According to a November 2020 Glossy and Modern Retail survey of brand workers, in preparation for this holiday season, brands shifted their resources away from stores to investments that better serve online shoppers. 

Rather than pushing must-have gifts, stressing shipping deadlines and investing in happy, jolly campaigns, brands are throwing their holiday playbooks out the window. WIth Americans dealing with unprecedented concerns and hardships, marketers have read the room and are approaching the season with fresh care and consideration. 

In a November survey of 27 Glossy and Modern Retail readers who work for brands, 37% of respondents said their companies will be running promotions for eight weeks or more this holiday season, while just 18.5% said they ran promotions for eight weeks or more in 2019.

Along with launching pay-later services, running constant promotions and ramping up their loyalty perks, fashion companies are permanently cutting their retail prices to win over shoppers. Americans have become more budget-conscious and thoughtful about their purchases, faced with instability, unemployment and more time to reflect on choices. In step, fashion...

With election results delayed, brands’ marketing has remained paused, allowing impactful news to take precedence on digital channels. And many stores have stayed boarded up out of uncertainty around how Americans will react when a president is announced. While the extended stop-in-play was to be expected, it puts added pressure...

With its website relaunch, announced to customers in an email on Tuesday, Saks revealed its strategy for remaining a go-to luxury shopping destination amid heightened competition from digitally native retailers: It will increasingly cater to men, spotlight new arrivals, provide inspiration and cater to customers’ shopping preferences.

With political ads taking up space and driving up costs on Facebook and Instagram, fashion brands are flocking to Pinterest as an alternative -- and they’re planning to stay put.

As the CEO of digitally native menswear brand Bonobos, Micky Onvural has experienced both extreme challenges and lucky breaks in getting the brand through 2020. “We've always been predominantly e-commerce, so we didn't have the same catch-up game to play as other retailers did,” she said on the Glossy Podcast....

With sweatpants, leggings and shorts serving as the unofficial uniform of Americans staying at home, sales of “hard pants” (aka jeans) are taking a hit. Largely in response, denim-focused brands are overwhelmingly announcing plans to diversify their product assortment by expanding to more relevant styles, including tops, joggers and track...