OTB’s Post

✨ The Crocs comeback story is a lesson in brand revitalisation. By focusing on comfort and self-expression, the brand has shaped expectations, proving that what some might consider to be "ugly" can be fashionable. Their "Come As You Are" campaign acted with empathy, celebrating individuality in a world obsessed with curated perfection. #BrandStrategy #BrandRevitalisation #BrandPurpose #BrandCollaboration

Navigating Sneaker Industry Stagnation: Embracing Change and Innovation For decades, sneaker brands like Nike and adidas have been at the forefront of innovation, not only in materials but also in their go-to-market strategies—from athlete sponsorships to limited releases and digital drops. These innovations have mirrored the rapid pace seen in Moore's Law. However, unlike technological advancements, sneaker technology and consumer attention are somewhat finite—at least for now. So where are we in this cycle? Are we witnessing a slowdown in innovation, or are we seeing a shift in consumer attention towards newer brands like On and HOKA entering the market? These emerging players often put a fresh spin on tried-and-true tactics, challenging established brands to adapt and evolve. As the sneaker industry navigates potential periods of stagnation, the key lies in embracing change and continuing to innovate. What do you think—is the industry slowing down, or are we witnessing a transformational shift? #SneakerIndustry #Innovation #ConsumerTrends #MarketShifts #BrandEvolution

🌟 When you think you can't talk about Digital Product Passports (DPPs) for an hour… and then you do—and it’s EXCITING! 🌟 A big thank you to Marianne Uddman, Senior VP Go To Market at TrusTrace, for joining me on a fascinating deep dive into the why, what, and how of DPPs. Together, we turned what some might call a dry topic into a dynamic conversation about moving from theoretical sustainability to actionable strategies in the fashion supply chain. 💡✨ Marianne, your insights and enthusiasm made this journey so rewarding. From unraveling the complexities of DPPs to exploring how they’ll transform transparency in our industry—it was a true pleasure to navigate this with you! Curious to see what made this conversation so exciting? You can watch it on MUNICH FABRIC START's YouTube channel: 👉https://lnkd.in/eNtjYft Key takeaway, sustainability isn’t just a buzzword but a fully traceable reality. 🌱 #DigitalProductPassports #SustainabilityInFashion #TrusTrace #MunichFabricStart 

✅ Is it really unconventional when it's following the right Strategic rule: "Become your own customer"? 🤝 This year we have seen some quite peculiar collaborations between brands: Dove x Crumbl 🍪 the LEGO Group x IKEA 🛋 DOLCE&GABBANA x Smeg Group 👠 Tiffany & Co. x Nike 💎 So here's a glimpse of what is fueling these collaborations, and why the younger generations are at the heart of it all 📲 #BrandStrategy #GenZBehavior #CustomerAnalysis #CrossIndustry #BrandCollaboration

YIKES... lululemon’s YTD stock performance is down 50% Its valuation is trading at a 10-year low The only other time was during the 2008/2009 crash The CEO said much of the softness this quarter in America specifically was due to less newness in terms of color, print, patterns, and silhouettes And management is "fast-tracking several new styles" and hopes to return to their "historical levels of newness no later than Spring 2025" Spring 2025???? There seems to be a disconnect between Lululemon's product development timeline and consumer expectations This isn't sufficient.... Supply chain agility and responsiveness is the new imperative We just handed off brand new styles, fabrics, and prints for November lol And then it's all ai/ml read and react from there We do this for enterprise brands as well my co-founder Alton Locks and I built the value chains across all lifestyle categories for several Fashion 500 companies from scratch when they no longer wanted to give margin to agents We have been disciples of speed to market (and quality) since 1999... #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #creatorsarethestore

Success isn’t built overnight—brands like Aimé Leon Dore and Tesla show us that consistency, authenticity, and long-term vision are key to creating something lasting. But what else contributes to long-term brand success? In the coming weeks, I’ll be sharing more insights into the strategies that keep brands at the top of their game. From balancing heritage with innovation to fostering customer loyalty, there’s always something to learn from brands that have mastered these elements. Looking forward to diving deeper into how iconic brands like Nike and Patagonia continue to innovate while staying true to their core values. #LongTermSuccess #BrandStrategy #BusinessGrowth

02/10 Winning isn’t the point anymore. Decathlon just proved it. Forget victory; the real power of sport lies in the journey. This #rebrand shifts the focus from competition to connection, adventure, and joy. Brands stuck on “winning” miss the deeper emotional appeal of sport. Wolff Olins’ #redesign for Decathlon celebrates sport’s transformative power with: > A refined #wordmark > Iconic blue refresh This rebrand isn’t just visual it’s a bold narrative redefining sport’s purpose. Think your brand needs a transformative story? Let’s talk. The Top 10 rebrands of 2024 → https://lnkd.in/eyEG2FRq

