Marketing news and archive

Catwalk momentum: how brands create hype long before showtime

It used to be that a catwalk presentation was the definitive source of the new fashion season to come. Images from presentations would be circulated to media and industry and large, which saw fashion editors and journalists decipher the codes and trends and inform consumers what to expect once the collections became available in stores. Oh how...

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Fashion |OPINION

Fashion gets real with authenticity marketing

London - Realism marketing. It is a new advertising tool utilised by brands to connect with consumers who are just like 'them' by engaging in authentic communication. It began with the now infamous Dove 'Campaign for Real Beauty' back in 2004, where ads featured real women rather than airbrushed models or celebrity spokespersons. Fashion has...

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Retail

Abercrombie says Goodbye to in-store Abs and over-‘Sexualised Marketing’

In spite of the saying ‘sex sells’, US fashion retailer Abercrombie & Fitch Co. has decided to turn over a new leaf in its battle against declining sales and is saying goodbye to the shirtless in-store models with perfect six packs it was once famed for. A&F axes store policies dictating employees levels attractiveness The teen fashion retailer,...

Fashion

Gap launches "Be your own T" campaign

The Gap has launched a new campaign called “Be Your Own T”. Using the t-shirt as the most democratic of fashion items, the collection offers a "T" for everyone, allowing customers to upcycle old t-shirts into new accessories. Using the t-shirt as a medium for self-expression, Gap aims to capture its customer's individual style with two digital...