Fashion’s Hype Machine Goes Niche

Kate Spade's Next Chapter, Yeezy's Adidas and Gap Feuds

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WHAT YOU NEED TO KNOW TODAY: TUESDAY, SEPTEMBER 6, 2022 Big brands are increasingly tapping niche and unconventional partners for collaborations. Kate Spade plans to mine its archives and expand into new categories, says its CEO. Ye is feuding with Adidas and Gap, putting Yeezy's multi-billion-dollar valuation at risk. PrettyLittleThing is launching a secondhand marketplace, fuelling a debate over whether resale is masking overconsumption.

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RETAIL Why Brands Are Tapping Unconventional Partners for Big Collaborations By Daniel-Yaw Miller

Niche digital publications and online communities are emerging as go-to collaborators for big brands looking to tap into powerful youth-focused audiences. READ MORE

RETAIL Why Kate Spade Doesn't Need a Creative Director By Cathaleen Chen Under CEO Liz Fraser, the Tapestry-owned handbag brand has hired two new designers and plans to expand its lifestyle offerings once again. READ MORE

SUSTAINABILITY Is Resale Fuelling Overconsumption? By Sarah Kent Ultra-fast fashion e-tailer PrettyLittleThing is the latest brand to launch a secondhand marketplace, playing into a debate over whether resale is becoming a smokescreen for even more and faster consumption. READ MORE

Kanye West Says Adidas Offered $1 Billion Buyout From Yeezy Venture READ MORE

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At Mailchimp, Holistic Marketing Tools Designed to Scale SMEs "Customers are engaging in a ton of different channels, and sometimes they are engaging with them all at once, sometimes separately. They expect more out of brands and out of one connection at any point in time, whether that is through personalisation or the type of messaging that they receive in an email," says Mailchimp's CMO, Michelle Taite. Now, Taite sits down with BoF to discuss how email marketing is changing and how Mailchimp is evolving beyond email platform into an all-in-one marketing service with data-backed automations, AI tools and analytics. READ MORE

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