Apparel & Accessories

Marketing clothes, shoes and accessories

Articles and cases by category:
Clothing, apparel
Personal accessories



Shefali Nath Gupta, Sushma Panchawati and Kamna Sharma, ESOMAR, Qualitative, November 2014

This paper proposes a new research method - stockography - which takes material such as photographs that people have taken to document their lives, and compares it to the past to understand change in society, culture and people.


Case Study

Diesel: Erotica
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Diesel, the fashion brand, used a controversial campaign for its Erotica collection to create interest in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Qeelin, a high-end jewellery brand and part of the French group Kering, built awareness in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Domyos, a French fitness brand, launched in China on a platform of an international brand that respected Chinese values.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Vicomte A, a fashion brand, used Facebook to reach a female audience in China.


Case Study

Tanishq: Diwali
S Subramanyeswar, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Tanishq, the Indian jewellery brand, leveraged Diwali despite the economic downturn.


Suchitra Sukumar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how lingerie brand Enamor found a middle ground in India market by focussing on women with a positive message.


S Subramanyeswar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Tanishq, the Indian jeweller, grew sales for its diamond solitaire jewellery by extending its significance beyond marriage engagements.


S Subramanyeswar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Tanishq, the jewellery brand, challenged prejudice against remarriage in India.

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