What do customers expect from their brands in the midst of a coronavirus?
El 13 de abril de 2020 se cumplieron 60 días de la primera muerte por coronavirus en España. Me gusta considerarlo el inicio de la crisis, ya que la llegada de una víctima mortal convierte cualquier conflicto en una crisis. Desde entonces se han sucedido tantas cosas, a velocidad acelerada, que parece que han pasado […]
Did you change your preferred brand for environmental reasons?
Boston Consulting Group (BCG), Global Fashion Agenda (GFA), and Sustainable Apparel Coalition (SAC) have published a new edition of Pulse of the Fashion Industry, a report that annually evaluates environmental and social factors of the fashion industry in terms of Pulse Score (sustainability indicator used in the report). Madrid, 20 August [...]
Digital native brands
In recent years we have seen numerous examples of digitally native vertical brands proliferating on the Internet: digital native brands that are born on the Internet, live and grow on the Internet, with a lower risk business model, easier to launch and proposals that engage with digital consumers. These are brands such as Allbirds (shoes), [...]