Posts tagged: Trends

SHOPPERSONA … CUSTOMER BEHAVIORAL CONDITIONING through DIGITAL MARKETING CONTENT

By , August 29, 2013 9:33 am

Brandpsych logo

Knowing your key customers’ lifestyles and work behaviors can help create content to align your brand shoppersona with your target customer’s shoppersona. In this digital era, to communicate real value, it is necessary to provide meaningful experiences through content that is based on your carefully researched key customer persona. With exploding competition for the customer’s time and attention, brands must become the “go to,” “top-of-mind” brand name for acquiring that special “persona” humans seek. To ring that bell, as Ivan Pavlov’s studies in behavioral conditioning explored, brands must create web content experiences based on knowledge of what will activate the customer‘s want/need to shop and buy. Brands have always sought to learn how they shop and why they buy; now they must go deeper.

Ivan Pavlov by Art Winters

Ivan Pavlov by Art Winters

So what do digital marketers need in order to create their behavioral conditioning strategies? Starting with lifestyle and life work, learning your customers’ online habits: Do they spend a lot of time online? When: While at work? Only when at home? Any time on the go? For What: Are there categories of products they are more or less likely to shop for online? Where do they get relevant brand information; which blogs do they value; how much do they rely on friends and associates for referrals; what media and devices are they using …?

To gain and keep customers, a brand must align its “positioning conditioning,” to establish why the customer should consider changing their brand preference behaviors. Again we ask: How is your brand different and better in terms of what it offers the customer in their managements of life? How do you lead the customer to your touch points and get them to engage with your brand?

If you haven’t been thinking about how digital marketing is changing the behavioral conditioning in customer behavior, it may be time to update your knowledge. Specifically why and how potential customers are now shopping and buying. These insights can be used to create content for the new Native Advertising (see our July 2013 blog) that takes a new approach to how media and brands are communicating what products and services a brand can promise and deliver. Digital marketing strategies should concentrate on interactions rather than transactions. The primary goal is to develop new ways to approach your key customers with content that contains sincere concerns for helping them and developing experiences to build a relationship that is based on knowledge of their new behavioral shoppersona.

For more on Online Shopping Habits of Technology Consumers, go to these very interesting and current survey results: http://www.logicbuy.com/features/survey-online-shopping-habits-of-technology-consumers-infographic

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

It’s not JUST about fashion…..

By , July 20, 2013 8:20 am

http://www.wearabletechworld.com/conference/?utm_source=WhatCounts+Publicaster+Edition&utm_medium=email&utm_campaign=Top+Tech+Startup+Stories+from+the+Week+-+7%2f19&utm_content=Wearable+Tech+Expo

For all you fashion folks, this might be a great event to find a business partner, an investor, an idea about the latest in fashion tech.

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

FIT’s 5th Annual Pet Fashion Show: BARK-à-Porter

By , April 25, 2013 12:20 pm
BARK 2013 logo

Showcasing past enrolled and current adult student pet product designs. See our doggie models strut the runway in true fashionista style. BARK-à-Porter is also a charitable endeavor, held in partnership with the New York City Mayor’s Alliance and Animal Care and Control of NYC. We promise an experience worthy of market week in Paris.

Get your tickets before they sell out!

Date: May 3, Friday
Time: 5:30pm-7:00pm
Location: Katie Murphy Amphitheater

Tickets: www.fitnyc.edu/BARK

Watch videos of previous shows: https://www.youtube.com/user/FITProfStudies

Follow us on Facebook: https://www.facebook.com/BARKPetFashion

Pet Fashion Event

By , March 21, 2013 10:35 am

GOOGLE MAKES MAD MEN, SAD MEN

By , February 28, 2013 9:54 am

Brandpsych logo

Print Media Commissions are not in Mad Men Visions

GOOGLE MAKES MAD MEN, SAD MEN

drawing by Art Winters

In 2012, Google billed over 20 billion in advertising dollars.  This was more than the total of all U.S. print media.  What a contrast to what magazines and newspapers sold just five years ago!  In 2006, print media sold 60 billion dollars more in advertising than did Google!  How will this change brand marketing?  This isn’t your Mad Men’s day of advertising. (“Mad Men” is AMC’s TV show based on Madison Avenue’s advertising business and people in the early 60’s.)

So what does this mean for brand management performed by many of today’s advertising agencies?  Well, they had better get their act together.  They need to deliver branding power that can compete or at least do co-branding with the Googles, E-Bays, Amazon.coms, and many others, which will keep coming down the Internet superhighway.

