There are many ways #fashion brands are looking to expand their marketing outside of the digital world, but out-of-home advertising isn’t one of them. According to a survey conducted by Glossy and Modern Retail of around 60 fashion brands, IRL #events are the No. 1 form of advertising that brands are focusing on this year. Sixty-three percent of brands surveyed said events are an area of increased investment this fall. Comparatively, the next most popular areas of investment are direct mail and print media at 37% and 39%, respectively. Print media was described as ads in magazines and newspapers. One area that isn’t in focus for brands, however, is out-of-home advertising. Only 29% of surveyed brands said they’re investing in out-of-home. That data is backed up by other reports, like a July analysis from EMARKETER that found out-of-home was making up only 2% of total ad spend across the industry and would likely continue to decline. #advertising Read more: https://lnkd.in/e-qateUG
About us
Glossy is a daily publication exploring the intersection of fashion, luxury and technology. Launched in 2016 by Digiday Media, Glossy covers this intersection with sophistication, depth and honesty -- and a bit of fun. Digital is the impetus behind almost every decision right now: With online sales of luxury goods growing four times faster than offline, where brands spend their money and their resources has shifted as well, and Glossy will be covering it every step of the way.
- Website
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http://glossy.co/
External link for Glossy
- Industry
- Business Content
- Company size
- 51-200 employees
- Headquarters
- New York City, NY
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- 2016
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- Beauty
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26 Mercer Street
New York City, NY 10013, US
Employees at Glossy
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Tony Case
Journalist
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Lexy Lebsack
West Coast correspondent @ Glossy.co | Award-Winning Reporter, Editor & Host
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Sara Spruch-Feiner
Senior Reporter at Glossy
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Zofia Zwieglinska
Zofia Zwieglinska is an Influencer International Fashion Reporter at Glossy | LinkedIn Top Voice for Fashion & Beauty 2022 | Speaker on fashion sustainability, innovation and web3
Updates
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In a move to create more robust #wellness offerings at lululemon, the brand has expanded its membership program to include outside fitness and wellness brands. The brand has expanded the program with the introduction of wellness- and wellbeing-focused “Partner Perks,” which launched in August. With the new initiative, #Lululemon is leaning more heavily into the category by “providing guests with special access to wellness perks from a collective of like-minded brands,” according to a company statement. New and existing consumers will have access to the perks under the #membershipprogram, which will remain free to join.
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In this edition of the Glossy+ Research Briefing, we analyze McKinsey & Company’s latest consumer sentiment report that covers trends in consumer behavior and optimism toward current U.S. economic conditions.
Research Briefing: Gen Zers, millennials report higher optimism about U.S. economy
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It’s unsurprising that the most popular beauty and wellness brands today are also some of the best at creating dynamic visuals that win social media likes and drive sales conversions. How top brands are accomplishing this, however, is more bespoke, with one strategy gaining popularity across the industry: operating an in-house content or creative studio. “The initial concept [when we opened the studio in March 2021 was to create] a place to inspire, create, and actually film content for campaigns and whatnot,” Kelly Coller, CMO of Haus Labs, told Glossy. “We wanted to have more of an open studio space where creators could come and use the studio at any time. So that’s a lovely idea that we still celebrate, but today we use it in more ways.”
In-house content studios are giving Sephora, Haus Labs and Beachwaver a competitive edge
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Moon Boot is coming down to earth. On Tuesday, the Italian brand which has focused on snow boots for the last 55 years, announced a sneaker style dubbed the Park. It’s among the first moves in a grand brand makeover that kicked off in 2020 and centers on reaching Gen Z. “We want to see the Park on 14-year-olds going to school, and if they have cool parents, on their parents, too,” said Allegra Benini, the brand’s head of marketing.
How Moon Boot became a luxury brand
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Revolve Group is betting big on AI to push boundaries in the e-commerce space. With the launch this year of its internally developed AI search algorithm, the fashion-forward retail company is already seeing significant gains in customer engagement, conversion and efficiency on its FWRD platform. And they’re not stopping there.
