Ugg’s Feel House Evolves From PR Stunt to ‘Crucial’ Marketing Strategy

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…

H&M and Buy From a Black Woman Take Their Holiday Market and Partnership on Tour 

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…

Black Friday Bounces Back With Record-Breaking Online Sales

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…

Holiday Shoppers Want Reassurance and Social Commerce

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…

Connecting With the Next Generation of Shoppers on Social Media

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…

Rebecca Minkoff Is Betting on Fashion Entering the Metaverse

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…

‘Tis a Holiday Season of Uncertainty—So Why Are Shoppers Still Spending?

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…

Infographic: What’s Driving People Back to Shopping Malls

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…

Livestream Shopping Delivers for Both Brands and Creators

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 Here to Make Shopping Smoother and Smarter for Consumers

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…

In First Brand Campaign, Toys R Us Canada Saves an Endangered Species: the Imaginary Friend

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…

Awareness Isn’t Cutting It for Cannabis Anymore

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…

For Retailers, Experiential Brings All Parts of the Brand Together

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…

For Retailers, Experiential Brings All Parts of the Brand Together

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…

Lidl Introduces Teddy Bear Brand Mascot to Lead Its Festive Campaign Celebrations

With Percy Pig and Kevin the Carrot, British supermarket chains have been introducing brand mascots to lead their Christmas campaigns. Now retail rival Lidl is getting in on the act by debuting its own cuddly character. The supermarket chain’s Christmas advert this year features Lidl Bear, an expressionless soft toy who becomes a brand ambassador,…

Penny James Is Back With Backup for JCPenney’s Black Friday Campaign

JCPenney’s “singing superfan” is back … and she has something new to croon about. Penny James–the “shopping enthusiast” portrayed by comedian and Saturday Night Live alum Melissa Villase?or–returns to sing the praises of “Black Friday Deals,” flanked by backup singers The Shopettes in the first leg of the company’s “We Got Your Holiday” campaign. In…

Dutch Supermarket Pulls Controversial Musical World Cup Campaign

Dutch supermarket chain Jumbo has pulled its musical World Cup 2022 campaign, featuring singing construction workers, thought to be in poor taste following the death of thousands of migrant workers in building the stadiums for the tournament. Jumbo is a family-owned business that was established in 1921 growing to become the second-largest chain in the…

Bubble Expands With an Ulta Beauty Partnership

Bubble is blowing up! The nearly two-year old DTC skincare brand is experiencing a massive growth spurt, announcing it will be sold in Ulta Beauty stores, which marks its first specialty retail partnership. The vegan and cruelty-free brand is available in 665 Ulta locations in the U.S., in addition to over 3,900 Walmart locations and…

Gymshark’s First Physical Store Is a ‘Cathedral’ to Its Brand

Gymshark is bringing the online, offline. The British brand’s first bricks-and-mortar space has just crashed into London’s Regent Street, featuring racks, a “sweat room,” green juices, VIP personal shopping and more. “I want to create a 100-year brand here,” Gymshark chief executive (CEO) Ben Francis as he gave Adweek a tour of the space. “I…

AR Is the Secret Weapon Retailers Need This Holiday Season

Editor’s note: This column is part of a series with Snap on augmented reality. Below, Sharon Silverstein, head of U.S. verticals, outlines the competitive advantages of AR when competing for consumer attention amid shrinking holiday budgets. All across the globe, the holidays are an important season for so many people for so many reasons. But…