Oh, You Mind Reader

December 13th, 2013 § 0 comments § permalink

 Strike A Fashion Pose via thenletitbe.tumblr.com

Was diggin’ around in my inbox and found this oldie but goodie article about how Kate Spade dominates social media platforms. Yes, its a bit old from last year, but it does hold true.

For years I’ve admired the digital team at Kate Spade. They totally get digital marketing, and they have a distinct point of view, stick to their brand voice and brand vision, and aren’t afraid of experimenting on new platforms. 

Not everything in their marketing tactics is about sales. This is my kind of marketing. To me, marketing should instill emotion, a connection with a brand that you didn’t have before. When I read “But the non-promotional updates help build customer loyalty and understand the message the brand wants to convey”, I was like ‘that’s what I think’. I’m know that Im not always the customer, but what I do know that i respond better to real conversations, real stories, and points of view, than a promotional message.

Kate Spade Instagram

It’s not just a great break from the tired broken record of “buy buy buy” (no, not the NSYNC song), but again, its like who wants to hear the same thing over and over again? You wouldn’t do that to your friends right? Why do it to customers?

That is all.

xo

#BigHugs

September 17th, 2013 § 0 comments § permalink

It really made me smile watching this Cynthia Rowley video, so much that I had to share. I also didn’t realize when I went to her site how beautifully laid out it is, and comprehensive it is featuring everything relevant to the brand right now such as NYFW Spring 2014 show, the Big Hugs video, and latest arrivals. The UX is easy and super cleanly designed. LOVE.

Cynthia Rowley Marketing

London Calling

September 16th, 2013 § 0 comments § permalink

London Fashion Week Marketing

So, just coming back from another #NYFW and seeing a slew of posts of people complaining how “mainstream” its gotten, I was super happy to see that London feels the opposite. London brands and designers alike are seeing #LFW as an opportunity to speak directly to the consumer, which is awesome in my mind, since ultimately if a consumer doesn’t like it, they won’t buy it. Buyers and editors can love it all they want, but if ultimately people are not buying the product you make, then your business wouldn’t thrive.

Netaporter London Fashion Week Cinemagraph

I don’t see a ton of US brands embracing NYFW that way. Some do, yes, but a great example is this recent email from Net-a-Porter that fully encompasses everything London Fashion Week. From rich cinemagraphs to elegantly layed-out Editor picks, and live social media updates from the shows, this email really tries to get consumers and fans engaged with the fashion week celebration from every angle.

Netaporter London Fashion Week Email

Content distributed through Instagram, Twitter, and other social networks is really what the British Fashion Council is relying on and Topshop, Burberry, Net-A-Porter, and Matthew Williamson are all in making #LFW a splash on the digital map. Well done.

Back To Black, But Did I Ever Leave It?

July 2nd, 2013 § 0 comments § permalink

Ok, so who am I foolin’? I love black…even though my “style resolution” was yet again to wear more color and print. I find myself, even in the crazy LA 100 degree weather, still wearing black in the summertime. I can’t help it. I’m heavily addicted.

Perhaps its b/c it always looks good, or maybe its some weird psycho thing that I don’t like to be the center of attention? I mean, that is true. Back in my model agency days, I quickly figured out I was a “behind the scenes” person, rather than “in front of the camera” peep. I think an all-black wardrobe just makes me feel at home and like I blend in a bit, but not too much.

Meh, I guess I feel like black on black or even just black staples just helps create a better canvas for you to paint on. :)

 

 

Forget About Marketing

April 15th, 2013 § 0 comments § permalink

 

Summer Camp by Bruce Weber
“If you want to be a great marketer, forget about marketing and think of real life and real people and what real people want.” –   Dr. Bob Deutche, Fashioning Conversations, Fashion Forward Digital

It’s so important to remind ourselves, that at the end of the day we are all just real girls who love fashion. Some times we get so caught up with tactics and the latest trends, that we forget that on the other end of our message, there is a real person, who feels, who thinks, who makes decisions for herself. I know that I totally forget sometimes, hell, I even forget to take care of myself lately.

For someone to buy from you, they need to buy into an idea of themselves associated with you. It used to be the product as brand, but now it’s “me” being a brand, and every social network focuses on the “me aspect”. We need to think in terms of emotion, NOT always logic and talk to people like we’d talk to our friends.

Ralph Lauren Romance Ad
 A great brand merges ”my” story with yours ( “brand”) and seamlessly merging into “my” life. I will never forget the first time I saw this Ralph Lauren Romance ad in Elle Magazine. I felt as if I knew this feeling. It was such a tender, sweet, personal moment, that I almost had tears in my eyes. For some reason, I could just relate to it, and I instantly had a connection to this brand and am a big admirer of how they create experiences and connections with their imagery, campaigns, and beliefs. Even without words, Ralph Lauren speaks to us in a real way.

 With social media and tons of messages being thrown at us every minute, we cannot forget that its not a better formed “marketing”  slogan that will make us stand out, it’s listening to what people want, recognizing people through every day conversations, and delivering on your promise.

People want to be recognized. It’s not what you do or what you have, but why you do it, is why people buy into an idea. It’s why people choose you, over the other guy down the street (even though he’s selling the same thing for 1/2 the price).

bampw-black-and-white-editorial-fashion-flowers-Favim.com-205218

Sometimes forgetting a little bit about marketing rules is a good thing and remembering that people are the core of what makes the world go round – can really help us thrive.

 

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