REJECTING MASS CONSUMERISM
You might have noticed the absence of Patagonia promotions during this year's Amazon Prime Day. The brand considers itself unconventional in its connection with shoppers, placing emphasis on supply chain transparency and dedication to social justice amongst employees.
Patagonia's long-held principles have led it to be unafraid in its stance against mass consumerism. The company rejects global discounting events like Black Friday and Prime Day (https://www.marketingweek.com/2018/07/18/patagonia-you-cant-reverse-into-values-through-marketing/) . Marketing Director Alex Weller believes in pursuing more values- and mission-driven strategies that use a company's platform for good. The question remains as to how other retailers can begin to adopt a similar mindset.
IS COWORKING AND RETAIL ALL HYPE?
You might remember a few weeks ago when we talked about the co-working and retail opportunity. Well there's at least one person who thinks that's more hype than game-changer, and that's Chris Walton of Red Archer. He would argue that the concept has three structural issues hindering its long-term growth.
ONLINE RETAIL UNDER CONSTANT ATTACK
These days, data breaches are on the rise. Selling personal information is big money for hackers, who account for 90% of login traffic on global e-commerce sites. Only 3% of these attacks are successful, but the backlash is colossal. By the time a hacker intrusion is reported, it’s too late, as it takes 15 months for an intrusion to be revealed.
FASHION NOVA'S SECRET SAUCE
During a slow period amongst fast-fashion giants, Fashion Nova is growing rapidly. What's keeping the fire ablaze?
The company boasts 15 million followers on Instagram, backed by a clan of #NovaBabes. It has perfected the art of instant gratification for young women who frequent IG and follow the style of mega influencers like Kylie Jenner.
Fashion Nova acknowledges the importance of its customers, who often become evangelists. The brand collects roughly 6,000 pieces of monthly content from its 2,000 micro influencers, resulting in a massive reach across its social channels.
AMAZON CUTS OUT AD AGENCIES
Amazon wants to be (and basically is) your one-stop shop. But for retailers, its "Amazon Strategy" gives them the convenience of online storefronts, shipping, logistics, review management — as well as advertising. And now, the company is going after larger, direct advertising partnerships with bigger brands, minus the ad agencies.
THIS WEEK'S BRIGHT SPOT
Walmart-owned Bonobos is putting societal norms of masculinity in the spotlight. With its new 90-second documentary, they are recognizing the desire amongst many consumers to break the gender stereotyping cycle that is prevalent in marketing. The documentary has garnered a lot of attention, racking more than 4.5 million views so far.