# data[].attributes.attachment_link.readable_text
Brands like KitKat, Adidas, Godrej have recently launched eco-friendly alternatives for their products. Does sustainability negate profits?

Recently, KitKat installed benches made from recycled plastic packaging material and Adidas rolled out a sustainable apparel range. Godrej Consumer Products Limited introduced its sustainable body wash - magic. Last year, Colgate launched its recyclable toothpaste tubes and Dabur removed the outer packaging of its 'Red toothpaste' as part of the company's eco-friendly initiative.

The list of brands that have ramped up their sustainability game in the recent few years is long. This is a response to consumers' increasing awareness of environmental issues. Mintel's sustainability report 2022 reveals that 77% of Indians believe in doing things that benefit the environment.

Yet, India generates 3.5 million tonnes of plastic waste annually. What more do brands need to do to address this issue? Amongst the issues that consumers face, while opting for sustainable products, a major one is the price factor.

As per the regional trends director (APAC) of Mintel, Matthew Crabbe, 'sustainable' equates to 'more expensive' for most consumers. "If brands can demonstrate that sustainable products are not just sustainable but also cost-effective, that can go a long way in increasing adoption. Additionally, there is also the issue of availability. Sustainable products need to be more mainstream and widely available to help more Indian people adopt them."

Skin and body care products contain high water content as a result, litres of water is shipped before production making the finished product heavier to be transported. Godrej's magic range attempts to solve these problems by cutting down on the plastic packaging and energy consumed in the manufacturing process.

During the launch of the product, Sudhir Sitapati, MD & CEO of GCPL said, "Godrej magic and other pioneering environmental innovations coming out of India with a green discount and not a green premium are the future."
Brands built on the core idea of sustainability
While there are traditional brands that are increasingly betting big on sustainability initiatives, there are many others that are entirely built on the core insight of sustainability and being eco-friendly. Honasa Consumer Product's Mamaearth has planted nearly 20 lakh mangroves and trees and every time a product is bought from the brand, it plants more trees. Neeman's shoes are made of recycled plastic bottles and BECO, an eco-friendly homecare brand attempts to make consumers switch to sustainable alternatives to daily use products.

Speaking about how the brand can make the masses adopt its products, co-founder of Beco, Aditya Ruia says that it may not be possible right away, but by launching superior sustainable products, ensuring enough demand and using that to drive the price down, it is possible to make living sustainably easy.

"It is pleasantly surprising to see that people in small cities and towns care deeply about sustainability just as much as people in metropolises. They just lack the availability and affordability that makes it possible for them to make sustainable choices. As part of our efforts, Beco is expanding its distribution and lowering its prices. It's not the lack of demand or education, but the lack of supply that refrains people from switching to sustainable products," adds Ruia.

Mintel's Crabbe says that switching to more local sourcing is one step that can help brands. Local sourcing helps reduce transport costs, as well as boosts local businesses in the community.

According to him, "Adapting manufacturing processes to reduce energy and water use can not only reduce business costs and be more sustainable, but brands can pass on those reduced costs to consumers, as well as provide 'bragging rights' about sustainable steps taken."

The Body Shop's 'Return Recycle Repeat' campaign aims to make returning and recycling plastic bottles a way of life in India. Through this in-store recycling programme, the brand hopes to recycle one million plastic bottles by 2024. It is also phasing out all oil-based plastic and replacing it with more PCR in its packaging. The brand's longer-term goal is to create a circular packaging strategy, which entails using 100% of the product packaging.

Antara Kundu, general manager, brand relation, marketing & customer acquisition, The Body Shop believes that sustainability is not a trend or bandwagon. "For a brand to be truly sustainable, it has to be core to the way it does business. When this happens, sustainability is not something that adds to the price of the product, rather it adds value to the consumer."

"Sustainability initiatives must be reflected in the complete product portfolio, not just specific 'sustainable' product ranges. A brand's cheapest and most expensive products cannot have varying sustainability credentials," Kundu shares.
Is business profits sustainability's enemy?
While sustainability is a noble initiative, the problem with it is that it does not take the business interest into account. Especially for the food and beverage category, where plastic is the only way brands can make money by making the shelf life of the products long.

Brand consultant and co-founder of Again Drinks, Vaitheeswaran K explains that if the shelf life of a product is not long then retailers will not sell it and even if they sell it the returns may not be high in turn impacting business profitability. However, due to the pressure of being an environment-friendly brand, most of them are trying to strike a balance.

He adds, "For this most of them end up releasing sustainable packs and other initiatives for the environment. But this packaging is not for all of their products, it is only for limited variants and for small numbers which shows the brand's shareholders and the consumers at large how sustainable the brand is."

It is not easy for brands to adopt sustainable packaging because any environment-friendly pack will have a very low shelf life. "While this situation will not change, we will keep seeing brands coming up with sustainable packaging and initiatives," Vaitheeswaran says.

# data[].attributes.attachment_link.title
What's driving the sustainability agenda of brands?

# data[].attributes.attachment_link.description
Brands like KitKat, Adidas, Godrej have recently launched eco-friendly alternatives for their products. Does sustainability negate profits? Recently, KitKat installed benches made from recycled plastic packaging material and Adidas rolled out a sustainable apparel range. Godrej Consumer Products Limited introduced its sustainable body wash - magic.

# data[].attributes.attachment_link.readable_text
Join global marketing leaders at Brandweek Europe, 9-10 Nov. as they share insights into purpose-driven marketing, Web3 and more. Get your pass at 20% off now.

The trend towards making media and marketing more accessible and inclusive is growing internationally, as brands look to widen their audience and customer bases. As part of this move, McDonald's Fi n nish restaurants have launched a new campaign led by a sign language jingle from deaf rapper Signmark.

# data[].attributes.attachment_link.title
McDonald's Finnish Brand Jingle Promotes Deaf Inclusivity

# data[].attributes.attachment_link.description
Join global marketing leaders at Brandweek Europe, 9-10 Nov. as they share insights into purpose-driven marketing, Web3 and more. Get your pass at 20% off now. The trend towards making media and marketing more accessible and inclusive is growing internationally, as brands look to widen their audience and customer bases.

# data[].attributes.attachment_link.readable_text
Corporate Social Responsibility

Burlington's Corporate Social Responsibility

At Burlington, we believe that the way we do business is just as important as the results we achieve. That philosophy guides the decisions we make across all our stores, distribution centers and corporate locations. It also keeps us focused on identifying ways we can add value for our shareholders, associates, vendors, customers and the environment. We are, therefore, very excited to present our Corporate Social Responsibility (CSR) report, which illustrates Burlington's approach to managing the environmental, social and governance issues (ESG) that are important to us and our stakeholders. Click here for our 2021 CSR Report.

# data[].attributes.attachment_link.description
Burlington's Corporate Social Responsibility At Burlington, we believe that the way we do business is just as important as the results we achieve. That philosophy guides the decisions we make across all our stores, distribution centers and corporate locations. It also keeps us focused on identifying

# data[].attributes.attachment_link.readable_text
SIGN UP FOR FREE

What is BOKS?

BOKS is a free physical activity program for kids of all ages and abilities.

The BOKS program includes lesson plans, training, and support needed to get kids moving for up to 45 minutes a day. It also includes shorter movement breaks, games, and activities tailored to your needs as an educator or parent.

Why BOKS?

Kids are not getting enough physical activity.

Regular physical activity is proven to help prevent and manage non-communicable diseases, and help with physical health, mental health issues, and academic performance and yet, according to the World Health Organization (WHO) 81% of adolescents do not do enough physical activity.

Who is a BOKS Trainer?

Anyone can be a BOKS Trainer!

Whether you are a physical education leader, classroom teacher, youth development professional or parent volunteer, BOKS provides all the training and resources you need to run a successful program.

Is it really free?

YES - 100% FREE!

BOKS is free to enroll in and to use. Many games, activities, and movement breaks are equipment free as well.

What do I Get When I Sign Up?

Unlimited access to our lesson plans, training and free resources.

Once you sign-up, you will be given access to our Trainer Hub. This Hub holds everything you need to run a successful BOKS program as well as all the extra games and activities we release monthly.

How do I get started?

Sign up your school, classroom, youth organization or household.

Click the "Sign-Up" button to get started! Once you are in the Trainer Hub the New Trainer On-boarding Module under TRAINING is a great place to start your journey!

Click Here To Sign Up

Weymouth has been participating with the Reebok BOKS program for over eight years. In Weymouth, we believe that this program has made an impact with our students ability to focus, achieve, and learn the valuable lesson that fitness can be fun! BOKS rocks in Weymouth Public Schools!

Jennifer Curtis Whipple

Superintendent Weymouth Public Schools

# data[].attributes.attachment_link.title
BOKS Kids - Free Before & After School Exercise Programs

# data[].attributes.attachment_link.description
SIGN UP FOR FREE The BOKS program includes lesson plans, training, and support needed to get kids moving for up to 45 minutes a day. It also includes shorter movement breaks, games, and activities tailored to your needs as an educator or parent.

# data[].attributes.attachment_link.readable_text
Baths are a popular self-care practice often touted on social media.

Sure, there's something centering about luxuriating in water filled with bubbles and scented Epsom salts.

Think low lights, flickering candles: a veritable home spa awash in an amber glow.

But who has time for that?

If you're stressed out because of your job, your children, your relationships, systemic racism, institutional oppression, or any number of internal and external factors, running a bath can seem like more of a burden than a gift.

But what if self-care didn't feel like a chore you had to complete, another tick off your endless to-do list, or a multi-step routine copied from an influencer that doesn't actually work for your real life?

What if self-care was grounded in self-love? A practice that nourished your body, refreshed your mind, and provided a salve for your weary soul?

Selfmade has entered the chat.

A socially conscious beauty brand founded by Stephanie Lee and science-backed by a team of doctors, Selfmade's goal is to connect the act of self-care with the mindset of self-love and self-worth.

Lee said the impetus for Selfmade came out of her own experience working at the heart of the beauty industry while also battling a mental health crisis.

In that crisis, she found clarity about her role in the beauty industry.

In founding Selfmade, Lee has brought to market three skin care products that exfoliate, hydrate, tone, and moisturize. What's more, Selfmade products encourage users to look beyond their own reflection in the mirror to connect with what's happening in and to their bodies: specifically their skin.

Jeshana Avent-Johnson, Psy.D., specializes in mental health with a focus on intimacy and sexual well-being. As one of the experts working with Selfmade, she says the product line is grounded in the science of psychodermatology.

"Psychodermatology is the concept of how our skin is impacted by the things we experience psychologically and how it shows up in our skin," says Avent-Johnson.

This can include a multitude of skin conditions, like:

While the word "psychodermatology" is new, the concept is not.

When you see an errant pimple or an eczema flare on your abdomen, you may instinctively intuit the connection between your outer presentation and your inner state of being. That connection is what psychodermatology is all about.

The goal of Selfmade is to connect something as simple as caring for yourself with regulating your emotions and mental health to lessen the effects of stress.

"If we're flooded with distressed hormones, it affects our skin," says Avent-Jonshon. "Regulating our ability to effectively know if we're in ' fight or flight ' and then managing that can prevent us from having an overtaxed nervous system that's constantly producing stress hormones that impact our skin."

In this way, Selfmade offers an attempt at self-soothing.

Like a baby who wakes up cooing instead of crying because they know how to comfort themselves, Selfmade is a beauty product that seeks to help its users soothe themselves.

But couldn't any product and any beauty routine do that?

Yes.

That's why the product is really only part of the equation, says Byron Young, M.D., another expert backing the mental and emotional science of Selfmade. He says mental health education is literally as important a part of the process as the product line.

"Skin care has long been a source of pampering and self-care and is deeply connected to self-esteem," says Young. "Selfmade enhances that connection by sharing mental health knowledge and creating discourse that taps into the full potential of the synergy between skin care and mental health education."

For Selfmade, mental health education starts on the back of the bottle. Each product offers questions to go along with the typical instructions and ingredients list.

Questions include:

1. What does loving myself look like in action?

2. What do I feel when I touch myself?

3. What would you do if you knew you couldn't fail?

These questions seek to teach users what it means to cultivate healthy attachments and establish secure boundaries.

Beyond products and education, Selfmade goes back to the root of why Stephanie Lee founded the company in the first place.

After examining her relationship with her own mental health in the middle of her traditional beauty career, she said she questioned societal standards.

They "make it nearly impossible for us to recognize and appreciate our inherent human value," she says.

The conventional beauty standard is usually a tall, thin, white woman. For Selfmade, the standard is shifted on its head to center Black and brown women, femmes, and nonbinary people who have too long been pushed to the margins.

In centering those normally cast off to the sidelines, Selfmade hopes to create what it calls "community-powered healing." This includes safe spaces where people from all backgrounds, in or out of binaries, can not only be themselves but love themselves.

"As humans, we are designed for connection," says Avent-Johnson. "However, through trauma experiences and systematic oppression, the desire for connection becomes a desire for protection. Community provides the necessary space for individuals to heal and move back to our original design of connection."

You can cultivate your mental and emotional health during your skin care routine, with or without Selfmade products.

First, remind yourself of your 'why.' Sure, there may be a fresh breakout or a few dark spots motivating you to care for your skin, but what are the deeper reasons? When you get in touch with your deeper why, self-care becomes a positive rather than a corrective process.

For instance, your why might sound something like, "I'm radiant within and without, and I choose to share my radiance with the world."

Next, focus on your why during your routine, even when you notice self-judgments coming up.

Instead of cursing your cellulite, remind yourself of that radiance with a sentiment like, "My so-called flaws are a part of my unique beauty."

Finally, reward yourself when you complete your routine.

You can do this by simply taking a few moments to linger in front of the mirror and admire the things about you that you love. You can also throw in some extra 'flair,' like a bold red lip or a pair of statement earrings to announce to the world, "I'm here!"

By linking mental health and self-worth, redefining the standard of beauty, and imbuing seekers of good skin with not only the products to prevent breakouts but prompts to provide mental shifts, Selfmade as a company is living up to writer Audre Lorde's definition of self-care.

Caring for yourself, loving yourself, and spending time getting to know yourself and your body is not selfish. It's a radical act of self-love that shifts the tides from marginalization to deeply mattering-to the person who matters most: You.
Nikesha Elise Williams is a two-time Emmy award-winning news producer and award-winning author. She was born and raised in Chicago, Illinois, and attended The Florida State University where she graduated with a Bachelor of Science degree in communication: mass media studies and honors English creative writing. Nikesha's debut novel, "Four Women," was awarded the 2018 Florida Authors and Publishers Association President's Award in the category of Adult Contemporary/Literary Fiction. "Four Women" was also recognized by the National Association of Black Journalists as an Outstanding Literary Work. Nikesha is a full-time writer and writing coach and has freelanced for several publications including VOX, Very Smart Brothas, and Shadow and Act. Nikesha lives in Jacksonville, Florida, but you can always find her online at contact@newwrites.com, Facebook.com/NikeshaElise or @Nikesha_Elise on Twitter and Instagram.

# data[].attributes.attachment_link.title
How to Boost Your Mental Health With Your Skin Care Routine

# data[].attributes.attachment_link.description
Baths are a popular self-care practice often touted on social media. Sure, there's something centering about luxuriating in water filled with bubbles and scented Epsom salts. Think low lights, flickering candles: a veritable home spa awash in an amber glow. But who has time for that?

# data[].attributes.attachment_link.authors[].name
Nestle to invest Rs 5000 crore by 2025 in capacity and brand building in India: CEO Mark Schneider

# data[].attributes.attachment_link.title
Nestle to invest Rs 5000 crore by 2025 in capacity and brand building in India: CEO Mark Schneider

# data[].attributes.attachment_link.description
Nestle to invest Rs 5000 crore by 2025 in capacity and brand building in India: CEO Mark Schneider

# data[].attributes.attachment_link.readable_text
The ever-growing online Indian market is estimated to grow to over 650 million internet users. Nearly 8 in 10 Gen Z and millennials follow influencers on social media and take decisions around brands or products based on their favourite influencer's take on the former.

Given the plentiful availability of internet providers, a wide majority of the population has easy access to the internet. One is likely to come across any youngster with no social media account. The social media space has grown like any other in the market, making it possible for anyone to become an influencer for millions of people. Today, Gen Z and Millennials do not just stop at following influencers but go even further by building their own niche on social media to attract brands and share sponsored content for money.

Influencers are fueled by passion and creativity and have an absolute knack for building long-lasting relationships with their audience. From social media influencers to YouTubers, the influencer journey always begins with the number of likes. A like is a one-click engagement with a social media post. Likes and shares can also be considered indicators of what content is performing on the internet. If the content is good, it shouldn't be a task to gain followers and build one's own audience.

Content creators with a follower base of around 15,000 and more fall under the category of micro-influencers. Brands keep their eyes on this category for collaborations since micro-influencers are cost-efficient and share a deeper bond with their audience. Moreover, micro-influencers have a higher credibility rate than celebrities as the audience is generally convinced that if a celebrity is talking about a brand, it is usually sponsored.

Influencers are leveraging their likes and followership for a living. There is a plethora of social media platforms available, including Instagram, Snapchat, Facebook and YouTube. Social Media Influencers have tapped into different niches across the market, ranging from fitness and travel to beauty and fashion. After garnering a solid follower base, several teenagers have come into the limelight as social media influencers.

Sejal Kumar, who started as a YouTuber and video blogger in 2014, now has over a million subscribers. Ashish Chanchalani, who also started as a YouTuber, has over 14.6 million followers on Instagram. Today, think of any market, and you will find a list of associated influencers. For social media platforms, relatability is the key. Brands are leveraging the same relatability factor regarding their approach toward Influencer Marketing. Micro-Influencers empower brands with a strong connection with their audience.

The Influencer Marketing market in India is pegged to be worth Rs 2,200 crore by 2025. More and more youngsters are catching on to the trends and building their own brand image online with the help of creative content that acts as a magnet for likes and followers. Moreover, nano influencers with less than 10,000 followers are also on the rise and will bring more opportunities for Gen Z to leverage likes and earn brand collaborations.

# data[].attributes.attachment_link.title
Why is it important to leverage likes for living?

# data[].attributes.attachment_link.description
The ever-growing online Indian market is estimated to grow to over 650 million internet users. Nearly 8 in 10 Gen Z and millennials follow influencers on social media and take decisions around brands or products based on their favourite influencer's take on the former.

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Shudu (@shudu.gram)

# data[].attributes.attachment_link.title
The Birth, The Pull & The Rise Of Virtual Influencers... - Social Samosa

# data[].attributes.attachment_link.description
Ankit Agarwal, Do Your Thng speaks about rise of virtual influencers & what their future looks like, as brands increase spends on this front

# data[].attributes.attachment_link.readable_text
Erin Miller has mastered the art of unlocking millennials' core memories.

Miller, 33, has grown a following of more than 1.7 million people on TikTok by posting videos re-creating relatable - sometimes cringeworthy - moments they may have also experienced in the late '90s and the early 2000s.

Like frying her bangs with a flatiron ahead of a garage party - because that was the cool hairstyle at the time (and no one knew any better). Or asking classmates to sign her plain white T-shirts with a sharpie on the last day of middle school (Miller's caption on the video reads, "Who else remembers this?").

Tapping into that millennial nostalgia has become the way Miller and many other creators with similar throwback content pay their bills.

Nostalgia sells, according to some marketing experts. And brands know that partnering with such creators, who have specifically built their followings around nostalgia content, can help them get more exposure from a desired demographic.

"It's a psychological thing. You feel comfort when you go back in time," Lisa Sciulli, a marketing professor and the department chair at the Eberly School of Business at Indiana University of Pennsylvania, said of nostalgia-related marketing. "You reminisce about when times were simpler."

Miller shared a similar perspective, saying she and her audience know there is "something so comforting about nostalgia."

"There are so many universal experiences that we didn't realize we were all experiencing," she said.

For example, Miller said, "everyone has a horror story of their first period." That's why it was easy for her to create content for Tampax, whose products Miller grew up using.

In the video Miller posted as part of her brand deal with Tampax, Miller portrays her mom teaching her how to use a tampon for the first time. "Mom, I think I'm dying! There's blood down there!" she exclaims as her 2002 self. "Honey, you've started your period," the bespectacled version of her mother calmly explains.

It's no surprise that nostalgia content has become so popular - as the age-old saying goes, everything old becomes new again. Y2K fashion, which once made millennials cringe, is now a major influence on Gen Z's style and broader culture at large. Items like bucket hats, babydoll T-shirts and the controversial low-rise jeans have all had resurgences among younger consumers in recent years. That has led to a boom in thrifting among younger generations.

Some brands are even bringing back discontinued items and teaming up with nostalgia creators to do so.

Pop-Tarts, a Kellogg's brand, teamed up with nostalgia creator Jenna Barclay this year to promote the re-release of the Frosted Grape Pop-Tart flavor, which had been discontinued.

By reinventing your product again, in a nostalgic way, it shifts your product life cycle and extends your brand.
-Lisa Sciulli, Eberly School of Business at Indiana University of Pennsylvania
"By reinventing your product again, in a nostalgic way, it shifts your product life cycle and extends your brand," said Sciulli of Indiana University of Pennsylvania.

Other brands try to jump on the nostalgia trend, even if they didn't exist during the period many people are nostalgic about.

