lather, rinse, rebrand
Posted by Mark J. Miller on June 26, 2014 04:41 PM
Juicy Couture, once the uniform of pseudo-celebrities like Paris Hilton and Kim Kardashian, rose to enormous fame as the darling of the 2000s' teen fashion queens.
But with the passing of the Millennium also came the fall of the fashion brand, which slipped deeper and deeper into shopping mall oblivion over the last decade as its label was dropped from Lord & Taylor, Saks Fifth Avenue, Nordstrom and Neiman Marcus. Parent company Fifth & Pacific sold it to Authentic Brands Group—the owner of trademark rights to such dead celebs as Elvis Presley and Marilyn Monroe—back in September, relinquishing any remaining high-end appeal when it landed on Kohl's racks two months later.
With plans to shut down its remaining storefronts by the end of this month, it seems the brand has little life left in it. But that's not the case, as Authentic Brands has grand plans to relaunch the brand both in the US and abroad with new looks, merchandise and partnerships.Continue reading...
Posted by Sheila Shayon on November 15, 2013 03:42 PM
Swedish retail giant Hennes & Mauritz is gunning for its “coolly-minimal younger sibling,” COS, to make big a splash in the US market after building up quite a fanbase in Europe, Asia and the Middle East. The brand will make its debut in the spring, joining fast-fashion phenom H&M.
But the higher-priced, more artsy brand has no intention of settling for second place. According to H&M's head of business, Marie Honda, the high-fashion brand has the potential to be huge. After testing the waters earlier this month with a NYC pop-up shop at Opening Ceremony, the upscale, minimalist and cosmopolitan COS brand will target US ities "that have an international feel," Honda told Women's Wear Daily.
Come spring 2014, the brand plans to launch US e-commerce and open its first store in April in NYC's Soho neighborhood.
It’s a strategic shift for H&M, which launched in the US market as a trendy and cheaper alternative to Gap, Zara and Forever 21, and for whom American stores deliver the most revenue after Germany.Continue reading...
Posted by Sheila Shayon on August 14, 2013 05:56 PM
Al Jazeera America, already dubbed AJAM, an offshoot of the Al Jazeera media conglomerate funded by the government of Qatar, is readying to make its debut in a market where it already has history—though it hopes US viewers will quickly forget that.
After buying its way in on the back of Al Gore's failed Current TV, the network, which has 70 offices around the world, has set up shop in dozens of markets across the US, where it is headquartered in New York but also has bureaus in underserved cities including Seattle, Nashville and Detroit. Aiming to corner the nonpartisan, investigative journalism market that has all but disappeared from US news networks, the brand faces a unique and trying flaw in its reputation. Al Jazeera seems to jar only one memory in the minds of Americans—9/11.
Prior to its foray into mainstream US media, Americans had only heard Al Jazeera's name in relation to grainy al-Qaeda videos delivered from the hands of terrorism mastermind Osama Bin Laden and anti-American views on the wars in the Middle East. While years have passed since Bush-era Defense Secretary Donald Rumsfeld accused the network of "promoting terrorism," the network is still very conscious of the sensitivities to the brand in the US market—so much so that the new branch's acronym, AJAM, was quickly adopted to create a decided mental break from its parent company and affiliates.Continue reading...
Posted by Mark J. Miller on July 15, 2013 11:24 AM
The whole branding industry may be for naught in North America. According to the new Nielsen Global Survey of Consumer Shopping Behavior, those residing in North America and Europe are much more concerned about the pricing of a product than its brand. Meanwhile, consumers in the Asia and Asia Pacific regions are impulsive, brand-centric shoppers, while those in the Middle East and Africa tend to consult industry experts for advice on the most famous brands.Continue reading...
sip on this
Posted by Dale Buss on February 27, 2013 02:18 PM
Coca-Cola keeps moving forward with global consolidation as it swallows up the remaining stake of a juice brand in Europe and launches two new brand platforms in the Middle East.
In Europe, Coca-Cola is moving to acquire almost all of the 40 percent of Innocent Drinks that it didn't already own after raising its stake in stages beginning in 2009. Innocent makes smoothies, juices and other healthy foods and has been a rising better-for-you brand in Europe, building its brand equity on corporate "innocence."
Will Innocent and Coke face a European-consumer backlash over the brand's now-complete dependence on a well-known multinational company that some say isn't quite so innocent? After all, it's recently come under new criticism by Oxfam over allegely unethical practices.Continue reading...
Posted by Shirley Brady on January 18, 2012 01:14 PM
Lancôme has signed its first Muslim model — the 22-year-old gamine-cropped Tunisian, Hanaa Ben Abdesslem — as a global face. The brand features Hanaa, who debuted as a model in Vivienne Westwood's spring 2011 runway show and broke out a few months later after cropping her hair for Givenchy, in the short film above; check out her first campaign work for the makeup brand below.Continue reading...
Posted by Deborah Dunham on February 26, 2010 11:10 AM
With over 400 million active users, the world’s most popular social networking site has set its sights on the Middle East in an attempt to capture more of the Arab market.
In what they described as a “massive” opportunity, Facebook has announced its partnership with the Middle East digital advertising firm, Connect Ads, to launch acquisition campaigns similar to what they did in Europe and Asia. This time though, the socially conservative Arab market will dictate more of their strategy as Facebook looks to expand on its existing Arab customer base of 10 million users.
Acknowledging that they need to be culturally sensitive where strict government controls typically block websites and communication around political, religious, and moral issues, Facebook’s strategy head for Europe and the Middle East, Trevor Johnson, told the Associated Press, "It's whether or not we can continue to deliver on the local market experience people expect, but within the rules and regulations. That's one of the biggest challenges, is building that side of things."Continue reading...