Sourabh Sharma

Today’s hottest trend of livestream shopping is rooted in the legacy of television infomercials and home shopping channels. Live commerce allows brands to showcase and sell their products to an online audience in real-time. Seven years after livestream shopping first emerged, live commerce and its growth potential is still untapped, yet is projected to be a $31 billion industry by the end of 2023, 3x the size of the market in 2021.

While the world of social commerce is exploding with… Show more

Today’s hottest trend of livestream shopping is rooted in the legacy of television infomercials and home shopping channels. Live commerce allows brands to showcase and sell their products to an online audience in real-time. Seven years after livestream shopping first emerged, live commerce and its growth potential is still untapped, yet is projected to be a $31 billion industry by the end of 2023, 3x the size of the market in 2021.

While the world of social commerce is exploding with possibilities, its true potential lies in customized strategies that cater to the diverse traits and unique requirements of consumers. These include the particular Gen Z demographic, which likes immersive experiences, but also older millennials and boomers who are more accustomed to the social experience of shopping. Show less

Throughout history, many cultures have produced fashion styles that the average person today may consider gender-neutral. From the regal attire of African and Indian royalty to the accouterment of the noble class in Colonial Europe to the garments draping over American rockstars in the 70s to Dennis Rodman’s pregame outfits in the 90s, there is a long tradition of powerful men wearing androgynous apparel to express themselves.

Despite these fashion customs and moments, unisex clothing… Show more

Throughout history, many cultures have produced fashion styles that the average person today may consider gender-neutral. From the regal attire of African and Indian royalty to the accouterment of the noble class in Colonial Europe to the garments draping over American rockstars in the 70s to Dennis Rodman’s pregame outfits in the 90s, there is a long tradition of powerful men wearing androgynous apparel to express themselves.

Despite these fashion customs and moments, unisex clothing never truly took root in the Western world. This outdated mentality is on the precipice of change, however. Androgynous clothing is having a moment across American and European pop culture, specifically with men.

As a handful of select brands continue to push gender-fluid fashion culture forward, like Thom Browne and his famous pleated skirts for men, genderless clothing is the latest way for male celebrities to awe fans and critics on the red carpet.

Whether it’s established legends like Brad Pitt pairing a blazer with a skirt to up-and-coming icons like Timothee Chalamet rocking a custom halter jumpsuit, unisex clothing is officially back in style as a modern sense of masculinity finds its footing.

With a sincere vision and an unparalleled melange of interests, Sourabh Sharma is an entrepreneur, creative, and thought leader in many fields.

We caught up with the multifaceted maverick to discuss his reflections on recent trends in the fashion industry and catch up with his brand.

It is a poorly-kept industry ‘secret’ that male celebrities often wear women’s blazers on the red carpet due to their optimal fit.

Sharma has noticed a dramatic increase in the usage of gender-bending clothing across his many fashion-based collaborations and red-carpet appearances.

“Every closet should be free of judgment…and full of sequins,” says Sourabh. Show less

One could certainly read about the grandeur of the Sistine Chapel or the spectacle that was the Colosseum, however, it pales in comparison to the experience of looking up Michelangelo's sprawling ceiling fresco or laying eyes on the ruins where gladiators once fought lions.

Thankfully, as society is almost three years removed from the onset of the COVID-19 pandemic, international travel is opening up again. As people increasingly feel safe and healthy, they are anxious to get back into… Show more

One could certainly read about the grandeur of the Sistine Chapel or the spectacle that was the Colosseum, however, it pales in comparison to the experience of looking up Michelangelo's sprawling ceiling fresco or laying eyes on the ruins where gladiators once fought lions.

Thankfully, as society is almost three years removed from the onset of the COVID-19 pandemic, international travel is opening up again. As people increasingly feel safe and healthy, they are anxious to get back into the world to experience new places, people, and activities.

