Taking Branding off the Back Burner

Netflix Tests Fashion Opportunity With Bridgerton Collaborations

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WHAT YOU NEED TO KNOW TODAY: THURSDAY, AUGUST 19, 2021 Companies that spent the last year sharply focused on short-term sales must reprioritise long-term brand building. Netflix and Shonda Rhimes' plan to capitalise on fashion is starting to take shape with a set of Bridgerton collaborations. Old Navy will make all designs available in extended sizes, and sell all women's fashion together in a bid to win more of the $32 billion US plus size market. Lululemon invested in sustainable manufacturing company Genomatica, and will use the company's bio-based materials for future products.

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MARKETING & PR Taking Brand Building Off the Back Burner By Alexandra Mondalek

In the last year, many companies focused on short-term sales in a bid for survival. Now, they must shift their marketing strategy towards a hybrid approach that re-prioritises telling a brand's story. READ MORE

MEDIA Netflix and Shonda Rhimes Test Fashion Opportunity With Bridgerton Collabs By Tamison O'Connor

The streaming service's blockbuster deal with production company Shondaland came with plans for branding and merchandising deals. What that means for fashion is beginning to take shape. READ MORE

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NEWS BRIEFS A $13 Billion Sneaker Fortune Started on a Pig Farm in Taiwan Klarna Says Listing Is Increasingly Plausible But Not Imminent Old Navy to Normalise Plus-Size Apparel in Growth Push Lululemon Invests in Sustainable Materials Company Genomatica WHP Global Acquires Lotto Brand Pandora Jewellery Sales Top Pre-Pandemic Levels as US Shoppers Splash Out Shein to Launch Design Competition TV Series Queer Eye's Karamo Brown Expands Skincare Brand to UK Stuck at Home, Hong Kong's Uber Rich Boost Luxury Sales Report: Fast Fashion Spurs Pollution of Africa's Rivers

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At CIFF, How to Navigate a New Era in Wholesale BoF shares key insights from two talks positing the future of the wholesale industry at Copenhagen's International Fashion Fair — one of Europe's longest running and most established tradeshows — which held its first physical event after a transformative 18 months. READ MORE

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