The big question is how much of a threat is online advertising?  Is it delivering the ROI experienced through print media advertising?  It’s vital to realize that Google, just 14 years old, is now taking in more ad revenue than print media, which has been here for over 100 years!

However, it must be accounted that Google has a global operation, so this can’t be simply analyzed.  It must also be analytically figured that Google has seen a 15% decrease in ad Cost-Per-Click, CPC (the average fee that advertisers are charged for each clicked on ad) in 2012.  But now, Google’s CPC drop has slowed and perhaps turned the corner in January, as their CPC share increased due to click share on tablet devices. As more people are watching content across a variety of their mobile devices, Google has decided to pull out of its 5-year effort to build its TV Ads product.  Since 2009, they have shut down similar services for print and radio advertising.

Google is concentrating on beating Facebook in the sale of online display ads.  (Online display ads feature the advertiser’s content message on a destination website, usually in a box on the top or side of the page.)  The company is planning to lead web-search ads and online display ads that feature graphics, interactive communications and videos.

Google’s significant increase in display ads that concentrate on brand content is evidence that they have ambitious brand marketing goals.  Now Google is building and developing plans for their advertisers to more efficiently buy across a multitude of sites.

This is not only an important story for the online aspects of our businesses; it is also a good brand invention and reinvention story to watch in real time. 

Where has Google been and where is it going – stay tuned… the next generation of Mad Men is in the digital works….

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Curvaceous K

By , February 25, 2013 11:09 am

Congratulations to our Retail Professional Development
Certificate student’s Grand Opening!

Who:
Kathy Sanchez

Certificate Program:
Retail Management Experience

What:
Curvaceous K

Where:
Curvaceous K
179 Stanton Street (between Clinton and Attorney Streets)
http://curvaceousk.com
http://curvaceousk.blogspot.com

Why:
I wanted to provide women my size with the opportunity to shop in a boutique especially for them as most boutiques really only cater to about size 10/12.

Brand MarkETing… No More Brand Marking!

By , January 31, 2013 12:06 pm

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Brand MarkETing

Are we seeing Trans-Planetary Brand MarkETing in our digitized mobile economy? Drawing by Arthur Winters

So what is the difference between brand marking and markETing?

In the past, branding was initially a way of marking or identifying a brand as in marking a rancher’s cattle with a branding iron. As time went on, logos were developed to mark and establish an identity for companies, products and services. More recently in our digitized world, brand managers must bring an ET — Extra-Terrestrial or more likely, an Essential Technology element to their branding. Bringing a more advanced brand marking to their brand markETing.

In the past few years, many customers have felt more of a divide between what they want and what brands offer. Brands that have a vision of what the customer really wants make the most of what their customers value and enjoy. In addition, the customer is increasingly aware of their involvement in product development in their role as “prosumer.”  We see an increase in the desire for personalization from and customization of products, services and experiences.

To satisfy their new brand expectations, customers are moving rapidly to shopping with online retailers. Retailer brands will have to explore more UC, Unified Communications, that include retail pop-up stores and departments similar to Amazon.com and kiosks for brand offers similar to Groupon.com. UC strategies will be created that involve real voice (as opposed to electronic menus) responses to customers’ demands for personal attention and customization.

Strong brands that fulfilled customer expectations in the past may diminish, as many consumers are no longer loyal to brands they perceive as category leaders. As always, Brand Managers have to create strategies that convert consumers into customers. The hard work is now in creating an innovative presentation of relevant and much desired brand attributes for the most effective brand positioning. Some brands are creating differences that are being told through their brand story. A compelling brand story and the brand’s history can be delivered to better sell the brand’s positioning assets, differences, and superiority.

So we find content and technology merging in new ways. Consumers may now depend on apps that provide applications to personally bring to mind brand differences and values. These can be inspired by knowledge of their singular profiles and their current desires. And right up there in ET brand positioning is the brand manager’s awareness of their customers who are not really engaged. Previous paradigms for customer-engagement may no longer be effective and customer experiences, CX, that are no longer current in today’s retail marketing, will need to adjust and innovate like never before!

