Publication: Adweek https://www.adweek.com/commerce/
Adweek is a publication that focuses on many different sectors in the business field. Ranging from commerce to retailing to mergers and acquisitions, this publication has a lot to offer. I have become a subscriber to this publication, which thankfully, is free for UF students. Since there are so many sections of this publication, I chose to focus on the retail marketing side for my first entry. Entry #1: Retail Marketing News The most recent Retail Marketing News Publications
Original Curly Queen Tia Mowry on Simplifying Haircare
Ikea Invented a Fake Brand to Change Perceptions of Its Kitchens
Walmart and Andy Cohen Team Up for Drama-Free Quitters Day Campaign All three of these articles discuss their marketing strategies and techniques/reasons behind why they made the choices they made. One of the three articles I used was about a small business that partnered with a larger corporation to launch an affordable product line designed for a specific group of people. The other two articles discussed larger companies and how some of the recent marketing choices they made to gain popularity and discussion around their brand. Between clickbait and brand partnerships, bigger businesses can use their resources to their advantage to help market themselves. Over the last few years with the rise of social media marketing, small businesses have had to become very creative in the ways that they market their products. Customers tend to look for products that are going to simplify their lives by making various everyday tasks easier. That was the goal of 4U by Tia Mowry. She created a haircare line in partnership with Walmart, that would make maintaining and styling extremely curly hair easy and much more affordable. “I felt like simplicity was missing in the markets” Mowry believed. And with the creation of her line, simplicity was added. Since she found a specific solution to an issue she too faced, her brand was curated to fit her and other people with very textured hair needs. With the help of Walmart, she had resources available to her to market her haircare line. She advertised to the group she knew she could sell to make her brand popular in the community and profitable as well. I liked learning about this company and how she grew and created her business. When curating a company, I have learned it is important to ensure that the products the brand is selling have a purpose in a specific community and I believe these products perfectly fit into their community. The way a brand markets its products is necessary to its success, so it is important that brands can find their niche to be able to market their products.
