Tag: Fashion

H2H- Are You Experienced?  Human to Human – The Digital Promise Delivered

H2H- Are You Experienced? Human to Human – The Digital Promise Delivered

Jimi Hendrix was on the right track in many ways when he asked “Are You Experienced?”

So what exactly is H2H?  No, it is not the latest Asian flu.  Neither is it water—that is H2O.  And its definitely not the latest networking app!

H2H is “Human to Human”

H2H is About Brands & Delivering on Their Digital Promise

Your digital promise is the full delivery of your brand’s experience to your consumer.  Sure, its easy to produce slick graphics and fabulous copy on a webpage and in social media.  But brands have to really ask themselves if they are also providing the human experience vis-a-vie their digital presentation.

At first this seems a bit crazy and if nothing else completely contradictory.  Isn’t the whole point of digital is that it’s exactly just that-digital?  Not exactly.  What customers are demanding is the full range of a robust experience that a brand has to offer.  What seems to be new here really isn’t.  But with digital in the mix, the rules of execution have been forever altered.  Marketers know that consumers do not want to simply buy something, they want to fully experience it.  This means that brands now have to understand how to seamlessly deliver online and offline–with great humanness.

The rules of brand delivery and execution are forever changed.  

Missing the H2H portion of the brand delivery equates to treating your customer like a piece of digital meat!

Human to Human Marketing is The Digital Marketing Brand Promise Delivered
Human to Human Marketing is The Digital Marketing Brand Promise Delivered

 

This is nothing new because as far back as 1998, Joseph Pine and James Gilmore published “Welcome to the Experience Economy” and the phrase was then forever coined.  They plotted The Progression of Economic Value graph.

The Progression of Economic Value Created in 1998
The Progression of Economic Value Created in 1998!

Even then in 1998, customers were demanding experiential immersion with a brand. With digital marketing, they are demanding it even more.  Its sort of a paradox.  The more brands deliver remotely, the more customers expect to be treated like a human.

“Its sort of a paradox.  

The more brands deliver remotely, the more customers expect to be treated like a human.”  

Farfetch, the digital platform featuring hundreds of impossible to find boutiques and merchandise, recently announced their “Store of the Future”.  Check out this short video from Bloomberg.

Farfetch is setting the standard for digital delivery and human experience.

Farfetch founder, Jose Neves says:

“The next stage in the evolution of the fashion industry is the connected store, which uses technology to enhance the luxury retail experience to become even more customer centric,” he said. “Farfetch is at the crossroads of luxury and technology and is well placed to understand its needs and deliver a tailored solution.”

Jose Neves on LinkedIn-the Creator of Farfetch
Jose Neves on LinkedIn-the Creator of Farfetch

In their new retail store concept, Farfetch customers will experience the full immersion of humanity wrapped in a digital brand delivery.  Farfetch has executed an admirable business benchmark for H2H.

Is your brand ready for H2H?  Are you experienced?

Christine C. Oddo is the author of The Christine Report blog and founder of
Madison Luxe Group; a beauty and luxury product retail sales & digital strategy agency.
Inquiries to christine@madisonluxegroup.com
Madison Luxe Group Where Luxury Meets Reality www.thechristinereport.com www.madisonluxegroup.com
The Christine Report
Maximalism vs. Minimalism.  What Meme Is Right for Your Brand?

Maximalism vs. Minimalism. What Meme Is Right for Your Brand?

Maximalism versus Minimalism.  If you created a campaign using a meme, which way would you go?  Which visual style is more representative of your brand?

More than ever before, visual impact takes the lead role in brand presence.  Memes are an excellent tool for delivering incredible visuals while identifying with your target consumer.  In the not-to-distant-past campaigns relied heavily, and successfully, only on their creative and production capabilities.  Our digital media world has changed all that. Creative is no longer perceived and judged just as award-winning art-for-art’s-sake.  It now has to be conceived with the notion that it can go viral – and we all know that creating the magic of going viral is the killer hack in digital branding.  Now not only does creative have to be flawless and fitting, it must also be able to go into full viral motion.

