high-end streetwear, have an impressive impact on social media and are inspiring an...

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Top 300 most popular UK fashion brands on Instagram

The UK version of ‘FashionUnited Top 300 Instagram Index’ highlights the UK fashion industry’s enormous digital reach. Local brands that perform well at multi-brand retailers also dominate online. Index shows that UK B2B labels, from denim to high-end streetwear, have an impressive impact on social media and are inspiring an audience of...

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Business|Opinion

Trump targets ‘Made in America’ misuse

US president Donald Trump has signed an executive order aimed at cracking down on fraudulent “Made in America” claims, sharpening federal oversight of country-of-origin labelling at a time when domestic manufacturing has re-emerged as a political and commercial priority. According to a report by Reuters, the order directs the chairman of the...

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Fashion |marketing

Wuthering Heights rolls out global fashion-led marketing campaign

What appears at first glance to be another prestige literary adaptation has emerged as one of the most extensive fashion and lifestyle marketing campaigns attached to a film release, not seen since Barbie. Wuthering Heights has been supported by a global, multi-category rollout that positions the film less as a standalone cultural product and...

Fashion

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

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Fashion |marketing

Crocs bets on feeling over function as comfort footwear enters its confidence era

Comfort footwear is no longer having a moment, it is the moment. Recent earnings from Birkenstock and Deckers underline what many retailers already see on the shop floor: consumers are investing in shoes that prioritise wearability, and they are doing so without waiting for discounts. Against that backdrop, Crocs’ newly unveiled global brand...

Fashion

Adidas expands football marketing in World Cup run-up

As the countdown to the FIFA World Cup 2026 gathers pace, Adidas is laying the groundwork early, rolling out a 360-degree marketing strategy that blends streetwear credibility, experiential retail and football culture, well beyond the pitch. This week, the German sportswear giant announced a collaboration between Adidas Originals and Japanese...

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Retail

Becoming entertainment: the future of fashion retail branding

We live in a time of overwhelming brand messaging, where even individuals carefully curate their own brands, and traditional communication finds it hard to cut through. This noise has awakened an exciting shift: brands are moving away from traditional advertising and embracing a new brand-entertainment hybrid that is delivering clear stand out....

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A fish named Fred introduces reverse heritage marketing concept

With its series ‘The Lost Tapes’, A fish named Fred is launching an innovative marketing strategy called reverse heritage marketing. The concept was developed by founder and brand builder Rob Schalker. It creates an artificial yet credible history instead of drawing on existing nostalgia. This is a creative form of "fashiontainment". The project...

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Fashion |Opinion

Small batch, big numbers: When fashion marketing meets production reality

In fashion, moments of unintended transparency, a back-end inventory number accidentally exposed, a production document leaked, a “limited” capsule that seems available forever, often illuminate the gap between how brands describe themselves and how they actually operate. These moments are revealing not because they expose wrongdoing, but...