010: Welcome to Brand University
How campus activations, sorority houses, and student creators became a new brand playbook.
Signals: A Publication by ShopMy
Examining what resonates and why.
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009: Why Fashion Wants to Move In With You
If you trust someone’s taste in clothes, you might also want to see inside their home or find out where they stay on vacation.
008: The Brands’ Return to the Land
How a product’s roots became one of its greatest selling points.
007: Why Does Every Brand Want a Book Club?
When Marc Jacobs opened BOOKMARC in 2010, the reaction was less about the books themselves than the question they raised: why was a fashion designer opening a bookstore?
006: The Products We Meet on Vacation
Travel has always exposed people to new restaurants, shops, and makers, but hotels now play a far more active role in that discovery process themselves, curating the products for a captive audience to engage with.
005: In Conversation with Dan Pelosi and Ruggable on Designing for Joy
Most creator partnerships are evaluated by their outcome: impressions, engagement, and sales, but those metrics rarely tell the story of how the partnership happened in the first place.
Signal 004: In the New Era of Body Care, the Shower Is a Stage
How creator routines and a new generation of brands transformed body care from passive maintenance into one of beauty’s most curated categories.
Signal 003: How Brand Trips Became Immersive Campaigns
As the guest list shifts from influencers to tastemakers, brand trips are becoming immersive worlds where the setting shapes the story and the sale.
Signal 002: How Creator-Led Styling Events Are Driving the Next Wave of Retail
As brands look for new ways to get shoppers into stores, trusted tastemakers are increasingly partnering on hosted experiences.
Signal 001: How Storytelling is Reshaping the Fragrance Category
The days of fragrance behind a glass counter in a mall department store are behind us.