Back-to-school shopping is starting earlier every year—and it's increasingly starting on mobile. Here are the latest trends marketers need to know to be there and be useful for shoppers in their micro-moments. Mobile, meet mom.
Thousands of pages of September issues landed on newsstands this week with a thud. For brands and retailers advertising in the issue, it’s the fashion equivalent to the Super Bowl. But as readership of print magazines declines and online content and mobile apps jockey for attention alongside the monthly print issues, advertisers are being forced to adapt. However, the move from traditional print advertising to dynamic, digitally infused advertising has been slow, and in 2016, it shows. Numbers don't lie.
Launched in the 1980s by Grand Canyon river guide Mark Thatcher, the sandal was initially designed to stay on feet during water sports. But in recent years, a rising trend of nomcore and “ugly-chic” footwear, a category in which Birkenstocks also fall into, has taken the sandals from what was arguably thought of as a fashion faux pas to being included in high end fashion shows. And that’s when Teva, in particular, began capitalizing on its new-found trendy status. I can't.
A few years ago, a full-page ad in a glossy magazine and a flashy billboard would have signaled to the world that a fashion brand has made it mainstream. Today, it's the post with 100k Instagram likes. The social media platform known for its proficiency in generating FOMO has proven a powerful tool for an industry that sells aspiration and desire as well as it does skirts and blouses. Tailored for the gram.
In 1996, R&B star Aaliyah became the face of Tommy Jeans. In her TV ads, she wore a red, white and blue bandeau top and baggy jeans that ran an oversized Tommy Hilfiger logo down one leg. Amidst a revived obsession of ’90s fashion, Tommy Jeans returned on Monday with revivals of the same pieces, exclusively sold through Urban Outfitters. It’s the latest partnership for the retailer that hits on throwback trends. Complement your rollerblades and moodrings.
Rent the Runway is on a mission to be the Netflix of luxury clothing. The company launched Rent the Runway Unlimited in March, a service that charges consumers $139 for monthly rentals. Amid the updates, Rent the Runway lost seven of its major executives in 2015 and underwent a wide scale leadership transition, yet through it all CEO and co-founder Jennifer Hyman remained at the helm. The stylish sister I never had.
Believe it or not, Keds turns 100 years old this month. That makes Keds 32 years older than Puma, 33 years older than Adidas, 48 years older than Nike and half a century older than Vans. And as you might expect, Keds is marking the occasion by cranking up its marketing. Give women good shoes and they can rule the world.
The ASOS Facebook page in Australia seems to have been taken over by bots, trolls or sleepy staff. Despite ASOS' insistence that its replies are not auto-responses, Facebook posters have converged onto the page and amusing comments continue to receive similar replies, no matter what they’re saying. The robot revolution might not be all it's cracked up to be.
Originals, Adidas’ lifestyle brand, launched its Snapchat channel last Friday where it is preemptively teasing items from its highly guarded collaborations. The brand didn’t know beforehand whether it was the right thing to do, but when the first glimpse of Pharrell Williams’ purple “HU” NMD sneakers was saved by users over 4,000 times and later shared on other platforms including Instagram and Twitter, they realized they might be onto something. Launches, parties and new collections - oh my.
In late 2015 and early 2016, a smattering of designers joined the app, beginning with Alexander Wang, who joined Snapchat to lure consumers to his store in September, and Marc Jacobs who came aboard in time for Fashion Week in February. Increasingly, industry attention is being driven towards the social app that is known to be the most unfiltered. Take a look at how the four most engaging fashion creative directors are using Snapchat. Vogue for me, darling.