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Clothing & accessories

Clothing & accessories is a major advertising sector, covering categories such as sportswear, personal accessories and luxury apparel. Key trends in the industry include the rise of ‘wearable’ technology and the ‘democratisation’ of luxury goods. Sportswear brands are heavy investors in sponsorship as well as advertising.

Key Reading

Important papers from across the Warc database

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 tips from the denim giant on how to build apparel brands at a time of digital disruption.
How Diesel, the Italian designer label, developed it's best-in-class Pinterest page.
The successes and failures of Google Glass, the pioneering wearable tech product.

Case Study

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study shows how Gore-Tex, a textile ingredient brand, increased brand awareness in Germany by developing a brand-owned content platform.

Case Study

This case study explains how Bijoux Indiscrets, an erotic products company, used research, a video and PR to start a conversation with Spanish women.

Case Study

This case study explains how Bonds, an underwear company, used humour to increase sales among Australian men aged 18-39.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.
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Article

As the wearable technology category gathers pace, digital research specialist Clicked uses findings from its biannual tracker to identify the trends and opportunities for brands in the category.

Article

This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Article

This event report shows how Betabrand, the startup apparel manufacturer, has built its brand through an unconventional approach to product development and marketing.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

Article

This Company Profile from Euromonitor provides key details and analysis of Under Armour. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the clothing and accessories market.
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  1. Article

    This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

  2. Article

    This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.

  3. Article

    As the wearable technology category gathers pace, digital research specialist Clicked uses findings from its biannual tracker to identify the trends and opportunities for brands in the category.

  4. Article

    This case study describes how Rip Curl, the world's leading surf brand, created a world-first waterproof GPS and surfing app to bring surfing into the connected age and improve its brand credibility.

  5. Article

    This case study describes how Under Armour, the sports apparel brand, turned around the perception of its masculine sportswear brand into a symbol of female athletic aspiration in the US.

  6. Article

    This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

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