Expanding in All Directions: A Revised Approach by J.Crew
The fashion brand J.Crew has gone through several iterations. After starting off as the place to find preppy wardrobe basics, …Continue reading →
View ArticleAn Abbreviation No More: Weight Watchers Rebrands as Simply WW
In a bold pronouncement for the chief executive of a diet company, Mindy Grossman recently announced straightforwardly that “the world …Continue reading →
View ArticleArt and the Fashionable Sock: A New Era in Licensing Agreements
Conventional licensing agreements usually involve a brand granting the rights to its popular image or features to a manufacturer. Disney …Continue reading →
View ArticleNASCAR Personas: Getting Winners into the Public’s Eyes and Hearts
Fans of NASCAR, watching races from the grandstands or at home, have little opportunity to see the actual faces of …Continue reading →
View ArticleIs Fashion a Statement? Marketing Clothing as Political Protest
Modern political conversations are difficult, fraught, and intense. But they also are nearly ubiquitous, such that today’s consumers rarely leave …Continue reading →
View ArticleIs He Buying “Ice” or Ice Tongs? Tiffany & Co.’s Efforts to Get Men to Shop...
Although the demographics of shoppers in Tiffany & Co. retail stores often have featured a lot of men, most of …Continue reading →
View ArticleIs Victoria Out of Secrets? A Sagging Underwear Brand Tries to Catch Up with...
What is sexy? It isn’t a rhetorical question. The ultimate viability of Victoria’s Secret’s as a business depends on the …Continue reading →
View ArticleWhen Is a Plus Sign Additive, and When Is It Redundant? A Branding Trend
The rationale seems to reflect a desire to promise more, without being too specific about what that “more” entails. Rather …Continue reading →
View ArticleA Novel Navigation App for Consumers with Visual Impairment
By leveraging and integrating cutting-edge technology with relatively simple graphics, companies in a variety of sectors are making it easier …Continue reading →
View ArticleDisney World’s Galactic Starcruiser Crashes and Burns
When the Disney corporation purchased all the intellectual property and rights associated with Star Wars, it naturally wanted to make …Continue reading →
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