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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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Tokyo braces for another ‘big one’ on 100th anniversary of deadly quake

Japan has learned key lessons from the 1923 earthquake that killed 105,000 people, but rapid growth of the capital has raised the stakes

The earthquake that struck the Tokyo region two minutes before noon on 1 September 1923 was so powerful that it destroyed the central weather bureau’s seismometers.

Over almost two days, fires triggered by household gas burners, chemicals and overhead wires raged through the wooden buildings of eastern Tokyo’s low-lying shitamachi neighbourhoods.

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