With global video game revenue expected to hit $365 billion by the end of 2023, and users expected to reach 3 billion by 2027, there is an incredible opportunity for brands to reach a massive untapped audience. And it turns out, younger gamers are increasingly persuasive when it comes to what their parents buy. Research…
Every brand is tempted to create its own version of Timberland’s new tagline, “This Is Not a Boot.” Whether that lives on a billboard ad or in a brand purpose statement from their CMO, marketers want to convince consumers that purchasing their product represents an ethos that cannot be confined to consumerism. By connecting the…
High inflation has made buying everyday goods–from yogurt and ketchup to trash bags and laundry detergent–more taxing on households across the country. As a result, a growing number of shoppers are reaching for store brands, also known as private labels, to help ease the cost of keeping their refrigerators full and pantries stocked. Last year,…
I find that much of the world defines my queerness primarily by attraction to men. Fellow gay men know the stereotypical assumptions well: “My friend is gay, too. And he’s single!” “Moving to Austin, eh? You must have met a cowboy!” “You’ll love this ad. The guy is so hot.” Gayness, to me, is not…
Direct-to-consumer brands are rethinking their channel strategy, specifically a return to retail, and for a handful of good reasons. While the pivot takes a contrarian stance on the “unavoidable” takeover of online commerce, smart brands are leaning into national retail relationships with a physical and digital footprint. On the surface, the timing of this shift…
Christmastime can be tough for those who have experienced the loss of a love one. This spot from Dutch supermarket chain Plus features a teenage boy who has lost his father and must come to terms with his mother’s new partner. Annually, the supermarket releases a holiday campaign that tells a family-based story, and this…
Producer, actress and recent Beacon Award recipient Issa Rae has been a relentless advocate for inclusivity on her own crews and through her partnerships with brands including American Express and Google. She is continuing her focus on providing opportunities for marginalized creatives by working with Walmart to launch the Black & Unlimited Digital Development Program….
If there’s such thing as an emotional support brand, Ugg would fit the bill. The California-based brand–known for its shearling boots and cozy apparel–stepped up its comfort game with Ugg Feel House, a hybrid experiential and retail concept designed to cater to both a community of creatives and young, fashion-forward consumers unfamiliar with the brand’s…
This Black Friday weekend, H&M encouraged its customers in key markets to buy from Black women. And it’s only just beginning. The retailer–now in its second year of partnership with Buy From a Black Woman, a non-profit that works with over 600 Black women-owned businesses across the United States–announced the second annual “Buy From a…
Unlike last year’s lackluster start to the holiday shopping season, this time around consumers are back to breaking sales records. U.S. shoppers spent $9.12 billion online, buying everything from toys to electronics to exercise equipment this Black Friday, according to Adobe Analytics. That’s a 2.3% increase compared to last year. Mastercard SpendingPulse, which measures online…
The retail industry was already undergoing massive changes before fears of a recession changed marketers’ game plans once again. On the heels of Deloitte’s annual Holiday Survey, Kristin Hooper and Kenny Gold from Deloitte Digital joined Adweek svp and executive editor of thought leadership Paul Barbagallo during the Elevate: Future of Shopping summit to talk…
With the rise of influencer marketing, more brands are converging online and using the unprecedented influence of creators to reach broader audiences. Sponsored ads amid user-generated content are transforming to a b-to-c relationship as prospects buy directly through social posts and platforms. Allison Ellsworth, co-founder, and chief brand officer of Poppi and TikTok star Larri…
An industry leader in accessible luxury handbags, accessories and apparel, Rebecca Minkoff’s playful and subtly edgy designs are blazing a path for other brands by being at the forefront of adopting new innovations when shopping for fashion. Minkoff joined Adweek’s Elevate: Future of Shopping event alongside Adweek chief experience officer Jenny Rooney to discuss her…
At no other time of year are consumers beset with as many choices and decisions as the holiday shopping season. Consider the following: At press time, Walmart was advertising a cashmere padded leather coat for $79.99. Then there’s the other end of the gifting spectrum: For those with finer tastes and deeper pockets, Overland Sheepskin…
Don’t count out the American shopping mall. A new report from foot traffic analytics firm Placer.ai looked at malls nationwide to discover what amenities are luring back customers, from unexpected retailers to entertainment destinations. In August 2021, York Galleria Mall in Pennsylvania replaced a defunct Sears store with a Hollywood Casino by Penn Entertainment. The…
Amazon Live taps into the power of influencers, ecommerce and live video to deliver personalized and engaging livestream shopping experiences for the masses. Marketers from Amazon Live, 23andMe and influencer Nicole Mejia sat down with Adweek’s director of audience engagement Jess Zafarris during our Elevate: Future of Shopping event to dive into what live shopping…
Klarna is best known for its ‘Buy Now, Pay Later’ option that empowers consumers to make big-ticket purchases without having to cover the entire cost upfront. But that’s not all the global retail bank brings to the table as it evolves into a 360 shopping ecosystem and mecca for consumers and merchants alike. Klarna’s chief…
Mr. Ferguson is clinging to life, and conventional methods like electric shocks and chest compressions are useless to revive him. Only a water gun and a whoopee cushion will do. Mr. Ferguson, you see, is not a real person. He’s not real at all. This giant overall-wearing rabbit in distress–either charming or terrifying, depending on…
Today’s cannabis retail landscape–defined by striking consumer brands and increasingly mainstream marketing strategies–is nearly unrecognizable compared to the industry’s earliest innings. However, as more adult-use states reach a point of market saturation, cannabis brands must learn to holistically reach their target audiences to maintain and grow market share. On the surface, industry sales appear to…
Once reserved for retail experiences at Apple stores and Disney parks, experiential retail is becoming an effective mainstream brand-building activation strategy. Retail is the physical space for brands to connect with consumers in an omnichannel world, creating memorable experiences. Experiential retail considers humans as connected beings, creating spaces for them to gather around a shared…
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