Dickies®’s Post

Foot Locker – a brand I enjoy following… It is a storied brand rooted in American culture, but my fascination in its simplest form is because Foot Locker has strong women at the helm with a diverse board. Mary 2023: Mary Dillon, CEO introduced the Lace Up Plan that including closing underperforming locations, enhancing brand partnerships, and the Store of the Future Ultimately, expanding sneaker culture and the sneaker community will help in deepening their relationships with their customers April 2024: Store of the Future was revealed in New Jersey with storytelling moments to encourage discovery, a Sneaker Hub with lacing customization, and other immersive experiences With approx. 2,500 across the world, the turnaround at Foot Locker is no easy feat - this journey can and has impacted a lot of people, but the light I see at the end of the tunnel… First quarter 2024 results were better than expected although still down to LY. Bright spots include 1.1% in comparable sales for Global Foot Locker and Kids Foot Locker. Women control 85% of purchasing power and Foot Locker isn’t sleeping on the momentum women’s sports and female athletes, in general are experiencing. The women’s division is where there is significant opportunity for growth being supported by new marketing campaigns and two events hosted at the WNBA All-Star Game last weekend. I love the way Chief Customer Officer Kim Waldmann breaks down the approach in this Modern Retail article: Product, Marketing, and Experience. All 3 need to come together to support the customer journey. Back-to-school looks fun… Cheering Foot Locker on from the sidelines!! #retail #sneakers #sneakerculture #turnaround #femaleathletes #femalesports #opportunity

Some inspiration from VIVALDI_ LDN for you this Monday morning – a recap from our recent meet up and the topics we were debating in context of our work in brand, tech and creativity. 🦩 Lauren Hughes kicked things off with Marks and Spencer's refreshing "Pumped For Summer" campaign. She loved how the brand embraced a social-first approach to capture the essence of summer in a way that resonates with younger audiences. This is yet another step in their transformation over the past year in product and communication. https://lnkd.in/g7qDJ9D6 🐝 Bumble created quite a buzz with its recent rebranding, but did it land? While the cryptic teasers leading up to the reveal were undeniably intriguing, the overall created quite a lot of confusion. Tom Young highlighted the importance of a clear connection between a brand’s product or service and its marketing message, to ensure new identities resonate with existing users. 🦈 Priyal Kumar was impressed by Gymshark’s lightning-fast reaction to the Met Gala. Its "Sweat Gala" recreated iconic red carpet looks with the brand’s own apparel, showcasing its mastery of social media responsiveness. This is a perfect example of "moving at the speed of culture" to capitalise on trending moments. 🛒 A creative #OOH stunt by Waitrose & Partners caught Felix Gittins’ attention this week. With a more playful and trendy marketing approach, the supermarket launched a purposefully wonky billboard to communicate its falling prices, which was then cordoned off by the local council by mistake. Waitrose capitalised on the situation by engaging the council on social media, joining the growing trend of supermarkets using humour to spark conversation and stand out in a crowded market. Do you think the whole thing was a set-up, and does that even matter? 🏥 Kieran Salter highlighted FIGS Scrubs' heart-warming National Nurses Week campaign. Its focus on celebrating nurses as heroes and breaking stereotypes resonated with the team, who think it’s a refreshing reminder of the power of purpose-driven marketing. 📱Finally, Apple At a time when people are questioning the power of technology, does it promote the destruction of the human experience, or is it simply a spectacle to be enjoyed? Either way it has created conversation, which compared with some recent #blanding by tech giants may not be a bad thing in the long run. System1 testing seems to have born out that real people feel the dismay of many marketeers but spoiler not all the team agreed! What do you think? #creativity #campaigns #branding #socialmedia #marketing #MetGala #Bumble #Gymshark #Apple #FIGSScrubs #Waitrose #brand #fashion

🙌 HNY to my LinkedIn community! What a year 2023 has been for brands all over the world; some of them really pulled out all the stops to keep consumers engaged. Collaborations and partnerships were bigger and better than ever and remain high on the list of strategies to keep momentum going in 2024. 💪   🏆I want to highlight some of my favorite brand collabs of 2023: 🧳🚘 Louis Vuitton x BMW Group: Two luxury brands combining their offerings displayed a great example of strategic alignment on purpose. Both LV and BMW aim to deliver consumers high-end appeal, and this collab did just that by combining the fashion house’s beloved luggage with the automaker’s sleek i8 model.   🍸🍅Absolut x Heinz: After launching its first range of pasta sauces in 2022, Heinz shook social media with the announcement of its partnership with Absolut. The two partnered to create a vodka sauce in a campaign that combined nostalgia and pop culture to become an instant hit.   💎👟Tiffany & Co. x Nike: Jewelry empire Tiffany & Co. teamed up with Nike to create a co-branded version of the athleticwear’s well-known Air Force 1 Low shoe. This collaboration celebrated the stylishness that both brands share while highlighting their ties to New York City.   🏀🩲 National Basketball Association (NBA) x SKIMS: The fashion brand known for its underwear and shapewear line made big moves when it announced its collab with the professional basketball league This showed how brands can mutually grow one another’s audiences and attract new, diverse groups of consumers.   I am excited to see what new (and unexpected) partnerships arise in the new year! 🤩   #BrandBuilding #BrandCollaboration  

