As businesses and consumer groups grapple with the effects of global marketing, we are observing how various fashion designers adjust their marketing strategies to suit this uncertain new world. Some fashion designers are re-thinking creative design as a foundation for marketing. They are concentrating on […]
Category: Brand Management
What is Your Brand Story Strategy?
by Peggy and Arthur Winters We recently came across a quote from John Norman, CCO of The Martin Agency, which struck a familiar cord: “We used to tell stories through campaigns. Now we build stories.” As we mentioned in our August 2012 blog post, some […]
NET PROMOTER SCORE and CUSTOMER EXPERIENCING CUSTOMER CONTENTMENT CONTENT?
by Peggy and Arthur Winters Net Promoter Score (NPS) has been defined as a management tool that can be used to investigate the degrees of loyalty in a firm’s customers’ experiences. It serves as an additional tool to traditional customer satisfaction research. The Net Promoter […]
WHAT YOU SEE… Visual Content… is WHAT YOU GET
For today’s fashion marketing, original visual content is vital. The marketing communications strategy is how to make it effective. We’re still seeing some fashion brands using old-style fashion model poses in their visualizations of their new styles or products. But, we appreciate and recommend fashion […]
Let the Seller BEWARE!!!
A New York Times article about two FIT grads who started a shoe company, sold it, and then wound up in court over several different issues – see link to story below – is, unfortunately, all too common. I’ve warned, as has one of my […]