Emily Dorotheou

Emily Dorotheou

Emily is an associate at Olswang with an interest in advertising, retail and fashion.

‘Buy-now’ Culture: Where the market is heading or an attempt by brands to stay relevant?

The focus on the ‘buy now’ culture seems to be based on meeting the demands of consumers; namely a desire to shop “on their time and on their terms.”. Thus, whilst the concept of a ‘buy now’ button is different to the ‘buy now’ culture that has set the fashion industry abuzz, they are part of the same shift in consumer philosophy. In this article, ADTEKR considers the advantages and disadvantages of adopting a direct-response, buy now approach.

The Challenge of Making a Customer Feel Special: Tips for Luxury Brands Moving Online

Last week ADTEKR looked at the challenges faced by luxury brands as they strive to remain relevant to their target audience by embracing technology whilst maintaining the exclusivity which makes their products so desirable. This time we suggest practical tips for solutions which luxury brands could employ to meet this challenge, both from an advertising perspective but also wider consumer experience.

It’s beginning to look a lot like Christmas …

Since John Lewis’ Christmas advert in 2011 (“The Long Wait”), Christmas adverts have become an eagerly anticipated event. This year, advertisers will spend an estimated record £310 million on Christmas advertising. It is becoming increasing apparent, however, that it’s not just enough for retailers to release a successful television advert; retailers have to create an entire Christmas experience for customers.