WSJ营销简报汇总二手服饰、农贸市场与电影票房等多项消费新闻

Welcome back. Big fashion retailers are leaning further into secondhand clothing to drive fresh sales growth, score sustainability credentials and generate brand buzz, Clara Hudson reports this morning for The Wall Street Journal.

- Banana Republic recently launched limited-edition drops featuring pieces from the ’70s, ’80s and ’90s.

- Reformation expanded its “preloved” section, where it sells vintage items from brands including Prada and Bebe alongside its own styles.

- H&M has rolled out roughly a dozen secondhand pop-ups in recent years, including new SoHo, Stockholm and Vienna locations.

“A lot of this is about the customer, but it’s also good business sense,” said Sofia Måhlén, team lead of circular business models at H&M. The resale market is growing faster than conventional retail, she said.

Still, the top-line impact remains modest: Resold items accounted for just 0.8% of H&M’s total sales revenue in 2025, including the company’s other brands and investments.

I asked Clara how marketers are balancing traditional high-volume business models with secondhand strategies.

H&M is strongly identified with fast fashion. How are legacy brands framing “preloved” efforts to get attention without triggering greenwashing accusations?

Clara: It’s a tough one because there is no shortage of greenwashing allegations in the fashion world. But I think brands are mainly trying to capitalize on the vintage pop-up buzz, and then might present the climate benefits of buying secondhand as an added bonus.

Ultimately it’s better for the environment if clothes get a new life through a preloved section, rather than piling up in a landfill. But consumers are still keenly aware that the main goal for a big retailer is to produce a lot of new clothing—and get shoppers into the store.

You paint a great picture of finding a vintage Jimmy Buffett shirt next to H&M’s typical color-coordinated inventory. Is there a visual merchandising puzzle here too?

Clara: That’s what struck me the most when I visited H&M: It was such a contrast to see the mass-produced pieces, and then come across the preloved section tucked away at the back of the store. The section looks like it’s mimicking a boutique, with a pile of fashion books on a table and handwritten price tags on the clothes. The potential issue I see is that the kind of shopper who wants that experience would probably prefer to go to a small vintage shop, rather than a big brand.

Greener Pastures

This summer’s food-safety scare is handing local farmers markets a massive customer surge, the Journal’s Amira McKee and Maya Davis write. Now comes the hard part: retention.

Some growers are embracing contrast marketing—like West Virginia farmer Eli Cook, who tripled his daily sales to $7,000 after running social posts comparing the safety of his produce to store-bought risk. “Demand for lettuce is like nothing I’ve ever seen,” Cook said.

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The challenge will be convincing consumers that farmers markets are worth the extra effort compared with the convenience of DoorDash and Instacart.

Subscription and membership programs could help. Golden Earthworm Organic Farm owner Maggie Wood said she has received hundreds of requests to join her produce distribution service since cyclospora began making headlines.

But messaging has a role to play too, now and later. “When everything’s great, nobody really thinks about where their food comes from,” Wood said.

The Magic Number

$927 million

Estimated global box-office sales for “Spider-Man: Brand New Day” this weekend, making it the second-biggest film debut ever, according to Sony Pictures. Co-producer Marvel also benefits because the movie helps to set up the story of its big swing in December, “Avengers: Doomsday.”

$309 million

Global media value of the many cross-promotions for “Spider-Man: Brand New Day,” according to Deadline, a record for Hollywood. Sony and Marvel partnered with 165 brands, from BMW to Little Caesars, to reach a broad demographic for what Sony brand strategy chief Jeffrey Godsick called “a true 8-to-80-years-old movie.”

What I’m Watching

Ford’s “iconic” swerve: CEO Jim Farley is culling the automaker’s broad lineup of often “boring” models to focus on the “iconic vehicle” business. “It’s definitely a complete shift to everything that most dealers I know believe, which is, the more products you have, the more product you can sell,” said Shane Collins, a Ford dealer in Louisville, Ky.

Paramount: David Ellison’s media conglomerate reports earnings after the bell on Tuesday. Expect growth in the direct-to-consumer business, buoyed by programming like the new “Yellowstone” spinoff “Dutton Ranch.” The earnings call could also shed light on how leadership plans to navigate corporate limbo while its Warner Bros. Discovery deal faces antitrust hurdles.

Coffee yogurt: Dannon’s decision to discontinue the fan favorite offers brand strategists a live study in managing heritage products against modern consumer shifts. Facing loud laments over the move, Rafael Acevedo, president of the company’s yogurt division, signaled an eventual, modernized return: “Dannon Coffee Yogurt will come back,” he said, “in ways that reflect the taste preferences, flavor profile and nutritional benefits many consumers seek in the yogurt aisle today.” In the meantime, some aficionados are going to extremes.

Quotable

“We’re 3% of the U.S. market. So we have 97% of the market to go after.”

— Simon Hunt, CEO of Davide Campari-Milano, on the opportunity for Aperol to challenge beer’s dominance at U.S. concerts and sporting events. To speed up service at crowded venues, Campari has developed a new way to pour the Aperol Spritz: on tap.

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Keep Reading

Subway chose Omnicom’s Martin as its creative agency of record following a review. [Ad Age]

Mattel promoted Chief Brand Officer Roberto Stanichi to president and chief marketing and brand officer. [Citybiz]

Phia, the shopping extension co-founded by Phoebe Gates, is offering refunds to brands after Bloomberg reported that it had collected commissions on sales it didn’t generate. [BI]

“Vanderpump Rules” alum Jax Taylor blamed an “honest mistake” after posting an unauthorized #partner campaign for Smartwater, spotlighting vulnerabilities in third-party influencer platforms. [Us Weekly]

Cosmetics brand Glamlite teamed up with Pepsi for its first foray into body care, turning the cola’s flavors into a Wild Cherry body wash and a Vanilla Slushie scrub. [Famous Campaigns]

New York City’s legal cannabis retailers are vying to differentiate themselves with high-concept store designs, using art-gallery layouts, Instagram-friendly installations and social-justice messaging to stand out. [NYT]

Parody campaigns targeting Meta smartglasses continue a “subvertising” tradition dating back to San Francisco’s Billboard Liberation Front in 1977. [Creative Bloq]

The editor of the Washington Post’s Opinion section resigned, roughly one year after being hired to execute Jeff Bezos’ mandate for a more libertarian approach. [The Guardian]

London’s West End theater district has bounced back from the pandemic far stronger than Broadway, taking the lead in total admissions. [WSJ]

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