Tina Mangan’s Post

Are you going to CRC in New York this year? We are just under a month away! I would love to connect and share stories with anyone doing Customer Insights or Voice of Customer, so if you're in that role let's connect. #voiceofcustomer #customerinsights #customerintelligence #marketresearch

Let's talk about how your eyes don’t instantly tear up from the smell of men’s cologne when you walk into Abercrombie anymore... Read more about Abercrombie's rebrand in Halston Seton's blog post!

As fun as the continual game of Guess Who is for the big ticket creative director roles is right now, I think it’s important we don’t neglect the other end of the spectrum; our creative directors of the future. A couple of weeks ago the British Fashion Council organised a buzzy day-long seminar for their cohort of new and energetic NEWGEN designers, and as a mentor I was asked to speak. The objective was to give them access to industry experts across a variety disciplines, such as Brand & Product Strategy (Hi 👋🏻), Legal Agreements, Supply Chain, Manufacturing and more. I know the fashion industry is feeling pretty bruised right now what with slowdowns, closures, consolidations and redundancies, and the voice telling retailers to focus on the big brands that are a safe pair of hands has never been louder. But supporting new talent should not been seen as a selfless or charitable act, it has the ability to be transformative for both sides of the table and is a great way to bring some much needed point of difference to the table. And for the brands themselves, wholesale will always be one of the most important sales channels during the early build phase of their business, for both the exposure and validation they get from being endorsed by a big retailer. We all know trust is a key purchasing consideration for customers of a new brand. With fewer stores to sell to, they’ve never needed the support of retailers more, so it’s integral that they take a chance on a newbie. After all, fashion focused customers are looking for the new and the different, not the same and the everywhere. It’s a small risk for stores, but potentially life changing for the designers, and who knows, maybe they’ll end up at the helm of a $20 billion brand like Chanel in 10 years time.

The evolution of Claires is a crucial lesson for modern marketers navigating today's dynamic landscape and the nuances of the new age of consumer behavior. #ConsumerInsights #marketingtrends #genzmarketing

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

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

Wall Street and Gen Z don’t often find common ground, but there is one thing they seem to agree on: Both sides love E.L.F. BEAUTY. The company, which is celebrating its 20th anniversary this year, is the number-one beauty brand among young consumers, according to Piper Sandler’s 2024 Taking Stock With Teens Survey. It’s also one of the top-performing companies on the New York Stock Exchange, notching its 22nd consecutive quarter of growth and surpassing $1 billion in sales for the first time in its history. And while the recent downturn in the overall beauty market has dampened the enthusiasm slightly, under the aegis of chairman and chief executive officer Tarang Amin, E.l.f. is on a giant winning streak. Learn more here: https://lnkd.in/eCR-vYJm

Fashion is an industry that thrives on the edge of creativity and controversy, consistently pushing the boundaries of what is acceptable in order to provoke thought, evoke emotion, and ultimately, sell products. In this exploration, we delve into some of the most contentious advertising campaigns from across the globe, ranked by the degree of public and institutional backlash they received. These ads, often polarizing and always memorable, serve as a testament to fashion’s power to challenge societal norms and ignite debate. Join us as we journey through the annals of advertising history, examining the campaigns that have stirred controversy, sparked discussions, and sometimes, even led to change. #fashion https://lnkd.in/gt4vQVrZ

What do you do when you're the new and unknown kid (brand) on the block and want to be seen amongst the big names? You creatively associate yourself with them, like Tommy Hilfiger did in the '80s, when it was fledgling brand. It took a prominent hoarding and ran ads that *humbly* referred to itself as "the least known of the 4 great American designers for men". And in doing so, placed itself on a list that included Ralph Lauren, Perry Ellis and Calvin Klein, the 3 big names in men's fashion at the time. Smart thinking, don't you think? Apart from the classic "We try harder" campaign by Avis, have you come across other challenger brands that have used advertising creatively to be considered alongside the leader brands? Is yours a challenger brand? Are you wondering how to heighten its awareness against its better known competition? Talk to me, and I'll tell you how.

1. Focus on "youthful attitude" vs. simply youthful brand. Youthful energy sells. 2. Emphasis on personal style, individuality, and self-expression. 3. Full looks sell individual pieces. Miu Miu’s styling makes people want to buy into the fantasy — even via a single item. The styling and cohesion facilitate the storytelling. 4. Boosts brand image with product diversification. Bolster trend with strategy. 5. Create media buzz through viral fashion items and social media game plans. 6. Tourism and travel booming: strategically placed advertising and stores.