Nicolas Loufrani’s Post

This marketing shift transformed our business 🤯 And I WISH I knew this sooner. A movement and a brand are not the same thing and confusing the two might lead you to missing out on the unique benefits of both. → BRAND: A unique identity. It’s about the feelings and perceptions people have when they think about it → MOVEMENT: Is designed to get people motivated and energised. It involves a shared vision, an identity shift and a group of people with a similar purpose Just like Ganni: → GANNI'S BRAND: Distinctive style, bold, expressive and playful → GANNI'S MOVEMENT: #GanniGirls embody more than just a fashion statement. It's a lifestyle AND mindset - a collective of individuals expressing themselves confidently and freely. Dressing with joy, they prioritise fun over overthinking, making it a unique form of self-expression. Do you want to build a company for the long run? Then focus on building a movement AND a brand 🤗

Great insight from the leadership at New Balance. Speaking to the importance of identity, it truly is the focus of what ensures your brand can walk a different walk. While identity can (& should!) evolve as the years change, there has to be a consistent stream of values that paints a unique brand picture and the stories that follow. #BrandIdentity #Marketing #Branding

Let’s face it… the “branded collaborations” market has gradually evolved into a diluted space due to the sheer quantity of releases and lack of authentic storytelling, leading to consumer fatigue and general apathy. Brands are increasingly utilizing #collaborations as a tactic to generate immediate commercial return instead of establishing brand positioning or driving brand consideration. Simply put, collaborations are losing their reason for being.  Here are some of the tactics that New Balance followed to elevate as a global creative leader in the collaborative landscape: 1. Focus. Don’t be afraid to say “no.” Be thoughtful and considered. Find partners that are truly a reflection of your brand values. 2. Find your “WHY:” We strive to be the most premium athletic brand in the world. From Made in USA classic masterpieces, to retro mashups, to our Tokyo Design Studio - collaborations exist to exemplify the quality of our product. 3. Enable a co-authored vision. Foster a partnership mindset instead of a sponsorship mindset. Provide collaborators with the freedom of voice and expression to tell stories about “your” brand through “their” eyes. Collaborations are an intersection of two or more brands unifying to create something special - this can only occur if true cross pollination exists. 4. Embrace your identity! Celebrate your differentiations & take calculated risk. As a brand, New Balance has a long track record of granting up-and-coming brands, designers, and individuals with their first ever collaboration to celebrate our entrepreneurial spirit. We strive to have our finger on the pulse of culture by discovering who is “next.”  A massive thank you to our collaborative partners around the world for believing in this vision. 👟 🔥 Best of 2023 NB collaborations via Highsnobiety: https://lnkd.in/gGzvG8Wk #collaborations • #branding

Gap and LoveShackFancy's collaboration is a great example of how established brands can mingle with newer brands. This is how interesting #consumerproducts come to market vs. one brand 'doing it all'. Here are a few #consumerinsights we've learned over the years on why this is a good idea: ➡ Post pandemic, consumers have a 'we're in this together' mindset and they want to see more brands working together vs 'every man for himself'. ➡ Consumers are overwhelmed by the myriad of products brands come out with. There's an overall sentiment that it's just to make money. While a partnership is still to make money, there's an overall sentiment that it feels more considered and innovative. ➡ Established brands can get tired and consumers will often forget about them and move onto newer brands. Brand partnerships between more established and newer brands can revive the older brand while establishing more trust for the newer brand. ➡ Newer / boutique brands can often be perceived as inaccessible because of the higher price. A partnership between a more everyday brand and a more premium brand can make the premium brand feel more accessible.

Have you caught the buzz around KHY? Kylie Jenner's latest venture into the high-fashion arena has certainly grabbed attention. The brand due to release its debut collection on November 1, 2023, manifests a captivating fusion of modernity and accessibility in fashion. Background At a youthful age of 26, Kylie broadens her entrepreneurial horizon yet again with ‘KHY’. In collaboration with Namilia, the debut collection notably features a range of black leather garments, reflecting a unique edge in today's fashion narrative. Killing it at marketing Kylie Jenner, with her significant social media clout, leveraged her platforms to create a buzz around KHY. The anticipation built around the brand even before its release highlights the power of personal branding and social media in contemporary marketing strategies. The launch was heralded on KHY’s official Instagram account, which already boasts half a million followers, showcasing the modern-day emphasis on social media as a crucial tool for brand promotion. The brand's online storefront went live on khy.com, marking its entry into the competitive fashion market. While exact sales figures are awaited, the online engagement signifies a promising inception for KHY. Takeaway for businesses The KHY launch embodies the leverage of personal branding and social media in releasing new ventures. It also underscores the importance of collaborations, in enriching product offerings and creating a diverse brand narrative. The blend of accessibility with high-fashion as showcased in KHY's debut collection hints at the evolving consumer expectations. It signals brands to align with these shifts to stay relevant and competitive in the market.

