Children’s fashion is growing because ‘your family becomes your brand’ The pandemic drove more people to their phones for socialization purposes, and with schools closed, more kids were at home. Combined, these factors led to growth in posting pics of kids online. The #MommyAndMe hashtag, often paired with matchy mom-and-kid looks -- a popular trend even pre-pandemic -- was posted...
Insiders say fashion should prepare for a ‘fully virtual future’ Virtual fashion has been hovering on the margins of the industry for years now, but like many things, the pandemic helped speed its movement into the mainstream. In the last year alone, big influencers have made virtual fashion a more widely known concept and big brands have started experimenting with...
CMO Mary Alderete on how Gap indirectly grew a TikTok presence While many brands have flocked to TikTok in the last year, making accounts and posting videos regularly, Gap has stayed off the platform -- officially, anyway. But CMO Mary Alderete, formerly of Gap’s sister brand Banana Republic, said she’s been able to get a lot of traction for the brand...
Lulus is taking a page from E.l.f. with a branded music-driven TikTok campaign Lulus' latest campaign, launching on Thursday, targets the graduating college class of 2021 and includes a TikTok activation fueled by a unique song. The hope is that the song, produced by Lulus and music agency Song Candy, will take off on TikTok via graduating seniors featuring it in their videos.
Carbon38’s Caroline Gogolak is launching a new brand centered on sustainable streetwear Caroline Gogolak has a new project in the works. In July, she’s launching her own streetwear brand, called Saint Art, with the goal of marrying streetwear styles with sustainable production from the ground up. Streetwear has been a notoriously resistant, or at least apathetic, sector when it comes to sustainability....
ABG and Simon continue buying streak with acquisition of Eddie Bauer Eddie Bauer is the latest in a long string of acquisitions by ABG. It acquired Barneys, Brooks Brothers, JCPenney, Forever 21 and Lucky Brand in the last year and a half, many of them after they had gone through bankruptcy. In January, ABG CEO Jamie Salter told Glossy that the plan...
Tapestry says e-commerce growth isn’t hampered by stores’ return E-commerce sales across the fashion industry soared by 44% during the pandemic, as brick-and-mortar stores closed or read as unappealing to customers. But as vaccinations roll out and retail foot traffic returns, will e-commerce continue to thrive?
With just 34% of journalists ready for indoor events, brands are rethinking their press strategy The press event isn't dead, it's just changing form. New research from PR agency Jennifer Bett Communications, which represents a wide array of consumer brands like Cuup and Parachute, found that the majority of editors still want to attend brand events, but with caveats.
How Brevite used TikTok’s comment response feature to drive a 200% lift in sales The brand began responding directly to negative comments last year, using TikTok’s video response feature, with short videos rebutting criticisms or answering questions about the product. In the last year, 11 of Brevite's response videos have generated over 100,000 views, and Kim said they've driven a 200% lift in sales...