For example, Nancy Putignano, a nostalgia creator with more than 232,000 followers on TikTok, recently partnered with Poshmark, an e-commerce platform founded in 2011.

Putignano, 35, said being able to make money while connecting with other millennials has been mind-blowing.

"When I started, I didn't think I would ever have such a big following," she said. Now, "people reach out to work with me, and it's really nice."

It's a win for brands, as well, especially because millennials are a highly engaged audience, said Mae Karwowski, the founder and CEO of the influencer marketing agency Obvious.ly.

Nostalgia content feels authentic and plays to shared experiences, which helps it perform well with Gen Z and millennials alike, Karwowski said.

"It's a safe way [of marketing] while also creating really fun content that makes your brand relevant again," Karwowski said.

Sometimes, the millennial nostalgia leads to partnerships with celebrities, too.

In one video, Miller collaborated with the singer and 2000s heartthrob Jesse McCartney to promote his U.S. tour.

In another, she danced with the 1990s icon and former N'SYNC member Lance Bass. The video, however, they made just for fun.

# data[].attributes.attachment_link.title
Millennial nostalgia sells. Just ask these influencers making their livings off it.

# data[].attributes.attachment_link.description
Erin Miller has mastered the art of unlocking millennials' core memories. Miller, 33, has grown a following of more than 1.7 million people on TikTok by posting videos re-creating relatable - sometimes cringeworthy - moments they may have also experienced in the late '90s and the early 2000s.

# data[].attributes.attachment_link.title
Meet Kyra, India's Virtual Influencer Who is Not Less Than Any Real Instagram Influencer

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Bermuda (@bermudaisbae)

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Miquela (@lilmiquela)

# data[].attributes.attachment_link.readable_text
Authored By Vijay Subramaniam, Group CEO & Founder, Collective Artists Network Group
Influencer marketing has spilled into the mainstream marketing budget of brands over the last few years and continues to occupy a prominent chunk of their strategy. Brands have been evaluating the value of the social media influencer and they are discovering that the credibility of a social media influencer has a strong impact on a product of services share of mind for the consumer.

As per the Influencer Marketing Report, the industry is set to grow at a CAGR of 25% before 2025, meaning the size of the market will grow to about Rs 2,200 crore. Within the next year, we will see opportunities and numerous prospects for large influencers as well as those that are starting out and establishing a follower base. Brands have now realised the kind of ROI influencer marketing can garner, more so when they carry out long-term campaigns. We've seen this play out with our creators over a multitude of brand campaigns.

We will also see influencers across regions and non-English languages (Bharat). India is a huge market, and the industry has a lot of room to grow. Moreover, the consumer has evolved, people don't want to be sold to, they want to see content that they can relate with. And brands are quickly catching on to this especially in the nano and micro influencer range. These influencers have a high credibility score among their followers and are known for their authenticity. Their followers place a high level of trust in their recommendations and pay closer attention to what they say about a product. This also generate high engagement rates which is crucial to a successful campaign. Authenticity and transparency form a large part of building a trustworthy brand and reaching out to a new generation of consumers. And authentic content with an influencer that is creating engagement content that is not just a promotional video creates that kind of connect.

As brands continue to prioritise authenticity and organic growth over mere reach, more marketing budgets make room for influencer campaigns in their plans. Additionally, influencers are also helping brands justify spends through analytics and insights enabling them to sharp-shoot their campaign and prevent budget drains.

India for the longest time used to get its icons from two broad streams: Movies and Cricket, its safe to say that there is a third pillar to this, the new age digital creator.

# data[].attributes.attachment_link.title
Why are influencers becoming commonplace among brand marketers in India?

# data[].attributes.attachment_link.description
Influencer marketing has spilled into the mainstream marketing budget of brands over the last few years and continues to occupy a prominent chunk of their strategy. Brands have been evaluating the value of the social media influencer and they are dis

# data[].attributes.attachment_link.readable_text
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.title
Micro influencers fastening the link between customers and brands - ET BrandEquity

# data[].attributes.attachment_link.description
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.readable_text
The recent collaboration between Depop and The Sims feels like a peek into what social media could look like with the development of web3 and the metaverse. Avatars find their origin in gaming, and across social media we tend to use photos of ourselves as our avatars - a visual representation of ourselves digitally. The web3 space will enhance current social media platforms and allow us to engage in a more interactive and meaningful way, allowing us to create 3D representations of ourselves, whether based on our physical likeness or a more creative representation that visualizes aspects of our personality we may not show in real-life.

This shift will undoubtedly give way to different forms of influencing. Whether it's brands creating their own avatars to act as community facilitators, or marketing agencies creating their own avatar influencers, influencer marketing will evolve massively. But, how has this manifested so far and what is the future set to look like?

Metaverse Fashion Week and virtual influencers

The metaverse isn't accessible yet. However, there have been events staged that offer a glimpse of what it may look like. Take Metaverse Fashion Week (MVFW) for example: the event was hosted in Decentraland and featured virtual influencers modeling digital wearables by some of the biggest names in luxury fashion. These digital wearables were then shoppable as an item via NFT and could be worn on your avatar, some of which also had a physical twin. Seats to a digital front row could be purchased for some events, and with celebrity avatars and fashion journalists taking up seats, there was very much the idea of being seen.

As brands invest more heavily into their development of digital products and web3 versions of social media play out, we're likely to see the rise of avatar influencers and them becoming more mainstream. The arrival of the metaverse will allow avatars to establish their digital presence and build on their reputation. It will also allow people to engage with brands in a more interactive way.

The rise of 'independent' virtual influencers

Independent virtual influencers are those that aren't owned or created by a brand for its own use, paradoxically these influencers aren't truly 'independent' as they're often controlled by digital marketing and PR agencies. Entire personal brands are developed around these avatars to ensure relatability, which has sometimes been met with backlash due to agencies simulating engagements between these influencers, encouraging political opinions, and even forming relationships between them. What appears to be a human personality is carefully simulated by digital marketing, PR, and branding experts.

The most popular example of this is Miquela Sousa/Lil Miquela. She was created by LA-based tech startup Brud and is managed by PR firm, Huxley. She is a musician, change seeker, and style visionary, and was named in TIME magazine as one of the '25 most influential people on the internet.' The depth of her character is human-like, garnering her endless media attention and opportunities. These include interviewing J Balvin at Coachella, modeling for Prada, and getting millions of streams on Spotify for her music according to virtualhumans.org.

Bermuda (@bermudaisbae) is another Brud creation that has advertised for Chanel, Balenciaga, Tesla, and Starbucks on her Instagram. She used to be in a couple with Blawko22 and sparked controversy for hacking Lil Miquela's Instagram and for her political views and support for Trump, which she has recently changed. While stunts like these are often staged to garner attention, it does also raise the question of what we will look for in the next generation of virtual influencers, will these be carefully controlled and brand-owned, a safe bet in the era of cancel culture, or are we likely to see more 'human' avatars, that make mistakes or have conflicting views but deal with them appropriately?

How are brands using virtual influencers?

Brands that have already begun to use completely computer-generated virtual influencers have seen success, but that's not to say that the avatar created is devoid of any human elements. They can be used as a complete visual representation of a brand and its values and are also under the brand's control. This can also be a way for the brand to comment on social and political issues without directly involving the brand, adding new layers to the brand's image and building rapport with its target audience.

This isn't a new concept at all, but one that has come into the public discussion more recently because it is almost a viable reality. The Yoox Net-a-Porter group launched their virtual influencer Daisy in 2018, she features across multiple brand campaigns, including Tommy Hilfiger and Calvin Klein. The model exists to promote clothing, engage with other virtual influencers, and spend the majority of her time amongst models and changemakers within the fashion industry.

But with brands already creating their own computer-generated influencers, is the race already on for influencers who want to continue having an online presence? Brands like Prada have already branded avatars that are completely in line with the brand's values and image. "Candy" was imagined and brought to life in 2011 and then relaunched this year across print, film, and social media as she interacted with a real-life fragrance bottle designed by Fabien Baron. The key idea behind producing Candy, a computer-generated avatar or 'virtual muse', was to make the launch more appealing to a younger audience, in particular Gen Z.

Real-life influencers will still have a place, however, the dynamic of this could be set to shift. Brand-owned influencers will act as a visual representation of the brand that customers can engage with, but there'll be limits to what these avatars can effectively promote due to being directly owned by the brand. Influencer marketing works because a third party is recommending the brand rather than the brand recommending itself, it also works because the influencer acts as an intermediary between the brand and the customer, and the customer can typically relate more naturally to said influencer.

According to Mintel Consumer Data, nearly half of people who follow social media personalities are interested in following a virtual influencer. We predict that this figure is likely to increase as social media moves into web3 and virtual influencers become more commonplace.

Why do brands and influencers need to strike the authenticity balance to be successful?

Gone are the days when brands could just post content to social media without engaging with their audiences; community building is more important than ever and this is only set to become more prevalent with the development of the metaverse. We've already seen brands like Innocent master brand personification and how that is delivered through clever use of tone of voice (TOV).

The increase in interactivity in social media on web3 will potentially see this come to ultimate fruition, with brands able to create visual avatar representations of their brand, allowing their communities to engage more meaningfully. Ultimately, brands, current influencers, and prospective influencers all need to carefully consider their digital presence and how they can be more 'human' and multidimensional online.

How can marketers, brands, and influencers adapt their strategies for success?

Evolving technology will undoubtedly continue to force our industry to shapeshift, but by focusing on community building and developing an authentic digital presence, marketers can ensure success for brands and personal brands alike. Achieving this will require a collaborative strategy, focusing on utilizing a variety of channels for organic performance. Agencies and in-house teams that favor a siloed approach are less likely to create effective communities, which will be the core of social media as we move into web3. By combining insight from professionals across varying specialisms, brands can create a consistent and engaging digital presence.

The Sims x Depop collaboration and the idea of Simfluencers simulate how web3 social media could look, with its increased interactivity enabling an almost game-like, escapist experience. There's particularly potential within the fashion industry where the more mainstream creation of clothes that are digitally wearable will allow avatars to try them on prior to purchasing, particularly where avatars are close recreations of our real-life form. This would allow brands to create a digital in-store experience, where avatars can feel as though they're in the store through the power of virtual reality (VR).

The organic performance team at Honchō are specialists across a plethora of areas, creating collaborative digital strategies that are essential for any brand that wants to improve its digital presence for the years to come. We combine digital PR, content, and SEO to improve the visibility and exterior perception of your brand.

To learn more about the metaverse and the future of marketing, read this.

Schaunagh Gleenson, Digital PR and outreach specialist, Honch o

# data[].attributes.attachment_link.title
Virtual influencers: How are they set to change the future of influencer marketing?

# data[].attributes.attachment_link.description
The recent collaboration between Depop and The Sims feels like a peek into what social media could look like with the development of web3 and the metaverse. Avatars find their origin in gaming, and across social media we tend to use photos of ourselves as our avatars - a visual representation of o...

# data[].attributes.attachment_link.readable_text
Second-hand shopping is becoming a global phenomenon led by North America, with the US second-hand market expected to more than double by 2026, reaching US $ 82 billion. That follows a record growth year in 2021 for second-hand, up by 32 per cent.

Technology and online marketplaces pose as the key growth drivers of the US second-hand market - in fact, 50 per cent of total second-hand dollars are expected to come from online resale by 2024.

The demand for second-hand or pre-loved products is surging: industry watchers predict an annual growth rate of 10-15 per cent over the next decade, owing to the success of specialised digital trading marketplaces, fuelled by growing consumer and investor demand for more sustainable apparel alternatives.

Online resale platform ThredUp in partnership with GlobalData, has revealed in its 2022 Resale Report that the global second-hand apparel market is expected to grow by 127 per cent by 2026 - more than three times faster than the global apparel market overall.

With such rich rewards up for the taking, designers and brands are eyeing the market with interest, with some taking steps to invest in the concept. Others remain cautious with valuable brand identities as well as margins to protect. So there's good reason to think carefully about the long-term payoffs of the resale sector.

For discerning consumers, brand involvement is an attractive prospect. For brands, the challenge lies in finding unique ways to add value to the resale shopping experience. But nevertheless, luxury resale is here to stay - and those brands that choose not to participate, risk missing out on a significant opportunity.

Around half the luxury resale trade currently consists of jewellery and watches, with handbags and shoes comprising just over a third; it is mainly oriented towards women's fashion

Customers for resale market

Overall, 75-80 percent of luxury consumers are still strictly new-product buyers. However, consumer behaviour and concerns are constantly changing, pointing many towards the pre-owned products market, generating interest in the process.

The preference for shopping in secondary markets has surged across all generations.

These patterns have been accelerated by the pandemic, by digitisation, and by the so-called 'generational headwind': younger buyers, namely Gen Z and Millennials, are significantly more willing than Gen X and the ones older than them, to purchase pre-owned products.

For customers, resale lets them afford aspirational brands, shop conscientiously, and - quite similar to traditional thrifting - find unique items.

According to a report released by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania, Gen Z leads the way in sustainability and has outsize impact on older generations, especially their Gen X parents.

Purchasing or renting previously-owned apparel, shoes and accessories continues to grow in popularity as Gen Z's influence over older generations on sustainability increases

"At least 50 per cent of all respondents across generations prefer the resale/recommerce market for a combination of reasons indicating a concern for the planet and a preference for sustainability and circular shopping. Yet affordability is still very important to Gen Z, with nearly 30 per cent preferring to shop through recommerce based on price. Regardless of their reasons to shop through recommerce, 83 per cent of all respondents across all generations said that they will continue to purchase second-hand products," Professor Thomas Robertson, Academic Director of Wharton's Baker Retailing Center said as part of the report.

Gen X and millennials - the highest number of respondents - confirmed that they sell items to second-hand markets such as ThredUp and Poshmark, with 47 per cent of Gen X and 52 per cent of Millennials participating as sellers.

In addition to this, ThredUp states that the younger generation remains the most open to buying pre-loved fashion, with 62 per cent of Gen Z and millennials saying they look for a second-hand item before purchasing a new one.

The study also found that 58 per cent of consumers say second-hand shopping has helped them in some way during a time of inflation. Meanwhile, 25 per cent say they will consider buying more second-hand items if prices of apparel, footwear and accessories continue to go up.

Resale/secondary markets increasing by the day

While the trade still largely exists offline, secondary markets consisting of online marketplaces are cropping up at a much faster rate. So much so that specialised digital platforms for trading pre-used goods, with a 25-30 per cent market share, are driving much of the sector's growth, with a predicted expansion of 20-30 per cent per annum.

This is another key reason influencing consumers to buy more second-hand clothes, with 70 per cent of respondents saying it is easier now to shop for pre-loved products than it was five years ago.

Online resale is the fastest sector of second-hand and is expected to grow by nearly four times by 2026 - ThredUp x GlobalData revealed

Some notable secondary markets include resale sites such as ThredUp, The RealReal and Poshmark; peer-to-peer marketplaces such as Depop and Storr; and rental platforms such as Rent the Runway.

Buyers and sellers flock to these online marketplaces, attracted by the range of unique products and services offered ranging from pick-up, storage and delivery to repair and refurbishment; from authentication to price-setting advice; and from high-end photography and copywriting to virtual shopping events.

For these specialist services, platforms generally add a commission of 20-40 per cent on top of selling price.

With such a committed consumer base, it's no surprise that certain high-profile brands are trying out their hand in the luxury resale market.

High street retailers and iconic fashion houses alike have stepped into resale in recent years with the likes of Hugo Boss, Ganni, Marks & Spencer, Lululemon and Pacsun, all announcing either the launch or expansion of their resale offerings in the last few months alone.

Additionally, Gucci is partnering with TheRealReal to recycle/upcycle garments, Richemont has acquired UK-based watch specialist Watchfinder, thereby gaining new distribution channels and becoming a retailer of rival brands, and Kering has invested in Vestiaire Collective, to enhance its customer experience and boost its sustainability efforts.

ThredUp has also released a monthly index set to be measured year-over-year (Y-o-Y). Dubbed the 'Recommerce 100', it tracks the adoption of resale initiatives as well as which brands have grown their projects in this area.

The report highlights that brands with resale shops increased 275 per cent in 2021 compared to 2020 with an estimated 41 brands with resale shops exhibiting 133,000 total listings.

22 brands launched resale shops in 2021 and 11 have already launched projects in the first three months of 2022, confirming the swift rise in resale. Amongst retail executives who currently offer resale, 88 per cent say it's helping drive revenue.

Interestingly, small brands are 'demonstrating leadership in resale', with 25 of the 41 brands identifying as small, private companies. The report also points out areas that brands could expand on, such as the number of listings.

Furthermore, the report highlights the top brands with the most listings - Eileen Fisher tops the list, followed by Tea Collection, Lululemon and REI. Patagonia, Levi's and Madewell have also made it into the top 10.

"At the current pace, the number of new resale shops launched in 2022 is expected to exceed the number of all other resale shops launched to-date," James Reinhart, CEO and Co-founder of ThredUp, said.

"The last 10 years of resale were dominated by marketplaces, but brands and retailers are driving the next wave of second-hand. We're still in the very beginning of this trend, but the acceleration of resale adoption is a positive signal with enormous benefits for the planet."

Tap the resale/second-hand market?

The ability of a brand to sustain and engage in a secondary market reinforces a desirable aura of craftsmanship, durability and sustainability.

Four in ten buyers consider that brand participation will raise the market value of their own pre-owned products. Many also feel that luxury brands exert more control on their products this way, resulting in less counterfeiting.

The pre-owned market is no passing fad but presents a real and lasting opportunity. Those choosing not to take part in resale will have a smaller addressable market - while still seeing their goods traded on outside digital platforms.

For those that do step in, other considerations arise.

One of them being, how does this serve customer needs?

Brands might find ways to appeal to specific client segments. For discerning collectors of iconic pieces, brands could play a role in organising the market more efficiently, or by offering sought-after items. For those interested in buying new products only, the trade-in experience could be improved.

And for all buyers, of both new and pre-owned products, brands could provide superior authentication and guarantee services, with specialist insights and access.

Case Study: Eileen Fisher

Eileen Fisher was the first major retailer to start a resale programme in 2009. It began as a grassroots effort to collect employees' used garments, resell them to customers and donate the proceeds to Eileen Fisher's charity foundation.

Resale fits naturally into the company's design ethos, which is built around a wardrobe of timeless, monochrome pieces that can easily be mixed and matched and last for many years.

Dubbed 'Renew', the programme became so popular that the company quickly expanded it from bricks-and-mortar stores to an online store in 2017. The programme even includes a line called 'Not Quite Perfect', which contains pieces with slight blemishes, like pilling or a small pull, which are sold at a larger discount.

Most resale programmes work similarly to Renew: if you have a garment you no longer want but which is still in a good condition, you can turn it in for store credit, and the brand will turn it around and sell it to someone else at a discounted price.

But store credits can be problematic if they only encourage customers to buy more new stuff.

Store credits incentivise customers to bring in their clothes, but not every programme allows the customer to use that store credit on another used item. Successful models are those which offer options to spend the credit on both new or used clothing.

"The whole point of recommerce is to prevent people from buying new clothes," Marilyn Martinez, a Circular Economy Expert at the Ellen MacArthur Foundation said, adding, "but if you're giving people a discount to buy more new stuff, it defeats the purpose."

Eileen Fisher estimates that Renew has taken in more than 1.5 million garments since it started, and by replacing new purchases, it has saved more than 499,000 pounds of CO2.

By selling their own second-hand clothes, brands are confronting retail's biggest environmental challenge: how to keep making money without extracting new resources. But what's likely propelling the trend now is that it just makes good business sense.

With more consumers turning to second-hand shopping, resale is proving to be a powerful solution to fashion industry's wastefulness. Second-hand clothing displaced nearly one billion new clothing purchases in 2021, and nearly two in three consumers believe their individual consumption habits have a significant impact on the planet.

That being said, Resale alone can't solve fashion's environmental problem - it will have to be combined with other means of recirculating clothes, including repair, rental and recycling.

"Resale has emerged from the pandemic in an extremely strong position," Neil Saunders, Managing Director of GlobalData said, adding, "More consumers are shopping second-hand, growth has accelerated, and the interest from traditional retailers has soared. The economic outlook remains uncertain, but with inflation driving apparel prices higher and higher, more shoppers appear to be turning to second-hand to make their budgets stretch further."

The luxury resale market holds great promise for both customers and brands.

Leading the way, largely, are customers, who are eager for established brands to play a larger role. For brands, if they choose to participate, it is a way to expand their offerings, appeal to committed client segments, stay abreast of digital innovation and reinforce their sustainability efforts - if they can find ways to add meaningful value to loyal customers' experience.

# data[].attributes.attachment_link.title
The Rise of recommerce-Big brands eyeing the resale market (A report on the current market landscape, target consumers and how to engage them and key growth drivers) | Apparel Resources

# data[].attributes.attachment_link.description
Online resale platform ThredUp in partnership with GlobalData, has revealed in its 2022 Resale Report that the global second-hand apparel market is expected to grow by 127 per cent by 2026 - more than three times faster than the global apparel market overall.With such rich rewards up for the taking, designers and brands are eyeing the market with interest, with some taking steps to invest in the concept.