From Quirky to Coveted: How PR Transformed Crocs When Crocs debuted in 2002, their quirky design and bright colors drew mixed reactions, with many dismissing them as an odd fashion choice. However, through savvy public relations, Crocs transformed from peculiar to popular, becoming a global footwear sensation. Celebrity endorsements from the likes of Mario Batali and Jack Nicholson lent the brand credibility, while PR campaigns highlighted the shoes' comfort, lightweight material, and practicality. Targeting niche markets like healthcare workers and chefs built a loyal customer base, and memorable, often humorous ads embraced Crocs’ quirky image, widening their appeal. Community engagement, such as donating shoes during the pandemic, bolstered the brand’s reputation, while collaborations with popular brands created buzz and attracted fashion-forward consumers. By expanding their product line and adapting to trends, Crocs remained relevant. Did you know? Despite initial skepticism, Crocs has sold over 720 million pairs worldwide, demonstrating the power of strategic public relations in turning a quirky product into a beloved global brand #prstories #crocs #fridaythought #strategy #didyouknow

The Closure of Outdoor Voices Retail Locations: A Reflection on Brand Evolution and Consumer Loyalty Like many of you, I was taken aback by yesterday's news that all Outdoor Voices retail locations are closing by the end of the week. This development is a poignant chapter in the story of a brand that once stood at the forefront of the Direct-to-Consumer (DTC) revolution, alongside other darlings that have navigated turbulent waters in recent years. I still own the first pair of Outdoor Voices leggings I bought back in 2015. To some, this might seem like mere hoarding, but for me, it symbolizes the deep connection and loyalty many of us early fans felt towards OV. These leggings are more than just apparel; they are relics of a brand that once resonated deeply with its community. The departure of founder Ty Haney marked a noticeable shift in Outdoor Voices' journey, perhaps echoing a broader narrative within the DTC space. The challenge of maintaining a brand's unique voice and vision amidst leadership changes is monumental. OV's creative direction felt diluted post-Haney, a sentiment that I know I share with other early supporters. This situation raises crucial questions about the impact of leadership on a brand's identity and its relationship with consumers. As we reflect on the closure of OV's physical presence, let's discuss the broader implications for DTC brands in today's ever-evolving market landscape. What lessons can emerging brands learn from OV's story? How crucial is consistent leadership in maintaining a brand's creative direction and connection with its audience? I invite you to share your thoughts and stories of brand loyalty. Have you experienced a similar journey with a brand you once loved? How do you think brands can better navigate the challenges posed by leadership changes and market dynamics?

Brands That Change the World A brand is no longer just an entity; it’s becoming a whole universe. 🌍 79% of people agree that the role of brands has changed in the last five years, and 88% say companies should care about the planet and its inhabitants. "Twenty years ago, a brand was just a colorful icon," noted Borzou Azabdaftari, Founder and Chief Executive of NickelBronx, in The New York Times. "That is changing, and today brands are becoming organic ecosystems that evolve." Creating a brand today means creating a macro world that invites the consumer in. For example, Mattel turned to Hollywood to bring its Barbie brand to life. The movie was popular not only because of its content but also due to a marketing campaign that immersed viewers in Barbie's world. According to Time, "Barbie took the world by storm." Warner Bros and Mattel collaborated with brands like Burger King, Pinkberry, Bloomingdale's, Crocs, Gap, Xbox, Ruggable, and Joybird to achieve this. 🎥 Richard Dickson, President and COO of Mattel, believes the Barbie movie is the first step in redefining what a brand means. Why This Trend Matters: Consumer interaction with brands is shifting from isolated touchpoints to integration into every aspect of life. "Today, brands must place storytelling at the heart of everything they create," say Smith and Wilson. 📖 #Brand #Sustainability #Barbie

