Stacy Berns

After LVMH and Saint Laurent, Starbucks is also launching a movie studio. According to Christy Cain, VP of Brand and Partnerships Marketing, Starbucks Studios will “shine a light on the stories and people who inspire us, from young, emerging artists to innovators, changemakers and others who are making a positive impact on the world.” The initiative is in partnership with Sugar23, Michael Sugar's production company. Sugar23 also spearheads The Way Upfronts, a quarterly event where brands and filmmakers can connect on sponsorship opportunities. The media x commerce convergence continues, and it makes sense: • For consumers, it's a much less annoying and more entertaining way to discover brands they're aligned with. • For brands, it can often be less expensive than running a TV commercial, not to mention the earned media—at least until (and if) this, too, becomes commonplace marketing practice. • For streaming platforms, it's a way to reduce the costs involved in original productions. That said, I wonder at what scale a move like this starts to make sense. Even though brands are becoming more comfortable with harder-to-measure top-of-funnel initiatives, producing movies and TV shows still seems like a stretch. One promising trend here is the slow but steady emergence of shoppable media—see, for example, Walmart's Add to Heart, Amazon's latest shoppable ads on Prime Video, or Pinterest's Deliciously Entertaining. Shoppable media might be just what smaller brands need to get closer to the entertainment industry, as it will allow them to demonstrate some resemblance of ROI. But the technology's not there yet—not for the average brand, at least. In other words—unless you're Starbucks (or Starbucks-adjacent), it's *probably* a little early to turn into a movie producer. Tim, Paul, Vinny, I feel like y'all might have opinions on this. Would love to hear them! #commerce #media #retail #marketing #advertising

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It's encouraging to see Gap Inc. turning the corner and inspiring to witness how its new leader, Richard Dickson, is transforming the company's iconic four brands -- Gap, Old Navy, Banana Republic and Athleta -- that had fallen on hard times over the past several years. #transformation #retailleadership #leadership #fashionretail #brandmanagement #turnaround #brandstrategy

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‘Chinese fast fashion giant Shein has been seeking an initial public offering for over a year now. The company was rejected for membership to the U.S.-based National Retail Federation, and numerous U.S. lawmakers including Senator Marco Rubio have expressed their support for the SEC blocking any potential U.S. IPO for the Chinese company. But now Shein has apparently abandoned its attempts to go public in the U.S. Instead, Bloomberg reported that Shein will likely IPO in London as soon as this week. The IPO would reportedly value Shein at over $64 billion, making it one of the largest IPOs in the history of the U.K. Shein, which is based in Singapore, still needs approval from the China Securities Regulatory Commission for the IPO to go through. Shein is clearly shifting its strategy for reaching Western consumers. The ongoing trade war between the U.S. and China has made Shein’s U.S. inroads more difficult. In the last year, specifically as a counter to China, the U.S. has introduced legislation like the Americas Act aimed at strengthening trade and manufacturing ties between countries in the Americas.’ #apparel #retail #ipo #fastfashion

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Have you ever had a mentor who made a real difference in your career? Having someone in your corner who can offer guidance, share experiences, and provide support can be a game-changer. Mentorship is about empowerment. A mentor can help boost your confidence, expand your network, and open doors to new opportunities. They can be a source of inspiration, pushing you to dream bigger and aim higher. I personally encourage more women to seek out mentorship opportunities for themselves. I know it has done wonders for my journey already: https://lnkd.in/gMhX7z8U #WomenInLeadership #MentorshipMatters #EmpoweredWomen #ProfessionalDevelopment #CareerGrowth #WomenSupportingWomen #MentorshipProgram #LeadershipDevelopment #WomenEmpowerment #CareerAdvancement #MentorshipJourney #WomenInBusiness #MentoringWomen #EmpowermentInWorkplace #BreakingBarriers #InclusiveLeadership

