Branding

Of-the-month gift clubs have been popular for years, but it took two Harvard Business School entrepreneurs to one, make the concept cool and two, completely disrupt the online beauty industry in the process. After brainstorming over how to connect the world of e-commerce with the very personal realm of beauty shopping, classmates Katia Beauchamp and Hayley Barna came up with Birchbox. The duo launched the $10 monthly subscription service of personalized makeup products in September 2010, and debuted a men's version in April 2012.

Kate Spade wants to be Ralph Lauren. Looking to quadruple retail sales to $4 billion, the handbag maker is modeling itself on Lauren's empire: a global lifestyle brand selling everything from apparel to home goods. Kate Spade & Co.'s Chief Executive Officer Craig Leavitt is focusing on categories with ready appeal — fragrances, jewelry, watches, sunglasses — and offering a range of price points to attract millennials on one end and luxury shoppers at the other. "Ralph Lauren is our business analog," said Leavitt, a former Lauren lieutenant who joined Kate Spade in 2008. 

Venture-backed companies tend to be obsessed with using the efficiency of the web to "disrupt" old business models. But for two-year-old men's fashion company Frank & Oak, building a brand name from scratch meant turning to the decidedly costly, old-school practice of printing a magazine. "Creating content is not a cheap offering, but it speaks to the kind of brand a

To shore up loyalty, Sears has the "Shop Your Way" membership program. It's also enhanced customer service by implementing a faster delivery service. Delivery is now within one day to two days. That's what the chairman feels is the answer, despite the fact that the company continues to lose sales momentum, customer loyalty and customer awareness. The recent fourth quarter will report an estimated sales decrease of 7.5 percent, which attests to the consumer's shift away from this once powerhouse retailer. It also decries the loss of customer loyalty. Sears reputation was built on service, value and quality.

J.C. Penney's latest effort to attract lapsed customers includes a new tagline, "when it fits, you feel it." The tagline has so far appeared in two ads — a Valentine's Day-themed spot, as well as "Rise," which aired during the opening ceremonies for the Sochi 2014 Winter Olympics. The tagline is also gaining exposure through the retailer's sponsorship of NBC's Olympic broadcast. J.C. Penney is a first-time sponsor of the broadcast. When shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee.

When it was first announced that pioneering fashion retailer Net-a-Porter was planning to launch a glossy print magazine called "Porter," there was no shortage of skeptics. Though Net-a-Porter was one of the first luxury retailers to elegantly integrate content and commerce — shortening the path between inspiration and transaction, and allowing the brand to more effectively engage and expand its audience and generate additional revenue by selling advertising — many wondered why an internet-based company would launch a print product at a time when competition for readers and advertising dollars remains fierce.

Amazon.com has acquired a video gaming studio called Double Helix, fueling speculation that it's developing a gaming console. Amazon has been leveraging its strength in media (books, DVDs, CDs) in the digital space, and just as it's producing e-books, streaming video, original "TV series," and mobile games and apps, it's now working on console games as well. The Washington Post wonders if it really is a gaming console that's in the works, or perhaps something different.

An everything guide on how to be a successful omnichannel retailer in 2014

Best Buy recently launched a new magazine called Best Buy Life & Tech at its stores in Canada. The magazine focuses on technology trends and lifestyle stories. The 76-page premier issue, which arrived at stores in time for the holiday shopping season, includes an article on gift ideas, a comparison of the new PS4 and Xbox One gaming consoles, and a Q&A with actress Kristen Wiig.

In a move to improve its ability to deliver a more dynamic and engaging loyalty experience with its brand across all customer touchpoints, 1-800-Flowers.com launched a new loyalty marketing platform in September. The floral and gifts omnichannel retailer is using 500friends’ LoyaltyPlus platform to power its Fresh Rewards customer loyalty program.