summer.’s Post

It’s right in front of our noses but most people didn’t notice - wanna know why? Because it’s easier to consume it. A lot of consumers reported a few years back that it was impossible to shop online at Zara because you never knew what you were getting. The strange poses and the “cool girl” branding seemed to be getting in the way of them actually making sales online. And then fast forward to 2024, their more approachable style makes people relate more to their photos, and actually see their clothes better. If you want to do the same with your content, join the 24H Profitable Profile Method in the comments below and get my methodology inside my paid program. In two days the price will be increasing by an extra $47 ❤️ #socialmediatips #contenttips #contentideas

Want to take your socials to the next level? Have a cuppa. ☕️ Let’s be real - breaking through on TikTok’s FYP organically ISN’T easy. But Burberry has managed to do just that with their new outerwear campaign, and it’s got everyone talking. ⭐️ Instead of a flashy, high-budget production, they leaned into something simple: the classic British love of tea. Celebrities like Cole Palmer, Cara Delevingne, and Barry Keoghan were filmed casually making their perfect brew, choosing their mugs, tea, and milk, all while wearing Burberry. The result? Content that feels authentic, relatable, and oh-sooo British, racking up millions of organic views. 📈 Brands, listen up! Social-first campaigns don’t always need a big budget to succeed. Authentic, everyday moments can resonate more with audiences than highly produced content. Pay attention to your FYP, find out what content draws you in, and apply those lessons. Burberry kept it real, and it worked. 🙌🏼 #SocialMedia #ContentCreator #Burberry

Want to know who's driving the 23% growth in the fashion market over Christmas? 👗👠 It's foodie, mall-loving mums in the North East, getting glammed up for the festive season! And here's the kicker - while the market is usually 56% female, more men shop for fashion in December 🕺👔 Reach this stylish audience through Radio, Audio and SVOD Let Skyrise make your Christmas campaign the most effective one yet #Christmas #Fashion #MediaPlanning #Advertising #DigitalAdvertising

In the realm of global brands, there's a peculiar magic at play – names we often hear even if we've never personally owned or encountered them. How does this phenomenon work? ✨ Take Zara, for instance, and witness the digital alchemy that propels its brand mystique. In a world where we're spellbound by global brands, Zara's enchantment lies in its adept use of digital marketing. The brand whispers its presence through our screens, whether or not we've graced its stores. Zara's Instagram account, a dynamic canvas of artistic expression with 40 million followers, transcends traditional fashion photography. Social media becomes a stage for engaging content, trend showcases, and interactive communication, forging a community of devoted customers who actively contribute to the brand's omnipresence. If you're ready to sprinkle a bit of stardust on your brand and make it sing even from the depths of your neighbor's sock drawer, hit me up! We've got the secrets to make you the Zara of your domain. 🌟 Let's chat and turn your brand into the sensation you've always dreamed of! #zara #fashion #digitalmarketing #onlinevisibility #digitalbrandbuilding

I can’t believe it, SNL doing a sketch on fast fashion. Using humour to communicate the harmful environmental practices and human violation of fast fashion brands, instead of preachy messages about leading the perfect sustainable lifestyles. Love this use of creativity and using influencers and celebrities to create conversation 🙌 #fastfashion #sustainablefashion #creativity https://lnkd.in/epAXuaa6

You know a new fashion year is here when the September issues start dropping. With NYFW looming and the NFL season imminent, I thought I'd combine the worlds of fashion and sports to power rank the advertising in Vogue 2024 September Issue—a diminished time size-wise, but still powerful marker for fashion, luxury, and lifestyle brands. The deeper I got into these (admittedly arbitrary rankings), for my fifth dispatch from my Substack, the more I realized how the September Issue provides a portal into the brand's creative psyche. These creative expressions illustrate what brands are docked in safe harbors, what brands are lost at sea, charting a course to a cautious route to shore, or those caught in a raging storm. As Bryan Y. also pointed out on his Instagram a few days ago, this year's ads are strikingly uniform. This ranking seeks to discover why some work brilliantly in telling their brand story, and some fall woefully short. Explore the September Issue(s) rankings at the links below. Part 1: https://buff.ly/3X8ThXf Part 2: https://buff.ly/4cNkW5T

From "2016's Most Hated Retailer" to Wall Street Darling, I'm amazed at how Abercrombie and Fitch rebuilt its brand, kicking its "cool kids only" image to the curb. Back in 1999, I was precisely the demographic Abercrombie targeted. I would plead with my parents to shop there while wearing glittery lip gloss, learning Britney's dance moves, and dreaming of being on TRL with Carson Daly (so sorry, Mom and Dad). At that time, Abercrombie played a significant role in shaping teenage fashion and culture. There were many ways to how A&F rebranded itself, but the most intriguing to me was its "quiet" approach. No big ads, no in-your-face campaigns, and no high quality photoshoots. Instead, they focused on smaller-scale influencers who resonated with a new, more inclusive demographic, including older and more responsible consumers. Their goal shifted from being perceived as "cool" to simply having desirable products, like a particular shirt. This gradual change has been effective, and it's a good reminder that sometimes the biggest changes happen with the smallest of steps. Rebranding has to be one of the toughest jobs out there - and as controversial as A&F has been, I can't help but find it remarkable how they managed to pull it off. https://lnkd.in/eTbamEFt

