<\/p>\n
\n\tFashion is increasingly appealing to consumers \u2014 and investors \u2014 by very consciously inserting itself into the cultural conversation.<\/p>\n
\n\tIt\u2019s not the culture war that\u2019s overtaken politics, but a war to win in the broader culture.<\/p>\n
\n\tAnd it was in full effect as chief executive officers from some of the industry\u2019s biggest companies made their pitch to investors during Day One of Goldman Sachs\u2019 annual retail conference on Monday.<\/p>\n
\n\tRichard Dickson, CEO of Gap Inc., crowed: \u201cThree years ago, if we said Gap brand was going to be one of the fastest-growing brands and trending brands on TikTok, I don\u2019t think anybody would have believed us. But here we are.<\/p>\n
\n\t\u201cIt\u2019s a testament to the execution of our playbook,\u201d Dickson said. \u201cOur team, in particular, has been relentless and focused not only from a product perspective, which you\u2019ve seen get enhanced, but as well in executing against that playbook with culturally relevant narratives.<\/p>\n
\n\t\u201cWhen you look at our product, the culturally relevant storytelling that we\u2019ve been doing and the drumbeat of that experiential moment that ultimately drives traffic \u2026 we need to be at the speed of culture,\u201d he said.<\/p>\n
\n\tGap struggled, for decades really, to get back the cache it had in the late \u201990s, when the brand was cool and business was hot.<\/p>\n
\n\tDickson has succeeded in bringing back at least some of the old magic and is looking to keep it flowing.<\/p>\n
\n\t\u201cGap is in the zeitgeist. It is part of the cultural conversation,\u201d he said. \u201cAnd through that, we\u2019re attracting incredible partnerships. We\u2019ve got super influencers and great tastemakers \u2014 and all of the attractive ways that we\u2019re driving cultural relevance, that drives revenue.\u201d<\/p>\n
\n\tAt Tommy Hilfiger and Calvin Klein parent PVH Corp., CEO Stefan Larsson is working to rev up a very different company with some of the same cultural magic.<\/p>\n
\n\tWhen Goldman analyst Brooke Roach asked Larsson for \u201cthe most important proof points\u201d that PVH is \u201centering a period of sustainable growth and margin expansion,\u201d the CEO leaned on the importance of cultural connection.<\/p>\n
\n\t\u201cCalvin Klein in over the past few years has become \u2014 we have built up to the most followed and engaged brand in fashion of all our competitors in social media, all platforms,\u201d Larsson said. \u201cAnd Tommy is the third most engaged and has the biggest reach on social media.<\/p>\n
\t\t\t\t\tStefan Larsson<\/p>\n
\t\t\t\t\t\t\t\t\tcourtesy<\/p>\n
\n\t\u201cWhy that matters and what makes us excited today is that social media engagement has built real strength with a young customer,\u201d he said. \u201cThen we see the traffic to e-commerce going up significantly. \u2026And then you see that translate to midsingle-digit growth in e-commerce.\u201d<\/p>\n
\n\tCalvin Klein\u2019s global campaigns have featured BTS star Jung Kook and Barcelona soccer player Raphinha while Tommy Hilfiger has partnered with Liverpool Football Club, the Cadillac Formula 1 Team and featured Travis Kelce, tight end for the Kansas City Chiefs.<\/p>\n
\n\t\u201cThe brands are more relevant than any time before,\u201d Larsson said. \u201cThe brand following is bigger than the business performance. And it\u2019s our job now \u2026 to build the business.\u201d<\/p>\n
\n\tAlso out courting investors at the Goldman conference was Ed Stack, executive chairman of Dick\u2019s Sporting Goods Inc., who hyped the company\u2019s mega House of Sport, which hits another cultural touch point in what\u2019s been a busy year for athletics.<\/p>\n
\n\t\u201cMall developers love House of Sport,\u201d Stack said. \u201cThey want a House of Sport in their mall, whether it\u2019s replacing a vacant Sears department store, Penney\u2019s department store\u2026the traffic that\u2019s brought in there, the different consumer that comes in there, has been phenomenal.\u201d<\/p>\n
#Brands #Battle #Consumer #Connection<\/p>\n","protected":false},"excerpt":{"rendered":"
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