Refinery29 Recharged

Brand Boosting the Digital Mediasphere

Patti Jordan

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0055
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Abstract

The award-winning digital media company Refinery29 was launched in 2005 as a consumer resource for local merchandise. The platform has since grown into a global lifestyle brand that is focused on fashion, beauty, and entertainment. From the time of its conception Refinery29 firmly established itself in a market segment of women aged eighteen to thirty-five—the company increased its advertising revenue at a significant rate between 2012 and 2015. In December 2017, however, Refinery29 announced worldwide staff redundancies, which were attributed to changes in the digital mediasphere. Renewing its focus, Refinery29’s rebranding has helped to revive its viewership; the digital provider now prioritizes not only editorial content, but a more visually impactful, robustly designed platform with greater media options. Students will examine the challenging advertising climate to create multiple, alternative methods to reinvigorate the Refinery29 brand and further increase its viewership and revenue. Students will be prompted to outline how the company can potentially renew credibility, regain profitability, and continue to demonstrate a profit margin over a ten-year trajectory.


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