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Branded Content: Watch before you buy

08 Nov 2012 | by Suzy Bashford

this year for its 'shoppable' short film for fashion brand ASOS (see case study, page 38). It wasn ... - have come together.' Fashion brands are at the forefront of this 'dynamic content' trend ... , below). Many commentators are hailing this approach as the 'future' of online fashion marketing ...

EDF, Homebase and Heinz, and the marketers behind cultural change

10 Oct 2012 | by David Benady

themselves at the heart of any change of culture. Power of marketing In many FMCG, retail or fashion ...

My-wardrobe.com's Sarah Curran on building an online brand

04 Oct 2012

fashion retailer, talks to Nicola Kemp about her personalised approach to business...built the ecommerce brand from scratch, and introduced shoppers to a host of fashion designers ... an online fashion brand? Editorial is important, but the end goal is always to produce sales ...

Benetton's Gianluca Pastore on emulating the brand's glory days

02 Aug 2012 | by Matt Chapman

for its advertising output, using digital to foster a dialogue with customers, press ads in fashion titles ... take place. Furthermore, the brand's failure to keep pace with the 'fast-fashion' high-street stars ... . 'We consider the market divided into product specialists and lifestyle fashion specialists,' he says ...

Adidas' Nick Craggs on defending its London 2012 territory

11 Jul 2012 | by Alex Brownsell

. It continued efforts to push Adidas as a youth-focused brand, with a mixture of fashion, music and sports ...

Brand Health Check: Umbro

20 Jun 2012 | by Rachel Barnes

or 'sports casual' fashion - with a definite sense of where it can compete. - Umbro can be the global ... and find more renowned partners in sport, and potentially fashion, to grow equity and visibility ...

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Leading-edge thinking

13 Jun 2012

their fashion ideas from people they admire in bands, films and wider culture and ASOS created an interactive ...

Brand Health Check: French Connection

31 May 2012 | by Kim Benjamin

The fashion brand has celebrity fans, but is struggling against high-street rivals....of French Connection's King's Road store in London. While the mid-market fashion brand has built up a ... on the high street has been far less impressive. The fashion retailer's shares crashed by nearly 25 ... , particularly at the fast-fashion end. We asked Peter Corrieri, director at fashion consultancy EPFD ...

Brand builder: Under Armour

24 May 2012 | by Kim Benjamin

sports, casual and fashion ranges. Brands such as Under Armour require further investment in broader ...

Consumer insight: what marketers need to know about the New Type A woman

28 Feb 2012 | by Nicola Clark

-career woman, having it all at the expense of everything else, is as out of fashion as bankers' bonuses ... , but also kind, compassionate, fashion-loving and funny. Inaccurate stereotyping However, just ... in every area of their lives Broad tastes 90% of NTAs say they have varied interests, from fashion ...

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