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NEW YORK: Ownership may be going out of fashion, as a brand set up eight years ago to rent out formal women’s wear now eyes more customers, and is trialling a method of encouraging consumers to use rented clothes more often.

News

HONG KONG/NEW YORK: Western luxury and fashion brands seeking to extend their reach in China must make their presence felt on Chinese social media platforms if they are to find success, according to a specialist industry insights firm.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Case Study

This campaign explains how Levi's, a fashion brand, engaged with Chinese youths by inspiring them to create their own version of the Levi's 'We Are Original' campaign.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

Case Study

This case study details how Nike, the sportswear brand, launched NBA superstar Kevin Durant's new shoes, the KD9s, in China by inviting NBA2K (an online video game) players to compete for the chance to represent China against Kevin himself.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Case Study

This case study explains how Under Armour, an American sportswear brand, cemented its connection to Golden State basketball player, Stephen Curry, to become a credible threat in the lucrative basketball category.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Case Study

This case study explains how Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

News

TOKYO: While eyewear remains a luxury purchase for many Asian consumers, Japanese discount retailers, including Owndays and Zoff, see an opportunity to enter the market with a streamlined model similar to that of Uniqlo.

Case Study

This case study explains how Zivame, a lingerie brand, increased sales among Indian women by developing a discreet online sales platform.

Article

This event report addresses how Under Armour, the sporting goods group, is seeking to “pivot” and become a technology company.

Case Study

This case study describes how denim brand Levi's used a multimedia approach to inspire a co-creation campaign to connect with millennials in China.

News

BANGKOK: Jim Thompson, one of the largest luxury brands in Thailand by revenue, intends to expand into Europe and other top retail destinations before making a move into the Chinese market, the company’s chief executive has revealed.

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Case Study

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

News

NEW YORK: Luxury menswear has traditionally lagged behind womenswear, but that is already beginning to change as social media platforms encourage men to try out luxury clothing in new and innovate ways, industry experts have said.

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.