Marketing news and archive

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

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Retail

Becoming entertainment: the future of fashion retail branding

We live in a time of overwhelming brand messaging, where even individuals carefully curate their own brands, and traditional communication finds it hard to cut through. This noise has awakened an exciting shift: brands are moving away from traditional advertising and embracing a new brand-entertainment hybrid that is delivering clear stand out....

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Fashion |Opinion

Small batch, big numbers: When fashion marketing meets production reality

In fashion, moments of unintended transparency, a back-end inventory number accidentally exposed, a production document leaked, a “limited” capsule that seems available forever, often illuminate the gap between how brands describe themselves and how they actually operate. These moments are revealing not because they expose wrongdoing, but...

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Fashion

Louis Vuitton marks 130 years of its Monogram with heritage-led collections

As luxury brands continue to invest in recognisable visual codes, few symbols illustrate the power of branding as clearly as the Louis Vuitton Monogram. Created in 1896 by Georges Vuitton in tribute to his father, Louis Vuitton, the canvas marks its 130th anniversary in 2026. To coincide with the milestone, the French luxury house is launching a...

Fashion

Entertainment first: Intimissimi becomes the new star brand of Emily in Paris

In 2024, the fourth season of Netflix's hit series Emily in Paris revolutionised product placement strategy by fully integrating brands into its storyline. In 2025, the brand Intimissimi (Oniverse group) has secured a prime role in the fifth season, which was unveiled this Thursday, December 18. Storyline In the third episode of the new season,...

People

Future and Louis Vuitton: luxury's recognition of contemporary rap

Rapper Future has been named a “Friend of the House” for luxury brand Louis Vuitton. Future, whose real name is Nayvadius Wilburn, is an American rapper, singer, songwriter and producer. He was born in 1983 in Atlanta, Georgia, US. At the 2025 Met Gala, themed “Superfine: Tailoring Black Style”, Future was dressed in Louis Vuitton. He also...

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Business

Influencers as KPIs: In 2026, brands will demand marketing, not promises

Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy. Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek...

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Retail|Report

6 Takeaways for Retailers to Achieve a Winning Holiday Season

The kick-off for the holiday shopping season has begun, with Black Friday well underway and Cyber Monday just around the corner. As shoppers across the nation get into the festive season and begin the hunt for the perfect gifts for their loved ones, one key message emerges. While it’s not secret that shoppers receive countless marketing...

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Business

Kantar report: AI, retail media and 'treatonomics' to reshape fashion in 2026

As 2026 approaches, fashion is entering a new strategic cycle. The Kantar Marketing Trends 2026 report outlines its key features: the rise of AI agents; the structural transformation of retail; a revolution in creativity; cultural fragmentation; and the emergence of micro-communities. These forces are profoundly transforming how brands emerge,...

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Business

Fashion shifts away from hype as consumers demand authenticity

Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...

Featured

Fashion

Under new direction: SS26 sets new standards on social media

The true success of a designer's debut can often only be measured in the third season, once the first collection has arrived in boutiques. However, subtle signs can be detected beforehand, indicating whether a fashion house has captured the zeitgeist with its choice of a new creative director. Rarely has the anticipation been as high as it was...

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Business

AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey

Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...