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Brands of all types are struggling with their marketing during the coronavirus pandemic. “[Wellness brands] have to be really careful that they tread very lightly right now, but the wellness and meditation and calming stuff is fair game, and they should lean into that,” said Allen Adamson, co-founder of Metaforce, a marketing Read more…

How luxury knitwear brand St John is reinventing itself under Chinese ownership, and pivoting from power dressers to modern multitasking women

The luxury fashion market has changed and this label knows they must evolve as well. “There are fundamental headwinds that make it about more than just figuring out a new style or look,” says Allen Adamson, co-founder of Metaforce, a branding and marketing consultancy. “Typically, when a brand loses its Read more…