MARKETING news and archive

Trends, consumers and marketing: What is the power of colour in fashion?

The background article The role of colour in fashion explains how colour plays a pivotal role in fashion. What is the exact role of these primary, secondary and tertiary colours in the fashion world and what is the power of colour contrasts? How is colour used in fashion? Fashion designers use colour in various ways, from being a source of...

Business

South African shopping centre unveils AI-powered marketing campaign

Sandton City, a Johannesburg-based shopping centre, has exhibited how the fast developing artificial intelligence (AI) can be put to good use when it comes to marketing. The South African retailer has unveiled a campaign powered by the smart technology that displays digital iterations of iconic fashion staples in a reinvention of its ‘City of...

Business

John Lewis appoints Saatchi & Saatchi as new marketing partner

The John Lewis Partnership (JLP) has announced the appointment of Saatchi & Saatchi as the group’s new creative marketing partner for both John Lewis and Waitrose. From the summer, the company will succeed Adam&EveDDB as JLP’s lead creative agency and will oversee the brand and advertising activity across the firm’s portfolio, as well as its...

Fashion Featured

Armedangels says ‘sustainable products don’t exist’ in latest marketing campaign

German fashion brand Armedangels has taken a bold new step in its latest marketing campaign. The Cologne-based label wants to be "radically honest" in its communications by bluntly stating: “Sustainable products don't exist.” With the new marketing campaign the brand highlights that every newly produced product leaves an ecological footprint and...

Retail

Report: 88 percent of consumers want text conversations with brands

Consumers are willing to share personal information in exchange for value, resulting in a rise in popularity in interactive sms marketing, according to the annual State of Conversational Commerce Report by Attentive, a platform specialised in “business-to-consumer communication”. 8,000 consumers from the US, Canada, the UK and Australia were...

Business |BACKGROUND Featured

The rise of virtual influencers: the phenomena taking over fashion marketing

Like the evolution of fashion as a whole, influencers have also been evolving alongside the industry’s increasing digitalisation, seeing the concept of ‘virtual influencers’ become something of a norm in the marketing world. This growing trend has seen retailers from the likes of Marks & Spencer to Pacsun begin to explore the digital realm by...

Business

Netflix launches ad-supported service, brands face high costs

Netflix has unveiled its advertising tiers, launching a budget-priced streaming service where users see commercial content of 15 to 30 seconds before and during programming. With an audience of 200 million subscribers, the opportunity for fashion brands to be seen is enormous, but smaller brands are likely to be priced out, despite Netflix’s...

Fashion

YouTube to roll out handles to foster connection, search and comments

YouTube is stepping up its branding and connecting capability by introducing handles. Handles, which are characterised with an @ symbol, will be unique identifiers to channels and in future will determine how users and companies will be mentioned in comments and community posts. Google-owned YouTube said it will gradually roll out the update in...

Fashion

Good American launches open casting call in London

Good American, the jeans company founded by reality personality Khloe Kardashian and British entrepreneur Emma Grede, is to hold an open casting call in London. It will be the company’s 5th annual open casting, a marketing initiative it says represents the brand and its values of diversity, and part of its mission to make the fashion industry...

Fashion |Interview Featured

Making strides: Kickers reworks traditional back to school campaign in the metaverse

Kickers UK is launching its latest marketing campaign via gaming platform Roblox. The footwear brand has announced a reworking of its traditional ‘back to school’ marketing efforts, with a campaign that aims to nurture children’s self-expression and creativity using the Roblox metaverse. Kickers partnered with Dubit, a digital development...

BusinessFeatured

2022 will be a year of digital advancement

It took a pandemic to accelerate e-commerce and focus on digital, but now that customers are fluently shopping across multiple channels, expectations for personalised experiences online is growing. According to Adobe, businesses must create change at every level of their organisation to compete in a digital-first economy. In Adobe’ Digital...

Retail

Marc O’Polo gives online shop a new look

After introducing the new "Scandinavian Studio" shop concept for stationary shops, Swedish-German premium brand Marc O'Polo has now also revamped its online shop. Marc-o-polo.com presents itself in a new look and feel that focuses on a new modernity, concentrates more on younger target groups and has an even more international orientation....