Memes are a leading way to instantly deliver your brand message.

So, will you go with the Maximalist pow and deliver eye candy straight between the reader’s eyes?  Or, is it more fitting for your brand to play it cool and draw them in with a I-couldn’t-care-less-about-how amazing-I-look-‘tude?

Gucci’s latest Watch campaign is obviously continuing their trend in Maximalist fashion.

Check out some of their recent campaign memes.  The copy is critical too!

Gucci Meme 1Gucci Meme 2Gucci Meme 3

Want to understand how Gucci is utilizing memes into their campaign?

Read Australian Vogue’s article here.

Vogue Australia with Karlie Kloss

 

 

 

 

 

 

 

Now that you have experienced Maximalism, let’s see the difference with Minimalism. What Vetements just did is simply way too cool.
Vetememes the Vetements Meme Jacket Sold Out
Vetememes the Vetements Meme Jacket
Burberry’s Art of The Trench campaign is iconic for its minimalist imagery and impact. They further capitalized on their viral success with a flawlessly linked execution via brick & mortar and engaging user generated content.
Burberry's Art of The Trench Campaign Utilizes Memes, Brick & Mortar and User Generated Content
Burberry’s Art of The Trench Campaign Utilizes Memes, Brick & Mortar and User Generated Content

 

 

 

 

 

 

 

 

 

What Burberry’s did is extremely important.  It illustrates the opportunity for how a brand can lead an entire robust campaign with a single piece of developed creative.

We now know the importance and opportunities of memes.  So what will it be- Maximilism or Minimalism?

 

headshot-from-christmasChristine C. Oddo is the founder of Madison Luxe Group a beauty and luxury product retail sales and digital strategy agency and author of The Christine Report blog.

Inquiries to christine@madisonluxegroup.com

 

Soooooo Lovely.  Paris Cosmopolite 2016/17 Métiers d’Art show – CHANEL

Soooooo Lovely. Paris Cosmopolite 2016/17 Métiers d’Art show – CHANEL

 

Watching this Chanel show was like a mini-vacation for me. It is incredible. The models stroll, strut, dance and frolic in the Ritz hotel. Not a traditional high strut catwalk in any way. I love this. They look like they are having the best time, the music is adorable and of course the clothes are beyond. Go ahead, take a moment for yourself you totally deserve it! Watching this is my idea of mindfulness.  Enjoy.

 

Ho-Ho-Ho  Yo-Yo-Yo How Did It Go-Go-Go???  How Were Your Holiday Sales?

Ho-Ho-Ho Yo-Yo-Yo How Did It Go-Go-Go??? How Were Your Holiday Sales?

So, how did it go?  Now that we’re getting through January, for sure you have already done your 2016 Holiday Sales review.  So, how did it go?  If you are not happy, hard to believe, but we now only have about 8 calendar months to implement change.  Can we do all that needs to be done in time, this time?

The key question for most brands and stores has become incredibly apparent-

Where did my customer shop?

Did I have a brand presence there?

Was my customer’s experience consistent?

In Other Words

ARE YOU UNIFIED???

Unified Commerce.  It’s not just Omni-Channel.

What does UNIFIED mean exactly?  It means that presence or performance is no longer about where one can buy a product or find their retailer.  As marketers, we call each of these a channel.  Do you know what your customer calls it?  NOTHING.  Sorry to be so blunt.  That’s right, they refer to it as nothing.  Why?  Because our customers really don’t care what a channel is.  They only care about where they are and if they can easily purchase something.  We also need less emphasis and planning around “channel optimization”, “tracking” the target consumer, or “omni-channel” anymore, too.  Technically these efforts will remain, but it is really all about the right marketing mind set and goals.  Its time to truly begin to understand and implement brand transaction strategies from the consumers’ viewpoint.

