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What’s up with White Fox? How ‘Hotmail viral’ marketing helped the fashion brand win over gen Z

Outdoor advertising is just a very visible tip of the rapidly growing Australian fast-fashion brand’s sales efforts, which also include a university student influencer program Get our weekend culture and lifestyle email Four women standing in front of a caravan in the desert appear the first time I open the White Fox app. The cowboy hats, micro-shorts, low-slung belts and knee-high boots suggest they’re on their way to Coachella. The text reads: “Your new wardrobe just dropped,” alluding to the “hundreds of styles” the online-only Australian fast-fashion brand says it releases every week. The image encapsulates the strategy that has made White Fox a favourite among teenage girls and twentysomethings across Australia, the United Kingdom and United States. It positions White Fox as the brand hot girls wear to cool parties, and generates fear of missing out in the process. Sign up for the fun stuff with our rundown of must-reads, pop culture and tips for the weekend, every Saturday ...
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Nasa briefly loses contact with ISS after power outage and relies on backup systems for first time

Loss of communications with International Space Station forced Nasa to rely on Russian systems instead

A power outage at Nasa’s building in Houston disrupted communication between mission control and the International Space Station (ISS) on Tuesday, forcing the space agency to rely on backup control systems for the first time.

The outage meant mission control lost command, telemetry and voice communications with the station in orbit. The power outage hit as upgrade work was under way in the building at Houston’s Johnson Space Center.

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