Glossy

For a status check on brands’ recent, current and future strategies, we've compiled the results of six polls Glossy ran on LinkedIn and Instagram in October. Big themes that played out in the month’s surveys included brands’ engagement — or lack thereof — with the election, brands’ expectations around a potential beauty slowdown and brands’ approach to 2024 holiday marketing.

Like the Dress Shop, the Party Shop also includes in-store collections at Target stores across the country. Clothes are organized by material, like sequins or lace, and by style. The Dress Shop drove dress sales at Target to increase by a double-digit percentage this year, and the company hopes the Party Shop will do the same for party attire. Gena Fox, Target’s svp of apparel and accessories, told Glossy that the Party Shop addresses two of the biggest concerns Target’s apparel customers have right now: newness and affordability. #target #fashion #holidayseason

At the helm of REVOLVE’s beauty growth is Trudy Arnold, the company’s director of beauty and home. Before joining Revolve in November 2022, Arnold held roles at JCPenney, The Estée Lauder Companies Inc. and Ralph Lauren. “Our customers have requested beauty from us, but also, over the years, beauty brands have requested it from us, too,” Arnold said.” Historically, we would partner with beauty brands on different events like Revolve Festival or New York Fashion Week, so we knew for some time that our customer was a beauty customer. … We’re in a unique position, in that there’s opportunity across the board [in beauty] — but there are certain areas where we know there’s greater opportunity.”

The average price of an E.L.F. BEAUTY product is $6.50 and the majority of its products are made and finished in China. Dollar General has more than 20,000 stores across 48 states and offers low-price items, unlike traditional dollar stores that top out at 99 cents or $1. The move is part of E.l.f. Beauty’s strategy to bolster U.S. sales, which trailed international sales in the second quarter. “Our international net sales grew 91% in Q2, fueled by growth in our existing markets as well as expansion into new markets. International drove 21% of our net sales in Q2, up from 16% a year ago.”

In this edition of the Glossy+ Research Briefing, we share insights from our recent report on the field marketing tactics startup brands are employing at large ticketed events to expand a brand’s retail footprint and recognition.

In a crowded market for consumer goods like beauty, experiential marketing and free pop-ups are increasingly valuable channels as they offer tangible ways to forge IRL connections with consumers — that is, if they successfully give consumers something they value in exchange for their hard-earned time. That could come in the form of an exclusive experience, limited-edition items or engaging social content. But, similarly, brands can create a lasting negative impression if they fail to make the hours spent in line feel worthwhile.

Ten years ago, VRAI launched as a digitally native fine jewelry brand focused on controversial lab-grown diamonds. Now, with new ownership, nine global stores, A-list partners and a sold-on-the-concept consumer audience, Vrai is targeting “legacy luxury maison” status. “There is no leader in the sustainably created diamond space,” said Mona Akhavi, president of Vrai. “Our goal is to take the leadership position, in the same way that Tiffany & Co. and Cartier are leaders in their space.” Story by Jill Manoff

This week, we discuss the election results and the impact of a second Trump term on fashion brands and consumers. Later, we talk about Moncler’s potential acquisition of Burberry and the E.U.’s ongoing probe into Temu’s practices.

During the DTC wave in the 2010s, the cashmere brand NAADAM was one of the premier names. But according to co-founder and CEO Matthew Scanlan, Naadam has always been an omnichannel brand. “When you’re in a category business, you have to think about all the channels that are open to you,” Scanlan said. Over the years, Naadam has done private label and wholesale and sold its product through platforms like QVC. Now, the brand is doing its first diffusion line: a collection at Kohl's, with pieces selling for as low as $79. Story by Danny Parisi

Glossy’s Beauty Leaders Dinner in LA ✨