Embodying the intersection of the artistic spirit, modern entrepreneurialism, and worldly tastes, Sourabh Sharma is a man of many talents. With deep-seated experience in travel, digital marketing, food, fashion, apparel, perfume, and journalism Sharma is more than just an entrepreneur and CMO. Show less

Ever wondered what comes after Gen Z? The next generation of consumers is called Alpha, the Greek word for the demographic cohort born after 2010—the year that the first-generation iPad debuted and when Instagram launched. Time flies, doesn’t it?

Although Generation Alpha currently consists of kids and pre-teens, they will enter their 20s in 2030. That means beauty brands need to prepare now to understand the interests and habits of this influential generation in order to market to them… Show more

Ever wondered what comes after Gen Z? The next generation of consumers is called Alpha, the Greek word for the demographic cohort born after 2010—the year that the first-generation iPad debuted and when Instagram launched. Time flies, doesn’t it?

Although Generation Alpha currently consists of kids and pre-teens, they will enter their 20s in 2030. That means beauty brands need to prepare now to understand the interests and habits of this influential generation in order to market to them successfully in the future. Show less

When it comes to marketing to Gen Z, the notion is that these consumers are an extension of millennials is a far cry from the truth. Gen Z comprises a whopping 25.9% of the world’s population (compared to millennials at 24.5%). The generation’s perception of digital as a fact of life versus a benefit dictates their purchasing behavior. While some trends indicate that their preferences are simple and rigid, much like boomers, others showcase them to be less inspired by the frills of marketing… Show more

When it comes to marketing to Gen Z, the notion is that these consumers are an extension of millennials is a far cry from the truth. Gen Z comprises a whopping 25.9% of the world’s population (compared to millennials at 24.5%). The generation’s perception of digital as a fact of life versus a benefit dictates their purchasing behavior. While some trends indicate that their preferences are simple and rigid, much like boomers, others showcase them to be less inspired by the frills of marketing. In either case, one thing is clear: They are not millennials and marketers must adapt to them quickly and effectively. Show less

Until recently, beauty brands could treat sustaina­bility and its varying synonyms and implications as a brand benefit. A green-focused mission, a sustainably sourced packaging story, vegan ingredients or a combination thereof was a way of differen­tiating a brand from the plethora of options in the market. No more.

A mindset that favors efficacy and trust may overtake flash, with only the most creative experiences shining through. Walking through major retail centers, one will be bombarded with beauty and fashion pop-ups speckled between traditional retail stores. These retail-meets media platforms appear in hotels in fashionable vacation spots and as mini storefronts at charity galas. Additionally, beauty brands sponsor events worldwide and pour marketing dollars into care packages for bloggers… Show more

A mindset that favors efficacy and trust may overtake flash, with only the most creative experiences shining through. Walking through major retail centers, one will be bombarded with beauty and fashion pop-ups speckled between traditional retail stores. These retail-meets media platforms appear in hotels in fashionable vacation spots and as mini storefronts at charity galas. Additionally, beauty brands sponsor events worldwide and pour marketing dollars into care packages for bloggers. Ultimately, these efforts are creating experiences. But how much do they convert in sales? Show less

For Sourabh Sharma, head of digital marketing, FIG or out, it comes as no surprise that Gen Z and Millennials are making the biggest splash in the natural BPC space; after all, taken together they represent more than 50% of the US population. Specifically, there are 65 million Millennials and 80 million Gen Z consumers. But while Millennials have a purchasing power of $600 billions, Gen Z’s purchasing power is just $44 million, according to Sharma. However, they have one thing in common:… Show more

For Sourabh Sharma, head of digital marketing, FIG or out, it comes as no surprise that Gen Z and Millennials are making the biggest splash in the natural BPC space; after all, taken together they represent more than 50% of the US population. Specifically, there are 65 million Millennials and 80 million Gen Z consumers. But while Millennials have a purchasing power of $600 billions, Gen Z’s purchasing power is just $44 million, according to Sharma. However, they have one thing in common: Millennials and Gen Z expect sustainability to be a value of a company that sells products.

