Arjun Kapadia’s Post

What do you do when you're the new and unknown kid (brand) on the block and want to be seen amongst the big names? You creatively associate yourself with them, like Tommy Hilfiger did in the '80s, when it was fledgling brand. It took a prominent hoarding and ran ads that *humbly* referred to itself as "the least known of the 4 great American designers for men". And in doing so, placed itself on a list that included Ralph Lauren, Perry Ellis and Calvin Klein, the 3 big names in men's fashion at the time. Smart thinking, don't you think? Apart from the classic "We try harder" campaign by Avis, have you come across other challenger brands that have used advertising creatively to be considered alongside the leader brands? Is yours a challenger brand? Are you wondering how to heighten its awareness against its better known competition? Talk to me, and I'll tell you how.

What can we learn from H&M’s recent moves toward the middle tier? The fashion giant’s rebrand for Fall 2024 showcases its ambition to deliver elevated collections that cater to a higher class of customers. This shift is part of a broader strategy to position H&M as a middle-tier brand that offers quality, style and authenticity at accessible prices, without compromising on #craftsmanship. With a focus on rich, timeless pieces and collaborations with cultural icons like Charli XCX, H&M is making strides to become more than a fast-fashion brand. #Retailers looking to learn from H&M's strategy should focus on these key takeaways: 1️⃣ Clearly Define Your Market: H&M is moving beyond mass-market appeal to carve out a niche in the middle-tier fashion space. Retailers can learn the importance of clearly identifying their target demographic and emphasizing what differentiates them from competitors. 2️⃣ Leverage Affiliates for Authenticity: By tapping celebrities like Charli XCX, H&M adds both aspirational appeal and a sense of #authenticity. Strategic partnerships with the right figures can enhance brand credibility while resonating with consumers. 3️⃣ Prioritize Quality: In their latest collection, H&M emphasizes the importance of quality materials and construction, ensuring their products meet the expectations of a more sophisticated market. For retailers, maintaining a high standard of #ProductQuality is essential when aiming to attract discerning buyers. At Green Retail Consulting, we help retailers navigate these shifts, from redefining market positioning to optimizing product offerings. Reach out to discover how we can support your business in developing strategies that align with these trends and elevate your brand in a competitive market. https://lnkd.in/g7QW_QZr #RetailStrategy #BrandRepositioning #ConsumerEngagement

It's been fantastic to work with the fabulous Lauren Sherman and Alexandra Bigler at Puck on our latest partnership report release; Voices of Fashion 🚀 We know that the Media is king, but standing out from the crowd in today's market depends on strategies that extend beyond conventional Media Voice dominance. It's a cross-Voice approach that will drive real viral moments, and viral moments in turn real relevancy. Here's a glimpse of the key takeaways: - The Fashion industry soared to a phenomenal $64.3B in Media Impact Value™, marking a stellar +24% YoY surge. - From Beyoncé's $54M+ Renaissance tour MIV® to the presence of athletes like Lewis Hamilton at the 2023 Paris Menswear shows, influential figures are reshaping fashion and gaining exposure. - 2023 brought transformative Creative Director appointments, such as Pharrell Williams at Louis Vuitton, driving $38.1M in MIV® with Media Voice outperforming 6x. - Unexpected collaborations and nostalgic dives are making waves. Think iconic partnerships like Barbie, revealing how brands revive nostalgia to captivate diverse audiences. - Localized Strategies Matter: In a global economy, aligning with local cultures is crucial. Brands should tailor messaging and strategies to connect on a more localized level. When it comes to brand performance strategy, it's not one to miss. Take a look! https://lnkd.in/ezpRyTT2  #FashionInsights #fashion #luxury #brandperformance #analytics

Over the years, I worked with over 40+ high fashion luxury brands like True Religion, 7 For All Mankind, NYDJ Apparel, LLC, and Hudson Jeans many more. One thing I've learnt from working with brand and marketing leaders in high fashion? Branding plays an important role then, and it continues to be a pillar today. The difference is in how branding is executed today through new channels, creative excellence, and audience segments. Sounds easier than it is -- but high fashion is an industry that continues to push the limits of creative marketing. Today, the team at FMDM is leveraging those learnings as we work with new high fashion brands that are looking to impact culture and win hearts. If you brand needs an agency that understands culture, fashion, and audience, let's have a conversation. #highfashion #creativeagency #digitalagency #fashionmarketing