Breaking Into the $10 Billion Club: New Balance strategy to ascent into the rarefied iconic status I have been a long time fan of the brand and own some iconic collabs with Levi Strauss & Co. and other iconic brands. As a sneakerhead, my admiration has only grown exponentially over the last 5 years. Not to forget that the genius founder of Apple paired his Levi’s 501’s with New Balance 991’s. Crossing the $10 billion revenue mark is no ordinary feat. Reserved for a iconic giants like Nike adidas and lululemon it signifies more than scale—it’s about cultural relevance, operational precision, and category dominance. Now, New Balance is making its play, driven by a bold, strategic, and disruptive roadmap. Why So Few Brands Make It The climb demands mastery in five key areas: • Global Reach with Local Relevance: Resonating globally while staying authentic locally. • Category Evolution: Owning new consumer moments. • Deep Consumer Connection: Becoming a lifestyle, not just a product. • Operational Precision: Excelling across supply chains and execution. • Resilience Amid Disruption: Innovating ahead of shifts in behavior and tech. For New Balance, this journey isn’t just about growth—it’s about reshaping the rules of competition. The New Balance Playbook: Focused, Relentless Here’s how they’re setting the pace: 1. Athlete-Driven Authenticity: Icons like Coco Gauff drive credibility. 2. Cultural Relevance: Collaborations with trendsetters like Teddy Santis. 3. Sustainability as a Differentiator: Conscious production and locally crafted products. 4. Innovation at the Intersection: Seamlessly blending sport and style. 5. Digital and DTC Excellence: Omnichannel mastery and data-driven growth. 6. Challenger Mentality: Leveraging heritage while disrupting the status quo. More Than Revenue The $10 billion milestone isn’t just financial—it’s about relevance and leadership. As CEO Joe Preston puts it: “In an industry saturated with hype, authenticity is the ultimate differentiator.” New Balance is setting trends, inspiring culture, and redefining what it means to lead. I am rooting for them and have little doubt that they have everything it takes to crush this goal. BTW my fav pair right now is the Action Bronson 1906R “Rosewater”. #retail #iconic #fashion #innovation #performance #authenticity #technology #disruption #sports #apparel #footwear

A few things that happened in apparel the last week or so that I’d like you all to know! 🤖 MannyAI secured €1.5 million in pre seed funding! Shruti Grover and Simon Johnson have built the best platform to enable on demand production. I visited them more than a year ago and was blown away by their software. We know we have to reduce stock balance and Manny is the solution. 💵 the owner of Coach and kate spade New York have announced a $2 billion stock buy back. If you’ve been here a while you will know I am not a fan of artificially inflating stock prices with buy backs. Gives red flags for next year’s financial reports. Clearly they’re expecting the deflation in the luxury market to continue. 🥊 JD Sports Fashion has had a billion wiped off its value in the face of a tricky climate. They’re being hit by the race to the bottom from their competition. It follows a pattern within sports where the historical brands such as Nike and adidas are loosing market share. And doesn’t help that Nike have an arse over face wholesale policy that they’re now having to back track on. There is too much competition and not enough differentiation at this retail level, but plenty of start ups they could bring in. 📈 Gap have announced it’s 4th consecutive growth in revenue and profits. Gap have been on a journey the last decade, maybe longer! But we’re seeing the investment on stores and product paying off. I think this may be something to remember for people who think the Jaguar rebrand was a bad idea! Although yes, technically Gap did revert to the old branding! But they decided to go after the older customer. The same principle that Abercrombie & Fitch Co. applied as well. Sometimes brands have to grow with their customer. Or rebrand to find new ones. Both are risky. #RetailNews #SustainableFashion #AIwins

Nike and Adidas embarked on distinct journeys over the past decade, achieving very different results. While both embraced sustainability—Nike’s "Move to Zero" and Adidas’s "End Plastic Waste"—their strategies diverged. Nike prioritized direct-to-consumer (DTC) channels and tech-driven customer engagement, boosting profits and market share. Adidas leaned on lifestyle branding through artist collaborations but faced slower DTC adoption and profitability challenges. By 2024, Nike's agility in digital transformation and innovation secured a strong lead, while Adidas focused on stabilizing its position with fashion-forward and eco-conscious initiatives. Key Lessons: Agility Wins: Nike’s swift DTC pivot showcased the power of adaptability. Sustainability Matters: Both brands resonated with eco-conscious consumers. Customer Engagement is King: Nike’s tech-led approach strengthened loyalty. Balance is Key: Adidas’s lifestyle focus highlights the need for strategic diversity. In a fast-changing market, foresight, innovation, and consumer focus drive resilience and long-term success. #Nike #Adidas #DTC #BusinessLessons #BrandStrategy #Sustainability #CustomerEngagement