Category: Copywriting
-
How to own your brand storytelling in disruptive times
What is the lesson to be learned from QVC Group’s recent bankruptcy filing? If you snooze, you lose. In its heyday, QVC was an innovator with its addictive programming and perennially cheerful on-camera talent. Its blend of commerce and entertainment paved the way for the rise of the influencers who have disrupted marketing and, ironically,…
-
How men’s underwear marketing has evolved
Men’s underwear marketing has evolved significantly from historical endorsements of athletes to modern campaigns embracing queer representation. Brands like SAXX and 2(X)IST utilize social media and diverse messaging strategies, featuring prominent figures such as Antoni Porowski to engage consumers. This shift highlights the industry’s adaptation to contemporary cultural dynamics.
-
Teaching at FIT
The Goal In 2007, I was invited to take over a five-week workshop on fashion events planning at Fashion Institute of Technology’s School of Continuing and Professional Studies. The Strategy Expanding the course to include public relations planning, I tasked students to formulate a one-year strategic plan for the launch of a fashion collection that…
-
Bara Luxe: Revolutionizing Plus-Size Bridal Fashion
The Goal Long before the body positivity movement, and the rise of David’s Bridal, upscale bridal boutiques didn’t carry sample gowns in extended sizes. Bara Luxe, a start-up couture design house from Japan, aimed to remedy this by launching a collection for curvy women in the midst of the economic downturn of 2008-2009. The Strategy…