Part 8 - 🔥 Exploring the Ensnaring Sin of Envy: Temptation in the Modern Marketplace 🔥 As we near the conclusion of our sin-inspired exploration, let's unravel the intricate web of envy woven within the fabric of consumerism. Join me as we delve into the allure of comparison and prestige across various sectors of the business world, reflecting on the implications of unchecked desire and emulation. 🔍 **Credit Providers: Accessing the Illusion of Affluence** - The ease with which credit providers grant access to premium items serves as a tantalizing invitation to indulge in envy. As consumers covet possessions beyond their financial reality, the allure of instant gratification intertwines with the desire for status, perpetuating a cycle of discontentment and yearning. 🏷️ **Branding and Segmentation: The Power of Prestige** - From luxury automobiles like Mercedes-Benz S-Class to lifestyle brands like Adidas Originals, envy thrives amidst the allure of branding and segmentation. The prestige associated with coveted logos and exclusive products fuels desires for emulation, driving individuals to seek validation through material possessions. 🍏 **Affordable Luxury: The Paradox of Envy** - Products like the iPhone Mini, adorned with the iconic Apple logo, exemplify the paradox of envy in the pursuit of affordability. While accessibility may be celebrated, envy simmers beneath the surface as individuals grapple with feelings of resentment towards those who possess the latest innovations, blurring the lines between desire and discontentment. 👥 **The Desire for Others' Envy: A Reflection of Pride** - In a curious manifestation of human nature, some derive satisfaction from eliciting envy in others—a phenomenon reminiscent of the sin of pride. By flaunting their acquisitions and achievements, individuals seek validation and admiration, perpetuating a cycle of comparison and competition fueled by the desire for recognition. 💼 **Businesses Profiting from Envy: Fueling the Desire for Distinction** - From premium car manufacturers to high-end fashion retailers, businesses capitalize on the sin of envy through aspirational marketing strategies. By showcasing unattainable lifestyles and coveted possessions, they perpetuate a culture of comparison and consumption, enticing consumers with promises of distinction and exclusivity. As we navigate the sin of envy in the business world, let's reflect on its insidious influence and consider the implications of our desires. Have the insights from our previous explorations been helpful in understanding the complexities of human behavior in the marketplace? Share your thoughts as we prepare for the final installment of our sin-inspired journey! 🌟 #BusinessEthics #marketing #strategy #ConsumerBehavior #EnvyInBusiness #product

Is there such a thing as a timeless brand? In a world where trends come and go, the brands that endure are those that tap into something deeper—values that transcend time and fleeting fads. Think about iconic brands like Nike, Apple, or Coca-Cola. Their designs may evolve, but their core identity remains steadfast. What’s the secret to creating a brand that stands the test of time? It’s about staying true to your essence while allowing your execution to evolve. A timeless brand knows how to adapt without losing sight of its core values. At Arthur, we work with brands to ensure that their identity is flexible enough to grow but strong enough to endure. So, here’s a question for you: What do you think makes a brand truly timeless? Drop your thoughts in the comments below! #TimelessBranding #BrandIdentity #WeAreArthur

When you’re a new seller in a highly competitive fashion market, breaking through can seem daunting. Till 1985, and no one knew  the name of Thomas Jacob Hilfiger and his fashion brand Tommy Hilfiger. The market was dominated by giants like Ralph Lauren, Perry Ellis, and Calvin Klein. Competing with these legendary brands required Big money on marketing , which Tommy, as a fledgling brand, couldn’t afford. Good news for Tonny was, he met George Lois,the "Moses of Advertising." After discussing the challenge, George proposed a strategy that was anything but conventional. Tommy initially considered traditional marketing—taking models to beaches for photo shoots—but George warned this approach would take decades to make an impact. Instead, George devised an audacious plan. They put up a massive billboard in a high-traffic area. On this billboard, they listed Ralph Lauren, Perry Ellis, Calvin Klein, and, boldly, Tommy Hilfiger under the headline: "The 4 Great American Designers for Men Are..." This provocative move drew immediate attention. Seeing the unknown Tommy Hilfiger brand alongside household names like Ralph Lauren and Calvin Klein intrigued and captivated the public. The daring strategy worked. Tommy Hilfiger quickly transformed from an obscure label into a new fashion sensation across America. Marketing Lesson: The essence of this story is the power of bold, unconventional marketing. When faced with limited resources, thinking outside the box can create a significant impact. By positioning Tommy Hilfiger alongside the top brands, George Lois leveraged curiosity and audacity to generate buzz and establish credibility. This approach highlights the importance of differentiation and the impact of a well-executed, daring strategy in making a lasting impression in a crowded market. #Marketing #branding #Brandstory #TommyHilfiger #Superbrand #Contentwriting

