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Behind Vera Bradley’s brand turnaround strategy to reach Gen Z

Inside Retail

By fiscal 2013, Vera Bradley was generating $541 million in annual revenue, but this proved to be the peak, and the brand found itself rapidly shrinking after this point. Annual revenue hit a low of $416 million in 2019 and has been up and down since Covid, but consolidated net revenue was $470.8 How did Vera Bradley fall off?

Strategy 130
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Modibodi names Kerry Cusack as executive director

Inside Retail

Based in Modibodi’s Head Office in Sydney, she will be responsible for leading the Modibodi global team, strategy, and execution. Founded in 2013 by Kristy Chong, Modibodi pioneered life-changing leakproof apparel for periods and incontinence including underwear, swimwear, activewear, and maternity wear.

Apparel 245
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The direct-to-consumer shift: Here’s how brands can capitalise on the boom

Inside Retail

We are witnessing rapid growth in direct-to-consumer (D2C) sales by brands. Prominent examples include PepsiCo, which has launched two direct-to-consumer websites selling pantry staples and snacks, and Heinz, which now sells bundles of products from its “Heinz to Home” websites in several countries including Australia.

Consumer 130
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How True Religion aims to be the latest Y2K-era brand to make a comeback

Inside Retail

By 2013, the company reached peak profit, when it hit $490 million in revenue, after nearly tripling sales between 2007 and 2012. So, what is driving the renewed consumer interest in True Religion today? Inside Retail connected with the CMO to delve into the details of True Religion’s millennial and Gen-Z-geared marketing strategy.

Strategy 130
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Rebel and innovate: How Nike’s storytelling strategy works

Inside Retail

As always, the truth resides with the consumer – in this case, runners (elite runners especially) were telling us they wanted more from their running experience. The Nike Run Clubs (NRC) were proving to be a powerful consumer experience. There’s nothing like a challenge. To turn the tide, it was clear we had to think differently.

Strategy 130
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Modibodi was a pioneer in period underwear. Can it reinvent itself for Gen Z?

Inside Retail

When Modibodi founder Kristy Chong launched the brand in 2013, the period underwear category was in its infancy and many people still considered periods and bladder leaks to be taboo topics. The business is also ramping up its retail distribution strategy. It’s not just a new advertising approach.

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How Castlery came back from the brink to disrupt the furniture industry

Inside Retail

Declan Ee: When we started in October 2013, there were four of us in a tiny, 84sqm basement, trying to build a global luxury brand. The first is what happened to consumer behaviour. The definition of home changed during Covid – suddenly, consumers had no choice but to buy online. How did you capitalise on that?