Marketing in the Madness

The data behind fashion’s biggest winners and losers

Fashion retail is under pressure, shrinking margins, rising costs, volatile demand, and no real volume growth.
In this episode of Marketing in the Madness, retail and data expert Sarah McVittie breaks down what’s actually happening behind the scenes and what separates the brands that are winning from those stuck in the middle.
Recorded live on stage at our event, Marketing in the Madness Live, this session dives into six years of data from 113 of the world’s most successful fashion retailers across the UK, Europe, and the US. Sarah reveals the operating models, brand strategies, and data-driven decisions that are driving profitability in an increasingly competitive market.
You’ll learn:
- Why fashion retail is now a share-gain market, not a growth market- How brand power is becoming more important again after years of performance marketing dominance- What resale, second-hand, and value perception mean for future growth- What fashion brands can learn from players like Hermès, Zara, Uniqlo, Shein, and Vinted- Where data and AI genuinely help and where they don’t replace creativity or brand thinking- And much more!
Sarah also shares why operational discipline often beats channel mix, how omnichannel really works today, and what brands must do to stay relevant in an increasingly commoditised market.
This episode was recorded live on stage at Marketing in the Madness Live in London.
Sarah McVittiehttps://www.linkedin.com/in/sarah-mcvittie-61884a7/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How advertising is evolving in the age of AI and connected TV

In this festive episode of Marketing in the Madness, Katie Street is joined by Jason Trout former colleague, long-time industry leader, and Managing Director at Crimtan to explore how advertising has evolved over the past two decades and where it’s heading next.
The conversation reflects on the golden era of traditional advertising, examines why Christmas campaigns from brands such as John Lewis and Waitrose continue to capture national attention, and unpacks the psychology behind creative that truly resonates. 
Jason shares his perspective on the rise of Connected TV, the shift toward advertiser-funded content, and why relevance has become increasingly important in a household viewing environment.
The episode also explores the impact of AI on media planning, creativity, and targeting, alongside the growing influence of independent agencies. Together, they discuss what brands need to do to build trust, stay human, and cut through in an increasingly fragmented advertising landscape.
Whether you’re running an agency, leading a brand, or simply interested in the intersection of advertising, technology, and culture, this episode offers practical insight and thoughtful perspective.
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Connect with us:
Jason Trouthttps://www.linkedin.com/in/jason-trout/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

Why Follower Count Doesn’t Matter: The Real Metrics Behind Community Growth

The word community gets thrown around constantly but very few brands or creators are actually building one.In this live episode of Marketing in the Madness, recorded at our sold-out event in London, moderated by Sedge Beswick, founder of NXT LVL featuring PerfectTed’s Romilly Bodington and InterTalent’s Alex Segal break down what genuine community really looks like in 2025 and how the smartest brands are building it.
What you’ll learn:
• Why follower count tells you nothing about community: Most brands confuse reach with belonging. Romi and Alex explain why community is built through connection, not numbers.
• How PerfectTed turned storytelling into explosive growth: From packaging to social content, they show how vulnerability and relatability made the brand stick.
• The new rules of creator partnerships: Creators are younger, smarter and more intentional and they won’t work with brands who lack authenticity.
• Why IRL ‘temples’ matter more than ever: From cafés to run clubs, in-person spaces are becoming the real backbone of modern brand communities.
• How to actually measure community success: Impressions aren’t it. Learn what qualitative signals matter and how to spot real engagement.
• The rise of niche and micro-creators: Smaller creators are driving higher trust, deeper engagement and better long-term value than ever before.
Community is becoming the most defensible moat in brand building yet most teams still chase metrics that don’t matter. This episode gives you the frameworks, examples and mindset shifts needed to build something people choose to be part of.
Don't forget to follow our channels for more episodes like this! 
Connect with us:Sedge Beswickhttps://www.linkedin.com/in/sedge-beswick/Romilly Bodington
https://www.linkedin.com/in/romillybodington/Alex Segalhttps://www.linkedin.com/in/alexsegal30/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/
 

