SUMO’s Post

Over the years, I worked with over 40 high fashion luxury brands like True Religion, 7 For All Mankind, NYDJ Apparel, LLC, and Hudson Jeans many more. One thing I've learnt from working with brand and marketing leaders in high fashion? Branding plays an important role then, and it continues to be a pillar today. The difference is in how branding is executed today through new channels, creative excellence, and audience segments. Sounds easier than it is -- but high fashion is an industry that continues to push the limits of creative marketing. Today, the team at FMDM is leveraging those learnings as we work with new high fashion brands that are looking to impact culture and win hearts. If you brand needs an agency that understands culture, fashion, and audience, let's have a conversation. #highfashion #creativeagency #digitalagency #fashionmarketing

Having worked on marketing for Ralph Lauren in my past, I wanted to build on Kristin's points below: 1. Asking models to speak, instead of just strut down a runway, creates a unique experience for the viewers. This will A. keep the brand in their minds, leading to higher chances to brand recall and B. they get to know the brand's persona through that model, potentially making them feel closer to the brand and therefore the brand is now humanized. The brand now seems more accessible/attainable. Ultimately, this could drive brand loyalty in the long-run. 2. Through the choice of models, a brand can depict a few things: A. the models' sizes, shapes and ethnicities represent the brand's values (in Ralph Lauren's case, the brand is inclusive to all) and B. a brand's 'personality' can come out: either warm, funny, personable, versus exclusive, stand-offish or mysterious etc. In this case, the former option, because who wouldn't gush at hearing these gorgeously diverse toddlers have convos with an older model mentor? Too demure. Too cutesy. 3. By expanding the models' roles, a brand can look progressive in nature via following the trend that peaked with the Gigi Hadids of this generation - models are more than just a mannequin. They represent the brand's values, ethos and persona. Ralph Lauren, a world renown heritage brand, knew how to capitalize on its brand pillars through showing how its classic clothing suits all types of people (including kids). It also emphasized its warm and "American" demeanor through the light-hearted interactions in this video. Although it seems like a simple gesture, in represents the brand in impactful ways. #ralphlauren #marketing #models #luxury #fashion

From "2016's Most Hated Retailer" to Wall Street Darling, I'm amazed at how Abercrombie and Fitch rebuilt its brand, kicking its "cool kids only" image to the curb. Back in 1999, I was precisely the demographic Abercrombie targeted. I would plead with my parents to shop there while wearing glittery lip gloss, learning Britney's dance moves, and dreaming of being on TRL with Carson Daly (so sorry, Mom and Dad). At that time, Abercrombie played a significant role in shaping teenage fashion and culture. There were many ways to how A&F rebranded itself, but the most intriguing to me was its "quiet" approach. No big ads, no in-your-face campaigns, and no high quality photoshoots. Instead, they focused on smaller-scale influencers who resonated with a new, more inclusive demographic, including older and more responsible consumers. Their goal shifted from being perceived as "cool" to simply having desirable products, like a particular shirt. This gradual change has been effective, and it's a good reminder that sometimes the biggest changes happen with the smallest of steps. Rebranding has to be one of the toughest jobs out there - and as controversial as A&F has been, I can't help but find it remarkable how they managed to pull it off. https://lnkd.in/eTbamEFt

At K&G Fashion Superstore this Fall, we collaborated with some of the best creators in the industry to launch our campaign. Our customers always ask to see how their favorite online personalities wear our looks, so we put our Fall line into the hands of those creators. Because at K&G Fashion Superstore, we offer affordable looks for everyone, everywhere. Watch the video below to discover what inspires our creators’ style and be sure to follow us on social @K&G Fashion to stay updated on all the amazing work we’re doing this season.   #InfluencerMarketing #Creators #SocialMediaStrategy

Have you ever come across a marketing campaign that sparked your creativity? I recently learned from the brilliant documentary "Art and Copy," the story behind the iconic Tommy Hilfiger ad. Tommy Hilfiger, a young designer with big dreams, was determined to disrupt the fashion industry. He knew he needed a bold marketing campaign to break through the noise, and he wasn't afraid to take risks. Enter the legendary advertising duo, George Lois and Arnie Harris. The blanks became a national obsession, with everyone speculating on who the mystery designers were. But the brilliance of the campaign went beyond the blanks. It was about more than just name recognition; it was about positioning Hilfiger as a major player in American fashion. By putting his name alongside established icons like Ralph Lauren and Calvin Klein, Hilfiger instantly gained legitimacy and credibility. It's a reminder that great marketing isn't just about selling a product; it's about telling a story, sparking a conversation, and leaving a lasting impression. #marketing #advertising #creativity #tommyhilfiger #artandcopy

