Florian Reichelsdorfer

We team up with Amazon to give fit recommendations in Germany ! Levi’s® is taking the guesswork out of finding the perfect fit, just in time for the holiday season. Proud of Sebastian Auferoth who launched the Levi’s® Jeans Fit Guide, which uses Amazon Alexa technology to help shoppers find the right style and size using an interactive voice-driven questionnaire — without needing to try on any jeans, and all from the comfort of their own homes. Levi’s® is the first fashion brand globally to run a branded experience like this on Alexa. Consumers in Germany can test the new offer on their Alexa-enabled device simply by saying, “Alexa, starte den Levi’s® Fit Guide.” The guide then asks a series of questions, determining the user’s gender, style and fit preferences before recommending the fit that best matches each answer, selecting from 18 men’s and women’s Levi’s® jeans styles available on Amazon. The recommended fit is then described by Alexa verbally or shown on Alexa-enabled screen devices, highlighting the key characteristics of the suggested style. Shoppers have the option to add the suggested product to their Amazon cart, purchase it directly on the Levi’s® website or pick it up at a Levi’s® store. Shoppers looking to find their perfect jeans fit can access the Fit Guide until the end of December this year and can engage with Levi’s® Fit Guide via any Alexa-enabled device, including Echo and Fire TV devices. As more consumers use direct messaging and voice communication for shopping, the Jeans Fit Guide helps us meet Levi’s® fans where they are while still providing the personalization and quality service we’re known for. This partnership with Amazon is the latest example of LS&Co.’s investments in innovative technologies that enhance consumer experiences on every shopping channel.

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🎉 S.Oliver is among Germany‘s Top 5 brands in the "Fashion Retailer" category of the Year 2024! 🎉 In collaboration with Handelsblatt, the market research institute YouGov has just published the #BrandsoftheYear 2024. The ranking is based on several key criteria: - Quality - Value for Money - Overall Impression - Willingness to Recommend - Customer Satisfaction (a point that’s especially important to me!) I love this! But this is just the beginning. There's so much more to come! Huge thanks to everyone who gets up every day to make this brand stronger and stronger! 🙏 For more information on the ranking, check here: https://lnkd.in/dren2iv7 #branding #marketresearch  S.OLIVER GROUP

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Great article on why Nike has hit the buffers, the people that brought us the big vision ‘Just do it’ brand marketing forgot brand marketing and ploughed money into performance as well as a DTC model. Great for short term ROI but the space on the shelves filled up with competitors and lack of product innovation meant they fell behind. - Omni channel - it may be cheaper to sell online but consumers want to ‘squeeze the bananas’ before they buy, or they may not even know they want bananas until they see them… - Brand spend creates the need that performance spend scoops up, performance doesn’t create long term brand equity - Consumers always want newness, product innovation needs to be ahead of the curve, there’s always someone prettier and fresher getting of the bus… 👟

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🌟 Who is where now? The personnel carousel of the Marketplace Universe has been moving merrily along in October. We help you keep up with the Movers & Shakers of our dynamic industry. 🌟 🚀 Our Top Movers & Shakers in October: Michael B. was promoted to Team Lead Customer Research at Decathlon Germany. René Herzig has left his position as Global Head of E-Commerce at Sennheiser to join Paulmann Licht GmbH as their new Head of Marketing. Janina Kargoll moved from C&A as a Lead Marketplaces Operations & Business Development to  Head of Ecommerce to LOGOCO´s Naturkosmetik Pia Nolte back from parental leave and former Head of Marketplaces - Brands at Breuninger started as a new Director Marketplace - Brands & Retailer at fashionette. Marine Rondet has left the KaDeWe Group after eight years to join fashionette as Senior Buyer & Partnermanager Marketplace. ✨More Movers & Shakers in October: Nathan Benit was promoted to Senior Account Executive at ChannelEngine. Mickaël BOYER has joined BrandCo Paris as Marketplaces Business Development Manager. Torge B., formerly Key Account Manager at onQuality, became Retail Media Manager & Key Account Manager at Redcare Pharmacy. Emre Cengiz was promoted to Category Manager at MediaMarkt Turkey. Julia Czapla has left heyconnect to join the Otto brand LASCANA as Online Marketplace Manager. Alisa Hürtgen was promoted to Senior Content Manager at Remazing. Patrick Luetjens was promoted to VP Customer Succes DACH, NL, EE at Mirakl. Christoph Meyer was promoted to Account Manager of the team "Bolt on" at eBay Germany. Lucy Münz has been promoted to Senior Now! Network Manager at Redcare Pharmacy. Marco Plaumann joined GEFU as E-Commerce- and Marketplace Manager. Christian Pletzke was promoted to Online Marketing Manager Onlineshop & SEO at Mey & Edlich (part of Walbusch Group). Christine Reis came back as a CEO to one of her former employees Müller-Meyrer was lately as Wayfair Associate Director, B2B Europe in Berlin. Cyra Relling has been promoted to Marketplace Manager & Product Data Specialist at Peek&Cloppenburg. Daniel Schulze is the new Senior Manager E-Commerce at SEIER Gruppe. Rubén Llamas Soriano has started a new position as Category Manager Marketplaces at Mascotas Dama. Luca Spadon moved departments in BackMarket from Sr. Key Account Manager US to Sr. Key Account Manager EU from France. Philipp Suslow, Head of E-Commerce at Lieckipedia, has left the company to join Brax as Marketplace Manager. Nils Urbanek left the Fun Factory GmbH to join AROMATICO as Senior E-Commerce Manager. Have we missed someone? Let us know in the comments! And keep up with the Marketplace Movers & Shakers by subscribing to our newsletter: https://lnkd.in/dS6XANqB