Membership Programmes. The Future of Building Community for Apparel Brands? 👇 This week, I am introducing a new series to Friday Thread called TRENDS. I love sharing behind-the-scenes of building Torsa, but in such a fast-changing landscape, it’s important to share what I see happening across the industry. TRENDS aims to give you an insight (and hopefully some inspiration) to make better decisions in your current, or future apparel business. For the first instalment, I am exploring the rise of membership programmes in the sports and outdoor industry. Case studies include; • Building a membership focused on sustainability and circularity with Early Majority ♻ • How Bandit focus on product and partner discounts to help drive community 🤝 • How Your Friendly Runners offer a unique membership that adds value for runners goals 🏃♂️ Please share, subscribe and let me know your thoughts on this new series in the comments 🙂 #community #communitybuilding #communityengagement #membership #startup #newsletter #trends #communitydevelopment #sportswear #sustainability https://lnkd.in/e5SaAh3M

The best thing is when you hear someone's story and can't wait to share it. That's how I feel about our Behind The Shelves interview with Julianna Dahbura of Deco Beauty for Shops Around The Corner. And major thank you to Tina Heileman for setting this up 😊 Deco is a brand that makes fun, playful nail stickers. They often do collaborations with brands including names like Tower 28 Beauty, Inc. and Lisa Says Gah. One of the most unexpected collaborations that Julianna shared with us was for Christie's. Christie's approached Juliana to make nail stickers to celebrate the launch of their streetwear department, known as Department X, in 2022. Julianna also shared some tactical information that anyone can apply to their business 👇 ⚒ TOOLS 1) Peel Insights is a great analytics tool to use if you have a Shopify store and want up-to-date information on how your online store is performing. Juliana says, "I’m obsessed with it. I wake up to it while I'm in my bed." 2) ClickUp is an incredibly useful tool to manage the craziness of business and life. 😊 BUSINESS 1) Find ways to make things personal. Julianna hand-delivers any order to a store that's in her neighborhood. Giving retailers the opportunity to put a face to the brand helps cement the relationship and ensure reorders. 2) It's about the energy you give. Something I've discovered while interviewing different store/ brand owners is the ones with the "coolest spaces" actually shopped on Facebook Marketplace and other secondhand sites. (Julianna's showroom is an incredible masterpiece of pink, and it's all secondhand except for an Ikea closet.) Ironically enough, customers end up thinking that these spaces were created by interior designers. I guess the moral of the story is that it's easy to get caught up in the fancy things, but stay true to yourself and your business. 3) Go to events. During our interview, Juliana mentioned all the different connections she made at events. If you're choosing between Netflix and your couch or an event, consider going to the event. Full link to article in comments

Something that has been grinding my gears A LOT has been brands' low-energy attitude to collaborations. Collaborations have become part of brand-building architecture today; everyone wants to collaborate, whether to chase clout or to be seen as relevant. But it's not as easy as going, "They're cool. Let's partner with them." There has to be a meaning behind it. So when I saw GAP's collaboration with Jungle & Tyla, I got excited. They get that collaboration isn't about putting two logos together on a jumper or a sneaker. It was just a collaboration on video -- marrying fashion, music and dance into one place. GAP wanted to showcase their linen line (and return to their advertising roots: thinking about the iconic Juliette Lewis and Daft Punk ad!), and Jungle got a platform to show their music and choreography. You can tell that no elastic was stretched. It made sense - and the numbers show that! 3M views on TikTok in 5 days; quite good going for an advert... It's not always about collaborating on products but sharing minds and art forms, showcasing their crafts, and offering a new perspective. Brands must focus on what makes them good and then collaborate with the people who will make you better. That's what GAP did. https://lnkd.in/dvDM_66c

What happened to Victoria's Secret? Victoria's Secret, once the crown jewel of the lingerie world, underwent a massive rebranding. But did it hit the mark? 👼 Their iconic Angels were not just models; they were a marketing phenomenon. The annual fashion show was a spectacle, turning lingerie into global entertainment. →The brand's messaging? Exclusivity, luxury, and a very specific beauty ideal. 📉 The Downside: As the world evolved, so did our understanding of beauty. Diversity, inclusivity, and representation became non-negotiable. Victoria's Secret's marketing, however, remained static for too long, cementing an image that became increasingly out of touch. 🔄 The Rebrand: Enter the VS Collective - a diverse group of accomplished women. A great step, but it felt like a reactive move rather than a proactive vision. The question lingered → Was this genuine evolution or a desperate pivot? Important points Victoria's Secret should have focused on ⬇️ 1️⃣ Customer-Centric Evolution: Understand the changing dynamics of your target audience. Host focus groups, engage with customers online, and truly listen. 2️⃣ Broaden Product Line Authentically: Instead of just adding diverse faces, ensure the products cater to a wider audience. Sizes, styles, and functionalities matter. 3️⃣ Consistent Messaging with Heritage: While evolving, retain elements of what made Victoria's Secret unique. It's about merging the old with the new in a harmonious way. In today's age of authentic branding and representation, can established brands like Victoria's Secret truly reinvent themselves without losing their essence? Share your thoughts below! ✍️

Meet the marketing genius behind the Kardashian family's business empire 💐 East London-born entrepreneur Emma Grede, a college dropout, is now responsible for a multibillion-dollar empire. From the juggernaut success of Skims to Kylie's hit clothing brand KHY, Grede has solidified herself as a powerhouse. 👉 Long before inclusivity became ingrained in every brand's playbook, Grede recognised a gap in the market for a denim brand that championed size inclusivity. She co-founded Good American Denim with Khloe Kardashian, which sold $1 million on day one and is now valued at over $1.5 billion. 👉 Grede then teamed up with Kim Kardashian to launch the shape wear brand we now know as Skims, creating a marketing playbook rooted and centered around the rapid pace of culture. It's now valued at $4 billion. 👉 Hype and demand is Grede's speciality. She recognises the significance of capitalising on the Kardashians' influence and leveraging that to find a niche for them to dominate. This led Grede and Kylie Jenner to launch KHY this year, selling $1 million on its first day. With a stake in the Kardashian brand that puts her net worth at over $360 million, I think it's safe to say that she earned it. If we've learned one thing from Grede's success it's that behind every thriving celebrity business is a secret weapon responsible for running the ship. And in Grede's case, a multibillion-dollar ship 🤑