Apparel & Accessories

Information and insights on the apparel and accessories sector

Articles and cases by category:
Clothing, apparel
Personal accessories



Lizzy Pollott, Matt Spector and Jennifer Ekeleme, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales. The company primarily sells 'flip flops', with consumer interest in the product peaking in the summer.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report discusses how Mizuno, the sports brand, built on its success in the US running-shoe category as it sought to reach golfers of "average Joe" standards, but with great enthusiasm for the game. The Mezamashii Run Project demonstrated to the firm that authenticity was a major selling point; it built on this theme in the golfing arena having learned that consumers felt many of its competitors over-promised on the performance boost their products could provide.

Walt Barron and Swapnil Patel, Warc Prize for Social Strategy, Gold and Special Award for Social Business, 2014
This case study demonstrates how Mizuno, a running shoe brand in the US, with a limited media budget, set out to convince runners to give their running shoes a chance. This category experiences high brand loyalty, making it difficult to increase market share.

Lars Samuelsen and Charlotte Porsager, Warc Prize for Social Strategy, Bronze, 2014
This case study explains how ONLY, the fashion retailer, reversed declining sales om Europe with an interactive content-led campaign. The creative solution it developed was an online interactive film experience called 'The Liberation', which was to be a fashion catalogue, movie, game, music video, and an on-demand video retail environment.

Chingching Chang, International Journal of Advertising, Vol. 33, No. 1, 2014
To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes a packaging redesign and ad campaign by Ann Summers, the adult retailer, which sought to reposition its Rampant Rabbit product range as a more premium item. The product was the first of its kind in the market, but had subsequently become lost in the competition, and so the campaign aimed to make the brand distinctive and premium.

Case Study

Croots rebrand
Design Business Association, Gold, Design Effectiveness Awards 2014
This case study describes how a new brand, Croots, was created for AC Supplies, a English maker of canvas and leather bags and accessories. The brand identity needed to represent English provenance, craftsmanship, quality and value for money and its design was inspired by marquetry found on shotgun barrels.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how the design of a retrospective exhibition of Christian Louboutin shows held at the Design Museum, London, attracted more visitors than to any of the museum's previous exhibitions. The exhibition explored twenty years of the French shoe designer's work and needed to showcase his artistic personality and creative approach while also increasing footfall at the Design Museum.

Stephen Whiteside, Event Reports, In-House Agency Masters, October 2013
This event report discusses how Timex’s in-house agency is organised to achieve the greatest possible efficiency and productivity with limited manpower and a restricted budget. It has, for example, maximised the use of film and photos taken from a single shoot in 2011 – content that was still relevant and being employed several campaigns later in late 2013.

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