By Jove: The Biz Buzz
Aha weekly tidbits for the HT Insider
Ok, so what are they saying? The Friday after Thanksgiving is no longer black, its charcoal grey? Or is it barely black and now starts at 8 pm on the day before. Wasn’t grey the new black this year, anyway?
According to the WSJ, Tuesday 11/26 black Friday is a retail illusion. I guess the market expression, “Mark it up to mark it down.” finally traveled from 7th Ave. to Wall St. Article- http://online.wsj.com/news/articles/SB10001424052702304281004579222370781619390
In case you missed the NYT, Sunday 11/21 article “It Takes a Lot of Money to Look This Good” both Emma Sosa and Joan Volpe (FIT Center for Professional Studies) were quoted. The article validates personal shopping as a service and career opportunity. Kind of reminds me of the old cliché “Does Macy’s tell Gimbel’s?” since the WSJ ran “Really Personal Shopping” on 12/4 underscoring the same theme. Of course we knew the value of the personal shopper already since Image Consulting is the longest running Professional Development certificate program. But it is so nice to see top media thinking like us. Article- http://www.nytimes.com/2013/12/01/fashion/Personal-Shoppers-Still-Busy.html?smid=pl-share
At the Retail Marketing Society luncheon on Tuesday 12/4 (absolutely one of the best networking and learning experiences in the market, www.retailmarketingsociety.org) the always profound Robin Lewis told it like it is in retail today “The Retail Future: Landscape or Landmines”. According to Robin the faster retailers embrace an Omni-Channel strategy the better their chances of survival. Pure players will not grow and Amazon is already opening stores. Robin says the market desperately needs talent who understand Omni-Channel and can adapt decisions and merchandising to multi-formats. Head’s up all of you taking courses in the Omni-Channel certificate.
Have you noticed? Students in the Color certificate program develop a trend forecast in SXC 260 and try to predict the hottest color for the coming season which is then used for the next Hot Topics catalog.
Guess what color Spring 2014 HT will be???
“Love it or Hate it, a new Pink is coming” the WSJ, Thursday, 12/5 as well as Gawker and several other media sources. Just remember we’ve known about that color for weeks – it’s a Hot Topic! Article- http://gawker.com/the-2014-color-of-the-year-assaults-eyeballs-everywhere-1477259786
Just how integrated the industry is now was underscored at our 9/27 program. Fashion generalists function better. Read more here: http://www.fibre2fashion.com/news/apparel-news/newsdetails.aspx?news_id=153762
Fibre2Fashion (October 11) reported that FIT’s Center for Professional Studies, in association with Setlog Corporation, presented Sustainability and Corporate Social Responsibility in the Global Supply Chain, a seminar held at FIT on September 27. The event addressed the issues facing global fashion brands and retailers who are under increased pressure to know more about every element in the supply chain.
Part 2: Focus on your Tag line
The tag line, slogan, customer promise, value proposition, etc. is a key part of your corporate identity and brand. Like your logo, it’s important to get it right the first time so that you start to build and reinforce a story/image about your company. It’s a verbal complement and reinforcement of your logo. And vice versa.
All those phrases I used do not mean the same thing – I’m purposely over simplifying to make a point. The same characteristics and endpoint should be the goal of that line and that is – it should provide a benefit with a very brief (a few words) phrase as pithy as possible.
Let’s take the value proposition – in short, it’s a promise from the company or the product, to the customer. It delivers a benefit or value to the customer. Some lines serve to differentiate the company from the competition at the same time. A really good line will do all of the above and take it even further. Those lines are rare. There are many methodologies to develop a tag line. Again, as in having an intuitive and creative designer for your logo, use a resource who will work with you to develop an equally sustainable tag line.
Here are some memorable taglines — some deliver a perceived benefit that is larger than the actual product:
BMW – The Ultimate Driving Machine
DeBeers – A Diamond is Forever
American Express – Don’t Leave Home Without It
Calvin Klein (fragrance) – Between Love and Madness Comes Obsession
Calvin Klein Jeans – Nothing Comes Between Me and My Calvin’s
Clarks – Shoes Designed for Living
Clarks – Shoes Designed to Live in
Levis – Original Jeans. Original People
Make your tag line memorable; it’s vital to capturing the image and story of your company, plus the immediate and aspirational benefit of your product/service.
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.