NABS’ Post

New CEO turn-around PR 101: Change the Narrative. The key to the positive impact of this piece is in how it focused on just one brand in the VF portfolio, Vans, as a representation of the larger issues; a bottom up approach that makes the challenges feel addressable, instead of trying to dissect the challenge from the top down, which could feel too big. #PR FTW. Bracken Darrell. Also, this was a surprise: "VF’s net income in the most recent fiscal year declined more than 90% from a year earlier, partly because of the devaluation of its streetwear brand Supreme. VF shares are down about 75% since the end of 2021, making it one of the worst-performing stocks in the S&P 500 index over that period. Debt has ballooned to $6.7 billion." https://lnkd.in/g9zYRT3J

We love finding a new audience with blue ocean thinking. Today we live in a world where sneakers and suits have collided to create a fashion statement, it's no surprise that even Stanley, originally designed for construction and manufacturing, has found its niche in the trend to finding their new audience. Just like Stanley pivoted to stay relevant with the 'new pink,' Vans too can navigate its stay-cool evolution. From its roots in the early stages of skateboarders' culture, I think Vans can set its sights on conquering modern corporate America. Professionals are confidently striding into meetings and conferences, not just with impeccable suits, but with sneakers that match both their attire and their personalities. It's not just about footwear; it's about making a statement and defining a new era of style. Personally, I love checkered Vans 🏁🙌 #VansTransformation #SuitsAndSneakers

Am I Still Cool?   In The Wall Street Journal's sprawling narrative of Bracken Darrell's mission to rejuvenate Vans and its parent company VF Corporation, there lies an underlying theme that resonates beyond the corporate sphere: the timeless appeal of authenticity. As someone who may not fit the conventional 'cool' mold and feels somewhat disconnected from the youth-centric vibe of Vans, yet owns four pairs of their shoes, I find myself inadvertently intertwined in this tale of revival and identity.   The journey of Vans, a VF Company, mirrors a broader cultural shift. Once the hallmark of counterculture, epitomized by its association with the Warped Tour, Vans now grapples with a changing audience and a need to reinvent itself. This scenario is not just a business challenge for Darrell; it's a reflection of a societal evolution where the definition of 'cool' is constantly in flux.   What is it about Vans that attracts someone like me, who considers themselves neither trendy nor young? Perhaps it's the authenticity that Vans has embodied since its inception. Maybe I’m trying to relive my skateboarding youth or impress my teenage daughter. Either way, this authenticity is not just about staying true to a brand's heritage; it's about resonating with a diverse range of consumers, each with their unique sense of style and identity. Owning the four pairs of Vans shoes, I realize that the brand has subtly transcended age and fashion trends to become a staple that appeals to a sense of individuality.   For those of us who might feel 'old' or 'out of touch' yet find comfort and identity in a brand like Vans, this corporate transformation journey is more than a business case. It's a testament to the enduring power of authenticity in an age where being 'cool' is no longer confined to a specific age group or subculture. Vans' potential resurgence under Darrell’s leadership could reinforce that you don't have to be part of the youth culture to appreciate a brand that has historically represented a rebellious, independent spirit.   As VF Corporation embarks on this journey of transformation, it stands as a reminder that in the world of fashion and beyond, authenticity never goes out of style. Whether you're a teenager skateboarding in the park or someone who's past the days of chasing trends, there's a common thread – a desire for authenticity, quality, and a touch of nostalgia. Maybe it’s time to dust off the old skateboard and head to my local skatepark for a spin (Vans, helmet, kneepads, and first-aid kit in tow).   In today's fast-paced market, maintaining brand authenticity while driving innovation is critical. At Boldsquare we strive to help our clients looking to navigate this balance. Our expertise can guide your brand to stay true to its roots while adapting to contemporary demands. #vans #culturaltransformation #authenticity #retailers #wsj #skateboarding