# data[].attributes.attachment_link.description
Buy & sell bags, jewelry, and clothing from designers like Chanel, Gucci, Louis Vuitton, and Prada. The RealReal is the leader in luxury resale and consignment.

# data[].attributes.attachment_link.readable_text
Since starting our partnership in 2019 FASHIONPHILE and Neiman Marcus have been pioneering the retail-resale experience. A first-of-its-kind partnership that joins the forces of two leaders in the digital and omnichannel luxury experience to provide a unique circular service. Together, we offer integrated services that have transformed the resale landscape and elevate the luxury retail experience.

# data[].attributes.attachment_link.title
FASHIONPHILE | Used Designer Luxury Items | Buy & Sell

# data[].attributes.attachment_link.description
BUY, SELL and CONSIGN used designer handbags, shoes and other luxury items online with FASHIONPHILE

# data[].attributes.attachment_link.readable_text
Clothing brand Tradlands was founded to be the opposite of fast fashion, with durable fabrics, classic silhouettes, and expert details designed to stand the test of time. Which also means that Tradlands goods often appear on resale apps like Poshmark-used but still in great condition, and ready for a new home.

As demand for its secondhand items grows, Tradlands didn't want to see a third-party app capture the market for its goods. So in April 2021, it launched its Worn Well Exchange, a channel for customers to buy and sell preloved items powered by Tradlands' existing Shopify product catalog and features.

"It's always been part of our brand mission, that the pieces that we come out with season over season will go with pieces that we've come out with in the past," says Mollie Dunn, the brand's ​​Assistant Creative Director. Offering pre-loved items means "having a way for those same pieces to get continuously loved, [while keeping] them out of landfills."

In just a year, Tradlands has seen 357 listings created for secondhand items, about 30 items listed per month, and 311 items resold to customers. Sellers get to choose between a cash payout-which Tradlands keeps a percentage of-or in-store credit, keeping them in the brand's commerce loop.

Everything old is new again

There's nothing new about the concept of purchasing secondhand goods. Thrift shops have existed since the mid-1800s, with organizations like Goodwill and the Salvation Army pioneering the concept. During the Industrial Revolution, thrifting became a way for low-income or immigrant communities to access more affordable clothing, and during the 1970s counterculture movement, it became a symbol of resistance against consumerist ideals.

The target consumer for thrifting has shape-shifted over the decades, and today, backed by technology, brands are beginning to take control of their own secondary markets-a practice known as recommerce.

While recommerce is the same concept as resale or secondhand, it's emerged as the modern term for the secondhand market, which has seen a renaissance, thanks to apps and online platforms like Poshmark, Depop, and ThredUp, as well as luxury consignment reseller The RealReal.

Tradland's pre-loved section.

According to a report from ThredUp, the emerging resale market was worth $15 billion in 2021 and is expected to hit $47 billion by 2025. Younger generations are pushing this trend, with over 40% of millennial and Gen Z shoppers saying they'd purchased secondhand apparel, shoes, or accessories in the past 12 months.

A huge draw of the recommerce movement is its direct connection to sustainability, because it offers a second life to items that would otherwise end up in landfills. In addition to offering customers access to goods at more affordable prices, having a recommerce channel also highlights brand values and commitment to greener practices.

With recommerce booming, brands are realizing that they're missing out if they're not offering a way for customers to buy and sell gently used and authenticated products. Lululemon announced it would be opening its own resale channel, while IKEA recently expanded its own resale program. Other brands that have launched recommerce programs include Madewell, Patagonia, Eileen Fisher, Floyd Home, and more.

By owning its own recommerce channel, Tradlands can integrate features it already uses to market new items. On its pre-loved listings, Tradlands includes its own high-quality product images, influencer pictures, and reviews-all things resale apps can't compete with.

"You can see how it looks on different body types and how it washes and how it wears. So it's just a lot more information about the piece, keeping it in house that way," Mollie says.

Ready to create your business? Start your free 14-day trial of Shopify-no credit card required.

Making recommerce as seamless as possible

Logistically, resale does mean some extra work. Handling every aspect of resale, the way The RealReal does, means intaking used items, assessing quality, photographing them, cataloging, uploading to the site, tracking inventory, and then finally shipping. It's a lot to take on and requires staff and hours to get right.

"It's a bit of an added layer of complexity, but we've had a lot of positive feedback from our community. So it's all been worth it," says Mollie.

A handful of startups now offer technology that helps ease the process. Tradlands partners with Recurate, a service that helps brands establish their own resale channel from within their existing store and lets customers resell their authenticated purchases directly to one another.

It's one of a handful of startups trying to help sellers get a piece of the resale market. In addition to Recurate, there's Trove, Treet, and now ThredUp offering resale-as-a-service. These companies take on the heavy lifting of the logistics of resale, such as shipping.

While a brand like IKEA may have the resources to build out a fully in-house resale system, these third-party solutions make a lot of sense for brands who don't have the capacity to staff a whole new division. For a small business, even a small volume of resale could be a large undertaking. And for a large company, the volume of resale items may be too much to take on.

Treet, which works with companies including the shoe brand Coclico, makes it possible for customers to list products, print prepaid shipping labels, and earn either cash or store credit. According to Jake Disraeli, Treet's co-founder and CEO, this creates customer loyalty: Right now, 56% of those who sell on Treet sites choose to take store credit, which means they're reinvesting in the same brand, which can then leverage their own customer data to inform future resale efforts.

Coclico's pre-loved section.

"​​There's more inherent trust in that site, which leads to higher conversion," Jake says.

That trust also comes from seeing a brand you love making a public commitment to sustainability. According to the ThredUp report, one in three consumers care more about wearing sustainable apparel than they did before the pandemic, while 51% of consumers are more opposed to eco waste now than before the pandemic.

"Younger generations are more conscious-they see resale as a way to still rotate their wardrobe in an environmentally conscious way," Jake says.

"We see recommerce and resale as an extension of life. The best thing you can do for an item is use it longer, just by buying a used good."

# data[].attributes.attachment_link.title
Why Brands Are Taking Charge of Their Own Resale Markets

# data[].attributes.attachment_link.description
Clothing brand Tradlands was founded to be the opposite of fast fashion, with durable fabrics, classic silhouettes, and expert details designed to stand the test of time. Which also means that Tradlands goods often appear on resale apps like Poshmark-used but still in great condition, and ready for a new home.

# data[].attributes.attachment_link.title
Inside Patagonia’s ‘Ironclad’ Repair Philosophy, What’s Next

# data[].attributes.attachment_link.description
To get to 100,000 repairs in three years, Patagonia is stepping up its status as repair veteran.

# data[].attributes.attachment_link.title
Secondhand shopping is booming: Here’s how much you can save

# data[].attributes.attachment_link.description
With the pandemic came a surge in ‘thrifting’ and secondhand shopping. Now the resale market is growing even faster than traditional retail.

# data[].attributes.attachment_link.readable_text
Chief executive officer Simon Willis excited about the opportunities the rebrand will bring

COMMENTING on the announcement by Hanson UK's parent company, HeidelbergCement, about its new global branding as Heidelberg Materials, Hanson UK chief executive officer Simon Willis (pictured) said: 'This is an exciting announcement and one which will allow us to take advantage of our strengths as a global company.

'For the time being, it is business as usual for us and we remain Hanson UK, but, in the future, our business - along with other international subsidiaries - will be rebranded and we are excited about the opportunities this will bring.

'While our name may be changing, everything else stays the same. Our commitment to our customers and delivering excellence remains and, as we head to the future, we'll continue to strengthen innovation and deepen partnerships with our customers and other stakeholders.'

The change to Heidelberg Materials is intended to better reflect the scope of the business, which has market-leading positions in aggregates, cement and concrete, and demonstrate that it is a global company with one voice.

The new brand identity, which includes a subtle 'h' design, looks to underscore Heidelberg Materials' leading role in achieving carbon neutrality and digitalization in the building materials industry.

# data[].attributes.attachment_link.title
Hanson UK on parent company's global rebranding

# data[].attributes.attachment_link.description
Chief executive officer Simon Willis excited about the opportunities the rebrand will bring COMMENTING on the announcement by Hanson UK's parent company, HeidelbergCement, about its new global branding as Heidelberg Materials, Hanson UK chief executive officer Simon Willis (pictured) said: 'This is an exciting announcement and one which will allow us to take advantage of our strengths as a global company.

# data[].attributes.attachment_link.description
The UK's leading fashion rental platform. Rent and buy womenswear designer clothes and accessories for 10% of their RRP. Next day delivery throughout the UK.

# data[].attributes.attachment_link.readable_text
Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive

Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive

# data[].attributes.attachment_link.title
Gucci's experimental online space | GUCCI® VAULT US

# data[].attributes.attachment_link.description
Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive Vault Exclusive

# data[].attributes.attachment_link.description
Buy and sell beautiful vintage Oscar pieces.

# data[].attributes.body
That led to Encore, a resale platform launched last November that gives consumers the option to purchase vintage Oscar de la Renta runway designs, from Oscar de la Renta.

# data[].attributes.attachment_link.title
Luxury Brands Are (Finally) Tapping Into Resale — What Does That Mean for the Secondhand Market?

# data[].attributes.attachment_link.description
Over the last year, Oscar de la Renta, Valentino, Gucci and more announced they would start selling their own vintage. How will they compete with the third-party retailers that have dominated the resale business?

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Decentraland Foundation (@decentraland_foundation)

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by @gucci

# data[].attributes.attachment_link.title
LVMH, Richemont and Prada Push the Envelope of Transparency for Its Consumers

# data[].attributes.attachment_link.description
Utilising the latest technology, the Aura Blockchain Consortium allows consumers to have a clear view of their product’s life cycle.

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Mercedes-Benz G-Class (@mercedesbenzgclass)

# data[].attributes.attachment_link.readable_text
Image: Prada

Some luxury brands are releasing exclusive editions of digital wearables and "digital twins" as non-fungible tokens (NFTs) collectables to open up new revenue streams, build brand loyalty or raise money to give back to society. Others use them to boost their branding, tell a story or reach new audiences. While NFTs started to gain traction in 2021, it only became popular in 2022 and a key player in the trillion-dollar marketing industry. Marketers are increasingly creating distinctive brand experiences and awareness to encourage more interaction within the popular market of NFTs.

In the fashion industry, counterfeits are a big problem around the globe. Luxury labels lost US$98 billion worth of sales to counterfeits in 2021 alone. These losses could potentially damage any luxury brand's profit growth and reputation. This is one reason companies are looking towards technology, specifically NFTs to decrease losses and retain consumers. Another significant reason is the popularity of the NFT market, which luxury brands could potentially tap on to improve their marketing efforts.

Image: Cointribune

Although being competitors, luxury brand conglomerate Louis Vuitton Moët Hennessy(LVMH) joined forces with Prada Group and Cartier in 2021 to establish the Aura Blockchain Consortium. This non-profit platform creates a "digital twin" for designer products. A "digital twin" is essentially a virtual model designed to accurately reflect a physical object utilised as NFTs. The acquisition of the "digital twin" of the product could act as a membership to event invites and exclusive access to releases. Its main driving force is to build a community for consumers to align with the brand's message. As these luxury fans want in on this special privilege, it generally increases the number of spenders on these luxury goods, overall growing the brands' awareness in the market.

Apart from fashion, other industries are gradually beginning to use NFTs to sustain its steady growth in the specific markets. The latest addition to the Aura Consortium Blockchain is Mercedes-Benz. The German car manufacturer's access to Aura Blockchain Consortium's blockchain technology enables Mercedes‑Benz to explore new strategic dimensions of digital brand development such as creating NFTs for in-car digital art experiences. The in-car digital art experience is a significant next step for Mercedes-Benz UI/UX. Digital artworks could be displayed on the vehicle's expansive interior screen, turning it into a personalised, immersive art space. As the market for NFTs is still finding its way to commercialisation, artworks enriched by light and sound may be another strategic step for the company. Therefore, luxury car brands are opening up to explore different approaches to NFTs including auto-related artwork and experiences luring art collectors as well as auto enthusiasts towards them.

Utilising NFTs for Rebranding And Revival

Not only are NFTs used as promotional material, but also for a different path of branding which companies take to rebrand or revive brand interests. According to reports from The Financial Times, Vertu's UK manufacturing operation will be shutting down, leading to the loss of some 200 jobs. Vertu followers were disappointed in 2017 when the British luxury phone maker failed to free the company from bankruptcy. Offering to pay creditors US$2.4 million of the firm's US$135 million debt left Vertu in shambles. Murat Hakan Uzan, a prominent businessman from Turkey, currently living in Paris will retain ownership of Vertu's brand, technology, and design licences, intending to resurrect the company.

However, Vertu reemerges into the market together with NFTs to celebrate the brand's 22nd anniversary. They collaborated with Binance to set in motion its new Vertu Constellation X Ulm luxury smartphone. One could land it through an exclusive sales process that revolved around NFTs.

Image: Journal du Geek

Vertu provides about 10,000 smartphones available for sale via the purchase of an NFT on the oﬃcial Vertu Paris website and around 1,000 NFTs will be on sale on Binance's platform. On purchasing the NFT, Vertu introduces buyers with two options. One is to turn their purchased NFT into the physical Vertu Constellation X ULM 2122 smartphone, or to hold the NFT and become part of the new Vertu 3.0 business club. Those who choose the latter will receive exclusive access to the Vertu 3.0 Business Club, which gives the NFT holders the opportunity to attend private events that bring together an assembly of business high flyers from the company's 300,000 private buyer list.

It is similar to how Prada, LVMH and Cartier's strategy in retaining consumers from their already huge customer base. This further draws consumers in as they could expand their social circle and business activities. Whatever path the consumers wish to take, each original NFT holder could stand a chance of receiving a string of prized assets amounting to approximately US$4.7 million.

Vertu's business strategy with convertible NFTs could make or break the NFT and phone market. However, as it stands with the relevance and popularity of NFTs in today's time, the brand is more likely to soar than dip.

Building Awareness For Future New Audiences

Luxury brands jumping into the world of NFT may be one of the most critical economic topics in the modern world. The metaverse is a growing marketplace for NFT of the future and companies have already started to venture into this virtual space, which is touted to have an immense potential in attracting and growing new consumer base.

Italian luxury fashion house, Gucci is one of the world's most renowned fashion brands and on the other hand, Roblox is one of the most popular games and platforms. There is no doubt that a partnership between the two created something unique. That was what went down when Gucci created a virtual garden exhibition within Roblox. The exhibition spotlighted the reimagined shopping experience and digital wearables as NFTs. One of the assets is the digital iteration of the Dionysus Bag being sold for US$6 and eventually scored for almost a thousand times more. The fact that Gucci's digital assets could only be bought within a limited time offered users an understanding of scarcity. It functions as a marketing tool to create the space for exclusiveness and awareness building. This also lures newer and younger audiences towards the brand, priming them in a way where they would look towards Gucci in the near future as a brand aspiration.

Image: UGC

Another luxury fashion brand Burberry has also embraced the relevance of the NFT collaborating with the Roblox and Blankos Block Party. One could find prominent Burberry items such as the trench coat, boots, crop top, and shorts in the game.

One unique twist is that Burberry's complete outfits and individual picks are available in the market both online and offline. This highlights the evolution that has made brands' NFTs so relevant to attract new demographics of consumers.

Other than Gucci and Burberry adopting NFTs for leverage, Givenchy has also entered the digital fashion landscape with its new NFT collection in collaboration with graphic artist Chito. The series comprises 15 NFTs featuring eye-catching airbrushed characters and symbols, which were also utilised for Givenchy's Spring 2022 pre-collection. The NFT movement has inspired Givenchy due to the tremendous drive to provide artists like Chito to broadcast their work and vision directly to a worldwide audience. NFTs also represent a brand new way of conceptualising fashion's role, not just physically, but digitally as well, linking the gap between the two worlds.

Many luxury fashion brands seek to present fashion in every form possible, from runway shows to retail experiences, fashion presented as art, film and photography. The construct of luxury could be presented in various ways that extend beyond the boundaries of reality and is one of the ways to build connections with the audience using NFTs. After all, anything with the utilisation of NFTs seems to be working out so far.
For more business reads, click here.

# data[].attributes.attachment_link.title
NFTs Are Making Waves in Luxury Brands' Marketing Strategy

# data[].attributes.attachment_link.description
Some luxury brands are releasing exclusive editions of digital wearables and "digital twins" as non-fungible tokens (NFTs) collectables to open up new revenue streams, build brand loyalty or raise money to give back to society. Others use them to boost their branding, tell a story or reach new audiences.

# data[].attributes.attachment_link.title
Will the Hottest Ticket at September Fashion Weeks Be an NFT?

# data[].attributes.attachment_link.description
Prada and Jason Wu are among the brands pairing tokens with tickets as brands strategize for the future.

# data[].attributes.attachment_link.readable_text
While the likes of Adidas and Gucci have been blazing their respective trails in the NFT world, Nike is a whole other game. According to latest reports from NFTGators, the sportswear giant has managed to really carve out its own lucrative space - generating more than $185 million in revenue from NFT sales.

In contrast, the likes of Dolce and Gabana trailed a distant second with $25.6m, while Gucci has only raised $11.5m so far.

The closest competitor to Nike - Adidas - was also quite far behind with a revenue of $10.9m from its NFT transactions.

Some of the contributing factors to this came from its partnerships with well-established NFT creators like RTFKT, for example. Following on from this, in April, Nike released CryptoKicks - its first collection of digital sneakers. Comprised of 20,000 NFTs, one NFT, which was created by Takashi Murakami was sold for a grand total of $134,000.

Across that same month, Nike saw a record number of transactions at 12.7k, a jump from 11.3k in December 2021.

While this is an impressive feat from Nike, there is a broader decline that has been happening in NFTs. With visible declines happening over July compared to stronger months like March and April.

# data[].attributes.attachment_link.title
Nike generates $185 million in NFT sales - leaving Gucci and Adidas in the dust

# data[].attributes.attachment_link.description
While the likes of Adidas and Gucci have been blazing their respective trails in the NFT world, Nike is a whole other game. According to latest reports from NFTGators, the sportswear giant has managed to really carve out its own lucrative space - generating more than $185 million in revenue from NFT sales.

# data[].attributes.attachment_link.readable_text
The marriage between fashion and crypto is being consummated, with leading brands making a renewed push into the industry. Balmain and Burberry are the latest fashion houses to explore the metaverse and Non-Fungible Tokens (NFTs).
Burberry, a British luxury fashion house, is striking a deal with Mythical Games' Blankos Block Party to build its own metaverse world. The new partnership will add more characters and in-game items to Blankos Block Party.

Luxury brands join in on NFT craze

Last year, Burberry collaborated with Mythical Games to release a Burberry-branded Sharky B character and corresponding accessories. This year, the fashion giants are planning the release of a character that closely resembles a unicorn called Minny B. According to reports, the character will be emblazoned with Burberry's signature and will sport accessories like a boom box and a gold horseshoe chain.

The Burberry metaverse takes the form of a floating virtual oasis and is scheduled to come live on June 22. Previous holders of Burberry's in-game merchandise will have early access to rare items with free digital bucket hats already earmarked for holders of Sharky B, a Burberry character introduced in 2021.

"We are on a learning curve, so there's a huge amount of value in how we learn to engage with the community and new creators and how that relationship evolves," said Rachel Waller, Burberry's leading executive. "There is a huge amount that we measure in terms of what we measure in terms of what we are learning. That's where the partnership becomes really important for us."

Mythical Games co-founder Jamie Jackson has hailed the partnership as one that will help the luxury brand get new customers. "We know our consumers, especially younger consumers, are super interested in this space anyway," said Jackson.

Balmain follows closely behind with its NFTs

Balmain, a French luxury powerhouse, is embracing NFT with a collaboration with Jeff Cole to create artwork for the new Balmain Unicorn sneaker. The NFTs will be used as part of a marketing campaign for the sneakers. The designs will make their debut at the NFT.NYC conference in Balmain's Madison Avenue boutique.

Olivier Rousteing, the sneaker's designer, expressed delight over Cole's NFTs. "I couldn't be more pleased with the final artwork. Jeff clearly understood the spirit of our new unicorn has much more to do with the elusive beauty and rare strength of the legendary creature than with any literal interpretation of its shape," Rousteing said.

Gucci extended its partnership with Roblox and has unveiled plans to collaborate with the Sandbox as it tries to gain a foothold in the cryptoverse. Balenciaga and TAG Heuer have joined the exclusive list of fashion brands that have begun accepting cryptocurrencies as payment in their outlets.

What do you think about this subject? Write to us and tell us!

Disclaimer

All the information contained on our website is published in good faith and for general information purposes only. Any action the reader takes upon the information found on our website is strictly at their own risk.

# data[].attributes.attachment_link.title
Luxury Brands Continue to Push NFTs, Metaverse Adoption - BeInCrypto

# data[].attributes.attachment_link.description
The marriage between fashion and crypto is being consummated, with leading brands making a renewed push into the industry. Balmain and Burberry are the latest fashion houses to explore the metaverse and Non-Fungible Tokens (NFTs). Burberry, a British luxury fashion house, is striking a deal with Mythical Games' Blankos Block Party to build its own metaverse world.

