How Rihanna Established Herself as an Institution in the Makeup and Apparel Worlds - Adweek |
- How Rihanna Established Herself as an Institution in the Makeup and Apparel Worlds - Adweek
- Up to 65% off work boots and apparel at The Home Depot TODAY - WRAL.com
- Emerging Intimate Apparel Brands Embrace Social Video to Redefine Sexy (Part 3) - Tubular Insights
- Former Preds star Mike Fisher's apparel venture lands Tractor Supply deal - Brentwood Home Page
| How Rihanna Established Herself as an Institution in the Makeup and Apparel Worlds - Adweek Posted: 07 Aug 2019 08:48 AM PDT Brands that stand the test of time share one distinct characteristic: seamless positioning. A successful brand identifies a niche population of consumers, serves them a product they can't get elsewhere and creates a buyer experience that remains unique. We've seen examples of this in companies like Adidas, which grew from sports apparel to a lifestyle brand seated at the intersection of pop cultural progression, leading creative workshops and selling apparel at the same time. The way Apple evolved from a progressive tech product to a lifestyle-enhancement tool effortlessly integrated into our everyday lives is the stuff of legends. Regardless of what they're selling, monumental brands understand the art of allowing consumers to not only witness company growth but to be a part of it. In today's new pop culture economy, we see public figures going further than grabbing brand endorsements. They're turning themselves into larger-than-life institutions that quite literally reshape industries and create new standards for success. Even on a star-studded list that includes Jay-Z, Drake, Beyoncé, LeBron James and more, Rihanna stands out. Over the last decade, she has seamlessly transitioned her brand from burgeoning pop princess to a fashion and beauty empire, with Fenty sitting amongst the ranks of the most prestigious in modern culture. That transition required three key product development and marketing practices that redefined her image and made it evergreen, while capitalizing on opportunities in the marketplace that would solidify longevity. Regardless of what they're selling, monumental brands understand the art of allowing consumers to not only witness company growth but to be a part of it. Creating an evergreen brand ethosWhen we think about the term "evergreen," we typically think about content that remains relevant. In the case of Rihanna, the concept of evergreen applies to her overall image and brand ethos. She owned her sexuality unapologetically. She owned her business and demanded respect in her field of work. Rihanna embodied the image of the new-age woman who refuses the confines of societal standards. Globally, from 2015 to 2016, women's entrepreneurship rates increased by double that of their male counterparts. In the United States, where women own 11.3 million businesses, it is estimated that 36% of all businesses are owned by women, an increase of 6% from 2007. According to Nielsen, the number of businesses majority-owned by black women grew 67% between 2007 and 2012. In 2018, there were over 114% more women entrepreneurs than 20 years ago. By establishing a brand identity rooted in the cultural shift projected to keep growing amongst her core millennial demographic, Rihanna has made herself a resonating brand for years to come. Filling customer gapsBlack women make up 14% of all U.S. women, yet they set the trends and drive mainstream revenue. A reported 63% of black women agreed that they were willing to purchase high-quality items, but oddly enough they were left out of marketing campaigns and not considered in product development. Specifically, in the fashion and beauty industry, makeup and apparel brands failed to offer enough shades or clothing sizes to include the many colors and shapes of the most influential demographic. Enter Rihanna, who created a product for a highly profitable yet underserved demographic. She dove into the market with Fenty Beauty, offering 40 shades of foundation and literally redefining the industry standard as Maybelline, Covergirl, Revlon and more rushed to copy the approach dubbed by outlets as the "Fenty Effect," an effect that has Fenty Beauty at a valuation of nearly a billion dollars. As far as luxury fashion, curvy women are typically left out altogether. It's a strange issue to have, given that 68% of women wear size 14 and up. Fenty clothing filled yet another gap in the market by offering up to size 14 with plans to go further, which is genius considering that plus-size apparel currently makes up just 0.1% of the luxury market. Culturally and socially conscious marketingOffering a stellar product is only half the battle for any brand. If marketing efforts are off-target, it's easy to fail at connecting with potential consumers. In a time when social and cultural consciousness is of utmost importance to consumers, Rihanna's Fenty homed in on inclusivity and won big. With Fenty, no woman is made to feel like she's left out. All women can see themselves in the models endorsing the products and the Instagram feed portraying the lifestyle. In a well-timed launch, Fenty put inclusivity at the forefront during New York Fashion Week. Most notably, the brand is authentic in its offering and messaging. Consumers can see through the smoke of targeted ads and brands literally buying their attention. Fenty created a buzz based on conversation. Conversation is the most important metric in marketing because it's the only one that can't be bought. The execution by Rihanna and her team is something to be studied. They have successfully positioned her as one of the most influential and innovative minds in the world. It's beyond music: She is a walking enterprise. She's not just a brand; she's an institution. She serves a market that spends the most, and until now, was almost completely ignored. That's the type of business acumen that allows Rihanna to integrate vertically into a powerful conglomerate like LVMH, providing products for generations to come. That Rihanna reign isn't letting up anytime soon.  |
