Marketing

From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

With an array of new AI tools on hand, fashion marketers need to balance automating rote tasks and maintaining their creative vision to ensure brand integrity.

The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.

Bravo’s flagship franchise has been around for nearly 20 years, but its crossover into the fashion industry has only just begun. For marketers, it represents another opportunity to tap into a cultural asset with a devoted fanbase.

CNC Agency has emerged as fashion’s go-to partner for in-person activations, collaborating with brands from luxury houses like Prada and Hermès to beauty giants like MAC.

A red carpet presence helps build legitimacy, awareness and credibility — but as luxury giants spend big and young designers closely watch their budgets in a touch market, many are reworking their approaches to celebrity dressing.

With pressure mounting from new competitors, influencer monetisation platform LTK is doubling down on its differentiating asset: Its signature app.

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands. Skiing’s retro winter aesthetic is at the centre of a marketing craze for brands that previously had no ties to mountain sports or their upmarket clientele. Here’s why high street names, beauty players and designer labels all want to leave their mark in the snow.

The hip-hop artist’s first collection for the EssilorLuxottica-owned eyewear label debuts in April.

As consumers seek out products that are both uplifting and unique, brands from Coach to Anthropologie are leaning into whimsical motifs.

Following a $19.1 million investment in June 2023, the fashion styling mobile app has relaunched as a unique marketing tool using storytelling to reform product discovery and aid customer acquisition for its 260 luxury brand partners in fashion, beauty and lifestyle.