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Inside On’s breakout year: Luxury, performance and Gen-Z appeal

During its year defined by rapid expansion and a renewed focus on brand-building, On is proving that it has staying power and is a competitive player in the global premium sportswear market. The brand, which originally made a mark with its innovative running shoes, has spent this year making a strategic push into new categories, collaborating with high-profile fashion brands and targeting a younger, style-conscious demographic. It also launched a spray-on running shoe, opened a Paris store timed...
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Burberry’s new strategy: Can a return to heritage revive the business?

Burberry’s new strategy, “Burberry Forward,” revealed by CEO Joshua Schulman on November 14, is a return to the brand’s roots after recent years of testing new directions and losing revenue. Schulman took the helm of the company in July after working for Coach.Schulman’s approach aims to reconnect the brand to its origins while adapting to a new luxury landscape. The new plan is a bold attempt to correct years of underperformance, with the latest figures showing a 20% year-over-year drop in comp...
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SkinCeuticals launches virtual skin-care consultations with professionals

In a saturated skin-care market, personalized, expert guidance has become a valuable differentiator. SkinCeuticals, known for its dermatological expertise, is leaning into that notion with its new Pro 1:1 Virtual Consultations. SkinCeuticals’ virtual consultation service, designed with technology partners Bambuser and Booxi, aims to bridge the gap between high-end skin care and personalized care. The integration of Bambuser’s live video capabilities and Booxi’s appointment-scheduling platform al...
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How Sulwhasoo is blending heritage and innovation to reach US consumers

According to Kia Lowe, vp of e-commerce and digital services at Sulwhasoo, the secret to building a luxury skin-care brand lies in authenticity and honoring heritage.“Storytelling has so many layers, especially with a brand that has such rich heritage,” said Lowe during a conversation onstage at Glossy’s Beauty and Wellness Summit on Tuesday. “We’ve leaned into the curiosity surrounding Korean beauty rituals, making that a core part of our strategy.” As Lowe shared, in today’s fast-paced market,...
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Fashion Briefing: New CMO updates Macy's holiday strategy to further integrate Thanksgiving Day Parade

This week, a look at how Macy’s CMO, who joined the company last year, is revamping her first Macy’s Thanksgiving Parade to further link it to Macy’s gifting strategy across social and e-commerce. Also, executive moves and a look at Glossy’s coverage. Macy’s chief marketing officer, Sharon Otterman, is bringing a fresh perspective to the brand’s beloved Thanksgiving Day Parade. For Otterman, this isn’t just another project — it’s personal. “This is my first time organizing it, but I’ve been atte...
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How Trump’s re-election impacts women-founded startups

With Donald Trump back in office, the VC community is adjusting its expectations. While sectors like banks, technology, defense and fossil fuel stand to benefit, the impacts on the consumer products market are less clear.Several VCs who have supported Trump’s campaign are investors in fashion and beauty companies. The investment firm of Andreessen Horowitz, who reportedly made a financial contribution of $2.5 million to a pro-Trump political action committee, backed the direct-to-consumer beauty...
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How a fashion game encouraged 3 million Roblox players to rock the vote

When Justin Hochberg, the CEO of the brand game creation company Virtual Brands Group and founded the “Virtual Vote” initiative on Roblox the goal was simple: to meet young people where they’re spending their time and encourage civic engagement without the usual “get out and vote” messaging. He worked with 25-year-old Roblox creator Jonathan Courtney, known as Whosetrade, who designed an item for the “Virtual Vote”. By leaning into fashion and social gaming, the three-week campaign, running Octo...
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Inside Cassandra Grey’s 2025 plans for Violet Grey

In September, Cassandra Grey reacquired Violet Grey, the Los Angeles-based online and better known physical store beauty retailer she founded in 2012. With private equity investor Sherif Guirgis — previously of Lion Capital, Apollo Global Management and Main Street Advisors — she bought back the business, which she sold to Farfetch in 2022. With the deal, Farfetch entered the $446 billion global beauty market, gaining access to Grey’s curated product selection, editorial content and engaged comm...
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Tapestry’s Capri deal appeal faces long odds, says former FTC attorney

As of Monday, Tapestry Inc. has officially appealed the court decision blocking its $8.5 billion acquisition of Capri Holdings. But the appeal is “an extremely uphill battle,” according to James Weingarten, an antitrust partner at Milbank and former FTC chief trial counsel.The decision leaves Tapestry with little legal ground to argue — a necessity for a successful appeal, he said.“Good grounds for appeal are legal issues, not factual issues,” and in this case, the court’s ruling was based heavi...
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Revolve launches Bellemint fashion game in the US

On Tuesday, in the U.S., Revolve Group launched Bellemint, a mobile app-based fashion styling game developed with Muus Collective. Targeting a young, tech-savvy demographic, Bellemint lets users, or “stylists,” create digital looks and shop their physical counterparts on Revolve’s connected e-commerce site. “Studies have shown that Gen Z spends more time playing games than they do on social media, so it’s a logical next space to build a Revolve presence,” said Mike Karanikolas, CEO at Revolve. “...
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Ulta Beauty expands retail media network, welcomes non-beauty advertisers

Ulta Beauty is taking its retail media network to the next level. Since its retail media network, UB Media, launched in May 2022, it has secured 300 brand partners and experienced a 35% annual increase in brand investment. Now, the beauty giant is partnering with e-commerce tech company Rokt to introduce AI non-endemic ads, allowing companies like Hulu and PayPal to present relevant offers to Ulta’s 44 million loyalty members while they are browsing. Non-endemic ads are not directly related to t...
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Fashion Briefing: How fashion brands are using Instagram Broadcast Channels to their advantage

This week, a deep dive into what’s working in fashion’s Instagram Broadcast Channels. Also, the big shifts on the Lyst Index, executive moves and stories to know.Instagram Broadcast Channels are letting brands get more personal. Launched in February 2023, the Channels sidestep traditional feeds and offer direct and private communication, which has become more valuable as brands seek more ways to establish communities and build loyalty. 


