Harvard Business Review news and archive

Senior fashion: Over 60s will soon be a key consumer group

Fashion brands are increasingly directing their focus toward the 60+ age demographic, recognizing it as a substantial and economically influential market segment. The primary allure lies in the considerable disposable income and spending power of this group, making them an appealing target for brands aiming for growth. Traditionally overlooked...

BusinessMember

In recession, don't cut your advertising budget

A recession is often paired with a slump in sales and cost-cutting, but brands and retailers looking to reduce spending shouldn’t necessary cut their marketing budgets, according to research published by the Harvard Business Review (HBR). “Companies that have bounced back most strongly from previous recessions usually did not cut their marketing...

FashionFeatured

How to market your brand in times of crisis

At the start of 2020 the fashion industry was full of promise with a new season on its way. Luxury brands had photographed their SS20 campaigns in the last half of 2019 and long planned their marketing calendar and activations throughout spring and summer. Then came Covid-19. As buying and sentiment dramatically changed overnight, social...