Page 8 - Ragtrader Magazine April 2020

8 APRIL 2020
7NEWS
WWW.RAGTRADER.COM.AU
Localisation proves successful for Under Armour
The Australian division of Under Armour is the first market outside of the US to localise the new The Only Way Is Through campaign. Highlighting and profiling Australian athletes Sally Fitzgibbons, Chloe Logarzo and Danielle Scott, Under Armour ANZ brand mar- keting manager Elise Stacy told Ragtrader the localised element is proving successful. “One of Under Armour’s key objectives for the brand in 2020 is to continue our momentum in increasing awareness and consideration among focused performers. While we are looking at growing this across all subsets within this segment, we understand there is a specific need to speak directly to ‘her’ which is why consum-
ers will see this localised version of The Only Way Is Through.” Stacy said the focus is to drive further engagement and conversion with brand and product across social and eCommerce platforms. “Whilst it is still early, our local The Only Way Is Through campaign is currently tracking to be one of our highest-performing and successful campaigns to date,” she said.
TikTok Australia reveals top three tips
for fashion brands
TikTok Australia has revealed to Ragtrader
the three most important things fashion
brands need to know before getting on the
platform. As the popularity and advertising opportunities of the video-based app booms,
a TikTok spokesperson said brands need to
consider learning the intricacies of the plat-
form before starting an account. “TikTok
is a platform for creative, fun and positive experiences – brands we see having the most success are those that embrace the creativity and authenticity of the TikTok community. A good starting point for any brand looking to build a presence on TikTok is to spend time understanding the platform and short-form video – look at what the trends are, how the community creates con- tent and how users engage with other creators, challenges and brands.” The spokesperson pointed to Showpo CEO Jane Lu’s account as a good example for brands to follow. “We’re really impressed with how founder, Jane Lu, huma- nises the business of fashion with quirky and relevant con- tent.” As a final tip, TikTok Australia said brands need to embrace storytelling on the platform. “Best practice for marketers is to stay true to their brand and tell their story how they want it told while also thinking about TikTok’s unique format and the way people use it.”
Wittner reveals 20,000 pairs were tested before launch
Footwear label Wittner is one of the first Australian shoe businesses to intro- duce a 100% recycled and 100% recyclable shoe box to the market. The Eco-Shoebox forms part of Wittner’s larger sustainability strategy and has been in the works for the past 12 months, Wittner director Debra Wittner
revealed to Ragtrader. “We started researching this about one year ago and we needed to consider supplier selection and compliance, durability, qual- ity and consistency for our design. It took six months to find a supplier that met our (high) sustainability standards. We sampled many prototypes from different resources in order to select the most suitable manufacturer. We made 12 prototypes before we were satisfied with the final product,” she said. Wittner adds that during that process, many changes were made to the design. “The changes that were made were both practical and increase the sustainability elements. We adjusted the design to carry the weight of shoes when stacked on top of each other in a stockroom, we changed and improved the quality of the paper to ensure the traceability of the materials used. Before we launched it for every product, we ran a trial in stores of 20,000 pairs to make sure we and our customers were happy and there were no manufacturing faults.
We have had overwhelming positive feedback and support,” she said.