Best Global Green Brands 2014

brand strategy

Drop the Logo: Abercrombie & Fitch Ditches Identity to Regain Fashion Cred

Posted by Alicia Ciccone on August 29, 2014 11:17 AM

Say goodbye to the ubiquitous moose silhouette and serif-laced font: Abercrombie & Fitch is going logo-less as a last-ditch effort to get teen shoppers back in its stores. 

After reporting its tenth-straight decline in quarterly sales this week, troubled A&F CEO Mike Jeffries said the retailer is "looking to take the North American logo business to practically nothing" after the brand had already cut logo-wear by 50 percent. By spring, A&F hopes to look a little more like the products seen inside fast-fashion houses like H&M, Zara and Forever 21: basic, and fashion—not brand—forward. 

A&F's plight is shared by teen retail rivals American Eagle and Aeropostale as well as its own Hollister brand, all of which heavily rely on logo-branded items that have since fallen out of favor with teen shoppers.Continue reading...

brands with a cause

ModCloth Follows Dove, Aerie in Pursuit of Values-Based Branding

Posted by Mark Dwyer on August 25, 2014 12:57 PM

Brand owners recognize that people are more likely to choose brands whose values align with their own. But how should a brand tell audiences about its values? Before taking a standard, media-based approach to communications, brands do well to consider a bold, attention-getting demonstration of its values to get people’s attention. 

ModCloth, the San Francisco-based e-tailer of women’s clothing, took action recently by being the first retailer to sign the Heroes Pledge for Advertisers as part of the #TruthInAds movement. The parameters of the pledge call for advertisers to not alter the shape, size, proportion, color and/or remove or enhance the physical features of models, although stray hairs may still be airbrushed away.

The brand, which has been supporting women of all shapes and sizes since its inception in 2002, has received praise and social media buzz for the move. “It‘s easy for us to sign on to something celebrating real people,” ModCloth CMO Nancy Ramamurthi said.  “When you see in the public this kind of change in attitude of embracing a company that does what’s right, companies will make the shift.”Continue reading...

brand news

Brand News: adidas Steps Up for World Cup, Tyson Wins Hillshire and more

Posted by Shirley Brady on June 9, 2014 08:57 AM

TOP 5 STORIES

adidas partners with YouTube for The Dugout World Cup streaming channel, and leads FIFA sponsors calling for an inquiry into Qatar's bid. Above, its latest World Cup spot (with David Beckham, Lucas Moura, Zinedine Zidane and Gareth Bale), which has passed 9 million views since Friday.

Tyson Foods wins bidding for Hillshire Brands.

Amazon starts managing payments for third parties.

Barclays joins wearable tech revolution with contactless payment wristbands.

Gap Inc. becomes first US retailer in Myanmar with Old Navy and Banana Republic manufacturing.Continue reading...

retail watch

American Eagle Deploys iBeacon Technology in Expanded Shopkick Partnership

Posted by Sheila Shayon on January 27, 2014 12:57 PM

American Eagle Outfitters has teamed up with Shopkick to deploy iBeacon technology in 100 AE and Aerie locations in what will be the largest rollout of the still-controversial tech across the apparel industry. 

Apple’s iBeacon technology uses Bluetooth LE to ping shoppers in-store and offer location-based deals, display location-specific rewards, discounts and product recommendations all without the customer even opening the ShopBeacon app.

"American Eagle Outfitters' shoppers are tech-savvy, social, and love their smartphones," said Shopkick CEO Cyriac Roeding, according to ClickZ. "ShopBeacon is able to connect to this new generation of shoppers as a trusted companion, by reminding opted-in users to open the Shopkick app at the entrance of the store, and further personalize their shopping experience with alerts and high-value rewards.”  

Additional Shopkick partners include Best Buy, Crate & Barrel, JCPenney, MasterCard, Old Navy, Simon Property Group, Sony, The Sports Authority, Target, Visa, Procter & Gamble, Kraft Foods, Revlon, Unilever, Pepsi, Levi's and HP.Continue reading...

brand trainwrecks

Abercrombie Tries to Right Itself While Lululemon Keeps Running Into Walls

Posted by Sheila Shayon on November 7, 2013 02:57 PM

And so the saga of out-of-touch retailers continues.

