Five Fashionistas That Are Thriving

27 Apr

Although many fashion firms are undergoing difficult times, there are some bright spots among specialized fashionistas  and related companies.

Fast Company has identified five of them:

“The following five companies illustrate the power of building a brand atop an authoritative editorial voice, whether it’s in the form of viral videos and lifestyle blogs or influencer ‘grams and disappearing Snaps. They’re also fostering conversations with consumers—sneakerheads, fashionistas, and beauty obsessives alike—that inform everything from product design to distribution and marketing. In their hands, content has become a robust engine for commerce.”

  • CLIQUE MEDIA GROUP — “For parlaying fashion advice into retail gold. Clique Media leaped out of the digital world and into the physical one in January 2016 with a clothing line for Target. The millennial-minded Who What Wear collection offers runway trends at big-box prices ($34.99 for velvet pants, $44.99 for a cape blazer) and keeps up with the frenetic pace of fashion by committing to 12 updates a year. It’s a natural evolution for the company, which grew out of the Who What Wear blog started by Elle magazine veterans Katherine Power and Hillary Kerr.”
  • GLOSSIER  — “For collaborating with customers to create cult cosmetics. The beauty industry has generally flowed in one direction: Executives in glass towers decide which products they’re going to put on shelves, and women buy them (or don’t). Glossier founder and CEO Emily Weiss has turned this process into a two-way conversation by asking readers of her beauty news and reviews website, Into the Gloss, to weigh in on every aspect of her skin-care and makeup company.” 
  • HYPEBEAST — “For uniting sneakerheads into a lucrative demographic. ‘In the world of hype, in the world of cool, you need to be the coolest platform selling the coolest products,’ says Kevin Ma, the unflappable founder of the Hong Kong–based streetwear site Hypebeast. Championing edgy brands such as Raf Simons, Vetements, and Hood by Air, Ma’s site has grown from a simple sneakerhead review hub (created in his Vancouver bedroom) to a multifaceted arbiter of all manner of urban fashion and culture that includes Hypebeast, the year-old female-focused Hypebae, and an online marketplace called HBX that sells everything from Yeezy Boosts to Leica cameras.” 
  • KENZO — “For ripping up the seams of fashion marketing. When actress Margaret Qualley shot lasers from her fingers during a dance routine in the Spike Jonze–directed short film Kenzo World, that’s likely when marketers went slack-jawed. Commissioned to celebrate the launch of the French fashion house Kenzo’s Kenzo World fragrance, the spot (which went viral) and won a top industry award, led to a wildly successful soft launch of the perfume — no paid media or marketing required. (Parent company LVMH cited the campaign as helping drive the 8% growth in its perfumes and cosmetics division in 2016.)”
  • REWARDSTYLE — “For giving influencers a must-have accessory. Founder Amber Venz Box has channeled her frustration as a fashion blogger who wanted to make more money into a full suite of back-end publishing and tracking tools. Today, RewardStyle allows her and her fellow bloggers and Instagram personalities the chance to earn commissions on the products they promote. ‘Our mission is making [influencers] as economically successful as possible,’ she says. Users who like a RewardStyle influencer’s ’gram receive an E-mail on where to buy the featured look.”

 
Click the image to read more about these five firms.

“There [is] no reason to be shy. The world is hungry for new things,” says Kenzo co-Creative Director Carol Lim of the approach she and Humberto Leon take to content marketing. [Photo: Pari Dukovic]


 

Can Mark Wahlberg Help AT&T?

26 Apr

The competition among TV service, Internet, and cellphone service providers is more intense than ever — especially with the discount cellphone service pricing from T-Mobile and Sprint. Both AT&T and Verizon have seen this competition hit their bottom lines.

As a result, AT&T has just signed up celebrity Mark Wahlberg to headline video commercials that encompass all of the services that AT&T offers. Will this “all in one” campaign succeed?
 
 
Here is is a 90-second ad that AT&T uploaded to YouTube on April 24, 2017.


 
No matter how well the campaign does, Mark Wahlberg will do VERY well!!! 🙂


 

Attributes That Employers Study for Their Marketing Hires

25 Apr

What attributes do employers most value when considering candidates for marketing positions? Certainly, there are many possible answers to this question depending on the company, the specific job, and other criteria.

Nonetheless, here is an interesting delineation of factors that employers consider, as suggested by Geoffrey James for Inc.:

“Hiring great marketers can be challenging, though. Some marketers are great at appearing to be useful when they’re really accomplishing next to nothing. And, in my experience, some of the worst marketers have MBAs or years of experience. With that in mind, here’s what [employers should] look for in a marketing candidate.”

  1. A person who understands that marketing is a service. The first question to ask any candidate for a marketing job: ‘Define marketing.’ The answers will fall into three categories: (a) ‘Say whut?’ You’d be surprised how many marketers (including people with MBAs) don’t have a working definition of what they do, or plan to do, for a living. (b) ‘Marketing is strategic.’ Some marketers define marketing too broadly. Candidates who hold such bloated notions tend to squander their energy in too many directions. (c) ‘Marketing is a service.’ A top marketing candidate will tend to define marketing as a service that helps sales do its job more easily.”
  2. A person who likes being measured. Strong marketing groups (and the candidates you’d want to hire in them) are all about quantitative measurement. They’re familiar with marketing metrics (like conversion rates) and more than willing to have their work  judged on the basis of verifiable numbers.Weak marketing groups focus on activities, regardless of whether those activities generate sales opportunities or help salespeople close them. Such activities include brochures that nobody reads, fancy ads that generate zero sales leads, trade shows that are networking parties for the marketers, and more.
  3. A person who can write concisely.  We live in a constant state of information overload. Thus, the only marketing messages that are heard and remembered are short, vivid, and original. Unfortunately, some marketers are prone to use $5 words when 50¢ words would do the job better; biz-blab like ‘reach out,’ ‘circle back,’ and ‘pick your brain’; and clichés like ‘disruptive innovation,’ ‘industry-leading,’ and ‘state of the art.’ These sins can be deadly to marketers who must communicate with customers who are notoriously unwilling to wade through thick business prose.”
  4. A person who’s had some experience selling.  Great marketers have a deep respect for the job of selling. They realize that marketing is only meaningful if it helps salespeople do their job, which is much more important than any marketing task. You needn’t hold out for someone who’s sold for a living (although that would be ideal), but it is important that a marketing candidate know what it’s like to actually sell.”

