How do you engage with trends without being cringe?

It’s a question most brands wrestle with at some point or another.

And it’s a question luxury brand, Loewe, answered when they introduced their tomato-shaped clutch, which was inspired by a post on X. Today, you’ll find out why this move was such a master stroke.

In today's newsletter:

• What we can learn from Loewe's meme-inspired bag (find out how to engage with pop culture trends while staying on brand!)

• Spotify introduces comments for podcasts (finally, the community-building tool podcast creators have been asking for)

• Trend plug - Boots & a slick back bun

• Ask the Editor - How can I get more sales for my e-commerce business?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, registrations for our August intake are now open! Learn more.

The meme-to-luxury fashion pipeline needs to be studied.

If you told Karl Lagerfeld high fashion now draws inspo from obscure internet jokes, he would be rolling in his grave.

But it’s 2024. We live in a lawless land, and nothing is off the cards.

Such is the case with Loewe, and their tomato-shaped bag.

If you’re a part of our community of netizens you would have seen the viral tomato meme floating around the fashion community.

If you actually have a life, let me fill you in.

Basically, somebody tweeted a pic of a beautiful heirloom tomato with lots of glossy grooves. Then somebody retweeted it, calling the tomato 'so Loewe.'

Nothing too spectacular, just regular internet behaviour.

Creative director of Loewe, Jonathan Anderson, reposted it on his Instagram and that was seemingly the end of it.

But then three days later, he posted a Reel of his latest design, a tomato-shaped clutch inspired by the meme.

[Keep reading]

-Sophie, Writer

Spotify Introduces Comments for Podcasts

Ever wondered what people really think about your podcast? Or had thoughts on others' podcasts that you just couldn't keep to yourself?

Spotify may have just eased your pain with its new interactive feature--podcast comments.

Now listeners will be able to leave comments on any episode page supporting the feature.

And, just like on social media, creators will be able to like comments, respond to them and filter out less-favourable ones.

It follows Spotify's previous moves to compete with YouTube's creative space. Previously, Spotify launched video podcasts in 2022. And last month, they expanded the feature so all creators - not just specially signed ones - can upload their videos.

Spotify’s listening a bit closer to the community.

There's been broad support for the new feature for a while. 70% of listeners said they want more ways to connect to podcast hosts. 9 million Spotify users have used existing interactive podcast features like polls or Q&As in 2024- an 80% year-over-year jump.

[Keep reading]

-Devin, Copywriter

Trend Plug - Boots & A Slick Back Bun

The 'Boots and a slick back bun’ trend kicked off with a viral TikTok where friends chant about their style choices to a catchy beat.

Featuring lines like 'Boots and a slick back bun' and 'Sambas and a little red bag,' this rhythmic trend has gained momentum in just two weeks. Even Amy Poehler's done her own version.

Creators are hopping on this trend by filming group chants that highlight their outfits or things they're known for. These range from 5'3 and an attitude, to secret product and a trench.

How to jump on this trend:

Gather a few friends or colleagues, plan your lines to match the beat, and film your chant. Mix style references with personality quirks for extra fun. Sync your camera movements with the rhythm and throw in surprising elements to stand out.

A few ideas to get you started:

• 'Graphic design and a tight deadline'

• 'Marketing pitch and a catchy phrase'

• 'Client call and a presentation deck'

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - What is the best way for a small company that just started selling on an e-commerce platform to expand their reach and increase sales? - Ryan

Hey Ryan!

The best thing you can do is create as much content as you can. Because if you just have your products on an e-commerce platform, no one will know about them.

So if I were you, I'd focus on building an audience on social media. Choose 1-2 platforms where you think your customers hang out. Then start putting out content related to your products. As I always say, don't make it salesy! Instead, think about what your audience cares about and create content about that.

If you have some organic posts that do really well, you could think about turning that content into paid ads. As you build an audience, more and more people will check out who you are and what you're selling. But first, they need to know you exist!

- Charlotte, Editor ♡

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