A light and easy one for you this week, though certainly not without its hot takes. Back-to-school means denim season. Well, it has traditionally. We discuss if that’s still the right thinking with the rise of Bama Rush.

This season, denim looks different from recent years. We talk about why effort is making a comeback. And why brand risks are critical, but you need to take us on the journey.

Light but not that light!

And a heads up. Next week, we’re taking a 1-week pause on the podcast for a full digital unplug. Send recs for Comporta, Portugal, pls!

Hit the timestamp to skip to the bits you fancy

00:01 — DENIM SEASON // Back-to-school always equals denim. But this year felt more charged. We get into all the campaigns. What we like. And of course, what we didn’t.

04:01 — AE RAGE-BAIT // We chat AE. How could we not? And here’s Kirsten’s LinkedIn post.

07:51 — ABERCROMBIE SNOOZE // Safe and made for performance marketing isn’t cutting it, and more. Are they losing the ground they’ve gained?

09:24 — GAP GETS IT // Gap is taking us on a repositioning journey. And we’re here for it.

12:26 — MARKETING ≠ A DIRTY WORD // Brands are now advertising their ads. Effort, a POV, and entertainment are back.

16:50 — DIESEL SPICE // The “OnlyFans of denim.” But they own it.

20:29 — LUCKY PIVOT // From soccer mom jeans to Addison Rae. Quite the shift.

21:54 — LEVI’S LEGACY // ‘Americana’ feels charged these days. Levi’s might be playing it safe. Smart?

28:51 — HERITAGE VS RELEVANCE // Brave is the only way forward.

30:30 — CAMPAIGNS AS JOURNEYS // Why every ad is now a rung on the brand journey ladder.

35:03 — BTS VS BAMA RUSH // Back To School might have always meant denim, but it’s not competing with Bama Rush. Too much noise?

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +15K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

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