In TikTok’s early days, raw 30-second reviews could make any beauty product go viral, unlike Instagram’s curated vibe. Now, as TikTok fills with polished ads and sponsored content, brands have adapted, making it a major part of their marketing. Brands like K18 and Peter Thomas Roth, who thrived on TikTok’s…Read More
Financial institutions like JPMorgan Chase and PayPal are leveraging their extensive transaction data to enter the advertising market, mimicking retail ad networks. PayPal plans to launch a new ad platform, while Chase has started selling ads on its app and website, offering personalized deals based on card transaction history. Klarna,…Read More
Gucci’s recent campaign with tennis star Jannik Sinner, featuring both Gucci and Nike, highlights a trend where luxury fashion brands are collaborating with athletes who have existing sports brand sponsorships. Roger Federer also appeared in a Louis Vuitton campaign alongside Rafael Nadal, showcasing On shoes and a Rolex Daytona. This…Read More
From the Sharknado franchise to the wedding reception playlist classic, “Macarena,” Wharton Associate Professor of Marketing Patti Williams explores the appeal of “so bad it’s good” products and experiences. So Bad It’s Good: Why Consumers Love the Worst Stuff delves into the psychology behind this behavior, suggesting that people often find enjoyment or…Read More
In a recent paper published in the Academy of Management Discoveries, Global Careers and Compensation: From Initial Penalties to a “Superglobal” Premium, Utrecht University Assistant Professor Giovanna Capponi, Wharton Professor of Management Matthew Bidwell, London Business School Professor Isabel Fernandez-Mateo, and Wharton Professor of Management Martine Haas, investigate how international mobility impacts…Read More
As AI becomes integral, brands are using it to streamline operations, innovate designs, enhance marketing strategies, and improve customer experiences. Despite initial challenges, such as convincing stakeholders of AI’s reliability, the report highlights that significant investments are being made, with many brands allocating substantial portions of their budgets to AI…Read More
Employers like LVMH and Meta are prioritizing qualities that enable employees to navigate a rapidly changing retail landscape. Graduates with a diverse skill set and interests, exemplifies a trend in the fashion industry where soft skills like teamwork, critical thinking, and adaptability are increasingly valued over technical proficiencies. Fashion companies…Read More
Late last year, luxury brands noted Pinterest’s emerging importance as a marketing channel, particularly for reaching Gen Z. Pinterest revealed that Gen Z saves more pins, especially in collage format, than any other group. With 500 million monthly active users, Pinterest is attracting brands due to its organic growth potential…Read More
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