Gap 's turnaround is a Masterclass. WHAT #Fashion #Brands #Retail can Learn From Gap !! A Creative Look at Gap's Revival !! #Gap. The name conjures images of khaki purgatory, a place where all clothes looked vaguely similar. But Gap's story isn't over. It's a tale of a brand on the brink, saved by a potent blend of nostalgia, #innovation, and a renewed #connection , #Cultural Relevance with its audience. The Fall: Losing the Gap Between #Customer and Brand Gap strayed from its core identity. The brand that once offered casual, all-American style became a victim of fast fashion trends. The quality dipped, and the concept felt tired. Customers, hungry for something fresh, drifted away. Gap became a khaki ghost haunting shopping malls. The Resurrection: Rekindling the Flame of Individuality The turnaround wasn't magic. It was a strategic shift. Gap embraced its heritage. They understood the power of nostalgia, reintroducing classic styles with a modern twist. Think "Dad jeans" done chic. Innovation became a mantra. #Collaborations with fashion houses and young designers injected a shot of excitement. Gap stores transformed, becoming curated spaces showcasing these new, unique offerings. The Bridge Between Past and Present: A Community of Individuality But the secret weapon? Reconnecting with the customer. Gap campaigns celebrated individuality, featuring a diverse range of people rocking their own take on Gap's styles. #Socialmedia became a platform for conversation, not just promotion. Gap fostered a community, a place where people could express themselves through fashion, not be dictated to by trends. The Road Ahead: Staying Relevant in a Changing Fashion Landscape It's a reminder that brands need to evolve, to listen to their customers, and to find the sweet spot between heritage and innovation. The challenge now is staying relevant. Can Gap continue to adapt and surprise? Only time will tell, but one thing's for sure: Gap is no longer a fashion ghost. It's a brand with a future, as bright and individual as the styles it offers. #Marketing #Brandstrategy #retailnews

Creative Look at Gap's Revival: A Cultural Rekindling and what other Brands can Learn !! #Gap Inc.'s impressive turnaround under #CEO Richard Dickson . It's a story not just about financial metrics, but about capturing the elusive essence of cool. : Gap Inc. - the parent company of Gap, Old Navy , Banana Republic , and Athleta - had lost its mojo. But under Dickson's leadership, the brands are reclaiming their cultural relevance. Each brand is being treated distinctly, with targeted campaigns and a focus on storytelling. #OldNavy's Value Anthem: Old Navy is doubling down on its value proposition, with budget-friendly fashion presented through engaging narratives. Celebrity partnerships like Zac Posen and the "Summering" campaign featuring Tracee Ellis Ross are striking a chord. #Gap Gets Back in the Groove: The "Linen Moves" campaign featuring viral TikTok action and summery linen collections has Gap moving with the times. Collaborations like the DÔEN collection add a fresh twist. #BananaRepublic Refocuses on Fundamentals: After a detour into home goods, Banana Republic is back to basics with classic collections and elevated marketing. The search for a new CEO continues, but there are signs of life in the brand. #Athleta's "Power of She": Athleta is capitalizing on the growing focus on women's sports by partnering with inspiring athletes like Simone Biles and Katie Ledecky. New product innovations like PowerMove fabric are also driving growth. The Magic Touch of #Culture: Dickson recognizes the importance of cultural connection. Enter Zac Posen, whose creative influence is being felt across the company. From Da'Vine Joy Randolph's Met Gala gown to the new Banana Republic flagship in Soho, Posen is injecting a much-needed dose of creative energy. The Road Ahead: Gap Inc.'s turnaround is a work in progress, but the initial results are promising. By reigniting their cultural relevance and tailoring experiences to each brand's identity, Gap Inc. is well on its way to becoming a house of iconic American brands once again. #Fashion #Retail #Marketing #Lifestyle #Brand #Strategy #creativity #advertising #communication #Retailnews we

It's fascinating to see how Terence Reilly, formerly CMO at Crocs and now President at Stanley, strategically reinvigorated two brands. Leveraging the power of celebrity collaborations, social media notoriety, and a keen eye for market trends, Reilly turned Crocs from a $13 stock to a peak of $180. Now at Stanley, a heritage brand, his playbook includes digital content, celebrity partnerships, and ingenious marketing, transforming a workaday flask into a coveted lifestyle item. Love it or hate it, this showcases the role marketing and PR play in revitalizing brands, demonstrating that a strong core product can find new life online. What other brands do you think could benefit from a strategic marketing makeover? #MarketingStrategy #PR #BrandRevitalization #COMM231

🤔 When we think about collaborations in the retail industry, we typically think about luxury brand partnerships like Gucci x BALENCIAGA or high-low brand match-ups, like Rowing Blazers x Target. 👕 🍔 More recently, the collaborations that have been garnering consumers’ attention have been those between fashion brands and food and beverage companies. 💁♀️ Some notable examples include Ben & Jerry's x Nike, Oreo x Supreme, Zabar's x Coach, Shake Shack x Studs and, to the surprise of many consumers, Kraft Heinz x kate spade new york. 💡 While partnerships between fashion and food brands would have been seen as bizarre 20 or even 10 years ago, nowadays brands are encouraged to think outside of the box to capture the attention of millennials and Gen Z consumers. #insideretail #retail #fashion #foodandbeverage #collaborations #marketing #strategy #editorial #retailnews #linkedin #article