fashion & beauty

Young Consumers Keep Changing

Winning new customers sometimes demands letting go of your assumptions about consumer behavior. Case in point: teenage boys who love fragrance brands. Read more »

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How to Balance Consumer Response to “Skimpflation”

Rising costs are an important issue for businesses. Many wonder how they should respond and how customers will react if they say, reduce product quality. Such “skimpflation” can be harder for consumers to detect. However, this Marketing Science Institute (MSI) working paper finds that those who do realize it consider the practice deceptive and unfair. Consumers, it seems, prefer reduced product size (shrinkflation) or increased prices to skimpflation, with price increases the most popular/least unpopular of these options.

Which Gen Z Mobile Users Should Retailers Retarget?


Even though it is a common practice in the industry, researchers so far have not reached a uniform conclusion about how or even whether retargeting works. But a new study focused on Gen Z mobile users offers insight into the early stages of decision making, and a multitude of factors that influence these consumers’ perceptions when viewing luxury fashion ads for a second and third time.

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Brands Flex Their Pricing Power

Big brands and retailers are raising prices, partly due to pandemic-related costs — but also because the drumbeat of inflation and supply-chain news provides air cover. AdExchanger says that many companies are raising prices to expand profit, not to sustain it and revisits the “brand” concept.

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