Laura Leiva

Laura Leiva is a freelance writer + and journalist exploring the intersection and trends between eCommerce, retail, and the creator economy.

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Beauty brands are (Finally) turning to male influencers
As more brands aim to gain attention from Gen Z consumers, cosmetic brands are branching out and finally tapping into the appeal and audience of male beauty creators.
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What responsibilities do sustainable brands have to educate (without) alienating customers?
Striking a balance between creativity and appealing to customers is often a tenuous one for marketing teams.Add in the massive competition for traffic and sales, and you might find a brand or two swinging for the fences only to end up striking out spectacularly.
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Influencers are changing the niche fragrance game
Regardless of whether or not fragrance advertising makes sense, they are successful in two notable factors:They get attention, and consumers talk about it. Plus, because celebrities are often the face of legacy perfumes, they offer consumers a point of reference when recalling a brand. It might be daunting for niche or indie brands to go head-to-head with an established brand. But there’s good news: consumers want products that fit their needs individually.
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Where are brands finding new talent? Hint: It’s not LinkedIn
There’s been talk about ‘Quiet Quitting’ and the ‘Great Resignation’ over the last two years, which means brands wanting to fill positions and needing employees have to take a good, hard look at what they’re offering how they’re reaching potential candidates.
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Want to work with effective creators and influencers? Get them to opt-in
Content creators are worth their weight in gold when the relationship is authentic. And while you might get lucky reaching out to creators who are fans of the brand and willing to provide content for your different marketing channels, there’s a more effective way to get creators on board who will bring the excitement and authenticity you want (and need): getting them to opt-in.
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Marfa Stance is transforming activewear one modular garment at a time
The popularity of activewear has been on a steady rise over the last five decades.From wearing velour tracksuits and leotards in the 70s and 80s to bike shorts and yoga pants in the 90s and 00s, there’s a theme: people want to dress comfortably. One problem is how do you dress for an active (or leisurely) lifestyle and still look polished?
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Is the Metaverse the future of fashion?
During the Drapers Future of Fashion conference in June 2022, Hilsum, the senior director of product innovation for the luxury fashion global platform Farfetch, took it a step further and shared that the metaverse (along with developing technology) will be “the next stage of luxury shopping.”
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Is UGC oversaturated? Not even close.
The popularity of UGC has grown exponentially over the last few years. However, as with all things, there’s an abundance of UGC creators working to connect with brands and provide a service.
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What’s your sign? How brands are using astrology to start a conversation
Gone are the days you’d only find a generic horoscope at the back of a gossip magazine. Now, you can shop for candles that speak to your zodiac sign or even order a fast food meal that aligns with your vIbEz. In other words, astrology is undergoing a marketing makeover.
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Influencer and publisher whitelisting is all the rage: And it works!
Always looking for emerging marketing techniques, operators are backing a new tactic referred to as whitelisting, creator licensing, or creator listing.
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From DTC to retail: How brands are migrating into big box stores
As more and more DTC brands start moving into retail stores (and legacy brands move toward adding a DTC arm to the company), there’s going to be a blurring of the lines – making it essential for brands to incorporate a variety of sales channels into a strategy in order to remain competitive.
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How to take product sampling into the eCommerce space
ECommerce brands are slowly taking product sampling into a digital space—but how do you take a traditionally physical marketing tool and translate it into an online one?
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To subscribe or not: should your brand offer subscriptions?
Subscriptions aren’t a new concept. The printing industry has offered subscriptions to publications for generations.
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Think it’s time for a reinvention? Brand collaborations is the way to go
Sometimes, a brand collaboration doesn’t make sense at first but when done, has the potential to build momentum and popularity.
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The shift from Influencer to Creator: what does this mean?
In the ever-moving social media landscape, things move so quickly and so subtly that unless one is paying attention the changes are easily missed.
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The new Creator manifesto
It’s time to make way for the independent creator and here’s how they’re going to do it
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The creator middle class: A new wave of creators is here (plus, how brands can work with them)
Some of the best creators don’t have celebrity status. Do they need it? Not really.
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Standing out in a DTC saturated market
When everything around us seems to be changing at warp speed, it makes sense that consumers place importance on more things than just affordability. So, what do consumers want now?
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Pop-up Shops: Are they worth trying—and could it work for your brand?
For brands, having a limited-time pop-up experience helps create a buzz around new products
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Podcasts: The new frontier for brands and creators
Podcast creation is on the rise and there’s no indication it will slow down anytime soon. Over the last handful of years, podcasts have picked up in popularity for a few reasons:
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Are you combining online shopping with social media? Here’s why you should
Brands using social media to sell products are bringing in a whopping $90 billion—and it’s projected to hit $605 billion within the next seven years.
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How brands are reaching more customers through same-day delivery
Incorporating same-day delivery services into a brand strategy might be worth looking into if you want to go a step further with the convenience factor.
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Influencer Marketing is creating a demand for related jobs
Creators are an essential part of marketing – it’s time to give them the attention and resources they deserve
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How TCHO and Cancelled Plans are working through supply chain challenges
The supply chain crisis and port congestion have created issues far beyond just waiting for materials to arrive.
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How Scotch & Soda went from wholesale to global DTC brand
Retailers who face a decline in sales or foot traffic—especially once consumers get back in-store—will need to shake things up if they hope to compete with brands like Scotch & Soda.
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How do brands like Peloton deal with an unexpected PR crisis?
So, what happens next for Peloton and how do brands come back after being skewered in the court of public opinion?
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How Creators and Brands are tapping into the power of Twitch, Discord, and Reddit
How do these new platforms factor into the creator economy, and, better yet, what does that look like for both creators and brands? Let’s explore.
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How brands like Parachute and Sweetgreen are embracing chaos
Instead of traditional campaigns, brands are embracing general upheaval, changes in the workforce, managing supply chain issues, and are going toe-to-toe with brand competitors.
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Fly by Jing, Rebecca Minkoff, and other creators are using OnlyFans. Should you?
OnlyFans is gaining traction for creators in other areas—namely mental health, fashion, food, and beauty.
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BURN!: Are brands trying too hard (And is everyone over It)?
In today’s world, most of us will take a bit of humor anywhere or any time we can get it, right?For a lot of online users, that humor comes in the form of spicy takes and roasts – the bigger the burn the more engagement, likes, and comments a brand will get.
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Building brand loyalty: retaining your best customers while creating a lasting community
It’s no secret that shoppers continually return to brands they love and trust
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Brands like Starbucks, oVertone, and Nike + Run Club are using gamification to boost customer experiences–will it work for you?
Retail brands are starting to implement gamification features. So what does that mean for everyone else?
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Are teen magazines back? How TooD is reinventing them (with a twist!)
Designed to cultivate engagement around various topics while highlighting related products, TooD Beauty is using nostalgia for teen magazines to create content for both the website and social platforms.
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Anine Bing: From Influencer to Global Brand
From the editorial feed to classic styling, Anine Bing Official strikes that perfect balance between curated feed and the use of trending tools to keep followers engaged and interested.
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Abercrombie & Fitch leverages TikTok to stage its comeback
From bringing attention to legacy brands and making them cool again (hello, Vaseline) TikTok has been a boon to brands who know how to use the platform and tap into various markets. For Abercrombie & Fitch, that meant leaning into the power of TikTok to build brand awareness in its target market: Gen Z and millennials. For millennials, it might be playing a bit on the nostalgic factor.
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5 reasons customers abandon carts, and how to stop it
There’s nothing worse than getting customers to that final checkout page only to have them leave and shop elsewhere.
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