Tweet
Share
Share

The Indicator | November 13, 2026

By Sonal Gandhi
The Lead

Tweet
Share
Share

THIS WEEK'S HIGHLIGHTS

  • TikTok dominated headlines this week: Mattel debuts a branded storefront, holiday pushes from Crocs and Tarte feature platform-exclusive drops, and TikTok Shop tests a premium subscription model.
  • Fragrance revivals: Express becomes the latest brand to reinstate its heritage scent portfolio.
  • Read why in-person experiences have become essential to capturing attention and cultivating lasting loyalty in the digital era.

Image via: BoF

KEY INDICATORS​

  • British luxury brand Burberry has won over younger shoppers in the United States and China by offering a range of prices within each category, including affordable entry-level options. Apart from the focus on pricing, the brand has associated itself with a warm image of Britishness by playing on cultural tropes and marketing that involves casting British cinema and TV icons in quirky short films. (Reuters)
  • Seeking to capitalize on the expansion of live commerce, Mattel has introduced its initial branded storefront on TikTok Shop. Featuring an initial rollout of approximately 20 items from flagship lines such as Barbie, Hot Wheels, and Monster High, the offering will shortly grow to cover over 40 products. Since TikTok requires users to be 13 or older, Mattel’s storefront focuses on an adult audience—informing parents looking for children’s toys while simultaneously cultivating a rising fanbase of adult “kidult” collectors. (Modern Retail)
  • Express is reviving its fragrance portfolio for the first time since 2016, bringing back fan favorites like Loyalty for men and Love for women alongside three fresh scents and its inaugural body mist line. Priced accessibly between $16 and $49, the offering comes after the retailer phased out fragrance in 2019. Driven by persistent interest across Reddit and social platforms, the brand opted to reinstate iconic heritage scents while introducing new options to connect with a broader, modern audience. (WWD)
  • U.S. livestream retail revenue is projected to approach $20 billion this year, with annual expenditure per buyer expanding 23% to average $339.27, according to eMarketer research. This holiday shopping season, brands including Gap, Beachwaver, Crocs, and Tarte Cosmetics are leveraging live commerce events, primarily on TikTok. To capture buyer interest, Crocs and Tarte are rolling out platform-exclusive merchandise, including a specialized Disney partnership line from Crocs. (Glossy)
  • TikTok Shop is testing a new membership initiative for platform users. The social commerce platform launched its paid subscription tier to a select group of 1 million users. Subscribers gain access to perks including free delivery and special product discounts. Titled TikTok Shop Plus, the service provides an initial 30-day complimentary trial before transitioning to a $9.99 monthly fee. (Retail Dive)

  • Aiming to foster a more intimate atmosphere, Bloomingdale’s has launched a multi-million dollar renovation program spanning 13 locations, including its flagship store. Key physical updates feature a warmer take on the iconic black-and-white checkerboard floors, enhanced natural lighting, and curated, less dense product displays. Additionally, the retailer is elevating the in-store experience by boosting floor staff and encouraging associates to proactively engage with shoppers throughout the floor instead of staying behind service counters. (BoF)

  • Among the wave of Diwali marketing content across social feeds recently, one collaboration stood out: a video created by Sanjay Garg, founder of cult Indian fashion label Raw Mango, for Apple. The video featured a modern rendition of a 1990s Bollywood hit with performers styled in vibrant Raw Mango drapes. The joint Instagram upload from Apple and Raw Mango captured roughly 500 million views, 125,000 shares, and 22,000 comments, alongside 60 million views on Apple’s YouTube page shortly after launch. Online trends featuring dance recreations and commentary expanded engagement, turning the track into a viral festive soundtrack over the holiday. (BoF)
  •  

LEADING SPOTLIGHT

The Next Decade Will Be Won in Real Life

As brands look for ways to stand apart, and consumers seek meaningful engagement outside of their phone screens, in-person experiences have become essential to capturing attention and cultivating lasting loyalty. We spoke with executives at today’s top brands to uncover how they are redefining real-world experiences. 

Read the full story.

MOVERS & SHAKERS

  • Adnan Somani (Direct 60 ‘26) has been promoted to CTO at Authentic Brands Group.

  •  

Have exciting career moves? Email contact@the-lead.co 

PRESENTED BY —

Suggested Reading

The Next Decade Will Be Won in Real Life

The Next Decade Will Be Won in Real Life Based on executive interviews conducted for The Lead’s Direct 60 and Impact 50 Lists. By Sonal Gandhi Chief Content Officer at The Lead “The last decade was won on screens, but the next will be won in real life.

Read More

Supreme Makes A Comeback | November 6, 2026

The Indicator | November 6, 2026 By Sonal Gandhi The Lead THIS WEEK’S HIGHLIGHTS In this week’s noteworthy brand collaborations: Alice + Olivia joins forces with Coca-Cola, while Nordstrom taps David Bowie’s estate for its holiday push. Shifting marketing strategies: TV and CTV/streaming ads claim the top spot

Read More