Marketing
Key Marketing insights for 2025
Savvy Collaborations
Brand collaborations are becoming increasingly popular, and by 2025, they’re expected to play a major role in driving innovation. By teaming up with complementary brands, businesses can create unique products and experiences that neither could achieve alone. Partnering with brands that share a similar sense of luxury and exclusivity can also boost a company's prestige. These collaborations not only bring fresh ideas but can also serve as a gateway to new markets and audiences. Notable 2024 collaborations include Gap X Cult Gaia, Diesel X Savage X Fenty, SKIMS X Lana Del Rey, and Jacquemus X Nike Swoosh.
Brand Heritage & Storytelling
Brand storytelling and heritage are regaining importance as consumers seek deeper connections and authenticity. Marketing now focuses on emotional appeal, often highlighting the personalities behind brands in relatable ways. Luxury brands like Hermès use stories rooted in craftsmanship, while Tiffany & Co. has successfully balanced its heritage with fresh campaigns featuring stars like Jay-Z and Beyoncé to engage a new generation. These strategies showcase how storytelling can highlight a brand’s unique qualities while building stronger consumer relationships.
Underconsumption is rapidly emerging as a key trend, with mentions on TikTok soaring by 40,000% this year. Consumers, particularly Gen Z, are prioritising mindful consumption, valuing longevity and sustainability over frequent purchases, while rejecting fast fashion and excessive consumerism. AI is enhancing this shift by helping users make smarter choices and improving self-awareness. Brands like Skims and Abercrombie & Fitch have embraced this trend by collaborating with influencers to create engaging videos showcasing capsule wardrobes featuring their clothing lines.
Underconsumption & Strategic Indulgence
Personalisation has been a key focus in brand marketing for years, but advancements in technology are unlocking new opportunities, particularly through AI-powered hyper-personalisation. This cutting-edge approach allows brands to deliver real-time, tailored experiences, from dynamic website content and customised email campaigns to highly targeted video marketing. With AI analysing consumer behaviour and preferences, brands can create more meaningful, relevant interactions that go beyond traditional personalisation methods.
Personalisation