Nikki Gilliland

About Nikki Gilliland

Nikki Gilliland is a writer at Econsultancy.

Selfridges’ Director of Marketing on the DTC boom and the benefits of brand adjacency

Nadine Neatrour, Selfridges’ Director of Marketing, was interviewed by retail expert Martin Newman at Ecommerce Expo last month and shared her thoughts on, amongst other things, how the direct-to-consumer brand boom has impacted retail. Neatrour has previously worked in a number of customer-focused roles for brands including By Terry, Ted Baker, and LVMH, and describes […]

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StockX: Gen Z consumers are looking for meaning and relaxed about “exploring non-traditional retail channels”

Described as ‘the marketplace for current culture,’ StockX is a retail platform on which consumers can both buy and sell highly coveted fashion and accessories. But what does ‘marketplace for culture’ mean exactly, and how does StockX resonate with its highly invested, Gen Z audience? Olivier Van Calster, GM of International, recently shared some insight […]

From diversity to ‘seamless shoppability’: agency CEOs discuss the future of marketing and ecommerce

At Ecommerce Expo last week, Richard Robinson, MD of Xeim Engage and Oystercatchers, chaired a panel of agency CEOs and asked them what they see in the future of marketing and ecommerce. Christopher Kenna, Founder & CEO of Brand Advance, a media network that helps advertisers reach diverse communities; Fiona Gordon, CEO of Ogilvy UK; […]

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Hivestack’s CMO on the benefits of digital out-of-home

Nikki Hawke is the Chief Marketing Officer of Hivestack – a global ad tech leader in programmatic digital out of home (DOOH) advertising. We caught up with Hawke to find out more about her role, the benefits of programmatic DOOH, and why she believes it should be a key part of a wider omni-channel strategy. […]

What does Molly-Mae’s PLT role reveal about the future of creator-brand partnerships?

The announcement that influencer Molly-Mae Hague was recently appointed as the new UK and EU Creative Director for fast-fashion retailer Pretty Little Thing has generated equal amounts of praise and criticism online. More generally, the announcement has sparked a wider conversation about the increasing influence that content creators have over the brands they work with. […]

Rack of Crocs. Editorial credit: ZikG / Shutterstock.com
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Collaboration, customisation and TikTok: examining the success of Crocs

Love them or hate them, Crocs have undoubtedly enjoyed something of a resurgence in the past few years. Seen on the feet of influencers and Oscar-attendees alike – as well as those who simply care more about comfort than style – the footwear brand has recently cemented its success with record earnings. In its Q2 […]

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What are Facebook’s new smart glasses and the metaverse?

Since the discontinuation of Google Glass back in 2015, the wearables market has focused on smartwatches and fitness trackers. In 2021, however, a new pair of smart glasses – created by Facebook in partnership with Ray-Ban – could usher in a new era of mainstream wearable technology. But will it take off, even amid privacy […]