The Week in Commerce Marketing — Retail, E-commerce and DTC: June 13, 2025 edition

In what it’s billing as the “first home improvement creator network,” Lowe’s is promoting a massive a new initiative to amplify its DIY messaging in the digital space. The Lowe’s Creator Network, currently in the beta-testing phase, is designed to help influencers “share project-driven stories” for mutual brand-building. In something of a coup, Lowe’s has secured MrBeast, one of the world’s most merchandisable YouTubers, as a launch partner; he’ll maintain a dedicated storefront with select tools, gear and project plans that align with his stunt-centric online content — think: obstacle course provisions, power supplies, lighting rigs — as will other featured creators. (As part of the deal, Lowe’s will also become the exclusive building partner for contestant housing on the set of “Beast Games,” MrBeast’s reality competition show on Amazon Prime Video.) Outside of this affiliate-style curation, the Lowe’s Creator Network also includes competitive commissions, product samples and training resources. Lowe’s says it has already enrolled 17,000 creators in the program and is rolling out additional incentives for participation, from access to the new Lowe’s Creator Summit to potential long-term sponsorships.

Previously:

• “Lowe’s introduces AI tool that helps employees navigate in-store sales,” from the May 25 edition of this column.
• “Lowe’s launches a platform designed to simplify home maintenance for MyLowe’s Rewards members,” from the Nov. 8, 2024 edition of this column.

More commerce operations and innovations:

• “Walmart puts ‘Sparky’ next-generation AI assistant into wide release” (Chain Store Age)
• “David’s Bridal moved production out of China — now it’s manufacturing clothes for other brands” (Glossy)
• “Market 32 and Price Chopper gamify summer loyalty program” (Chain Store Age)
• “Walmart is using its own fintech firm to provide credit cards after dumping Capital One” (CNBC)
• “First Look: NBA Store debuts at Mall of America” (Chain Store Age)
• “Why DTC brand Skimpies is launching in TJ Maxx and Marshalls” (Modern Retail)
• “Sustainable Clothing Brand Pact Debuts Resale Program” (Retail TouchPoints)

In an attempt to match eBay’s recent fashion-focused push (see: the auction brand’s first-ever trend report and in-house style analyst, announced last month), e-commerce giant Amazon has secured pre-owned luxury retailer Rebag as a featured seller. Under the agreement, the latter’s catalog of “pre-loved” designer handbags, watches and jewelry will be available for purchase via Luxury Stores at Amazon. Rebag’s seller hub, which is live now, features pre-owned wares from super-premium brands including Gucci, Rolex, Cartier, Hermés, Louis Vuitton and more. This deal signals renewed interest in luxury on the part of Amazon, which spent years trying to gain traction in the space before committing to invest in Saks Fifth Avenue parent Saks Global last year (and, subsequently, tapping the high-end department store to anchor an updated Luxury Stores at Amazon vertical).

Previously: “Amazon Fashion taps Saks Fifth Avenue to create a new online luxury storefront,” from the May 2 edition of this column.

More commerce partnerships:

• “Five Below Partners with Uber Eats for Delivery from 1,500+ Stores” (Retail TouchPoints)
• “Customers Can Now Have Their Shoes from Dick’s Delivered on Uber Eats” (Footwear News)
• “Dick’s Sporting Goods teams up with Fanatics Fest collectibles event” (Chain Store Age)

Retail’s shifting economics have impacted many mall-store players, taking a particular toll on youth-oriented brands such as Forever 21. PacSun has managed to effectively reposition itself — pivoting from aughts surf-and-sun to a more relevant, streetwear-forward identity — with the help of savvy brand partnerships with Formula 1, Barbie, Netflix and others. One of PacSun’s strongest efforts in this space is its ongoing (and unexpected) relationship with The Metropolitan Museum of Art. Hence the summer 2025 The Met x PacSun collection, a new capsule that merges on-trend, preppy-punk silhouettes with the museum’s iconic logo and works by Renoir, Mondrian and others. The line is remarkably expansive, featuring 80 pieces in total, with men’s and women’s items that range from easy-wearing (graphic tees, embroidered caps, crew socks) to adventurous (cropped mesh jersey, faux leather shorts), as well a mini-capsule of kid’s clothing. The collection is available now at PacSun.com, with prices starting at $10.

Flashback (to August 2023): “The Met Keeps Releasing Clothing With Pacsun. Why?” (The New York Times)

Previously:

• “PacSun hosts Roadside Stand pop-up for Palm Springs festivalgoers,” from the April 11 edition of this column.
• “Anthropologie collaborates with The Met on new homeware collection inspired by the Gilded Age,” from the Oct. 11, 2024 edition of this column.

More brand collabs:

• “H&M Beauty and Chupa Chups: A Sweet New Beauty Story Coming July 2025” (Licensing International)
• “SharkNinja Launches Limited-Edition ‘F1’ Collection Inspired by Film’s Black-and-Gold Race Car Design” (Variety)
• “Howler Brothers And Toyota Just Launched Land Cruiser-Inspired Swag” (Forbes)
• “Champion partners with NFL” (Fashion Dive)
• “American Girl and Crocs Join Forces on Matching Shoes” (Trend Hunter)
• “Dolly Parton and Kendra Scott’s New Jewelry Collection Is a Love Song You Can Wear” (Daily Beast)
• “Caitlin Clark, Wilson release four new signature basketballs” (Sportico)
• “With Help From Post Malone, Stanley 1913 Wants to Show It Sells More Than Cups” (Adweek)

Fashion designers — and, by extension, fashion marketers — often face a vexing question: How do you capture, brand and sell an emotional concept? Coach offers an excellent answer by way of its Winter 2025 collection, which draws inspiration from the joy of playing dress-up during childhood. The new line ranges from tulle and chiffon dresses to oversized cardigans and a faux fur cape, replete with large-format patterns, tactile embellishments and even a cameo from Disney’s Pluto. In a whimsical touch, each of the looks features thematic accessories such as leather crowns, bunny ears, oversized sunglasses, wands and swords. Keep an eye on how Coach takes advantage of this narrative cohesion in its upcoming seasonal brand campaigns.

More brand launches:

• “Dolly Parton Expands her Heart & Home Collection” (Trend Hunter)
• “Pottery Barn Kids Launches Pokémon Collection” (Store Brands)

Brand campaigns:

• “Tony’s Fresh Market Offers Meat That’s ‘A Cut Above the Rest’” (Chain Store Age)
• “Patrick Mahomes Is Invisalign’s Latest Unexpected Celebrity Ambassador. Here’s Why” (Adweek)
• “Walmart challenges consumer perceptions with ‘Who Knew?’ campaign” (Marketing Dive)