The Business of Fashion’s Post

There seems to be a shift towards valuing smaller brands over simply following the big players' trends. This focus on values is encouraging, but are these collaborations truly genuine? Or are we, as consumers, simply being used for profit once again? Personally, I believe empowering smaller brands is fantastic – it's a mission I share. However, with all growth comes challenges. The big question remains: will these smaller brands maintain transparency and trustworthiness? I'm very interested to see how this transformation unfolds.

A ‘#storyteller’ mindset: Most youth stars (specially sporting heroes) today are #microbrands in themselves- individualistic, with fresh stories, representing different regions/identities proudly. This could either be a product of having an organic flare for social interaction/relatable hobbies/physical appeal or just an excellent PR team concocting content magic. Either way- they(or their teams) want to tell a story and stand out. My favorite story: #TomDaley – Olympian (gold medalist), I absolutely adore his handle @madewithlovebytomdaley - that follows him knitting and crocheting around the world, all while training as an athlete. I could bet my pizza slice - no star, big or small, would decline a Nike/Adidas brand deal, but I believe a young athlete today would be more conducive to collaboration with smaller brands, than before. A brand - created and propagated by one’s own chosen tribe- one creating inclusive/sustainable products – one that's willing to have a creative symbiosis – or simply a brand that is willing to offer equity to grow and shine together. Deal with a bigger brand definitely brings in credibility, but an imaginative collab with an alternative brand could bring in #authenticity, which is what we want today anyway, right? #brandtrends #athletes #collab #youthtrends

It's not just athletes on the court, this is a theme that's sweeping creator marketing on a wider scale. It's clear that consumers prefer brands that share their values 🤝 The Business of Fashion highlight that young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially. This works both ways, with brands now less tempted to choose influencers based on follower counts or reputation, and realizing the importance of ensuring that creators consistently reflect your values and resonate with your target audience in their online behavior and content. Don’t underestimate the power of your brand’s values and actions in creator outreach, and head to https://lnkd.in/eEJPhdSx to see why influencer marketing isn’t about getting the person with the most followers to talk about your product or brand; it’s about finding someone who is the right fit 🔗 #influencermarketing #creatormarketing #sportsmarketing #partnerships

Brands are increasingly being viewed through the lens of politics. Our latest Edelman Trust Barometer report on Brands finds that 8 in 10 view brands as acting in political ways. They want brands to have a clear view on the big issues of the day, and will support - and defend - brands which reflect their views and values. Read more about how the issues of the day shape the way people relate to your brand here: https://edl.mn/3xfHCNg

Great Brands start with Great Names

Great Brands start with Great Names

In the era of purpose-driven consumerism, companies that invest in a genuine and impactful brand purpose are positioning themselves for long-term success. Beyond products and services, consumers want to align with companies that stand for something beyond pure profit, and are increasingly gravitating towards brands that are offering something more meaningful. By embracing a commitment to society and the environment, and communicating it transparently, brands not only attract loyal customers but also contribute to positive societal change, fostering a reputation as responsible and ethical entities in the eyes of the public. Embedding purpose within your organization should be an intrinsic part of its foundation, woven into the fabric of your brand's vision, mission, and core values. By doing this, purpose becomes not just a concept but a guiding force that shapes the very essence of your business, aligning it with a larger mission and ensuring that every aspect of your operations reflects a commitment to making a positive impact. #BrandingDoneRight

Something I realised last year was that if we wanted to help companies with impact, we had to work hand in hand with them. A platform solution alone wasn't going to do the trick. So we set about launching a purpose and impact agency offering for Good Empire. At which point I thought "does the world really need ANOTHER purpose agency?" What if we joined forces with someone already doing this, and doing it well, and we brought that to Australia? So we set about searching for the strongest model, the most inspiring success stories, and our search led us to fellow B Corp Conspiracy of Love. The work they have done with global brands incl. The Coca-Cola Company, Mattel, Inc., adidas, SEPHORA, and many others is truly game-changing. The Conspiracy team are absolutely at the forefront of helping brands and companies unlock growth through purpose and impact, and we are very proud to be partnering as new "Co-Conspirators", bringing the CoL magic to Australia and APAC. If you want to help your people find more purpose in their work, attract and retain top talent; if you want a north star that is a beacon to consumers, if you want to turn CSR, ESG, DEI into a growth strategy for you business, if you want to have MORE IMPACT - let's see if we can help you. Get in touch with Andre Eikmeier or Tom Pennington #growth #purpose #impact

The companies that can present strong brands are the ones who will survive and stand out among the chaotic noise in a consumer's world. #brandawareness #brandrecognition #favoritebrands #memorablebrands #brandimpression #buildyourbrand #boldbrand #boldbranding

🎲Brands that distinguish themselves through their actions earn loyalty because they demonstrate authenticity, values alignment, and a commitment to making a positive impact. 💡 Actions speak louder than words, and when a brand consistently delivers on its promises and actively contributes to causes consumers care about, it builds trust and fosters long-term relationships. 💡Additionally, in today's socially conscious landscape, consumers are increasingly drawn to brands that prioritize sustainability, diversity, and ethical business practices. 📌By embodying these principles in their actions, brands not only differentiate themselves but also create meaningful connections with their audience. #customerloyalty #brandpurpose #marketingstrategy