RealReal Partners with Burberry, Trolling Marketing Strategy, Netflix vs. Disney, Everything is Private Equity, Online Treasure Hunts
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Customers who consign Burberry pieces to The RealReal are now being offered “an exclusive personal shopping experience in select Burberry stores across the U.S.” in furtherance of an effort between the two companies to “encourage customers to extend the life of their products through resale.” San Fr
Those lawsuits – which are currently underway in federal court in New York and which join a larger pattern by Chanel of taking on resellers over the years – shed light on the still-largely-unsettled relationship between resale companies and luxury brands, the latter of which are firmly accustomed to enjoying strict control over how and where their products are sold.
To this day, Chanel, for instance, does not make its garments or handbags available to consumers by way of e-commcerce, while LVMH Moët Hennessy Louis Vuitton-owned Celine introduced its first e-commcerce venture last year.
How Brands Turned Trolling Into a Marketing Strategy
We were once responsible for describing our own tastes, which meant we sometimes lied about them. At the very least, we had strategically…
Another, gracing the side of Manhattan’s Port Authority, where millions must have read it: “Dear person who played ‘Sorry’ 42 times on Valentine’s Day: What did you do?” Who knows if the anonymously burned parties ever saw the signs, but if so, they probably started investing in a vinyl collection.
Whether it’s asking you to celebrate a “friendaversary” with someone you haven’t spoken to since a falling out or bumping a somber status on the death of a loved one via the “ On This Day ” feature, the social network can’t stop rehashing all the stuff we’d rather forget.
Streamers go to war over marketing
As streaming becomes more crowded and competitive, some content providers are playing hardball.
Why it matters: TV networks, hardware companies and telecom giants control access to some of the biggest audiences for new products, but they want to use that reach to benefit their own streaming offerings and stymie the competition.
Streamers collectively spend billions of dollars marketing their services across all sorts of media, including digital, television, podcasts and billboards.
What electronic games can teach us
Digital play can enhance certain types of learning, but how to harness that potential for the classroom remains a prize question
“Both of these games make students practice really important executive function skills that some kids didn’t fully develop in early childhood,” Plass says.
Although this research is still evolving, I’m reassured about my own kids’ ever-increasing requests for screen time — especially when they beg to play games designed to help them master math.
Inside McKinsey's future of retail incubator – Glossy
Bringing new technology into retail can be costly, for both young brands testing physical retail for the first time and more established retailers. On Sept. 26, McKinsey & Company opened a retail concept space in the Mall of America to help brands learn what technology could improve their in-store shopping experience.
“Should it be successful, the benefits of this approach mean better research and insights into what consumers really want in their shopping experiences,” said Dave Meeker, chief innovation officer at ad agency Isobar U.S. “This will help provide a better understanding on what the customers really want.
When customers tap their phones against a hotspot, without downloading any app or opening a web browser, the technology takes them to that product on the brand’s website.
Everything Is Private Equity Now
Spurred by cheap loans and investors desperate to boost returns, buyout firms roam every corner of the corporate world. Private equity managers won the financial crisis. A decade since the world economy almost came apart, big banks are more heavily regulated and scrutinized.
The ever-expanding role of the fashion stylist
Stylists used to just concentrate on the eight to 10 minutes on the runway, but now brands are looking to them for creative direction and design as well. Vogue Business reports on their evolving influence.
Amanda Harlech was Karl Lagerfeld's sounding board and confidant, while superstar stylist Katie Grand, founder and editor-in-chief of Love magazine, plays an essential role in Marc Jacobs's creative process, having worked with him since 2004 at Louis Vuitton.
Grand’s influence at Marc Jacobs spans the full year, touching on everything from the runway shows to accessories to creative direction of all fashion and beauty campaigns.
What's eating the casual dining sector?
The UK’s food and beverage sector has been rocked by numerous closures this year. EG takes a looks at what is causing the problems
More than 150 units are set to become vacant by the anticipated closures of Jamie’s Italian, Byron Burger, Carluccio’s, Prezzo, Chimichanga and Strada.
Register now and read two complimentary EG articles in full every week and discover why EG’s trusted real estate intelligence is essential for your business
Gaming App Strategies To Achieve Growth Counter Rising Acquisition Costs
By all counts, the mobile gaming app market has never been healthier. But new data suggests the players are also getting choosier. It takes more than great game mechanics to attract and keep big spenders in the game. These experts weigh in on what it takes to turns players into payers.
Robust growth is also the reward for marketers that explore opportunities outside the U.S. Liftoff reports countries including Brazil, Germany, Japan, Russia and the U.K. offer more than bargain prices.
Chasing repeat wins is a loser’s game, which is why smart marketers must mix it up and shift strategies to take advantage of new partners and fresh approaches, Ji explains.
How Lowe’s is using YouTube | Modern Retail
As a traditional brick-and-mortar retailer, Lowe’s doesn’t solely rely on digital marketing channels to raise brand awareness — it’s also looking to drive them more of its existing customers into…
The home improvement retailer typically publishes about two videos to its YouTube channel each week, and maps out a content plan on a quarterly basis.
In addition to average view time, Lowe’s also looks at how many viewers post about their results in the comments section in order to figure out how many people watched the videos all the way through.
Nivea ups digital ad spend 250% for new campaign – Glossy
Rethink Soft, which began Thursday, Oct. 4, is meant to challenge the notion that the term “soft” is a pejorative connoting weakness. Within the beauty industry, indie brands have been the groundswell for hot issues like diversity and inclusivity and conglomerate-owned brands have started to integrate more progressive ideas around corporate social responsibility to keep up.
Nivea itself faced backlash recently when news surfaced in July that a homophobic remark was made during a conference call with advertising agency FCB, which will reportedly not renew a contract with the brand when it expires at the end of the year.
“As to the allegations made, Nivea appreciates and respects individuality and inclusion as important parts of our culture, and we believe our marketing and outreach to influencers has reflected this,” the statement said.
The “treasure hunt” shopping experience that’s been popularized in outlet and off-price stores has historically been difficult to recreate online. But as more people general are doing their shopping…
Simon Property Group CEO David Simon told Fortune that, “we know our outlets are going to continue to thrive, but the reality is that some element of that will go online.” Even TJX Companies, which still describes its e-commerce sales as “ incremental,” finally got around to creating an e-commerce site for Marshall’s, as CEO Ernie Herrman said he sees e-commerce as a way to bring in new shoppers.
So far, Simon has signed up about 26 vendors for its outlet site, including 7 For All Mankind, Aéropostale, Vince and Cole Haan, who are responsible for fulfilling and shipping orders.