Furthermore, “the brands they choose to bring into their life add to their outlook, opinions and overall personality,” according to Sharma. “Sustainability is a priority across these generations.” Show less

Traditional marketing demands a clear and unique selling point, a well-substantiated and quantified point of difference, and an aspirational selling point that borders both desire and humor. However, with shrinking attention spans, social media feeds and sponsored content flooding mobile phones, it is now more important than ever to emotionally connect with consumers in a split second—at the speed of scrolling.

Dot & Pin is a messaging-powered recommendation engine curated by influencers with a smart personalization that shows millennial business and frequent pleasure travellers the coolest hot spots, matching them to the user’s preferences. By doing so, these digital-savvy travellers are not stuck in tourist traps or at the mercy of under-informed hotel concierges, popularity-based travel apps and the like. An easy-to-use interface allows users to filter by city, neighbourhood and type of activity to… Show more

Dot & Pin is a messaging-powered recommendation engine curated by influencers with a smart personalization that shows millennial business and frequent pleasure travellers the coolest hot spots, matching them to the user’s preferences. By doing so, these digital-savvy travellers are not stuck in tourist traps or at the mercy of under-informed hotel concierges, popularity-based travel apps and the like. An easy-to-use interface allows users to filter by city, neighbourhood and type of activity to zoom into the perfect, hand-picked venue of choice, without overwhelming users with a plethora of options. Show less

The ways in which people browse, shop and use technology and social media to make their decisions creates challenges for traditional, legacy beauty brands, and opportunities for new and indie brands. Regardless of brand type—mass, masstige, prestige or luxury—the employment of social and digital marketing, alongside influencer marketing, is key in driving conversion with the frivolous millennials and the tech savvy boomers.

While legacy beauty brands may have a legendary history that allowed them to grow globally, today they are micro-segmented, both by region and technology. Marketers face a challenge in translating the definition of beauty across cultures, and digital and social media platforms further call into question the globalized nature of brands.

It used to be that social platforms only coyly competed against each other. But with the literal rip-off of Snapchat Stories, even taking its name, Instagram has called it war. Twitter’s take on introducing stickers to its images did not catch on as much as Instagram stories has. And fundamentally, the platform – despite being a knockoff – is actually a good one. Why is that?

Any individual on social media with a focused vision and specific niche can become a celebrity with a community of followers. This community enables them to acquire a level of trust, the very foothold of any marketing strategy. To avoid narcissistic tendencies, advertisers have called this “influencer marketing,” which combines the evergreen success of word-of-mouth marketing and native advertising. Today, 60% of beauty and fashion brands are employing influencer marketing; there are several… Show more

Any individual on social media with a focused vision and specific niche can become a celebrity with a community of followers. This community enables them to acquire a level of trust, the very foothold of any marketing strategy. To avoid narcissistic tendencies, advertisers have called this “influencer marketing,” which combines the evergreen success of word-of-mouth marketing and native advertising. Today, 60% of beauty and fashion brands are employing influencer marketing; there are several reasons for its popularity, including cost, authenticity, trust and reach.
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An unhurried sense of time is in itself a form of wealth. When it’s time to pick a few favorites for a lounging day spent with myself, it is important for me to pack effectively, if not lightly. The avid traveler never rests his mind, just his body. And I was recently introduced to Tani, a brand that started off as luxury underwear and has since transformed into one of epic loungewear.

Menswear's most vibrant rising star Carlos Campos talks coffee, global culture, and why he's not too self important to press his own clothes. Article on Page 24-28 of the link

Sustainability has become an inconsistently defined concept. Applying to everything from beauty and healthcare to foods and cosmetics has spread its definition thin. Marry this with the concepts of natural and green, and one has a web of unrelated facets that confuse consumers rather than enlighten them. Companies can use packaging, messaging and branding to relay consumer-facing language and imagery that are genuine, clear and offer environmental benefits.