| Up to 65% off work boots and apparel at The Home Depot TODAY - WRAL.com Posted: 07 Aug 2019 02:02 PM PDT  * This post contains affiliate or sponsored links and we appreciate your using them. . Save up to 65% off work boots and apparel on The Home Depot website TODAY, August 7! You'll find great buys on boots and clothes from Wolverine, DEWALT, Carhart, CAT, Timberland and Ariat! See all the boots and apparel deals at homedepot.com HERE!  |
| Emerging Intimate Apparel Brands Embrace Social Video to Redefine Sexy (Part 3) - Tubular Insights Posted: 07 Aug 2019 07:00 AM PDT Newer intimate apparel brands are mobilizing social video to redefine sexiness and shatter industry barriers. Their message: goodbye airbrushed fantasy, hello curves and stretch marks. In this three-part blog series, we explore how many top women's top lingerie brands are gaining competitive advantages by finding innovative ways to reach audiences. We cover:
Check out part one of this series here, and part two here. The third and final part is below! Intimate Apparel Brands Bank on Niche Creator PartnershipsWhat does it mean to bring on your A, B, C, or even DD game in the online lingerie-video space? Answer: It's all in the collaborations with creators. Women spend considerable money on bras that sit in their drawers because they simply aren't comfortable. So when making a bra decision, recommendations from other women are what resonate most and may ultimately translate into actual sales. In part two of this series, we looked at a chart comparing the top views amongst all content from select top lingerie brands. Victoria's Secret was clearly dominating. However, when we chart instead for sponsored content by views (first image) and engagements (second image), we see a very different picture.   ThirdLove (pictured in green) is dominating by views and engagements, followed by Savage X Fenty (pictured in brown), which made a splash in the past few months thanks to its targeted sponsorship of creator try-on haul videos. Victoria's Secret (pictured in orange), on the other hand, barely makes a dent. The brand only had two sponsored campaigns, which saw a relatively low number compared to its usual high video performance. This included a partnership with media publisher Bustle called "5 ways to kickstart your spring," which promoted Victoria's Secret's latest bra offering with cushioned underwire (302K views). Lingerie Haul Videos Are Social Video GoldWhen it comes to creator collaborations, fashion haul videos generally guarantee record views and engagements. In the last 90 days, for example, many of the top-viewed fashion haul videos on YouTube were related to lingerie apparel. In the case of emerging intimate apparel brands that are working to create more inclusive products, video becomes the testing platform for real women to try their wears on and take a spin. Amongst these brands, seven out of their top 10 sponsored lingerie videos by views, were try-on lingerie haul videos.  In the past six months, Rihanna's Savage X Fenty has harnessed the try-on haul video format to build buzz about its plus size intimate apparel. The company sponsored six Savage X Fenty try-on hauls which garnered sky-high engagements (ranging from a 3-4x ER7 on YouTube). High engagements are more likely to translate into sales as the creators usually provide a discount code to their loyal audiences. One of the brand's highest-engaged sponsored videos came from creator Sarah Rae Vargas who modeled the plus-sized offerings (4.4X ER7 on YouTube).
Savage X Fenty also paired with media publisher Buzzfeed to feature women trying on Rihanna's new lingerie line. This video is #8 of the most-viewed lingerie sponsored videos ever with 750K views and 7,152 engagements. In addition to hauls, simple montages of products perform well. ThirdLove collaborated with creator Nita Mann, who modeled one of the brand's lacy bra designs to her Facebook followers. The video is a short montage of Nita putting a shirt on over her new bra and doing her makeup. It scored 4.6M views on Facebook and ranks as the top-viewed sponsored lingerie video ever (#1). The clip is proof that sometimes it's best to keep it simple (show the bra, show everyday life, rinse, repeat). Another format that performs well in generating fashion sales are Facebook live exchanges. In the case of bras, influencers give straight-talk to other women in real time about their sizing woes related to intimate apparel. ThirdLove partnered with Ashley Gardner, a well-known mother of quadruplets, who did a live feed on why she converted from Victoria's Secret to ThirdLove. Amongst its 506K viewers, many added real-time comments like "I have been wanting to try these and now I'm going to." Q: So which platform is resonating most for lingerie companies? A: It depends.When assessing in-house lingerie companies' videos, Instagram appears to be the most-used option for brands looking to garner high views and engagements. Intimate apparel brands regularly turn to Instagram to publish short videos that serve as topic teasers. They then invite followers to continue the conversation on YouTube or Facebook, where a longer version of the video lives. However, when it comes to sponsored content most of the views appear to be on YouTube and Facebook (where the creators the partner with have an established following). What Women Want: Using Data to Uncover the Next Big Lingerie TrendsEthics Matter to Millennials: Take Them Behind the ScenesMillennial consumers are increasingly concerned about a company's ethics and the environment. Bigger companies are less transparent about their business practices. Smaller digitally-native brands can differentiate themselves by using video to shed light on their supply chains or provide examples of how they are operating ethically. Consider niche lingerie brand What Katie Did. Launched in 1999, the retro-style startup prizes transparency with its video