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Why Lacoste is replacing its crocodile with a goat

Lacoste's iconic crocodile has been replaced by a goat. This transformation, however, is only for a capsule collection dedicated to one of its main ambassadors: tennis player Novak Djokovic, sometimes nicknamed the "goat" by fans and the media. Lacoste celebrates Novak Djokovic Lacoste's choice of a goat to replace the crocodile stems from the...

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Retail|ANALYSIS

Summer in Saint-Tropez: When the fashion industry makes the Gulf go round

An idyllic setting, the Mediterranean glistening under the summer sun, and an unparalleled vibrancy enliven the narrow streets of the village. Every year, Saint-Tropez is not content with simply being a dream destination. It transforms into an experiential incubator for the biggest luxury houses. This summer vibrancy also raises questions. How...

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Business

The Studio proposes new collaboration model between investors and agencies for international growth

In a context where brand culture is built from both narrative and operational structure, the traditional model of collaboration between brands and agencies appears to be falling short. London-based investment firm The Equity Studio, specialising in beauty, wellness and lifestyle brands, joined forces with The Studio, a platform integrating...

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Business

Apple's new privacy controls will limit brands advertising

This week Apple began rolling out an update of its lates iOS operating system putting the user in greater control of privacy. The changes will limit tracking websites visited by users, which companies do to create user profiles and distribute advertising deemed relevant. Many websites allow hundreds of different data collection companies to...

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Fashion

Study shows social media users actively avoid sponsored influencer posts

According to a new study, 58 percent of social media users in the US say they won’t buy influencer-promoted products while actively avoiding sponsored posts that seem inauthentic or uninformative. Looking at over 501 active social media users in the US, Visual Objects, a guide on hiring B2B services, surveyed users about how they engage with...

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Fashion

Why brands are turning to nano-influencers

The pandemic has shown that celebrities and social media influencers with large followers are not the only route to successful marketing. Many fashion brands are turning to nano-influencers, those with 1,000 to 10,000 followers, who’s audiences are dedicated and engaged, yet modest in size. One reason is that the past twelve months have impacted...

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Fashion

'Love Letters from Britain': Walpole launches film series with BBC

A new series of short films will delve into the hearts and heritage of British luxury brands and made available on the BBC.com platform. A partnership between BBC StoryWorks and luxury trade body Walpole will promote British brands via a digital-first and unique series on British luxury. Called ‘Love Letters From Britain’, BBC StoryWorks will...

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Fashion

Fashion’s Creative Directors Direct from Home

When the Covid-19 pandemic hit this spring, many fashion companies had to put their advertising campaigns on hold. It was no longer possible to gather creative teams—directors, photographers, models and crew--together in person, in studio or on site. And so, companies had to get creative quickly. Would you rather listen to this story? You can...

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Podcast

The ABCs of Fashion Marketing During a Pandemic

“In my opinion, a campaign is really successful when it becomes part of the day-to-day conversation, when it becomes part of our cultural landscape. Influencer marketing doesn’t have the power to do that. It all depends on what we decide to focus on: cultural relevance or Instagram likes.” So says Laura Lanteri, creative director and consultant...

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Business

Brands increase digital marketing spend, despite fall in revenue

Over two-thirds of businesses have seen a decrease in revenue since the start of the pandemic, according to a survey conducted by the Dublin-based Digital Marketing Institute (DMI). It comes as no surprise as brands and retailers, especially smaller businesses, have decreased their overall marketing spend and are channeling their advertising...

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Business|Book review

Three marketing lessons from the co-founder of Nike or how to build a sport empire

Phil Knight is a typical example of a self-made person. A student at the Faculty of Economics and runner, at university he dreamed of creating a business selling sneakers. At 26, Phil Knight began selling athletic shoes from Japan from the back of his car. He retired after 40 years and left behind a sports empire with 5,000 stores and sales of...

Fashion |INTERVIEW Partner Content

Working in Fashion: A day in the life of a director of brand relations

Ambassador Retail is a consulting agency that specializes in training retail staff and turning them into ambassadors for brands. Clients have included brands such as Lee and Zimmerman. In today’s evolving retail landscape, the customer experience can be enhanced by the relationship established with brand ambassadors and personal style curation...