Clothing & accessories

Article • Euromonitor Strategy Briefings, April 2018

A regional overview of womenswear in Western Europe, with an analysis of key companies and brands and forecast projections for the future of the category.

What’s working in clothing & apparel

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the clothing and apparel industry.

The Magical Body Mirror: Linking personality, clothing preference and nonverbal cues to understand decision-making

Research Paper • Alejandro Salgado-Montejo, Ana María Moreno, Rodrigo Salgado, Daniela Greiffenstein and Jorge Alvarado, ESOMAR, Fusion, 2018

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Red Wing Shoes strides forward in the e-commerce space

Article • Mary Connors, Event Reports, B2B Next, September 2018

Selling in e-commerce to top corporate officers while navigating the complexities of channel disputes and incentive alignment are the two top challenges B2B digital executives face.

Lacoste: life as a sport and fashion brand

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

Fashion brand Lacoste is intimately bound up with sports, tennis and golf in particular, reflecting the background of its founder, but its marketing approach to these sports differs.

Raymond 2.0: Metamorphosing the Complete Man

Case Study • Vanadana Ramkrishna, Vanita Keswani, Arpit Dwivedi, WARC Prize for Asian Strategy, Entrant, 2018

Raymond, a leader in the Indian garment industry, used a multi-channel approach to introduce a technologically advanced fabric and improve its position in the consumer consideration set.

Levi Strauss & Co. draws on its history to take a stand on guns

Article • Anne Field, ANA Magazine, ANA Magazine, October 2018

Levi Strauss & Co., a clothing company, quietly announces its measures to address gun safety in the US.

The changing tastes reshaping China's lingerie market

News • 11 September 2018

BEIJING: Comfort is winning over sex appeal in China’s bra market as women are increasingly choosing wireless, more comfortable bras as part of a shift that could affect the global market.

ThirdLove disrupts the bra category with data

News • 23 August 2018

NEW YORK: ThirdLove, the e-commerce company, is tapping the power of digital data as it strives to fundamentally transform the bra category.

Anti-fashion: How Birkenstocks became cool

News • 22 August 2018

DRESDEN: Birkenstocks, epitomised by the classic two-strap Arizona sandal, are a case study in function over form, durability over relevance, and singular vision over collaboration, according to a new interview with the company’s CEO.

UNTUCKit refines its TV measurement model

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

ThirdLove: A bra brand built on 600 million datapoints

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Burberry Group (Luxury goods)

Article • Euromonitor Profiles, July, 2018

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Rebecca Minkoff’s one-of-a-kind digital fashion style

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

'Unified commerce' pays off for Cue Clothing

News • 17 July 2018

SYDNEY: Cue Clothing, the fashion retailer, claims to be a leader in omnichannel shopping in Australia and New Zealand, thanks to its development of a unique retail ecosystem that caters not only to the needs of customers but also in-store staff.

Levi's balances old and new

News • 06 July 2018

NEW YORK: Successfully balancing the old and the new has helped Levi Strauss turn around an erratic financial performance, according to the apparel brand’s chief executive officer.

Diesel: DEISEL - Go With The Fake by Publicis

Gunn Report • Gunn Insights, July 2018

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

Canada Goose: Out There

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Fabindia taps data to triple growth

News • 28 May 2018

NEW DELHI: Fabindia, a leading craft retailer, is aiming to triple its growth over the next five years by tapping into data, and in particular what consumers are saying about it.

Bench celebrates Overseas Filipino Workers (OFW) Month

Case Study • AME Awards, Finalist, 2018

Bench, the Philippines' largest apparel brand, launched the Overseas Filipino Workers Month campaign in the Philippines to increase brand relevance.

Timberland: It’s Really Teeboolang

Case Study • AME Awards, Gold, 2018

Timberland, a manufacturer and retailer of outdoors wear, increased its sales and reconnected with Asian consumers by rebranding itself as Teeboolang in China and creating a campaign video for its classic yellow boots.

How Tommy Hilfiger chose consumers over fashionistas

Article • Sam Peña-Taylor, Event Reports, World Retail Congress, April 2018

US fashion brand Tommy Hilfiger moved away from the 18-month runway to shop floor model to create an instantly shoppable experience, finding on the way an organisational need to repurpose.

Don’t buy our brand

Opinion • Lucy Aitken, May 2018

Heineken, Patagonia, and Nestle have all told their customers - against all marketing instincts - to not buy their brands.

Fashion brands diversify into digital

News • 13 April 2018

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 ...

Digital brand building: What fashion brands must know

Article • Low Lai Chow, WARC Exclusive, April, 2018

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