There are businesses for which the brand is sacred. Although fashion changes every season, the brands remain the same.
Maybe they are the guarantee that the expensive handbag you buy this season will be able to be worn unironically for two more seasons. Then, maybe in a few years, you will take the item out of your closet as a vintage item, which will further telegram marketing confirm that you have style.
The whole of this expensive experience is guaranteed by a strong brand, without which overpaying for a given product 3 or 10 times loses its meaning for the consumer. That is why operations on strong brands are so risky. You can remove the wrong organ or cut some expensive nerve.
The coming wave of progressive values and slogans represented by business was one of the most important trends we predicted for 2020. It seems that 2024 will bring the exact opposite direction, which is heralded by the turnaround at Victoria’s Secret, which we are writing about today.
Contents:
- Victoria’s Secret and Image Problems
- Tech Industry Turns Away from WebSummit
- Influencers on LinkedIn
- ByteDance has an offer for companies
- Google’s AI Search Engine
- Shopping at the Netflix store
- Microsoft (Finally) Acquires Activision Blizzard
- Meta and TikTok without ads?
- Dollar per year for account X
- How is Threads doing?
- Billboard with Guinness record
- Shorts
- Weekly Tool
- What to write about on LinkedIn? Knowledge from a blog
Victoria’s Secret and Image Problems
Some time ago, Victoria’s Secret decided to change its hypersexual image in order to appeal to a wider audience, especially younger consumers from Gen Z, who value diversity and inclusivity. The brand has conducted a series of campaigns featuring not models who meet strict standards of beauty, but women from the world of sports, such as Megan Rapinoe, Naomi Osaka and transgender model Valentina Sampaio. However, it seems that the positive reactions to the change in image have not translated into sales. According to forecasts, the brand will earn $6.2 billion this year – a decrease of about 5% compared to 2023 and significantly less compared to 2020 (revenue was then $7.5 billion). It seems that the company is taking a step back – the new campaigns of the brand once again feature models of the type of former “angels”. The brand’s goal is to “improve profitability and achieve annual sales exceeding $7 billion”. The brand will launch sportswear and swimwear and also plans to refresh existing stores and open 400 new ones outside the US.
Tech Industry Turns Away from WebSummit
Major players in the tech industry (including Garry Tan, CEO of Y Combinator) are withdrawing from Europe’s largest and most important technology conference, Web Summit, after its CEO and co-founder, Paddy Cosgrave, criticized Israel’s actions in for example, assuming you invested response to the Hamas attack in a post on X. A dispute erupted on social media over Cosgrave’s comments, with internet users debating whether the tech industry should meddle in politics and whether its representatives should speak publicly about current affairs. The CEO of Web Summit finally apologized on Tuesday for his comments about the conflict.
Influencers on LinkedIn
Marketer Zain Kahn claims to earn more than $1 million a year in advertising, largely thanks to his hundreds of thousands of social media followers. But he doesn’t sell products to fans on TikTok or Instagram. Kahn is one of the new “influencers” on… LinkedIn. In about a year, the influencer marketer has amassed 772,000 followers on the site. He uses LinkedIn, from which he doesn’t directly earn money, to promote his AI newsletter, thus attracting advertisers. “The audience on LinkedIn is much more valuable than on other platforms,” he says. As you can see, LinkedIn has gone from being a job board to a lucrative canada data channel for a specific group of influencers who create content in the areas of career and development, but not only that.
ByteDance has an offer for companies
CapCut for Business is a new offering for companies on TikTok that is designed to help them create professional video ads and other content. Previously, the tool was available to “regular” users of the platform. It is clear that the attention of TikTok’s owner is shifting from consumers to companies.