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🚨 Amazon’s Bold Move into Luxury Fashion: What It Means for the Industry 🚀 The retail landscape is buzzing with the news of Saks Fifth Avenue and Neiman Marcus Group merging, creating a luxury retail powerhouse backed by Amazon. This $2.65 billion deal, forming Saks Global, is set to revolutionize the luxury fashion industry in ways we’ve never seen before. Why This Matters: Amazon, a titan in e-commerce, logistics and technology, is now officially stepping into the luxury fashion arena. This move could drastically reshape their business model and the luxury market. Here’s why: 1️⃣ Logistics and Efficiency: Amazon’s logistical expertise is unparalleled. By integrating its advanced logistics with Saks Global’s operations, we can expect significant improvements in supply chain efficiency. Faster delivery times and better inventory management will enhance customer satisfaction and reduce costs. This synergy could mean that customers will soon be able to purchase luxury items like a Chanel bag with the same ease as everyday essentials. 2️⃣ The Power of AI and Data: Amazon and Salesforce bring cutting-edge AI and data analytics to the table. AI can personalize the shopping experience, predicting customer preferences and tailoring recommendations. This level of personalization is crucial in luxury retail, where customer experience is paramount. With Amazon’s data prowess, Saks Global can better understand their customers, optimize pricing strategies, and manage inventory more effectively, ensuring high-end pieces don’t end up in discount bins. 3️⃣ Technology Integration: Amazon’s involvement means more than just financial backing; it’s about leveraging technology to future-proof the luxury brands. As Marc Metrick, CEO of Saks Fifth Avenue’s online operations, mentioned, the aim is to gather high-quality customer data and offer more personalized options. Enhanced tech capabilities will streamline operations from the warehouse to the customer’s doorstep, making luxury shopping seamless. 4️⃣ Market Reach and Customer Base: Amazon’s vast customer base is a goldmine for Saks Global. This deal allows Amazon to penetrate the high-end market, catering to a demographic that values exclusivity and quality. For luxury brands, having access to Amazon’s broad customer reach means new growth opportunities and expanded market presence. Conclusion: This merger isn’t just about consolidating two luxury giants; it’s about transforming how luxury retail operates in the digital age. While some may fear that this could dilute the exclusivity of luxury brands, it’s an opportunity to innovate and adapt. The luxury sector has been cautious about embracing e-commerce fully, but this merger signals a shift towards a more tech-driven future. As consumers, we stand to benefit from improved services, personalized experiences, and greater accessibility to luxury products. #LuxuryFashion #Ecommerce #BusinessStrategy #Amazon #SaksGlobal #RetailInnovation

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I have suggestions to help fashion ecommerce: The demand for functional fashion is on the rise, and pockets are leading the charge. The Wall Street Journal's article, "Women’s Clothes Finally Have Pockets. What Took So Long," highlights the evolution of women's garments, now featuring pockets that offer both utility and style. This shift reflects broader societal changes, promoting equality and recognizing women's active roles in public and professional spheres. As an avid supporter of pockets, I appreciate how they can be designed to either stand out with a cargo style or blend seamlessly into the garment's design. For e-commerce retailers, this trend presents a significant opportunity to enhance the online shopping experience. Here are some actionable insights: 1. Add a "Pockets" Filter: Introduce a filter option specifically for pockets, allowing customers to easily find clothing items that meet their functional needs would improve navigation and discoverability. 2. Detailed Product Descriptions: Clearly indicate the presence and type of pockets in product descriptions. Don't rely solely on images; specify the functionality and design of the pockets. Added benefit of improving SEO. 3. Highlight Functional Fashion: In your marketing and product listings, emphasize the practical benefits of pockets, supporting the growing trend towards functional equality in fashion. By integrating these features, retailers can cater to the increasing demand for practical and stylish clothing, ensuring a better shopping experience for their customers. If you make these updates please let me know any data insights.

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Levi's is one of the most iconic fashion brands and a reflection of American culture. Think Marlon Brando in The Wild One. Jeans will no doubt continue to be a wardrobe staple and a cultural statement for decades to come.   The same can be said for '47 – helping fans express their team loyalties in apparel and other sports merchandise for more than 75 years.   Having a long heritage however, does not mean relying only on the past. At ‘47, we’re always focused on the future in meeting new and expanding generations of fans, such as our latest partnership with NASCAR. We’re also entering new partnership agreements to reach more consumers, such as our collaborations with Stoney Clover Lane, Rowing Blazers, Salty Crew and more.    At ‘47, we’re increasingly digital and omnichannel, enabling more customers to discover and explore our expanding line of fanwear that also makes a fashion statement. And, just as our favorite sports occupy the calendar year-round, sports apparel is always in season.   We see a strong parallel to Levi’s latest strategy to redefine how consumers relate to and shop for the brand, including more direct-to-consumer sales. Levi’s goal is to have customers clad in denim from head to toe–as seen in its “Live in Levi’s campaign” for 2024, which celebrates movement and dance.   Both ‘47 and Levi’s are classic examples of long-time brands honoring their past, updating their image in the present, and securing their place in the future. Threading it all together are enduring core values.   At ‘47, for more than 75 years, we’ve been known for a deep commitment to quality and attention to detail. And that’s a legacy that will endure. https://lnkd.in/gHM_bxZV

