Stay in Touch
Founded in 2010, Digital Brand Architects was acquired by United Talent in 2019, and now runs a mentorship program for Black creators that provides training on negotiation tactics and meetings with brands and social media platforms. But most prominently, DBA’s mission includes advocating on behalf of BIPOC creators by ensuring clients receive equal pay and opportunities across the board.
For years, Pinterest accumulated a community of users who use the platform for DIY project ideas and recipes. More recently, the company has been trying to parlay this by courting alcohol brands to create exclusive paid advertising on its platform.
Like many brands attempting to drive sales and build a following, Brutus Broth has also partnered with online content creators, albeit the furry kind. The dog food brand has partnered with pet influencers like Haddie the Pirate Dog, Dachshunds Of NYC and Dogumentary of Jake, all of whom boast thousands of followers on Instagram, to drive sales to local stores that carry Brutus Broth and boost brand awareness.
Gas prices have soared to record highs in recent months, partly as a result of Russia’s war on Ukraine. Recently, retailers have seen this as an opportunity to drive sales and members to their loyalty programs by offering gas promotions.
Just less than a year ago, partnerships that would allow college athletes to profit off of their names, images and likenesses (NIL) weren’t possible for any brand. Now, Athletic Brewing had been one of the brands that jumped on the opportunity early on, allowing it to snag influencer-like deals with top college athletes to promote the brand and drive engagement.
QR codes have become pervasive in the past two years, with consumers seeing them everywhere from restaurant tables to TV ads. Some brands, like Haven's Kitchen, are trying to use the tech's popularity to draw store shoppers to their websites.
In The RealReal’s 2021 Luxury Resale report, Gen Zers saw the largest buyer and consignor growth at 33% and 86% year-over-year, respectively. Eyeing the opportunity, luxury brands are increasingly seeking the favor of Gen Z consumers, a demographic they’ve historically ignored.
NFTs have become a big buzzword -- both for crypto-enthusiasts and for brand marketers. And some companies have begun testing the blockchain waters. In this guide, Modern Retail deciphers what all of the jargon means, and gives some insight into how brands are using digital goods like NFTs.
As the world continues to reopen, resale platforms like Poshmark are thinking of ways to reach users offline. After a couple of years of major digital user growth, Poshmark is bringing back in-person events and out-of-home campaigns to complement its digital marketing efforts.
In the space of a year, L’Oréal has gone from letting fans purchase certain products from brand pages to sponsoring one of the biggest trends on the app: #TikTokMadeMeBuyIt.
New research showcases the changing marketing landscape, as well as revenue expectations. In a recent survey, Modern Retail and Glossy asked 88 self-described direct brands to both look back and look forward. Their answers paint a telling portrait of the DTC ecosystem
States can have vastly different NIL rules, but colleges can also limit or outright bar NIL activities that conflict with their own brand contracts. Experts said brands are expected to pour in more deals with college athletes now before regulations get more complicated and risky.
Retailers that specialize in niche merchandise have a big challenge when it comes to reaching audiences through digital marketing. It's why online musical instrument retailer Sweetwater realized the best way to reach potential customers is through a customized affiliate marketing program.
As consumers grow more familiar with industry-wide supply chain snafus, brands and retailers have begun referencing supply chain problems in their consumer marketing efforts. While consumers may be ready to learn more about the behind the scenes of why their favorite t-shirt is out of stock, analysts interviewed by Modern Retail warn that highlighting supply chain issues can be a delicate balance.
A March 2022 Glossy and Modern Retail survey of 117 brands found that channels like TV, out-of-home marketing and events are all falling out of favor.
Target's operating margin dropped from 30% to 26% year-over-year, as the retailer discounted inventory, navigated supply chain issues and increased staff wages. Analysts explained that Target's earnings highlight the increasing difficulty of getting the right product at the right time amid headwinds ranging from inflation to continued supply issues.
Read MoreAt the Modern Retail Virtual Forum, we’ll bring together senior retail marketers online to discuss the challenges they’re facing and the solutions they’re seeking in the era of smarter retail.
Register