Throughout the history of marketing, brands have loved to segment consumers. Marketers slice slivers of data and information into painfully thin generalizations that are used to define attitudes and behaviors. The principles behind segmentation were established long before the digital age and easy access to big data. Besides being a counterproductive generalization of groups of individuals, marketers often start and stick with demographic segmentation, based on traits like age, which… Show more

Throughout the history of marketing, brands have loved to segment consumers. Marketers slice slivers of data and information into painfully thin generalizations that are used to define attitudes and behaviors. The principles behind segmentation were established long before the digital age and easy access to big data. Besides being a counterproductive generalization of groups of individuals, marketers often start and stick with demographic segmentation, based on traits like age, which oversimplifies the pursuit of actually understanding consumers better. While starting with age as a segmenting criterion for crafting your message is good heuristic, it’s well worth asking the question: Is it still relevant? Show less

Even as consumer mindsets shift regarding “green" ingredients, purchase habits fall behind slightly. Natural ingredients or entirely green products are generally perceived to be more expensive, less effective, and sometimes dubious or confusing in their promises. Through a meta-analysis of claims and consumer facing messages across multiple categories, I identified three communications best practices for enlightening consumers about green ingredients.

As one Facebook user aptly pointed out “My face is my temple,” and a blogger recently offered that “There’s no point in a pretty body if you don’t spend time taking care of your face, too.” These comments, just a few examples from explorations of the social media universe, demonstrate how face care is a rather sensitive but insanely popular realm of conversation. Unlike findings from previous work in beauty, makeup, general skin care and body care, there are two key takeaways with face care:… Show more

As one Facebook user aptly pointed out “My face is my temple,” and a blogger recently offered that “There’s no point in a pretty body if you don’t spend time taking care of your face, too.” These comments, just a few examples from explorations of the social media universe, demonstrate how face care is a rather sensitive but insanely popular realm of conversation. Unlike findings from previous work in beauty, makeup, general skin care and body care, there are two key takeaways with face care: first, a moisturizer is the ultimate need of every consumer; second, there is an overwhelming lack of emotion in the category. Show less

To make personal care marketing to men more effective, marketers must focus first on emotional marketing and the benefits that products can provide and second on who is making the actual purchase: the man in question or his leading lady.
Through a meta-analysis of messages across a plethora of categories, we shared four tips to keep in mind when creating claims and communications messages for men.

“Women are from Venus and men are from Mars” is more than just a psychobabble catchphrase from the 1990s; it accurately captures the differences in gender appeal when it comes to consumer behavior. Through a meta-analysis of messages across a plethora of categories we have derived four tips to keep in mind when creating claims and communications messages for men - and the women who buy for them.

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They say that consumers are end all and be all of any industry. The word consumption in itself, however, is one that is unsustainable. For if we stop being consumers, we will start being sustainable. Sustainability has become an expectation, but how willing are consumers to pay more for it, and how much does it really affect their purchase decisions?

The landscape of digital marketing and social media has evolved so rapidly it has become tricky for marketers to strategize ahead of time. Social media demands a spa’s marketing strategy extend beyond simple budgeting and planning to include adaptability, spontaneity and dynamic competitive insight. It is critical to incorporate and mobilize clients in ways that make them feel part of your business, rather than just on the receiving end of it. It comes as no surprise that the face of spa… Show more

The landscape of digital marketing and social media has evolved so rapidly it has become tricky for marketers to strategize ahead of time. Social media demands a spa’s marketing strategy extend beyond simple budgeting and planning to include adaptability, spontaneity and dynamic competitive insight. It is critical to incorporate and mobilize clients in ways that make them feel part of your business, rather than just on the receiving end of it. It comes as no surprise that the face of spa marketing has changed, and there is no better time than now to brush up your social media marketing tool kit to ensure you aren’t falling behind your very own clients. Show less

