American Marketer
Apparel and accessories
Fashion and luxury’s future tied to technology innovations

From AI-based style, trend and product forecasting to robotic manufacturing, merchandise planning, predictive sales and customer targeting, the entire process seems to be digitally intelligent.

Marketing
Why direct mail never deserved to go out of fashion

It is understandable that the generational shift that happened in the marketing departments would come with more emphasis being placed on digital marketing, but the shift has been so sudden that valuable opportunities for revenue growth are being missed.

Legal
Trade secrets: What fashion and luxury goods companies need to know

Critical to maintaining the protection of the trade secrets is that the business has taken “reasonable measures” to keep such information secret.

Marketing
Brand elevation: Why and how prestige brands have to be built differently in the Digital Age

If you start out by looking outside for consumer needs and market gaps, you will never be anything but opportunistic. You will be running after opportunities rather than leading with a sense of mission. You will be defined by what is rather than inspiring what could be.

Retail
Q&A: Annie Hurlbut on how she is evolving Peruvian Connection into a lifestyle brand amidst the pandemic

Since 1976, Peruvian Connection has made ethnographic textiles the point of reference for its artisan-made collections. Now, it is rapidly adapting to the times under the aegis of company founder Annie Hurlbut.

Retail
The boss belongs on the shop floor: Lessons for luxury from Elon Musk

Elon Musk recently had some blunt advice for leaders in ivory towers: “Is your product as awesome as it could be? Probably not.”

Retail
The boss belongs on the shop floor: Lessons for luxury from Elon Musk

Elon Musk recently had some blunt advice for leaders in ivory towers: “Is your product as awesome as it could be? Probably not.”

Retail
Turn to Walmart, Walgreens and Target to distribute COVID-19 vaccines to US consumers

If the vaccination pace continues at its current rate, it could take upwards of 10 years for U.S. consumers to get vaccinated.

Legal
As luxury adapts to pandemic, mind the legal challenges ahead

As the business environment evolves, legal issues that were once obscure or unheard-of now become important. Part of such an effective survival strategy is understanding what the legal trends will be and the best legal strategies to deal with them.

Software and technology
Evaluating the viability of AI in the workplace

Recent research estimates that one in five employees will have an artificial intelligence (AI) system as their coworker by 2022.

Marketing
5 trends that will affect sales craft in 2021

Most CEOs would nod that the digital revolution is underway, but plenty have not fully understood what this means for their sales efforts. Here are five guidelines to ensure that your business is the “disruptor,” not the “disrupted.”

Retail
Managing an ecommerce pivot during an economic crisis

How exactly can a company new to ecommerce optimize digital channels to provide a frictionless customer experience – from first touch, to transaction, to support?

Marketing
Connections redefined: What authenticity really means

We are seeing a slew of brands beginning to redefine what they stand for in the face of systemic changes, new pushes for equality, and the desire to help others. Many are even taking political stances.

Marketing
7 trends to watch in luxury influencer marketing in 2021

Luxury brands continue to face the challenge of digital transformation. While other industries have accelerated the rate of change, luxury has mainly been experimenting.

Marketing
How print can help luxury brands connect with digital consumers

Since the onset of the coronavirus pandemic, in-store shopping has seen a sharp decline. And, beyond the pandemic, luxury consumers are changing.

Marketing
Why HENRYs still should be a key target for luxury brands

In the midst of a pandemic that has affected the incomes of millions of consumers, targeting young affluents may seem ill advised, but it is critical to set the marketing table for when this crisis is finally over.

Marketing
5 steps to designing and implementing a client win-back program

The sad truth is that you are going to lose customers. A Zendesk study found that 66 percent of business-to-business customers left after one bad experience.

Media/publishing
FT Business of Luxury Summit 2020 focuses on luxury after the lockdown

This year’s event will include speakers from Bulgari, Burberry, Cartier, Dior, Estée Lauder, Ferragamo, Kering and Prada.

More Stories

Fashion and luxury’s future tied to technology innovations
By

From AI-based style, trend and product forecasting to robotic manufacturing, merchandise planning, predictive sales and customer targeting, the entire process seems to be digitally intelligent.

Why direct mail never deserved to go out of fashion
By

It is understandable that the generational shift that happened in the marketing departments would come with more emphasis being placed on digital marketing, but the shift has been so sudden that valuable opportunities for revenue growth are being missed.

Trade secrets: What fashion and luxury goods companies need to know
By

Critical to maintaining the protection of the trade secrets is that the business has taken “reasonable measures” to keep such information secret.

Brand elevation: Why and how prestige brands have to be built differently in the Digital Age
By

If you start out by looking outside for consumer needs and market gaps, you will never be anything but opportunistic. You will be running after opportunities rather than leading with a sense of mission. You will be defined by what is rather than inspiring what could be.

More Columns