Why Revolve’s AI-powered search is a game-changer for the business
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Started in Brazil 22 years ago by creative director Patricia Bonaldi, PatBO expanded to the U.S. in 2017 and has since hit its stride in the states. For example, to answer demand, it opened a store in Miami earlier this year. Ahead of the brand’s September 10 runway show at New York Fashion Week, Bonadi joined the Glossy Podcast to discuss Patbo’s growth, as well as the strategies that are working to its advantage. For example, it’s leaned into its customers’ demand for runway pieces, marketing them as such and selling select styles in its stores. And it’s maintained its product focus on handwork and craftsmanship, whether or not the look fits the vibe of the moment. “By looking at how others work, you lose yourself,” Bonaldi said. “I care about consistency and evolution, not [industry] trends.” Bonadi also discussed how Patbo’s business is faring as traveling and going out — two events for which #Patbo styles seem made — have held steady as choice pastimes. #NYFW 𝘛𝘩𝘳𝘰𝘶𝘨𝘩𝘰𝘶𝘵 𝘕𝘦𝘸 𝘠𝘰𝘳𝘬 𝘍𝘢𝘴𝘩𝘪𝘰𝘯 𝘞𝘦𝘦𝘬, 𝘧𝘳𝘰𝘮 𝘚𝘦𝘱𝘵𝘦𝘮𝘣𝘦𝘳 6-11, 𝘤𝘩𝘦𝘤𝘬 𝘣𝘢𝘤𝘬 𝘧𝘰𝘳 𝘮𝘰𝘳𝘦 𝘥𝘢𝘪𝘭𝘺 𝘱𝘰𝘥𝘤𝘢𝘴𝘵 𝘦𝘱𝘪𝘴𝘰𝘥𝘦𝘴 𝘧𝘦𝘢𝘵𝘶𝘳𝘪𝘯𝘨 𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘵𝘪𝘢𝘭 𝘧𝘢𝘴𝘩𝘪𝘰𝘯 𝘪𝘯𝘴𝘪𝘥𝘦𝘳𝘴, 𝘧𝘳𝘰𝘮 𝘦𝘥𝘪𝘵𝘰𝘳𝘴 𝘵𝘰 𝘥𝘦𝘴𝘪𝘨𝘯𝘦𝘳𝘴.
Patbo’s Patricia Bonaldi: ‘I care about consistency and evolution, not trends’
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Situated atop an Italian restaurant on NYC’s bustling 23rd Street in Flatiron is Sama, a dental practice that opened to the public this week and integrates #wellness with oral care. “The mouth is the second largest cause of inflammation in the entire body, besides the gut,” said Dr. Jaskaren Randhawa DMD, MPH, Sama founder and board-certified dentist, regarding her inspiration for the company. “That’s why interdisciplinary disciplinary care and wellness is important to me. The oral cavity is the gateway to the body.” Story by Tatiana Pile
One-stop shop: How Botox and fillers made their way to the dentist's office
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Alo Yoga is introducing its second shoe and its first foray into true performance-based footwear: a running sneaker. “The way the Runner is engineered is to keep you running on your toes, which is the proper way to run,” said Summer Nacewicz, Alo’s evp of marketing and creative. “When you put them on, it changes your posture and tilts you forward. And as you run, it makes it easy to keep proper form.” According to the brand, the style is made with 70% recyclable materials. #alo
Alo debuts its first running shoe, the Alo Runner
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On Thursday, West Elm debuted a collection of children’s home furnishings and decor created in collaboration with Instagram head of fashion partnerships Eva Chen. West Elm Kids is “an exciting growth opportunity for West Elm,” the company’s president, Day Kornbluth, told Glossy in 2023. Since launching in 2021, West Elm Kids has debuted several collaborations, including with Pottery Barn Kids, National Geographic and fashion designer Joseph Altuzarra. Kornbluth said West Elm has specifically sought out collaborators who are style authorities with small children. For her part, Chen has three kids under the age of 10. Story by Jill Manoff
Inside Eva Chen’s Instagram-influenced West Elm collaboration
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