How DTC Brand Cuts Clothing Became the Breakout Hit for Players in the NBA ‘Bubble’

For Cuts Clothing–a maker of T-shirts, polos and sweatshirts–the bubble created by the National Basketball Association in Orlando for the league’s playoffs proved to be the ideal environment for the brand to spread the gospel about the quality of its clothing. Heading into the tournament, the likes of Pat Connaughton of the Milwaukee Bucks and…

ThredUp Rebrands to Reflect a New Generation of Proud Thrifters

Since its launch in 2009, fashion resale platform ThredUp was focused on breaking down the stigmas associated with thrifting and sustainable fashion, operating with a mission of making secondhand clothing chic and trustworthy. A decade later, and ThredUp found itself wondering where to go next with the brand. Used clothing is not only a widely…

Gap CMO Mary Alderete on Moving the Brand Forward With Purpose

Key Insights The brand chose unity and connection as its 2020 theme even before the pandemic and Black Lives Matter movement. Whether voting, staying safe during Covid-19 or social justice, Gap’s marketing aimed to empower individuals. For Gap, 2020 is a return to the apparel retailer’s purpose-driven roots, first established by founders Donald and Doris…

Reebok’s First Plant-Based Performance Sneakers Come With a Side of Fresh Veggies

Reebok has found an unexpected way to promote its new eco-friendly performance sneakers: the brand partnered with a Boston-area farm to serve them up to customers with a side of fresh veggies. The first 50 buyers of the new design, called Forever Floatride Grow, will receive a half-bushel of produce in a sustainable wooden crate…

Here’s How the Pandemic Has Validated Bombas’ Eccentric Approach to Socks

For those fortunate enough to be able to work from home, this is (more or less) the 29th week of doing it. And over that time, retail watchers have told us, the sales of all sorts of items have shot through the roof. First, it was essentials like hand sanitizer and toilet paper. Then we…

Diesel Wants You to Immortalize Your Canceled Plans for 2020 With Custom Jeans

In terms of big plans, 2020 has been, for the most part, a total write-off. If you were looking forward to a year packed full of music festivals, vacations with friends, weddings, parties and adventures, then it’s likely most of these have since been canceled or are indefinitely on hold. For its fall 2020 campaign,…

As Apparel Retailers Struggle, Walmart Grabs for More Market Share With New Private Label Brand

At a time when apparel brands such as Lucky, J. Crew and John Varvados are sliding into bankruptcy and analysts are forecasting the final chapter of the department-store era, Walmart has made yet another decisive grab for a share of the apparel segment. Earlier today, the big-box retailer announced the debut of a private-label brand…

Dickies Goes International to Showcase More Talented Craftspeople

There was a time when Dickies was, at least to some, a little dorky. Since its 1922 founding in Texas by E.E. “Colonel” Dickie, the heavy-duty, no-nonsense workwear brand was what you bought if you happened to be a custodian–but not if you were, say, an artisan with a studio in Los Angeles. That changed…

Vibrant Havaianas Ads Spread Joy of Long Summers, Endless Dancing and Beach Games

As summer begins to draw to a close and give way to fall (in most of the Northern Hemisphere), flip flop brand Havaianas has captured all of the joy, love, and excitement of the warmest season in its latest campaign by AlmapBBDO S?o Paulo. The TV, digital and out-of-home campaign, which will run in Brazil…

Wearing White After Labor Day Is Now Officially Just Fine, Betabrand Declares

Now that Labor Day is in the rearview mirror and cooler weather is starting to set in, millions of Americans will survey their summer wardrobes and decide that it’s time to put the whites away for the season. After all, as everyone knows, you’re not supposed to wear white after Labor Day, right? Well, maybe….

Neiman Marcus Puts Digital Transformation at the Center of Its Bankruptcy Emergence Plan

Key Insights Neiman Marcus is leaning into the importance of customer relationships in luxury retail. The retailer hasn’t been dorman during Covid-19, rolling out new ways to drive sales and keep associates employed. Neiman Marcus is preparing to emerge from bankruptcy by the end of September after receiving court approval for its reorganization plan last…

Old Navy Is Paying Its Employees to Work the Voting Polls on Election Day

To address a nationwide poll worker shortage and encourage employees to vote, Old Navy announced today that it will pay its employees to work at the polls on Election Day and give workers up to three hours of paid time off on Nov. 3 to cast their ballots. It’s part of a broader initiative by…

The Craze Over Hill House Home’s Nap Dress Is a Masterclass in Branding

While the face mask is undoubtedly the most in-demand accessory of 2020, another item has bubbled up to the top of the collective consumer consciousness: the nap dress. The garment has taken social media by storm this summer, with data from Google Trends showing interest in the term increasing 20-fold since January. It’s not a…

Old Navy’s Back-to-School Campaign Celebrates Inclusivity

Key Insight: The apparel retailer is “leaning into a broader definition of back-to-school,” extending the campaign into October. To kick off back-to-school shopping season, Old Navy has begun airing a new Lizzo-inspired television campaign touting age, body and gender inclusivity. “We love to play in pop culture with what we refer to as the ‘Old…

Lowe’s Is Bringing New York Fashion Week From Runways to Homes

Key insight: Fashion and interior design are linked by storytelling and self-expression. With large swaths of the U.S. still hunkered down at home, Lowe’s is teaming with leading fashion designers Jason Wu, Christian Siriano and Rebecca Minkoff to bring New York Fashion Week from the catwalks into the home. The collaboration is among chief brand…

You’re Finally Faster Than the Dog in Charming New Spot for Saucony

National Dog Day is coming on Aug. 26. While likely not intended to coincide with the “holiday,” a new ad for Saucony puts a furry, four-legged friend squarely in the middle of the action. While pets can end up being window dressing or a cute diversion in ads, a sheepdog in the spot promoting the…

Adidas Jumps on ‘Everything Is Cake’ Meme With Hyper-Realistic Sneaker Creation

LONDON–Have you ever heard someone describe something as good enough to eat? Well, these limited edition edible Adidas sneakers, created as a nod to the Everything Is Cake meme, are just that. The brand has created a limited set of hyper-realistic chocolate cakes that look exactly like pairs of Adidas Originals ZX 2K Boost sneakers…

Payless Unveils Ecommerce, With Plans to Open Up to 500 Stores Over 5 Years

After emerging from a nearly yearlong bankruptcy process in January, discount footwear retailer Payless is back. This week, the company announced the relaunch of its brand in the North American market, unveiling its new (and open for business) ecommerce platform and brick-and-mortar concept stores. The footwear purveyor aims to unveil its first location in Miami…

DTC Apparel Brand Vuori on Track to Grow 180% Year-Over-Year

Apparel is among the hardest hit retail sectors during the pandemic, but that hasn’t hindered direct-to-consumer athleisure brand Vuori. CEO Joe Kudla wouldn’t provide specific numbers, but said the brand is on track to grow 180% year-over-year. The business was already growing prior to the pandemic, attracting a $45 million investment from Norwest Venture Partners,…

Shinesty’s Email Marketing Aims to Entertain With Irreverent Content

When you visit the homepage of Shinesty, an ecommerce brand that sells cheeky, often in-your-face party apparel, the first pop-up asking you to subscribe reads: “Emails suck. Ours don’t.” Shinesty takes an “entertain first, sell second” approach to its marketing, especially when it comes to email, according to CMO Jens Nicolaysen. When he helped launch…