| Influencer gifting without a clear purpose | Prioritise partnerships that deliver relevant audiences, distinctive content and measurable brand or customer value. |
| One off events with no lasting impact | Experiences should generate cultural relevance, reusable content and opportunities for customer recruitment. |
| Duplicated campaign production | Build more value from major creative investments through connected storytelling and planned content production. |
| Excessive retargeting | Avoid paying repeatedly to capture existing demand without demonstrating incremental sales. |
| Blanket discount led acquisition | Protect full price demand, product value and customer profitability. |
| Fragmented international investment | Focus resources on priority markets where customer demand and commercial economics justify scaling. |
| Technology without a validated business case | Prioritise customer problems, measurable benefits and existing capabilities before committing to new platforms. |
| Fashion Week activity without a broader role | Connect visibility to cultural influence, customer recruitment, content and sustained amplification. |