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This morning, I was captivated by a fascinating analysis of Nike’s digital transformation under John Donahoe. A key point that stuck with me was former Nike marketing executive Massimo Giunco ‘s sharp critique: “The CEO of Nike doesn’t come from the industry… a poorly advised, ‘data-driven guy.’” As someone balancing both digital transformation and brand marketing, I see this as a cautionary tale. Evolving towards a direct-to-consumer model is crucial, but not at the cost of losing the brand’s DNA. Emotional trust—a deep connection with consumers—is far more valuable than algorithm-driven campaigns. Without it, brands risk becoming faceless commodities, easily overtaken by competitors focused solely on price or functionality. Nike’s shift from evocative, culture-shaping campaigns to automated web ads weakened this essential emotional trust. Moreover, innovation at Nike slowed, relying on old product lines rather than creating something fresh to meet market demands. When customers don’t feel this connection, why would they choose a brand? Just because it’s convenient? The future of marketing leadership, I believe, lies in marrying digital savvy with creative, emotional resonance. I would love to have your thoughts shared here. Can digital transformation coexist with the preservation of a brand’s core identity? #marketing #creativity #digitaltransformation #emotional #trust #branding #fashion #sneakers #nike

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What does it take to disrupt giants like Nike and Adidas? For Swiss sneaker brand On, the answer seems to be: go bold or go home. Their latest innovation—a $300 spray-on shoe—is wild. No stitching. No laces. Just a robotic arm spraying fabric onto a foot mold in under three minutes. But here’s the thing: it’s not just a gimmick. Kenyan athlete Hellen Obiri wore these shoes and won the Boston Marathon and the Paris Olympics. My key takeaways from this - 1️⃣ It’s true disruption On isn’t tweaking old ideas—they’re reimagining what a shoe can be and how it’s made. 2️⃣ It works where it matters This isn’t about hype—it’s about performance. Winning marathons proves that. 3️⃣ It hints at a sustainable future By simplifying the process and cutting out unnecessary parts, they’re opening the door to a greener way of making shoes. What’s the boldest idea you’ve seen recently? On

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👟 Zendaya x On: The New Cool Collab Swiss footwear brand On has been growing and challenging bigger footwear brands, especially in the running shoe and lifestyle shoe categories. Their latest announcement is a partnership with Zendaya, the young actress who is quickly becoming a cultural icon. This multi-year brand partnership between Zendaya and On includes her being featured in marketing campaigns and reimagining different product lines. The announcements so far do not describe the creation of any Zendaya specific products, like her own shoe. Zendaya best reaches young, cosmopolitan audiences sitting across cultural industries like film, music, and fashion. A lot of On's growth has been amongst young urban professionals, a demographic group who is very likely to admire Zendaya and follow her on social media. Recent On collabs include the luxury fashion brand Loewe and the singer FKA Twigs, which respectively reach more wealthy and indie/artsy audiences. What Zendaya wears is highly watched across a more mainstream audience, which likely makes this On's single biggest brand partner in terms of broad reach. As part of Young Hollywood's A-List, Zendaya surely received offers from the major sneaker brands like Nike and Adidas. Her decision to partner with On indicates the powerful cache that the brand is building and could inspire others to work with On as well. It's a good starting point for the collaboration but what comes next is just as important. While On has made a splash with the Zendaya announcement, how they actually work together moving forward will help determine whether or not she can actually contribute to On's growing momentum. On's priorities to grow their apparel business brings them into closer competition with companies like Lululemon and Alo yoga. With the big sneaker/shoe brands on one hand and yoga-inspired athleisure on the other hand, On is carving out its own space in this venn diagram. #zendaya #onrunning #on #rogerfederer #shoes #footwear #fashion #marketing #collaborations #collabs #celebrity #influencers #influencermarketing https://lnkd.in/e9vgH3Eq

