Department Store, Barneys New York is experimenting with how social integrates into e-commerce through the second release of their shoppable video this quarter.
The focus is “Transform the Everyday Black Dress,” which features fashion blogger Geri Hirsch (www.becauseimaddicted.net and founder of LeafTV), whom is actually videoed while shopping in Barneys’ Beverly Hills store location. The goal of this campaign is to target a younger demographic through this trendy strategy, while incorporating the classic aspects of the Company Brand which synergizes with the classic look of the ‘Black Dress’ and how some additional accessories could give it a ‘face-lift.’
This clip features links to Barneys’ ecommerce site in order for consumers to actually purchase the items that are featured.
This video goes through some real-life experiences that women deal with on a daily basis, which is why it made it relatable and translatable in their lifestyles.
This strategic approach of utilizing an average woman that their target market could relate to, as opposed to their typical model was quite interesting, and decreased the focus on constantly improving their cosmetic appearance. This should allow their consumers to focus on the actual apparel/accessories and should result in an increase of sales.
Nordstrom’s has started using the recently popular application ‘Draw Something’ to engage with their younger demographic for their $10,000 scholarship program offered to high-school juniors.
When users are engaging with the app, a pop-up ad from Nordstrom displays a video with embedded links to their store locator, the Nordstrom mobile site as well as their YouTube channel.
In order to be considered for the Scholarship, the applicant must live In a state that has a Nordstrom location within the same state, have a 2.7 GPA, volunteer or participate in extracurricular activities and plan on applying for financial aid for a four-year college education. In addition, the scholarship will be paid out in four installments of $2,500 over four years.
The advertisement opens within a lime-green square starting off with the bold statement ‘Ten 4 U’.
A video initiates with past participants receiving checks from Nordstrom and the celebration with their loved ones.
Concluding the end of the video, another banner populates asking the question ‘Think U have what it takes?’ and displays Nordstrom’s scholarship url http://www.nordstrom.com/scholarship
This is a great opportunity for Nordstrom to give back to the Community and prove students with opportunities that truly need this in order to achieve their goals in terms of education.
Bloomingdale’s is launching a new campaign, which is essentially aiming to build ‘Loyalists’ via QR Codes and SMS call-to-action strategies, starting with a print campaign in the April Edition of Condé Nast’s Vanity Fair magazine.
The company recognizes that their consumer has transitioned to one whom is typically mobile; it would be more efficient to reach them on the technology that they have ‘in-hand.’
The advertisement located in Vanity Fair is a two-page spread, which features Michael by Michael Kors and Marc by Marc Jacobs’ dynamic Spring/Summer 2012 Collections.
The strategic ‘calls-to-action’ are located in a blue box on the top right-hand side of the second page.
The QR code forwards consumers to a tutorial video that explains the new Bloomingdale’s Loyallist program. (A similar concept is established when a consumer sends an SMS to the number provided)
Essentially, consumers receive one point for every dollar they spend in-store, online or in outlets. There are also chances to earn double points on cosmetics and fragrances.
If consumers get 5,000 points, they receive a $25 rewards card.
This allows Bloomingdales to establish a more personalized, one-to-one relationship with their consumers.
As we enter the digital market, physical mailers and catalogs are becoming less prevalent to engage the younger more affluent demographic. Barneys New York is focusing more energy to target the younger consumer through digital videos for its Co-Op Line.
The Brand is not eliminating direct marketing and catalogs completely, and they will be offering it for other lines that engage with an older demographic with a “touch and feel” mentality. However, Co-Op’s Spring Line will be released completely in digital format for the first time.
Currently, Barneys has two videos on its ecommerce site at http://www.barneys.com for both the Men’s and Women’s Co-Op lines.
The videos have a different dynamic than others than consumers might have been accustomed to in the past. Typically there would be loud music, some dancing/or movement – Barneys’ tried to create some type of interaction with the models such as an interview or more specific movement so consumers can better see how the apparel moves/fits.
While watching the video, consumers are able to click on an article of clothing, which will expand the product and allow them to add it to their shopping cart to checkout at their convenience.
Consumers are also able to scroll through different looks, which are accompanied by the designer’s name.
Promotion for this launch was done though email as well as social media outreach to connect with their direct clientele.
Opportunities for this outreach are endless, especially when it comes to relatability. Models could essentially be anyone that their target customer could connect with, which would create appeal for those particular products.
As SXSW Music festival is right around the corner, Neiman Marcus has been on the quest for some ‘street-style’ photographers to take photos for their NMDaily blog through a Facebook contest on Neiman Marcus’s Facebook page.
To enter, applicants are asked to fill out a questioner as well as send in a few samples of their photography. The winner of this contest will attend SXSW music festival as a correspondent photographer on behalf of Neiman Marcus and their photos will be posted on NM’s Facebook, Twitter as well as their blog.
