Branding

The North Face said this week that it will close its global headquarters and its 113 stores in the U.S. and Canada on Earth Day, April 22. The action is part of a campaign to make Earth Day an officially recognized holiday. The VF Corp.-owned brand said closing its doors on Earth Day will provide its employees ample opportunity…

Now that the dust has settled from the storm that is SXSW, I've had the chance to reflect on some of the key themes coming out of this year’s event. The retail industry in particular made waves with a higher profile presence than usual, with companies like Walmart, Patagonia, Away, lululemon, and Amazon.com just several…

Within the past year, brands like Williams-Sonoma and Wayfair’s Perigold have introduced access to in-house design experts and 24/7 design concierges for customers who want to furnish their homes. According to a 2018 report from Alliance Data, 43 percent of millennials and baby boomers now expect retailers to offer these conveniences. As a result, more companies are using new technological…

Using the right language has the power to foster long-term connections with customers that keep them returning for more.

In a bold, buzzed-about move at the end of September, American accessories giant Michael Kors acquired Italian luxury brand Versace for a whopping $2.1 billion. This acquisition represents one of the first attempts by a U.S. fashion company to run an elite luxury brand, and not everyone is convinced that the merger was a good…

When it comes to launching a brand and building a company, it can be easy to get swept up in the excitement of making a big impact in the marketplace. However, it's important to understand that you're not alone in this goal. In fact, it’s estimated that more than 300 out of every 100,000 adults launch new…

Patagonia is taking a political stand. The outdoor goods and apparel store threw its weight behind two Democratic candidates: Jacky Rosen, who is running for Senate in Nevada, and Senator Jon Tester who is running for re-election in Montana. It's the first time Patagonia has made political endorsements. In a statement on Friday, the company…

Like everything in our world of rapidly changing technology, packaging design has had to continually evolve to fit a new landscape. Retail, e-commerce and "click and collect" have forced packaging designers to consider new elements in the design phase that allow packaging to serve a growing list of functions. One element that continues to become…

Few industries are as impacted by the choice of colors in their branding as retail. The right colors have the power to attract customers to your store and drive sales once they're in the door. The same can be said of your e-commerce site. Sadly, most small businesses don’t spend nearly enough time considering the…

Tiffany’s is a compelling example of an iconic 181-year-old brand that blends its historic past with cutting-edge trends and themes that cater now to a younger demographic, aiming to restore some of its lost radiance. By targeting millennials and using a heavy dose of social media and digital marketing, Tiffany’s has found new life that has…