Apparel & Accessories

Marketing clothes, shoes and accessories

Articles and cases by category:
Clothing, apparel
Personal accessories

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.

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

This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.

Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian female fashion brand Marisa engaged the male consumer market with its irreverent Strip Commerce ad.

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.

Low Lai Chow, Event Reports, Qualitative 360, October 2014

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe.

Lars Samuelsen, Charlotte Porsager and Matthew Gladstone, Institute of Practitioners in Advertising, Gold, Multi Market, IPA Effectiveness Awards, 2014

This case study demonstrates how ONLY, the international fashion brand from Denmark, used an interactive online film to reverse declining sales and reconnect with fashion shoppers.



Apparel & Accessories

Warc's pick of the most effective fashion case studies


Hema: Mega Push Up Bra

IMC Grand Prix winner uses shock tactics for PR


Inspiring a brand to act

How Levi Strauss achieved a new 'brand vision'


Puma: The Joy of Sport

A global campaign leveraging a sports brand's heritage


Fashion Goes Social

How social media is changing the face of fashion retail