Brand collaborations aren’t new, but they are becoming more creative. From the unexpected brand partnership of Mattel and Heinz’s “Barbiecue” sauce to Fendi’s luxury apparel with Pokémon and FRGMT, novel pairings have become more prevalent. In our latest blog we explore the implications of character licensors venturing into new consumer categories and the rising complexity it brings. How do characters connect with followers?  How are licensors broadening their appeal?  Where are character brands going next? Although collaborations give character brands room to expand, navigating unknown product areas can bring challenges. Learn more about how growing brands can cope: https://lnkd.in/e6TdCiZm  

🎨 Slide into a More Creative Outlook 🎨 Taking inspiration from Louboutin’s 'Pool' at Paris Fashion Week, it’s clear that creativity can set brands apart. The iconic brand, known for its red-soled shoes, has made a lasting impression. Its success goes beyond mere style, showing how creativity can drive business growth and set a brand apart in a crowded market 👠 Whether you're in fashion, tech, or any industry, creativity drives growth and gets you noticed. Want to inject some of that creative thinking into your strategy? 💡 Book a Creative Strategy call today and start unlocking fresh ideas, sharpening your messaging, and driving growth with innovative, results-driven approaches tailored to your brand 👉 https://lnkd.in/ehc2KGdX Read the full blog here 👉 https://lnkd.in/eMgBaKqY #CreativeStrategy #BrandGrowth #Louboutin #MarketingTips #OSERBlogs #CreativeBranding #Creativity #BrandExpression #MarketingAgency

Gap 's turnaround is a Masterclass. WHAT #Fashion #Brands #Retail can Learn From Gap !! A Creative Look at Gap's Revival !! #Gap. The name conjures images of khaki purgatory, a place where all clothes looked vaguely similar. But Gap's story isn't over. It's a tale of a brand on the brink, saved by a potent blend of nostalgia, #innovation, and a renewed #connection , #Cultural Relevance with its audience. The Fall: Losing the Gap Between #Customer and Brand Gap strayed from its core identity. The brand that once offered casual, all-American style became a victim of fast fashion trends. The quality dipped, and the concept felt tired. Customers, hungry for something fresh, drifted away. Gap became a khaki ghost haunting shopping malls. The Resurrection: Rekindling the Flame of Individuality The turnaround wasn't magic. It was a strategic shift. Gap embraced its heritage. They understood the power of nostalgia, reintroducing classic styles with a modern twist. Think "Dad jeans" done chic. Innovation became a mantra. #Collaborations with fashion houses and young designers injected a shot of excitement. Gap stores transformed, becoming curated spaces showcasing these new, unique offerings. The Bridge Between Past and Present: A Community of Individuality But the secret weapon? Reconnecting with the customer. Gap campaigns celebrated individuality, featuring a diverse range of people rocking their own take on Gap's styles. #Socialmedia became a platform for conversation, not just promotion. Gap fostered a community, a place where people could express themselves through fashion, not be dictated to by trends. The Road Ahead: Staying Relevant in a Changing Fashion Landscape It's a reminder that brands need to evolve, to listen to their customers, and to find the sweet spot between heritage and innovation. The challenge now is staying relevant. Can Gap continue to adapt and surprise? Only time will tell, but one thing's for sure: Gap is no longer a fashion ghost. It's a brand with a future, as bright and individual as the styles it offers. #Marketing #Brandstrategy #retailnews