Starting in 2016 VF Corporation, the company that owns iconic brands like Vans, a VF Company and The North Face, a VF Company, began to centralize decision making. Brands had to co-locate and follow the mandates of HQ units like "demand generation," "brand experience," and "retail excellence." The result: bureaucratic bloat and loss in vitality. VF provides a cautionary tale. If you're at HQ, the natural tendency will be to overstate your value added, and the temptation will be to move decisions closer. So next time you hear the siren song of "centers of excellence," or "consolidation," ask yourself: what are the costs in terms of foregone initiative, speed, and accountability? An ever better question: how do we capture collective value added -- creating linkages between different parts of the organization in a way that maximizes scale and scope advantages -- without erecting byzantine administrative structures at the center? For instance, how do you encourage best practices and learning to flow horizontally, not vertically? Happily for VF, new CEO Bracken Darrell is devolving decision rights back to the brands. Reversing the ratchet of central control isn't easy, especially with activist investors playing close watch. I wish him all the best. Un-paywalled link: https://lnkd.in/dBTu6mKi

What Can Retail Learn from Discord? With 193M monthly active users, brands like AllSaints, Gucci, Louis Vuitton, and more are already building Discord communities. In short, brands are finding Discord perfect for: ➡️ Meeting customers where they are ➡️ Gaining a deeper understanding ➡️ Building brand loyalty See the full list of lessons and opportunities for retailers: 👉 https://lnkd.in/eUmHUvPK — Music by Grand_Project from Pixabay

CREATING POSITIVITY It’s one thing I’ve always aimed for. Every time you meet someone. Engage. Listen. Create a positive feeling. Leave them inspired. Thats why we try to learn as much as we can about our customers. How can we support. What do they need. Not just product. But also….. Service. Accessibility. Inspiration. Energy. Creativity. And fun! All sounds like just a bunch of words, but when we are building systems and processes to reach more people. These are the words that they are centred around. How are you going to leave a positive feeling in a meeting today? 🐺👓 #wolfpack #beinspired #energy #eyewear #growthmindset #openmindset #eyewearfashion

Rosie Middleton, head of ecommerce and brand at womenswear etailer DANCING LEOPARD CLOTHING LIMITED, picked up the Rising Star accolade at the Drapers Independents Awards 2022. Ahead of this year's event on 21 September, Middleton tells Drapers how the business has innovated both product and operations to stay ahead. Read more below. #independents #ecommerce #womenswear #indieretail #etail #comment #retailnews

I would love to see financial institutions tap more into culture. Here’s a creative campaign concept I recently created 🧠 The Shoebox is iconic in black culture. It represents hope, ambition and perseverance. 👉🏾Before we wrote money affirmations in our journals we spoke them into our Shoebox. 👉🏾Before we opened bank accounts we made deposits into our Shoebox account. 👉🏾Before we invested in safes and safety deposit boxes we stored our Shoebox safe under our beds. Our Shoebox was our safe. Our Shoebox was our bank. Our Shoebox was our affirmation journal. Greenwood is our new Shoebox. Nike is our forever ✔️ The brand partnership you didn’t know you needed: Greenwood x Nike 💡Visually I would like to see a matte black shoebox with a signature money green Nike logo and the Greenwood logo wrapping the entire box as a pattern. #culture #brandpartnerships #creativemarketing #marketing #branding #dei #banking

this is *buzzing – 🧡🩷💛💚🩵 your weekly update from the world of brands and pop-culture. This week was incredibly eventful – let’s recap the highlights: the best shows from #ParisFashionWeek, Kendrick's "Ken & Friends" show for Amazon Music, Takashi Murakami x New Jeans, and Asap Rocky's campaign for Bottega Veneta for US Father's Day. What were your highlights of the past week? #culturalmarketing #brands #advertising Read the full update here ⬇️⬇️⬇️

Yesterday I had a call with Tommy Hilfiger, here are my takeaways: - create aspirational products (make the customer feel like they are now part of a “cool kids club”) - masstiege (prestige for the masses, affordable yet aspirational) - luck is made through hard work (if you get lucky it’s because the hard work you’ve put in leading up to that “luck”) - if you don’t understand your business, it will go out of business (understand the numbers, the REAL business) - products that WOW (surprise the consumer) #tommyhilfiger #corporategifting #brandbuilding #hamptonchocolatefactory