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Grafik Feed (@grafikfeed)

# data[].attributes.attachment_link.readable_text
Rebrands are risky business. But there are plenty of real-world examples of companies that took the leap and reaped the rewards. If you're debating whether or not you should rebrand, use the following case studies as inspiration for what you can achieve. Whether your goal is to maintain a healthy, dynamic brand, reinvent your business after a crisis or it's simply time for an upgrade, you've come to the right place.

We've rounded up eleven of the buzziest rebrands to keep you inspired with fresh ideas for your own marketing makeover. How do you think they fared?

1. Facebook

Meta recently rose from the ashes of Facebook to usher in a new era and a fresh start. In a surprising move from Zuckerberg and co., the brand unveiled its new name and initiatives after months of ramping tension among stakeholders, activists and even the government. With the rebrand came a new logo, thousands of new employees and a new plane of existence: the Metaverse.

The Metaverse is an immersive virtual world accessible through the internet and the proper headset/goggles combo. Users can create their own 3D avatar and do everything from bowling to hosting an all-hands-on-deck meeting for their teams.

Although it's too early to say exactly how much of a hit the Meta rebrand will be considered in the history books, there are three solid reasons why the New York Times says Meta's recent rebrand could be a huge success. First, it shows Zuckerberg's commitment to moving the brand identity into a new chapter. Second, the reorganization of the company around its new brand goals is beneficial for investors. And last but not least, Meta can have more authority over its offerings now that it's building a product that the brand alone has control over.

2. Taco Bell

After years of "Yo Quiero" and chihuahuas, coupled with the rise of fast-casual options like Chipotle, this well-worn taco chain knew it was time to elevate its visual identity. The rebrand earned it an 8% overall growth in revenue, so we can confidently say Taco Bell's audience wanted it too.

The soft launch of the brand's new image? A new Taco Bell "Cantina" restaurant in Vegas, of course. Customers visiting the Cantina could shop branded Taco Bell merchandise, enjoy an alcoholic beverage, browse digital menu boards, choose from a tapas-style menu and relax in a VIP lounge that no restaurant in Vegas is complete without.

The new logo, created collaboratively by Taco Bell's internal design team, TBD, and creative consultancy Lippincott, created a logo that fits with the brand's new restaurant strategy: one size doesn't fit all. Its 1995 iteration was given a modern look, allowing for customization through patterns, textures and different use cases.

The restaurant rebranding was met with praise at launch, and Taco Bell has enjoyed some good press after being named one of the healthiest fast-food chains in America. Hey, if Taco Bell has managed to position itself as a healthy option in the fast food world, we think that earns them a spot on this list of important rebrands.

3. McDonald's

Whoever said looks don't matter clearly hasn't seen McDonald's 2021 packaging rebrand. The design, dubbed " aesthetic minimalism ", combines item names, simple shapes and bold colors to make the Instagram-worthy new wrappers and boxes.

Not only has this rebrand transcended language barriers for a global audience but it has also successfully infused McDonald's unique sense of playfulness into every item. From ocean waves on Fish Filets to illustrated cheese slices melting down the sides of Big Macs, this simple rebrand proved to be fun for everyone.

Meanwhile, McDonald's logo, products and other marketing campaigns have remained the same. It just goes to show that even the simplest of changes can make a big impression when it comes to rebrands.

4. Adobe Creative Cloud

Adobe has done such a good job coming up with new and advanced products that it ended up making its extensive library of tools hard for audiences to navigate and understand-oops! Luckily a rebrand came to the rescue.

In order to infuse functionality into every inch of its catalog, Adobe updated logos for products found within the Creative Cloud to a more modern color scheme, weight and font. It also swapped illustrated icons for icons with two-letter abbreviations of each product name. Smaller, more detailed updates include removing border outlines, rounding out app corners and making sure that products with similar functions are easy to choose between by adding bold, contrasting colors.

As for the Creative Cloud logo itself, the brand has chosen to change the icon from its signature red to a rainbow gradient. This update represents all the different products Creative Cloud offers under this one umbrella.

According to a press release from Adobe, "We're making these branding changes to ensure our portfolio continues to be easy for our customers to navigate and understand and maintain a fresh look and feel."

And guess what? It worked! Talk about finding a customer pain point and solving it. Sometimes a rebrand means so much more than just a new font.

5. Volvo

Volvo is giving its logo the Silicon Valley treatment with a new 2D, flat and minimalist design. The old logo created the illusion of shining metal and used multiple colors. Now the black and white rebranded logo shines in a new way by bringing its visual identity into modern times with its first makeover in seven years.

Although the rebrand was done quietly overnight without the usual fireworks you'd expect from a launch, critics called the update electrifying. Not only does the classic iron mark represent the interesting and vast history of the brand itself but the streamlined look also symbolizes a forward-thinking company.

In fact, the logo change was made in conjunction with the launch of the brand's new electric SUV as Volvo continues to pave the way for accessible hybrid vehicles. A rebrand that pays homage to the past while looking forward to the future? Yes, please.

6. Instagram

When Instagram quietly unveiled its new logo in May of 2016, some loved it, some loathed it, and most of us thought a new app had appeared on our phones. The fact that everyone was talking about it and had an opinion? That's what the world's most important rebrands do.

So why did they do it? Six years after the photo-sharing app's launch, it boasted more than 400 million users posting photos each month and 80 million photos every day. As Wired pointed out, "Those numbers boggle the imagination, and underscore how essential content is to Instagram's continued growth."

But Instagram was no longer just a photo-sharing service. With a suite of sub-brands, from Layout to Boomerang, and a growing focus on video, Instagram had fundamentally changed for its user, and its app design needed to reflect that change.

The new logo was flat, clean, and let the focus lay on advertisers and user content. The app itself better integrated Instagram's own sub-brands in a more intuitive, user-friendly way. And while they still haven't quite lived down that algorithm change, most users and brand experts agree that one of the year's most controversial rebrands was also one of the most vital and successful.

7. Pfizer

Pfizer's not just a pill company anymore and they've got the rebrand to prove it. After creating a ground-breaking vaccine to protect against COVID-19 the company knew it was time for a change.

Many customers perceived their old logo to be too commercial-looking and not very science-like. How did Pfizer handle the feedback? By changing their main logo symbol from a pill to a helix, of course.

The brilliant design upgrade is one of the most well-timed and thoughtful rebrands we've seen. As CEO Albert Bourla has said, "Pfizer is no longer in the business of just treating diseases-we're curing and preventing them." What a powerful shift!

8. Mastercard

Another well-worn brand that hadn't had a rebrand in two decades? MasterCard. Design agency Pentagram gave the credit card staple new website graphics, information pamphlets, a new logo and more.

The recognizable red and yellow circles were retained and the logo, largely unchanged since the company's founding in 1966, received a subtle refresh to usher the brand into the digital age where the rest of the banking world was already living. The rebrand was another vote for trendy flat designs, with Pentagram partner Michael Bierut explaining, "We took their DNA and went through this process of distillation. With each wave of simplification, it felt sharper, cleaner, and more flexible."

9. Guinness

How do you rebrand a brand that's over 200 years old? London-based firm Design Bridge found out in 2016 using two clear methods: a logo update and a wildly popular social media campaign.

Bucking the flat design trend, they gave the Guinness logo more detail and dimension. They also started applying the techniques they learned from making iconic television commercials to their social-first ads, bringing the entire brand into the modern age in a holistic way.

Guinness kicked off its strategy on Facebook and Instagram with a three-minute movie about LA's legendary Compton Cowboys. They did this as part of their award-winning Made of More messaging which aims to "celebrate people with character, integrity, and confident self-expression, and groups that live life on their own terms."

After their rebrand, Guinness saw a revenue ROI of £19.90 per £1 spent with the total profit from the campaign nearly doubling the category norm. Not only did the rebrand bring the company into modern times, but it also caught the attention of a new target demographic on social media, which paid off in spades.

10. Pandora

Music streaming service Pandora has been around since 2000, and up until 2016, so had its logo. Pandora had faced increasing pressure from brands like Spotify until it finally made the switch. In the fall of 2016, it put forth a refreshed brand identity and a new subscription service its leaders hoped would contribute to one of the most important rebrands of the year. Luckily for them, they were right.

The new logo featured, you guessed it, a flat design and a new wordmark. Though the new design was not exciting, the campaign they released in conjunction with it definitely was. The block-style letter P has since been used at the center of many wildly colored and diverse designs ranging from black and white polka dot boxes to electric squiggles that "feel as though they could have been pulled from the 80's-90's MTV specials." All of this showcased the brand's new focus: personalization, personalization and personalization.

And even though their top competitor, Spotify, is having its moment, major outlets like Digital Trends even admit that Pandora offers music discovery features that outshine its contemporaries. All of this makes it possible for users to have a more unique and personalized music experience on Pandora's platform than anywhere else. And that is exactly why Pandora's strategic, USP-focused update makes it one of the most important rebrands.

11. Mozilla

Mozilla shared each step of its 2017 rebrand with their global audience. Although the brand has seen some challenging years, its open-sourced rebrand certainly garnered some good press and supported an impressive forecasted revenue of $500 million for 2021 (up from $465 million in 2019).

Mozilla shared several logo designs from London firm Johnson Banks online early in the rebranding process. It let anyone comment on the selection of logos, and spent the next five months reviewing roughly 3,000 opinions, before unveiling the final design.

Of the new logo, Mozilla's creative director Tim Murray said, "Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company." Their new "letters only" logo also allows members to attach photos, graphics and .gifs to it, feeding into the "maker spirit" Murray hopes the new identity will harness.

So how was this experimental new rebrand received? Overall, pretty well! Most appreciated an original approach to the age-old process of rebranding. And, come on, we all like it when someone asks our opinion, right?

Why Are These Important Rebrands?

While you may not be facing a global rollout and the subsequent critique of a brand identity refresh, it is important to unveil your rebrand correctly. Bring the right people into the process early in the rebrand, unveil it to your internal team with all the flash you usually reserve for the public and make sure your new brand assets are easily accessible. That way everyone can start putting them to use immediately!

To find out how Brandfolder can help keep your brand assets organized during a rebrand and beyond, click here for a demo.

# data[].attributes.attachment_link.description
To keep you inspired with fresh ideas for your own rebrand, we've rounded up nine of the buzziest examples of rebranding. Whether giving fast food a new image or rebuilding brand loyalty, each of these brands had big mandates ahead of them.

# data[].attributes.attachment_link.readable_text
Ushering in a new chapter of its storied history as a name in Italian luxury, is rebranding to create a conversation between the classic and contemporary, now known simply as "Ferragamo." Respecting its heritage with a clear vision of the now, the label will also be debuting a new logo, designed by Peter Saville.

"Acknowledging the importance of every single element to the whole, the journey of reinvention, the sharp sense of elegance and respecting the craft involved, starts at the foundation: the letters being used, the shape they take, the words they form," says Ferragamo.

Ferragamo commissioned renowned graphic designer, Peter Saville, to translate the founder's handwriting into an impactful, refined, affirmative serif font. Creating tension between classicism and modernity, Saville recalls classical stone inscriptions that inspired Renaissance artists with a reductionist lens. The modernist and sensual intent of the logo creates a fitting essence, making it seem like it has always been with Ferragamo.

"The equity of Florence is in the culture of the company: that led me to the choice of a classic font. The vision is exacting and modern. Thereafter, the font is reduced and becomes modernist. Then there is the craft that is quintessentially Ferragamo, which is condensed in the idea of an inscription set in stone. Within this tension lies the new logotype and the complex balance it expresses," says Peter Saville.

"History is an immense treasure for a house that owns it. The new Ferragamo logotype contains and expands both history and the now. Far from being just a logo, it is a program, which will frame and direct the new chapter that is about to be written," says Marco Gobbetti.

In case you missed it, FOSTEX GARMENTS taps mastermind JAPAN to reimagine its iconic Camouflage Bomber Jacket.

# data[].attributes.attachment_link.title
Salvatore Ferragamo Rebrands, Debuting Peter Saville Designed Logo

# data[].attributes.attachment_link.description
Ushering in a new chapter of its storied history as a name in Italian luxury, is rebranding to create a conversation between the classic and contemporary, now known simply as "Ferragamo." Respecting its heritage with a clear vision of the now, the label will also be debuting a new logo, designed by Peter Saville.

# data[].attributes.attachment_link.readable_text
In an effort to rebrand itself as more than just a videoconferencing app company, Zoom is renaming Zoom Chat to Zoom Team Chat and is introducing a new logo that better reflects the company's offerings.

In a blog post, the company said it is renaming its persistent team collaboration and messaging hub to Zoom Team Chat "to usher in the future of persistent messaging and further enhance teamwork and collaboration." The company says it has already made significant investments in Zoom Team Chat's capabilities, and more will be unveiled later this month.

The company says it changed the name from Zoom Chat to Zoom Team Chat to better reflect how chat tools are used. Calling collaboration a key part of human creativity, conversations can turn into bigger ideas in chat tools, writes Janine Pelosi, the company's chief marketing officer.

"Modern chat technology helps dispersed teams consolidate workflows and gain efficiencies, and enables people to work better together," Pelosi writes. "With one-touch access to video meetings, phone, whiteboarding, and more, Zoom Team Chat brings people together in modern ways."

However, Zoom Team Chat extends beyond instant messaging, providing file sharing, third-party integrations, video, voice and whiteboarding.

"When you need to elevate a chat conversation to a phone or video call or share an idea via whiteboard, you can do so at the touch of a button right in Zoom Team Chat," Pelosi says.

Team Chat is already included in Zoom One offerings, which includes the company's suite of collaboration tools.

The rebrand also includes a new Zoom logo that tacks on four more vowels, each containing an image of a solution the company offers, including chat, phone, video, meeting rooms, events and contact centers.

The rebranding and addition of capabilities to the Zoom product comes as other videoconferencing players-namely Microsoft Teams-continue to invest in integrations and offer a more comprehensive communication and collaboration solution.

Throughout the post, Pelosi teased other future announcements, as well as the company's annual Zoomtopia event scheduled for Nov. 8-9.

# data[].attributes.attachment_link.title
Zoom Introduces New Logo, Chat Rebranding

# data[].attributes.attachment_link.description
In an effort to rebrand itself as more than just a videoconferencing app company, Zoom is renaming Zoom Chat to Zoom Team Chat and is introducing a new logo that better reflects the company's offerings.

# data[].attributes.attachment_link.title
Ben & Jerry’s Is Rebranding A Signature Flavor

# data[].attributes.attachment_link.description
Ben & Jerry’s is gearing up for November’s midterm election by re-releasing a limited time flavor with the goal of encouraging customers to get out and vote.

# data[].attributes.attachment_link.readable_text
Homegrown food delivery company Zomato's rebranding as Eternal is an internal identity and wouldn't change anybody's roles and responsibilities at the start-up, revealed its founder and CEO Deepinder Goyal on Monday.

Goyal, in a public statement, said that Eternal is just an internal exercise, "only a notion to bind all our different businesses and leaders under a common name and a mission", and there are no plans to rename the company's food delivery app.

Zomato's statement comes a few weeks after its CEO had shared a note internally in the company about rebranding the larger Zomato organisation (post the acquisition of Blinkit) as 'Eternal'.

"We didn't want the Blinkit team to feel like a step-child once we completed the transaction. We needed to make sure that both Zomato and Blinkit were placed at par within the importance hierarchy of our daily work lives," CEO Goyal explained. He also informed that the internal reorganisation wasn't intended to imply a succession plan.

According to the reports, the company was planning to bring all its businesses under one umbrella of Eternal as Zomato's parent company, which would have multiple CEOs. Following reports of its 'Eternal' restructuring scheme, capital markets regulator Securities and Exchange Board of India (SEBI) had asked Zomato to clarify on the same.

While explaining more about Eternal, he said, "The word Eternal is a mission statement in itself. Eternal means forever, something that will last for more than just a lifetime. We want each of our businesses to be built with a very long-term view, well beyond our lifetimes."

Today on BSE, Zomato's stocks fell 4.4 per cent to end at Rs 59.15 with the overall losses in the Indian and global equities market.

# data[].attributes.attachment_link.title
Zomato's rebranding as 'Eternal' is an internal identity, clarifies CEO Deepinder Goyal

# data[].attributes.attachment_link.description
Homegrown food delivery company Zomato's rebranding as Eternal is an internal identity and wouldn't change anybody's roles and responsibilities at the start-up, revealed its founder and CEO Deepinder Goyal on Monday.

# data[].attributes.attachment_link.readable_text
Influencer marketing facilitates brands in promoting their goods and service over various social media platforms through influencers' recommendations and endorsements. Amongst the variety of marketing options available today, Influencer Marketing has emerged as a great tool for building brand awareness and recall among the audience; it is also known to result in conversions and product sales through effective calls-to-action. Even when a brand is considering the strategy of rebranding, Influencer Marketing is still one of the best options in the present market circumstances.

Influencers of today have the option to select from innumerable social media platforms as also what content type they will use to engage their audience with and endorse products. They may make use of video-led platforms, platforms primarily supporting text-based posts or ones that offer the leverage of using a bit of everything. But the common aim of all these activities will stay the same when it comes to Influencer Marketing - to help brands grow or re-grow amongst the audience consuming this content.
How Influencer marketing help Brands Grow/Rebrand themselves
Influencer Marketing has gone beyond being simply a popular temporary trend - in fact, marketing teams now allocate separate budgets for investing in this form of marketing. And its popularity is not without reason, because it offers -

Capsules of crisp, snackable content having authentic value for the audience: Influencers are experts at designing and creating content that has value for their audience, which they present in short bursts of crisp, consumable format. Since most people have limited attention spans today, they prefer content presented in this snackable format. And once such content is viewed by an increasingly large audience it tends to go viral, which is a great bonus for the brands looking to rebrand.

Expansion of the brand's reach, at a nominal effort and cost: For companies looking to consolidate their branding in consumers' memory, this snackable content is very helpful. Influencers can easily expand brands' reach to a completely new audience while cutting through the social media clutter, requiring only basic brand information as input from the company. Solely through efforts of the Influencers and their content, the company's marketing mix can be infused with interesting creatives that reach a new audience. And all of this without a prohibitive cost attached, as is the case of advertising.

Trusted experts or sources that advocate the brand's cause: For a company to build or rebuild its branding followed by its Return on Investment, it has to procure the consumers' trust and confidence. In today's world, Influencers are perceived by the social media audience as domain experts. Hence, when a beloved Influencer advocates the cause of a brand, the audience extends the same level of trust to it by association. Therefore, a reliable Influencer's successful campaign will be effective in procuring a brand exposure and recall among a lot of other factors.

Consistent efforts: Like most marketing options, Influencer Marketing too is a consistent exercise. Influencers will usually agree to market a product consistently over a period of time, because they understand that consistency is a necessity in the branding and rebranding game. Only when the audience is repeatedly exposed to a particular brand on the Influencer's feed, will their awareness grow and get converted to sales.

These days, 9 out of 10 brands believe that Influencer Marketing is an effective part of the overall marketing mix. If a company is considering rebranding their image, exploring the option of Influencer Marketing makes complete sense in the present times.

# data[].attributes.attachment_link.title
How influencer marketing can help brands rebrand themselves

# data[].attributes.attachment_link.description
Influencer marketing facilitates brands in promoting their goods and service over various social media platforms through influencers' recommendations and endorsements. Amongst the variety of marketing options available today, Influencer Marketing has emerged as a great tool for building brand awareness and recall among the audience; it is also known to result in conversions and product sales through effective calls-to-action.

# data[].attributes.attachment_link.title
New logo, new emblem, new colours… still Dacia! | Renault Group

# data[].attributes.attachment_link.readable_text
Car rebrands have tended to involve relatively minor tweaks lately, usually simplifying a well-established logo. But Renault's Dacia is going for a more radical revamp with its new logo, colour and vehicle designs. It's finally revealed how the new Dacia logo unveiled last year looks in situ on the cars - and it looks kinda sharp.

The new Dacia logo in particular is a radical departure from its previous identity with a more modern, geometric look that could almost convince us that it's a higher-end brand. It's a refreshing transformation for a carmaker that Renault bought from the Romanian government just over 20 years ago. And while it isn't going to make it to our pick of the best logos of all time, it's certainly a sharp new look for a value-focus brand.

Dacia's revealed a new look for its cars, with sharper headlights and the new Dacia logo prominently placed on the grille. The brand has changed the style of its photography and advertising too, focusing more on customers with an active lifestyle who want a car with sharp design. It's launching innovations such as a camp bed system for its Jogger family car and even a tent.

It's also focusing on recycled materials: its Duster model will feature a recycled polypropylene material with a flecked finish that doesn't require painting. Dealers have also undergone a redesign, applying Dacia's new logo and colours.

As for the logo, Renault said last year that the goal was "to change the brand's visual language by tapping into its fundamental characteristics: robust, simple design, and a willingness to focus on the essentials." The minimalist letters are intended to communicate a "pared-back and cunning character." Yes, 'cunning', that's what they said.

It's scrapped the closing strokes on the 'D' and 'A' , leaving minimal forms, which are also mirror images, creating a simple, geometrical look with a mechanical feel. The accompanying emblem is derived from the logotype, bringing together the 'D' and 'C', to form a symmetrical link, which Renault says symbolises a strong, cohesive bond. The new earthy colour palette was built around khaki-green to evoke "the brand's closeness to nature", although that's an association that can be controversial for car brands as Mercedes found out.

