Go Skims Go?
You're doing amazing sweetie?
After pulling the $148 highly coveted holiday calendar that included goods, we are left with the ultimate question - and it’s not what you are thinking. Of course, the internet immediately went toward the question: was it a marketing play? Some tactics throughout the industry’s history might suggest that it is, but we want to ask: was it an earned media play that went all south? And we are not talking about Southern California this time… The thing is (like we said before) the industry’s favorite term to showcase success in today’s landscape is earned media value. And while we argued before that the term is already skewed and clearly not representing what’s actually happening (in today’s landscape!!), we want to ask you: do 68M views on one TikTok video count as earned media value for the brand in closed-door meetings? Because if not, the term is completely one-sided and, therefore, should have been retired as of five business days ago. With refunds along the way - can anyone refund us the time it took us to write this caption too? Just asking… Website to show the dream, real moments on demand on TikTok…
Don't miss the next one.
New stories from The Mercer Edition, in your inbox or your feed.
Keep Reading
Celine Printemps 27 Campaign is here!
Celine Printemps 2027 campaign is here!! Honestly, few sentences and words are making us jump out of our seats - and hearing Zoë Ghertner and Michael Rider together is certainly a top three here at The Mercer Group C...
November 10, 2026
Balenciaga teams up with Damien Hirst to celebrate 25 years of the Le City bag.
With the recent news covering the historic moment within the house (MARTINE!!) // another important moment comes along and joins the rider, as the house’s iconic Le City Bag turns 25 this year, a moment that ignited a...
November 10, 2026
Friends Of The Mercer: Donny
November 10, 2026
Loewe and Tim Burton both treat craft like something you make by hand.
About 100 and some years later, in Burbank, California, another craft-driven came to life in the form of Tim Burton. Since then, frame after frame, or garment after garment, we made it to 2026, where the brand’s holid...
November 09, 2026
Friends Of The Mercer: Mellow
November 08, 2026
Alaïa is revisiting the house’s roots with Winter Spring 2027 campaign.
Maison Alaïa's Winter Spring 2027 Archetypes campaign is here, and this time it focuses on the house’s roots and values, across the silhouettes and how they radiate that confidence through their structure, alongside t...
November 08, 2026
You can’t force people to see the vision behind your creative work.
The more and more we practice our work and evolve into a newer version, the less and less people are going to understand the vision and where we are trying to go. It’s a fact, for us at least. It’s almost as if people...
November 06, 2026
Martine Rose taking over Balenciaga is exactly what fashion needs right now.
Well, we guess the only time we like rumors is either when Fleetwood Mac is spinning on the vinyl player or, in that case, when it comes to fashion and how it exists on social media. For 16 months, Balenciaga’s reign...
November 06, 2026
MERCER___FM: CYCLE 01
It’s Friday! Some chats around the editors’ GC had us thinking about what we are currently listening to and the new tracks we are tuning into this week! Now compiled into a playlist that you can save and play with you...
November 06, 2026
Skepta's The Fork and Knife is out now!
SKKKKKKKKKKKKKK!!!! Skepta’s new album, “The Fork and Knife”, just landed on streaming, and like always, you know we had to tune in and see what the new work from the living legend himself includes this time. Well, w...
November 06, 2026
The new cool is saying no without feeling like you owe an explanation.
As we continue to explore the ingredients that make cool cool in 2026, going into 2027, something I’ve been thinking about a lot lately is the concept of owing an explanation to everyone who contacts you: why you are ...
November 05, 2026
Friends of the mercer: Viv
November 05, 2026
Creative Success is not defined by how much work you're putting out.
There is this idea that we need to post as much as we can to capture the biggest audience, a notion that is a bit self-destructive if you ask us. Because yes, in the past we advocated for not looking for perfection wh...
November 04, 2026
Ye's Historic run is not stopping at breaking show attendance records.
Almost any attempt to challenge that take is grounded in personal beliefs // ones that choose to neglect and disregard all the signs and numbers, along with the demand from fans and the culture by itself. We are talk...
November 03, 2026
Kaytranda Just Shut Down Pacha New York With A Sold Out Show!
At some point in life, whether you are into house music or not - you run into the infamous @kaytranada set at Boiler Room. There is no way around it, and you definitely can’t ignore it. It’s practically a definitive m...
November 03, 2026