Next, brands will rely more and more on VOC (Voice of customer), innovative interactions with customers and encourage buying recommended by their friends via social media. Successful brands will acquire more knowledge about operations involved in a consumer-run world. As we have mentioned previously, PDA’s/mobiles employed by consumers will dramatically increase. Consumers will be scanning their own screens to connect with a brand, and perhaps, influence their buying. A brand will need to unify all of its messaging and specifically its advertising that is designed for the mobile customer. This may include new screen-oriented techniques for these new retail venues. Google made over $20 billion in ad revenues this year, more than all U.S. print media combined!

We suggest the oft-quoted phrase: “The Future is NOW” — might apply.
What do you think?

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Dressing Sweeter

By , January 9, 2013 9:37 am

Written by Danielle Covington, FIT Hot Topics Intern.

Spring 2013′s ready to wear collections can been summed up as one thing, an utterly fabulous sugar shock! Labels such as Betsey Johnson, Alice & Olivia, Philosophy and more have blazed the runways with sweet looks sure to hit the spot. I’ve taken the liberty of matching up these sweet looks with their sugar filled soul mates to bring you a refreshing look at what will be coming up next season. Let’s see how some designers approached “Dressing Sweeter”.

Alice & Olivia

Alice & Olivia demonstrated a sassy sweet tooth for the spring season. This line is full of vibrant playful colors that bring 60’s glamor back with a vengeance.

One of A&O’s new looks capitalizes on the lush vibrant blue we’ve all come to know and love.

M&M’s come in an array of colors, but if willing to be bold you can make mouths water too.

blue M&M's

blue M&M’s

alice and olivia blue dress

Alice and Olivia blue dress

 

Pop quiz! What’s the most precious jewel in the world…rock candy! Lemon to be exact. This vibrant canary yellow dress has a seductively sweet sass sure to make your lips pucker.

rock candy

rock candy

Alice and Olivia yellow dress

Alice and Olivia yellow dress

Red has always been a tempting color, but when paired up with cake and cream cheese frosting, you’ve got a timeless classic! Just to stay contemporary we’ve lessened the serving size to a mini skirt and perched it on top of a lollypop. Who needs your grandmother’s cake dome, you’re a sexy display all by yo bad self.

Red velvet cake pops

Alice and Olivia dress

Alice and Olivia dress

Alexander McQueen

Black liquorish isn’t for the faint of heart!

black liquorish

black liquorish

Alexander McQueen black dress

Philosophy

Philosophy took a more angular modern approach to their line, lots of patterns and prints. The juxtaposition of color in this line is fairly reminiscent to the hard candy.

This lovely blue and tan combination hugs the body gently enough to show off a feminine figure but not restrict or over exaggerate it. The beautiful curve this outfit creates is reminiscent to that of ribbon candy. Neither are over powering nor understated.

ribbon candy
philosophy

 

Peppermint is as versatile as it is tasty. We use it all year round, then in December we change its shape to a cane with pinstripes and all of a sudden its everywhere you go! When I think of peppermint candy I think of freshness and holiday joy. ‘Tis the season, to be a hottie. But, then again every season is.

peppermint

Philosophy

Philosophy

Zadig & Voltaire

This outfit by Zadig & Voltaire is no juicy contradiction

star bursts

star bursts

zadig-voltaire

zadig-voltaire

Betsy Johnson

Betsy Johnson is known for producing fun and flirty lines, so it’s no surprise that she is featured as one of our sassy sweet designers.

This perfectly pink pastel looks light as air and fluffy just like one of my favorite sweets, cotton candy. Honestly it’s a wonderfully playful look that sends a delicate yet spunky message.

cotton candy

cotton candy

Pink dress

Pink dress

 

pink and blue taffy height=

pink and blue taffy

dress height=

dress

If you’re like me then you’ve got a sweet tooth that can’t be satisfied with just one confection. Well you and I don’t have to worry; Betsy Johnson has taken care of everything. Just go for the whole candy shop!

After you’ve gone through your fashion sugar shock, unwind with some Pepto-Bismol to ease the tummy ache.

pepto

pepto

pink

pink etro

RETAILOR-MADE… CUSTOMIZED CUSTOMER EXPERIENCES THROUGH MOBILE ENGAGEMENTS

By , December 27, 2012 6:09 pm

Brandpsych logo

RETAILORS might remember, as we have often suggested, to make their brand management an ongoing process of reinventing customer experiences and providing more personalized mobile engagements. For retailors, their creative strategies must now be based on their target customers’ own positioning of their most relevant attributes, differences and behaviors. Customers’ self-brand perceptions rely on their omni-present sources of contact, information and cultural sharing. The concept of “everywhereness” is a current zeitgeist in the mobile world, as exhibited in the Tracfone Everywhereness commercials.

