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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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Number of abandoned cats soars by more than 30% in UK

Leading animal rescue charity describes situation as a ‘deepening crisis’, as cost of caring for pets rises

The number of cats and kittens being abandoned in the UK has soared by more than 30% this year, according to a leading animal rescue charity, which described the situation as a “deepening crisis”.

Last year Cats Protection helped a total of 184,000 cats, which equates to about 500 a day. However, the charity has launched an urgent appeal for donations as staff struggle with a 34% increase in abandonment cases in the first seven months of 2024.

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