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Houston White: Branding

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Houston White, a Black barber and designer, transformed his company from a barbershop that sells apparel into a brand that fosters cultural exploration through style.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

The North Face: 2020 reset normal campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In 2020, The North Face, an outdoor clothing brand, launched a campaign in the US to boost sales in the winter and make equity and access to exploration normal for everyone.

Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

Will Victoria’s Secret fly without its angels?

Opinion • Eva McCloskey, June 2021

Eva McCloskey, from the Academy of Interactive & Visual Arts in New York, discusses the steps being taken by Victoria’s Secret in an effort to make the lingerie brand more inclusive.

How Diesel‘s HypeRoom revolutionised B2B buying platforms

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business buyers by creating a digital showroom experience that points to an e-commerce future which feels more like a videogame.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Sport Chek: The gift you didn't get

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Sport Chek, the sport retailer, opted for a different approach to achieve sales objectives in Canada.

Sport Chek: Leveraging the love...and the hate

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Sport Chek, the sport retailer, used an innovative strategy to break through in a competitive market in Canada.

& Other Stories: Creating a full funnel impact with a long term branding concept

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

& Other Stories, the fashion brand, worked with Facebook to raise awareness of the brand in Austria.

Babyshop: Our Heartbeats

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Babyshop, the children's retailer in the UAE, used a tribute for the UAE'S 49th National Day to attract high-value Emiratis.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

ECCO: SIM

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Ecco, a footwear brand, created the social influencer matrix (SIM) in China to grow its business among consumers aged 18 – 24.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

Foot Locker: The endless world of Air Max

Case Study • WARC Awards for Effectiveness, Gold, Customer Experience, 2021

Sportswear retailer, Foot Locker, built a sneaker culture hub on Google Slides to grow revenue during a challenging retail period in the US.

Babyshop: Rephrasing Parenthood

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Gold, Collaboration & Culture, 2021

UAE children's retailer Babyshop created a new Arabic word for parenthood and, in taking a stand for Arab mothers, saw a positive influence on its brand and business too.

Babyshop: A world we deserve

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Sport Chek: Leveraging the Love…and the Hate

Rankings • WARC Media 100, 2021

Sport Chek, one of Canada's leading sports retailers, increased sales during Black Friday weekend by listening to what consumers were saying online and producing tailored offers in real-time.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Babyshop: The Gift of Mom

Rankings • WARC Effective 100, 2021

Babyshop, a children's retailer, increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates (UAE).

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points (Curated), February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Fashion counts costs of Brexit arrangements

News • 03 February 2021

Uncommonly exposed to red tape and restrictions across the English Channel, the UK’s £35 billion fashion and textile industry is feeling the effects of its situation.

Calvin Klein and Gucci find they’re winners on WeChat

News • 03 February 2021

Luxury fashion brands Calvin Klein and Gucci are using WeChat ahead of Chinese New Year and their activity is paying off.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.