Three billion Google search results for the phrase “going green” easily validate that sustainability is a vital area for marketers. But hidden in this volume is also the undoing of the phenomenon, for despite its apparent importance, it has reached a stage of being overwhelming and cliché. Furthermore, consumers are becoming savvy to disingenuous attempts to “greenwash” a brand or product. Some brands have succeeded in creating a large following based on their promise of being natural. However,… Show more

Three billion Google search results for the phrase “going green” easily validate that sustainability is a vital area for marketers. But hidden in this volume is also the undoing of the phenomenon, for despite its apparent importance, it has reached a stage of being overwhelming and cliché. Furthermore, consumers are becoming savvy to disingenuous attempts to “greenwash” a brand or product. Some brands have succeeded in creating a large following based on their promise of being natural. However, do consumers seek out companies and products that are sustainable or is it merely a feel-good benefit? Show less

Marketing to different age groups is a consequence of an evolving society, so brands also need to evolve their strategies and demographic breakdowns instead of relying on tired stereotypes. Brand marketers must understand who they are speaking to when crafting claims, as this type of marketing outreach will impact different consumers differently. Older consumers tend to be more receptive to messages about preventing negative events, while younger consumers don’t want to be reminded of the… Show more

Marketing to different age groups is a consequence of an evolving society, so brands also need to evolve their strategies and demographic breakdowns instead of relying on tired stereotypes. Brand marketers must understand who they are speaking to when crafting claims, as this type of marketing outreach will impact different consumers differently. Older consumers tend to be more receptive to messages about preventing negative events, while younger consumers don’t want to be reminded of the negatives they are yet to face. Social media is a place where all different demographics can come together, but there are still best practices that can target a specific type of consumer. Show less

Body care, which has seen sales pick up recently after some slow years, has the ability to be a significantly growing segment of the beauty industry. This owing to the seasonality, varied skin types, myriad of needs, and the plethora of remedies and treatments that brands offer for different parts of the body. Of more than 50,000 online conversations about skin care that were generated in early summer 2013, 67% were about body care, underscoring its importance in the beauty industry. Research… Show more

Body care, which has seen sales pick up recently after some slow years, has the ability to be a significantly growing segment of the beauty industry. This owing to the seasonality, varied skin types, myriad of needs, and the plethora of remedies and treatments that brands offer for different parts of the body. Of more than 50,000 online conversations about skin care that were generated in early summer 2013, 67% were about body care, underscoring its importance in the beauty industry. Research shows that, although there are a lot of conversations happening on social media about body care and its associated products, there is a lot of room for brands to improve how consumers feel about products. Show less

On conducting a meta-analysis of social media data from within the skin care category, the results I found illustrate how social media research reveals true customer sentiment and passion regarding a brand, including which brands are most talked about and how, consumer reactions and buzz around ailments related to skin, and treatments sought for these ailments, consumer personas of skin care users, and most importantly, a deep dive into the emotional and personality elements of the skin care… Show more

On conducting a meta-analysis of social media data from within the skin care category, the results I found illustrate how social media research reveals true customer sentiment and passion regarding a brand, including which brands are most talked about and how, consumer reactions and buzz around ailments related to skin, and treatments sought for these ailments, consumer personas of skin care users, and most importantly, a deep dive into the emotional and personality elements of the skin care category and what it stands for in the mind of the consumers. Ultimately, the article shows how communications and social media warrant increased evaluation as consumer/marketer lines continue to blur. Show less

Even if you’re not a highly branded player in the market, you can learn from online category conversations in the social media space.

Along the brand-category spectrum, there are two extremes: some categories are so defined by a particular brand that they become synonymous with the brand (e.g., Kleenex and Popsicle); other categories are so commoditized due to the absence of a dominant brand (e.g., margarine, table salt or printer paper) that it becomes difficult for any brand to make… Show more

Even if you’re not a highly branded player in the market, you can learn from online category conversations in the social media space.

Along the brand-category spectrum, there are two extremes: some categories are so defined by a particular brand that they become synonymous with the brand (e.g., Kleenex and Popsicle); other categories are so commoditized due to the absence of a dominant brand (e.g., margarine, table salt or printer paper) that it becomes difficult for any brand to make itself known.