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💰Capitalism is complicated 🤑 It’s expanded economic opportunity for a variety of groups, but it also serves a system of oppression in itself. Now, more than ever before in capitalist history, consumer buying power is more diverse as communities of color are looking to engage with brands that make them feel seen, heard and valued. And they are ready to intentionally make choices of where NOT to spend their money when they don’t see themselves included in a brand's marketing. Whatever you believe the role of government should be in supporting communities, corporations do have a place and responsibility to the constituents, customers, stakeholders and importantly the employees they serve. Corporations that prioritize #culturalcompetency, not just diversity, will lead financial performance, consumer loyalty, employee satisfaction and corporate brand reputation. ++++++ Hi 👋🏽 I’m Mariam, founder of Chatterbox Consulting, an #inclusivemarketing and communications consultancy for brands who won’t keep quiet. I specialize in helping brands create business impact, build communities and drive engagement by authentically centering, celebrating, and serving the needs of underrepresented audiences. 💌Reach out & #LetsChat about how to evaluate and create culturally competent content and campaigns for your brand.

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**Has the FTC gone MAD??** The Federal Trade Commission looks to block Tapestry's acquisition of Michael Kors and Capri Holdings Limited. Are we afraid there will be a monopoly on affordable luxury handbags? 🤣 🤣 My 12 year old niece can get a handbag made and be in market in 60 days. There's no barrier to entry from Coach or kate spade new york or Michael Kors to create a anti-competitive environ for other accessories and apparel companies. The retail and CPG industry is a challenging place and they need economies of scale to compete, and heck survive. SURVIVE! Dear FTC: Learn a thing or two about retail before you do something silly like this. Can we get Neil Saunders, and Rick Watson or Jason Goldberg or Jeremy Horowitz' down to Capitol Hill to share with congress how HARD retail is? 🤣 The combined merged company under Tapestry would have $12B in total sales. Google makes $12B every 2 weeks. Here’s some advice for The FTC, how about focus on the real predators of retail. Amazon is doing so much anti-competitive nonsense. How about Chinese companies Temu and Shein and their loopholes to ship goods to the US circumventing tariffs?? Focus on Big Tech FTC, they're the ones swallowing up the economy and stymying competition. Google, Amazon, Meta, Microsoft, Apple. Focus there, stay there...maybe break them up, they are killing innovation and crushing smaller companies left and right. When the FAANG behemoths buy companies, they are generally high tech and proprietary, with huge moats. And then the FAANGs get predatory and work on crushing their competitors. Retail brands can't do that Brands cannot create moats They can't crush competition The FTC failed 3 times blocking Meta and Microsoft acquisitions last year. I guess they need a W so they're picking on some smaller who doesn't have 40 mega-lobbyists in DC Is there a petition we can sign somewhere?? I have no stake in this merger, but please Like, Reshare if you agree with me so maybe we can influence the FTC to stand down https://lnkd.in/g6b-rQts

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Hard to fathom a market cap declining from $49 Billion to $1 Billion in 36 months, but that's what we are looking at here. This is a case study on brands who live on speed to market versus intellectual property. Peloton did it first and did it fast, and created an enormous valuation bubble. Everyone drank the Kool-aid. Beginning in 2020, the pandemic boom accelerated their growth, and over the last two years, the pandemic bust accelerated their demise. But there was always one huge problem - Peloton had little to no IP. There were no barriers to entry, which made them defenseless to the army of exercise bikes, rowing machines and fitness app competitors who seized their success. The key lesson - speed to market always runs out of speed. Brands who sustain better have a war chest of patents, intellectual property and proprietary protections.

