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...

retail

Aeropostale Crops Its Brand to Reveal Younger, Fresher AERO

Posted by Sheila Shayon on August 4, 2014 01:46 PM

Aeropostale is just the latest former cool kids brand to give itself a facelift in light of increasing competition from fast fashion brands including Forever 21, H&M and Uniqlo. 

The clothing retailer has launched Aero Now with a campaign that shows off the brand's new visual and verbal identity in stores, with AERO now its name on its stores, on its website (even if the URL aero.com is already claimed) and across mobile and social media (as Mobile Commerce Daily noted) that's timed to this week's back-to-school push across North American retail.

Its new positioning is summarized in the tagline, "You've changed, so we've changed" — which hints at the major restructuring underway at the brand.Continue reading...

brand challenges

After Ousting Founder Dov Charney, Did American Apparel Boot Its Brand Too?

Posted by Abe Sauer on June 19, 2014 11:06 AM

Nearly a decade ago, Dov Charney called me from the back of a limousine (I only knew it was a limousine because he told me). Charney had emailed me earlier "to have a dialogue with you about some of the interesting points you raise in your article."

That article was a brandchannel profile of the fast-rising American Apparel brand and sweatshop claims that ultimately concluded that "AA’s founder Dov Charney is himself the greatest threat to American Apparel’s future." Charney eventually begged off that talk, saying we should do a proper interview after the Athens Olympics. We proceeded to play phone tag for the next three years, and I never spoke to him again.

And now I don't need to—at least not in the context of his strategy for American Apparel. The brand's board voted 5-0 to oust Charney, citing “an ongoing investigation into alleged misconduct.”

Charney's "alleged misconduct"—much of it sexual in nature—has been well-documented for years. In fact, Charney is so well-known for his misbehavior that he's become a bit of a cliche, often lumped in with controversial fashion photographer Terry Richardson—and an eyesore for the American Apparel brand.Continue reading...

brand news

Brand News: Cannes Day 3, Amazon Phone, GM Testifies and more

Posted by Shirley Brady on June 18, 2014 09:08 AM

TOP STORIES

Cannes Lions continues (above, Scott Ferris, Microsoft's GM of content advertising) with first round of Grand Prix winners announced.

Amazon phone reveal by "secretive" R&D lab today in Seattle sparks speculation, as BlackBerry joins Amazon's Appstore.

YouTube to launch paid music service.

GM's Barra is back on the hotseat today on Capitol Hill as automaker faces $10 billion recalls suit.

Beats headphones have been banned at the World Cup.

MORE BRAND NEWS

Activision expands Skylanders licensing.

Apple secures 31 new patents as stores get exclusive window on Beats products.

Dr. Oz grilled on weight loss claims.

eBay pulls Chinese "spyware phones."

Facebook's ephemeral Slingshot app annoys some users.Continue reading...

branded entertainment

Branded Content Watch: Dear Kittens of the World Cup

Posted by Abe Sauer on June 13, 2014 01:07 PM

After clocking five million views in four days, Buzzfeed's low-budget commercial for Purina has passed more than 10 million views in the week since it was posted on June 5th. Credit the faux Morgan Freeman narration and wit of web wag Ze Frank, who happens to be EVP of video for Buzzfeed. (Purina, meanwhile, is about to ramp up the amount of branded content on its Petcentric YouTube channel.) Watch "Dear Kitten" (again... and again) below, along with this week's other noteworthy branded content efforts:Continue reading...

retail

Urban Outfitters Tries to Think Big After Getting Lost in Fast-Fashion Frenzy

Posted by Sheila Shayon on June 11, 2014 11:41 AM

Urban Outfitters is having an Abercrombie moment. The hip retailer is losing brand appeal as young consumers flock to fast-fashion rivals like H&M and Forever 21 where cheap clothes and product refreshes abound. 

"Clearly, there is still much work to be done for Urban to regain its fashion footing," said Richard Hayne, Founder and CEO, according to the Philadephia Inquirer. "We believe there is no fundamental structural changes in the young-adult market. There are, of course, fashion changes, and the success of each brand depends on the accuracy with which it predicts those changes."

After five consecutive quarters of sales slippage, Urban, the flagship brand in a retail family that includes Anthropologie and Free People, is now second to Anthropologie in sales—$295.8 million in net sales compared with $277.7 million—in the latest quarter.

Free People saw a 30 percent uptick in sales last quarter, prompting brand president Meg Hayne to comment, "We are working on a look and a voice that is unique to Urban Outfitter. And it goes above and beyond the product. We are focused on our customers' lifestyle and life stage ... we are really going after looks from head to toe."Continue reading...

brand news

Brand News: Uber Taps AMEX, Burberry Wraps Up, Sony at E3 and more

Posted by Shirley Brady on June 10, 2014 09:03 AM

TOP 5 STORIES

American Express partners with Uber, whose $18 billion valuation parsed by the New York Times.

Burberry features Cara Delevigne and Suki Waterhouse in new Autumn/Winter 2014 campaign.

GLAAD picks nine best brand campaigns for LGBT Pride month.

PayPal president moves to Facebook to lead messaging as new photo-messaging app revealed.

Sony reveals Playstation TV at E3.

MORE BRAND NEWS

Abercrombie & Fitch names new president as part of brand revamp.

Apple, moving creative in-house, reportedly aims to build 1,000-member team.

AT&T settles suit over refusal to carry Al Jazeera on U-verse.

Buick finds traction with Vine/YouTube project.

H&M online lookbook can be remixed like a music playlist.

HP takes a page from gaming in new high-end computing line.

Mariah Carey launches Butterfly, a social network and beverage brand.Continue reading...

retail

Target Takes Aim at On-the-Go Millennials with Mobile Commerce Push

Posted by Sheila Shayon on June 6, 2014 05:12 PM

Beleaguered big-box retailer Target, in efforts to rise from the ashes of a disastrous data breach that affected as many as 70 million customers, is redoubling efforts to reach out to Millennials with digital initiatives to capture dollars and mindshare on mobile.

"Target has traditionally been a store where people want to go in and feel and touch the products," Jim Porçarelli, chief strategy officer at Active International, told USA Today. "It's been a destination." But as more time-constrained consumers opt to make purchases from behind a screen, Target is tasked with reimagining its retail strategy into an omnichannel experience. 

While Target has been innovative in mobile, including its shopping companion app Cartwheel and its namsake app, both of which ranked in Internet Retailer's Top 25 mobile commerce apps list, it is behind competitors like Walmart when it comes to cross-platform experience. “It was very much a static experience," said Casey Carl, Target's president of omni-channel strategy and experiences. "It required too many clicks to get where you wanted to go."Continue reading...

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