Retail isn’t dead. At least not in the way you think. The biggest takeaway from Commerceweek 2023 was that today’s customers care more about the shopping experience than the actual transaction. Savvy marketers are responding by driving innovation and delivering individualized commerce. Catch up on all the great insights with every main stage and workshop…
Today, the most admired brands are built on social. From heritage to emerging DTC brands, they break through the endless scroll of the feed, moving culture forward, connecting on an emotional level and getting consumers to engage and share. Those same brands invest millions in nurturing relationships with customers, prospects and lapsed users, convincing them…
Skincare, according to beauty brand Glow Recipe, can be more than a necessary step in a monotonous routine. By pulling back the curtain on the beauty industry and crafting a robust community and influencer marketing strategy, the brand is maintaining long-term traction in a social space that is often defined by fleeting trends. Christine Chang,…
As AI continues to shock the traditional search world, TikTok is going the visual route, testing a new tool in its Shop tab, Adweek has exclusively learned. The feature, which will allow users to take a photo and search visual inventory based on the image, is currently being tested in select markets outside the U.S….
Fashion likes to be ahead of the curve, and getting a shoe-in with retail media–one of marketing’s buzzier trends–is no exception. Not content with shipping jeans and beanies, clothing ecommerce platforms like Nordstrom and Asos are joining the likes of Amazon and Walmart in selling advertising space in their digital storefronts. They’re swallowing up ad…
For a struggling taco shop in Glenview, Ill., the difference between a disheartening lack of foot traffic and a sold-out menu was a 10-second TikTok post. A decor company based in Grand Rapids, Mich., was saved when the owner’s daughter brandished his collection of horror-themed Christmas ornaments on the platform. And Keith Lee, a former…
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…
The global youth and style publisher i-D, which Vice Media acquired a decade ago in December, has seen substantial upticks in revenue after placing more emphasis on social and commerce content. The publisher has increased its eight-figure revenue 100% year over year, according to chief revenue officer Geoff Schiller, who wouldn’t share exact numbers. Its…
Brands and retailers are about to unleash their holiday campaigns. This season, however, the standard practice of buying eyeballs may not be the best way to grab consumers’ attention. With a barrage of messages coming at them all at once, it’s critical to get in front of people at the optimal time: when they are…
Mixed in with our friends on social media feeds are influencers sharing bits of their lives for our entertainment: furniture rehabbers, makeup artists, cleaning wizards and more. We like watching their lives and work–but how do we feel about them recommending products and services? Turns out they have more than a little clout. In a…
The pandemic was fuel to the digital advertising economy, as homebound shoppers spent hours online, some for the first time. But one online behavior, already common in Asian markets, had not yet taken off in the U.S.–customers buying products on social platforms, an intersection of the white-hot commerce and creative economy sectors. Capitalizing on pandemic-induced…
Does talk sell? Twitter and Publicis Media sought the answer to that question with #LetsTalkShop, a survey of 9,600 consumers on six social platforms across India, Mexico, the U.K. and the U.S., aimed at learning how brand conversations on those platform impact their decision making and, eventually, sales. The two companies said in the introduction…
Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment! Morsel #1: Knockoff Thor is worthy of Old Spice The eldest of the three Hemsworths, Luke, played the role of Fake Thor in the Marvel film Thor: Ragnarok opposite his brother Chris, who plays the real Thor. Luke…
Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment! Morsel #1: Seinfeld’s Jackie Chiles takes on Snyder’s of Hanover (Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)Snyder’s of Hanover Pretzel brand Snyder’s of Hanover…
It’s no secret Gen Z looks to social media to participate in the latest cultural trends. Whether it’s the fashion statement of the moment like the grunge revival or viral dance crazes such as the #DropChallenge, the FOMO is real. For advertisers, while there’s merit in riding the coattails of a megatrend, it can be…
Once largely closed off to the world, today’s China is a new frontier for opportunistic brands. The sheer scale of the country coupled with the fervor of a consumer base still energized by the relative newness of a semi-open market make for a standalone combination in the world of consumer goods. Obviously, anyone who has…
In many ways, the Great Digital Acceleration is, in fact, the Great Social Acceleration. There are now more than 4.5 billion social media users globally, and almost 500 million users have joined in the last 12 months alone. Messaging, the new social darling, is also surging–80% of time on mobile devices is now spent on…
As one of the most defining brands of the last decade, Glossier has built a new kind of people-first, digital-centric beauty experience. With a passionate global community that is just as eager to visit a Glossier store, as they are to sport one of the brand’s pink hoodies, Glossier creates experiences that invite participation and…
Major brands such as L’Oreal, PepsiCo, Heineken and Coca-Cola are backing a marketing code of conduct, which has been updated to focus on improving diversity and inclusion around influencer contracts, with 23 brands and 13 talent agencies all involved. Membership body ISBA’s dedicated working group to the influencer sector has revised its Influencer Marketing Code…
LTK, the platform that underpins a large portion of the creator economy, is transforming into a standalone ecommerce platform with the help of its new agency of record, Deloitte Digital, and it wants to let the mass market know. It edged toward that goal today by launching its first national ad campaign. Earlier this year…
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