At FMM, it’s no secret that we value the importance of digital advocacy at companies. But how can we present the case for digital to those who haven’t hopped on board yet? Cue analytics and predicted models.
At the recent L2 Innovation Forum in New York, Director for the Center of Business Analytics at NYU Stern, Vasant Dhar, discussed how things have changed in the last ten years with the way companies interact with consumers. Moreover, there have been major shifts in how consumers participate in the design of the product.
Sometimes, great information has more of an impact when visually articulated than when simply written. Last week, I was speaking with John Caswell of Group Partners, right after our review of “Luxury As Lifestyle Business Model.” I asked him for a better definition and articulation of a brand’s essence. He pointed to me to the work of Gad Romann. With such a poignant, clear definition, we wanted to make it visually stunning as well. Enjoy.
Prada Debuts Film at Cannes
Fashion is tough. What now and where next?
That was the underlying theme at the Drapers Fashion Summit held in London earlier this week. Both the High End and High Street are taking some hard knocks.
As of today, TOMS is no longer just a shoe company; by adding in accessories (namely eyewear), their new mantra is “We’re the One for One company.” According to Toms, this means that “every time you buy something from TOMS, together we help a person in need. We started with shoes, and we’re about to take the next step to help meet even more needs around the world.” To kick this off, the beloved brand launched a 90 location event with retail partners.
Guest Post by Hilary Peterson of Lyst
I recently spoke at Retail Camp in Los Angeles on why the tools you use to create and publish content, as well as the communities you join, are so critically important to your ability
- Who am I/we?
- What do I/we do best?
- Who’s my target client? Or – What do I want to do with my life?
- What are my/our long term goals for my/our company?
- What do I want to be known for?
If you don’t have answers to these questions, then it’s time to do a brand audit and put your personal or company brand into context by defining your identity. You’ve got to know what makes you, your clients and their customers tick — even if you’re an individual person!
Agencies With Identities and Focus
Last week, Ad Age published their “Agency – A-List,” a guide of the best large scale advertising agencies in the world. Coming in at number four was women-owned and run Resource Interactive. What caught my attention was that this Ohio-based agency is setting itself apart because they know exactly who they and what they do.
Regularly employed by Victoria’s Secret, Limited Brands, Proactiv, Diesel and Kohls, the agency’s core competency is e-commerce solutions for clients in the retail, package goods and technology sectors. As you can see, they’re very FOCUSED in the services they provide clients. “Focus is a big part of what we’re about,” CEO Kelly Mooney told Ad Age. “We’re going to focus on the areas we can bring the most value.”
Strength Comes From Knowing Who You Are And Are Not
Last week, I had dinner with a woman I consider a friend and would go to the ends of the earth for, Erica Domesek of PS…I Made This. Erica and I are currently working on project for Teen Vogue and WWDMAGIC to bring 30 (now close to 45) fashion bloggers to Las Vegas to experience their first industry tradeshow. For this event, we’re adding a laundry list of consumer focused activities that have one goal: to create an unforgettable experience that connects 45 people that may never have met in their lives unless we’d done this.
During our planning, Erica said one of the most powerful things I’ve heard in all of 2010 and 2011 regarding herself as an entrepreneur and her brand, she said:
“I am a digital platform with a DIY media brand. My brand is aspirational, inspirational and educational for the people that follow me.”
She said this without the power of the statement she’d just uttered. I quickly scribbled them on a cocktail napkin with my purple P.S. I MADE THIS Sharpie she’d given me. Erica clearly doesn’t have an identity crisis. She knows who she is, what she wants and how she’s going to get it. This will be clearly brought to life when she graces the pages of Vogue Italia soon.
If you’re having an identity crisis, after market and fashion weeks, add a brand assessment to your spring to-do list along with the Blueprint Cleanse you’ve been considering.
Protecting Your Brand: Imitation vs. Inspiration
Intellectual Property Issues for the Apparel Industry
Join other apparel and industry professionals in Orange County for the FIRST networking reception. Enjoy discussions over cocktails with attorneys, accountants, financial institutions, and other service providers to the apparel industry, along with invited manufacturers and brand holders.
Anyone involved with the apparel, accessories, action sports, and consumer products industries are encouraged to attend!
Wednesday, December 1st, 2010
Cocktails 4:30 – 6:00 PM
Discussion 6:00 – 7:00 PM
Kimera Restaurant + Lounge
19530 Jamboree Rd.
Irvine, CA 92612
No charge with advance RSVP
$20 at the door if space is available
Passed appetizers and a crudites spread full premium bar