Click the image to read more.

                   CREDIT: Getty Images

 

How Dominant Is Amazon Online?

24 Apr

It’s no surprise to any of us that Amazon is by far the leading online U.S. retailer. But would you be surprised to learn that Apple’s most recent annual online revenues exceeded those of Walmart? Or to learn that Amazon’s online revenues for its most recent year were greater than the next 14 U.S. retailers COMBINED (according to eMarketer)?

In the following chart compiled by us from eMarketer, E-commerce and store revenues are shown for the 15 leading online U.S. retailers. Highlighted in the chart are E-commerce revenues, growth in E-commerce revenues, E-commerce revenues as a % of company revenues, store sales and store sales growth, and overall revenues and revenue growth for the firms’ most recent reported year.  [Note: The table shows that Amazon had more than $40 billion in B2B revenues].

Among store-based retailers in the chart, E-revenues as a % of company revenues are highest for Williams-Sonoma, Nordstrom, Macy’s, and Gap. They are lowest for Walmart, Costco, Target, and Home Depot. And while E-commerce sales grew for most firms in the chart, store revenues  declined for more retailers.

Click here to see the same types of data from eMarketer on many more retailers. Click the chart for a larger version of it.

 


 

Do YOU Trust Companies with Your Personal Data?

20 Apr

We know that there have been incidents of stolen data around the world. These are involuntary hacks of our personal information. So, how do we feel about voluntarily sharing our information with companies? Many of us are rather reluctant to share more personal data due to concerns about identity theft, access to private information, and more.

As reported by eMarketer:

“A Pew Research Center report published in January 2017 found that only 14% of US consumers felt ‘very confident’ about entrusting companies/retailers with their data. Almost the exact same number said they were not at all confident.”

 

 

Winning at Omnichannel Marketing: A Video Overview

19 Apr

Check out this video and paper on omnichannel marketing from BRP and Radial:

“Today’s customer is always connected and always on. Digital and mobile commerce have elevated consumer expectations of the shopping experience. She expects service anytime, anywhere, and any way she wants it. Marketers realize they need a different approach to enable a unified experience, one supporting the convergence of digital and physical worlds.”

“A unified commerce platform becomes a single consolidation point for all transactions, inventory, pricing, order management, CRM, call center, etc. This platform provides a single version of the truth across all channels to enable transparency, or the ‘glass pipeline’ of real-time visibility to inventory, product, and customer information. This is the nirvana, or end-state, that many marketers are trying to achieve with their customer experience and unified commerce goals. By moving the heart of the transaction, merchandising, and fulfillment activities to a centralized platform, marketers can allow their digital commerce applications to be more innovative and agile. This enables marketers to utilize their digital commerce offerings to contribute to the personal, ubiquitous, and unified experience that customers expect.”

 

 

Another United PR Disaster: You Can’t Make This Up!

18 Apr

After its recent public relations nightmare, when it forcibly removed a passenger from a seat due to overbooking (overloading)  and dragged him from his seat, you would think that United Airlines would have learned its lesson. Social media and TV reports skewered United for its actions. Just this one video received more than 3.6 million views in a single week after the incident.
 

 
As a result of the continuing social media barrage — and after several PR missteps, United’s CEO finally issued a more consumer-oriented message to the public. As reported by Brandon Morse for THE BLAZE:

“United CEO Oscar Munoz has stated that in light of the recent deplaning debacle [on April 9, 2017], United Airlines will no longer use police to remove passengers from planes. In an interview with Good Morning America, Munoz stated that he felt ‘ashamed’ over how passenger David Dao was forcibly removed from the flight, and promised to review his company’s passenger removal policy. According to United spokesperson Maddie King, the passengers who witnessed the incident of flight 3411 will be reimbursed for the price of their ticket [if they sign a waiver against suing]. This news comes on the heels of the announcement that two more officers that were involved in the incident have been put on leave.”

From Fox News:

“That is not who our family at United is,” Munoz said. “This will never happen again on a United flight. That’s my promise.” In the future, law enforcement will not be involved in removing a “booked, paid, seated passenger,” Munoz said. “We can’t do that.”

So did CEO Munoz really mean what he said? You decide! On April 15, 2017, less than one week after the above incident, United removed two passengers on the way to their wedding. NPR’s Doreen McCallister reports that: “A couple flying to Costa Rica for their wedding were removed from a United Airlines flight in Houston on Saturday. The incident happened nearly a week after a video showing a passenger being dragged off a Chicago-to-Louisville flight went viral. Michael Hohl and Amber Maxwell are scheduled to get married on Thursday.
 
Here’s a video clip from USA Today on this latest incident.
 

 
More!! The parodies of United Airlines are brutal. Here’s one example (recorded before the wedding couple incident).
 

 

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