Retail Brew // Morning Brew // Update

PRESENTED BY

Hey there, it’s Thursday, and before you angrily toss out that appallingly high grocery bill and swear you’ll budget more efficiently for next week, know that the US economy grew 2.8% last quarter—evidence that inflation is cooling down and the labor market has gotten stronger. Seems like a reason to celebrate to us.

In today’s edition:

—Jeena Sharma, Alex Vuocolo, Jasmine Sheena

SUPPLY CHAIN

Voices of tomorrow

Outerspace

Logistics is an integral albeit slightly overlooked part of retail that pretty much determines how efficiently a brand functions. As a longtime retail entrepreneur, Ricky Choi understands that.

After spending years working for brands, including as CEO at apparel and accessories brand Nice Laundry, he now heads up the logistics brand Outerspace that works with retailers such as Hill House, Thesis, and of course Nice Laundry.

Choi, who is both a co-founder and CEO at the tech-forward, e-commerce-focused company, founded Outerspace to address some of the pain points he experienced working with retailers. And you know what they say: If you want something done well, you’ve got to do it yourself. And that’s more or less what Choi did.

Speaking with Retail Brew, the industry veteran discussed his journey from brands to logistics, challenges facing people of color in retail, and why it’s important to set high standards for yourself in the industry.

Keep reading here.—JS

PRESENTED BY IMPACT.COM

ROInfluencer marketing

Traditional advertising just doesn’t resonate with audiences the way it used to. Instead, influencer marketing has taken over in a big way. It helps marketers maintain authenticity and increase brand awareness—all while giving revenue a boost.

Whether you’re an influencer marketing newbie or are a seasoned pro, impact.com’s Ultimate Guide to Influencer Marketing covers everything you need to know. You’ll find fundamentals, best practices, and tips to make the most of your influencer marketing campaigns.

Here’s a sneak peek at what you’ll learn:

what influencer marketing is + how it works
examples of successful campaigns
best practices for launching influencer campaigns + programs

Get impact.com’s Ultimate Guide to Influencer Marketing here.

STORES

Imagine that

Scott Olson/Getty Images

Best Buy is increasingly embracing technology to improve its customer experience, and now it has unveiled a new holographic mascot and rebrand.

The electronics retailer said customers are looking to the company to “play a bigger role in helping them discover new technology,” and its new tagline, “Imagine that,” is designed to reflect that change in approach.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” Jennie Weber, Best Buy’s chief marketing officer, said in a statement. “They want technology to level up their lives—to help them do more of what they love—and there’s no one more passionate and better positioned to do that than Best Buy.”

As part of the change, the retailer’s new mascot, Gram, will start appearing in advertisements and is already popping up in some back-to-school marketing.

Keep reading here.—AV

MARKETING

Creative licensing

Anna Kim

If you really love a TV show, why wouldn’t you want to deck yourself out in branded clothes, eat limited-edition snacks, and buy collectibles based on your favorite characters?

Take Prime Video’s smash-hit TV show Fallout, which debuted earlier this year. Beyond marketing the series to get audiences tuned in, Amazon offered merchandise based off of the show, including a backpack modeled off the character Lucy’s gear, as well as branded Arizona Iced Tea beverages, which company executives say has been one of its most ambitious and successful undertakings yet.

Keep reading here on Marketing Brew.—JS

TOGETHER WITH BROOKFIELD PROPERTIES

Encapsulating the future of luxury. Iconic magazine features stories from culture shakers across industries. The seventh issue explores fashion tech à la Iris van Herpen, visits France for Olympics fashion, unveils digitized scents from Google, and offers in-depth looks at Ala Moana Center, Brookfield Place NY, the Crown Building, and Oakbrook Center. Check it out.

SWAPPING SKUS

Today’s top retail reads.

Closed doors: Why this 134-year-old furniture and electronics retailer is closing its 170 stores and filing for bankruptcy. (CNN)

On its last legs: Last-mile delivery might get a makeover as retailers remain concerned about costs. (CNBC)

New horizons: Move over muscle building and endurance; the men’s wellness market has a new focus: fertility and virility. (Business of Fashion)

Need a boost? Make the most of your influencer marketing campaigns with impact.com’s Ultimate Guide to Influencer Marketing. Inside, you’ll find tips + best practices for running successful influencer campaigns. Check it out.*

^{*A message from our sponsor.}

JOBS

Forget generic job searches. CollabWORK leverages the power of community to connect you with relevant opportunities in Slack channels, Discord servers, and newsletters like Retail Brew. Land your dream job through the power of your network with CollabWORK.

Supply Chain Director at a medical device company (in person)
Senior Category Manager, Clinical Goods & Services at Aspen Dental (in person)
Merchandiser II at Southern Glazer’s Wine and Spirits (in person)

NUMBERS GAME

The numbers you need to know.

It’s that time of the year again, when Lyst releases its quarterly hottest fashion brands index. And the hottest brand crown now belongs to Loewe, which in Q2 overtook Miu Miu and Prada, the second and third on the index, respectively.

Other brands in the top 10 included Saint Laurent, Versace, Bottega Veneta, and Balenciaga.

Beyond the coveted top 10, Skims moved up one place, snagging the 12th spot as searches for the brand increased 32% over the past three months.

Lyst also accounted for “fast moving brands” last quarter. Coming in at the top was the Swiss athletic and performance sportswear brand On, which saw a 31% increase in searches in Q2.

Then there were others like the Parisian retailer Casablanca, which notched a whopping 64% surge in searches.

Lyst, which analyzes the online shopping behavior of more than 200 million shoppers a year, also has an equally important hottest product breakdown.

At the top were the On x Loewe Cloudtilt 2.0 sneakers, which drove a 308% spike in searches for On after their debut.
Other notables include Casablanca’s crochet knit shirt, part of its menswear collection, which snagged the No. 4 spot with a 161% increase in searches quarter on quarter.

Dragon Diffusion’s Santa Croce woven leather tote bag, although in fifth place, was also a promising product that quickly established itself as a cult favorite with a 197% increase in searches for the quarter.

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