Fashion brands are increasingly focused on **clarifying their messaging** to define what they stand for and what makes them unique. This shift raises the question: **how will customers respond**?

![Nike's Super Bowl spot was just one of the notable marketing moments in fashion this week.](https://img.businessoffashion.com/resizer/v2/EYYUER3CPZGBBHK3SZG4M4AWBM.jpg?auth=26b88b3fdadeff388302610ed2b19371ed4430e5c2ac3d4591f62efbf28b1088&width=1440)

Under the leadership of CEO **Francesca Bellettini** and designer **Anthony Vaccarello**, **Saint Laurent** has more than **doubled sales in 5 years** and is projected to **exceed $3 billion** in 2022. This highlights the importance of **strong brand identity** in driving sales and customer loyalty in today's competitive fashion market.

Fashion brands are working harder to clarify their messaging around what they stand for and what makes them different. How will customers respond?

Unlocking Brand Identity: How Fashion Brands Are Differentiating Themselves

VCCP has made an exciting move by hiring **creative duos** from **VML**, **Isobel**, and **BMB**. These talented teams will collaborate across a **diverse range of clients**, bringing fresh perspectives and innovative ideas to the table.

![Creative Duos](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/952/cached.offlinehbpl.hbpl.co.uk/news/OMC/MixCollage-10-Mar-2025-04-02-PM-8628.jpg)

This strategic hiring aims to enhance VCCP's creative capabilities, ensuring they remain at the forefront of the industry by delivering compelling campaigns that resonate with audiences. The integration of these creative minds is expected to elevate the agency's work and drive impactful results for their clients.

They will work across a variety of clients.

VCCP Welcomes New Creative Duos from VML, Isobel, and BMB

**The world’s largest advertising agency holding groups** are currently in a fierce battle for dominance, focusing on **scaled media** and **principal-based buying**. As highlighted by Campaign’s Gideon Spanier, the major holding companies have prioritized their media agencies' role within their larger buying groups, which may compromise the **individual expertise** of strategists and planners in favor of standardized processes. This shift raises questions about how independent media agencies, which operate outside this model, are navigating the industry's complexities.

### Money, Scale & Sleight Of Hand?

**Principal buying** has emerged as a hot topic, particularly in the Australian TV market. Critics have labeled it as **“shady”** and suggested that it may not always serve the best interests of clients. In contrast, independent media agencies emphasize **integrity** and **transparency** in their operations. 

Taylor Fielding, CEO of tfm.digital, stated, **“The reason I started my own agency was to have integrity.”** He emphasized the importance of clear fee structures, which builds trust with clients. Greg Oddy, founder of Oddy Media, echoed this sentiment, noting that transparency leads to stronger relationships.

Loan Morris, founder of ABL Digital Media, shared insights from her experience in France, where strict laws mandate that discounts must be passed directly to advertisers, advocating for **full transparency** in media buying.

### Clients Lost in Consolidation Chaos?

As agency consolidation accelerates, **2025** is predicted to be a pivotal year for the industry. Recent acquisitions, such as Publicis’ purchase of **Atomic 212°**, highlight the trend, but they also raise concerns about client management amid organizational changes. Morris noted, **“The poor clients are stuck in the middle,”** as they face uncertainty about their account teams during this tumultuous period.

Despite the consolidation, independent agencies are finding ways to leverage advanced tools and technologies, making them accessible to clients who may feel overwhelmed by the complexities of the larger holding companies. Fielding remarked, **“All those tools are getting more accessible,”** positioning indie agencies as a viable alternative to the traditional giants.

**In summary**, while the larger holding companies focus on scaling and margins, independent media agencies prioritize **integrity**, **transparency**, and **client trust** as they navigate the challenges and opportunities of the evolving media landscape.

As you'll read, there's more to media than banging people over the head with big numbers. A tasty breakfast can also work wonders.

