MaryLou Costa

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Using research in moderation has paid off for Green and Blacks

MaryLou Costa

A combination of applied research and killer insights has helped shape the success of the Green and Blacks brand. Those killer insights that have fuelled the brand made a talk I saw by former marketing director and non executive director Mark Palmer at the Marketing Academy Boot Camp yesterday a very interesting one indeed, and […]

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Secondhand is becoming as popular as new

MaryLou Costa

How can brands benefit from an increasingly frugal consumers’ desire to buy secondhand? Buying secondhand goods is no longer a shameful habit. It no longer needs to be hidden away like a kid in denial that most items in your wardrobe are hand-me-downs from elder siblings. For today’s cash strapped consumer, cleverly tracking down a […]

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Marketer 2 marketer: Forever 21

MaryLou Costa

Can US brand Forever 21 and speed retailing take over the British high street? Read our feature here See a timeline charting Forever 21’s growth, here Find out why a retail analyst believes in Forever 21’s success, here Read our Q&A with Forever 21’s head of marketing Linda Chang and executive vice-president Larry Meyer, here […]

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Forever 21 timeline

MaryLou Costa

Can US brand Forever 21 and speed retailing take over the British high street? Read our feature here Find out why a retail analyst believes in Forever 21’s success, here Read our Q&A with Forever 21’s head of marketing Linda Chang and executive vice-president Larry Meyer, here Find out why Forever 21 feel confident in […]

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Forever 21 brings ‘speed retailing’ to the UK

MaryLou Costa

See a timeline charting Forever 21’s growth, here Find out why a retail analyst believes in Forever 21’s success, here Read our Q&A with Forever 21’s head of marketing Linda Chang and executive vice-president Larry Meyer, here Find out why Forever 21 feel confident in the UK market, here Can a brand built on a […]

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Set your insights on the Essex phenomenon

MaryLou Costa

The Only Way is Essex might not be for everyone, but its growing popularity is opening up more lucrative marketing opportunities. Marketers and planners looking at the TV landscape can’t have failed to notice the juggernaut that is The Only Way is Essex. It doesn’t take a lot of research budget to analyse the stats […]

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The new copycats

MaryLou Costa

Don’t fall prey to the new wave of copycats: As brands develop strategies and tools to deal with an increasingly sophisticated trade in black market goods, MaryLou Costa discovers that the success of any anti-fraud activity relies on effective marketing.

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Interest rate in male beauty brands rises

MaryLou Costa

Brands that invest in grooming products exclusively for the men’s market stand to increase spending levels in this under-developed but fast-growing sector, according to research seen by Marketing Week. Cult ITV2 programme The Only Way Is Essex has not only put fake tan and big hair on the grooming agenda for women, but it has […]

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Unicef’s attack on brands should inspire, not discourage

MaryLou Costa

Yet another report has been released disparaging brands for causing families to end up in a “materialistic trap”, but are brands really at fault? Today’s report from Unicef and Ipsos Mori claiming that brands’ influence in the UK is adversely impacting family life can be added to the pile of literature pointing the blame at […]