🚀 DTC brands eye rosier exits in 2024

Hello 👋 In the era of social media-driven trends and influencer marketing, Generation Alpha and younger members of Gen Z, armed with an extensive catalog of upscale desires, are reshaping the consumer landscape, with their preferences for items like $50 Stanley tumblers, $600 Dyson Airwraps, and high-end beauty products, amplifying retail phenomena and creating viral moments, all while seeking a sense of identity and belonging in the ever-expanding digital realm, according to experts and market trends.

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Why Calvin Klein ads still get people talking

Calvin Klein is making waves again with a sizzling ad campaign featuring Jeremy Allen White and FKA Twigs. The brand's strategic casting, perfect timing, and a pinch of controversy have catapulted it back into the cultural spotlight.

• Casting magic: Calvin Klein didn't just choose any faces. Jeremy Allen White's campaign, dropped on Jan. 4, turned heads and raked in $12.7 million in media impact value within 48 hours. With his bare-chested charisma, White became the first viral sensation of 2024.

• Cultural conversations: Calvin Klein's provocative history of ads is well-known, and this campaign is no different. FKA Twigs' image faced a ban from the UK's Advertising Standards Authority, igniting discussions on societal norms and double standards around body exposure.

• Virality check: The campaign's strategic move paid off big time, outshining Bottega Veneta in engagement. Even the ban on FKA Twigs' image didn't dampen the positive vibes, contributing to a cool $5.2 million in media impact value.

• Calvin Klein's legacy: Known for pushing boundaries since the '70s, Calvin Klein's provocative legacy has featured stars like Kate Moss and Mark Wahlberg. This recent campaign proves that a splash of provocation can revive a brand's cultural relevance.

Bottom line: In a world where attention is king, Calvin Klein's bold campaign not only sparks conversations on societal norms but also proves that, in today's landscape, there's no such thing as bad publicity. Calvin Klein is back, and it's making sure we're all talking about it.

🚀 DTC brands eye rosier exits in 2024

DTC brands are gearing up for a comeback in 2024 after a rocky 2023. Despite challenges, a better economy has brands like True Classic and Dagne Dover eyeing potential exits.

True classic's gameplan: Menswear brand True Classic, with a stellar 40% YoY sales increase to $207 million, aims for a $1 billion valuation. It's prepping for a summer pitch to potential acquirers.

Sector on the mend: After a tough 2023, the DTC sector sees a glimmer of hope. Retail sales rose 4% in November, and investor confidence is rising with expected interest rate cuts.

New funding dynamics: Venture capitalists are back in the game, focusing on DTC brands with clear paths to profitability and solid retail partnerships. Snif, a fragrance brand, showcases success through strategic funding and retail collaborations.

Strategic exits: Mature startups like Dagne Dover and Knot Standard explore exits in a friendlier 2024 landscape, emphasizing strategic partnerships and maintaining company culture.

Takeaway: With a more optimistic outlook and renewed investor interest, DTC brands are navigating 2024 with strategic exits in mind, setting the stage for a comeback.

🌐 AI at CES 2024: Highlights and concerns

CES 2024 was abuzz with AI innovations, from chatbots to generative AI platforms. Mature tech companies subtly integrated AI into larger solutions, raising skepticism when presented as the primary focus.

Sorrell's perspective: CEO Sir Martin Sorrell remains optimistic about AI's impact on marketing but sees it as a potential job disruptor. Concerns lingered about generative AI fueling misinformation during the crucial 2024 election.

Congressional priorities: A bipartisan panel discussed 2024 priorities, emphasizing transparency in defining AI and strategic assessments for companies. Data privacy concerns were also in focus, with calls for using AI to enhance, not inhibit, privacy.

Startups unveil applications: Startups showcased AI applications beyond gadgets, from fintech empowering financial decisions to using language models for trend prediction and supply chain analysis.

Spatial computing and Apple's Vision Pro: Spatial computing took the spotlight, with VR and AR headsets gaining attention. Cathy Hackl dubbed 2024 the "year of vision," citing Apple's Vision Pro announcement as a pivotal moment in the AI revolution.

In a nutshell: CES 2024 hinted at AI's transformative potential, sparking excitement and concerns. From strategic integrations to data privacy debates, the dynamic AI landscape promises continued developments in the year ahead.

Reading list…

• Why some DTC brands are raising debt, not venture capital (BoF)

• Marketers prioritise own data as 'illusion of control' from third-party cookies vanishes (Marketing Week)

• TikTok publishes Valentine’s Day marketing guide (TikTok)

• Tween taste is expensive these days. Blame social media (WP)