The Week in Commerce Marketing — Retail, E-commerce and DTC: October 4, 2024 edition

Welcome to The Week in Commerce Marketing — Retail, E-commerce and DTC, a weekly roundup for marketers from Quad Insights.

Amazon Prime just released a trailer for its new “Shark Tank”–style show “Buy It Now,” in which aspiring entrepreneurs will present their products to a rotating panel of experts and 100 potential customers, The Verge’s Wes Davis reports. Hosted by actor JB Smoove, the show will also feature celebrity judges including Tabitha Brown, Tony Hawk and Gwyneth Paltrow, as well as Amazon execs and Ring founder Jamie Siminoff, the “Resident Entrepreneur Judge.” Contestants can win $20,000 and the opportunity to get their product into Amazon’s new Buy It Now Store. The 13-episode show premieres on Amazon Prime on Oct. 30.

See also: “Amazon introduces new visual search features in shopping app” (Chain Store Age)

More entertainment-focused launches and partnerships:

• “Bath & Body Works Launches an Emily in Paris Collection” (Beauty Packaging)
• “Snapchat brings back Phantom House series with Maybelline, State Farm” (Marketing Dive)

Following last week’s teaser, Levi’s has officially announced the launch of a new campaign starring Beyoncé. Titled “REIIMAGINE,” the campaign will include several “chapters” that offer a modern take on some of the brand’s most notable advertisements — starting with its 1985 “Launderette” ad — through the efforts of filmmaker Melina Matsoukas, cinematographer Marcell Rév and photographer Mason Poole, per a brand announcement. Chapter one, “‘Launderette’ reimagined with Beyoncé,” is set to the tune of Beyoncé’s “LEVII’S JEANS,” a track from her March album “Cowboy Carter.” The integrated campaign is rolling out globally and includes TV, out-of-home, digital, social, print and brand activations.

More influencer- and celebrity-driven campaigns and partnerships:

• “Guess reveals campaigns with Araya A. Hargate, Georgina Rodríguez” (Lucire)
• “Post Malone Dons Ugg’s Weather Hybrid Tasmans in New Men’s Campaign” (Footwear News)
• “Louis Vuitton owner clinches 10-year sponsorship deal with Formula 1” (CNN Business)
• “Dior Releases First Campaign Featuring Lewis Hamilton” (Women’s Wear Daily)
• “Kate McKinnon crashes strangers’ bathroom sessions to push the Philips Sonicare toothbrush” (The Drum)
• “Sephora and Rare Beauty Team Up for Second ‘Rare Impact’ Campaign in Honor of World Mental Health Day” (Happi)
• ICYMI: “Target and Dr. D’Wayne Edwards Team Up on Shoes That Are Affordable, and Also Grow With the Wearer” (Footwear News)

“Ashley and Samsung have many values in common — we’re leaders and innovators in the home space and in perfectly complementary ways. Ashley is the No. 1 furniture retailer in North America. And we’re No. 1 in TVs. What’s a TV without a sofa, or a couch without a TV?” 

— Allison Stransky, CMO of Samsung Electronics America, speaking with MediaPost’s Sarah Mahoney about Samsung’s partnership with Ashley Furniture to create a connected home shopping experience at the retailer’s flagship store. 

Previously: “Hy-Vee partners with Samsung to deliver in-store content and advertising,” from an earlier edition of The Week in Retail.

Red Wing Heritage has launched a new campaign, titled “Will Your Wings,” that “champions a commitment to high-quality, handcrafted product that’s built to last and gets even better with age,” per a brand announcement. As a part of the campaign, Red Wing is giving customers tiny wills — with “Worn By” and “Left To” fields — that can be stitched into the tongue of their favorite pair of Red Wings, “designating who will be next to write their own Red Wing story.” Customers can get a free “Will Your Wings” tag in-store or with any online purchase; select Red Wing stores will also be hosting stitching events where customers can have their “will” sewn in on-site.

More brand launches and collabs:

• “Bloomingdale’s Launches Aqua x Kerri Rosenthal as Addition to Its Annual Pink Campaign” (Women’s Wear Daily)
• “The Ritz-Carlton launches capsule collection with Late Checkout” (Fashion Network)
• “H&M debuts new elevated ‘Atelier’ collection for men” (Fashion Network)
• “Birkenstock Launches Foot Care Collection in Celebration of 250th Anniversary” (Beauty Inc)
• “Target to Introduce ‘Wicked’ Apparel Designed by Film’s Costume Designer” (Women’s Wear Daily)
• “Saucony Debuts its New Gore-Tex Collection” (Trend Hunter)
• “DKNY bottles New York’s essence via 24/7 Eau de Parfum” (Drug Store News)
• “Neiman Marcus’ Latest Exclusive With Brunello Cucinelli Has a Motorcycle Theme” (Women’s Wear Daily)

Real estate investment trust Simon Property Group just announced the launch of a new nationwide campaign targeting Gen Z. Informed by ICSC research revealing this generation’s high interest in in-store shopping (with 97% of Gen Z survey respondents saying they shop at brick-and-mortar stores), Simon’s “Meet Me @themall” campaign blends “Gen Z’s love for shopping and all things retro with the enduring generational relevance of the mall,” per a brand statement. Set to a modern rendition of Simple Minds’ hit ’80s song “Don’t You (Forget About Me),” the 30-second spot poses a question to young consumers: “Won’t You (Meet Me at the Mall?).” The campaign is currently running across streaming platforms, as well as Simon’s owned channels and select social channels. Part of a broader campaign, “Meet Me @themall” also includes partnerships with more than 250 content creators, including Alejandro Rosario and The Pitman Sisters, focused on generating “enthusiasm among members of Gen Z and their moms to find new connections and experiences at the mall.”

More retail news:

• “Kohl’s launches digital registry for Babies‘R’Us shoppers” (Chain Store Age)
• “Kohl’s kicks off holiday shopping with October deals event” (Retail Dive)
• “Whole Foods Cutting Prices On Private Label Products” (Store Brands)
• “Giant Eagle invests $25M in lowering produce prices” (Grocery Dive)
• ICYMI: “Klarna partners with fellow fintech Adyen to bring buy now, pay later into physical stores” (CNBC)