“Luxury brands increasing their prices is actually the right move for them right now because the democratization of luxury brands and the proliferation of dupe culture has eroded the exclusivity of some of the specialness of luxury brands,” Quynh Mai CEO of Qulture said. “The truly rich consumer who can buy five or 10 pieces from a brand, as opposed to just one, is not that price-conscious. Luxury brands that are moving into accessories, fragrance and makeup to satiate the aspirational customer and leaving handbags, shoes and clothes for the truly the rich are doing the right thing.”

“Brands need to genuinely engage with their audiences and elicit feedback, ideas, and conversations,” said Quynh Mai, an expert in online culture. “Community cannot be built with one-way broadcasts.”

Fashion's embrace of LGBTQIA+ talent runs deeper than seasonal campaigns and Pride collections.From Christian Dior to Marc Jacobs, creative visionaries shaped an industry where representation spans every role - from CEOs to makeup artists."Fashion has been about embracing creativity, design and the feminine spirit. Early gay designers were well-received in the industry and culture because they served women who admired their good taste and flair. It was one of the first industries that openly embraced gay men because its customers did."This customer appreciation fostered genuine inclusivity, not just acceptance. The result? Fashion became an industry where LGBTQIA+ talent could lead authentically and shape culture. For more thoughts with Andre Claudio at WWD about fashion's unique relationship with LGBTQIA+ talent and what other industries can learn from this evolution.

What a powerful and important conversation about authentic leadership with Pilaar Terry from POV Agency, Maria del Pilar Casal of Televisa Univision, and author & photographer Cheryl Fox! We discussed something I feel strongly about: embracing our cultural identities and genuine selves creates stronger organizations and more meaningful connections with audiences. Women-led organizations are nearly 2x more likely to be rated as having an inclusive culture, but that's not an accident. It takes intentional leadership to create that culture. Our session "Leading with Authenticity" explored the truth that being ourselves - and encouraging our teams to do the same - creates stronger work, better ideas, and deeper connections with audiences.

Qulture, a leading agency at the forefront of digital culture, marketing, and innovation, has officially joined MA+Group, a consortium of specialist companies dedicated to providing innovative creative solutions to fashion, beauty, and luxury clients worldwide.

In an era of rapid technological advancement and cultural shifts, brands face relentless pressure to adapt and innovate to remain competitive. This collaboration offers agile, strategic, and creative marketing solutions, positioning brands to resonate more deeply with contemporary consumers.

Quynh Mai, CEO and Founder of Qulture, states, "We are thrilled to join forces with MA+Group after many years of collaboration. This partnership allows us to expand our global reach and capabilities while maintaining our commitment to delivering innovative, effective, and culturally relevant solutions for our clients."

MSN’s “5 Ways Pop Culture Influences How You Build Wealth” analyzes how technology and changes in pop culture have revolutionized the way people now build wealth. Financial education, once spread through radio and TV, now thrives online, giving consumers unparalleled access to both experts and everyday people who share their success stories.

Quynh Mai, CEO of Qulture, notes, “Unlike previous generations, digital-savvy consumers have unparalleled access to financial information and wealth-building strategies, thanks to social media and platforms like YouTube, Reddit, and Substack.”

A key trend is the rise of financial influencers who focus on saving and wealth-building. Mai explains, “These influencers have built substantial followings by teaching audiences the keys to building wealth, effectively shaving years off of their financial journeys.” However, she also cautions that some influencers promote consumerism, creating conflicting financial advice for people to navigate.

Pop culture, especially music, continues to be a powerful force shaping consumer behavior and spending patterns, even during economic downturns. This trend was evident during the 2007-2009 Great Recession with the rise of "recession pop".

“During the Great Recession, people cut back on non-essential items,” Quynh Mai, CEO and founder of the digitally native creative agency Qulture, told Sourcing Journal. “But when something was considered a must-have through pop culture, they were willing to scrimp and splurge to obtain it, offering consumers a sense of escapism and a feeling of connection during the economic downturn.”

Fast-forward to 2024: While the economy is not as it was in 2009, pop culture continues to play a crucial role in shaping consumer behavior, Mai noted with contemporary examples like Beyoncé's "Cowboy Carter" inspiring Western fashion trends, and Charli XCX's "Brat" album reviving the Y2K brand Von Dutch.

