These are the stories making headlines in fashion on Thursday.
The Brands Who Won the World Cup
The FIFA World Cup, along with the global branding frenzy surrounding the event, comes to a close on July 19. Success is relative to a brand’s objective, but from a social media perspective, Adidas came out on top. According to CreatorIQ, Adidas generated an earned media value (EMV) of $48.9 million from 6,700 posts and almost 3,000 creators between June 1 and June 21. Nike landed on $28.9 million EMV from 4,400 posts and 1,900 creators. {Vogue Business/paywalled}
Kate Spade New York Names New Chief Marketing Officer
Kate Spade New York has appointed Allison Badea as its new chief marketing officer. Badea succeeds Kaisy O’Reilly, who held the role on an interim basis. Badea most recently served as the head of global brand experience at Maybelline New York, and previously held positions at Giorgio Armani Beauty U.S., Kiehl’s, Lancôme and Biotherm. {WWD/paywalled}
Recycling Start-Up Syntetica Raises $30 Million Series A Round
Syntetica, a French recycling start-up, has raised $30 million in a Series A funding round, led by investment fund Ecotechnologies 2 with participation from Lululemon and MAS Holdings. The funding will support construction of the company’s first commercial facility in France. Syntetica has developed a proprietary chemical recycling process that can recover the two most widely used forms of nylon from mixed textile waste. {Business of Fashion/paywalled}
How Brands Can Succeed at Beauty’s Niche Retailers
Niche retail is gaining momentum as brands focus on retaining wealthier shoppers. To make niche retail a meaningful part of a brand’s strategy, executives must understand the customer that a retailer attracts. Violet Grey, Erewhon, Credo and Goop cater to customers looking for “clean” beauty, while some shoppers favor aesthetic clinics or med-spas like The L.A. Facialist or Stalle Studios. Although niche may offer some status benefits, the overhead can weed out brands without clear premium positioning. {Business of Fashion/paywalled}
