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Key reading

Vivienne Westwood

The F word: Eight key principles that every brand can learn from the fashion industry

Mary Portas on what non-fashion brands can learn from the industry, from following visionary leaders to bringing a product to life with experiential activity. Other lessons include how to design a strategy that can achieve viral success, and how to rely on gut instinct rather than consumer testing.

Five branding strategy tips from Levi's

Five tips from the denim giant on how to build apparel brands at a time of digital disruption.
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The power of images in boosting brand value

How Diesel, the Italian designer label, developed it's best-in-class Pinterest page.

Google learns lessons from broken Glass

The successes and failures of Google Glass, the pioneering wearable tech product.


Latest case studies

THE OUTNET: Sergio the shoe hunter

This case study shows how discount designer apparel website, The Outnet, increased brand awareness, sales, social activity, and KPIs through a low-budget social media-friendly concept in the UK.

Deichmann: Because we love shoes

This case demonstrates how Delchmann, Europe's biggest shoe retailer from Germany, added a new emotional dimension to its predominantly rational brand, establishing it as a vendor of fashionable shoes.

adidas: Don't pander to your audience; test them.

This case study describes how Adidas, the sportswear brand, launched a club shirt for UK football team Chelsea FC with a social media-driven campaign that focused on fans' loyalty, with zero paid-for media.

Reinforcing Adidas Originals as the pioneering sportswear brand for the street in Greater China and deliver record business return

This case study shows how adidas Originals, a Chinese sportswear brand, went used a campaign that went against cultural norms and increased sales and brand perception.

Latest articles

Too much genius not enough wisdom: It's all becoming qualitative nowadays

This paper explains how qualitative research has become a methodological asset that allows a better understanding of customer engagement, how it is evolving and how it can be applied to increase growth.

Adstats: Clothing and accessories adspend

This article details global adspend in clothing and accessories, which declined by 0.3% to reach $2.4bn in Q1 2015.

How Nike leverages connectivity to build relationships beyond shoes

This event report gives insight into how Nike has changed its brand marketing, and focused on relationships with customers as a service provider.

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