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The coolest campaigns, what they're doing and why they're working. In short, how to communicate with consumers now

193 posts  |  Last entry Dec 06, 2018

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‘Oh Hey Girl’ founders on community-building, and designing for the ‘gram

In two short years, 'Oh Hey Girl' has blossomed from a Depop page into a womenswear brand in its own right, with 220k Insta-fans to suit. WGSN caught up with founders Jade and Symone to talk increasing demand for speed-to-market, and relationship-building with their customer.

K-WAY X KAPPA – Collaboration, authenticity and brand loyalty

A recent collaboration between raincoat brand K-WAY and sportswear brand Kappa is an example of how retro labels are seeing a big resurgence in the streetwear market – and how that trend can heighten another brand's relevance.

Zegna’s XXX launch takes in experiential event and WeChat link-up

Luxury Italian menswear brand Ermenegildo Zegna unveiled a WeChat Interactive Partnership late last week, to celebrate the launch of its latest XXX collection, its more urban, relaxed offer.

Diesel boldly channels the negative into a positive via its new ‘Hate Couture’ collection/campaign

Diesel is boldly tapping into the notion of hate for its latest collection and campaign, printed with some of the worst comments that have been made about the brand’s celebrity roster on social media.

Eccentric Sensibility: Mulberry launches immersive experiences across Seoul

As experiential retail continues to resonate well with consumers, Mulberry is taking its Autumn Winter 18 collection out east to South Korea, with a series of immersive experiences across Seoul.

Benetton goes naked for diversity and inclusivity-focused campaign

Benetton is back making waves with its marketing campaigns following the return of Oliviero Toscani to the fold last year. His latest piece of work for the Italian brand makes a point about inclusivity by the campaign for its autumn collection featuring naked models.

Fashion retail: Selling with Pride

With London pride painting a rainbow over the city last week, we take a look at the retail data behind the stripes to see the wider effect on the market. WGSN's Isabelle Coates reports.

Cannes Lions 2018: Hackvertising (and why you should consider it)

Buzzword or the next big thing in advertising? This year at Cannes Lions, Burger King took to the stage to celebrate the success of hackvertising. The company's CMO walked the audience through five steps to successfully own this space.

marketing

Marketing best practices: How to be relatable

Unless your marketing, copywriting, and advertising departments are all somehow made up of your target consumer, matching their tone of voice is always going to be challenging. WGSN explores how to be relatable.

Cannes Lions 2018: Where to watch WGSN Trendtalks

Thinking about their future consumer priorities, Gen Z behaviour and how to build a strong brand, our WGSN experts are heading to the French Riviera to inspire creatives.

Gen Z perspective: Instagrammable design strategy

In a digital age where trending items can be circulated rapidly, it can be difficult for the “it” item to still exist. Here, WGSN looks at three fronts of major branding efforts, and how the harmony of all three together can create great success for your brand or client.

China Influencer Summit: The key takeaways

With China's increasingly cluttered influencer space, it's hard to know how to approach this rapidly growing marketing segment. Last week, marketing agency UpLab held its first China Influencer Summit to help understand how to approach and select which influencers to work with.