Foundations, exhibitions, sponsorships, and mentoring programmes – luxury brands are pursuing a range of arts and cultural branding strategies to legitimise their symbolic power. Why is the industry leveraging cultural credibility in their marketing, and how are consumers perceiving this shift?
Festival season is a buyer’s market for fashion-forward Indian consumers, with much of the spending on textiles, garments, and jewellry. International brands are taking notice of the growing appetite of India’s affluent classes for luxury and responding with collections to satisfy their tastes.
As more and more people seek products that align with their values, France has introduced various schemes to promote sustainability within fashion. Will these initiatives pave the way for a re-evaluation of shopping habits? How might they change French consumers’ relationships with fashion?
Between girl math, girl dinner, Barbie, and all-pink fashion and beauty trends, 2023 was arguably the ‘year of the girl’. Yet while the entertainment industry and social platforms have gone gaga over all things girly, what does 2024 hold in store for media portrayals of femininity and womanhood?
Cancel culture is real, but are Gen Zers more forgiving than we think? Fashion brands Sunnei and Reformation spent 2023 sharing negative feedback for the world to see, and social media consumers are loving it. So how can criticism be spun into a successful marketing tactic?
The convergence of how Gen Zers dress themselves and their homes is being recognized by young designers as an opportunity to tap into revenue from a new market. When did rugs, candles, and mirrors become big business for new-age fashion brands and how did micro-trends on TikTok facilitate this?
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