audiences, often taking the video to address consumer questions. In response to a question about the company's supply chain, Katie, the company's owner, shot a video from a factory in India where her brand sources its products. In the video, she discusses her vigilant effort to provide fair treatment to her employees worldwide. Looking to Video Data For Inspiration: Bra HacksBra consumers want to feel comfortable but, in the age of DIY, they also want an opportunity to exercise their creativity. The highest-viewed bra-themed videos across platforms encourage viewers to add some pizzazz to their bras. The videos are generally craft-themed and demonstrate easy ways for audiences to liven up their lingerie drawer. (Turns out dollar-store necklaces and dental floss go a long way.) Media creator Beauty Studio got 15M views for its recent video on bra hacks and as a genre, bra hack videos have gotten 271M views on Facebook and 124M views on YouTube. How can companies harness this interest on their own video feeds? These bra hacks solve common problems and help audiences create standout stuff. Brands would benefit from custom-designing their own hacks to better serve their consumers' diverse body sizes and styles. Lingerie Brands Should Think Like Media CompaniesThe top lingerie brands and disruptors have carved out their places by bringing the body acceptance conversation to the forefront. But women appear primed to take this empowerment conversation to the next level, particularly in the post-#MeToo era. That's where video comes in. Social video feeds are the vehicle through which lingerie brands can motivate audiences to connect their bra brands to more cultural issues that impact women most like the gender pay gap, sexual harassment, and work-life balance. Over the last 90 days, ThirdLove has taken these initial steps to elevate its video offerings. The intimate apparel brand's video feed has featured panels that deep-dive into the gender pay gap (referenced in part one) as well as short videos that celebrate female role models. Amongst the intimate apparel brand's top 10 performing videos is an interview with Dr. Katie Bouman whose work made it possible to shoot the first black hole photo (#2, #9) and a viral clip of a four-year-old girl who proclaimed "a princess doesn't need a prince to rescue her" (#6). These videos performed strongly and embodied the brand's ideology. Mosfit were sourced from user-generated content online and attributed accordingly. It's an ideal option for lean startups moving forward as they don't require major resources to produce. ThirdLove's recent success in this vein supports a simple truth: for brands to evolve and stay commercially relevant, it's essential that they operate like media companies. Want to learn more about how apparel brands can harness social video's power?  |
| Former Preds star Mike Fisher's apparel venture lands Tractor Supply deal - Brentwood Home Page Posted: 07 Aug 2019 10:22 AM PDT  By SAM ZERN The hunting lifestyle brand former Nashville Predators captain Mike Fisher co-founded has entered into an exclusive partnership with Tractor Supply that will push its merchandise to more than 1,200 stores nationwide. Locally-based Catchin' Deers started as a joke, when co-founder Austin Casselman asked Mike Fisher and his younger brother Bud if they had "caught any deers" while on a hunting trip. When the men returned to hunt camp the next season, they were sporting foam trucker hats with the phrase "catchin' deers" printed on them. The trio founded the company in 2016 and now own it along with Reid Faught and Ryan Hawkins. "We've definitely found a market that resonates with people and they seem to enjoy it and have a laugh and want to wear our stuff," said Mike Fisher, who retired (for a second time) at the end of the Preds' 2017-18 season. "We knew that early because we'd all be wearing just the simplest trucker hat and it seemed like every hunter would stop you and just laugh." In addition to those original hats, the company sells shirts, outerwear, bumper stickers and other headwear. In a press release, the company said it has generated millions in sales since it was founded and that revenues have risen 190 percent in each of the last two years. With the Tractor Supply partnership, the brand's reach will grow further. The Catchin' Deers team will exclusive sell a line of hats, T-shirts, hoodies and decals via the Brentwood-based retail giant. "I love the company and they've been really good to work with," Mike Fisher said. "They're our perfect market with their customers. I think for what we offer and our brand, we couldn't be in a better place." Still, the deal likely won't mean huge changes for the Catchin' Deers team. They plan to hire another person to handle customer service but manufacturing and design work will continue to take place in Casselman's Franklin-based manufacturing company, Implement Now, and both Mike Fisher and Casselman will remain part-time. As a lifestyle brand, Catchin' Deers leans into its humor, producing comedy videos and other hunting content for its YouTube and Instagram pages, which have nearly 4,000 and nearly 75,000 followers, respectively. Much of the content stars Bud Fisher, playing a character named "Rut Daniels" or telling hunting and fishing stories full of inside jokes and references. In addition to their own videos, Catchin' Deers produces content for companies they partner with, including outdoor brands Realtree and Browning. Mike Fisher said that part of the brand — along with the company's regular posts about faith — is a way to engage fans beyond product sales. "For me leaving hockey, the transition was perfect timing," Mike said. "You don't get that camaraderie when you don't see the guys every day at the rink, but I do at the hunt camp. We laugh and we joke that was something we wanted to create — just to get guys laughing through our social media and videos — and that's how we grew the brand."  |
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