Branding

Etsy, the online marketplace for homemade and vintage products and other "unique goods," announced on Tuesday that it was banning the Redskins name and logo from its site, effective immediately. "Like the Trademark Trial and Appeal Board, we at Etsy find the opinion of the minority group itself to carry most weight in determining whether the mascot is disparaging," the company said in a statement posted on its blog. "Native American groups have consistently advocated and litigated that the term ‘redskin(s)’ is disparaging and damaging to Native Americans. Therefore, it will no longer be permitted in our marketplace."

The days of impossibly thin models and botched Photoshop jobs may soon be behind us. Yesterday, ModCloth, an e-retailer specializing in vintage-inspired and independently created clothing and accessories, became the first retailer to sign the "Heroes Pledge For Advertisers," promising not to "change the shape, size, proportion, color and/or remove/enhance the physical features" of models in advertisements post-production. This marks an important victory for the anti-airbrushing activists behind the Truth In Advertising Act, a bipartisan bill introduced in March that calls for the government to create a regulatory framework for advertisements to ensure they aren't deceiving.

Back in April, Banana Republic announced that it had appointed Marissa Webb its new creative director in the pursuit of a more fashionable image. After posting a cryptic Instagram on Wednesday night signaling the forthcoming arrival of #thenewBR, the brand has now dropped the first images from its fall campaign under Webb's direction. From what we can tell so far, the look involves a lot of slim silhouettes in shades of

bebe stores announced Friday plans to exit its 2b business as part of the apparel retailer's ongoing turnaround plan to drive long-term growth and sustainable profitability. The move follows a strategic business review that identified key initiatives towards saving costs. "The steps we're announcing today build on our turnaround efforts from the past year," Interim CEO Jim Wiggett said in a statement. "Through the closing of our unprofitable 2b brand, and the cost reduction program, we'll be better positioned financially and structurally to focus on our core bebe brand." 

Between social media, e-commerce, and emerging technology, the way we shop has changed dramatically. At yesterday's Fashion Tech Forum, hosted by Gap, Karen Harvey, and partner Elle Magazine at Chelsea Piers in New York City, many panels discussed millennial shoppers-a group born between the ages of 1982 and 1996 that is two billion strong. Millennials grew up accustomed to a certain immediacy and sufficiency and as a result, can be quite demanding. Jamie Gutfreund, the chief marketing officer of

Lifestyle brand Ralph Lauren is putting a focus on its home furnishings line with a new separate Pinterest account. Ralph Lauren Home used to be represented on the social network with a board on the brand's general profile. Giving this collection its own space on Pinterest will enable Ralph Lauren Home to better organize its content and speak to

Garden Ridge, a home décor retail chain, has announced that it's investing $20 million to rebrand all its stores to the successful At Home brand. According to the company, the new brand identity better reflects the company's mission to provide customers with more than 50,000 unique home décor products for every room and every style, at everyday low prices. Along with the new name and branding, the stores have been redesigned to enhance the self-help shopping experience, making it easier for customers to find exactly what they need and make themselves feel "At Home."

The buy-one-give-one (B1G1) business model has gotten a lot of traction in the last few years. Supporting social causes is key to feel-good experience design, but it also improves the public image of the companies that do it. Warby Parker is famous for this: Buy a pair of glasses and it distributes funding or glasses to a nonprofit which sells affordable specs in developing countries. Now a new headphones company, LSTN, is trying out a similar business model — but with the gift of sound instead of sight. 

Creating and managing your brand can be very simple. It starts with the people in your organization. Usually that's the first thing organizations forget. The key is to keep it clear, keep it consistent and keep it alive. While you're building out your team, you must make sure that everyone understands the brand completely or nothing will be seamless. Here's a simple list of steps to help solidify your brand, basics first:

J.Crew, the retail chain that's said to be planning an initial public offering for later this year, has created a brand called "J.Crew Mercantile," potentially giving it a fresh store concept to boost sales. The company filed an application on Nov. 25 to trademark the phrase for selling clothing and accessories, both online and in stores, according to a filing with the U.S. Patent and Trademark Office. J.Crew plans to use the name to create a chain for budget shoppers, The Wall Street Journal reported yesterday, citing people familiar with the situation.