What is Pinterest, exactly?
Merging Marketing and Sales Through Shoppable Video
Collections are often inspired by themes. Marketing campaigns aim to attach consumers to that theme, hoping that it inspires people on an emotional level. And while brands in our industry do pursue artistic brand expression, we often see campaign videos that don’t showcase any product. Similarly, it is often the most creative silhouettes of a new collection that are used for marketing purposes, (shows and campaign videos) while they may not be available in stores because retailers buy into more mainstream merchandise.
PreCommerce: A Critical Stage in Launching (or Re-launching) eCommerce
We now operate in an environment where ecommerce is no longer a buzz word. Much aligned with the digital space, we have moved quickly beyond the idea of ecommerce into the worlds of Web 3.0, social commerce and integrated commerce. This change can be partially credited to the recession, which created an atmosphere where brands no longer tolerated the negative impact to their bottom lines that occurred when retailers scooped up all of a brand’s online sales. Ecommerce is now standard.
Launching a New Fashion Brand: What Comes First, Online or Offline?
For so many emerging designers and new brands, the digital space is the only one in which they exist for their customers, having made the decision to forgo the traditional brick and mortar store. Many advantages exist, of course, including lower upfront costs, savings on staff and renting a retail space, and the ability to reach an audience well beyond the local consumer…just to name a few.
Why Integrating Social Functionality To Your Site is a Powerful Play
Throughout recent years we have seen the internet develop at a rapid pace. Online technology evolved, allowing brands the capacity to do more than ever before. Social network platforms have grown into today’s digital superheroes, as we’ve prioritized community and the quest for connecting the brand with as many users as possible. We have done this largely by allocating budgets to ‘social’ initiatives and leveraging Facebook, Twitter, Instagr.am and other social platforms for our brand.
The Online Behavior of the Luxury Shoe Customer
Over the past fifteen years, the relationship women have with key accessories, namely their shoes and handbags, has changed considerably. Choices in brands and style preferences now connote much more about a woman’s image than in years past. We’ve seen brands once only known by industry insiders and the uber-wealthy (brands like Manolo Blahnik) become recognizable names in average fashionable households around the world. Similarly, prices of footwear seem to have taken an upward turn, and it’s not rare to find designer shoes priced well above the $700 mark. On a recent trip to Nordstrom’s, a moderately upscale retailer with locations across the United States, shoe prices even climbed above $1,000 in one suburban store. On any given day, the Christian Louboutin store in New York City’s meatpacking district has a handful of customers not only browsing, but actually purchasing extravagant items that are more akin to artwork than footwear.