The refresh seems to be going down well. On Twitter, people have suggested the new emblem both looks like a chromosome and a DMC DeLorean, but many see it as a chic improvement for the brand. One person wrote: "It looks rejuvenated and both more serious and fun at the same time."

Other recent new logos from car manufacturers have included a new Aston Martin logo and new Skoda logo. We weren't very sure about the design decisions made by the latter, and it looks a little like another well-known car brand too. Meanwhile, the new NFL logo for NHHM has been roasted on social media this week.

For more on logo design, see our guide to how to design a logo. You might also want to make sure you have the best graphic design software.

# data[].attributes.attachment_link.title
Dacia's new look is the radical car rebrand we've been waiting for

# data[].attributes.attachment_link.description
Car rebrands have tended to involve relatively minor tweaks lately, usually simplifying a well-established logo. But Renault's Dacia is going for a more radical revamp with its new logo, colour and vehicle designs. It's finally revealed how the new Dacia logo unveiled last year looks in situ on the cars - and it looks kinda sharp.

# data[].attributes.attachment_link.readable_text
Pre-loved was accessible in both cost and location, but - to my surprise - it also more than satisfied my shopping urges. My days of falling asleep, dreaming of how fabulous I'd look top-to-toe in Topshop's sequined party dresses were over, but I became someone who took risks at clothes swaps and revelled in layering and pattern clashing to find a new look. The eclectic nature of second-hand means my wardrobe has remained unique and reflective of my taste rather than dictated trends.

Switching to second-hand shopping does require an alteration in mindset. You need to be much more patient and experimental. A proper peruse of a charity or vintage store takes time. It is usually a good idea to take a friend for both conversation and consultation. Of course, the likes of Depop, Vestiaire Collective and eBay do enable a specific search but half of the joy of pre-loved shopping is the opportunity to embrace surprising pieces.

Over the years, I have met similarly-minded individuals, and in an attempt to bottle and understand this more organic approach to fashion, I started documenting their incredible outfits on my website, My Indie Wardrobe. "Usually when I decide to buy something, it has to be a stand-out piece. I look for quality and usually choose natural fibres like cotton, linen or silk. I often choose pieces that I know I'll love for years to come," says Selena Williams, recent subject and owner of Selena's Shop.

For me, the "years to come" element to second-hand fashion has been a recent revelation. Spontaneously adding random sparkle to my wardrobe - although fun - didn't always make the most functional collection of garments, resulting in quite a high turnover. When reading Aja Barber's book Consumed, I discovered that only 10 to 20 percent of clothing donated to charity shops are resold, with a large proportion being shipped overseas - to places like Kantamanto Market in Accra, Ghana, where an eye-watering 15 million garments arrive every week. At Kantamanto Market, clothing bales are purchased by vendors, but 40 per cent of the unsold clothing is still sent to landfill, informal dumping grounds, burn piles or just straight into the sea.

Second-hand fashion doesn't help with sustainability if you treat it like fast fashion: a disposable item that's worn for one night before it hits the landfill, often having a hugely detrimental impact on countries in the Global South. Barber recently tweeted: "The first step is SLOWING DOWN. People want to replace fast fashion one for one with ethical fashion and it just doesn't work."

Second-hand fashion does help if it is carefully-selected, loved and repaired, taking the place of a brand-new purchase and complementing the clothing already hanging in the wardrobe. Much like my old black and white vintage T-shirt, which - with a bit of luck - will have some more stories to tell in another 20 years.

# data[].attributes.attachment_link.title
Quitting Fast Fashion A Decade Ago Taught Me The Joys Of Shopping Second-Hand

# data[].attributes.attachment_link.description
"The eclectic nature of second-hand means my wardrobe has remained unique and reflective of my taste rather than dictated trends," says Hannah Clugston.

# data[].attributes.body
Globally, there is a shift to more relaxed and easy-going silhouettes, and this collaboration is a direct response to it. While retaining the characteristics that define the brand at its core, they channeled their visions toward crafting clothes that bring together athleisure, streetwear, and high fashion.

# data[].attributes.attachment_link.title
Season 3 Of Levi’s x Deepika Padukone Is Every Shade Of Cool

# data[].attributes.attachment_link.description
Season 3 Of Levi’s x Deepika Padukone is here to take denim-chic to new heights of cool, and here’s a complete lowdown.

# data[].attributes.attachment_link.title
How Are Young Brands Navigating Instagram’s Algorithm?

# data[].attributes.attachment_link.description
For small fashion brands reliant on Instagram for marketing and sales, the apps algorithm shows that all is not well.

# data[].attributes.attachment_link.readable_text
Pre-loved clothing is becoming a sought-after stream of fashion e-commerce for a young audience seeking exclusivity in style. The benefits? Affordability, uniqueness, and a conscious wardrobe - all accessible through Instagram

An 80s Tommy Hilfiger shirt reworked into a cropped silhoutte

I remember the first timeI procured a thrift buy - a pair of baggy denim overalls from a dinky little store in New York, in 2016. It was equal parts boyish and comforting, serving me well on multiple occasions. Back then, the concept of buying vintage and thrift pieces hadn't gained popularity in India, but it was only a matter of few years before shopping accounts run by young entrepreneurs began cropping up - providing stylish clothing harnessed by the power of social media, for a consumer looking to buy more sustainably, while on a budget. Today, Instagram has become a thriving market-place for pre-loved clothing in the country, and the variety is endless - from 90s Tommy Hilfiger jeans, Austrian dirndl blouses, and oversized men's shirting - the list goes on. Born and raised in the town of Ukhrul, Manipur, sisters Lumri and Linno Jajo grew up as part of a cultural landscape that's steeped in the practice of up-cycling and buying second hand.

A vintage peasant dress by Folkpants

They started Folkpants, their online vintage store, as a space that amalgamated their interest in fashion while embodying their childhood values of consuming fashion more responsibly, "We wanted to create a source or others who don't know or have access to pre-loved items. Our diverse customer base includes college students, bloggers, working professionals, homemakers, and vintage and sustainability enthusiasts between the ages of 18 and 34," shares Lumri. Most garments are hand-picked and sourced from street markets and local second-hand stores, keeping in mind an aesthetic that would appeal to a fashion-forward audience. New Delhi-based fashion stylist Dennis Hauzel started his thrift account @bygoneechoes during the pandemic. He credits a sense of novelty as a major driving force behind the purchasing mindset, "Beautiful prints, lots of colours, and interesting silhouettes are what attracts the consumer. Shirts and dresses bearing artsy, quirky prints have been best-selling items."

A leather bag sourced in Milan by @gonvintage

Sequinned tank tops sold by @bygoneechoes

ONE FOR THE GRAM
A deeply ingrained feature of social media is the optics - the optics of looking good. And that extends to the online thrift market. To differentiate and bring in a true sense of branding compared to the cacophony of accounts, these entrepreneurs are making added effort to create alluring imagery for their sales. The Jajo sisters routinely collaborate with photographers, models, and make-up artists to produce professional imagery shot against the lush backdrop of North-East India. For Pune-based Shreya Jain, founder of @gonvintage, shooting products out of her living room doesn't restrict her from curating a distinctive aesthetic. While working in Milan, the vintage enthusiast had amassed an impressive archive of pieces hand-picked from Italian flea markets.

In order to showcase distinctive imagery, thrift accounts routinely collaborate with photographers and stylists

Upon her return to India, she decided to elevate her passion project and sell to a local audience. Jain researches the brand and fabric of the pieces that epitomise European chic. If you scour her account, you will find linen skirt-suits, slip dresses, and she even reworks silhouettes to give them a more contemporary appeal. She also goes the extra mile to style each piece with accessories and footwear while conducting a drop, "Each time I photograph a piece, I think about how I would style it to make an outfit that's modern even though it may be from over 30 years ago. I am a big fan of combining vintage pieces with luxury ones from my own wardrobe, which gives the outfit a sense of balance," she says.

A linen skirt set recreated from a vintage dress by @gonvintage

DROP IT LIKE IT'S HOT
Product drops - a sales tactic usually adopted by streetwear and sneaker labels, catering to the world's hype market - have also been embraced by the luxury sector in recent years. The sight of people lined up on sidewalks and camping overnight outside stores in a bid to get their hands on a coveted, limited edition item was considered normal in a pre-pandemic reality. However, online, the sense of urgency and excitement is equally palpable - an adrenaline-addled game of hitting refresh in the hope of a successful check-out. The hype-market is also one fuelled by expensive price-tags and skyrocketing resale price points. While the online thrift market in the country resides on the other end of this spectrum, the drop model has curiously worked in its favour, and has created a space where individuality and the excitement of a retail experience can co-exist in a more democratic manner."Shopping from thrift accounts has been a bit like getting into a virtual stampede," shares Nida Naeem, a student of fashion communication from The National Institute of Fashion Technology, Bengaluru.

A vintage Balenciaga blazer layered with a crochet vest, by @bygoneechoes

"The fact that most of these garments are one-off pieces gives them an air of exclusivity. This kind of model of skewed demand and supply has worked well for luxury brands and in this case, the drop culture is built by a community of people looking for more Pinterest-y, trendy clothes that are perhaps a lot more expressive than those from the average fast fashion brand, and is available at extremely competitive prices. Cute, handmade freebies also form a part of the charm for a lot of these pre-loved shopping accounts. Several of these small business owners take out time to add artsy stickers, some candy, and a personalised note - creating a wholesome experience."

@bygoneechoes

Most Indian thrift accounts function based on a weekly or bi-weekly drops, offering their loyal followers a sneak-peak of what to expect with information on fabric and size. Once the drop goes live, items can be purchased via comments or direct messages. "Every week, we usually put up 6-8 pieces of curated clothing and accessories based on a set theme or style. Showcasing try-ons of the pieces ahead of the drop ups the curiosity of the consumer and since they know that a certain piece is one-of-a-kind and won't be around for long, it urges them to get their hands on it stat. Doing weekly drops has also helped clients have a definitive idea of a set day and time that they need to look at the shop to find what they want instead of randomly scrolling through a chaotic page where they need to go searching for available pieces," explains Jain.

THE CIRCULAR WARDROBE
A burning question, constantly asked, within the fashion industry is, "Where do our clothes go after we've discarded them?" A large portion that hasn't been recycled ends up in landfills where textiles can take over 200 years to decompose. In light of the pandemic and through several rounds of wardrobe de-cluttering and downsizing, many fashion enthusiasts are reassessing how they can bid farewell to their clothing while lending it a second lease of life. For Manpreet Kaur, a Bengaluru-based fashion stylist, an opportunity presented itself during the lockdown, "I realised there were so many pieces in my wardrobe that I'd barely worn and many pieces that I didn't see myself wearing again. All of them were in almost mint condition, so I started posting mood shots of them on Instagram Stories, interspersed with old pictures of me wearing them. All the pieces were priced between Rs 1,500 and Rs 3,000. The response was wonderfully overwhelming."

A button-down dress from Kaur's personal wardrobe sold via Instagram

Through her first sale, Kaur managed to sell all the pieces in 24 hours to people from various parts of the country, most of the items were from fast fashion brands that didn't align with her sensibilities anymore and she parted with them in the hope of investing in good quality, sustainable pieces.
Mumbai-based writer, Meera Ganapathi took a similar route, where instead of donating or gifting clothes from her annual spring cleaning exercise, she tried out a different approach, "I genuinely like these clotheswhich is why I'd hoarded them - a dress by Naushad Ali, in particular, I've held onto for four years and have not worn it even once because it just doesn't suit my body type. I felt it was time to be sensible and not sentimental. The clothes were all in great condition and deserved to be used."

Coveted thrift pieces shot against the lush backdrop of Ukhrul, by @folkpants

She went on to conduct a sale via Instagram and announced that all the proceeds from the sale would be donated to Goonj, a NGO that works for women welfare. Her clothing sold out quickly, owing to the short period last year where the pandemic restrictions were loosened, and people were making short trips within the country. The humanitarian and sustainable intention further solidified the concept, one that Ganapathi wishes to carry another round of.

# data[].attributes.attachment_link.title
How Preloved Clothing Is Forging A Unique Market Place Through Social Media

# data[].attributes.attachment_link.description
Pre-loved clothing is becoming a sought-after stream of fashion e-commerce for a young audience seeking exclusivity in style. The benefits? Affordability, uniqueness, and a conscious wardrobe - all accessible through Instagram An 80s Tommy Hilfiger shirt reworked into a cropped silhoutte I remember the first timeI procured a thrift buy - a pair of baggy denim overalls from a dinky little store in New York, in 2016.

# data[].attributes.attachment_link.readable_text
Take a moment and imagine what is required to make a single t-shirt.

If it's a cotton t-shirt, that means land, labor, pesticides, and other resources were necessary to grow, process, and transport the cotton. Then the fiber is made into fabric, likely requiring more transportation and chemicals to further process and dye the fabric. Next, the fabric is turned into a t-shirt in a garment factory all before being transported to a store.

By the time it gets to the customer, that single t-shirt has used considerable resources, chemicals, and labor for production. Chances are the t-shirt, along with most of the other clothes we wear, cost significantly less than the labor and resources used to produce them. Such cheap clothing has created a culture of "disposable fashion" also known as fast fashion.

"If something is so cheap, that's how you know it's not sustainable," says Madeline Kizer '24 (BUS) who is determined to educate as many people as possible about fast fashion and sustainable alternatives. She and other UConn students have established the UConn Swap Shop, a second-hand clothing store aimed at promoting sustainable shopping habits which will open its doors on Thursday, September 8th in the Family Studies Building.

Kizer became interested in sustainable fashion after watching a documentary called The True Cost, which she says opened her eyes to the harms of fast fashion to the environment and to human rights. Shopping secondhand is one strategy to counter fast fashion, and this is the root mission behind the UConn Swap Shop, says Kizer.

"We want to raise awareness about sustainability and get people to talk about it," she says. "If we can get more people to shop sustainably and raise awareness of the issues, hopefully, we can create change."

The Swap Shop is a place where students can donate clothes or swap for different items. Besides swapping clothes, Kizer says the shop will host events.

"We're also planning to host sewing and upcycling workshops where we will teach people how to upcycle and the reasons for why we're doing this," Kizer says. "We also want to create other educational workshops or a talk series about fast fashion in general."

In the fall of 2021, Kizer was part of the F3 program for female entrepreneurs. Tasked to find a problem and create a solution, naturally, Kizer decided to focus on sustainable fashion and worked on building a sustainable clothing swap brand she called "kizerskollection."

Through her research, she came across clothing swap events in the UK. Having never seen anything quite like it in Connecticut, Kizer decided to give it a try and after hosting a successful clothing swap, she decided to bring the concept to UConn.

"In the fall of 2021, I started hosting small events and pitching at various pitch competitions," she says. "I didn't think about creating a permanent store on campus but realized that it would be beneficial for students to have a place where they can go and just recycle everything they have at school. From late fall through the spring semester, I worked on turning this dream into reality."

At first, Kizer was met with some doubt, mainly regarding space, but she says she didn't let that dissuade her. She applied for and received a UConn IDEA grant in the fall of 2021. Kizer connected with Efua Koomson '22 (CLAS) and Lyla Andrick '24 (CAHNR), who shared the same vision. They decided to collaborate and applied for the UConn Office of Sustainability Environmental and Social Sustainability Small Grants Program, which they were awarded.

In addition to the grant funding, after official approval from Interim President Radenka Maric, Kizer says the team was also granted space where they could set up shop, in room 001 in the Family Studies Building.

"David Noble and my mentor Katie Britt at the Werth Institute have supported me throughout this entire project, and I am very grateful because without their support we wouldn't be where we are with the Swap Shop," Kizer says. "With the grants we received, we were able to purchase sewing machines and everything necessary for opening the store."

Kizer says another plan they have for the Swap Shop is to support and showcase sustainable local businesses and UConn entrepreneurs. Kizer wants the shop to help open people's eyes to what is possible.

"Throughout all of the swaps I've held, I have really tried to glamorize thrifting so that it attracts more people and encourages those who wouldn't normally thrift to do so."

All in all, Kizer is excited for the future of the shop and for helping others learn about sustainable fashion,

"I was doing customer research where I asked people if they could name a sustainable brand. So many people think certain brands are sustainable when they are not. There is so much greenwashing. I feel like it's a huge struggle to bring awareness without being over the top, to get people thinking, and realize they can be part of this movement."
If you'd like to donate, learn more, or generally keep up with the details, visit the UConn Swap Shop on Instagram (@uconnswapshop) or email at uconnswapshop@gmail.com

# data[].attributes.attachment_link.title
Swap, Don't Shop: Sustainable Fashion is Coming to UConn - UConn Today

# data[].attributes.attachment_link.description
Take a moment and imagine what is required to make a single t-shirt. If it's a cotton t-shirt, that means land, labor, pesticides, and other resources were necessary to grow, process, and transport the cotton. Then the fiber is made into fabric, likely requiring more transportation and chemicals to further process and dye the fabric.

# data[].attributes.attachment_link.title
When they’re made to last, we can all waste less. I Buy Better. Wear Longer. I Levi’s

# data[].attributes.attachment_link.authors[].name
Sign up for exclusive offers, original stories, activism awareness, events and more from Patagonia.

# data[].attributes.attachment_link.description
The Cleanest Line is the official blog of Patagonia. Read the latest Worn Wear stories from our writers and staff to get you out there.

# data[].attributes.attachment_link.title
Digital Clothing is the Future of Fashion | Dell Talks with Daria Shapovalova

# data[].attributes.attachment_link.title
Toxic Beauty Advice Harms Girls’ Esteem | Dove Self-Esteem Project

# data[].attributes.attachment_link.readable_text
63% of moms and 42% of first-time expecting mothers say they have posted content about motherhood where they looked happy, but don't feel that way. We're committed to changing the narrative about parents' postpartum experiences and empowering moms to share just #OneRealPressure on social media this Mother's Day. We want this call-to-action to empower moms to talk about the real experiences they've faced during their own postpartum journeys.

If you want to take part and help show other moms that they're not alone, share a video or photo of your #OneRealPressure on Instagram, TikTok or Facebook, and don't forget to tag us. You can help us show a more truthful view of postpartum life. By sharing your #OneRealPressure and encouraging others to do the same, we can help new and expectant mothers feel more prepared when facing the pressures of early motherhood, and feel empowered to seek the support they need. Together, we can make a difference.
If you're struggling, you are not alone. Don't just ask Google - talk to other mothers, discover Postpartum Support International and find the community you need.
*Conducted in partnership with the UNC School of Medicine's 4th Trimester Project.

# data[].attributes.attachment_link.description
63% of moms and 42% of first-time expecting mothers say they have posted content about motherhood where they looked happy, but don't feel that way. We're committed to changing the narrative about parents' postpartum experiences and empowering moms to share just #OneRealPressure on social media this Mother's Day.

# data[].attributes.attachment_link.readable_text
TheMall is billed as a 100 floor, 100-million square foot "metamall" in cyberspace. It is a ... [+]
TheMall.io

Much is being written about the "blending" of physical and digital under the auspices of "unified commerce." At the same time, we are being inundated by all things metaverse, aka Web3. Are they mutually exclusive? A recent Fast Company article looking at the future of fashion in Web3 begins to fill in some blanks.

If Web1 was about "read" and Web2 was about "read and write," then Web3 is about "read, write, and own," says Farfetch Founder and CEO José Neves. Fashion, Neves says, is a deeply human endeavor and a core part of who we are as individuals. Fashion allows us to apply different "masks" based on how we feel, who we want to be, or what we want to portray on any given day. "We always think of technology as enhancing the human interaction between curators, creators, and levels of fashion, as opposed to replacing that human connection."

Neves goes on, "For me, the definition of Web3's application to Fashion is the application of these principles of user control, user ownership and decentralized architecture to the fashion use cases." The technology enables innovation, even if that translates to you and your avatar becoming "digital twins" by wearing the exact same outfit, extending brand loyalty across the metaverse. Hopefully it's a good deal more.
A Betta MetaMall
That article took me back to an April interview I did with two metaverse change agents, Michael Zakkour and Alan Smithson, who are collaborating on an even more robust undertaking, known simply as TheMall. It's billed as a 100 floor, 100-million square foot "metamall" in cyberspace. The team shared their belief that "retail may well drive much of what we refer to as the metaverse."

Alan and Michael further believe that their early adaptors will not be headset-wearing, crypto-wallet bearing "bro-types," but rather a mainstream market of 20-45-year-old, iPhone bearing women. They are working with fashion houses to sell products within the mall, as well as various brand's in-house creative agencies or facilitate the "build-outs" with MetaVRse 's studio, which Smithson founded with wife Julie. Their secret sauce is the fact that unlike other similar tools, their engine can be deployed across multiple operating systems, browsers, and devices with little or no code. In effect anyone can be a creator.

