Marketing news and archive

Heritage as currency: Tod's latest campaign banks on next gen nostalgia

A new advertising campaign by Italian luxury footwear brand Tod's is a revelation of the opportunities and tensions facing heritage brands seeking contemporary relevance. The leather goods house has unveiled "Italian Diaries," a campaign that positions its signature Gommino driving shoe within a carefully constructed narrative of international...

FashionFeatured

New UK legislation puts fashion’s green claims under scrutiny

As of April 6th, the UK’s Competition and Markets Authority (CMA) has been granted significantly enhanced enforcement powers under the Digital Markets, Competition and Consumers (DMCC) Act. This sweeping legislation represents a crucial shift in consumer protection, equipping the CMA with the ability to impose direct and severe penalties on...

Fashion

A textile recycling podcast targets fashion's circular economy ambitions

Global Fashion Agenda has unveiled a new podcast series examining the technical and systemic challenges preventing widespread adoption of textile recycling in the fashion industry, at a time when regulatory pressure is intensifying across global markets. The Upstream Circularity Podcast, released to coincide with International Day of Zero Waste,...

Fashion|Marketing Featured

Calvin Klein's latest viral campaign underscores power of celebrity endorsement

Calvin Klein's latest advertising campaign for its underwear line, featuring musician Bad Bunny, generated a staggering 8.4 million dollars in Media Impact Value (MIV) in under 48 hours, according to a new report from data analytics firm Launchmetrics. This impressive figure, as tracked by Launchmetrics' proprietary MIV metric, assigns a...

Fashion

Burberry bets on cinematic storytelling as it enters a new era

Burberry’s latest campaign, It’s Always Burberry Weather: London in Love, arrives at a pivotal moment for the British luxury house as it navigates a period of transformation under newly appointed CEO Josh Schulman. The romcom-inspired series of films, directed by David Lane, showcases a star-studded cast including Kate Winslet, Richard E Grant,...

Business|Opinion FeaturedMember

Nike and Skims could spell a new future for athleisure

Nike and Skims have just unveiled a partnership that goes beyond a simple collaboration and will be a full-scale joint venture. The launch of NikeSkims, a completely new brand, signals a strategic bet by both companies on the ever-growing intersection of sportswear, shapewear, and lifestyle fashion. If successful, which is highly likely, this...

Retail

Shoemaker Santoni celebrates 50 years of craftsmanship and innovation

Since its founding in 1975, Italian shoemaker Santoni has become synonymous with meticulous attention to detail, elevating traditional techniques to the realm of luxury. As it marks its 50th anniversary, Santoni introduces 'Santoni Culture, An Emblem of Mastery'—a newly conceived symbol that encapsulates the brand’s heritage, philosophy, and...

Fashion

How archival fashion fuels the resale boom

Luxury fashion has always had a symbiotic relationship with its past, drawing on archival designs to inform contemporary collections. However, the industry’s increasing reliance on nostalgia—often with little reinterpretation—has begun to reshape consumer behaviour in ways that may prove counterproductive. Every time a creative director is...

Fashion

Phoebe Philo launched a logo t-shirt. Here’s why it matters

Phoebe Philo’s decision to introduce logo-emblazoned T-shirts at her namesake label signals an intriguing shift in the brand’s evolving strategy. Known for her minimalist aesthetic and aversion to overt branding during her tenure at Céline, Philo’s move toward logo-driven merchandise might seem surprising, especially for a brand that initially...

Retail

Yeezy faces backlash over offensive product as Shopify shutters online store

It has been a turbulent week for Yeezy founder Ye, formerly known as Kanye West, as controversy continues to swirl around his brand. The fallout began with the sudden departure of Gosha Rubchinskiy, a key collaborator and influential designer, who announced he was leaving Yeezy to revive his eponymous label. But the situation worsened...

Retail

Abercrombie & Fitch open doors to London flagships as high street revival gains pace

Abercrombie & Fitch, the American retailer once synonymous with preppy youth culture, on Friday opened its doors to two new stores in London’s prime shopping districts. The locations, on Oxford Street and in Covent Garden, mark a significant expansion for the brand as it capitalises on renewed consumer appetite for physical retail experiences....

Fashion|Opinion Featured

Lyst’s Index and the LVMH paradox

The latest Lyst Index for Q4 continues to solidify its role as a barometer of brand desirability. With Miu Miu, Saint Laurent and Prada rounding out the top three, the data-driven ranking, which aggregates online shopping behavior, social media engagement, and search volume, has become a credible measure of a brand’s heat. Yet, in a surprising...