Initially made for creators, Broadcast Channels have evo...
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Shein’s IPO: Where it stands and what's next

Shein, the ultra-fast fashion giant, is preparing for one of the largest initial public offerings London has seen in years. With a valuation of $66 billion at its last funding round, Shein is positioning itself for a market debut that could revitalize London’s stock exchange, which has seen several high-profile defections. However, the public listing is paved with both opportunity and controversy as the company grapples with supply chain abuses and regulation impacts on investor sentiment.Shein’...
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Why the UK fashion industry is doubling down on circularity amid challenges

As global sustainability commitments stall, the Circular Fashion Innovation Network is leading the charge toward a circular economy in fashion. Launched by the British Fashion Council and the U.K. Fashion and Textile Association, CFIN has plans to integrate AI, robotics and a Circular Business Models Accelerator Program, and to develop a National Textile Recycling Infrastructure Plan. The goal is to boost local sustainable production practices and, at the same time, the U.K. fashion industry.Whi...
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LVMH sales fall 3% in Q3, company urges "patience"

On Tuesday, for the third quarter of 2024, global luxury leader LVMH reported a 5% sales decline for its fashion and leather goods division, inclusive of Louis Vuitton, Dior and Loewe. This dip came as a surprise to analysts, who had projected growth of up to 2% for the division. The results show that even industry giants with big marketing budgets are feeling the pressure of a slowing global economy. Group-wide, LVMH’s third-quarter sales fell 3% on an organic basis to €19.1 billion ($21 billio...
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The Mackage guide to securing effective athlete partnerships

Luxury brands are increasingly turning to young athletes as ambassadors to tap into their authenticity and global cultural relevance. Compared to traditional celebrities, athletes often better resonate with Gen Z and millennial consumers who value transparency and purpose-driven marketing — athletes are often seen as more authentic than celebrity faces. In July, Canadian luxury outerwear brand Mackage launched its latest “Protect Your Craft” campaign, for fall 2024, featuring football club Manch...
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Fashion Briefing: The shift to in-house marketing — Fashion brands balance cost and creativity

This week, a look at the benefits of taking a brand campaign in-house. Also, Allbirds’ new focus on convenience, executive moves and stories to know.Rising costs, increased demand for efficiency and the global economic outlook have driven many fashion brands to reconsider their marketing approaches. By moving efforts in-house, brands can achieve greater control, streamline communication and reduce costs, but they also face challenges in maintaining innovation and creativity. In September, denim...
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H&M defines a new, music-focused marketing direction

H&M is doubling down on its strategy to blend fashion and music, amid increasing competition in the fast fashion market. Inditex is elevating Zara’s product assortment, while Shein and Temu are doubling down on rock-bottom prices.After hosting activations with Charli XCX in London and a H&M Studio music focused event in Paris, the Swedish retailer is hosting a full day of programming at its SoHo concept store in New York City on October 9. Connecting with consumers, joining cultural conversation...
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Stitch Fix introduces AI-driven customer profiles amid revenue decline

Over the last year, Stitch Fix has increasingly used data and AI to create personalized shopping experiences. Its newest bet on AI, a tool called StyleFile, aims to improve its service as the company works to recover from an extended rough patch.StyleFile is a personalized style profile assigned to each Stitch Fix customer based on their preferences and shopping behavior. When customers join, they take a survey to define their style, resulting in multi-faceted profiles that can include styles li...
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Game Changers: How athletes are redefining luxury fashion's marketing playbook

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.Athletes and luxury brands — two seemingly distinct worlds that, over the past few years, have become inseparable, bringing new energy to both industries. In a marketplace where consumers are increasingly demanding authenticity, luxury brands are pivoting to sports partnerships to connect with their au...
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Google updates Lens to streamline the path to purchase

Google Lens is getting an upgrade with more advanced visual search capabilities to improve the shopping experience. Introduced in 2017, Google Lens has become a useful tool for consumers seeking quick and convenient ways to find products. It solves a key pain point for fashion shoppers: identifying and purchasing products spotted online, in stores or on the street without knowing their brand or name.In addition to serving up linkable images of products resembling that in the uploaded image, Lens...
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Inside H&M Studio's multi-faceted Paris Fashion Week strategy

During Paris Fashion Week activations, including private events and parties, H&M debuted its fall 2024 collection for H&M Studio, the mass brand’s 10-year-old elevated diffusion line. The marketing investment signaled H&M’s aim to further align with elevated fashion while it’s at the center of the fashion conversation. “We call [H&M Studio] the crown jewel,” said Maria Gemzell, head of design at H&M Studio. “We invest a lot in the design. There is a story behind every drop we do, and it’s someth...
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Inside Nihi Sumba, Chris Burch's celeb-frequented luxury resort

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.Nihi Sumba, described by Chris Burch as “the edge of wildness,” aims to redefine what it means to experience luxury travel. Situated on the unspoiled Lost Island in Indonesia, about an hour flight from Bali, Nihi Sumba has become a hidden gem for the ultra-wealthy and A-list celebrities — Jennifer Lawr...
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Adore Me aims to bring sustainability to seasonal Halloween styles

Adore Me is launching a Halloween capsule collection in partnership with the natural dye company Ever Dye, marking the first product release to come out of the brand’s year-long collaboration with the climate tech startup. “Halloween is a key period for us, coming right before our peak period that usually starts around the holiday. We’ve invested a lot in our Halloween collection this year,” said Chang. The brand has launched a Costume Shop featuring Halloween lingerie and costumes, in addition...
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