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👀 Every Brand's Worst Nightmare Is Another Brand's Opportunity... This Bloomberg article talks about a Neutrogena brand manager who finds out that their daughter was buying CeraVe facewash instead of Neutrogena because she had discovered CeraVe on TikTok. The story isn't an isolated incident, but the canary in the coal mine for when big CPG/FMCG brands get complacent and suffer the consequences. Kenvue (the parent company of Neutrogena) has seen its market share in the skin care category drop dramatically between 2019 to 2023. In contrast, CeraVe has become the #1 most recommended skincare brand in America and the most popular amongst the teen girls demographic. A lot of this can be attributed to CeraVe's forward thinking and bold marketing, particularly through new platforms TikTok where influencers are a key part of their strategy. Simon Andrews and I wrote about CeraVe's activities on TikTok back in Feb 2021, which included the brand leaning into the platform and working with influencers in a thoughtful way. CeraVe first started posting TikToks that were videos repurposed from other channels, which didn't work well. Then they started creating more bespoke campaigns that fit the grammar of the TikTok platform. This involved working with both massive broad reach TikTokers like Charli D'Amelio and also a group of smaller, but more specific "dermfluencers" focused on skin care topics, like DermDoctor and DermBeautyDoc. CeraVe knew that people would take advice from beauty and skincare influencers. Brands that have taken a similar approach to CeraVe have also found success, like e.l.f Cosmetics, who have achieved massive growth through influencer-driven campaigns on channels like TikTok. Today, new product innovation on its own is not enough for your brand to win. The way you differentiate in connecting with your customers is much more important - influencers are becoming the most influential brand advocates and this relationship building is happening most prominently on platforms like TikTok. Neutrogena recently closed their LA office, went through a series of layoffs and has now experienced three straight quarters of sales decline. On the other hand, digitally native brands like CeraVe and e.l.f. Cosmetics are continuing to grow. https://lnkd.in/exVHSAxf #skincare #neutrogena #cerave #tiktok #marketing #brand #beauty #influencers #cpg #fmcg

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Prior to Scholastic, I embarked on a new journey as the CEO of the luxury footwear brand Sarah Flint. This was my first CEO role, and it coincided with the onset of a global pandemic. As a CMO for 7 years prior, I often pondered, 'If only someone with CMO experience was the CEO.' That someone became me. Here's what I learned and brought back to the role of chief marketer after my tenure as a CEO: • Focus on the bottom line: CMOs feel a high level of accountability. Being a CEO takes this to an entirely different level. My experience as a CEO has given me a deeper understanding of fiduciary responsibilities and how they impact marketing decisions. This understanding reinforced the importance of working closely with the CFO, as they are the CEO's closest collaborator for good reason. • Get runs on the board: The average CMO tenure is two years. Determine quickly the tangible results that will be meaningful to your CEO and the people they report to, and execute them. Don’t get distracted by nice to-do’s, personal preferences, or my Achilles heel, lending a hand on other projects (even if you can make an impact). Make measurable progress on the things that matter most. • Make the juice worth the squeeze: Today, marketers wear many hats.  Every time I speak to a peer, I am surprised to learn about a new area of responsibility that has been added to their plate. Work on the initiatives that you believe will have the greatest impact and where you personally can have the greatest impact. And don’t lose sight of the two halves of that prior sentence.  • Stage-gate your most grandiose ideas and asks: Stage-gating is project management speak for dividing projects into distinct stages separated by “gates.” At each gate, a decision is made whether to continue to the next stage, revise, or terminate the project. CEOs will appreciate understanding the milestones of any large-scale project (and being notified of them as they are achieved), and CEOs must know when and how they can pull the brake or push on the throttle. • Have a strong bench: For your CEO to rely on you, you must have a strong bench of talent that allows you to focus where you are most needed without everything else going off the rails. And give your bench exposure to the CEO. Not just for their own career progression, but for your CEO’s peace of mind that you have the support needed in this key functional area. • Own company decisions: CMOs are important internal culture minders and beacons of the future. As the keepers of the brand flame, colleagues look to the CMO as an internal bellwether.  You will be at the table for most decisions. In the room, actively participate – plusing, agreeing, or disagreeing. But when you leave the room, be all in, even if it involves disagreeing and committing. CMOs can’t be the weak link – our role is too critical, and our influence too far-reaching. I will always cheer on CMOs moving to the CEO role. And hope to see more of it in the future.

