Content

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As well as research and strategy, I also produce online copy. I’m mostly a long-form writer, with a focus on social media, digital culture, consumer trends and fashion.

Earlier in my career, I also wrote and edited copy for an online music magazine, which included interviewing up-and-coming artists. You can find further examples from that time here.

Fashion

Battle of the Sportswear Brands: How Nike & Adidas are Competing in the US

Discovering a New Generation of Luxury Watch Consumers

How Generation Z Super-Influencers Conquered Fashion

The Audio Boom: How can Fashion Brands join the Podcast Revolution?

What Men Want: Men’s Fashion on Social Media

Why Hip-Hop Artists are Fashion’s Biggest Influencers

Beauty

Is Makeup ‘over’ in the US?

Getting Under the Skin of the Male Beauty Consumer

The Problem with Instagram Beauty

How Celebrities are taking over the Beauty Industry

Global Trends

China’s Singles’ Day: The Retail Event Brands Shouldn’t Ignore

India: The Next Frontier for Fashion

What do Chinese Consumers want from Western Brands?

Music

Loving The Aliens [interview with The Aliens – a Scottish group reformed from the ashes of cult electronica musicians The Beta Band]

Saying & Doing [interview with Yeasayer – an experimental rock band from Brooklyn]

More here

Digital & Marketing

Measuring the Success of Content

The Robots are Coming! Is AI the Future of Market Research?

How Behavioural Science is Unlocking Human Insights