Marketing

’60s rebel child Dr Martens stomps its footprint worldwide; a psychedelic punk pivoted by private equity

Made famous by Pete Townsend of the Who, who famously wore Dr Martens on stage when rebelling against flower power fashion and the flamboyant colours of the psychedelic era. The dark, drab boots were originally conceived in the late 1940s, and sold primarily to Britain’s working classes. Today the brand tries hard to stick to …

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Fashion icon SuperDry bets big on Oxford Street whilst secretly battling another trademark rival

SuperDry is the tale of a British company that masquerades as a Japanese icon. It is ironical that for those of us who live in Japan, there are no SuperDry clothing stores. Founded by an entrepreneur who took a liking to Asahi SuperDry, the brand leverages SuperDry’s image and is especially popular in western markets. …

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Whilst GoPro’s footage is epic, its growth is slow-motion. Is it time for the founder to exit?

I confess to being a GoPro user. Their small action cameras are a self indulgence which I mainly use on snowboard trips, though I did once record a webinar video on one. At GoPro’s peak in 2015 the company sold over 6 million cameras a year. Unfortunately that number is now less than half. The …

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Nestlé’s cash cow partnership with Starbucks: a dream made in heaven

As some of you may know, I’m a former Nestlé executive. I learnt a lot there, met many great people and parted on good terms several years ago.  Whilst I follow many companies in the consumer products industry, one I follow very closely is my former employer. Last week Nestlé produced very strong third quarter …

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Photo Genevieve Perron-Migneron

Trade show anybody? All’s quiet in the exhibition industry

Trade shows were a regular feature of corporate marketing pre-Covid. They served as a reminder to key customers of a company’s stature, staff members loved the travel and socialising; and Government agencies, anxious to please, found them a great way to promote a large number of SMEs all at once. Exhibitions and events were big …

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Is Peleton pedalling fast enough on exports to boost its share price?

It’s a brand that has yet reach its 10th birthday but has revenue over $1.8b. No mean achievement especially in a niche category: high end exercise bikes and treadmills. Peleton’s bikes sell for between $1900 and $4300, it has 5.4m members, and sells monthly memberships between $13 and $39. Peleton, listed on the Nasdaq, was …

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Photo Kentaro Toma

Despite sales dropping 30% in the pandemic, Eataly presses ahead with international expansion

How does one describe Eataly? For some it’s a foodie’s haven, for others an emporium of restaurants, shopping and culinary classes. A less favourable and cynical comment I heard was ‘Disneyland for pasta.’  Founded in 2006 in Moniticello d’Alba, the business has over 40 stores in over 18 countries. Its most successful market by far …

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Who works achieves and who sows reaps. Middle East critical for Aston Martin’s survival

Made famous by James Bond, Aston Martin’s success is now dependant upon a Canadian billionaire, Daimler Benz and Middle Eastern sales. After a much vaunted 2018 IPO, the business subsequently stumbled and in 2020 received three capital injections. In the latest twist, Lawrence Stroll of F1 fame took a 25% share along with Mercedes who …

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