March Brand & Trend Spotlight

From the impressive creative direction of brands, to the hype of trending stories and marketing endeavours, this year has shown us an array of vibrant and engaging displays across social and mainstream media. We've thoroughly enjoyed observing these trends and analysed some of our favourites.

Rhode

Hailey Bieber's skincare and light makeup brand, Rhode, continues to dominate our social media feeds. Their latest phone case lip holder and it-girl marketing strategy have set them apart. Their clean-girl aesthetic and consistent, minimalist approach to marketing have continuously engaged customers and a dominant Gen-Z audience. As Rhode is currently only available to purchase in the United States, it will be intriguing to see if there are future to expand on their cult following to international markets, to foster the growing cult following and hype.

Summer Fridays

I admire a practical and hyper-local approach to marketing and products. Summer Friday's Jet Lag Mask was their breakthrough product, and it was a clever spin to execute a marketing campaign throughout LAX and JFK's airport security section. While their lip products are having a viral moment ATM, it's refreshing to see their genuine passion and belief in one of their original products shine through. Their VP of marketing, @blairbadge, is someone whose creative approach is one to watch. Her ability to consistently engage their cult following with playful, yet fitting marketing initiatives that align with their brand's aesthetic stands out, especially in the heavily dominated beauty industry.

Alo Yoga

Alo Yoga is a sport and leisurewear brand recognised for its activewear sets, exuding an effortless, cool-girl vibe. Over the years, they have expanded into joint ventures, such as Alo Moves and Alo Wellness, offering fitness programs and wellness supplements. Parts of their HQ in LA and flagship store in NYC have been transformed into 'Sanctuaries', essentially standalone fitness and wellness hubs, complete with reformer pilates, hot and cold therapies, a gym, massage studios, healthy cafes and podcast studios. 

Despite being open for over two years, these boutique studios are enduring a notable uptick in popularity and brand recognition. This is attributed to their strategic collaboration to host private workout sessions with carefully selected public figures attendees, who in return rep the Alo garments in user-generated content to their social media platforms.

They have always cultivated a rich sense of brand authenticity, which I admire in a health and wellness brand similar to Sporty and Rich, which features a smoothie bar in their Soho NYC flagship store. I have observed Alo's brand identity and overall growth over the years, and I love the content and inspiration from their current moment. It will be interesting to observe the longevity of this intense hype and whether they will eventually open their gym and wellness facilities to the general public.

Women’s College Basketball

It has been super inspiring to witness the surge in popularity of women's college basketball games this season. The women's games have reportedly drawn higher ratings than the men's, with an estimated 18.9 million viewers tuning into the Championship game. Some players taking the lead on the court and now on social media are Caitlin Clark and Paige Bueckers, who are both highly skilful and charismatic and have truly dominated the scene. We love to see hard-working people receive recognition for their dedication and years of commitment to their passions—especially female athletes, who typically receive less overall coverage.

As the season has now ended, it will be fascinating to see if this hype rekindles next season and how colleges and TV networks will attempt to sustain and leverage the significant viewership from this season.

Skims

Skims' marketing consistently stays ahead of the curve, seamlessly tapping into the latest internet trends. This year, they have noticeably shifted away from traditional celebrity endorsements and instead aligned with social media figures of interest who resonate with their predominant Gen Z audience base. Sabrina Carpenter and Lana Del Rey have starred in campaigns, and more recently, standout college basketball players, such as Jared McCain and Caleb Love, who boast an impressive following on social media and are top NBA draft prospects.

In previous years, the campaigns predominantly featured Kim, the brand's founder, and other high-profile celebrities. This approach is highly effective, with each new release generating a buzz on social media and keeping Skims top-of-mind as the go-to brand for loungewear and basics.

It will be intriguing to see how the marketing landscape evolves as more brands spotlight lesser-known, relatable figures in their campaigns, moving away from the traditional celebrity-driven model.

I’d love to hear about the trends and brands that you’re loving too - @sisu_state xx