#GirlMustHaves exploded 325% TW on TikTok if you're not paying attention like Warren Buffet, you're already behind (read to end to find out how in the world this is connected) TikTok isn't just an app—it's a participation engine It converts the remix into sales for the 85% of people (hint, it's not men) who drive purchasing decisions Trends peak in 14 days & die by day 18 B/c #girlsmusthave something new to talk about!! The idea of mass fashion's one-size-fits-none YEAR long biz model isn't just outdated— it's arrogant The future belongs to those who ride the wave of trends, translating digital connections into market-ready products at the speed of social This means not just reacting to trends but anticipating them To thrive we have to move from hindsight to foresight And be agile enough to bring products to market b4 trends fade A transformed value chain around this behavior eliminates the 106B unsold apparel items LY remember the #jellyshoe trend I predicted 6 weeks ago down to the brand + color? There's been a 257% spike in UGC since then 6.2M people are searching for them RIGHT NOW Crazy that TORY BURCH is #1 those who master real time needs & can execute from a supply chain perspective won't just participate in trends— they'll shape them My co founder & I have been achieving speed + quality since '99 At Gap Int'l we eliminated a year from the process We had 33 markets w/ exclusive fabrics + fits Our North American counterparts w/ 1 market didn't allow visibility to the line until they bought it b/c it would be a full time job to communicate their crazy & unnecessary volume of DAILY tweaks am I right Alton Locks? Tbh, it was the best thing to happen to us b/c speed is the #1 priority today I keep wondering why Gap the former denim king isn't participating in the other trend I predicted last month #chorejacket I guess b/c production people aren't trained in speed our entire process is built around it w/ the same dedicated suppliers from the 90's! Our method revives an industry where only 20 companies monopolize 97% of the profit SHEIN's model strips away everything in fashion’s year long drudgery, incl overproduction by going straight to the consumer Real time data vs gut instinct/forecasts based on LY, nimble supply chain, & WOM at scale are critical Reminder: w/in a month of launch, Temu who follows the same recipe became the #1 app in the U.S. And overtook SHEIN in revenue a few months later TikTok Shop has beaten Shein in revenue now too We have to stop crying about this very real time market and start responding directly to individual needs b/c SoundCloud giving artists their own stores is the real beginning of 1:1 commerce your job this era is to know what's hot & what's not I'd pay attention to Warren Buffet going all in on #girlmusthaves Ulta Beauty this morning after dumping Apple #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #creatorsarethestore

In just 17 days, this women's apparel brand surpassed the October month revenue📈 Despite October being a festive month All while being profitable at each product level 🎯 It is possible, one has to be deliberate to refine the approach and keep executing it Most brands miss this but the after-festive hangover is real After the festival sale ends, there is a push from the brand and team, to keep doing what worked well to suddenly realize ❌Creatives are failing ❌First order profitability is out of sight Three things that we changed to avoid this in this brand ✅Removing bad performing products from catalog ads to focus on best-ones and get them to higher ROAS ✅Adding creative diversity to the ad account and not relying just on UGC content ✅Reduce dependency on sale based messaging and completely change to evergreen messaging in 1 week If you are still seeing festive-hangover, it's time to change your approach

Abercrombie & Fitch might just be the brand turnaround of the century. Here's how they did it: 1. Modern Brand Positioning The new Abercrombie is... basic... in the best way. It's inclusive. It's classy. And it's functional. The company leaned into a more "real" brand for the working millennial. If you buy something from Abercrombie today, you know it will be good quality, affordable, and wearable multiple times. 2. Product Evolution The brand FULLY revamped its product line. The new direction is perfectly in line with their brand positioning, emphasizing quality, comfort, and timeless style. No more logos. No more collars. Abercrombie can now be worn at AND after work. And this pivot has attracted a more mature and fashion-conscious consumer. 3. Social Media & Influencer Marketing Abercrombie is ALL OVER TikTok. Their feed is full of influencers showing their outfits in a range of settings (i.e. wedding guest dresses, work fits, etc.) By leveraging creators' voices, they've also gathered tons of social proof that they are back and more fashionable than ever. The brand is night and day compared to what it was ~5 years ago. And you know what A&F didn't do? Change their logo and color scheme (!!). Your brand is about so much more than a logo. Today, the stock is up 11x what it was in 2020 on the same day (!!). Have you been in an Abercrombie recently? What do you think is the most impressive part of their new direction? --- P.S. Follow Ali Kaltman for more brand breakdowns. 💙 #brandmarketing #marketing #brandturnaround