Posts tagged consulting
Athleisure: 4 things sweatpants can teach us about branding

“Sweatpants are a sign of defeat. You lost control of your life so you bought some sweatpants.”
- We all know it: The famous quote from the world-renowned fashion designer Karl Lagerfeld, who recently passed away.

Despite the designers’ strong opinion about casual attire, sweatpants, leggings, and sneakers have long become essential garments in our everyday lives, regardless of whether we go shopping, for a walk or to work.

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Local Soccer Club or Unicef – Who Do You Support? 

Thriftiness is deeply entrenched in the German culture. Privately (and on state level, too), many people keep a nest egg in the bank or at home – you just never know when your washing machine has done its final load or if your car lets you down on your way to Tuscany. This German habit of saving money is often criticized internationally with regard to the world economy, and it has birthed the exhibition “Saving – History of a Germany Virtue” at the German Historical Museum in Berlin. But even though Germans like to keep their money close, there is one area they are continuously generous in, and that is donating.

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The Future of Retail

It doesn’t come as a surprise that the retail sector is still suffering from sales losses due to online giants such as Amazon. In the US alone, Amazon recorded more than 94.7 billion online sales – that is 70% of its total revenue, according to eMarketer. Chris Anderson explains in his book “The Long Tail” what those figures mean for the retail sector: it is about time for retail to move away from the classic model of selling only a small number of products and moving toward a system of billions of niche products. Anderson describes the future of retail as “selling less of more.” 

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Sustainability Under the Microscope

Businesses and brands don’t tire of touting their sustainability projects when they want to shine a light on their resource-efficient, future-oriented, and socially responsible companies. Often, they feature in industry magazines which describe in impressive detail why company X won sustainability award Y or certificate Z. Those articles tend to be accompanied by impressive photographs of those glamorous award nights. 

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Why May 25 Will Change the Game

After Mark Zuckerberg’s appearance before the US Congress for Facebook’s data-mining practices, one could say that the European Union has its finger on the pulse: As of 25 May 2018, the EU’s General Data Protection Regulation (GDPR) will come into effect. You might have heard about it in the news recently. But do you know in detail what the GDPR is about and how it may impact your business?

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Do You Speak Sneakers?

Sports and technology have long fused and become one. Just remember the Sydney Olympic Games in 2000: The introduction of high-tech swimsuits caused much uproar because they enhanced the athletes’’ performance disproportionately. Until 2009, 43 new world records were set which, in all probability, wouldn’t have been possible without the high-tech gear – which eventually resulted in the ban of those full-body swimsuits. The tragedy for all following athletes: Despite the ban, the new world records remained in place.  

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It's a Numbers Game

It is no longer a secret that the demographic change is in full swing. In western countries, today’s women and men get to live, on average, 86 and 81 years. The economy already feels the impacts of this increase in life expectancy which has prompted the European Union to start a project called “Best Agers” – an initiative that aims to leverage the experiences and expertise of the 55-year-olds and over for the economic and social benefit of us all.   

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Are You Online?

Gone are the days when it sufficed to offer customers the corresponding care product when they bought a new pair of runners. If retailers today want to provide additional value to their customers at the point of sale in the form of add-ons, they need to come up with new strategies – because buyer behavior has drastically changed since the advance of digitization.

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