Unlocking the Secrets of Australia's Indie Media Agencies: Challenges and Opportunities Ahead

**Are you worried that your audience is tuning out?** In the fast-paced world of digital marketing, it’s crucial to keep your audience engaged. Here are some signs that might indicate a disconnect and how to address it:

### Signs Your Audience is Tuning Out
- **Decreased Engagement:** A drop in likes, shares, and comments can signal that your content is no longer resonating with your audience.
- **High Bounce Rates:** If visitors leave your site quickly, it may indicate that they aren’t finding the content relevant or interesting.
- **Negative Feedback:** Pay attention to comments and messages. If you’re receiving more criticism than praise, it’s time to reassess your strategy.

### Solutions to Re-engage Your Audience
- **Revamp Your Content:** Focus on creating **high-quality, valuable content** that addresses your audience's needs and interests.
- **Utilize Data Analytics:** Use tools to analyze audience behavior and preferences to tailor your content accordingly.
- **Engage Through Social Media:** Create interactive posts that encourage dialogue and foster a community around your brand.
- **Experiment with Formats:** Don’t be afraid to try different content formats like videos, podcasts, or infographics to capture attention.

By being aware of these signs and implementing effective strategies, you can keep your audience engaged and interested in your brand.

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Is Your Audience Losing Interest? Discover the Signs and Solutions!

The **FMCG giant**, Unilever, is set to make a significant shift in its marketing strategy under the leadership of its new CEO. This move includes increasing the **social media investment** from **30% to 50%** of the total marketing budget.  

![Unilever](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/952/cached.offlinehbpl.hbpl.co.uk/news/OMC/Unilever.png)  

This bold strategy aims to harness the power of **influencer marketing**, which has become a crucial element for brands looking to connect with consumers in a more authentic and engaging manner. By hiring **20 times more influencers**, Unilever is positioning itself to tap into diverse audiences and enhance its brand visibility across various platforms.  

This shift not only reflects the changing dynamics of the marketing landscape but also highlights Unilever's commitment to staying ahead in a highly competitive sector.

The FMCG giant’s boss will increase social media investment from 30% to 50% of total marketing spend.

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

### The Rise of Influencer Marketing
AUSTIN, TEXAS — Influencers have long played a role in brands’ bids for **relevance** with young consumers. What happens when they climb to the top of the strategy agenda?

Executives at **South by Southwest (SXSW)** discussed how influencer marketing is expanding to affect everything from campaign casting decisions to experiments with **new shoppable ad formats**. As channels like **linear TV decline**, some foresee influencer tactics commanding a larger share of advertising budgets, reflecting a **shift to a social-first mindset**.

### Shifting Budgets
Julia Melle, director of brand and content for Southwest Airlines, noted, “The way that we look at reach is going to be different. We’re shifting more dollars from digital ad media to **influencer or creator media**.” Spending on influencer marketing in the U.S. is forecasted to climb **14.2% year over year** in 2025, reaching **$9.29 billion**.

### Innovative Campaigns
Instacart utilized celebrity-focused accounts to generate buzz for a Super Bowl campaign, while Southwest launched a targeted campaign aimed at **Gen Z**, featuring creators like gamer **FaZe Swagg**. This campaign drove a **six-point increase** in consideration within three months.

### TikTok’s Influence
Southwest has ramped up its efforts on **TikTok**, using influencers to promote shoppable flights in a format that aligns with the app’s social commerce initiatives. Melle shared, “We realized that it worked better than our traditional digital ads.”

### Cult Brand Loyalty
Brands like Southwest and Crocs are leveraging influencer marketing to secure **Gen Z loyalty** amidst business challenges. Crocs, known for its controversial footwear, has embraced its followers dubbed **#CrocNation**. Their influencer strategy transformed the brand from perceived ugly to a **fashion icon**, collaborating with stars like **Post Malone** and **Justin Bieber**.

### Authentic Community Engagement
Crocs has pivoted to rely on organic brand fans, promoting a mission of “come as you are.” Vice President Kelly Molnar emphasized, “We don’t control a lot of the content… the power in the community is that they show up authentically as themselves.”

Executives at SXSW described how the channel can be more successful than traditional advertising in the quest to woo Gen Z consumers.

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

### The Changing Landscape of China's Fashion Market

Once a **reliable growth engine** for fashion, the Chinese market is now shifting. As consumer spending cools and shoppers turn to **domestic brands**, international players must adapt to thrive. 

