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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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Energy bills: don’t break promise on social tariff, Sunak urged

Martin Lewis and Citizens Advice among those telling PM poorer Britons must get help, as industry source calls idea ‘unworkable’

More than 140 organisations and individuals, including the consumer champion Martin Lewis, have told Rishi Sunak to make good on a promise to help Britain’s least well-off households with a social tariff for their gas and electricity.

The group has written to the prime minister reiterating calls to fulfil a government pledge to help vulnerable households with a discounted rate for energy bills before the last remaining support schemes come to an end in April.

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