This year saw marketers return the familiar alongside pressures to diversify their channel mixes. As pandemic restrictions eased, experiential marketing returned in full force as brands once again took advantage of fashion-favorite events like Coachella and the Met Gala. But new obstacles appeared on social mediawhile ad rates rose even as platforms like Facebook and Twitter faced with sales declines and layoffss.
It wasn’t all bad news online: TikTok’s never-ending trend cycle provided inspiration for both products and campaigns. Brands also found success with provocative viral stunts and adopting fashion’s favorite new color, hot pink.
Marketers had new channels and ad formats to experiment with, such as Netflix rolled out advertisements for the first time. In the world of influencer marketing, brands found new ambassadors in unexpected places, which they leaned more heavily on influencers with “day job” or who came from previously ignored demographics (or both).
How to let customers know your brand is worth the money: As consumers tighten their belts in response to inflation and the risk of a recession, brands are looking for ways to tell consumers their products have value.
The Complete Guide to Influencer Marketing — Download the case study: As the creator space has matured, brands need to think about crafting a strategy that harnesses the full power of influencer marketing, considering everything from talent scouting to the effectiveness of metrics.
What fashion needs to know about Netflix’s new advertising layer: Being an early advertiser on the largest video streamer has its perks, but there are other factors brands should consider.
How In-Store Services Help DTC Brands Win at Brick-and-Mortar: A growing number of direct-to-consumer brands have found a winning retail formula by putting a modern spin on routine services like piercings and eye exams.
Fashion retailers are rushing to become advertising giants: As the digital advertising space faces more challenges, an opportunity has emerged for retailers to monetize their own advertising arms. But they will have to act quickly to capture a slice of the advertising market.
Why the new wave of digital brands are embracing wholesale: When even Glossier and Allbirds strike deals with multi-brand retailers, it’s clear that the do-it-yourself era is over. This is how some new brands build wholesale into their business plan from the start.
Building a DTC Challenger Brand | Download the case study: Fashion entrepreneurs need a new playbook to launch, scale and differentiate their businesses as regulation and rising costs mean performance marketing can no longer fulfill the critical role it once did for DTC brands. Finding the right positioning and capturing market share may mean going back to brand building fundamentals, as BoF profiles from Gymshark, Hodinkee and Mejuri show.
Calvin Klein’s new strategy: don’t market the dream, market what sells: As seen in the latest collaboration with the skate brand Palace, Calvin Klein focuses on highlighting the most successful categories such as denim and underwear.