Marketing with Wharton's Hip Hop Prof

This week we are joined by Elissa Bloom of the Philadelphia Fashion Incubator to discuss a few unique concepts in Fashion today. Elissa brings a unique and fresh understanding to the world of fashion and business and within her company manages all aspects from design, sourcing, manufacturing, marketing, sales, and distribution.Within the Incubator program, some new interesting products have launched during the pandemic. One unique product is the Juno Jones Safety Boot which is targeting a relatively untouched market with women who work in construction, engineering, architecture, and all kinds of hazardous industries. The boots a brainchild of Emily Soloby, a designer-in-residence at the Philadephia Fashion Incubator joined the incubator to take the boots "from an idea to a powerful reality".While creating the boots Soloby created a private Facebook group penned 'The Hazard Girls' and simultaneously built a target group in which would benefit from the creation of her boots that also allowed them to provide feedback to the creation of the boot. She really took her product marketing to the next level.

Retail Dive's Cara Salpini joins the Marketing Matters show to discuss Hit or Miss: Here we describe Victoria's Secret's new brand direction in their attempt to return to the runway. Victoria's Secret wants to get back on the runway - but in a more relevant way. Over 20 years the annual fashion show where the VS Angels flaunted bedazzled bras and lacy underwear ran but was ended after its December 2018 show when it suffered the worst ratings in its history. Victoria's Secret has now replaced its Angels with brand ambassadors who represent all body types and ages. While in-store the brand is also refreshing by using plus-size mannequins and updated fixtures. The seven founding ambassadors feature soccer star Megan Rapinoe; actress and businesswoman Priyanka Chopra Jonas; models Paloma Elsesser, Adut Akech, and Valentina Sampaio; professional skier Eileen Gu; and Advocate Amanda de Cadenet. Will Victoria's Secret new direction be an authentic change or a disaster in the making?Next, we discuss Reebok and the opportunity this brand now faces to reinvent itself. Adidas has owned Reebok since 2006 but after several years of revenue decline, Adidas announced that it would sell the business in December of 2020. Now, Reebok has been purchased by Authentic Brands Group (ABG) it now looks to re-invent itself to benefit from the ever-changing consumer environment.

Adweek's Robert Klara joins the Marketing Matters show to discuss Hit or Miss: Two very interesting collaborations with Gap X Yeezy and Swim Soups by Panera. In an attempt to revive itself, The Gap Brand has teamed up with Kanye West and Yeezy, his fashion company for a new clothing line called Yeezy Gap which launched in the first half of 2021. The overall mission was to create 'modern, elevated basics for men, women and kids at accessible price points." The line which is featured both at Gap Stores and online launched first with a bomber jacket that sold out in mere minutes and retailed for $200.The next collab might have you saying, 'what?!" In July Panera launched the Swim Soup Collection that featured four swimwear styles - two one-piece bathing suits and two pairs of swim trunks that pay homage to your favorite menu (soup) items. The collection was available for a limited time online only and retailed at $25 and sold out in less than a week.