This article from Business of Fashion cropped up on my twitter feed early this morning. Couldn’t help but screaming YES at the designers views of bricks and mortar stores in the digital age.
It is something I am working on at the moment – making the store ‘special’, something more than just a space where a transaction can take place.
It frustrates me that stores are not giving something different to their customers, and offering better service. Shops shouldn’t be in trouble, the high street shouldn’t be disappearing because people still love that human interaction. The shops that will survive are the ones that go beyond the customers expectations and provides a bigger experience.
“Shopping is many people’s form of entertainment and socialising, so [stores] need to become not just where you can buy a sweater, but where you can have a place for lunch or you can have a coffee or somebody can look after your bags or your clothes. It’s not just about the racks of clothing. And I think that’s the future”.
Read the full article here
It’s been a long time since my last post – busy times over at Heal’s.
Last week, it was Social Media Week, and I was invited to speak about how I use social in retail focusing on how this channel can be profitable.
How social is profitable? interesting topic considering I don’t believe in focusing on the last click model. Just because there is a lot of data out there should we really determine the success of a campaign/marketing channel on set KPIs /sales?
Social is just another way we can communicate with customers. One of my examples of social in retail was the Heal’s Discuss panel discussion I created using Google+. This was to move social away from one way sales marketing messages which has been extremely successful.
Jemma Gibbons wrote a lovely piece covering the event. Read it here.
The highlights from the Heal’s Discuss panel discussion:
Content is King. No. Yes. Maybe.
Content is only worthwhile if done correctly and CAN positively affect sales (and obviously traffic). Feel Unique have Newby Hands (Harpers Bazaar) as Editorial Director on their site.
Aaron Chatterly, CEO of FeelUnique.com recently spoke to Directors.of about the use of content on their site and the appointment of Newby. Here is his view on content not contributing to sales:
“I suspect they are doing it badly if they aren’t seeing positive results, one only has to look atASOS and Net-a-Porter to see the results of doing it well and we have seen a recent run of very high profile editors moving to very high profile etailers.”
Armani is the latest brand to use social media to engage with their audience and push their digital presence.
The live twitter discussions kick off on 1st June with the 1st Tweet Talk topic ‘China, The New Superpower’.
Just use the hashtag #ArmaniTweetTalks to join the panel’s discussion. The seven strong panel includes editors, bloggers and photographers. Topics covered will include online restrictions in China, similarities with the west, and the rapidly growing market.
It’s one not to miss.
Yesterday I attended Brand Republic‘s conference on Ecommerce Marketing Strategies. It was an interesting day with some insightful speakers. There were a few takeaway points, and I met some great people.
I couldn’t help but nod along to everything that Saverio Bianchi from La Boutique De Luxe spoke about. I just don’t understand why brands still split the brand experience on their site from the ecommerce side – see Exhibit A above. It seems I’m not the only one. Saverio charmingly called the brands schizophrenic and that the ‘guardians of the brand clash with the etail side of the brand’.
Question is, when will these brands realise the potential and become ‘one site’?
I’m really getting into Lyst. A lot of my friends are using it, and it’s dangerous for the bank balance.
And now they have teamed up with pinterest.
All you need to do is link your pinterest to your lyst account and you will get alerts when your ‘pinned’ items go into sale. Surely this is how all brands should be using this.
Hide the credit card.
Back in March, Karl Lagerfeld and Carine Roitfeld teamed up for The Little Black Jacket project. Various society types were photographed by Lagerfeld wearing the iconic jacket, and the photographs are currently on a touring exhibition (currently in Japan).
All photos can also be viewed online. Despite being extremely hard to navigate, I do think the site continues to create a mystery around the brand and the jacket. It definitely doesn’t make it seem any more accessible, which I feel is quite a good thing for this brand.
This is my favourite photo:
Supporting the website and the exhibition are two ‘making of videos’ which I feel are actually stronger than the website. What do you think?