“Many companies underestimate the powerful influence of pop culture. Since the beginning of marketing, word of mouth has been the most effective strategy, especially for younger consumers who are skeptical of ads,” Mai said. “Pop culture is one major way to help make a brand recession proof by keeping it relevant and making it a must-have. When pop culture highlights an item, color, service or song, it creates a sense of urgency and desirability, which is important during economic uncertainty.”

Modern Retail’s article “Scarcity and growth are oppositional: How the streetwear brand Supreme lost its luster”, documents this once cultural icon who has experienced a significant decline in recent years, culminating in its sale to EssilorLuxottica for $1.5 billion - a loss from its previous $2.1 billion valuation.

This downfall is attributed to the brand's increasing accessibility and corporatization under VF Corp's ownership, which led to consecutive revenue drops, decreased search volume, and waning popularity on resale platforms. Supreme's journey from an independent New York City skate shop to a brand changing hands multiple times has diluted its exclusivity and community feel.

Quynh Mai, CEO of digital creative agency Qulture, states: "When Supreme was on Lafayette Street back in the day, it was a skater hangout, a clubhouse of sorts. When it scaled and opened stores, no matter how magnificent, it lost its community and with it, its cool.”

“In this evolving digital age, anchoring ourselves in verified truths is not just a necessity but a responsibility we must all shoulder. Navigating the post-post truth world requires a multi-faceted approach that combines legislative action, education, and a critical mindset

The erosion of trust in traditional media and the rise of AI-generated content necessitate a vigilant and proactive stance from all of us. By implementing these strategies, we can better navigate the complex landscape of information and maintain the integrity of our democratic processes and societal interactions.” - Quynh Mai CEO and founder of Qulture

Inc. Magazines' article Google's New AI Search: Founders and CEOs Share Fears, Hopes About the Future, Quynh Mai discusses the fears around Google's new AI powered search results.

"Google used to be thought of as a fair-and-balanced search engine. That--for some time--has been taken over by ads, allowing savvy marketers to hack the algorithm, essentially narrowing results. Now with AI, it's going to be really compressed into a tiny sliver of information. We know that most users don't go through the first page--and most users are on their tiny-screen phones.

Artificial intelligence meets Madison Avenue - Quynh Mai, the CEO and founder of Qulture, joined KRLD's David Johnson on the CEO Spotlight to discuss how AI is changing the marketing landscape and how to adapt to and stay relevant.

Moving forward, dollar stores can maintain their relevance by innovating their business models and enhancing their offerings to meet the evolving needs and preferences of their customers. The coming decade will undoubtedly bring changes, but with strategic adjustments, dollar stores have the possibility of playing a vital role in the communities they serve.” - Quynh Mai Founder/CEO

“I found this latest film a little bit performative, and very much the brand trying to virtue signal to their customers,” said Quynh Mai, founder of digital creative agency Qulture. “It was disappointing to me as a Patagonia customer myself.”

“We tend to give all credit and success to the vision of one person,” says Mai. “You don’t hear about their strong management teams or dedicated workers. We may want to idolize successful people, but the truth is that no one gets there alone. To be successful, you need a strong, dedicated, and trusted team to help guide you and grow your company.” -Quynh Mai, founder of Qulture

"You always feel like you're a part of his project, rooting for him." Donaldson's challenges to others are not extreme compared to the rewards, as anyone can hold their hand on a Lamborghini for days, for instance. -Founder/CEO, Quynh Mai.

Put simply, companies should look to Gen Z not only for inspiration, but also to inform their marketing strategy and guide their future business decisions for years to come - Quyhn Mai Found & CEO

“The genius of Stanley Cup was its colorway that could be carefully accessorized to meet the athleisure trend that has been strong since the pandemic,” says Quynh Mai, founder of Qulture, a New York-based digital marketing agency that tracks social media trends. “The 110-year-old brand name gave it legitimacy and legacy, but it was its colors and limited-edition drops that made it a fashion accessory.”

““Liquid Death nailed it with their aluminum can vessel as it nods to the nostalgia that Gen Z loves – those soda cans they drank when they were young before everything went plastic,” remarked Quynh Mai, the CEO and Founder of New York City-based Qulture, a marketing agency that focuses on brands seeking to connect with Gen Z consumers. “Liquid Death marketed its products through stunts that were more closely aligned with Mr. Beast’s YouTube hijinks and nostalgic episodes of Punk’d than traditional CPG marketing.