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📢  𝐖𝐨𝐰 Netflix, 𝐰𝐡𝐚𝐭 𝐚 𝐭𝐢𝐦𝐞 𝐭𝐨 𝐫𝐞𝐥𝐞𝐚𝐬𝐞 𝐭𝐡𝐢𝐬 𝐦𝐨𝐯𝐢𝐞! I am in Retail as guilty as everyone in this trailer, but what a powerful message and what perfect timing to release it! 📅 𝘽𝙪𝙮 𝙉𝙤𝙬: 𝙏𝙝𝙚 𝙎𝙝𝙤𝙥𝙥𝙞𝙣𝙜 𝘾𝙤𝙣𝙨𝙥𝙞𝙧𝙖𝙘𝙮 𝘱𝘳𝘦𝘮𝘪𝘦𝘳𝘦𝘴 𝘰𝘯 𝙉𝙚𝙩𝙛𝙡𝙞𝙭 𝙤𝙣 𝙉𝙤𝙫𝙚𝙢𝙗𝙚𝙧 20𝙩𝙝—𝘫𝘶𝘴𝘵 𝙤𝙣𝙚 𝙬𝙚𝙚𝙠 𝙗𝙚𝙛𝙤𝙧𝙚 𝘽𝙡𝙖𝙘𝙠 𝙁𝙧𝙞𝙙𝙖𝙮. This 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗱𝗼𝗰𝘂𝗺𝗲𝗻𝘁𝗮𝗿𝘆 pulls back the curtain on the world’s top brands, revealing hidden tactics designed to keep us in a 𝗿𝗲𝗹𝗲𝗻𝘁𝗹𝗲𝘀𝘀 𝗰𝘆𝗰𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻. It exposes how global corporations encourage us to keep buying, while the true costs remain unseen. At a time when buying is often equated with happiness and identity, this film challenges us to question who benefits most. It’s a call for us to shift the conversation and demand responsibility from companies, not just consumers. So before you hit “𝗕𝘂𝘆 𝗡𝗼𝘄” this holiday season, take a closer look. Maybe it's time to move away from this cycle of endless purchasing and start making mindful, intentional choices. Are you ready to rethink the way you shop? #BuyNow #TheShoppingConspiracy #NetflixDocumentary #RethinkConsumption #Sustainability #EmerceConsulting

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As a result of the better-than-expected performance during the quarter, the company has increased its full-year guidance. adidas now expects currency-neutral revenues to increase at a mid- to high-single-digit rate in 2024 (previously: increase at a mid-single-digit rate). The company’s operating profit is now expected to reach a level of around € 700 million (previously: to reach a level of around € 500 million). The latest Yeezy drop generated revenues of around € 150 million and an operating profit of around € 50 million in the first quarter. In its guidance, the company assumes the sale of the remaining Yeezy inventory during the remainder of the year to occur on average at cost. This would result in additional sales of around € 200 million and no further profit contribution during the remainder of the year.

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Want to learn about collabs in the fashion industry? At TBS Education Toulouse Business School we will prepare you for this strategic approach that has been shaping the fashion industry for years.

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HUGO Kids in Roblox 🔥 HUGO BOSS continues to inspire with their immersive digital marketing. Have you seen that The HUGO world in Roblox has introduced a refreshed area dedicated to HUGO Kids? The creators have added small pop-up shops across three different locations, linked by portals. Players can try on digital versions of real-life items and dive into the HUGO universe while exploring and playing games. #digitalfashion #virtualfashion #fashiongaming #fashiontech #fashioninnovation #digitalwardrobe #virtualwardrobe #roblox #fashion #fashionbusiness #digitalmarketing #fashionmarketing

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Consumers are increasingly inundated with collaborations, partnership announcements and product releases between fashion brands and sports organisations or athletes. Deals which once were novel a year or two ago now find it hard to reach the intended audiences. But these collaborations are still a valuable way for businesses and creatives in both fashion and sport to broaden their horizons. Now, it's about engaging in partnerships that actually have meaningful impact on the sports community a brand is seeking to benefit from. A simple logo swap or licensing deal may not be enough to cut through the noise. As the wise Kenny Annan-Jonathan told me: “This space is still growing in a beautiful way. I think we will see some larger players who purely see this as a chance to get commercial value naturally move away as the hype dies down, but at a grassroots level there is such a fascinating ecosystem between fashion and sport.” Read the full story on The Business of Fashion today.

