Vans turns 50: ‘Why we’re not just a shoe company’
As Vans celebrates its 50th anniversary, its European marketing boss Neil Schambra Stevens believes its focus on people rather than products can keep it relevant.
Vans looks to prove creative credentials with London event space
Sarah VizardVans is hoping to prove its credentials as the skateboarder brand of choice with the opening of a new skateboard park and creative hub in London.
How Nike plans to turn ecommerce into a $7bn business
Sarah VizardNike’s online sales are currently worth around $1bn but it wants to hit $7bn by 2020 through a focus on making the digital experience “simple and personal”.
Burberry unifies three labels under single Burberry brand in bid to push British heritage
Sarah VizardBurberry’s CEO says the brand is reacting to changes in the way luxury consumers shop as it unifies its three collections under one single Burberry range.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Nationwide: Marketers should stop framing advertising as an investment
Grace GollaschMarketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.