By Association

• Robbie Williams, Princess Diana, 3D faux products & Emma dates Take That

  We’re back with all popular culture references, topics and opinions this week.  Everyone’s been talking about the Robbie documentary so we guessed we’d do the same. It’s a hit - but not for the reasons we might have thought when pressing play on Netflix. There’s so much more to this celebrity being interviewed in his huge LA home wearing his pants and we’re enjoying it.  We couldn’t continue recording without a mention to The Crown final season, with 8 more episodes to come this month. Fantastic acting and cinematography, but what’s missing for us both?  3D faux product placement ads, heralded by Jacuquemus, lends to conversation over copycat brands creating digital content that exploits the hard work of traditional Gorrila marketing. We see the good and bad in this one, especially as marketers ourselves, need more unique ideas and activations.

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• Victoria’s Secret Gen-Z Snub, SKIMS Wins & Subscriptions VS Membership

  Victoria’s Secret hasn’t been a winner for Emma, at least for the last 8 years when she woke-up to their dangerous showcase and lack of diversity. This brand isn’t impressing with it’s new look and tactics and luckily for us all, Gen-Z hates it too. The lingerie company’s rebrand simply isn’t hitting the mark in any sense, we discuss how and if they ever could, either.  However, there are positive movements in the world of lingerie to report on this week. Who is doing it right? SKIMS. Kim Kardashian continues to work wonders at her shapewear brand - everything from the product itself to the marketing masterpiece it’s become. Emma is invested, quite literally. But the real question is, will Mo buy a pair of SKIMS underwear considering their NBA partnership? We talk on key differences in marketing to men VS women in this sector and how the right marketing channel makes all of the difference when it comes to building the right audience.  Lastly, we talk subscriptions VS memberships and how brands and consumers often meld or confuse these two terms. There are so many opportunities to leverage on consumer habits and needs, as well as work in sneaky extras - and that’s where the real magic is, Mo says.

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• Queuing For Luxury, Digital Dressing & Media On “X”

  A week where Business of Fashion CEO Imran Amed says Uniqlo has more luxury when it comes to store stock experience than Chanel - well, at least when it comes to time and treatment. We look at how other brands from many tiers of luxury and non-luxury treat their consumers in-store when something isn’t readily available.  We’ve been loving the Beckham three-part documentary on Netflix. Appreciation from both of us goes out to their honesty and dedication to the truth throughout.  Adobe has launched a digital dress, we’re less than impressed and think they’re missing a trick that could have been a great collaboration.  We end this episode with a discussion around media outlets leaving “X” and how and why this seems to be happening not only with large news outlets globally, but global brands too.

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  45:29
• Interview Special: Barth Rougier, Founder at DNA Marketing & Talent Management Agency

  In this episode Emma interviews Barth Rougier, the 26- year-old entrepreneur who is redefining success and making waves in multiple industries, but with a key focus on hospitality. He’s the mastermind behind DNA, a cutting-edge 360 Marketing & Talent Management agency representing over 75 influential talents globally, working closely with luxury brands to create impactful campaigns and elevate their reach.  We talk to Barth about what motivates him, where his joy comes from and what it takes to achieve such success at such a young age too.

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  35:40
• PFW McQueen Shifts, Pokemon Catching, Anti-Anxiety Patches & An Exclusive Interview With Van Sha Founder

  Autumn is here, and so is Paris Fashion Week. Sarah Burton steps down after a wonderful showcase of designs that lean more to Alexander McQueen’s more confronting style design and performance-wise. We wonder who will join as Creative Director herein after her wonderful 26 years in the position - someone young, female and maybe from a different creative industry altogether? We hope so.  A second creative subject in focus, closer to home (for us at least) at the Van Gogh Museum in Amsterdam. A collaborative exhibition designed to encourage a younger audience debuted last week Pokemon X Van Gogh. But souvenirs and merchandise from the exhibition quickly sold out and quickly started exploiting its audience with high resale prices. Great initiative but not so much of a smart output plan. What could and should they have done differently? Furthermore, what do we think their marketing team should do now?  Our final subject is on Megan Markle’s adoption of the anti-anxiety patches becoming more and more popular, created by a company called NuCalm. We talk about placebo effects, alongside positive mental health awareness, but also how wellness leaders Goop have tried and failed to do this before.  Mo interviewed Sharan Bal, she’s the founder of Van Sha - a distilled dark spirit inspired by her Indian roots, and the best thing of all? You won’t have a hangover. 

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