Daily LInks
1. The RealReal’s head of retail details his brick-and-mortar strategy and explains why in-person sales are still a big part of the $26 billion luxury consignment market, even during a pandemic: According to Cowen, “resale luxury could eclipse new luxury over the long-term” as a growing number of Americans discover high-end consignment both online and in physical stores. – Read More on Business Insider
2. Why Porsche and BMW are Gunning For Hoodie-Wearing Teens: For the 2020 partnerships, selling a car is not, the only (or even primary) objective; for the automobile brands, it’s also about targeting a young demographic that could someday evolve into a reliable customer base. – Read More on the WSJ
3. RETRO READ: A Look at How Automakers Use Fashion to Profit and to Plan Ahead. Not only do these “brand extensions by luxury automakers [enable them to] maintain customer loyalty between car purchases,” they also help brands to set themselves up for the future by potentially capturing “aspirational buyers years before they can afford the cars themselves.” – Read More on TFL
4. The 25 most spectacular branding fails of the last 25 years: In 1995, there was Steven Meisel’s campaign for Calvin Klein, which combined young models, with the basement-amateur-porno vibes, and sparked enough backlash that it forced the Justice Department to open an investigation. And do not forget the famously poorly-reviewed Gap logo redesign of 2010 … or Pepsi’s 2017 ad with Kendall Jenner. – Read More on Fast Co.
5. RELATED READ: As Brands Continue to Tweak Their Logos, the Gap’s Failed Rebrand is an Important Lesson. Consumer response to the rebrand was swift and striking: they hated it, and “Gapgate” was born. Faced with extensive negative feedback from the consuming public, Gap was prompted to make what media outlets called “an embarrassing U-turn,” scrapping the new logo, and reverting back to its trusty graphic. – Read More on TFL
6. The Container Store’s Netflix partnership hints at the future of streaming-based retail: As brand sponsorships become more encompassing and data-driven, TV shows are beginning to look a lot more like retailers. – Read More on Modern Retail
