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Check out Morgan’s Marketing Minute below.
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How many products are in your skincare routine? One study found that, as a result of the pandemic’s disruption of the beauty and skincare industries, consumers are adding more products to their routines (Chan et al., 2025). This has only been further normalised as a result of the rise in popularity of K-beauty brands, of…
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A few years ago, I wrote an article about Gen Z, the heritage bag brand Coach, and its parent company, Tapestry. Today, I wanted to revisit the brand to examine its current relationship with the generation and evaluate whether it has had success in its brand-building activities and its Coachtopia brand extension. COACH’S CURRENT STRATEGY…
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Film marketing has always followed a particular routine, one we all know well: audiences are greeted with a trailer, various ads on traditional and digital channels, some promotion featuring the film’s stars, and, hopefully, a box-office hit. But with the rise in the average cost of moviegoing and the continued success of film and TV…
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