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Third time’s the charm
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Designer Mila Sullivan’s return to the Fashion Week runway.

Hi, it’s Friday, and Oura health tracker rings have officially hit Costco stores nationwide after previously only being available from the retailer online. For the uninitiated, that means there’s a new way to monitor your vitals during a free sample feeding frenzy.

In today’s edition:

—Jeena Sharma, Erin Cabrey, Jasmine Sheena

MARKETING

Mila Sullivan SS 26

Mila Sullivan

New York Fashion Week this year had a lot of young designers on its circuit. Among them was a familiar name: Mila Sullivan, who returned for her third season on the runway.

Her “Laid Bare” show took place in a quaint theatre in downtown Manhattan, featuring a series of romantic, ethereal outfits made from a variety of vintage and repurposed materials—a Sullivan signature. In the background, musical duo Leya provided vocals while a ballerina took the stage for a performance.

“My inspiration always is materiality, because I’m always collecting and finding vintage and upcycled fabrics, so that’s usually where my process begins,” Sullivan told Retail Brew. “But this year, I actually wanted to push that even further by doing a lot of natural dyeing.”

The result was an SS26 collection that incorporated dyeing using produce such as avocado and cabbage along with silhouettes inspired by vintage theatre and dance costumes.

“Pretty much almost every collection look had at least one dyed piece, which just made it even more process-based,” Sullivan said, explaining how the designs were meant to evoke “memory and material.”

Her focus on upcycling and natural dyeing reflects a broader movement among younger NYFW designers, many of whom are experimenting with heritage materials and DIY techniques in the face of rising costs.

Keep reading here.—JS

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STORES

Aldi private label rebrand

Aldi

Aldi is stamping its name on all of its private label products for the first time.

The grocer this week announced a packaging refresh across its portfolio that unites its private label offerings—which make up 90% of its merchandise—under “Aldi” or “an Aldi Original” branding, consolidating its brands from 90 to 26. The new packaging has begun to hit store shelves and will continue to roll out to every product in the next few years, the company said.

The retailer has historically marketed its private label products under brand names that didn’t bear the Aldi name. Smaller brands like frozen line Belmont, canned bean line Dakota’s Pride, and baking staples Baker’s Corner, will be discontinued, the company said, while more popular ones like snack brand Clancy’s, organic pantry staple brand Simply Nature, premium line Specially Selected, deli brand Park Street Deli, and sweets line Sundae Shoppe will continue under “an Aldi original” branding. The retailer joins those like CVS in consolidating and updating its private label branding.

Keep reading here.—EC

E-COMMERCE

Gif of TikTok logo on multiple phones turning off and another phone screen turning blue. Credit: Illustration: Anna Kim, Photo: Adobe Stock.

Illustration: Anna Kim, Photo: Adobe Stock

TikTok wants sellers on TikTok Shop to livestream on the weekend.

The short-form video’s e-commerce platform is incentivizing sellers to livestream on the weekend by offering to co-funds coupons on products for eligible sellers. The effort, according to some sellers and agencies Marketing Brew spoke with, is dubbed “Golden Weekend Live,” and it marks a dedicated effort from TikTok Shop to try to get weekend live-shopping events to catch on in the US market.

Live shopping is already popular in other countries, particularly those in East Asia, but it hasn’t picked up steam in the same way in the US. Livestreaming on the weekend in particular could present a lucrative opportunity for sellers.

Keep reading here on Marketing Brew.—JS

Together With WooCommerce

Brew News Quiz

Amelia Kinsinger

The feeling of getting a 5/5 on the Brew’s weekly news quiz has been compared to getting a company-wide shout out from your boss. It’s that satisfying.

Ace the quiz

SWAPPING SKUS

Today’s top retail reads.

Prime crime: Amazon agreed to pay a $2.5 billion FTC settlement for allegedly misleading customers into signing up for Prime memberships and making them nearly impossible very hard to cancel. (the Wall Street Journal)

Threading the needle: H&M is pivoting to India and Brazil while US and Europe sales cool off. (Reuters)

Bitter news: Starbucks is shuttering stores and laying off workers as part of a $1 billion restructuring plan. (CNBC)

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