Branding news and archive

Columbia unveils brand refresh celebrating “extremes of outdoor adventures”

US outdoors brand Columbia has unveiled its first major brand refresh in a decade to kickstart a new brand chapter in its nearly 90-year history with a tongue-in-cheek campaign that harkens back to the brand’s irreverent spirit of the '80s and '90s. The brand identity and campaign aim to celebrate the “extremes of outdoor adventures,” while...

Podcast

Podcast: Scaling strategies for sustainable growth

Host of the "The Fashion Brand Clinic Podcast," Elizabeth Stiles, welcomes listeners back for Season 3 and announces the podcast is now also available on YouTube. This solo episode will explore the critical mindset adjustments and strategic pivots necessary for fashion brands that have reached six figures and are prepared to scale sustainably,...

Featured

Fashion

Camperlab reinforces independence with new visual identity ahead of Paris Fashion Week debut

Madrid - Camperlab is asserting its distinct identity, separate from its parent company, Spanish footwear specialist Camper, through a refreshed visual identity. This rebranding coincides with Camperlab's much-anticipated presentation at the upcoming Paris Men’s Fashion Week. Camper's management has been strategically developing Camperlab,...

Fashion

These are the most frequently misspelled fashion brands

Fjällräven, Givenchy and Hermes have one thing in common - they are brand names that are neither easy to pronounce nor to write. The latter can be a hindrance when searching for a specific fashion brand online. The digital wholesale platform Joor wanted to find out more and investigated the 15 most frequently misspelled names of fashion brands...

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People

Lids appoints Ariel Sandler to lead the branding department

Sports retailer Lids has appointed Ariel Sandler as its head of brand and collaborations. Sandler, who has previously helped lead brand and marketing efforts for the NBA, New Era and StockX, will be responsible for leading Lids’ new branding department across partnerships, activations, and brand development. Commenting on her new role, Sandler...

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Business

Content Marketing for Luxury Fashion: Content Snacking

In much the same way that food snacks provide us instant gratification to a lavish spread, such is the case with content snacking compared to traditional marketing” states Schanel Bakkouche, founder of SFB Creative as well as an editor and stylist for Vogue Publications. She points to Twitter as the perfect example of content snacking,...

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Podcast

Podcast: Conversation with Schanel Bakkouche, Content Snacking

In this limited series, featuring Schanel Bakkouche, editor and stylist at Vogue International Publications and founder and creative director at the advertising agency, SFB Creative, we discuss the strategies luxury fashion brands employ to engage current customers and to attract a new clientele. Part 2: Content Snacking.

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Business

Are Fashion Collaborations Successful?

On the surface, fashion collaborations might seem like an exciting way to generate new business and overall sales performance. Whether the collaboration is relatively obvious, such as Gucci and Adidas, or more surprising, such as Crocs and Balenciaga or Alexander McQueen and Target, they certainly create interest and engagement, typically in...

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Podcast

Podcast: Are Fashion Collaborations Successful?

In this episode, “Are Fashion Collaborations Successful?,” we question the reasoning for and efficacy of collaborations for luxury brands, and if they signal an issue around relevance.

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Business

Content Marketing for Luxury Fashion

Content marketing is a buzzword within the marketing world, with social media as it’s foundation. It is becoming of increasing importance in the area of luxury fashion, as brands compete for new customers in a global market. In the past, luxury fashion companies were hyper focused on their key customer–a small sliver in the larger market. But...

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Podcast

Conversation with Schanel Bakkouche, Content Marketing for Luxury Fashion

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Business

The Rise of Mass Luxury

Ask an average consumer what luxury fashion is, and they’ll likely respond with well-known brand names such as Gucci, Yves St. Laurent and Louis Vuitton. But what makes these brands luxury? Well, that question is a bit harder to answer and elicits a wider range of responses: quality, craftsmanship, high price, exclusive, made in France, made in...