Unified Commerce.  It’s Technology and It’s Your Consumers’ Brand Experience.

brp-graphic
2016 projected $30B spend on commerce unification software 

 

 

It is about a product or a brand transaction being seamlessly and instantly present across every platform.

 

Why Omni-Channel is Not The Same as UNIFIED

Here is a perfect true life example of my experience with an exclusive department store-           This retailer is definitely Omni-Channel but definitely not Unified.  When I fly into this city, I always look forward to shopping at this amazing destination.  When I purchase something that won’t fit my carry-on, I have to ship it back.  The brick and mortar purchase process will not allow it to be shipped to my PO Box.  So, the sales associate has to physically release the order at the exact right time so that it meets me at my house upon return from my trip and not sit on my front porch while I am away.  Then, I have to worry about my purchase sitting at the retailer for sometimes a week or more, depending on how long I am away. But, when I order online from this store, they will ship my package anywhere- including my PO Box. 

                                                                                                                                                                                                         

Dior Tribal Earrings My Must-Have Item Ordered Via Text Unified Commerce Needed Here
Dior Tribal Earrings My Must-Have Item Ordered Via Text

Most surprising to me was when I needed some extra help buying some incredible just-had-to-have runway earrings and I wanted a couple different pair to collect all at once. 

I called the store long distance and during this experience, I was able to order these pricey earrings from the sales associate literally via texting but, get this- they were not available for order via their website.  

Very confusing.                                                                    

 

 

 

 

Unified Commerce Needed Here The ECommerce, In-Store and Phone Ordering Brand Experience Completely Different
Unified Commerce Needed Here The ECommerce, In-Store and Phone Ordering Brand Experience Completely Different

 

So, time has come where the point of sale is no longer just about technology capability, channels or physical location of the purchase.

THE NEW POINT OF SALE IS THE CONSUMER THEMSELVES

Unified commerce means that no matter where or when a consumer decides to buy, they can seamlessly, readily and easily transact their purchase AND to them, the transaction feels, looks and acts the same.  The consumer experiences little differences in their transaction options and brand interaction.  Also anyone in the organization that may be assisting in the transaction has the same information access and in real time.

Unified Commerce by National Retail Federation
Unified Commerce by National Retail Federation

 

 

 

 

 

 

 

Time flies.  Our consumer continues to expect more unity in their experience.  Can you be totally ready by the next holiday season?  Can you get Unified?

 

 

Madison Luxe Group Where Luxury Meets Reality www.thechristinereport.com www.madisonluxegroup.com

Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury retail sales, product development, brand curation and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

FLOTUS FASHION RECAP 2017

FLOTUS FASHION RECAP 2017

flotus-2017-fashion-recap

Kim Thai Birthday Bash Hosted By SleekHair

Kim Thai Birthday Bash Hosted By SleekHair

Fantastic event hosted by SleekHair and Kim Thai celebrated her Sweet 23 birthday with all her blogger fans!  Thanks to the Sleekhair Team and Kim Thai!

 

headshot-from-christmasChristine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury retail sales, product development, brand curation and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

www.madisonluxegroup.com

Free or Best Offer. What is the affect of Live Streaming on Fashion’s Finest Freelancers?

Free or Best Offer. What is the affect of Live Streaming on Fashion’s Finest Freelancers?

Live Streaming Fashion may have completely changed the fate for Fashion’s Finest Freelancers.

While going for my daily morning run, this old chest of drawers was on the curb looking for a new home.  I stopped, stared at the sign and had to take a photo because it reminded me of something I had just recently learned.

Free or Best Offer. 

I think a few of my freelance fashion colleagues feel like this chest of drawers.

Free or Best Offer Chest of Drawers Photo

Just as this season’s shows were winding down, I reached out to a couple of my freelance makeup artist friends.  Knowing how busy they are during shows, I did not expect to hear back for a couple more weeks.  I routinely figured that they would finish their shows, get their post-show rest and then we would catch up.

Except that I did hear back from a couple of them immediately.

