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.
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.
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.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?