"TheMall is a combination of ecommerce and pure experience. Brands are looking at this as a marketing and branding and experiential play." Michael Zakkour says. "The brands can do anything, whether pure experience, NFT, a mix of commerce and experience, it will become their space to do with it whatever." Michael is one of RETHINK Retails Top 100 Retail Influencers and firmly believes (as I do) that the future of retail is " immersive commerce," a seamless blending of online and instore, the essence of unified commerce. One doesn't use the term "omnichannel" in Michael's presence, it makes him cringe.
Enter "Tokenomics"
If you visit TheMall and wish to transact, naturally you'll need to do it with cryptocurrency. Although crypto assets have enthralled the entire world with several promises in economic opportunity, they lack tangibility. A US dollar may be seen and touched, but this is not the case with cryptocurrencies. However, cryptocurrencies are recognized as fungible assets, and are the basis of "tokenomics," the mash-up of "token" and "economics."

Non-fungible tokens (NFTs) do not share the same value and so, they are unique. NFTs have been trending in recent times, and they've sparked a lot of interest in tokenomics, especially with high-profile NFT auctions. The tokenization of assets such as real estate, artworks, pictures, and collectibles with NFT has sparked a new wave of digital ownership, while also showcasing the potential of tokens.
Is It Art?
Art has been on the forefront of cultural change over the millennia. So, it is not surprising that artist's and NFT's are developing a symbiotic relationship, and a lucrative one at that. Many relative unknown talents have broken into NFT art, and now some of the most revered artists and illustrators are expanding beyond traditional media into digital art and NFT tokens.

I recently Interviewed Shaun Neff, co-founder of GODA, who Forbes called a "Brand Whisperer." GODA describes itself as a "trusted curated source for leading contemporary artists looking to explore digital as a new medium." Neff is a serial entrepreneur, and has been a founder, investor, and advisor for some of the world's top brands. These include Neff, Sunbum, Moon, Beachhouse Group, Robinhood, Target, Sony, Sandbox, Outlier Ventures and more.

GODA is also led by some of the biggest names in consumer, art, music, NFT, and fashion. Names like Pharrell Williams, Nina Chanel Abney, and Todd James among them. Many of GODA's artists built significant followings and reputations in the "analog" art world before entering the world of digital art and NFT's. As a trusted partners, GODA ensure their artists seamless, impactful drops that respect the value of their art.
Taking a Brand Stand
As Shaun stated in the onset of my interview, the NFT art world is a crazy new space. It has built a strong following because the barriers to entry have been very low, and unlike analog art there are no middlemen, or gate keepers. And as a result, many artists, illustrators, and graphic designers have jumped into the pool, particularly in the last year.

Besides the low barrier to entry, the "tokenomics" behind the transactions are very appealing. The artists who mint the originals in effect maintain ownership in the original artwork, even as they become minted into a limited number of NFT's that "live" in the Web3 metaverse.

On the sell side of the equation, it takes considerably more than the artistic creation and the "minting" of the NFT to get noticed, let alone have the work achieve enduring value. According to Shaun Neff, ninety-nine percent of those who have put their work out there, don't hit anyone's radar, let alone "the whales" or big collectors that are dominating the digital art collecting world.

In the true spirit of a veteran branding guy, Shaun notes that beyond the creative talent the artists must engage in the highly strategic and calculated undertaking designed to build buzz. That's where the work of GODA comes in.
Party On Todd

Todd James, an internationally renowned artist who began his art career as a graffiti artist in the ... [+]
GODA, Todd James photo by Benjamin Roudet

Todd James is an internationally renowned artist who began his art career as a teenager in the New York City adding his unique graffiti to the subway system in the early 1980's. On August 30 th of this year, Todd minted a new collection of 1,533 NFT images with the help of GODA. Mint Pass holders paid .333 ETH (worth $527) on September 1 st and had a 24-hr. window to enter a pre-mint raffle for a chance at his new collection. Over 20,000 signed up for a limited number of NFT's that became available. The Todd James "ART PARTY" Reveal was on September 6 th 9am PT/12PM central.

By 3:00PM CST that day 804 owners bought 546 pieces. "The floor price" was ETH .46 (approximately $724.00) for items #545 and #280 had a price of ETH 666 (approximately $1,047,904). The vast majority in that moment were running in the mid-single digits ($7,000-$10,000).

As a modest collector of contemporary art, I appreciated the satirical, often political, and very pop/street art aesthetic of Todd James. And I can't help thinking about mid-century artists like Robert Indiana, Andy Warhol, or Claes Oldenburg by comparison. In their day, it was a major event when these pop art icons issued a new print edition of say, a dozen images. Each image might have been made available via a couple hundred signed prints, that were essentially identical. By comparison every one of Todd James' over 1500 images are unique, with their own digital "fingerprint." Warhol would be impressed, indeed.
The Artist Annuity

African American contemporary artist Nina Chanel Abney minted her first-ever NFT collection of 5,080 ... [+]
GODA

The other huge benefit to the artist is that when the NFT trades on the secondary market, they get a cut of that and any subsequent sale. And because all the transactions occur in the metaverse, there should never be a doubt about the authenticity, or provenance of the image. Talk about an annuity.

Another GODA artist who recently moved into the world of NFT's is the famous African American contemporary artist Nina Chanel Abney. Her first-ever NFT collection "Super Cool World" on the GODA NFT platform was comprised of 5,080 NFTs that are made up of hundreds of traits designed by Nina that reflect her "frenetic collage-like approach to visual media." The minting began on July 14 th for those that won the allow-list raffle, 60,000 raffle submissions were public. Mint Pass holders were guaranteed the chance to purchase.

Nina is most interested in having her collector fans remain in the family. So to reward loyalty and curtail transactions on the secondary market, she has hinted at owners gaining access to "exclusive Nina merchandise, collaborative product releases, airdrops, events, incentivized participation in exhibitions, and surprise raffle drawings."
Sea Change, or Wait, and See?
What does all this mean to the "established art community," say nothing of filling the spaces over our fireplaces? Well according to Shaun Neff we can expect future NFT collectors to be purchasing enlarged digital screens to be gracing the walls of our abodes with the ever-changing NFT's. No doubt it will be controlled by our phones or smart homes. And, of course, the Todd James and Nina Abney NFT's will be proudly displayed on the walls of our metaverse manors for our avatars to enjoy.

# data[].attributes.attachment_link.title
Retail's Future Brings Fashion, Web3, and NFT's into Immersive Commerce

# data[].attributes.attachment_link.description
Much is being written about the "blending" of physical and digital under the auspices of "unified commerce." At the same time, we are being inundated by all things metaverse, aka Web3. Are they mutually exclusive? A recent Fast Company article looking at the future of fashion in Web3 begins to fill in some blanks.

# data[].attributes.attachment_link.readable_text
Working on our emotional health is an integral part of maintaining a productive state of mind. Many times we find ourselves overburdened with tasks as they lack structure and add to the existing chaos of everyday life. Additionally, we often ignore checking up on ourselves and in such times a helpful tool that prompts us to do the same is vital.

Themed planners and journals now available in the market encourage and help us to do just that. They raise our awareness by promoting gratitude, and self-love and provide tools for management. Here are some homegrown brands creating products that help uplift our mental health and organise our daily lives.

Image Courtesy: Indus People

Indus People
'Inspired by India, made by India', their modern and minimal products are aesthetically inspired by the subcontinent. Indus People is a visual narrative capturing the beauty and essence of the region with intricate design and influences that provide the perfect backdrop in their journals and planners. All the products are inspired by a different aspect and in turn exhibit a unique story. Their most recent release, 2023 Daily Planner, takes one on a journey across 12 cities through the course of the year (January to December). Each month has been allotted a different Indian city/region on the basis of a good time to visit it.

Find them here.

Image Courtesy: Odd Giraffe

Odd Giraffe
Driven by a feeling of togetherness, Odd Giraffe makes products that help one feel better or be more organised in life. As strong advocates for belief and optimism, their visual story provides an instant serotonin rush; further creating a welcoming space for one to fully express themselves. Bright colours, expressive prints and all-around smiles are what dictate their aesthetics. Making thankfulness & mindfulness a habit, their wellness journals provide daily prompts to better help people reflect on their day. Odd Giraffe also personalises the experience by adding the customer's name to their own journals. Their productivity planners provide structure and are available in different prints with playful typography and quotes.

Find them here.

Image Courtesy: Patrika

Patrika

Promoting thoughtful planning and mental well-being, Patrika creates themed journals and planners under the guidance of in-house clinical psychologists. With an intention to improve the experience of everyday life, their products use prompts for self-discovery and the reclamation of agency. Termed as 'awareness tools', the journals gently raise awareness and destigmatise mental health. Bringing introspection to your every day, these help in recognising emotions and kick start the journey to self-awareness. Additionally, the planners sold under 'professional tools', help in the process of tracking and maintaining a routine.

Find them here.

Image Courtesy: Ninegram

Ninegram

Created by lettering artist Harpreet Pahwa and illustrator Suhasini Penna, Ninegram crafts mindful and pleasing paper products that are premium yet affordable. Borne from their own unique designs, the creative duo love to get their inspiration from travelling around the world. Their products spark joy and help keep one motivated in both personal and professional life and their journals and planners have a refreshing aesthetic and can be purchased with creative stickers that make mundane tasks more enjoyable. The products maintain a minimalistic design language that provides the perfect canvas to explore your thoughts and ideas.

Find them here.
If you enjoyed reading this, we also suggest: A Crowdsourced List Of Non-Judgemental Mental Health Professionals In India #HGHeadspace: How Are Indians Coping With Their Mental Health In Quarantine? 'In A Relationship With My Partner's Mental Illness' - 5 Indians Open Up

# data[].attributes.attachment_link.title
Planners, Journals, & More: Homegrown Brands Creating The Perfect Personal Archives

# data[].attributes.attachment_link.description
Working on our emotional health is an integral part of maintaining a productive state of mind. Many times we find ourselves overburdened with tasks as they lack structure and add to the existing chaos of everyday life. Additionally, we often ignore checking up on ourselves and in such times a helpful tool that prompts us to do the same is vital.

# data[].attributes.attachment_link.readable_text
As conversations around body positivity and self love are further explored on social media platforms, many are awaiting real structural change in the spaces where issues of body image have often been exploited. Feeling comfortable in our bodies is a journey and the road can be complicated and difficult. It is vital for industries like fashion to also evolve in order to become an inclusive space for all.

This is where brands like Reistor are paving the way by crafting collections in accordance to the Indian woman in different forms, shapes and sizes. Started in 2021, the brand attempts to create an ecosystem that is sustainable and fashion-forward. The goal is to create an all-natural culture that embraces one's finest self in harmony with nature.

Reistor's recent campaigns #WearTheDamnShorts is described as all about loving yourself and the skin you're in. It's a representation of taking risks, doing what you've been dreaming of, and overcoming the obstacles you think are holding you back. They wish to empower every woman to claim fashion as a space where she belongs.

"Reistor is all about feeling completely yourself and loving the skin you're in, so whether you choose to wear the shorts or not is irrelevant. The hope is that you use this as an opportunity to maybe take that risk or do that thing you've been dreaming of". - Mehma Singh, Co-Founder of Reistor

Introducing their latest drop of eco-friendly denim shorts as part of their #DenimReistored collection. Through this product, they not only want to represent women truly embracing themselves but also their journey of self-love and body positivity in the most candid way. The comfort and style of the shorts go hand in hand as they complement every body in its natural state.

Beyond body positivity the brand also hopes to revolutionise fashion by providing conscious choices to their own customers. Their vision is to make clothing that is not limited by time, season, or boundaries. Reistor was created as a result of recognising the compelling need to inspire one to make 'ethical consumption of fashion' a part of their everyday life.

Find them here.
If you enjoyed reading this, we also suggest: Intimate Conversations With 5 Indian Models About Insecurities, Body-Shaming & More Film 'In My Skin' Hopes To Make You Love Yourself A Little More We Spoke To India's First Plus-Size Trans Model About Inclusivity In Fashion

# data[].attributes.attachment_link.title
Find Comfort In Your Own Body With The #WearTheDamnShorts Campaign

# data[].attributes.attachment_link.description
As conversations around body positivity and self love are further explored on social media platforms, many are awaiting real structural change in the spaces where issues of body image have often been exploited. Feeling comfortable in our bodies is a journey and the road can be complicated and difficult.

# data[].attributes.attachment_link.title
Stamp Duty Combines Street Designs With Vintage Indian Aesthetics

# data[].attributes.attachment_link.description
As fashion brands are embracing inclusivity by exploring unique identities, we see a wider spectrum of representation. The ranging visual aesthetics capture div

# data[].attributes.body
https://www.fortuneindia.com/macro/revenge-consumption-consumers-flock-to-stores-as-festivities-near/109761

# data[].attributes.attachment_link.readable_text
Image: Sanjay Rawat

After two years of Covid-induced lull, consumers are back to the stores, splurging on clothes, bags and beauty products. When it comes to festive spending, inflation does not seem to be coming in the way of consumer spending. The demand is broad-based and keeping in line with the trend that has been observed in the recent past, tier two and three cities are growing faster than their metro counterparts. "A lot of people from the non-metros who earlier were subscribers of unorganised brands are now coming to branded stores. The aspiration levels are increasing, branded products are selling more. Conversion of unorganised to organised is a very big movement happening across the fashion industry," says Devarajan Iyer, executive director and CEO at Lifestyle. The company that runs about 86 stores across the country has seen footfalls touching 90%-95% of the pre-pandemic levels. "The basket sizes have increased 7-8% compared to pre-Covid. We are seeing more items in the same basket...consumers are coming to stores," says Iyer.

With East India getting dolled up for Durga Puja and some other pockets for Navaratri, retail sales are already thriving. Young fashion brand FabAlley & Indya has so far recorded a sales growth of 45% in the East over the same (festive) period last year. Atul Chachra, Vice President, Retail at FabAlley, expects festive sales in the region to close with a growth of 70% over last year. For Lifestyle, sales from the eastern region in September have already advanced by 35%-40% compared to the pre-pandemic period of September 2019. In fact, consumers are not shying away from making a beeline for the premium line offerings of brands. FabAlley & Indya's new collection Indya Luxe which comes with a minimum price tag of ₹6,000 and goes up to ₹20,000 is seeing good traction. "There is a clear demand for higher range too, resulting in higher transaction value. We have seen a 25% growth in average transaction value compared to the pre-pandemic times," says Chachra. "Inflation never plays a spoilsport at the higher end, it hurts the lower end," says Dilip Kapur, president and founder at Hidesign. For Hidesign, sales across online and offline channels are being driven by the higher-end consumers who are filling their shopping carts despite average ticket sizes for high value products like bags having seen an increase of almost 50%. "The average ticket value for lower end items such as wallets and belts have not seen this growth," says Kapur.

In the South, shopping for Onam has been brisk. While Lifestyle claims to have seen a double-digit growth in sales during the festivities compared to pre-Covid, store walk-ins for FabAlley & Indya across its stores in Chennai, Hyderabad, and Bengaluru have grown 25%. Westside is expecting a surge in demand and footfalls this year. With gifting being a major festive theme, the brand from the Tata Group is focusing on curating gifting solutions. "The lockdown had restricted movement. This year with travel being on top of everyone's mind, we anticipate a festive season that includes loved ones and friends all getting together," says head of customer and beauty Umashan Naidoo. Hidesign's Kapur echoes a somewhat similar sentiment. "The bounce back has been so solid over pre-Covid that if we maintain 30% (growth) over pre-Covid for stores and 70%-80% for online, it would not be surprising," says Kapur.

Colorbar Cosmetics is estimating a 50% growth in the lip, eye, and face categories this festive season over last year. The brand's average transaction value stands at about ₹1,550. Store footfalls have already shot up by over 60% compared to last year and the company expects to close the calendar year with ₹200 crore worth of sales. "We have witnessed a positive consumer sentiment, and are hopeful for the revival of the typical upsurge in demand with the festive season round the corner. People are transitioning into their pre-pandemic routines. There is a high demand without much hindrance due to inflation. We are also expecting to increase our overall market share within the online space with the launch of new product categories," says founder and managing director Samir Modi. Beauty unicorn Nykaa is equally optimistic about the festive season. "We're set to offer shoppers the biggest and most relevant assortment in beauty, fashion, and home, with new and exciting launches. In beauty, categories such as skincare, makeup, hair care, bath & body, and fragrances are expected to be in the spotlight. And in fashion, occasion-wear, party couture, accessories, and home are expected to be driving the buzz," says a company spokesperson.

The retail industry which had its share of struggles in the pandemic, imposed upon by intermittent lockdowns, is leveraging social media and celebrity reach to get more customers to the stores. Festivities, largely local in nature, brands are partnering with regional celebrities and influencers to market their brands on social media and crafting online campaigns to connect with young audiences. Lifestyle, for instance, has roped in Bengali actress Mimi Chakraborty for its Durga Puja campaign in West Bengal. We have taken a very regional approach. We have tied up with regional celebrities in different parts of the country and are curating lines in collaboration with these celebrities," says Iyer.

Follow us on Facebook, Twitter, YouTube & Instagram to never miss an update from Fortune India. To buy a copy, visit Amazon.

# data[].attributes.attachment_link.title
Revenge consumption: consumers flock to stores as festivities near

# data[].attributes.attachment_link.description
Image: Sanjay Rawat After two years of Covid-induced lull, consumers are back to the stores, splurging on clothes, bags and beauty products. When it comes to festive spending, inflation does not seem to be coming in the way of consumer spending.

# data[].attributes.body
Consumption opportunities — often hurried and requiring convenience for the multitasking, time-starved consumer — can also become a chance for relaxation and assurance.

-reflective consumers, example, journaling

# data[].attributes.attachment_link.readable_text
Founder and CEO of Schieber Research, LLC, with offices in New York and Tel Aviv. Trends and innovation expert and keynote speaker.
Poet Emily Dickinson once said, "If you take care of the small things, the big things take care of themselves." This is indeed the approach consumers are utilizing in the battle against stress, " The Health Epidemic of the 21st Century, " according to the World Health Organization (WHO).
Mindful Rituals
Recognizing the importance of mental wellness, consumers are coping with stress and anxiety in myriad ways, many times referred to as "self-care." Google searches for "self-care" have been experiencing a steady climb worldwide in the last five years but have reached an all-time high during the Covid-19 pandemic.

In the past, joy and escapism were a big part of self-care routines, including "Insta-worthy" experiences, boxes, kits and surprises, travel and indulgence. However, as consumers are adopting mindfulness - not escapism - when dealing with the everyday struggle with stress, brands can build loyalty by helping consumers help themselves.

Consumers are adopting a strategy of mindfulness, redefining their day-to-day activities. Consumption opportunities - often hurried and requiring convenience for the multitasking, time-starved consumer - can also become a chance for relaxation and assurance. Unlike routines, rituals are reflective by nature, and consumers assign meaning to them. One example of reflective behavior is journaling - regularly writing down thoughts and goals, especially in the morning and prior to bedtime. Searches related to "bullet journaling" have experienced a breakout over the last five years, though the practice has been around for many years.

The beauty industry highlights the polarization in stress reduction: the rise of multifunctional products versus the adoption of "beauty rituals," taking time to pamper and rejuvenate. Take, for example, the Jade Roller, a best-selling beauty product described on the Sephora product page as "relaxing and de-stressing," moving beyond the functional attributes to a metaphysical, experiential proposition.

Brands can make any product more mindful by connecting it to a ritual - for instance, offering a notebook for journaling morning thoughts as you sip your coffee, or offering aromatherapy or functional add-on kits to give consumers a chance to reflect on how they are feeling and what they might be needing.
Mindful Consumption
Nespresso, made famous for offering a quick and convenient cup of quality coffee, has seen young consumers opting for slow, mindful coffee moments and has recently launched a response in the U.S.: a pour-over-style carafe asking consumers to "slow down and savor the moment."

Rituals can also be found on a periodical basis - for example, " Veganuary" and " RED January " prompt consumers to reexamine their lifestyle choices and consider making permanent changes. Brands can take part in these efforts.

Consumers are reconsidering what a "good" brand means for them. They are hoping brands will help them feel like they are "better people" and considering the environment, society, farming practices and ethical issues as well as their own health when making purchase decisions. An IBM 2020 global study of nearly 19,000 consumers even found that brand purpose is more important to today's shoppers than cost and convenience.

According to Ingredion's CAGNY 2020 presentation, the mindful consumer sees plant-based nutrition as promoting long-term health, as well as supporting sustainability and animal welfare.

Snack company Mondelez, manufacturer of Oreo and other famous brands, demonstrates how permissible indulgence is a huge part of these mindful choices. The company promotes " mindful snacking" and plans to include mindfulness tips on all its packaging worldwide by 2025, such as: minimizing distractions, focusing on the smell and taste, and noticing the textures.
Family And Friends
Consumers look to digital apps and wearables to help them make better choices and to remind them to breathe and calm down. The leading health and fitness app in the Google Play Store in the U.S. as of September 2020 is Calm, a meditation, sleep and relaxation app with over 675,000 downloads in 2020, according to Statista. The Apple Watch even has a built-in "Breathe" app, aimed at promoting relaxation and calm.

Whoop, an athlete-oriented smart band, helps consumers track not only their training but also their sleep and recovery. The app requires the consumer's regular feedback - journaling in the morning to gain insights into recovery data and to understand the mental and physical consequences of a workout.

The need to belong to a family or a community, amplified by long periods of social distancing, is acute to people's well-being. Social networks, online groups and video-conferencing technology are blooming, and marketing efforts are focused on the story of connecting to loved ones, including Facebook's Portal and Amazon's Alexa.