Retail innovations by leading retailers mandate that all their strategic planning is a brand retailoring that evolves from their study of the current evolution of our species, technologically. Quickly gone is the concept of the physical “retail store” as a shopping destination or necessity. Struggling to remain relevant is the mission, “should you choose to accept it.” We hope it will not be a “Mission Impossible.”

Drawing by Art Winters

There is no doubt that mobile is now a bio-digital part of the customer, aka 21st Century Human. For example, living within all the “everywhereness,” retailors must consider that there is a stronger customer’s need for individuality, as exhibited through an interest in fashion tailor-mades or bespoke products – from clothing and accessories to automobiles. Mobile customers are quickly adopting and increasing their mobile “self-styling” options. Changing their shopping behavior more readily than those who are store-only shoppers. Retailors are building their “everywhereness” opportunities to attract more customers with new personalized mobile apps and interactive options.

Inevitably, retailers have to consider “showrooming” as a challenge. How should they strategically respond to this use of their physical store as a showroom and the Internet sites as the P.O.S.? Certainly the retailor is actively working to provide targeted CX (Customer Experiences) that offer personalized mobile and in-store service and incentives that would also advance their NPS (Net Promoter Score). Also, brand managers should be creating new, innovative, and more customer interaction options for their ever-changing loyalty programs and tailor-made offerings. The retailor must realize that since mobile technology enables the customer to shop many stores on their own time, from wherever they choose, it is time to get creative and inventive. Work at brand “relate-ability” with self-visualizations of value and helpful relevant touch points for the customer’s tailor-made desires.

Our thought is: “If retailers want to be anywhere, they must now be everywhere.”

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Preppy Class Pinterest Winner

By , December 19, 2012 12:57 pm

50 Shades of Prep
Postponed due to Sandy, the program was held on December 1. The morning interview and discussion featuring G. Bruce Boyer, acclaimed menswear journalist and Celebrity Stylist, Cliff Hoppus was a treasure trove of information and having Bruce take the group through the Ivy Style exhibition really added insight into the show,  as well as this style of dress that has been America’s gift to the world  of dressing starting in the 1920’s , particularly in menswear.

G Bruce Boyer and Cliff Hoppus

The winner from the Preppy Pinterest contest was announced during the lunch break. It was hard to choose a winner, but in the end, Gerardo Giannetti won! See his Preppy Lifestyle board below. Gerardo Giannetti Pinterest winning entry

The afternoon trips included the new Brooks Bros. concept store “Flatiron” where the manager  Anne Alcocer  gave a welcome and talked about the Brooks strategy to attract a younger customer in addition to their loyal following in their traditional stores.  The store at 19th and Broadway is a treat to visit. The next stop was the iconic flagship Brooks Bros. Store at 44th and Madison for an insightful comparison.  Ronald Ferguson, concierge gave an escorted tour of several floors and made sure that we also got a look at both the women’s and children’s  clothing – all just beautiful.

The next stop was Paul Stuart where Mona Reilly  greeted our group and gave the background info on this still privately owned  civilized  and warm luxury store.  One of the highlights of the day was provided by Ralph Auriemma, designer for Paul Stuart and specifically for their upscale Phineas Cole line. Ralph was on hand to talk to us about the designer aspects of the business and how he got started and works today.  After a quick run through J. Press up the street,  the program wrapped up with a personal tour by  Douglas Geller at Gant on 5th Ave with a great assortment of men’s women’s and kid’s, once again underscoring the morning message that prep is really a lifestyle.

Our attendees thought the program was amazing  and were thrilled that we spent so much time on men’s and we promised to cover the men’s business more fully in the future.  We thank all the retailers who welcomed us, in spite of the fact that Christmas business was going on.

Preppy Talk & Tour

Don’t forget to check out the exhibit before it closes!!

EXHIBITION: IVY STYLE
Through January 5

Special Exhibitions Gallery, The Museum at FIT
The evolution of Ivy League fashion is featured in this exhibition, focusing on three important time periods: the interwar years of the 1920s and 1930s, the post-war era to the end of the 1960s, and the style’s revival from the 1980s to the present. Looks created by companies such as J. Press and Brooks Brothers as well as contemporary interpretations of the style from Ralph Lauren and Tommy Hilfiger are on view.

 

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