TTPD 🤝 Brands

Taylor Swift’s latest album, “The Tortured Poets Department,” dropped midnight on Friday, triggering brand reactions that lasted into the early hours. With 42% of U.S. households having a Swiftie, brands eagerly joined the conversation. The surprise double release highlighted Swift’s marketing prowess, with brands like Sour Patch Kids, Bubble, Sweetgreen and Sephora joining the celebration.

Today’s news

• Google's new AI ad tool, Demand Gen, has strict rules on showing people and brand logos, reflecting cautious adoption by brands like Mondelēz, which has seen success in driving website traffic with these AI-driven campaigns.

• Men’s care brands are booming on TikTok, with platforms like TikTok Shop seeing a surge in sales from brands like Manscaped and Every Man Jack, reflecting a broader trend towards inclusivity and education in beauty.

• TikTok's focus on photo content is driving brands like Youthforia, Blume, August, and Bubble to utilize Carousel posts for enhanced engagement, hinting at the upcoming TikTok Notes app, which could offer further opportunities for visual storytelling.

^{A special note from our sponsor HubSpot}

Calling all marketers!

Are you ready to conquer TikTok for business? Discover the ultimate playbook in HubSpot's Guide to TikTok for Business for Marketers.

Unleash the power of TikTok's 3 billion users and revolutionize your marketing game. 

Whether you're a seasoned pro or just starting out, this guide equips you with proven tactics to captivate audiences and drive results. 

Don't miss out – download the free guide today and start making waves on the world's fastest-growing social platform!

^{BRAND OF THE WEEK}

Single & Fat

Introducing this week's standout brand: Single & Fat. Their take on olive oil is anything but ordinary. With a name that's bound to turn heads and a commitment to quality that's unmatched, they're making waves in the culinary scene.

Imagine this: artisanal olive oil, made batch by batch, delivering those healthy fats we all love. But what sets Single & Fat apart is their bold approach to branding. They've turned a kitchen staple into a conversation starter, with a name that's as memorable as it is cheeky.

Based in the trendsetting hubs of New York City and LA, Single & Fat is all about catering to the urban elite. They're shaking up the olive oil game, proving that even the most traditional products can undergo a modern makeover.

So, if you're looking for inspiration on how to disrupt an industry, look no further than Single & Fat. They're a prime example of how a fresh perspective and a bit of audacity can transform the mundane into the extraordinary.

^{A special note from our sponsor HubSpot}

Calling all marketers!

Are you ready to conquer TikTok for business? Discover the ultimate playbook in HubSpot's Guide to TikTok for Business for Marketers.

Unleash the power of TikTok's 3 billion users and revolutionize your marketing game. 

Whether you're a seasoned pro or just starting out, this guide equips you with proven tactics to captivate audiences and drive results. 

Don't miss out – download the free guide today and start making waves on the world's fastest-growing social platform!

Navigating DTC: Lessons from London's emerging brands

In the ever-shifting terrain of fashion, London's up-and-coming labels are forging a new path, embracing DTC strategies with gusto. Here's a closer look at the vital lessons we can glean from their journey:

1. Shifting tides: The recent upheaval in key retail players like Matches has sent shockwaves through the industry. Coupled with a dwindling faith in luxury e-tailers, wholesale is no longer the guaranteed route to success. As a result, emerging designers are recalibrating their approach, turning towards DTC as a beacon of stability and control in uncertain times.

2. Embracing DTC: Take Clio Peppiatt, for example. Despite initial skepticism about the online retail space, Peppiatt's bold move into DTC has paid dividends, with a staggering 80% of her revenue now coming from direct sales. It's a testament to the power of embracing change and charting one's own course in the digital age.

3. Customer connection: In the age of algorithms and automation, genuine human connection is more valuable than ever. Brands like Marfa Stance and Completedworks understand this implicitly, prioritizing personalized interactions and active listening to cultivate a loyal customer base. It's not just about making sales—it's about forging lasting relationships built on trust and authenticity.

4. Blending channels: While the allure of DTC is undeniable, some brands are finding success in striking a delicate balance between wholesale and direct sales. By leveraging both channels effectively, brands like Completedworks ensure maximum visibility while retaining control over their brand narrative and customer experience.

5. Physical experiences: In a digital-first world, the importance of physical touchpoints cannot be overstated. Showrooms, pop-ups, and immersive experiences offer brands the opportunity to connect with customers on a deeper level, fostering a sense of community and belonging that transcends the virtual realm.

6. Smart inventory management: In the high-stakes game of retail, inventory management is the name of the game. By embracing strategies like pre-orders and limited stock runs, brands can mitigate risk and avoid the pitfalls of overinvestment, ensuring financial stability in uncertain times.

7. Reality check: As luxury sales face unprecedented challenges, now is the time for a sobering reality check. DTC isn't just a trend—it's a lifeline for brands navigating choppy waters. By embracing change, investing wisely, and staying true to their values, London's emerging labels are proving that the future belongs to those bold enough to seize it.

In essence, London's rising stars are rewriting the rules of the game, proving that in today's landscape, DTC isn't just a strategy—it's a mindset. By embracing innovation, fostering genuine connections, and staying agile in the face of adversity, they're paving the way for a brighter, more inclusive future in fashion.