Excited to share that we've successfully wrapped up a transformative project for Lids! Our team undertook a comprehensive analysis of consumer segmentation, pinpointing key target audiences and reviewing the in-store experience and product collection. Off the back of this, we crafted a cultural selling proposition and connection strategy aimed at boosting Lids’ brand relevance and driving growth over the next three years.
A huge thank you to Paul Gerreli and the Lids team for the amazing collaboration!
Red Bull’s acquisition of a 15% stake in Paris FC marks a bold step beyond its adrenaline-fueled sports roots, further demonstrating how football is evolving into a boundaryless arena, merging with diverse cultural and commercial spheres. As the sport continues to transcend its traditional confines, it’s becoming an increasingly potent platform for global brands to engage with youth culture, music, fashion, and more.
Red Bull’s role in reshaping this landscape is unmistakable, and this latest move deepens its cultural influence within the football world.
I’m thrilled to be featured in The Drum’s Fashion & Beauty Focus, exploring the dynamic relationship between brands and niche communities, with a focus on the sneakerhead space. From collaborations to community-led marketing, the landscape is evolving rapidly.
Read the full article to discover why subcultures remain crucial to brand strategy and how cultural movements continue to influence the future of fashion.
The pace of culture is accelerating, and I’m starting to feel like it's becoming flattened. Underground movements and trends aren’t as elusive anymore—they quickly become omnipresent, spoon-fed by TikTok algorithms, and commodified by fast fashion. It’s never been easier to buy into “cool” through aesthetic shortcuts.
But I wonder—will people push back, embracing personal expression and non-conformist, countercultural styles? Or are our memetic desires too ingrained, driving us toward even faster, shorter-lived trends?
I'm excited to have contributed to this article in Vogue Business, where I dive into the relentless revival of the crotch logo in fashion. From the hip-hop-inspired swag era of the 2010s to today, brands like #Corteiz have reintroduced this bold design, sparking imitations across both streetwear and #fastfashion.
In the piece, I share my insights on how #Corteiz’s cultural influence is shaping trends and why brands like CELINE, VETEMENTS, Palm Angels, and RHUDE are jumping on this fashion bandwagon.
Check out the full article here: https://lnkd.in/exw8weYB
Through our extensive strategic research within the alcohol industry, we’ve had the pleasure of working with renowned brands such as Ciroc, Havana Club, Chivas Regal, Budweiser, and more. One notable trend we’re observing, both in our alcohol sector work and broader research, is the increasing competition between cannabis and alcohol. This shift is largely driven by the younger generation's perception of cannabis as less harmful than alcohol and its associations with health and wellness.
Additionally, cannabis often allows individuals to maintain better control compared to alcohol, addressing a key concern among young people – control and maintaining a specific public image. As attitudes and preferences continue to evolve, brands must recognize that cannabis culture has become mainstream globally, significantly impacting their identity.
It's fantastic to see former WNBA star Candace Parker appointed as President of Adidas Women's Basketball. Whether it's Candace at Adidas or Pharrell at Louis Vuitton, I recognize the necessity of integrating community leaders into their strategic framework. Gone are the days of organisations operating as isolated ivory towers. They now understand the importance of lowering the drawbridge and handing over the reins to the cultural engineers who drive their brand relevance. Instead of being closed entities, these organisations need permeable exteriors, adopting a tech-industry-like mindset of open-source collaboration.
I'm amazed to see how much Stormzy gives back to his community. He has just opened MerkyFC HQ with adidas, featuring a new football pitch, a music studio, changing rooms, multi-purpose rooms, and a gaming room in partnership with Electronic Arts (EA).
Here are some key insights based on our observations:
🌍 Embracing Inclusivity: Today's youth crave more than mere entertainment; they prioritize inclusivity and diversity. Sports organizations are now seen not just as entertainment hubs but as catalysts for societal progress, making it imperative for them to embody these principles more than ever before.
🔄 Advocating for Representation: Young fans and athletes are advocating for a sports culture that honors and represents diverse identities and backgrounds. This movement isn't just about visibility; it's about amplifying voices and effecting change.
💬 Beyond Sports: There's a rising expectation for sports entities to treat athletes as individuals with distinct narratives and obstacles, not merely as assets for financial gain. Personal anecdotes from athletes, especially those intertwined with their identities and social challenges, resonate deeply with younger audiences.
📈 Sports as Activism: Gen Z is unapologetic about leveraging their influence for societal change. Sports arenas have become platforms for activism, where personal values and calls for social justice are as vital as the games themselves.
🌟 Prioritizing Mental Health: Young individuals applaud athletes who openly discuss their mental health struggles, viewing vulnerability as a strength rather than a weakness. This paradigm shift is fostering broader conversations about mental well-being in sports, promoting more supportive environments.
This evolving landscape presents a distinctive opportunity for the sports industry to align with the ethos of a new generation, cultivating a culture of inclusivity, empathy, and reverence. As we gaze toward the future, it's evident that sports can be a potent force for positive transformation.
Superdry, once a dominant force on the high street, is embarking on a bold restructuring under the leadership of co-founder Julian Dunkerton. But is it enough to turn the tide? 🛍️
📉 Faced with plummeting shares and a halt in trading, Superdry plans to exit the London Stock Exchange. The strategy includes significant changes like rent reductions for 39 UK stores and a crucial fundraising initiative aimed to raise up to £10m.
🔍 This move is part of a three-year plan designed to stave off administration, reflecting a strategic shift to tackle financial challenges away from the public eye. By delisting, the company anticipates substantial operational savings and a reshaping of its financial commitments.
🌟 Dunkerton’s personal investment and leadership in the fundraising highlight his commitment to revitalising Superdry. His goal is clear: to restore Superdry to its former prestige by adapting to a rapidly evolving retail landscape and focusing on a sustainable future.
📢 Yet, questions linger: Can this high street premium brand find its place in the new aspiration economy? Does the British 'contemporary' fashion brand, known for its Japanese graphics, stand a chance in today's high street? The current proposition feels outdated, and a reboot is desperately needed to reflect today's premium wear consumer's desire code. Often associated with a 40+, late majority demographic—where brands and trends tend to die—does 'Britishness' still hold global appeal? Superdry was Nerds' first client – I would love a shot at reorientating this brand.
