Best Global Green Brands 2014

brand evolution

Refinery29 Gets a Fresh Look with More Content, Less Clutter

Posted by Brittany Waterson on July 31, 2013 05:53 PM

Fashion and lifestyle site Refinery29 launched its new website this week. Initially launched in 2005, co-founders Philippe von Borries and Justin Stefano have taken the company from one blog post a week to now publishing over 80 stories a day. A new content strategy and a fresh-faced logo inspired the web overhaul. 

The digital re-vamp has led the site to turn up the personalization factor. For a user, every page is the home page. When a user clicks on an article, new content is generated—via algorithm—in a "Recommended For You" category. Von Borries calls in "forward momentum," as the site now looks to generate a flow of customized content that will keep users engaged longer.Continue reading...

brand launch

Hello Flo Taps Mail-Order Trend, Cheeky Marketing to Sell Period Products

Posted by Alicia Ciccone on July 31, 2013 10:49 AM

Hello Flo, a startup aimed at getting women the feminine care products they need, when they need it, is deploying cheeky marketing and chocolate on the masses of women and girls doing monthly battle with "mother nature." 

Tapping into the trendy and growing mail-order sector, à la Birchbox and Dollar Shave Club, Hello Flo will send customers a box filled with just the right amount of tampons and maxi pads customized for their personal needs, as well as a few sweet treats. Plans vary from the "Low-Flo" $14 box to the "Heavy-Flo" $18 box—shipping and handling included.Continue reading...

china

The Week in China: KFC's Toilet Water Ice Cubes, Apple Genius Bar Scalpers and more

Posted by Abe Sauer on July 26, 2013 12:52 PM

Above: Domino's isn't the only one in the world delivering delicious pies with drones.

China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.

This week: KFC's toilet ice cubes… "China's Foursquare" Jiepang launches 5.0… Taobao kills its sellers… Fan Bingbing for cheap scooters... Time Out's Shanghai stunt... QQ trademarks… "Virtual" cola sales… China loves vans… IKEA… GM… HP's silk road… Huawei tells the US to "shut up"... and more.Continue reading...

retail watch

Sears Tries to Leapfrog Traditional Business Model with Online Luxury-Goods

Posted by Dale Buss on July 22, 2013 04:42 PM

Is it too early to conclude that Sears has jumped the shark as a conventional retailer and that it's all over but the shouting for the retailer as a brick-and-mortar brand? Two new indicators about the future of Sears leave that impression.

It seems that Sears is attempting to pivot from its increasingly woeful performance as a retailer in American shopping malls to an attempt to leapfrog its traditional business model, and the restraints of its own brand, in e-commerce. Sears CEO Edward Lampert has been pushing his beleaguered company to secure upscale offerings for the Marketplace section of Sears.com, which features goods sold by third-party vendors, according to the Wall Street Journal.

That means Lambert expects to persuade an upscale clientele that never shopped at Sears somehow to go to Sears online to purchase delicacies such as Balenciaga sunglasses, Pour La Victoire boots, Rolex watches and Chanel handbags. In so doing, the CEO—perhaps at his wit's end as to how to revive Sears—is hoping to outmaneuver Amazon, eBay and other e-commerce giants.Continue reading...

lather, rinse, rebrand

HSN Out to Prove 'It's Fun' with Brand Overhaul

Posted by Sheila Shayon on July 22, 2013 01:52 PM

HSN is celebrating its 28th anniversary the way any aging company would hope to—with a significant facelift. The pioneering TV commerce network is revamping everything from packaging and fonts to TV scripts and taglines in an effort to shed its dated image and attract new, younger consumers. 

The HSN rebrand campaign, created by Deutsch, shifts the emphasis from celebrities to the brand itself. "We wanted to try to make HSN the hero," Jonathan Johnson, senior VP-creative director, told AdAge. Bill Brand, CMO and business development at HSNi, parent company of HSN said, "It was really time to introduce [the brand] to like-minded women who either aren't aware of HSN or their impressions of HSN were dated."

Determined to show consumers that "It's Fun Here," HSN is aggressively embracing digital and mobile technology as 40 percent of sales and 50 percent of new customers are coming to the company via digital assets—just one part of CEO Mindy Grossman's multi-tiered plan to revamp the company's approach to sales and consumer engagement.Continue reading...

retail watch

Retailers Combat Slowed Consumer Spending with Back-to-School Sales Tactics

Posted by Sheila Shayon on July 19, 2013 10:35 AM

Back-to-school spending is projected to reach $72.5 billion, down from $83.8 billion in 2012, according to the National Retail Federation, as eight in 10 families cite economic conditions will affect their spending.

As a result, retailers are starting their promotional campaigns earlier than ever. "All of these different companies are fighting for the same consumer," said NRF spokeswoman Kathy Grannis. "We're expecting retailers to be incredibly promotional."

Some retailers are expanding their usual back-to-school fare with design showcases, pricier products and free shipping deals.Continue reading...

retail watch

The Internet of Bling Comes to Life with BaubleBar Pop-Up Strategy

Posted by Brittany Waterson on July 15, 2013 03:16 PM

Online jewelry retailer BaubleBar, founded by Harvard grads Amy Jain and Daniella Yacobovsky, launched its second US pop-up shop in New York’s Soho district in June. The Greene Street shop, which will remain open until August 13, follows the e-tailer's first shop in New York's Meatpacking district back in February.  

The Soho shop features weekly special events on their website, including happy hours and book signings—all an effort to establish BaubleBar as an exciting destination online and off.

The e-tailer teamed up with digital agencies Gin Lane Media and Perch Interactive to enhance and personalize the customer experience, with the pop-up featuring touchscreens, a bar serving Godiva cocktails, its own App and more to help engage shoppers. Customers are encouraged to take photos and upload them via Olapic, a platform that places user-generated content directly on a brand’s website.Continue reading...

cocktail hour

All the News You Can Drink: Dennis Rodman’s Vodka, Bruce Lee’s Return, AB InBev E-Commerce and more

Posted by Mark J. Miller on July 12, 2013 06:15 PM

Dennis Rodman Debuts Bad Boy Vodka

The Retired NBA star has always been full of surprises. A little earlier this year, Rodman put himself squarely back on the cultural radar when he went to North Korea with the Harlem Globetrotters and ended up hanging out at Kim Jong Un’s place, talking basketball and other world issues.

Now Rodman, who never seems to shy away from a party, is back and he is aiming to be part of your party. Rodman, who has spent time in rehab (and on “Celebrity Rehab”) dealing with substance abuse, has released his own vodka, Bad Boy Vodka, that will be found on store shelves later this month, according to the Los Angeles Times.

"A perfect representation of whom and what I am all about," said Rodman in a press release. Not many people can say that about a vodka bottle.Continue reading...

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