**Crocs' Success Story**  
For an example of success in China, look at **Crocs**. The brand's popularity is reflected in its online nickname, 洞门 (Dong Men), which means 'cave entrance' — a playful nod to its iconic foam clogs. In 2023, this term was mentioned **70 million times** on Chinese social media. 

During the pandemic, while many brands scaled back, Crocs increased its **marketing investments** and engaged in numerous influencer partnerships. This strategy paid off, with **sales rising 64%** in 2024, showcasing Crocs as a rare international brand succeeding in the market. 

### The Current Economic Climate  
After years of rapid growth, China's economy is facing challenges. High unemployment and a struggling real estate sector have affected **consumer confidence**. Only **5% of luxury brands** saw positive revenue growth in early 2024, according to Bain. 

Despite this, the reality is nuanced. Luxury sales remain higher than pre-pandemic levels, with many consumers now traveling again. Furthermore, **savings have increased**, indicating potential spending power if brands can effectively engage shoppers. 

### Strategies for Resilience  
Several international brands are experiencing growth, particularly those tapping into the **'quiet luxury'** trend, which emphasizes classic styles. Brands that entered the market later also have more room to grow. 

Successful companies have built an **organic online following**, implemented localized marketing strategies, and maintained direct involvement in their Chinese operations instead of relying solely on third-party operators. 

### Lessons from Key Players  
This case study explores how brands like Crocs, **Lemaire**, **Lululemon**, **Tibi**, and **American Vintage** are navigating these changes. The old strategies brands relied on a decade ago are no longer effective; a **new game plan** is essential. 

Elisa Harca, co-founder of **Red Ant** retail agency, emphasizes that today, brands must offer **exciting products, strong quality**, and compelling brand stories to succeed in China. 

Understanding the **evolving consumer landscape** is crucial for international brands aiming to thrive in this competitive market.

Once fashion’s most reliable growth engine, the Chinese market is shifting as consumer spending cools and shoppers with more choice than ever gravitate toward savvy domestic brands. Opportunities for international players are still plentiful, but the old formula for succeeding in China is no longer relevant. Brands need a new game plan to stand out.

Unlocking Success in China's Fashion Market: Strategies for International Brands

### Paul Bates Departs Broadsheet

*Paul Bates*, the **commercial director** at Broadsheet, has officially left the company after a brief tenure of **seven months**. Bates joined Broadsheet from Woolworths’ retail media arm, **Cartology**, where he served as the general manager of agency sales for **10 months**.

Sian Whitaker, Broadsheet’s managing director, commented on the departure, stating, “Paul Bates and Broadsheet have mutually agreed on his departure as he shifts his focus to family in **Australia** and the **UK**. We’ve really enjoyed working with Paul, appreciate his contributions to the business, and wish him all the best for the future.”

Interestingly, Bates did not respond to inquiries from B&T regarding his departure.

Paul Bates departs Broadsheet. Not to say there were any tabloid-esque goings on.

Unlocking Brand Identity: How Fashion Brands Are Differentiating Themselves

Summary:

Fashion brands are clarifying their messaging to define their identity.

The focus is on what makes them different and unique.

Saint Laurent's sales have doubled in 5 years, showcasing effective branding.

Projected to exceed $3 billion in sales in 2022 under strong leadership.

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Other Latest News

VCCP Welcomes New Creative Duos from VML, Isobel, and BMB

Unlocking the Secrets of Australia's Indie Media Agencies: Challenges and Opportunities Ahead

Is Your Audience Losing Interest? Discover the Signs and Solutions!

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

Unlocking Success in China's Fashion Market: Strategies for International Brands

Paul Bates Leaves Broadsheet: What This Means for the Future

Other Latest News

VCCP Welcomes New Creative Duos from VML, Isobel, and BMB

Unlocking the Secrets of Australia's Indie Media Agencies: Challenges and Opportunities Ahead

Is Your Audience Losing Interest? Discover the Signs and Solutions!

Unilever's New CEO Plans to Revolutionize Marketing with 20x More Influencers!

The Evolution of Influencer Marketing: Insights from SXSW on Cult Brands like Crocs and Southwest Airlines

Unlocking Success in China's Fashion Market: Strategies for International Brands

Paul Bates Leaves Broadsheet: What This Means for the Future