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Being is big, bold and here to make a change. In a category where inclusive brand solutions remain underrepresented and advertising relies on time-tested gender ideals, Being has an opportunity to meaningfully transform the narrative by envisioning a beauty landscape that unites individuals of all identities, hair types, and abilities. Inclusivity is ingrained in Being’s design ethos and woven into the very fabric of the products. Being aspires to be the first brand available in a major US retailer to offer a diverse range of hair care products for all hair types, textures, and needs available in one aisle, on one shelf, at an accessible price point. Tailored formulations address various consumer needs while promoting unity under one brand. Challenging mainstream beauty standards, Being aims to foster a sense of belonging by embracing diversity and encouraging individual expression through product and messaging. Being’s packaging is designed with universal principles in mind, featuring soft tubes for easy one-handed use. Lids have extended lips for effortless opening, catering to those with limited dexterity. Tactile indicators have been incorporated onto the bottles to help individuals with visual impairments distinguish between the shampoo (indicated by stripes) and conditioner (identified by circles). These markers also serve as additional grip to facilitate opening the tubes. Genderless colour schemes avoid traditional gender associations and promote inclusivity. The colour combinations and large typography were carefully selected to accommodate those with the most common forms of colour blindness, ensuring ease of navigation. The brand campaign, "For Being You," reiterates the brand platform by celebrating individuality and inclusivity. Through the stories of five individuals, each representing a different hair type, the campaign honours self-expression, uniqueness, and diversity. This idea flows through to other collateral, such as the high-shine, reflective gift boxes, which encourage recipients to look in the mirror and celebrate their unique selves. Being Haircare launches exclusively today in 2500+ Walmart stores. ZURU Edge everyday reimagined

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Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

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Thank you for the mention Vogue Business. Great to discuss the lucrative opportunity for beauty brands that is the upcoming 2024 Olympics 🥇💄 For those brands that can authentically lean into performance-based messaging when promoting new or hero products, I think it's an obvious win. Think: active, cosmeceutical skin care; long wear-yet-breathable foundation; SPF; waterproof mascara; hardworking hydration serums; multitasking lip-&-cheek sticks etc. The fact that the 2024 Olympics will be held in France—a country more synonymous with luxury skin care and cosmetics than any other—only makes the opportunity more compelling. The Paralympic Games should also not be overlooked. This is a chance for beauty brands to truly deliver on their inclusion values, demonstrating that this is more than just talk, and effectively building out their community in the process. Link to article: https://lnkd.in/eCYzXP5K #KarlaOttoBeauty #KarlaOtto #VogueBusiness #OlympicGames

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Another reason why digital product passports will be an exciting branding tool going forward, giving consumers unique, multimedia access to information via the actual garment or accessory. According to Vogue Business, Gen-Z has a "growing fascination with how and where things are made." “In some ways, you could say that knowing is the new owning, which explains the appetite for manufacturing and craftsmanship-centric content online.” Marta Indeka Can't wait to see how EON, Avery Dennison, Arianee and others create this ecosystem! https://lnkd.in/gzjc8jbY #retailmarketing #web3marketing #dppmarketing

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Creating an "enjoyable" posture corrector seemed like an impossible task at first, but I think we did a good job here combining function, fashion and user experience 😉 Seeing it all come together and getting recognized by FashionUnited is truly incredible! Thank you all who made it happen! 💛 #workplacewellness #corporatewellness #womenentrepreneurs #womeninbusiness #fashion #ergonomics #marinbusiness

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This can move fast…. for the better and for the worst😳 #skincare #neutrogena #cerave #tiktok #marketing #brand #beauty #influencers #cpg #fmcg#creatoreconomy

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SHEIN launches a 200 million euro circularity fund. The takes and responses to this will be all over the place I'm sure....BS greenwashing ! Slow down instead! While I am a dubious as anyone of SHEIN s practices I will say from working on circularity for many years the commitment to funding circularity just simply isn't there. Fashion is a wasteful and inefficient, trillion dollar industry. We aren't going to fix it with a few million dollars here and a few there. So when I see big money commitments I get excited. I'm not naive to think that the money may be fools gold but something needs to jumpstart the transition from linear to circular. We need many regional hubs of collections, recycling and reprocessing. We need infrastructure and innovation asap. And frankly we need the industry that is causing the damage to be very much part of the solution. RTV ReturnToVendor can help but it will take many more with similar commitments

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