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News

SYDNEY: To truly understand your brand’s customers, you have to understand yourself, according to the chief marketing officer of Australian online fashion retailer The Iconic.

Article

A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.

Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

News

ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

News

STOCKHOLM: H&M, the fashion retailer, has warned of further price cuts to shift unsold stock in response to a 61% drop in Q1 operating profits, prompting the question as to whether the problem lies with the fast-fashion model or the brand ...

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Case Study

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Gunn Report

Contains the creative for the 'End The Silence' campaign for La Sirena by the agency OMD in Dominican Republic.

Gunn Report

Contains the creative for the 'Sport Chek - The Fastest Olympic Campaign!' campaign for Sport Chek by the agency Touché PHD! in Canada.

Gunn Report

Contains the creative for the 'Love Mrs Claus' campaign for Marks & Spencer by the agency Mindshare in the UK.

Gunn Report

Contains the creative for the 'The Fashion Mag Hijack' campaign for Stylight & Shazam by the agency Mediaplus in Germany.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

Article

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.