SXSW is held in Austin, TX from March 9th until March 18th. The festival, which is hosted by the SXSW Austin-based music station, includes films, live music and activities.
This is a great opportunity to focus on various curated forms of expression, as neither the photographer is a selected professional, nor are the people they would be photographing.
J.C. Penny’s branding revamp comes during an interesting time in the industry, considering the oversaturation of deals and couponing. Former Apple executive Ron Johnson, started implementing some major changes once he became Penney’s CEO in November. Starting with Wal-Mart’s iconic everyday low pricing strategy, without focusing on undercutting competitors, but rather offering their customers more predictable pricing.
Their pricing strategy includes: Sale prices become everyday prices, Fewer Seasonal Sales, New Tags to indicate pricing accordingly, Pricing without the 99 cents for simpler pricing, New Advertising that includes digital strategies.
These digital strategies are going through the testing stages from their catalogs, as they are utilizing QR codes as well as text messaging to purchase specific items to feel out the demand for additional implementation of technology.
Increased discounting has been a vicious cycle that feeds into shoppers’ insatiable appetite for bigger and better discounts. At JCP, the regular price on an item that costs $10 to make rose 43 percent, from $28 in 2002 to $40 in 2011. But because of all of its sales and other promotions, what it actually ended up selling for rose only 15 cents, from $15.80 to $15.95 during that same period.
This concept has been attempted multiple times by other companies, including Macy’s, where they cut back a few years ago on coupons and discounts, but their strategy was unsuccessful and they were forced to ramp back up after seeing sales suffer.
As families are struggling financially, this could be a positive rebranding for the company, to recognize the climate and restructure accordingly.
Agencies like the Federal Trade Commission have been trying to crack down on online product reviews that do not disclose the connection between a merchant and the person doling out the praise.
Bing Liu, a computer science professor at the University of Illinois at Chicago, is trying to devise mathematical models that can unmask fake product endorsements. “The incentives for faking are getting bigger,” he said. “It’s a very cheap way of marketing.”
With Valentines Day right around the corner, Michael Kors is launching a digital campaign utilizing Twitter and image sharing platform, Instagram across the various digital platforms that they manage.
The goal of the campaign is to increase conversation about what they are falling in love with this Valentine’s Day, whether it is with people, places or apparel on their current social media platforms with a strong emphasis on Twitter and Instagram. The brand’s #FallingInLoveWith hashtag not only focuses on the emotion toward the actual holiday, but also provides an outlet to advertise products through Michael Kors’ point of view.
There are a few components to this digital campaign. First is the hashtag #FallingInLoveWith, was introduced on Twitter and the Brand will be engaging in a week-long live chat series starting Feb. 6.
They will also be focusing on their Blog ‘DestinationKors’ as well as their Facebook page as major engagement components to encourage as well as continue the conversation.
Michael Kors is also focusing on the bringing the online opportunities to an in-store component by making sure that the campaign translates to 20 branded stores, where they will have a special window display for the Valentine’s Day campaign.
This campaign embraces emotional shopping, with the lust of the product line. This time of year a vulnerability towards the way consumers approach shopping, and this approach could be quite endearing and appreciative.
Louis Vuitton is looking for new and innovating ways to engage with their target demographic, and it looks like they are focusing on video campaigns.
The concept is to engage their audience, and generate traffic to it’s online magazine, the “New, Now.” They have since posted five videos, starting with Choreographed Dolls and product focus on their shoe collection. It’s actually extremely engaging, and could be viewed here:
The magazine goes into further detail and explanation for the inspiration behind the videos. This creative product feature approach encourages Louis Vuitton to story-tell with their Luxury merchandise in a more interactive environment.
Digital strategies are becoming more impactful, especially as exemplified by Swiss watchmaker Tag Heuer. They have created a strategy called “The Ultimate Lap,” where their main spokesperson is their brand ambassador and race-car driver Lewis Hamilton.
Recently, the watchmaker released a teaser video on YouTube, which includes Lewis Hamilton getting ready in his race-car and the interaction with the race-car experience – which created quite the buzz.
Tag Heuer has also dedicated a Facebook tab to the “Ultimate Lap” racing project. By asking users to ”Get ready in January 2012 to face F1 Champ Lewis Hamilton,” users will essentially be able to virtually experience what it would be like to race Mr. Hamilton through a digital driving platform for an ‘almost realistic experience’.
Through this strategic partnership of Tag Heuer with race-car driving and risk-taker ‘Lewis Hamiltion,’ they are creating a life-style association with the brand. It emphasizes that the brand is edgy and willing to take a risk, and creates a connection through that Target market.
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With Valentines Day right around the corner, Michael Kors is launching a digital campaign utilizing Twitter and image sharing platform, Instagram across the various digital platforms that they manage.
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