Branding

3 Ways to Build Millennial Brand Advocates
December 21, 2017 at 3:20 pm

It’s hard to go a day without reading an article about the brands and industries millennials are killing off. From napkins to cereals to banks, the lineup of sectors that these 20- and 30-somethings are rethinking seems endless. It’s enough to make marketers think that brand loyalty among millennials is dead. However, the opposite is…

Gander Mountain Returns With New Name
December 15, 2017 at 12:16 pm

This week, Gander Mountain emerged from bankruptcy protection and reopened stores with a new name: Gander Outdoors. The outdoor apparel and product company was purchased by Camping World Holdings, an Illinois-based network of RV-centric retail locations, in April. Now under new ownership, the newly minted Gander Outdoors is on track to open 55 to 65…

Wal-Mart Changes its Name to Reflect Focus on Digital
December 7, 2017 at 12:52 pm

Wal-Mart Stores Inc. is taking the "Stores" out of its name. MarketWatch reports the big-box retailer will shorten its legal name to Walmart Inc. The move highlights Wal-Mart's message that it is more than just large storefronts, while also showing a commitment to its digital business. “While our legal name is used in a limited…

What’s in a Private Brand Name?
December 6, 2017 at 10:30 am

I read an article recently that found that AmazonBasics was driving more sales than some other Amazon.com private brands. The article’s conclusion was that the success of AmazonBasics meant that the company may not need to “disguise” its private brand by removing the Amazon name from its products to drive sales. This premise didn’t sit…

Colorful Mattress Brand Purple Stands Out From its Competitors
November 9, 2017 at 10:57 am

Selling mattresses online, once thought to be a novelty, has exploded in recent years. Consider that in 2014, the online share of ​U.S. retail mattress sales was 6 percent; it now stands at 10 percent, and figures to continue to grow. Online mattress sales now represent a $1.5 billion industry. With increasing competition, brands such as…

Sears to Bring Back its Iconic Holiday Catalog
October 26, 2017 at 11:47 am

This week, Sears announced it's bringing back its iconic holiday catalog. The department store chain hasn't had a catalog since 2011. CNBC reports Sears has "reinvented" the 120-page gift guide, which includes holiday decor, home furnishings, games and toys, appliances, apparel and more. There will also be a digital version available on the retailer's app…

TechStyle Co-CEO Talks Personalization, Subscription Commerce
October 23, 2017 at 10:59 am

In episode 115 of Total Retail Talks, recorded at Shop.org last month in Los Angeles, Adam Goldenberg, co-CEO of TechStyle Group, parent company of retail brands Fabletics, JustFab, and ShoeDazzle, discusses personalization, subscription fashion and the future of TechStyle Group.

Inside Orchard Supply Hardware's Brand Redesign
October 19, 2017 at 11:29 am

Lifestyle hardware and garden supply retailer Orchard Supply Hardware has launched a new creative platform led by brand consultancy Persuasion Arts & Sciences (Persuasion). The Lowe's-owned brand has built a reputation for convenience and great customer service, helping customers with small-scale home projects. Looking for a brand refresh, Orchard Supply turned to Persuasion to further connect with home owners…

Coach Inc. Rebrands as Tapestry
October 12, 2017 at 11:52 am

Fashion company Coach, Inc. has rebranded itself as Tapestry. Over the last few months, Coach has worked to diversify the business, acquiring brands such as Kate Spade and Stuart Weitzman. The New York Times reports the new name is intended to better express Coach's new shape as a multibrand entity with a variety of unique…

Retailer of the Year: Barry Beck, Founder and COO, Bluemercury
October 11, 2017 at 4:02 pm

Since founding Bluemercury 18 years ago with his wife, Marla, Total Retail’s 2017 Retailer of the Year Barry Beck’s leadership has helped the brand become one of the fastest-growing retailers. Under his leadership, Bluemercury has grown to nearly 200 stores (it grew its store count by more than 50 percent in 2016), has operations in more than 30 states, and employs nearly 2,000 people. (Bluemercury was acquired by Macy’s in 2015 for a reported $210 million.) Learn more about Barry Beck in this wide-ranging interview.