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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 how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

Case Study

This case study explains how sports brand adidas deepened engagement and brand loyalty among young, male football enthusiasts aged 14-25 in Moscow, Russia.

Case Study

This case study describes how Canada Goose, a clothing manufacturer, launched its first global advertising campaign through a short film.

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

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.

Article

This event report outlines how Russell Athletic, the sporting apparel brand, found success by flipping traditional category conventions.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

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

    This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

  2. Article

    This case study details a campaign from adidas, the German sportswear brand, to make their 45 year-old original shoe into the superstar of 2015 by putting a new angle on celebrity culture.

  3. 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.

  4. 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'.

  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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