‘It’s Black Friday on steroids’: Why Fabletics is hosting pop-ups at cheer competitions In August, the women’s athletic apparel brand inked a two-year deal to be the exclusive activewear partner of Varsity Spirit, a company that’s hosted competitions for middle-school to college cheerleaders since 1980. Between September and May, Fabletics held pop-ups at eight competitions for a total of 16 days, cherry-picking those...
More brands are moving into athleisure Forget desk-to-dinner. Today’s brands are facilitating smooth transitions from the gym to work to work event to date, and everywhere in between. Modern consumers are busy, and wardrobe changes aren’t an option. The go-to solution is increasingly athleisure, and even brands that have long ignored the trend -- or the...
‘The novelty wears off’: How Ministry of Supply makes experiential retail pay off Brands are increasingly looking to flashy attractions to draw foot traffic and drive sales -- but it's not that easy, according to Ministry of Supply.
‘Free marketing channels’: DTC brands are leaning into profitable stores for customer acquisition Physical retail is emerging as the customer acquisition channel of choice among young brands laser-focused on thoughtful expansion and early profitability.
‘It’s risky’: Why Carine Roitfeld is launching a beauty line Carine Roitfeld is betting on the fact that sex still sells. The fashion editor will debut on Monday her first line of products, complete with some of-the-moment storytelling: a collection of seven fragrances inspired by seven fictional lovers in seven cities.
How Fabletics’ stores drive memberships Because its stores have proven effective as member-acquisition tools, Fabletics is on a tear of opening new locations.
Beyond ‘purposeful confusion and paralysis of choice’: How DTC brands are updating diamond shopping Like many experiences linked to weddings, engagement ring shopping is overdue for a makeover, and direct-to-consumer brands are stepping up to the task.
‘It’s a mindset change for the industry’: Fashion brands embrace 3D design tech Since January, more than 140 established fashion brands have adopted a 3D digital design process. Because the process facilitates standardized sizing and expedited operations, plus eliminates much waste produced in production, it has big implications for the industry. Fueling the recent trend is the launch of a digital body hub...
Inside the US-inspired playbook of Latin America’s largest DTC brand As direct-to-consumer fashion brands were popping up left and right to fill voids in the U.S. market, Amaro founder Dominique Oliver was looking instead to fill the DTC white space in another market: Brazil.