Why Fitbit is shifting focus from fitness to fashion
Despite its share price dropping by half in the past month, wearables brand Fitbit is forging ahead with a new marketing focus, sponsorship of BBC Sports Relief and fashion-focused products.
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How wearables are changing the face of sports brands
Thomas HobbsWith smartwatch and fitness band sales more than doubling in the UK last year, brands are placing an impetuous on wearable technology in a bid to stand out from the competition.
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Mark Ritson: Apple’s deal with Hermès is a clear signal that it now considers itself a luxury brand
Mark RitsonWhen two brands come together, the results are always interesting. But when the brands in question are Apple and Hermès, the co-branding strategy is going to be headline news.
‘Overhyped’ – what marketers really think of wearables and smartwatches
Thomas HobbsA clear majority – 70% to be precise – of senior marketers believe wearables and smart watches are more hype than substance, according to a new study from digital marketing firm Greenlight.
Christmas spending, accessibility, retail data: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Kellogg Company splits business with launch of Kellanova to house global snacking brands
Chris SutcliffeFollowing a split between its US-based cereal business and global snacking organisation, Kellogg Company is negotiating a new brand architecture.
What does the term ‘marketing transformation’ really mean to businesses?
Niamh CarrollMarketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.