How Retailers Can Use AI To Predict Consumer Trends in 2026

Struggling to keep up with fast-moving consumer trends? Unsure how to use AI and real-time data to make better decisions in retail or marketing?
In this episode of Marketing in the Madness, Katie Street sits down with Ian Davis, CPO at Quid, to reveal how leading brands are using AI-powered consumer and market intelligence to understand what customers want right now and what they’ll want next.
You’ll learn:
- How retailers can use AI to predict trends for 2026 and adjust merchandising in days- How to turn social data into real customer insight, not just mentions or sentiment- Why most brands still get AI wrong, and the simple way to avoid bad or outdated data- The biggest consumer behaviour shifts emerging for 2026, from “blind gifting” to “Ralph Lauren Christmas”- And much more!
Enjoying the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Connect with us:
Ian Davishttps://www.linkedin.com/in/iandavisuk/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

What Contentful’s Data Reveals About Broken Tech Stacks

AI was meant to transform marketing… so why are so many teams still struggling?
In this Marketing in the Madness episode, Charlie Bell from Contentful breaks down the real state of AI in marketing - from broken tech stacks and “platform purgatory” to AI hallucinations, stealth integrations and why human judgment still matters more than ever.
Recorded live on stage at our Marketing in the Madness Live anti-conference, Charlie shares fresh insights from Contentful’s major report with The Atlantic, based on 425 marketing leaders, revealing what’s actually working, what isn’t, and how AI is reshaping content, creativity and workflow in 2025.
What else?
1. Marketing teams don’t trust AI to run without humans:When Charlie asked the entire room if anyone trusted AI to ideate, check its own work and publish content with no human involvement, not a single hand went up. And it’s no wonder - with AI hallucinating everything from fake facts to Google’s early version telling people to “add glue to pizza,” humans are still essential for judgment, truth, and brand safety. 
2. Most teams are stuck in “platform purgatory”:Charlie explains how companies are trapped with old, clunky systems. The very platforms slowing them down are also the ones they’re relying on to “fix” their processes.Vendors keep promising that AI will magically solve everything, but as Charlie puts it: putting AI on a failing system is like “putting a £500 exhaust on a £1,000 car.” It looks shiny… but nothing really changes.
3. Stack sprawl is killing content velocity:Marketing teams are drowning in tools: multiple CMSs, disconnected platforms, endless workflows. Some brands Charlie speaks to are using seven or eight CMS systems at once, meaning a simple landing page can take two weeks to publish.The problem isn’t creativity but execution. Too many tools, not enough connection. And AI can’t fix chaos.
Enjoyed the episode? Follow us for more real conversations about the future of marketing, content and technology.
Want exclusive access to Marketing in the Madness 2026? Connect with Katie Street on LinkedIn and follow the MITM Live page (links below).
Connect with us:
Charles Bellhttps://www.linkedin.com/in/crbuk/
Contentful's Report
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

The Truth About Standing Out in the AI Era: Building a Brand People Actually Trust

At our Marketing in the Madness Live anti-conference, George Sullivan, Founder of The Sole Supplier, takes the stage to deliver a powerful and energetic talk about human connection in the era of AI. 
With social media reach declining, AI content flooding every feed, and trust becoming harder to earn, George cuts through the noise with a message every marketer needs to hear:
👉 People buy from people.👉 Human feeling beats AI quantity.👉 Your face, your story, your passion = your competitive advantage.
George shares:
- How The Sole Supplier grew from his bedroom to 4.5M monthly users- Why being the face of the brand changed everything- What AI “slop” means for marketers (and how to rise above it)- The truth about authenticity, trust, and the future of content- How brands like Nike, Apple, and LinkedIn master emotional connection
Why you need to think deeply again - not outsource everything to ChatGPT
The three pillars that make brands memorable: Educate, Entertain, Inspire
This talk is packed with insights, honesty, humour, and actionable takeaways for anyone working in marketing, brand, or content right now.
If you're a marketer, founder, content creator, or brand builder then this episode will hit home.
Chapters:00:00 – Welcome to Marketing in the Madness LIVE01:20 – George Sullivan takes the stage02:10 – The power of building a brand through people03:25 – George’s origin story04:35 – “People buy from people”06:05 – Reclaiming your thinking in the age of AI07:55 – Trust vs. AI-generated content10:14 – AI’s impact on brand trust12:00 – Nike and human connection13:45 – Rising above AI “slop”15:05 – Loving the brand you work for
This is only the beginning. Over the next few weeks, we’re releasing more incredible talks from Marketing in the Madness Live - including sessions with some of the world’s biggest brands and thought-leaders like Richard Shotton, author of Hacking the Human Mind.
George Sullivanhttps://www.linkedin.com/in/george-sullivan-tss/
The Sole Supplierhttps://thesolesupplier.co.uk/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

