Brand Strategy
5 articles
The Quiet Luxury Shift: What It Means for Brand Strategy
A Turin court ruled in December 2023 to protect the white sole on Loro Piana’s Open Walks Chukka boots, a decision that elevates a seemingly generic design element to a legally defensible brand asset,
Moschino Names Loris Messina and Simone Rizzo New Creative Directors
Just months after Adrian Appiolaza took the helm, Moschino abruptly replaced him with Loris Messina and Simone Rizzo, signaling a frantic search for a new creative identity.
American Eagle Launches First Campaign With Soccer Star Lamine Yamal
At just 18 years old, Spanish soccer sensation Lamine Yamal has become the face of American Eagle's unprecedented five-year global brand push, launching its 'Ready for the World' campaign.
Keke Palmer Signs Endorsement Deal with ShoeDazzle
Just weeks after sporting Chanel slingback pumps from the fall 2026 collection at the Tribeca Festival, Keke Palmer has signed an endorsement deal with ShoeDazzle, an online subscription service for s
Digital Exclusivity: New Luxury Metric, Brands Face Challenges
A century-old luxury handbag brand recently sold out its limited-edition NFT collection in minutes.