The evolution of celebrity-sportswear partnerships
In recent years, the landscape of sportswear marketing has undergone a dramatic transformation, marked by the rise of celebrity-sportwear partnerships and the growing influence of
When sport meets fashion: a marketing crossroads
The Vogue World event, held at the iconic Place Vendôme, was a dazzling display of fashion and sports. Supermodels like Gigi Hadid and Kendall Jenner made dramatic entrances on ho
Cultivating client loyalty: Miu Miu’s connection with Dr. Qin Huilan
Clienteling is pivotal for fashion brands aiming to deeply engage with customers. Miu Miu showcased this by inviting Dr. Qin Huilan to its Paris Fashion Week show, emphasising pers
The Oscars red carpet as a high-stakes business arena
In the glitzy world of the Oscars red carpet, where luxury labels take centre stage, the focus has shifted from mere fashion statements to a complex web of dealmaking. How did the
The power of exposure in communication strategies
In the dynamic world of marketing and brand strategy, the strategic concept of “payment in exposure” emerges as a powerful tool for brands seeking increased visibility,
How to blend virtual and reality to transform communication in the fashion industry
In a landscape where fashion meets technology, powerhouse brands are making headlines for their groundbreaking approaches to engagement and innovation. Earlier this year, Tommy Hil
Elevating market presence through collaborative partnerships: the SKIMS-NBA power play
In the evolving universe of fashion, it’s no longer enough to launch a product — you have to build a movement. And increasingly, the fastest route to cultural capital is not a
The Middle East fashion market and the rise of modest fashion
In 2018, modest fashion stepped onto the global stage — not as a novelty, but as a signal. Its emergence wasn’t simply about fabric or cut, but about representation, identity,