How Marketers Are Spending Their Budgets in 2023

Love Island's Vibe Shift, Andam's Big Prize, Gucci Kicks Off a New Season

WHAT YOU NEED TO KNOW TODAY: MONDAY, JANUARY 9, 2023 In a downturn, companies often focus marketing on driving sales, but shouldn't lose sight of brand building, experts say. Heading into 2023, luxury brands and retailers are adjusting their strategies to new economic realities. Love Island and eBay's recoupling plays into a "vibe shift" that has some trend forecasters calling time on excessive consumption. France's influential Andam consortium will double the size of its prizes for accessories and innovation. Gucci will open Milan Fashion Week, Men's later this week, as luxury enters a period of uncertainty.

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MARKETING How Marketers Are Spending Their Budgets in 2023 By Diana Pearl

In a downturn there's always pressure to divert dollars to tactics that directly drive sales. Retailers shouldn't lose sight of brand building in the process. READ MORE

SUSTAINABILITY Is eBay's Love Island Recoupling a Sign of Fashion's 'Vibe Shift'? By Sarah Kent

Trend forecasters are calling an end to the age of excessive consumption, while the resale platform says its tie-up with the hit reality show has converted millions to secondhand shopping. READ MORE

LUXURY Rethinking Luxury's Distribution Strategy By Achim Berg, Anita Balchandani, Dale Kim, Andrea De Santis, Sarah André and Meera Singh

Luxury brands and retailers' business models and channel strategies are undergoing deep shifts, both online and off, as they adjust to new customer behaviours, reports The State of Fashion 2023. READ MORE

LUXURY France's Andam Fashion Prize Doubles Grants for Accessories, Innovation By Robert Williams Chloé and Lacoste will mentor this year's fashion prizes, while Hermès will tutor the accessories winner. READ MORE

LUXURY Gucci Opens a Season of Uncertainty for Luxury Fashion By Brian Baskin The Kering-owned brand will stage its first men's show in three years while in-between creative directors, one of many questions facing the industry in 2023. Plus, what else to expect in the coming week. READ MORE

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