After a rousing few months of PR lows, teen outfitter Abercrombie & Fitch and yogi cult clothier Lululemon still have some gas in their engines. The purveyor of $90 stretch pants has largely recovered from its March "sheer pants" issue, with sales—and poor judgment—back at normal levels. A&F, however, has had a rougher go at it since the brand was thrust into the spotlight in May over some ill-advised comments from CEO Mike Jeffries that brought to light the brand's 'cool kids only' culture.

The consumer outcry over Jeffries' old comments—"A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely."—only added wood to the fire that was A&F's falling sales. The company netted its seventh quarterly consecutive loss in same-store sales this week, resulting in an overall 30 percent devaluation in 2013. And after months of trying to put a band-aid on the brand damage, A&F announced that it will begin stocking more styles and larger sizes of its women's tops by spring and even start selling shoes and accessories in a bid to woo back teens that have defected to trendier retailers like H&M and Forever 21. 

In an age where inclusiveness is the key, A&F's preference for the “all-American kid(s) with a great attitude and a lot of friends," could be called downright archaic. Outright ignoring the flourishing plus-size industry, the retailer previously only carried up to a size large for its women's clothing, while rival American Eagle, as well as H&M and Forever 21 produce XL and plus-size lines.Continue reading...

brands under fire

Another Failed Mea Culpa from A&F After Activists Show Up at HQ

Posted by Mark J. Miller on May 23, 2013 03:04 PM

It’s been seven years since Abercrombie & Fitch CEO Mike Jeffries told Salon.com that his company is only interested in outfitting the cool, hip, skinny, “all-American kid(s) with a great attitude and a lot of friends.” He’s been paying the price for his exclusionary comments, though, for the past few weeks since Business Insider republished the quotes in a story about how A&F didn’t carry any women’s XL or XXL sizes.

The A&F brand has been taking a beating since. YouGov’s BrandIndex charted 18- to 34-year-old’s thoughts on the brand versus fellow retailers H&M and American Eagle. The latter two went up slightly while A&F’s numbers plummeted. Jeffries, no doubt, is regretting his comments from way back when (or at least is annoyed that BI brought them to the world’s attention again). On May 15, Jeffries posted a note to the company’s Facebook page that went for the old “quote has been taken out of context” argument and claims that the company is “strongly committed to diversity and inclusion.”

That may be so, but Jeffries may have misstepped again Wednesday when a group of teen activists showed up at the doorstep of the Columbus, Ohio, headquarters of his company. They were taken in, People magazine reports, and had a meeting with company execs but Jeffries didn’t bother to stick his head into the proceedings even though this has been a PR disaster for his company.Continue reading...

brands under fire

Lingerie Riots in Russia Fuel Controversial Advertising Trend

Posted by Abe Sauer on March 26, 2013 12:19 PM

One year after the Moscow show that landed Russian punk band Pussy Riot prison time (and global fame), a German lingerie brand is using the anniversary to sell racy undergarments.

Crass commercialism? Of course. But that's not the problem. The problem is backfire. Backfire is what another lingerie brand, Victoria's Secret, also faces with its latest marketing push.

The brand, Blush, debuted a not-so-safe for work video on YouTube, saying, "On the first anniversary of the Pussy Riot concert in the Cathedral of Christ the Savior, the Berlin based Lingerie label blush supports the free pussy riot movement with a sexy protest march through icy Moscow (-15° C). Support Freepussyriot.org!"Continue reading...

tech style

Aeropostale Banking on Tech to Reel In Millennials

Posted by Mark J. Miller on March 21, 2013 06:13 PM

Aeropostale is going hard after the Millennial market by using digital technology to attract young consumers.

After redesigning its stores last fall, Aeropostale is now adding in-store iPad kiosks as well as a new mobile app in the hopes that the Touchscreen Generation will fill up both their online carts and in-store baskets with their goods. "This is the future," said Jacob Hawkins, Aeropostale's vice president of e-commerce, according to Business Insider. "This is the way [teens are] going to interact with our brand."Continue reading...

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