How to Win the 60% of Deals You’re Losing Without Knowing It

Most B2B marketers are missing their biggest growth opportunity and it’s hiding in plain sight.
At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn’s B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you’ve been ignoring, and why brand fame still wins in a world obsessed with clicks.
From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business
Follow us for upcoming talks from the world’s biggest brands and boldest thinkers.
Jennifer Shaw-Sweethttps://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/
Katie Streethttps://www.linkedin.com/in/katiestreet/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

The Rise Of Agentic Commerce: How AI is Changing The Tech Landscape Forever with Mach Alliance

The next evolution of commerce has arrived and it’s powered by AI.
In this episode of Marketing in the Madness, Jason Cottrell, Founder & CEO of Orium and incoming President of the MACH Alliance, joins live from the MACH X Conference in London to explore how agentic commerce and composable technology are transforming the way brands build, sell, and connect.
From in-chat shopping on ChatGPT to the launch of new agentic protocols backed by OpenAI, Google, and Stripe, Jason breaks down how these technologies are reshaping the foundations of modern business.
What you’ll learn:
How AI-driven platforms like ChatGPT, Gemini & Perplexity are changing customer journeys.
Why the new ACP standard could redefine how we buy online.
The growing impact of agentic ecosystems and interoperable AI agents.
How composability enables faster innovation across global brands.
And much more!
Marketing in the Madness is the straight-talking podcast for marketing and digital leaders who want more - more growth, more clarity, and more impact.
Hosted by Katie Street, it brings together bold brands, sharp thinkers, and next-gen voices from across the industry — from Estée Lauder to Vodafone, Contentful, Jägermeister, and beyond.
Each episode cuts through the noise with real stories, honest insights, and ideas you can actually use.
If you’re serious about staying ahead of the shifts in AI, marketing, and tech - subscribe now!
 

How AI is Transforming Retail Operations at River Island

Retail is changing fast and River Island is already running ahead of the curve.
In this episode of Marketing in the Madness, we dig into how the brand is building smarter systems, faster teams, and better customer experiences using AI.
From automated code generation to an internal AI platform called Delta, River Island’s tech team is turning innovation into a daily habit.
We talk about what’s next for the brand, how AI is transforming retail operations, and why now’s the moment to plug in and start experimenting.
What you’ll learn:
- How River Island is building AI into its day-to-day operations- Why “test and learn” cultures are reshaping the retail playbook- The power of modular tools like Delta- What’s next for customer experience across web and stores
Don't forget to subscribe to our channel and hit that notification bell to stay ahead of the madness.
Chapters
00:00 – AI is now driving 50% of online traffic00:24 – The rise of test-and-learn cultures01:18 – How AI models are reshaping search02:28 – Inside River Island’s AI engine: Delta05:26 – The power (and risk) of new AI tools06:39 – AI’s future: scary or exciting?06:52 – River Island’s next chapter in innovation07:53 – Building smarter stores and better systems
Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Reimagining Retail: River Island's Tech Driven Customer Experience

In this mini episode of Marketing in the Madness, River Island’s CIO Simon Pakenham-Walsh reveals how one of the UK’s biggest fashion retailers is reinventing the customer experience through technology - both online and in-store.
After a “summer of reset,” the brand is doubling down on innovation, data, and seamless shopping journeys.
What you’ll hear:
- From RFID-powered “dump bucket” self-checkouts to smart fitting rooms that recommend your next size — River Island is redefining frictionless retail.
- How Simon’s team is uniting website, app, and store tech into one connected system where customers can browse, buy, and return anywhere.
- Why River Island’s focus on data, agility, and micro-experiments is shaping the future of retail innovation and customer experience design.
This isn’t just a tech upgrade, it’s a retail revolution built for the next generation of shoppers.
Subscribe to this channel for more raw, real conversations with the people shaping the future of marketing, tech, and creativity.
Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/