Fashion & Retail

A retail media network sounds like an extra source of income that is already in the house and only needs collecting. If you own the space, you sell it to the partners who want to sell there anyway. That sum does add up, it simply adds up for far fewer retailers than the market currently…

Live commerce is often dismissed in Europe as an Asian peculiarity, and that verdict is too convenient for my taste. In China the format has long been an ordinary sales channel, in Europe it is still a bet. The difference lies less in the technology than in the question of who stands in front of…

Green claims used to be a question of taste. Overdo it and you got pushback in the comments, and that was usually the end of it. Those days are over. An environmental promise is now a statement with legal consequences, and the check no longer happens only inside your own building. Why environmental promises became…

Retail Media is where the trade is currently shifting the largest share of its earnings. For a brand it means one thing above all: the partner you negotiate shelf space with is now also selling you reach. That changes the negotiation, not just the media plan. Why retailers now sell media The maths behind it…

A pricing strategy in the premium segment rarely fails at the list price. It fails at what happens afterwards. The price sits cleanly in your own shop, and two clicks away the same jacket is thirty percent cheaper at a marketplace seller. For the customer that is not a detail. It is a statement about…

Xiaohongshu is the most uncomfortable channel in China for European brands, because it cannot be bought. Visibility there comes from content that other users choose to save. That is a different craft from rolling out a campaign, and it takes longer than most plans allow for. What separates Xiaohongshu from a marketplace On a marketplace…

Tmall Global is rarely the first channel a European brand opens in China, but it is often the most honest one. You sell across the border from a warehouse outside the mainland, without a Chinese entity and without an import licence for every single product. That low barrier is exactly why the channel gets underestimated.…

The EmpCo directive is usually filed in marketing as a legal topic, and that is exactly the mistake. It does not reach into contracts, it reaches into sentences. What a brand claims about material, origin and durability has to be provable, and anyone who notices that at the approval stage has already built the campaign.…

Retail campaigns are measured almost everywhere by reach and almost nowhere by the thing they exist for. A campaign in retail has one job: that more people walk onto the floor, and that they arrive at a moment when somebody is there for them. Everything else is preparation. Why retail campaigns fail on frequency The…

Retail experience design is the point at which a brand stops being a claim. Everything else can be asserted. A campaign can show a stance the company does not actually live. A website can suggest a level of care the supply chain does not have. A store cannot. Anyone who walks in tests the brand…

Seasonal logic follows the delivery date, not the moment of purchase. Why climate and channel break the campaign calendar and what takes its place.

A marketplace in Asia is not shelf space but a positioning decision. What Tmall, Lazada and Shopee are each good for, and what has to be settled first.

Fashion brands in Southeast Asia only grow when they run the region as a brand market of its own. Five lessons on platforms, creators, assortment and organisation.

The channel mix in fashion retail is steered by revenue share and breaks because of it. What the three channels really cost and which role each one carries in the funnel.