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Marketing

Why Luxury Marketing Is Getting More Restrained

Rather than chasing viral spectacle, brands from Chloé to Prada are stripping back their marketing to prioritise their core DNA.

Marketing

The #RushTok Marketing Strategies That Work

Five years after sorority rush first went viral, #RushTok has become a full-blown marketing machine, pushing brands to refine and extend their playbooks as competition intensifies.

Marketing

Why Follower Count Matters Less Than Ever

As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.

Marketing

Why Is ‘Influencer’ Still a Dirty Word?

Influencer marketing represents a nearly $44 billion dollar industry that’s set to surpass traditional media, but a stigma around its personalities and economics still persists. Should it?

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Marketing

Why Hollywood Executives Are Fashion’s New Power Hire

As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.

Marketing

For Some Brands, Pride Month Is Sexy Again

Labels like Away and Levi’s have moved on from bland rainbows to more daring takes on Pride month.

Marketing

Why Influencers Are Infiltrating the Masthead

Legacy titles and digital upstarts alike are flailing at a time when influencers are more powerful than ever. Refinery29 is the latest publication betting that joining forces will help them both succeed in the future.

Marketing

Exclusive: Salomon Names Jisoo Global Ambassador

Salomon’s newest brand ambassador arrives at a moment when its lifestyle-focused Sportstyle line is still a powerful growth engine for the Amer Sports-owned brand.

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Marketing

The Tricky Business of Dupe-Fluencing

Influencers know their audiences want dupes. Fashion brands hate when they share them. It’s created a new tension that speaks to the shifting dynamics in the creator economy today.

Marketing

You May Monetise the Bride

As weddings become content productions with viral potential, brands, stylists and publicists are cashing in.

Beauty

What Makes a Beauty Experience Last Forever?

In an age of content oversaturation, brands are spending more to make their events and environments stand out — even if these moments are more fleeting than ever.

Marketing

Not All Creators Convert. Here’s How to Find Those That Do.

New tools and platforms have made it much easier to measure what influencers are driving sales. That reality is reshaping which creators are in high demand, and what sort of creator network brands need to build.

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