🇬🇧IT'S NOT JUST A CAMPAIGN, IT'S AN M&S CAMPAIGN 🇬🇧 It would be rude to ignore the absolute *mark*eting (pardon the pun) genius that is Marks and Spencer latest collab with Mark Wright and Spencer Matthews. To launch their new menswear collection they have two British TV icons as celebrity ambassadors and it is GENIUS. 🤩 This collab will appeal to younger audiences, there is SO much talkability, it's fun, relatable AND authentic. Big brands and retailers tend to struggle to be authentic online simply because they're SO big - but this is amazing and executed so well. It's SO simple. The numbers speak for themselves: M&S usually receive 2k likes per TT video, and this one has received nearly 400k overnight. 🤯 It has 1.3 million reach on Instagram, that's 9x higher than any of their other posts. Look at the type of content they usually post, and compare to this collab post. Previously being quite frankly a bit boring, to now injecting personality and fun which engages people online! Love your work Marks and Spencer 👏 Watch the TikTok here! 👇

When you’re a new seller in a highly competitive fashion market, breaking through can seem daunting. Till 1985, and no one knew  the name of Thomas Jacob Hilfiger and his fashion brand Tommy Hilfiger. The market was dominated by giants like Ralph Lauren, Perry Ellis, and Calvin Klein. Competing with these legendary brands required Big money on marketing , which Tommy, as a fledgling brand, couldn’t afford. Good news for Tonny was, he met George Lois,the "Moses of Advertising." After discussing the challenge, George proposed a strategy that was anything but conventional. Tommy initially considered traditional marketing—taking models to beaches for photo shoots—but George warned this approach would take decades to make an impact. Instead, George devised an audacious plan. They put up a massive billboard in a high-traffic area. On this billboard, they listed Ralph Lauren, Perry Ellis, Calvin Klein, and, boldly, Tommy Hilfiger under the headline: "The 4 Great American Designers for Men Are..." This provocative move drew immediate attention. Seeing the unknown Tommy Hilfiger brand alongside household names like Ralph Lauren and Calvin Klein intrigued and captivated the public. The daring strategy worked. Tommy Hilfiger quickly transformed from an obscure label into a new fashion sensation across America. Marketing Lesson: The essence of this story is the power of bold, unconventional marketing. When faced with limited resources, thinking outside the box can create a significant impact. By positioning Tommy Hilfiger alongside the top brands, George Lois leveraged curiosity and audacity to generate buzz and establish credibility. This approach highlights the importance of differentiation and the impact of a well-executed, daring strategy in making a lasting impression in a crowded market. #Marketing #branding #Brandstory #TommyHilfiger #Superbrand #Contentwriting

How Fenty Beauty by Rihanna Turned the Tables? Once, an emerging fashion line was on the brink of collapse. Then came a game-changing move. Fenty Beauty, a brand entering a saturated market, faced an uphill battle. What turned their fortunes around? A single, data-driven ad campaign that spotlighted their commitment to inclusivity. The result? They went from struggling to becoming the talk of the industry. They revolutionized beauty standards and achieved phenomenal success. Key Takeaways: ↳ Embrace Data-Driven Strategies: Use data to guide your campaigns.    ↳ Focus on What Sets You Apart: Highlight your unique qualities. ↳ Innovate and Adapt to Market Needs: Stay flexible and creative. This story shows the power of truly understanding your audience and adapting to meet their needs. PS: Want to learn how to apply these strategies to your brand? Follow me for more insights! #FashionMarketing #BeautyIndustry #AudienceEngagement #DigitalMarketing 

Interesting read on the icons of the 90s! 😎 Fashion and beauty brands are capitalizing on the throwback appeal of the 90s! In 2024, brands like Osea Malibu, Skims, and Reformation are bringing back the decade's iconic women who helped define it. It seems like the 90s never really left us, and it is exciting to see what these brands have in store for us! 🧐 #marketing #trends #advertising

🤔 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