Marketing winner & loser of the week

TRENDS: Spotify's '2024 Podcast Trends Tour' shows Gen Z is driving a surge in video podcasts, being 18% more likely to watch them, contributing to a 39% increase in daily streams and a 78% rise in video shows.

ICYMI: Sony Music Entertainment has hit Marriott International with a $140 million lawsuit, alleging the hotel chain used songs by Beyoncé, Bad Bunny, and others in social media posts without permission to boost engagement. This high-stakes legal battle underscores the importance of securing proper music licenses in the digital age.

Latest DTC & e-commerce news

• Olipop: The better-for-you soda brand expects to hit $500 million in sales this year, according to Bloomberg. That’s more than double the $200 million in sales the company did last year.

• TikTok has put on hold plans to launch its fast-growing e-commerce business across major European markets, focusing instead on growth in the US where it's fighting a divest-or-ban law.

• Alibaba's global arm signs David Beckham as international e-commerce brand ambassador.

• Parachute: Continuing its ephemeral retail trend, the DTC home goods and bedding brand is hosting a pop-up shop in New York’s West Village on June 8 and 9 at Café Kitsuné

^{A special note from our partner Mediaocean}

The 2024 Retail Advertising Outlook Report

Discover the trends shaping retail marketing in 2024. Get key insights on ecommerce growth, TikTok's influence, and generative AI's impact.

Learn how the economic climate affects ad spend, key consumer trends, AI in daily operations, and shifting investment priorities.

Download the 2024 Retail Advertising Outlook Report now!

Marketing winner & loser of the week

Winner: Loewe x On

Loewe nailed it with their latest collab with On. To celebrate, they set up a pop-up serving matcha and smoothies inspired by Erewhon’s celebrity favorites. It was a total hit! Pop-ups like this show how brands can create buzz and connect with people in fun, memorable ways. Plus, who can resist a good matcha?

Loser: Bloom

Bloom is under fire on TikTok for numerous videos showing creators promoting their supplements without proper disclosure of paid partnerships. Instead of following the law, they use the hashtag #bloompartner, which many see as unethical. This has led to thousands of comments criticizing Bloom for not enforcing proper transparency with influencers, raising serious concerns about their marketing practices. Creator Bee Better explain this further on TikTok.

With its first pop-up, TikTok-famous Halara is betting on brick-and-mortar retail

TikTok-famous athleisure brand Halara has opened its first pop-up store in New York City's Soho, marking its entry into physical retail. The 3,500-square-foot space on Broadway will be open until June 9.

Founded in 2020, Halara gained popularity with viral TikTok videos, particularly its “Easy Peezy” dress. The brand, with over 660,000 TikTok followers, has seen triple-digit annual growth for the past three years.

Why it matters: This pop-up is a test for future retail expansion. Halara plans at least four more U.S. pop-ups this year in high-demand states like Texas and California. Unlike the standalone NYC location, future pop-ups might be shop-in-shop setups.

Inside the store: The Soho pop-up features trendy athleisure displays and a stage for events. It follows over 30 college campus events Halara has hosted, but this is their first dedicated retail space.

Challenges: Opening a physical store means dealing with higher costs, staffing, and inventory management. NYC retail space is expensive, with Soho locations costing up to $84,000 a week.

What’s next: Despite potential TikTok bans, most of Halara’s sales come from its own website. The retail expansion is a strategic move to diversify sales channels.

Halara’s move into brick-and-mortar shows its commitment to growth and customer connection. Whether this bet pays off will be a key trend to watch.