Hi, First name / friend

 

How are you? We hope you're enjoying a very mindful, very demure summer.

 

Firstly, here are six things on our radar this week - 

 

The M&M owner Mars is acquiring ex-Kellogg company Kellanova in a deal valued at roughly $36 billion, or $83.50 per share. This makes Mars the second-largest snack company in the world, surpassed only by PepsiCo.

 

This latest acquisition represents a natural extension of Mars' long-term strategy to expand its footprint in the rapidly growing snacking sector, which has been driven by shifting consumer behaviours towards more frequent, on-the-go, and health-conscious snacking. 

 

However, it's not just about the products themselves—how your brand communicates its identity is equally crucial. Today, it’s becoming increasingly clear that social feeds should be tribe- and association-led rather than product-led.

For sure we could talk about luxury, bougie plant-based snacks but this week we can't stop talking about where everything is heading. As an example, what seriously comes next in fashion marketing?

 

Our two cents? The AI Concierge and Curated Meme Takeover.

 

So, you've probably noticed that memes are no longer just the quirky images your friends share to get a laugh. They've transcended the marketing team into the marketing realm, outpacing traditional TV adverts in engagement and reach. Then there's Instagram, where curated lifestyle posts are giving product-focused imagery a run for their money. 

 

Brands are tapping into tribal aesthetics, resonating with niche communities that vibe with their ethos. And just when you thought things couldn't get more futuristic, fast fashion giants like ASOS and River Island are introducing AI bots that let you haggle over prices—imagine Vinted's bargaining, but on a grander scale.

 

 

But hold onto your hats, because the next big thing is set to revolutionise how we shop online. Picture this: an AI shopping assistant that's not just a glorified search engine but a full-fledged personal shopper. This isn't about typing in "little black dress" and scrolling through endless options. 

 

No, this AI knows you—it scans your social media to understand your style, remembers that you liked or saved that &Sons linen jacket last summer, and notices you've been pinning a lot of minimalist outfits lately.

 

Here's how it could play out:

 

This level of personalisation is set to redefine consumer expectations. Shopping becomes less of a chore and more of an experience—tailored, efficient, and incredibly intuitive.

 

 

Parallel to this AI revolution is the rise of decentralised fashion communities. Think blockchain meets fashion. 

 

These platforms empower consumers to not just buy but also co-create. Imagine being part of a community where you can design your own apparel, vote on upcoming collections, or even have a stake in brand decisions.

 

It's about fostering a sense of ownership and belonging, turning consumers into brand advocates.

 

 

And let's not forget memes—the cultural currency of the digital age. Brands are increasingly harnessing meme culture to connect with audiences in a language that's relatable and timely. Memes aren't just for laughs; they're powerful storytelling tools that can convey brand messages with humour and brevity. 

 

As AI integrates further into marketing, expect to see AI-generated memes tailored to specific audience segments, ensuring maximum engagement.

 

 

The convergence of AI-driven personalisation, decentralised communities, and meme culture is more than just an exciting shift—it's a call to action. Brands that proactively embrace these trends will position themselves not just as players in the market, but as pioneers.

 

Here’s the thing: the strongest business is the one that doesn’t wait for innovation to be handed to them on a silver platter. It’s the one that anticipates change, drives it, and reaps the rewards before their competitors even see it coming. 

 

Don’t wait for your agency to pitch these ideas to you, and don’t let your competitors beat you to the punch.

 

Start now. 

 

Develop your own AI-driven shopping assistants, and here’s a tip: make them as human as possible. Give them personality, give them charm, and most importantly, give them the freedom to do more than just recommend products. Imagine an AI assistant with free reign to curate mood boards on your social feeds—tailored content that reflects your brand's vibe and connects directly with your audience's aesthetic. 

 

That’s full circle.

 

By taking the lead today, you'll be setting the standard for tomorrow, ensuring your brand isn't just part of the conversation—it's leading it. So, what's your move? The future of fashion marketing is here, and it's yours for the taking. 

Enjoy the last few weeks of summer and you'll hear from us again in September, with some rather big news that we are very excited to share.

 

Talk soon, First name /   . 

See you in September,

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