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Innovation level of Apple Vision Pro is great. There is no doubt. But there are few to no reason - after a “wow” effect for consumers usage at home. And the price is more than unaffordable. So Apple cuts deliveries trying to replicate the scarcity game played with mastery by luxury brands like Hermes or Rolex. The principle is simple as that: few pieces increase desirability and FOMO about a status symbol so the price is not to decrease and being hit by discounts policy but remains high and sometimes increases… Don’t think it’s going to work this time. And maybe it’s another step downward a closure of the so called metaverse thing… remember 3D televisions? #visionpro #apple #mixedreality #vr #ar #metaverse #price #supply #shrinkage #scarcity #tech #luxury #status

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🚀 **Unlocking Success in the Sportswear Industry with PUMA Group's CEO Arne Freundt ** 🏀 In OMR latest podcast, Philipp Westermeyer sat down with the #CEO of #PUMA to discuss the brand's incredible journey, the challenges of staying relevant in a fast-paced market, and the strategies behind their success. 🎧 **Key Takeaways:** 1. **Cultural Impact Matters** 🌍   - PUMA's strategy to engage with **#basketball and #hip-hop culture** is a game-changer. These elements are deeply intertwined, influencing design, branding, and consumer connection. Being present in these spaces isn't just an option—it's essential. 🎨 2. **Performance Meets Style** 👟   - PUMA's dual focus on **performance and lifestyle** has been key. From dominating the football market with the #FUTURE7 to making a strong comeback in running shoes, their product line is as diverse as it is innovative. 🏅 3. **Passion Fuels Success** ❤️   - The CEO's journey from strategy leader to the helm of PUMA is a testament to the power of loving what you do. His mantra? Focus on being the best in your role, and the rest will follow. 🌟 4. **Heritage and Innovation** 🏆   - PUMA's roots in **sportswear** date back to 1948, yet the brand continuously evolves. Iconic products like the **Suede Classic** remain timeless, while new launches keep the brand at the forefront of fashion and function. 🕶️ 5. **Strategic Partnerships** 🤝   - Collaborations with cultural icons like **#Rihanna and #Jay-Z** marked a shift in PUMA's approach, balancing lifestyle appeal with their core sports DNA. These moves have broadened the brand's reach and relevance. 🎤 6. **Sustainability is Non-Negotiable** 🌱   - Even in 2011, PUMA prioritized **sustainability**. This forward-thinking approach has set them apart, ensuring that their growth is aligned with environmental responsibility. 🌍 🎙️ Don't miss this episode to dive deep into PUMA's strategy, leadership, and the future of sportswear. 🎧 https://lnkd.in/gKq9ws_S Stay curious! 😉 #Leadership #PUMA #Sportswear #Innovation #CulturalImpact #Basketball #HipHop #Footwear #RunningShoes #Sustainability #Strategy #BusinessGrowth #CEO #Fashion #Performance #Branding #Collaboration #Podcast #Success #Marketing

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HUGO BOSS is promoting the debut of its new denim-focused line, Hugo Blue, by joining online gaming platform Roblox. The German #fashion house has set up a Planet Hugo world carrying interactive experiences such as Hugo Fashion Match, which lets players style denim looks and share them with their peers. #Luxury fashion continues to gravitate toward Roblox, an online gaming platform that allows consumers to design avatars that can don different outfits, while brand partners can build entire custom virtual worlds for shoppers to explore. Other fashion labels, including Gucci, Tommy Hilfiger or Nike have also flocked to Roblox recently to engage with #GenZ consumers. #gaming #metaverse

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Sport has a major part to play within the apparel industry, encouraging high levels of consumerism among sports fans. But what actions can be taken to improve the industry’s environmental impact? A few weeks ago I sat down with Martin Foster to discuss all this and more for The Experts in Sport podcast. If you want to learn more about this topic watch out for the 5THREAD podcast where I interview industry experts who are changing the game in sports apparel. #podcast #sport #sustainability https://lnkd.in/e9H6W7rJ

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