Global Branding

Primark is Coming; US Specialty Apparel Sector Disrupted

September 22, 2015
By
Primark is Coming; US Specialty Apparel Sector Disrupted

Business models that don’t evolve are always threatened by disruption. The US specialty apparel sector is a fascinating case study in businesses, and brands, entrenched for long periods of time (decades), seemingly safe, but now facing imminent destruction. The concept of the shopping mall is dated; millennials have different habits than teens in the 80s & 90s. It’s no longer a valid plan to simply have a store in the mall, pay high rent, and expect shoppers to arrive, happy to pay high prices. Consumers (especially young ones) are more “global culture aware” and use technology/apps to find the very best price points. The retail graveyard is full of stores that failed to invest in technology, kept prices too high, and never modernized distribution to incorporate faster turnover of...

Read more »

Uniqlo Launches Flagship in New York City – Prospects for the Brand and Fast Retailing (9983.JP)

October 23, 2011
By
Uniqlo Launches Flagship in New York City – Prospects for the Brand and Fast Retailing (9983.JP)

Uniqlo is the main global brand produced and designed by Japanese parent company Fast Retailing (9983.JP). Uniqlo is an older brand with a domestic focus on market share in Japan. The company has done a great job of growing as a Japanese specialty retailer with its compartmentalized presentations and spartan, clean, and colorful styles. The clothes come across as very neat, sharp and essentially Japanese. Over the past month, Uniqlo initiated a major marketing campaign in New York City to build brand and flagship store awareness. The advertising has been all over the subway, grand central, bus stops, and taxis. The New York City flagship opening is on 5th avenue and 34th street. The store just opened on Friday and has some massive sales through the end of the...

Read more »

Tom Brady, Mos Def and Deckers launch Ugg for Men

September 25, 2011
By
Tom Brady, Mos Def and Deckers launch Ugg for Men

Decker (DECK) has been one of the biggest success stories in the consumer space this decade. Since the depths of the financial crisis the stock has more than quintupled from sub-$20 to $100. The brand expansion and sustainability of growth have been questioned all through the bull market in the stock. Ugg has been the key brand driving growth. The products have always been very high quality and comfortable but the fashionista set has continually cringed thinking that styles would morph and Ugg would hit a wall in terms of growth. In short, the company continues to thrive. In the consumer space, success often begets additional success. In a savvy move, Deckers launched an advertising campaign with Tom Brady as they attempt to expand market share in the men’s...

Read more »

The Johnny Cash Project – Google Now A Global Marketing Titan

September 18, 2011
By
The Johnny Cash Project – Google Now A Global Marketing Titan

Google recently ramped up spending to pursue initiatives described by the company as the next billion dollar opportunities. During the first quarter of this year, Google had plenty of detractors as the growth rate in expenses far outpaced the growth rate in sales. In Q2, there was a slightly different tune as Google achieved a much better balance between expense growth and sales growth – which accelerated north of 30%. The Johnny Cash project is representative of an inflection point in the corporate history of Google. This creative campaign represents some of the most innovative marketing (of any kind) in years where Google is able to juxtapose music, art, pop-culture, emotional connection, and corporate branding. The last company to establish such a strong connection with a consumer base was...

Read more »

Chanel, Gaspard Ulliel, Scorsese, and The Rolling Stones: The Awesome Power of Global Brands

September 5, 2011
By
Chanel, Gaspard Ulliel, Scorsese, and The Rolling Stones: The Awesome Power of Global Brands

One theme I have been highlighting is the value that exists in the developed European corporate sector which of course gets ignored as fears of a crisis escalate. Chanel having the ability to get Martin Scorsese to direct an advertisement with French actor, Gaspard Ulliel, with vintage Rolling Stones (“She Said Yeah – December’s Children (And Everybody’s) – 1965”) points to the insurmountable competitive advantages that many European brands and companies have. Chanel is a private company but there are many other listed companies through Europe with similar brand heritage, charisma, and intellectual capital. These companies are some of the best positioned in the world to participate in the growth of emerging markets – despite being listed on indicies that sport single-digit multiples such as the; CAC 40, FTSE,...

Read more »