A look back at 2024 brand trends, ahead to 2025

Introducing ThenWhat 3x5

A fresh take on the newsletter, designed to fit on a 3x5 notecard.?

Welcome to the newsletter that challenges what a newsletter can be.? Framed as?a stack of easily digestible notecards, ThenWhat 3x5 provides you with insights from retail industry professionals on how to optimize your brand activations.?

The virtual scarf: Burberry made strides in e-commerce with augmented reality

As part of the ‘Wrapped in Burberry’ holiday campaign, the classic British brand implemented their very first virtual try on experience.

“Physical retail spaces have this emotional space that can be tied to it that digital just can’t provide. They can work in tandem, but the winners will be the ones who can create a seamless integration between the two.”?

- Angelo Ng | GM, ThenWhat

In 2024, shoppers chose their phones and other trusted devices as their go-to retail space. This holiday season, consumer spending in the retail sector continued to trend towards the e-commerce market. Online sales were up 14.7% on Black Friday, according to the National Retail Federation (NRF), and Cyber Monday made history by setting a new record for online sales in one day. Even beyond sales events, consumers are attracted to the convenience and speed of online shopping on a day-to-day.?

Burberry is proving itself to be a key leader and innovator in omnichannel retail experiences, streamlining its in-person and digital shopping realms. This holiday season, the British brand made try-on experiences available to consumers online and from the comfort of their home with the launch of its very first “virtual scarf try on experience” that allows consumers to try on over 50 customizable styles.

Since the birth of the digital retail space as we know it today, there have been distinct differences between the offerings of in-person and online shopping, creating the all too common scenario of a consumer going out shopping, just to look at what's available and then going back home to buy what they need. Or vice versa - they do their research online first, and then go try something on in-store.

The past year was filled with digital innovation and as we move into 2025, success in the digital market space will be defined by those brands finding a balance between innovation and utility through omnichannel experiences that combine the digital and physical. Navigating this innovative space is no easy task. Online digital experiences all too often fall into the trap of becoming a gimmick. It's crucial that they are useful to the end user. Burberry is a shining example of a brand that fully integrates its innovations into its overall brand experience. See, they didn’t simply launch their virtual try-on hoping to draw attention, rather, they’re striving to make their iconic scarves available for try-on to more consumers than ever.?

Kith x Batman: how to cater brand experiences to a pop-culture fandom

Kith drops its largest capsule collection yet and creates an unforgettable retail experience at ‘The Batcave.'

“The collaboration has to have deep roots into the cult following– deep into the core. The deeper you go into the original intention, the different nuances and authenticity come through.”?

- Grant Barth | CEO, ThenWhat

Last year, Kith released its largest collection to date alongside Warner Brothers to? celebrate 85 years of Batman. The capsule collection featured 84 items and a tasty new dessert called, “Vengeance." Part of this collab, as all LA-based Batman lovers surely know, was the transformation of Kith’s Sunset Boulevard store into “The Batcave at Kith,” filled with authentic Batman film-used Batmobiles, suits, gadgets and other memorabilia. The installation was open to visitors for a few days, ending Sunday, November 24th.?

Global brands recognize the sales power held by pop culture fandoms, yet they often overlook the danger of not doing a global phenomenon justice. The key to doing it right is authenticity, which Kith clearly knew, having crafted an exhibition extending the thrilling spirit of Batman to lovers of the franchise through iconic screenings and installations.

The more a brand goes into understanding the intention behind the original IP creation, the more its spirit shines through their collaboration. Depending on the scale of a collab, this might not be communicated directly to the mass audience, but having done the research will ensure that the nuances and authenticity shine through, connecting a brand to the real fans and letting them speak for the project.

Pop-Tarts Gives Extra Flavor to College Football Bowl Game

The snack brand returned for a second year as title sponsor of the Florida football game and used fan popularity to expand activation.

“Brand leaders always want to make sure it [partnership] “makes sense." Looking for best practice is always wise, but looking for growth and expansion requires looking outside of the box. When you look beyond and to the adjacent, you can really find a plethora of new fans.”?

- Grant Barth | CEO, ThenWhat

College football bowl games have been a staple of the sport for decades, often attracting popular brands as title sponsors. As is the case with all sponsorships, brands come and go, while some grow into lasting partnerships. Kellogg’s Pop-Tarts brand became the latest sponsor of Orlando Florida’s annual bowl game in 2023 and returned for its second year after overwhelming fan enthusiasm and support for a unique activation.

Pop-Tarts connected to the dynamic fandom of college football by going all-in with their unique theme instead of simply sponsoring the game in name only. In 2023, a first of its kind “edible mascot” was presented to the winning team in a unique post-game trophy ceremony. Fans left excited to see the game return in 2024, and to their delight, the Pop-Tarts bowl returned with two new mascots. Pop-Tarts wasn't overwhelmed by the energetic spirit of the football fandom, in fact, they thrived through direct engagement with fans, allowing them to vote on which mascot would be presented to the winning team. What’s more – the trophy was modified to include a working toaster that can heat full size Pop-Tarts, and the sidelines were even adorned with sprinkles (with special permission from the NCAA).?

Many shared online how they are excited for next year's instalment and feel it should be a part of the College Football Playoff tournament in future years demonstrating its radical success.

The triumph of the partnership came as a surprise to many seeing as Pop-Tarts and Orlando’s CFB bowl game are rooted in different industries. Yet, this case is the epitome of strategic synergy as Pop-Tarts demonstrated its ability to thrive in the fan-driven space of college football. The capacity to form a partnership that's brought together both brands' unique strengths made for a highly valued experience that went beyond the scope of what fans had traditionally expected - leaving an unforgettable impact.

2024 Brand Trends Debrief, 2025 Pre-Brief

AI, influencers, and cultural moments shaped branding in 2024, and will continue to do so in 2025… with some twists.

“Focus on what makes you great and your strengths. Venturing into the unknown lets you go into a new place using what you know. What made you win is what made your product successful, so lean into your strengths but don’t forsake who you are.”?

- Angelo Ng | GM, ThenWhat

Almost five years after the start of the COVID-19, the world has found its way back to normal – including some permanent changes established during lockdown. Influencers have become more popular than ever, and both brands and audiences can’t get enough of them. Entertainment blockbusters on screens and stages have returned to their former glory, and brands continue to find new ways to activate to their audiences through unique experiences.

Artificial intelligence and influencer marketing were some of the biggest trends that many brands wanted a piece of. Some found success, while others were left reconsidering their strategies.

In late 2024, Coca-Cola faced online backlash for their annual holiday ad which was created entirely using AI. Fans of the annual campaign were left underwhelmed by the lack of creativity and human connection displayed in the ad – something that has been a constant theme throughout the 138 year-old brand’s history.

2025 will naturally see a continuation of these trends, but brands will need to take stock and consider how much they will capitalize on these tools, or even if they are even right for their brand strategy in the first place. It's important to be honest with yourself and your brand to stay true to who you are, and not try to fit into a space that doesn't match your brand.