Discord, a social platform built around gaming that has expanded to other shared interests, "from local hiking clubs, to art communities, to study groups," has garnered 100 million monthly active users with people talking for upwards of four hours per day on the platform.

Consumer-to-consumer e-commerce is a growing part of this trend: By reselling or creating, consumers are connecting to their peers through selling and shopping.
How Can You Support The Mindful Self-Care Consumer?
Flaviar, a spirits discovery club, offers samples of tasting-size whiskey bottles. When gifting someone, users are prompted to add a subscription for themselves for a lower price, thus making the brand a platform for connection between people.

Peloton, a leading digital fitness company today, has community at its core. Aside from launching tags for people to discover like-minded fitness enthusiasts, the company strongly encourages participation in cause-driven events - virtually and physically - thus creating a sense of belonging and shared purpose.

Helping consumers in their journey to become healthier and happier provides a great opportunity for brands to create real value, be more helpful and gain consumer loyalty at a time when they need help more than ever before. Brands should take a look at the product/service and ask: What are the things that get in the consumer's way, and what are the things that the consumer would actually want to get in their way?

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

# data[].attributes.attachment_link.title
Council Post: What The Self-Care Consumer Trend Means For Brands

# data[].attributes.attachment_link.description
Founder and CEO of Schieber Research, LLC , with offices in New York and Tel Aviv. Trends and innovation expert and keynote speaker. Poet Emily Dickinson once said, "If you take care of the small things, the big things take care of themselves."

# data[].attributes.attachment_link.readable_text
TORONTO - PepsiCo, Inc. subsidiary SodaStream has undergone a top-to-bottom brand repositioning.

Originally designed as an at-home soda fountain, SodaStream shifted away from pop and into sparkling water in 2014. Now, the company has added a new line of products and redesigned much of its imaging, including its logo, color palette, website and social media.

The brand's shift aims to capture consumers' growing interest in innovation, design, user experience and mixology, according to the company. London-based creative design and branding firm Pearl Fisher collaborated on the redesign.

"It's been a great process, from identifying SodaStream's opportunity to evolve and optimizing the brand's key assets to ensuring every aspect of the new design vision and brand experience activates its trailblazing attitude and stream of change mentality," said Eitan Cohen, creative adviser to SodaStream, and David Jenkinson, partner at Pearl Fisher.

SodaStream's new line of sparkling water machines, dubbed the "SodaStream Collection," adds two beverage makers for consumers interested in premium options. Each device comes with a freshly designed dispensing method, moving away from the traditional button-press activation in favor of a lever activation.

The repositioning comes just one year after PepsiCo announced its plans to aggressively scale SodaStreamglobally and identified the subsidiary as one of PepsiCo's primary investments in sustainability. The companies also launched their first co-branded partnership in 2021, bringing bubly drops to SodaStream's machines.

# data[].attributes.attachment_link.title
SodaStream revamps brand identity, adds premium offerings

# data[].attributes.attachment_link.description
TORONTO - PepsiCo, Inc. subsidiary SodaStream has undergone a top-to-bottom brand repositioning. Originally designed as an at-home soda fountain, SodaStream shifted away from pop and into sparkling water in 2014. Now, the company has added a new line of products and redesigned much of its imaging, including its logo, color palette, website and social media.

# data[].attributes.attachment_link.readable_text
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.title
93% Indians prefer brands with a sense of humour: Report - ET BrandEquity

# data[].attributes.attachment_link.description
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.readable_text
New York headquartered Myntr says the tech has gone beyond being a novelty: and that the barriers to entry for both brands and consumers are not as high as imagined.

Let's start at the beginning: What's an NFT?

A non-fungible token (NFT) is a digital asset that you can prove you own via the blockchain and can be any form of digital media (an image, video, audio file, etc.).

NFTs increased in popularity during the explosion of the crypto market in 2017, but didn't truly become a mainstream talking point until early 2021.

From games and collectible assets to legal documents and brand membership, how NFTs are used is broadening.

"That expansion of use cases is the biggest link between NFTs and growing interest from marketers because as we have seen our world transition to a more digital age there are more and more eyeballs in the digital space," ​ explained Jeff Robie, co-founder and head of client success at Myntr, a NFT agency that wants to be the 'go-to' resource for brands who want to create NFTs.

"Not only that, but as the physical and digital worlds become even more interconnected it will only help the crypto and NFT ecosystem even more. ​ How many people use cash daily now? How many times have you used your apple wallet to attend a concert? How many physical résumes have you given out? ​

"As the physical and digital worlds collide, marketers have been given the opportunity to engage with and reward their brand's biggest fans." ​

Luxury brands in particular trend toward projects playing up the design and digital innovations of the space, while smaller brands tend to focus on giving their customers real-world value, according to Robie.

"One great example I've seen is Budweiser, who released the Budverse Legends Collection​ with a social good aspect in addition to exclusive perks like merch or even a chance to meet Dwayne Wade."​

.@budweiserusa NFT merch is ! Free claims for NFT can holders. They are killing web3, and building a community of brand champions. Seems like more people would want to own the first NFT of a 100 year old brand, especially in 10 years.
P.S. there's only 1936 of them. NFA. pic.twitter.com/h7HvzC78LS
- CryptoSteve.eth (@CryptoStylesUSA) July 2, 2022

Hennessy, meanwhile, has used NFTs completely differently to suit its branding and image.

"Hennessy dropped an exclusive collection​ this year that represented ownership of ultra-rare, limited edition bottles of Hennessy 8. The NFT serves as verification of ownership and authenticity, and you can even have the actual bottle delivered upon request."​

Hennessy is joining the NFT space: pic.twitter.com/cKvmCNYOBq
- Yahoo Finance (@YahooFinance) February 7, 2022

'Even in their infancy, NFTs are already changing the game for marketers'

So what's the point of NFTs and why should brands consider them?

It's no secret that the market is as competitive as ever, and brands need to find new, creative and impactful solutions to really resonate with consumers.

"NFTs provide brands with another tactic to engage with customers and develop a relationship beyond a transaction. They provide an opportunity to build a tight-knit community of like-minded people and loyal brand advocates. NFTs can be a revenue stream, or they can simply be a way for brands to provide consumers with a digital membership asset. ​

"Creating a community around NFT holders that know they will receive unique or exclusive engagements as part of their benefits helps build a relationship that they not only want to be a part of, but that they look forward to." ​

For example, Myntr recently formed a partnership with Toronto-based cake and snack company SnackConscious to launch the TasteMakers Membership ​ : offering members perks such as early access to new flavors, limited edition merch drops and product discounts.

"When you look at NFTs merely 12-15 months ago, a brand might try to create a collection simply as a revenue stream, and if it fails then so be it," ​said Robie.

"Fast forward several months later and you can find examples of brands across a variety of industries, food and beverage included, that are looking beyond novelty and are adding tangible, real-world benefits to consumers who hold them. That's a drastic change in a very short period of time, and there is so much more to explore. ​

"And because NFTs can be any sort of digital medium, the possibilities are endless when deciding exactly what you want your membership or loyalty asset to be, whether it be an iconic moment in time, a custom graphic, or a personal audio message from a celebrity." ​

If you're good at marketing, you'll be good at NFTs...

So what makes a good NFT collection?

At the end of the day, the answer is surprisingly simple and not so different to classic marketing techniques.

"​ It all comes down to being authentic,"​ says Robie. "Every brand can utilize NFTs to provide varying levels of value to their consumers, but the design, the rewards and ease of use must all be in line with the brand's values. ​

"That's why luxury brands like Dolce & Gabbana and Gucci are able to create entirely different projects from something like the Nike + RTFKT Studios CryptoKicks collection. They can play with more expensive and innovative projects because they're known for taking big swings. ​

"But not every brand is Nike or Gucci. ​ For brands that don't play with the same marketing budget, they can still focus on what they know their consumer loves: them. Creating a more personal relationship with your consumer will never go out of style, and is extremely valuable for any brand no matter the size. Even at the base level of customer interaction, membership and loyalty programs have existed for years. Now, through NFTs, marketers are able to enhance their brand value and engage with brand communities unlike ever before." ​

Should small brands get into the big world of NFTs?

So far, NFTs have largely remained the domain of big companies with the time and resources to put into the technology.

"​ We've traditionally seen NFT collection launches from big brands with big marketing budgets who can afford to try something different with no expectations," ​ says Robie.

But he sees the market changing.

"You can likely find multiple new NFT collections being released every week now as brands look to be at the forefront of the technology curve. When you look at the current NFT landscape, you realize that the barrier to entry may be steep; not necessarily from a monetary standpoint, but from simply not having the resources or knowledge to effectively strategize, create, mint, and distribute an NFT collection." ​

The real barrier to adoption, he explains, is that small brands remain intimidated by NFTs and lack the resources, understanding and motivation to explore the idea. But he believes that NFTs can and will have a place in helping brands of all sizes.

"As a company, we've likened NFTs to the early days of eCommerce adoption," ​ he says.

"While several big brands may have made the jump to add eCommerce to their overall strategy, some SMBs were hesitant to join the fold simply because they didn't understand the benefit of the technology or they didn't have the means to advance a proper strategy effectively." ​

As an NFT agency, Myntr's aim is to lower that barrier to entry: so they can enter the space 'easily, effectively, and with purpose'.

"The barrier to entry not only from a brand perspective but a consumer perspective has also become much lower. It's become so much easier for the average consumer to participate in the space, and will only become even easier over time. Brands that choose to embrace this digital expansion will be better off for it in the future, as those brands that adopted eCommerce early on benefitted." ​

# data[].attributes.attachment_link.title
The big new world of NFTs: 'As the physical and digital worlds collide, brands have the opportunity to engage with and reward their biggest fans'

# data[].attributes.attachment_link.description
Without the resources or knowledge to strategize, create, mint and distribute an NFT collection, smaller brands still remain intimidated by the idea. But NFT agency Myntr likens the ascension of NFTs to that of eCommerce: initially used by big brands but eventually used - and embraced - across the spectrum.

# data[].attributes.attachment_link.title
The Future of Digital Consumer Engagement: How Branded Web3 Communities using NFTs and Metaverses Can Rewrite the Rules of Marketing - Retail TouchPoints

# data[].attributes.attachment_link.description
One of the hottest topics in marketing over the last 18 months has been non-fungible tokens, or NFTs. Indeed, investment banking firm Jeffries predicts that the rapidly growing market will reach $80 billion by 2025. NFTs started out in art and collectibles from collections like Beeple, NBA Top Shots…

# data[].attributes.attachment_link.readable_text
Mini

CNBC-TV18 explains what POAP NFTs are and how they work.

NFTs have grown massively in popularity in recent years. They have quickly moved from a relatively unheard-of asset class to a fast-moving and lucrative space that almost every artist, celebrity, and brand want to tap into.

The exploding sales figures of the NFT industry are proof of this rapid growth. NFT sales hit a whopping $40 billion in 2021. This year, NFT sales touched $42 billion in the first six months alone. The rising popularity of NFTs has also led to several new offshoots of the technology, one of which is POAP NFTs.

This novel addition to the digital asset class has its own story of evolution. POAP NFTs have only been around for the last couple of years. However, they have quickly transitioned from a simple form of memorabilia to being used by some of the biggest brands as a means to appreciate loyal customers. Tag along as we explain what POAP NFTs are and how they work.

In the past, concert-goers or event attendees would safeguard ticket stubs or posters as memorabilia or proof of attendance. However, with the rise of metaverse and Web3, things are bound to change and POAP NFTs are here to lead the way.

The POAP website describes these digital assets as the "bookmarks of your life" that are "minted in celebration of life's remarkable moments."

Short for Proof of Attendance Protocol, POAP NFTs serve as digital memorabilia or mementos. The POAP platform allows event organisers to better engage their audiences by offering them customised digital souvenirs in the form of NFTs.

Those who receive the POAP NFT have bragging rights to the places and events they have been to. On the other hand, the organisations issuing these NFTs now have an accurate means to track and engage their most loyal audiences, and this is where brands come into the picture.
How can brands use POAPs?
Brands like to reward loyal customers for their interaction with the organisation. They could provide exclusive offers, additional discounts, or first dibs on a product range to customers that regularly attend their events, participate in their online contests, and actively engage in other such activities.

However, brands rarely have an accurate means of tracking who attended and participated in such events. Thus, with no way to prove attendance, rewarding the right customers is extremely difficult. This is where the POAP NFTs enter the picture.

Brands can collaborate with POAP to distribute customised NFTs at their events. These NFTs help track the brand's most loyal customers. Customers who rack up more of these NFTs are those who actively participate in brand-related activities.

Therefore, these innovative NFTs help brands track and reward the right customers. They also allow brands to create a collection of unique NFTs for specific events. While these NFTs are distributed for free, their exclusivity could create rarity over time, translating into monetary value on the open market. Therefore, POAP NFTs can also act as a means of incentivizing customer participation.
Brands that are using POAP
In April 2022, Warner Music announced its partnership with POAP. Through this partnership, the music label will issue POAP NFTs to attendees of music events starting with the concert of rapper, Kevin Gates. "POAPs provide artists and fans new ways to hold on to moments shared forever," reads Warner Music's official press release announcing the partnership.

Footwear giant, Adidas also partnered up with POAP. Adidas took a different approach with these digital assets. Instead of issuing POAPs to commemorate a particular event, they used them to reward their most loyal customers who were using the 'adidas CONFIRMED' app. The NFTs often served as a ticket to future events and exclusive drops.

More recently, a multinational cosmetics brand, Estée-Lauder issued exclusive POAPs for Decenetraland's Metaverse Art Week. The event took place from 22nd to 28th August 2022. The POAP could be claimed at three different stations at the venue and will grant exclusive access to upcoming Web3 drops by Estée-Lauder.

As of April 2022, more than 4.5 million POAP NFTs were issued to hundreds of thousands of collectors and customers. The POAP platform has also tied up with some of the leading brands in the world, including Adidas, Budweiser, Coach, Lollapalooza, the US Open, TIME Magazine, FOX, and more. With such rapid growth, POAP NFTs seem like they are here to stay.

# data[].attributes.attachment_link.title
POAP NFTs: A new way for brands to reward loyal customers

# data[].attributes.attachment_link.description
CNBC-TV18 explains what POAP NFTs are and how they work. NFTs have grown massively in popularity in recent years. They have quickly moved from a relatively unheard-of asset class to a fast-moving and lucrative space that almost every artist, celebrity, and brand want to tap into.

# data[].attributes.attachment_link.readable_text
The hype surrounding nonfungible tokens (NFTs) has allowed some of the world's most iconic brands to rake in hundreds of millions of dollars in additional revenue, underscoring the mass consumer appeal of digital collectibles.

Leading brands including Nike, Gucci, Dolce & Gabbana, Adidas and Tiffany have amassed a combined $260 million worth of sales from NFTs, according to data from Dune Analytics that was first reported by NFTGators. Nike's NFT drops have amassed $185.3 million in revenue, with volumes in secondary markets approaching $1.3 billion.

Dolce & Gabbana has generated $25.6 million worth of NFT revenue. Tiffany, which only recently launched its NFTiff token allowing CryptoPunk holders to mint customized pendants, has amassed $12.6 million in NFT-related sales. Total NFT revenue for Gucci and Adidas was $11.6 million and $10.9 million, respectively.

Nike's NFT-related projects have made over $185M in revenue, positioning it as the biggest earning brand from NFTs.@DuneAnalytics dashboard by @nlevine19. pic.twitter.com/UDD90kz8Af
- NFTgators (@NFTgators) August 22, 2022

NFTs burst onto the mainstream in 2021, with collections such as the Bored Ape Yacht Club and CryptoPunks generating billions in lifetime sales. The hype surrounding digital collectibles eventually garnered the attention of major brands, which began experimenting with the technology to better connect with their customers. Although the NFT craze has died off in recent months, the impact of the new technology is expected to leave a lasting mark. Companies like Nike and Addidas plan to take their NFT ambitions into the Metaverse - moves designed to extend the ubiquity of their brands into the virtual worlds.
Nearly $55M worth of Bored Ape, CryptoPunks NFTs risk liquidation amid debt crisis
While estimates vary, investors and technologists believe the NFT market has a very bright future. According to a recent survey by market aggregator CoinGecko, respondents believe the NFT market could be worth more than $800 billion over the next two years. More conventional research put the value of the global NFT market at around $230 billion by the end of the decade.

# data[].attributes.attachment_link.title
Iconic brands including Nike, Gucci have made $260M off NFT sales

# data[].attributes.attachment_link.description
The hype surrounding nonfungible tokens (NFTs) has allowed some of the world's most iconic brands to rake in hundreds of millions of dollars in additional revenue, underscoring the mass consumer appeal of digital collectibles.

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by @gucci

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by @gucci

# data[].attributes.attachment_link.readable_text
Gucci was named the most popular brand to buy secondhand this year, according to the RealReal. Getty Images

Everyone is gaga for Gucci - and the love is RealReal.

The high-end Italian fashion house is the most wanted designer brand of the year, according to the RealReal. The popular consignment shop released its annual luxury resale report this week, which declared Gucci the No. 1 label shoppers are buying secondhand.

Namely, fashionistas are clamoring for the Gucci Blondie, a vintage handbag that debuted in 1971, which was spotted making a comeback on the runway in Gucci's Love Parade in November. Now declared an It Bag, the curved design with the iconic logo saw a 126% rise in demand - and a 500% increase in searches, according to Vogue UK - over the past year, namely after celebs like Dakota Johnson and Anne Hathaway were seen swinging it around.

Gucci shoes like the ever-popular loafer, which first launched in 1953, are favored by the likes of Billie Eilish and Hailey Bieber, and were the accessories most resold on the site, along with Louis Vuitton bags and Chanel shoes.

The Gucci Blondie was named the It Bag of this year, with a 500% increase in searches. The vintage design, which debuted in 1971, was seen on the runway in Gucci's Love Parade in November.

WireImage

Gucci loafers, which retail for $1,150 new, were a top item to thrift.

Getty Images

Gucci was also the most bought and sold brand last year - perhaps thanks to buzz for Lady Gaga-led and Oscar-nominated "House of Gucci" - proving the stylish creations have no bounds in terms of time.

The label was also amongst the brands most likely to fetch a higher price when flipped - or bought then resold for profit - on the RealReal along with Chanel, Prada, Louis Vuitton and Hermès.

As for who is selling off these designer duds, Gen X and Gen Z are the ones doing the majority of buying and reselling, the consignment company noted. Those born between 1965 and 1980 are reselling the most, however, savvy shoppers born after 1997 are flipping fastest. Overall, there's been double the amount of flipping, partly due to pandemic doldrums and closet cleanouts.

Those groups, along with Millennials (1981 to 1996) are doing the most buying secondhand on the RealReal, which saw a 44% increase in items purchased and 5.3 million new site users - the majority of whom called out the importance of sustainability.

Gucci galore: The brand took the No. 1 spot in the Top 10 luxury brands on the RealReal.

SOPA Images/LightRocket via Gett

While Gucci was the most in-demand brand, Balenciaga saw the greatest demand growth in the entire Top 10, namely with Gen Z who admire Y2K celeb trends as of late. The most coveted of all the brand's goods is its motorcycle-style bag, which was the " It Bag of the early 2000s," carried by the likes of Kate Moss, the Olsen twins and many more.

The iconic bag is a stark contrast to Balenciaga's latest offerings, many of which have gone viral for their puzzling designs. One such head-scratcher is a $1,790 drawstring bag that looks like a Hefty garbage bag, which designer Demna Gvasalia said was created to be the "most expensive trash bag in the world."

The jury's out on how much it will resell for someday.

# data[].attributes.attachment_link.title
Vintage Gucci soars as hottest resale brand, demand increases 500%

# data[].attributes.attachment_link.description
Everyone is gaga for Gucci - and the love is RealReal. The high-end Italian fashion house is the most wanted designer brand of the year, according to the RealReal. The popular consignment shop released its annual luxury resale report this week, which declared Gucci the No. 1 label shoppers are buying secondhand.

# data[].attributes.attachment_link.readable_text
Established 26 years ago, the company built a niche in the industry as a trusted and reliable provider of digital CX and IT services for some of the world's largest brands across business verticals such as technology, telecom, gaming, media, retail, CPG, and automotive, to name a few. With strong roots in its long heritage, Movate has charted a high growth and change trajectory in recent years. The company has consistently delivered revenue growth of 20-30%, which is reflective of its solid business model that leverages digital-infused solutions with an insights-driven approach to drive impeccable customer experiences. It has also emerged among the most awarded and analyst-accredited firms in its revenue range.

Commenting on the move, Sunil Mittal, CEO at Movate, said, "We have come a long way in the last few years and have metamorphosed into a human-centered technology and experiences company. While our business has evolved dramatically to align with changing client needs and industry disruptions, it was important for us to also have an identity that clearly represents our tremendous transformation. We are excited to introduce a new name and brand identity that reflects our traction and future vision. Movate is our visible symbol of change - a flag-bearer of our new purpose and ambition. The 11,700 Movators look forward to continue to partner with our global clients with a rejuvenated culture of diversity, excellence, and customer-focus."

