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brand collaborators

The Polished Home: OPI, Ace Hardware Bring the Nail Salon to the Living Room

Posted by Katie Conneally on July 10, 2014 06:17 PM

It used to be that you could spot bold nail polish colors, elaborate nail art and sparkling gel manicures on hands left and right. But after several years of unparalleled growth, the nail polish market has slowed down, with retailers like Coty (which owns OPI) noting a four percent drop in sales at the end of 2013. 

So this year, it’s no surprise that nail polish brands are turning to new, innovative partnerships to reposition nail polish as not just a beauty product, but a key part of consumers' aesthetic lifestyle, in an attempt to drive sales and attract new customers. 

OPI is leading the way through a collaboration with Clark+Kensington, a line of house paints from Ace Hardware. Together, they’ve developed three new color palettes of house paint that match some of OPI’s most illustrious colors. Each palette contains 6 shades and is designed to reflect consumers’ personalities with names like "The Artist," "The Wild Heart" and "The Romantic."Continue reading...

tech style

Google Taps Its Favorite Fashionista for New Glass Styles

Posted by Sheila Shayon on June 4, 2014 10:42 AM

Google is betting that fashion doyenne Diane von Furstenberg can do for the now-glanceable Google Glass what she did for her iconic wrap dress

This week at her New York City headquarters, DVF revealed her latest fashion collaboration alongside her 2015 Resort Collection: "DVF | Made for Glass," a collection of DVF-branded sunglasses and prescription frames made specifically for Google Glass, which marks the tech company's first fashion partnership.

The collection, which will go on sale on June 23 with prices starting at $1, 620, "attempts to diminish the visual impact of the lipstick-sized bar that sits on top of the wearer's right eyebrow, either coloring it in the same shades as the frames themselves, or giving it a complementary hue," The Verge reports. The DVF collection follows Google's own Titanium collection launched in January. 

After Glass was initially received as “nerdy at best," von Furstenberg, a longtime partner of Google, was given the creative keys to design the first Glass accessories not made by Google. von Furstenberg has championed the technology since 2012 when she outfitted her runway models with Glass, calling it a "historic creation."Continue reading...

branding together

Hello Kitty x Playboy Partners on Not-for-Kids Collection for Colette

Posted by Abe Sauer on March 12, 2014 02:33 PM

Hello, Kitty! Beloved Japanese children's icon Hello Kitty had officially teamed up with Playboy. Yes, you read that correctly. Not the most obvious brand collaboration, the two entertainment brands are being brought together by cutting-edge French fashion retailer Colette. The co-branded collection consists of everything from socks to lighters to cameras to sucettes (lollipops). Obviously not geared for kids—and you will never look at Kitty the same way again...

campaigns

Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

brand collaborators

Target Prepares to Launch Pro-Social Designer Collection with FEED USA

Posted by Sheila Shayon on May 6, 2013 11:41 AM

More than 50 million Americans are “food insecure,” according to a 2011 US Department of Agriculture study. In its latest designer collaboration, Target is partnering with FEED Projects to help change that. 

Target is joining forces with Lauren Bush Lauren's FEED Projects, which has previously partnered with Gap, Bergdorf Goodman and Pottery Barn, but the Target partnership is the largest to date. The collection is due to launch June 30. The duo just wrapped up a five-city tour of Feeding America programs that took them to food banks and local pantries in San Francisco, Minnesota, New York City and more. Target and FEED are hoping the partnership will generate 10 million meals for Feeding America.

"Target (has) such a massive reach that we just don't have," Lauren told USA Today. "So it's wonderful when we can partner with Target to really just blow it out and have such a big impact in a short amount of time."Continue reading...

brand evolution

Havaianas: From Peasant Footwear to Global Fashion Powerhouse

Posted by Barry Silverstein on April 24, 2013 05:38 PM

Havaianas, best known to the world's consumers as the brand that represents the ubiquitous flip-flop, turned 50 in 2012. It was a year in which the Brazilian company made enough flip-flops to circle the world 50 times.

Carla Schmitzberger, who oversees the brand in her role as head of the sandals business unit at Havaianas' parent company, Alpargatas, said that until the 1990s, "mostly poor people wore" Havaianas. "However, there was a small group of wealthier people that were wearing the product, but they were wearing them at home, and they were embarrassed to be seen with them because they were considered a poor person's footwear," she shared in an interview in the latest edition of Interbrand IQ.

Indeed, the brand was launched in 1962 with the goal of outfitting Brazil's peasants — not by a Brazilian but by a Scotsman, Robert Fraser, who was inspired by traditional Japanese shoe design.Continue reading...

celebrity designers

Diet Pepsi Teams Up with Vern Yip for Limited Edition Designer Mini Cans

Posted by Dale Buss on March 29, 2013 03:16 PM

Converging with a major trend in branding, Diet Pepsi asked HGTV star designer Vern Yip to come up with a new limited-edition mini-can that will invite consumers to "Sip in Style" this spring. The soon-to-hit shelves can continues the brands' multi-platform "Love Every Sip" campaign that has starred Sofia Vergara in TV ads.

While arguably Yip comprises only a "light" instance of the phenomenon, Diet Pepsi's collaboration with him also adds to the growing number of partnerships between celebrities and brands to fill or originate "creative director" spots, including Alicia Keys and BlackBerry, Swizz Beatz and Reebok, Marc Jacobs and Diet Coke, Polaroid and Lady Gaga, Bud Light Platinum and Justin Timberlake and Intel and Will.i.am.Continue reading...

retail watch

JCP Tries to Turn the Tide with Markdowns, Chic Home Designers

Posted by Sheila Shayon on March 28, 2013 03:25 PM

J.C. Penney recently resumed its marketing strategy of raising prices, then discounting them on its private brands which include St. John's Bay, jcp and Stafford and Arizona, which generate more than half of the company’s overall revenue. 

"While our prices continue to represent a tremendous value every day, we now understand that customers are motivated by promotions and prefer to receive discounts through sales and coupons applied at the register," JCP spokeswoman Daphne Avila told Reuters.

That means an Arizona crewneck T-shirt with an "everyday" price of $5 now has a $6 pricetag to accommodate a better markdown and arrive at the same price. The move is an effort to reverse a 25 percent drop in fiscal year sales. The practice is common in retail and used by rivals Macy’s and Kohl's.

“The company said that it has now realized that coupons and sales attract more customers and that this is the market trend,” writes Nautilus Investment Strategies on the reversal of CEO Ron Johnson’s earlier "no sale" stance. “Market analysts feel that at this point no strategy change is going to change the fate of the company as a large number of customers have already gravitated towards other retailers such as Target and Macy’s.”Continue reading...

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