Apparel & Accessories

Marketing clothes, shoes and accessories

Articles and cases by category:
Clothing, apparel
Personal accessories



Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report looks at the main successes and failures which accompanied the launch of Google Glass, the pioneering wearable technology that offered digitally-connected eyewear.


Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the luxury market.

ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report breaks out four key tactics which have helped C&A, the multinational apparel retailer, assume a leading role in its category in Brazil.


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report provides five tips from Levi's, the denim and apparel group, about how to build brands in a time of digital disruption.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how Dress2kill, a UK-based bespoke tailoring business, lifted their brand to a new premium tier and grew sales volume along the way.


Stephen Whiteside, Event Reports, ANA Mobile First

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them.


Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.

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