July 30, 2019

From free finger food at Costo to complimentary mini-sized makeup at Sephora, companies have long depended on free samples as a powerful promotional tool. But as the clothing retailer Forever 21 recently learned, this time-tested strategy can backfire when paired with the wrong type of product. 

Forever 21 routinely includes sample items when shipping out orders to its customer base of young women. Last week one of those products was a free Atkins-branded lemon granola bar that encouraged customers Continue reading

Continue reading...

July 19, 2019

According to a press release from Amazon, this year’s Prime Day was the “largest shopping event in Amazon history.” Although the company didn’t release sales figures for the two-day bonanza, it claims to have sold more than 175 million items across 18 countries. Along with selling more Amazon devices than ever before, the e-commerce giant said this year’s Prime Day earned more than the past Black Friday and Cyber Monday combined. 

During the course of all this widespread discounting, Continue reading

Continue reading...

July 12, 2019

In recent years consumers have started to lose interest in high-end fashion shows from major houses like Victoria’s Secret and Calvin Klein. In fact, the latter recently closed its luxury collection in order to focus on casualwear. Many designers have responded to industry changes by creating styles for all shapes and sizes to wear, not just thin models. This video looks at the designers who are answering the call from consumers for greater inclusivity in fashion. 

Questions:

 

  1. What Continue reading
Continue reading...

For more than a decade, the British chef Jamie Oliver has been world famous for his global empire of restaurants and campaigns against junk food. But while he remains committed to using his platform to promote healthy eating, his name doesn’t appear to hold the same branding power as it once did. A few weeks ago, the celebrity chef announced that 22 of his 25 U.K. eateries would close after the Jamie Oliver Restaurant Group filed for bankruptcy protection. Although Continue reading

Continue reading...

In the 1980s Coca-Cola was losing market share to its rival Pepsi at an alarming rate. Blind taste tests performed by Coke even showed that consumers seemed to prefer Pepsi’s sweeter flavor. So in 1985 the Atlanta-based company scrapped its classic formula in favor of a sugary but smooth cola that came to be known as “New Coke.” The change shocked soda lovers across the country, prompting boycotts and letter-writing campaigns that did significant damage to Coke’s brand image. After Continue reading

Continue reading...

Starting in the late 1990s, Atlanta business owner Frank Reiss struggled to keep his small bookstore in operation. Along with the growing dominance of Amazon, he also lost much of his lucrative rare book business to the online auction house eBay. Reiss considered closing his beloved A Capella Books in the early 2000s until his father suggested that hosting events with authors could turn things around for the better. The plan worked: A Cappella sold more than 500 books Continue reading

Continue reading...

April 25, 2019

Last week, Samsung sent review copies of its new Galaxy Fold smartphone to the nation’s top tech publications in anticipation of its official release. Unlike standard smartphones, the Galaxy Fold can expand to a 7.3 inch display thanks to a hinge connected to a small exterior touchscreen. But according to critics, this unique folding feature led to all sorts of technical problems.

Some reviewers peeled off a “protective layer” placed over the Galaxy Fold’s screen that they mistook for a Continue reading

Continue reading...

April 12, 2019

By 2020, experts estimate that companies could pay social media influencers as much as $10 billion annually to market products online. These Internet personalities leverage their enormous followings on platforms like Instagram to earn big money through sponsored content. For instance, last year a British fashion influencer named Jess worked with 22 brands, charging $1,000 for every sponsored post that went out to her more than 230,000 Instagram followers.

But while the money that marketers paid Jess was real, the Continue reading

Continue reading...

March 26, 2019

On Monday, Apple CEO Tim Cook stepped onto a big stage at the company’s headquarters in Cupertino, California, to make some important announcements. Events like these are meant to remind Apple fans of the times when late founder Steve Jobs stepped on the same stage to reveal world-changing products like the iPhone and iPad. Unlike on those occasions, however, Cook didn’t unveil any new or updated gadgets at Monday’s event. Instead, celebrities like Steven Spielberg, Reese Witherspoon, and Oprah Winfrey Continue reading

Continue reading...

March 21, 2019

Since about the turn of the 20th century, elaborate fashion shows have helped some of the most successful style companies build lasting brands. After all, designers aren’t just displaying their wares when they send models down the runway in expensive outfits. By showcasing lines of high-end clothes that not everyone can afford, companies construct brand identities centered around luxury and opulence. So while Ralph Lauren or Michael Kors won’t sell many of their most expensive garments, the sophistication and taste Continue reading

Continue reading...