Branding

How Crocs and Claire's Became Cool Again
January 24, 2024 at 4:25 pm

Anyone in retail knows that brands sometimes have to reinvent themselves in order to remain relevant and — for lack of a better word — "cool" to consumers. At the National Retail Federation's Big Show last week, executives from two well-known brands, Claire's and Crocs, shared how their companies overcame setbacks and charted a new…

Overstock.com to Change Corporate Name to Beyond
October 24, 2023 at 3:09 pm

Overstock.com, Inc., which operates as Bed Bath & Beyond, today announced that it will change its corporate name to Beyond, Inc. effective Nov. 6, 2023. The company will also transfer its stock listing from the Nasdaq Global Market (NASDAQ) to the New York Stock Exchange (NYSE) and change its ticker symbol from OSTK to BYON. Following…

Michaels Unveils Brand Refresh, New Tagline
August 16, 2023 at 11:53 am

Specialty arts-and-crafts retailer Michaels announced earlier this week that it was launching a new brand identity "focused on helping core and new customers alike bring their creative ideas to life." The announcement comes as the Texas-based retailer, which operates over 1,290 stores, celebrates its 50th anniversary, according to a company press release. The refresh includes a…

A Behind-the-Scenes Look at the Launch of Evsie, maurices' Tween Brand
August 9, 2023 at 12:54 pm

How did a 92-year-old company dedicated to women's clothing successfully launch a tween brand in 2022? In an exclusive interview with Women in Retail Leadership Circle (WIRLC) and Total Retail last week, Laura Sieger, senior vice president and chief marketing officer of maurices, shared a behind-the-scenes look at the launch and expansion of Evsie, maurices' tween…

Redesigning Your Brand for Gen Z? Start With These Best Practices
May 3, 2023 at 9:16 am

Consumers seek out brands that share their values, know them well, and provide the experiences they expect. Smart retailers leverage this knowledge to build customer relationships that endure. However, when it comes to relationship building with Gen Z — the cohort of consumers born between 1997 and 2012 — seasoned decision makers sometimes struggle to…

3 Strategies to Build Better Brand Experiences Into Your Marketing Initiatives
April 12, 2023 at 8:57 am

Volatility. It’s been the only constant in brand-consumer relationships since the start of the pandemic. Yet, despite shifting loyalties and evolving shopping behaviors, consumers still want to buy. Their eagerness offers exciting opportunities for beauty and self-care retailers that deliver exceptional brand experiences and connect with customers on deeper levels. Brand experiences are fundamental facets…

In 2023, Brands Will Put a Bigger Focus on Ensuring They Don’t Get ‘Kanye’d’
February 16, 2023 at 10:48 am

Ever since Josiah Wedgwood first marketed high-end china in the 18th century by seeking the sheen of associating with royalty, brands have sought celebrity endorsements to elevate their products in the public’s eye. But along with the reward of celebrity association comes risk, a lesson once again delivered in 2022 when major consumer brands found…

5 Winning Ways to Utilize Branding and Outsmart Your Competition in 2023
January 26, 2023 at 10:01 am

Brand consistency is one of the top techniques that tends to be overlooked in marketing plans. Yet it's key in setting your business apart and targeting your desired audience. It's crucial retail companies are maintaining and developing good customer relationships. To achieve this, the focus has to be on delivering brand consistency and building brand…

Looking to Create More In-Store Experiences? Build Up From Your Brand
August 24, 2022 at 6:29 pm

Providing a great in-store experience for your customers is one of the best ways they can engage with your brand. This could include having an easy-to-navigate store layout, signage for wayfinding, the ability to interact with products, the opportunity to learn from demonstrations or educational events, and technology to help find products and checkout smoothly.…