By Shawn Lim There has been a huge growth of e-commerce due to the Covid-19 pandemic, which has exacerbated the weak demand for offline shopping as people stay at home because of lockdown restrictions. So why is L’Oréal bucking the trend with a new concept store in China? As the role of offline retail destinations is shifting from a traditional point of purchase to spaces that prioritize delivering unique experiences and customer interactions, French cosmetics giant L’Oréal wants to become a leader in this new form of retail. It recently opened its first-ever concept store in China in May, located in the heart of Shanghai’s Read full story › Source: The Drum...
Read MoreBy Humphrey Ho Vaccinations and a return to ‘a new normal’ might be happening at different speeds across the world but Humphrey Ho, managing director of Hylink Digital believes brands need to be ready for this change. In lieu of China initiating steps to create a vaccine passport while the rest of the world continues vaccinating, the rollout of the vaccine passport will have a tremendous impact on international travel resuming to some level of normalcy, because of this outbound Chinese travel and global travel will look much different in the latter half of 2021. Destination marketing organizations (DMOs) and National Tourism Organizations (NTOs) Read full story › Source: The Drum...
Read MoreBy Jennifer Faull You’d think the virtual realms of Animal Crossing and League of Legends would be the last place to find the likes of Louis Vuitton, Valentino or Marc Jacobs. Yet there they are. Fashion houses traditionally catering to an elite minority are now donning their collections on millions of in-game avatars. Seemingly an odd pairing, high fashion’s migration to gaming is in fact a well-played move that will open them up to a whole new world of shoppers. Roblox is an online gaming platform where users can immerse themselves in any of the 18 million virtual worlds created by independent developers. In Read full story › Source: The Drum...
Read MoreBy John Glenday ITV Creative is restoring some color to a drab world courtesy of football legend-turned-pundit Ian Wright, who is on a pied-piper-like mission to draw people out of their homes and on to the football pitch. The in-house agency is working to build anticipation for the delayed Euro 2020 campaign, which is belatedly kicking off this year after being scuppered by the pandemic. Directed by Claire Norowzian, the 40-second commercial sees a bowler cap-wearing Wright saunter on to a gritty housing estate, only for his noggin to explode in a riot of cartoon color, enlivening the monochrome scene with a psychedelic Read full story › Source: The Drum...
Read MoreBy Jennifer Faull John Lewis has hired eBay’s Rosie Hanley as head of brand and marketing, the latest recruit to fill a gap left by a series of exits from its marketing team. Hanley has been with eBay for seven years, most recently serving as its head of brand marketing where she has led campaigns such as its ‘More Ways to Win’ work from McCann, as well as a content partnership with News UK. Prior to eBay she was at Tesco data division Dunnhumby as product manager. She will join John Lewis in July, taking on responsibility for the retailer’s brand strategy. Her focus will Read full story › Source: The Drum...
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