When conducting social media research, special challenges exist for brands that occupy the “brandless” extremes described above. These insights can be turned into actionable strategies. Show less

Social media is still a relatively newer way of interaction and consumer/customer understanding, meaning it comes with its share of strengths and traps. The healthcare industry still has lots of unclaimed territory on the social media space. In this article, I have shown how CPG has already had successes and made mistakes, and how healthcare can simply learn from them. Learning from the successes and failures of CPG brands, healthcare brands are ideally positioned to give their stakeholders… Show more

Social media is still a relatively newer way of interaction and consumer/customer understanding, meaning it comes with its share of strengths and traps. The healthcare industry still has lots of unclaimed territory on the social media space. In this article, I have shown how CPG has already had successes and made mistakes, and how healthcare can simply learn from them. Learning from the successes and failures of CPG brands, healthcare brands are ideally positioned to give their stakeholders exactly what they're looking for. Show less

Effective messaging: You know it when you see it. It hits home. It resonates. And the proof is in the sales numbers. But before a claim can be launched into the real world, it falls on the beauty brand owner and marketer to anticipate what will resonate most with consumers.

Powerful messages are a critical part of successful product marketing. The insights and recommendations derived from SKIM’s meta-analysis reinforce that fact and provide an additional level of certainty for successful… Show more

Effective messaging: You know it when you see it. It hits home. It resonates. And the proof is in the sales numbers. But before a claim can be launched into the real world, it falls on the beauty brand owner and marketer to anticipate what will resonate most with consumers.

Powerful messages are a critical part of successful product marketing. The insights and recommendations derived from SKIM’s meta-analysis reinforce that fact and provide an additional level of certainty for successful message development. Show less

In the realm of social media brand monitoring, it would be easy to conclude that volume equals brand popularity, especially when comparing one brand to another. Yet, when is volume a true measure of loyalty and positivity? Almost never.To deepen one’s understanding of consumers’ subconscious perceptions toward a brand, it is critical to evaluate how consumers view the brand’s functional characteristics, how they connect emotionally, and what personality the brand stands for. Within social… Show more

In the realm of social media brand monitoring, it would be easy to conclude that volume equals brand popularity, especially when comparing one brand to another. Yet, when is volume a true measure of loyalty and positivity? Almost never.To deepen one’s understanding of consumers’ subconscious perceptions toward a brand, it is critical to evaluate how consumers view the brand’s functional characteristics, how they connect emotionally, and what personality the brand stands for. Within social networks, deeply emotional insights can be interpreted with a high degree of certitude because they are coming from spontaneous and truthful conversations. Show less

One could argue that anyone with a Facebook account is engaged in a sort of informal observational, qualitative study every time they log on. Friends post recreational updates, movie reviews, political rants, life events and general musings – each of which provides a sliver of insight.

These shared insights are highly personal and unfettered, yet many are public and readily available – everything a marketing researcher or branding professional should hope for. Spontaneous conversations… Show more

One could argue that anyone with a Facebook account is engaged in a sort of informal observational, qualitative study every time they log on. Friends post recreational updates, movie reviews, political rants, life events and general musings – each of which provides a sliver of insight.

These shared insights are highly personal and unfettered, yet many are public and readily available – everything a marketing researcher or branding professional should hope for. Spontaneous conversations over the Internet provide a candid, honest and real-time view of consumer perceptions. But turning those insights into actionable strategies unleashes the true power of social media research. Show less

This research is made possible by the lucrative trend-spotting already conducted by myself, by speaking with numerous first hand designer sources and acquaintances. I was curious to learn primarily about the evolution of the ‘fit’ element of jeans.

My addiction to denim has made me curious about another trend that I have not quite embraced; distress. As if warning consumers of the distressful economic times to come, distressed jeans have technologically advanced over time and become a symbolic fashion staple. This article explores the death of denim, classically speaking.