Buoyed by Movate's growth and its firm commitment to hire diverse and industry-leading talent, the company's headcount has doubled over the last three years. Responding to post-pandemic realities, Movate acquired Directly OnDemand, a gig-expert services platform, and now nurtures a network of thousands of gig experts across 60 countries speaking over 100 languages. With these globally-integrated capabilities, Movate stands well-positioned to add enhanced value to its global clients as they transform their businesses into intelligent, high-growth enterprises.

Sanjay Chakrabarty, Managing Partner of Capital Square Partners, a Singapore-based Private Equity firm with a controlling stake in Movate, said, "Movate has carved out a niche for itself in today's new age of digital-led value propositions for clients, and this has facilitated the company's substantial growth over the last few years. The new and modernized brand identity represents Movate's commitment to innovation and passion for powering enterprises with disruptive thinking and outcome-focused services."

Movate's rebranding is expected to be operationally complete by the end of the year when it will also unveil its new website, www.Movate.com. More information about the rebranding can be accessed at www.csscorp.com/Movate .
About Movate™
Movate, formerly CSS Corp, is a digital technology and customer experience services company committed to disrupting the industry with boundless agility, human-centered innovation, and relentless focus on driving client outcomes. It helps ambitious, growth-oriented companies across industries stay ahead of the curve by leveraging its diverse talent of over 11,700 full-time Movators across 20 global locations and a gig network of thousands of technology experts across 60 countries, speaking over 100 languages. Movate has emerged as one of the most awarded and analyst-accredited companies in its revenue range.

Photo: https://mma.prnewswire.com/media/1899718/Movate.jpg

SOURCE Movate Inc.

# data[].attributes.attachment_link.title
CSS Corp Rebrands to Movate to Signal its Transformation

# data[].attributes.attachment_link.description
Established 26 years ago, the company built a niche in the industry as a trusted and reliable provider of digital CX and IT services for some of the world's largest brands across business verticals such as technology, telecom, gaming, media, retail, CPG, and automotive, to name a few.

# data[].attributes.attachment_link.title
Burger King will spend $400 million to upgrade its reputation by renovating and relocating stores as well as doubling down on ads

# data[].attributes.attachment_link.description
The chain will invest in rebranding its reputation as a premium fast food chain over the next two years, emphasizing the Whopper and chicken sandwiches.

# data[].attributes.attachment_link.readable_text
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.title
Leon's unveils its new brand identity - ET BrandEquity

# data[].attributes.attachment_link.description
Over the past few years, the number of women at the junior level has grown. Still, women continue to be underrepresented at the leadership level. Bias impacts women's day-to-day work experiences and ability to advance. We are discussing the challenges women are facing in the workplace. #WhatItTakesToBeHer

# data[].attributes.attachment_link.readable_text
An octagonal framing of the crystal company's swan logo will be accompanied by 28 new store openings and an associated brand campaign.

Crystal brand Swarovski has updated its swan logo as part of a wider rebrand that includes 28 new immersive spaces around the world.

The design work has been completed in-house, led by the company's creative director Giovanna Engelbert, Swarovski says.

Swarovski was established in 1895 in Austria, where its headquarters are still located. It produces crystal glass, jewellery and a range of lifestyle accessories. In 2018, it had a revenue of approximately £2.3 billion.

The company's CEO Robert Buchbauer says that Swarovski is "rooted in innovation and reinvention" and that the rebrand seeks to "meet the needs of an evolving world".

"Candylike octagon wrapping"

While the logo's swan emblem has been retained, the bird now faces the opposite direction. With its pared-back look and elongated neck, it aims to show the "brand's ever-forward momentum", the company says.

"Symbolically, the swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski's love of crystal," the brand says. "In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future."

The swan is surrounded by a "candylike octagon wrapping", which is a nod to a faceted crystal and has connotations of rebirth, Swarovski says. According to the brand, the octagon also represents a sense of infinity and transition.

The logo change be accompanied by updates to the wider visual identity and an upcoming brand campaign, according to the company.

"Sensorial" store design

The new work is accompanied by 28 'Instant Wonder stores' which will open in "key global markets", Swarovski adds. The first to open is at the Galleria shopping mall in Milan, Italy while new locations include Paris and New York.

The company says that this is a "sensorial retail space" where guests will be welcomed to browse a collection of the crystals, metallic sculptures and the materials Swarovski is exploring. People will also be able to buy products in-store.

The "candy-like dreamscape" will also showcase lifestyle pieces such as jewellery, watches, figurines and accessories, Swarovski says. These will be furnished against the backdrop of the new octagonal logo, which can be seen recreated in neon at the Milan space.

The stores have been designed in collaboration with Paris-based events company Villa Eugenie, which works with luxury fashion brands. The UK Instant Wonder shop is yet to be unveiled.

"Everyone is starving for optimism, energy and light"

"Swarovski always planned to push ecommerce and to create a store concept that's more an experience than a shop goes in line with this strategy," Swarovski's in-house creative team tells Design Week.

"Engelbert wanted to create a store where people get a feeling of wonder and magic, that brings joy and surprises through its design," the team says. It adds that this is especially true now when "everyone is starving for optimism, energy and light."

The display cases are inspired by the new logo; octagon-shaped boxes form the "repeating motive of the wall" which seeks to create a "textual, standout display space", according to the team. The "candy-coloured interiors" take inspiration from the prismatic colours created by illuminated crystals, it adds.

A variety of materials are in use, such as a velvet and silk on boxes, which are used on panels, furniture and the crystals themselves. Most of the stores will have carpets that match the furniture and walls to "increase the luxury feel", it says.

Busts have also been especially designed for the stores, which will be adorned with jewellery from the new collection. These have been coloured with a "special chroming technique that provides a distinctive effect", the team says.

Covid has not changed any of the new designs but "only accelerated the transformation," it adds. Some of the new retail spaces will have digital elements such as screens and LED light walls.

Roll-out of the new spaces will be accompanied by live and digital events, which include virtual tours.

# data[].attributes.attachment_link.title
How Swarovski's rebrand inspired a worldwide "candy-like" store redesign

# data[].attributes.attachment_link.description
An octagonal framing of the crystal company's swan logo will be accompanied by 28 new store openings and an associated brand campaign. Crystal brand Swarovski has updated its swan logo as part of a wider rebrand that includes 28 new immersive spaces around the world.

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by K Y R A ✨ (@kyraonig)

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by The Letterist (@theletterist)

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Logo Design Agency (@logobrainy)

# data[].attributes.attachment_link.title
Zoom Announces New Logo And Products Rebranding

# data[].attributes.attachment_link.description
Zoom unveiled a new logo today and is also rebranding Zoom Chat to “Zoom Team Chat.”

# data[].attributes.attachment_link.readable_text
Creating a sustainable workplace culture requires an intentional approach and a shift in focus-especially when it comes to diversity, equity and inclusion (DEI). These three pillars add up to a welcoming and equitable workplace, where it's been proven to have an impact on employee retention and engagement. In fact, according to McKinsey, companies that place a heavy focus on DEI efforts outperform by 36% in profitability. This paints a clear picture: a brand's DEI efforts ultimately matter both inside and outside your company. Demonstrating a commitment to social responsibility is one key to employee satisfaction and attracting top talent.

I had the opportunity to speak with Ian Lowe, Chief Marketing Officer for eSSENTIAL Accessibility to learn how brands are embracing inclusion and diversity now more than ever.

Ian Lowe, eSSENTIAL Accessibility
eSSENTIAL Accessibility

Jeff Fromm: In order to win externally, you have to win internally. How are brands changing to attract and retain more talent?

Ian Lowe: It's never been harder to find and retain great talent. The competition is steep. The challenge is, do talented people know about your brand, can you recruit them, and can you get them to stay? And all of that comes down to an excellent brand reputation-are you doing work your employees believe in and that they want to be part of? Do your corporate values align with their personal values?

That's one of the reasons we're witnessing brands double down on initiatives that reflect the values of today's employees, like diversity, equity, and inclusion (DEI). One way that organizations authentically demonstrate DEI, and attract and retain more talent, is by prioritizing digital accessibility. For example, if career websites and online job postings are accessible for people with disabilities, brands exponentially expand their recruitment efforts and pool of talent. When those same brands support employees with disabilities with the tools and accommodations they need to effectively do their jobs, they're more likely to retain that talent.

This commitment to inclusion impacts a brand's public reputation -and great talent takes notice.

Fromm: What brands are doing a great job of not just talking but acting on their inclusion strategies? How do they do this?

Lowe: Merck is one of our long-standing partner customers that holistically values inclusivity, prioritizing inclusive thinking throughout the organization. This commitment is evident just by visiting their website. Specifically, in our work together, it's evident Merck has a deep-seeded commitment to understanding how people with disabilities engage digitally, and how to serve those needs. They're driving a deeper appreciation for the people with disabilities audience at the brand, enterprise, and execution levels. And digital accessibility is just one of their many inclusion programs.

We're also seeing a shift in mass media. Marvel, one of the world's biggest media brands, had two major releases that featured characters who were deaf-Makkari in "Eternals" and Echo in "Hawkeye." What is also exciting is that their deafness wasn't part of the plot, and it wasn't why they were heroes or villains, it was just who they were as individuals. This mainstream representation is becoming more commonplace as brands mature from performative inclusion to authentic representation. This shift is evidence they are authentically demonstrating inclusive thinking in their choices and behavior.

Fromm: What are some pitfalls brands need to avoid when thinking about creating a stronger culture of sustainability, inclusion and innovation?

Lowe: Inclusion and accessibility are not projects. They are long-term fundamental ways of thinking and behaving. Brands that are inclusive and accessible understand this commitment requires a change process. We have to transform what we value, what we measure, and how we hold ourselves accountable.

We've seen organizations struggle with this through the lens of digital accessibility. So often, leaders are measured by metrics-website visits, leads, conversions. Now, organizations are starting to zoom out, creating directives at the executive level around inclusion and accessibility, with mechanisms to hold stakeholders accountable. And ultimately, an emphasis on inclusion and accessibility will deliver metrics, but it will also begin to change mindsets, processes, and, ultimately, culture. Inclusion is an ongoing way of thinking and leading, not a project that begins and ends.

# data[].attributes.attachment_link.title
Inclusion Creates Stronger Brands: eSSENTIAL Accessibility CMO Shares Insights

# data[].attributes.attachment_link.description
Creating a sustainable workplace culture requires an intentional approach and a shift in focus-especially when it comes to diversity, equity and inclusion (DEI). These three pillars add up to a welcoming and equitable workplace, where it's been proven to have an impact on employee retention and engagement.

# data[].attributes.body
Simplification

# data[].attributes.body
Interactive branding,typography driven, clean simple logos etc

# data[].attributes.attachment_link.title
Branding Trends for 2022 - 15 Key Areas to Watch!

# data[].attributes.attachment_link.description
Get prepared for your brand to skyrocket this year with these top branding trends for 2022. Get fresh ideas for your marketing plan, from data to nostalgia.

# data[].attributes.attachment_link.readable_text
Brands are increasingly moving away from working with huge influencers to promote their products.

Instead, they're choosing to collaborate with micro or nano-influencers, who can have as few as 100 followers.

There are many reasons for this switch, but mainly it's because people with smaller followings are much more relatable and trustworthy, and their endorsements seem a lot more genuine and authentic.

Visit Business Insider's homepage for more stories.

The life of an influencer can appear incredibly glamorous - who wouldn't want to spend their days posing for photos, receiving gifts from brands, and being paid to post about them on Instagram?

It's a lifestyle that appeals to many, so much so that "social media influencer" is the second most popular career aspiration amongst 11-to-16-year-olds today (second only to "doctor"), according to one study.

With certain influencers commanding followings into the millions, securing an endorsement from one can seem like an incredibly powerful move for a brand.

However, the tide is slowly turning, and increasingly brands are seeing the benefits of working with micro or nano-influencers - meaning it's actually possible work with your favourite brands even if you only have a few hundred followers.

What is a micro-influencer?

The term "micro-influencer" is bandied around a lot, but exactly what it describes is up for debate.

While some people would consider anyone with 1,000 to 10,000 followers a micro-influencer, and anyone with more than that to be an influencer, others break things down more thoroughly.

Gabby Wickham and Shirley Leigh-Wood Oakes are the co-founders of London-based brand influence agency Wickerwood, which plays the role of middle-man between brands and influencers.

They divide influencers into the following categories:

Mega: 1 million +

Macro: 200,000 - 900,000 followers

Midi: 50,000 - 200,000 followers

Micro: 10,000 - 50,000 followers

Nano: 800 - 10,000 followers

Why do brands want to work with micro-influencers?

It might seem counterintuitive for a company wanting to boost sales and increase brand awareness to choose to work with influencers with small followings, but there's actually a whole host of reasons to do so.

For starters, people with a few thousand followers generally seem more trustworthy, authentic, and relatable than those with huge followings.

Working with smaller influencers can also mean a brand's message is spread in a more natural-feeling way.

"It's really trusted and curated content," Wickerwood's Gabby Wickham told INSIDER. "[Working with micro-influencers] is one of the strongest marketing platforms of the moment."
Read more: I went on a professional Instagram photoshoot, and the lengths influencers go to for the perfect picture will shock you
What's more, nano and micro-influencers often allow a brand to target specific audiences - if, say, you were opening a restaurant in north London, working with micro-influencers who post about their adventures in the area would likely increase your chances of reaching others who might spend time there.

"A lot of brands prefer to work with nano or micro-influencers because they're a lot more focused and more targeted to their followers and audience," cofounder Shirley Leigh-Wood Oakes added.

"It means the potential engagement is a lot stronger because those influencers will be much more aware and in tune with their immediate following because they've grown them, they're still small enough for them to be able to engage well with and also potentially know on some level.

25-year-old London-based food blogger Nina Ricafort, for example, has 10.6K followers on her Instagram account @feastlondon.

Her feed is dedicated to reviews of dishes and restaurants found in central London, and she always discloses when she was invited as a guest for a complimentary meal.

"They'll be much more London-centric and locally-focussed because of the work they've been doing," Leigh-Wood Oakes added.

Sam Churchill

Companies are seeking genuine brand fans

No matter the size of your following, and despite the inclusion of #ad, #gifted, or #spon in your caption, product endorsements on Instagram are a lot more powerful when the person doing so is a genuine fan of the brand.

This is something Amber Atherton, now the founder of a tool called Zyper, realized while running a jewellery e-commerce business.

"We learned our customers were our most relevant ambassadors," Atherton told INSIDER. "Tapping into fans of a brand is far more powerful than using an influencer."

This was the seed which led to her founding Zyper, which uses a secret algorithm to identify a brand's top 1% of fans and then bring the two together on projects.

"It's the idea that influencers are becoming less and less relevant and every consumer has the power to collaborate with a brand that they love," Atherton said. "We're like a hybrid loyalty programme, it's about rewarding genuine fans as opposed to just paying people to post."

She believes real fans are more important than influencers because you know they genuinely like the product.

Are big influencers losing their allure?

One of the problems with working with huge influencers is that you don't really know who you're reaching.

"With macro- and mega-influencers, it's like throwing sand at a wall," Wickham said. "It's a numbers game, rather than really curating."

What's more, the biggest influencers have become celebrities in their own rights, which makes them not seem like real people any more.

"Some of these much bigger ones with half a million or a million followers, they feel a little out of touch or seem to have propelled themselves into the celebrity space," Leigh-Wood Oakes said.

"So consumers and followers start to see the dollar signs behind that, they're turning into a business, probably being paid a hell of a lot."

Even though a micro- or nano-influencer might have received something for free, they certainly won't have been paid the huge amounts mega-influencers receive for their endorsements. The general public is also becoming more savvy to how sizeable these fees can be - and it's a turn-off.

"People want authentic content and it becomes really disingenuous if you realise someone is paid £10,0000 ($13,000) to do it," said Wickham.
Read more: Instagram influencers are hiring life coaches to help them deal with the pressures of the platform
All of these factors have contributed to a general decline in trust of big influencers, and Atherton says the data backs this up.

"Advertising is not the way to appeal to millennials and Generation Z, and influencers are very much becoming just a new form of paid media," she said.

"That lack of trust is really where we're seeing a shift to going back to this peer-to-peer grassroots level. Because at the end of the day, the most effective form of advertising is peer-to-peer referral.

"I think the whole influencer space is a massive bubble which is going to burst."

How micro-influencers are selected

If the big influencer space has become overcrowded, there are of course even more potential micro- and nano-influencers on Instagram, so how do agencies and brands decide who to work with?

For WickerWood, it's a case of considering analytics but also a person's content creation - that means not only whether what you're posting has been thoughtfully created, but also whether it aligns with the brand's image.

From a personal point of view, you won't be doing yourself any favours by endorsing a product that doesn't fit seamlessly into your Instagram.

"Followers are so much more savvy than they were before, and if it doesn't look real and it doesn't look like it is part of your world and you would endorse it, there's no point in doing it," said Leigh-Wood Oakes.

"The influencer should want to work with brands that work with their lifestyle because otherwise their followers are just going to get turned off."

For Zyper, exactly how brand fans are identified is secret. However, Atherton says the algorithm is largely based around an analysis of a brand's customer data, someone's engagement with the brand, whether you're an existing customer, your aesthetic, and various other metrics.

"They have to have the right metrics to have 1% fan status," Atherton said. "That's how we confirm someone is a real brand advocate - it's obviously completely different to influencers which just comes down to brands choosing different people who'll promote tons of different brands if they're paid."

The size of a person's following doesn't actually come into it at all, and there's no minimum you have to have to become a brand fan: "It's a completely artificial way to determine if somebody is relevant to a brand or in any way influential within their peer group," Atherton explained.

"We generally don't look at that as a defining metric at all."
Read more: Instagram posts encouraging eating disorders are 'spiralling out of control,' psychiatrists warn
While Zyper tends to approach the top 1% of fans on social media after identifying them, they also get people applying, often enticed by the prospect of freebies.

Since launching a year and a half ago, Zyper has had 100,000s of applications from people who want to be brand fans, but the vast majority get turned down if they don't come up in the company's data deep-dive.

"So if you wanted to work with Topshop, we take a deep dive and then match that up with our inbound signup list and see if those people are actually coming up in the top 1%," Atherton said. "A lot of the time they're not."

What does being a micro-influencer actually entail?

Working with brands on a micro- or nano-influencer scale can mean various different things.

In order to maintain authenticity, it's important that you're not just doing a one-off post, but rather that you become an ambassador who is part of a campaign over months or years.

Zyper works with brands such as Magnum, L'Oréal, and Dior, but how it works with influencers varies.

Usually, once the top 1% of fans have been identified and they've agreed to be involved, they'll be given credit to spend on the brand in some capacity and be asked to feature it in posts a certain number of times per month (disclosing that the products were gifted).

Zyper's brand fans double-up as a focus group for the brands too, and they're often brought together to sample new products and provide feedback on what they'd like to see.

"I think that is becoming a huge part of the value we're bringing to brands," Atherton said. "It's a very lean feedback group for insights."

Zyper also then feeds data back to its brands: for example, if 50% of a beauty brand's fans have Instagrammed something matcha-related over the past three months, this might result in the brand considering bringing out a matcha line of products, or even just giving out matcha kits to fans as a reward.

How to make yourself more attractive to brands

So, you've got a small but engaged following on Instagram and want to get a slice of the micro-influencer action - how do you go about it?

Ultimately, you need to wait for a brand or agency to come to you, but there are certain ways you can increase your chances of this happening, as Leigh-Wood Oakes explained.

1. Understand yourself as a brand

Ask yourself: What's your ethos as a social media influencer? What do you want to tell your followers? What lifestyle are your trying to promote? Make sure this comes across strongly through your posts.

2. Be real

"A lot of brands are starting to work a lot less with influencers who Photoshop too much, use loads of filters, and give off this idea that life is perfect and wonderful and there's not a pimple or a dimple in sight - it's not real life," Leigh-Wood Oakes said.

"So I would definitely suggest an influencer make sure they are really showing real life. Yes it can be curated and tailored, but you have a responsibility and that's very key."
Read more: Disappointing, behind-the-scenes photos show what it's really like to be an Instagram influencer
3. Put effort into your content

It helps to show enthusiasm for the brand and show that you care about what you're producing.

"We love it when we see an influencer get really involved, be enthusiastic, and have lots of ideas and creative input," Leigh-Wood Oakes said.

4. Know your audience

If you want your audience to engage with you, you need to engage with them, and this is how you'll get to know them.

"Really understanding and being OK with having a small audience following is crucial," Leigh-Wood Oakes said.

You just need to demonstrate you know how to engage that audience successfully.

# data[].attributes.attachment_link.title
Why brands are turning away from big Instagram influencers to work with people who have small followings instead

# data[].attributes.attachment_link.description
Brands are increasingly moving away from working with huge influencers to promote their products. Instead, they're choosing to collaborate with micro or nano-influencers, who can have as few as 100 followers. There are many reasons for this switch, but mainly it's because people with smaller followings are much more relatable and trustworthy, and their endorsements seem a lot more genuine and authentic.

# data[].attributes.attachment_link.title
Council Post: The Rise Of User-Generated Content And Its Impact On Brand Loyalty And Affinity

# data[].attributes.attachment_link.description
Individuals are more likely to trust a referral over a brand talking about how great they are and why you should buy their products.