The Week in Commerce Marketing — Retail, E-commerce and DTC: January 31, 2025 edition

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

Building on the success of its licensed collection with the NFL, Abercrombie & Fitch just announced it will host a one-day pop-up experience the day before the Super Bowl. On Saturday, Feb. 8 at The Chickory Club in downtown New Orleans, the Abercrombie House will sell football-themed merch, including Philadelphia Eagles, Kansas City Chiefs and New Orleans Saints apparel — from sweatshirts and T-shirts to sweatshirt dresses — along with other pieces from Abercrombie’s spring collection. Visitors can also create their own items at a custom embroidery station while hanging out with NFL athletes Nick Chubb, Fred Warner and Drake Maye.

Previously:

• “Abercrombie & Fitch Co. posts record results, cites success of omnichannel investments,” from the May 31, 2024 edition of The Week in Retail.
• “Abercrombie & Fitch launches wedding collection,” from the March 15, 2024 edition of The Week in Retail.

More retailer activations: “Foot Locker returns to NBA All-Star Game with brand activations” (Retail Dive)

Bloomingdale’s just announced the launch of a new collection in partnership with Warner Bros. Discovery that’s inspired by the HBO original series “The White Lotus”; the third season, set in Thailand, debuts Feb. 16. The White Lotus x AQUA collection features a selection of women’s apparel and accessories that evoke “a beachy feel, featuring floral prints and an overall tropical vibe,” per a Bloomingdale’s announcement. Items include dresses, swimsuits, sandals and more — “perfect for a luxury getaway to Thailand” — as well as everyday items such as T-shirts and joggers. The White Lotus x AQUA collection will be available in-store and online at Bloomingdales.com starting Feb. 3.

Previously: “Coffee Mate collaborates with HBO’s ‘The White Lotus’ on two limited-time coffee creamers,” from the Dec. 20 edition of The Week in Consumer Packaged Goods.

More launches and expansions:

• “Primark Expands Adaptive Apparel Lines to Menswear, Womenswear and Underwear” (Retail TouchPoints)
• “Dollar General Expanding Clover Valley Private Brand” (Store Brands)
• “GNC Launches Luxury Collagen Line” (Store Brands)
• “Crocs Celebrates the Return of its Iconic ‘Bae Clog’” (Trend Hunter)
• “Mattel takes aim at Lego with brick-based building brand” (Retail Dive)
• “Bath & Body Works Everyday Luxuries Collection is Affordable” (Trend Hunter)
• “LEGO, Van Gogh Museum Reveal ‘Sunflowers’-Inspired LEGO Set” (License Global)
• ICYMI: “Nike Releases New Line of Strength-Training Goods, Including Grind Dumbbells” (RetailWire)

That’s the share of consumers who purchase “trending” products — defined as “products that have gone viral” on social media — within 24 hours of first seeing them, with 55% taking up to a month to finally make a purchase, according to a new survey from Relex Solutions, per Chain Store Age.

More consumer insights:

• “U.S. Retail Sales Projected to Increase by 4% in 2025, Reaching $5.2 Trillion Amid Economic Challenges” (Footwear News)
• “Miu Miu retains status as world’s hottest brand: report” (Fashion Dive)

Swarovski just announced the launch of a new collection with Ariana Grande that the retailer is promoting via pop-ups at stores around the world, Fashion Network’s Sandra Halliday reports. A collaboration between the “Wicked” star and Swarovski Creative Director Giovanna Engelbert, the Ariana Grande x Swarovski Capsule collection “celebrates the joy of self-expression and is inspired by a deep love of music, reflected in musical notes and hearts,” Halliday writes. Pieces include earrings, bracelets and a tiara, with prices ranging from $129 to $480. Pop-ups promoting the collection are set to take place globally in cities including Paris, Dubai and New York.

More notable partnerships:

• “Aston Martin, Timex Group sign licensing agreement” (Luxury Daily)
• “Paulina Porizkova Returns as Estée Lauder’s Global Brand Ambassador” (Happi)
• “WNBA Players Kate Martin and Lexie Hull Join Athleta’s Power of She Collective” (Women’s Wear Daily)

New York-based lifestyle brand Brunch just announced a collaboration with Kellogg’s Eggo waffles that includes a variety of apparel and accessories inspired by Eggo’s iconic brand, License Global reports. With items for both adults and kids, Eggo by Brunch includes slippers, a waffle-shaped bag, T-shirts and sweatshirts. The limited-edition collection is available now at Brunch.us and at pop-ups in Aspen and New York, with prices ranging from $25 to $140.

More brand collabs: “Swingline Unveils New Collaboration with Watercolor Artist and Designer Leah Bisch” (License Global)

Brand campaigns and content:

• “Emily Ratajkowsi Soaks Up the Sun in Palm Springs for Kurt Geiger’s Latest Campaign” (Footwear News)
• “Julia Fox and Martha Stewart strip down in MAC’s nude lipstick campaign” (Cosmetics Business)
• ICYMI: “Sephora unveils first-ever global film, ‘Beauty and Belonging’” (Fashion Network)