Yeti Stays Cool, Brands Embed in Culture, Embrace Nostalgia, Wineries Cut Production, Lively's Brand Ambassadors, Amazon invests in SmartRent, Goodnight Sports Illustrated
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YETI Stays Cool With Customers Via Sports Sponsorships - Front Office Sports
YETI's muli-year agreement with the PGA Tour means that it now has three league partnerships - which include NASCAR and Professional Bull Riders. Widely known for their expensive yet extremely popular coolers, YETI is using sports – both mainstream and unconventional – to diversify its business portfolio. In the last three months, YETI has received an additional 1.1 million impressions through World Champion Bull Race content across PBR’s social media platforms.
Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows
Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok.
Across four days at a cramped AMC movie theater near Lincoln Center, marketers continually touted the promise of new innovations and sponsorship models on channels like esports and TikTok, while acknowledging that those emerging spaces lack some key features.
Tristan Roy, global chief operating officer of Edelman Digital, detailed at one talk how the firm's client, HP, used TikTok to market around the Coachella music festival — an event tied into culture — without coming across as intrusive.
How Custom Footwear Co. Shoes of Prey Went from Retail Success Story to Bankruptcy — The Fashion Law
In 2009, Shoes of Prey set out to create exactly what its customers wanted. In furtherance of its mission to create hand-made women's shoes customized by the customer and delivered anywhere in the world, the Santa Monica-headquartered startup raised upwards of $25 million from Nordstrom and venture
There are the environmental elements: Unlike “traditional retailers, which manufacture fixed volumes with each collection, and then “use flash sales to move stock that has gone out of fashion.” While others have relied on destruction (Burberry revealed last year that it had destroyed nearly $40 million in unsold products the year prior, a practice it has since discontinues) and/or quietly leaking products into the grey market, Shoes of Prey “wouldn’t make shoes no one needed,” and thus, rarely – if ever – faced the unpleasant reality of having to get rid of excess stock.
Turning back time: How brands tap into nostalgia to build their future
From Hostess Brands' Twinkies to B&G Foods' Green Giant vegetables, CPG companies are getting sentimental in an effort to cut marketing expenses and urge customers to open their wallets.
Lester Wilson, a professor of food science and human nutrition at Iowa State University, said it is a good move by companies to innovate with new products while at the same time keeping the original version on the market.
A PepsiCo spokesperson told Food Dive that "while we agree that Crunch has a rich history as an iconic brand with the ability to elicit emotion in the form of happy memories, the current strategy is to focus on that modern twist to connect with consumers."
Eyeing a possible recession, California wineries cut back on production - and farmers suffer
Throughout California, the wine industry is facing a major grape oversupply problem, and it could drive some farmers out of business. Is this a sign that it’s headed for an economic downturn?
“The average Pinot Noir price in Sonoma is generally around $3,600 (per ton) to $4,000, and we’re getting offers at $750,” said Barry Belli, CEO of Atlas Vineyard Management, which farms 3,000 acres of grapes in the North Coast.
Many wineries may be waiting until the very last minute to buy to get the best price, said Michael Brughelli, a consultant who represents Diamond West Farming Co. “The bottom feeders are coming into the market,” he said.
47% of Top Amazon Sellers Based in US, 38% Based in China
47% of the top Amazon.com sellers are based in the US, and 38% are based in China. Brooklyn, New York hosts the zip code with the most Amazon US-based sellers, and Shenzhen is home to a third of Chinese sellers on Amazon.
“There is a certain transformation that is going on right here,” said Rabbi Yehoshua Werde, who runs a nonprofit called Crown Heights Young Entrepreneurs.
Whenever there is an economic shift, it opens up opportunity.” Leticia Miranda of BuzzFeed News has recently covered the community of Orthodox Jews selling on Amazon .
These 28 retailers could go bankrupt in the next year
That figure is more than double Retail Dive's past watch lists, which are based on our analysis of CreditRiskMonitor data.
For about the past year and a half, Retail Dive reporters and editors have generated the list with data from CreditRiskMonitor, which has a proprietary metric (FRISK) that measures the risk of a company filing for bankruptcy within 12 months.
In the most recent suit , UMB Bank alleged the unit was moved out of the reach of lenders (in a possible default scenario) at the behest of Neiman's private equity owners to "tighten its stranglehold over the Company's creditors."
Kardashian-Jenner family launches apparel resale business
The new venture taps into a lucrative apparel trend that is growing as shoppers both look for deals and support sustainability efforts.
Kris Jenner announced the business on Sunday evening via the social media network , stating "For the first time you'll be able to shop items directly from our closets."
Handbags, denim, footwear, jackets and fine watches are the top five categories in used good sales, according to a B-Stock report emailed to Retail Dive.
How Lively Leverages Its Community Of 85,000 Brand Ambassadors
Since launching in 2016, Lively has grown a large ambassador community and now uses it for a variety of brand-facing initiatives.
LivelyBefore launching, LIVELY Founder and CEO Michelle Cordeiro Grant wanted to gather feedback about the brand she was building that would eventually offer a line of bras and bralettes.
LIVELY now uses a signup page on its website, and the application process is open to any woman aged 18 or older who is interested in joining the community, regardless of social media follower count.
‘Flatfooted’: Retailers are scrambling to prepare for CCPA | Modern Retail
California’s new data privacy regulations are set to be enacted in the coming months. Some retailers are being caught flatfooted in the race to be compliant.
According to Robert Tate, vp of sales at PossibleNow, the problem has been top of mind for most businesses since the CCPA legislation passed last year, but a crisis is still on the horizon.
“The reality is,” said Tate, “before you get to technology there are these levels of governance and operations that have to be addressed first.” Retailers will have to figure out how to make an organization-wide workflow that correctly handles and disposes of third-party data.
Amazon invests in smart apartment platform SmartRent
SmartRent, a smart home automation platform for property managers and renters, already boasts some of the biggest names in multifamily real estate among its backers. And now, the company has an eve…
SmartRent , a smart home automation platform for property managers and renters, already boasts some of the biggest names in multifamily real estate among its backers.
“The multifamily housing market has been largely overlooked when it comes to central installation and management of smart home technologies as a way to create a more modern, differentiated and safer renting experience for residents,” said Lucas Haldeman, CEO of SmartRent.
Sports Illustrated Layoffs Seen as a Digital Company Takes Over
The magazine was transferred to a new steward, Maven, and people familiar with the move said layoffs followed.
They said in a statement that the company “wants to replace top journalists in the industry with a network of Maven freelancers and bloggers, while reducing or eliminating departments that have ensured that the stories we publish and produce meet the highest standards.”
On Tuesday, in an email obtained by The New York Times, Mr. Levinsohn told the Sports Illustrated staff that Chris Stone, a 27-year veteran of the magazine and its editor in chief, would leave the publication, but was “considering an offer” from Maven.