It seems that our new cultural obsession online is the act of saving and sharing items we like from around the world wide web, through the technology and community of one platform. An emerging site, in particular, holds a distinct and promising opportunity within the fashion industry. No, we’re not talking about Pinterest.
dunhill is arguably the most luxurious distributor of fine men’s goods in the world today. To their credit, few brands have such a rich, storied history that spans multiple transitions for the company, with the final result being a reputation beyond reproach. While the brand is now associated with apparel and accessories, this has not always been the case. The dunhill tale began in 1893 in Great Britain, with Alfred Dunhill at the helm of his family’s saddlery business. He moved to shift the focus of the company to automotive accessories following the popularity of the emerging motorcar. The possibilities were endless as dunhill capitalized on a burgeoning marketplace; automobiles arrived sans accessories (only a chassis and body were part of the design), and Alfred and his company took the opportunity to become “Dunhill Motorities” – a one-stop shop for driving adornments.
As with most things in our modern world, businesses evolve alongside human behavior. Sometimes, it’s the businesses themselves that innovate and cause a change in how we behave, like Apple’s creation of the iPhone. Other times, it is the culture that drives businesses to improve.
It is a fundamental error for any brand marketing team not to understand their target audience, regardless of whether the impression or relationship with the customer is based online or offline. Now, as social media provides a forum for a more authentic, transparent and personal connection, it brings to light just how well a brand has judged (or misjudged) their customer base.
These days, consumers are more involved and educated than ever before in terms of their purchasing decisions. For marketers, this is a powerful opportunity to reach consumers directly and win them over for life. However, it is critical to target customers directly at the level of their emotional response to a marketing campaign or product and get them invested in the vision and life of a brand.
Previously on Fashion’s Collective, the question was raised as to whether or not brands fully understand the potential of their social media presences or are solely showing themselves au fait with the different social networks in a bid to “pimp” their brand (read the full article here). Today, I want to shift the focus to whether or not brands are aware of the potential of social media within the B2B space. After attending the AW12 market that just wrapped up, it seems that many brands have yet to unlock the power of Twitter, Facebook, Pinterest et al for trade purposes.
Elizabeth Canon
Tamar Koifman
Carlos A. Canon
Scott Forshay
Roeland de Jong
EXPERIENTIAL BRAND ARCHITECT »
Ceci Guicciardi
Gina Conforti
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