What the heck was going on?

The shocking answer is that they were barely booked this season!  This update was coming from some very highly talented freelancers.  Their talent was always booked solid during fashion and award seasons.  This was shocking news.

They have also come to rely heavily on the income, camaraderie and contacts each fashion season brings.

No doubt, live streaming fashion has been AWESOME for the wanting consumer.  Its AWESOME for the brands too.  Via the multitude of live media outlets, brands are sharing their essence and value in real time.  It does not come cheap for the brands though.

Last year, WWD reported, “ the bulk of beauty brands paying designers for show sponsorships anywhere from $5,000 for a lesser-known fashion label to $50,000 for a more established one — plus supplying the products — the question is: Do the beauty companies reap rewards?  The answer is a resounding “yes.” 

And for their $50K, you know that the big corporate brands are bringing in their own armies of celebrity stylists and entourage.  This leaves little to no room for the talented freelancer.

I’ve been told that this year was the biggest yet.  Big companies totally dominated backstage at the shows.  Can’t begrudge anyone, let’s face it, they are marketers and paid heavily for the opportunity.

Major change brings on major change.  In hyper-available “real time” where items, looks and trends are immediately available to the public, there will be equal evidence of the immediate winners and losers at this new game.

Tresemme 2016

Is it working for the brands?  Yes.

 

“From our research at Unilever, we know that the content we develop around fashion week has a

really strong ROI,” said Jen Daly, marketing director of salon-inspired hair-care brands at Unilever, who noted that since 2013, when TRESemmé concentrated its efforts in New York as the official hair-care sponsor of fashion week, the brand has seen the growth rate of its styling business increase five times.  “[For our consumer], the hair resonates more than the designer.”

 

 

Karl_Lagerfeld_Cannes (1)

Karl Lagerfeld recently shared his opinion with The Business of Fashion.

“It’s a mess,” said Lagerfeld backstage after the Fendi show, when asked about the lack of consensus amongst members of the fashion industry in the US, UK and Continental Europe on the value of consumer-facing fashion shows…..

“Chanel makes six collections per year, but I make already one — the capsule — that is not shown to the press, to nobody. The day it comes out is the day the stores get a document. Now I want to do something else — perhaps it’s too early to talk about it — to make a special collection only for the [Internet].  Fifteen things, you buy them and you get them immediately.”

 

Many shows are now also opportunities to immediately buy. No more 6 months wait until it hits the retail floor.  This is fantastic for consumers and brands.

So, what will Live Streaming most likely mean to the freelancers?

Maybe many talented freelancers will be left out of the stream.

headshot-from-christmasChristine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury retail sales, product development, brand curation and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

www.madisonluxegroup.com

 

Blindsided By Your Boss-Can Your Social Media Plan Handle The PR Crisis?

Blindsided By Your Boss-Can Your Social Media Plan Handle The PR Crisis?

In 2013, Lululemon recalled its most popular yoga pant after users realized that they were see-through when stretched. Since yoga practitioners do a lot of stretching, this was a major problem. Then, the situation became an even greater PR tragedy when their very own founder and CEO, Chip Wilson, appeared on Bloomberg Television and blamed it on the women wearing the pants. “Quite frankly, some women’s bodies just actually don’t work for it,” he said, adding, “It’s about the rubbing through the thighs.” It’s amazing how in the context of what seems a perfectly benign business channel interview, can go to a total disaster.

Lululemon
Lululemon Yoga Pants. Women wearing the famous controversial yoga pants-according to Lululemon are these women “right” for the pants?

Oh no did he really just say that?

Of course women everywhere interpreted this as being called too fat to wear Lululemon pants.

And could fashion devotees ever forget the total public meltdown of John Galliano? While head of design for Dior, drunk in a bar, he spewed racial slurs and would not calm down for hours.

Oh no did he really just do that?

Galliano’s personality came unglued in what appeared to be an unwinding from the many years of stress that came along with his intensely demanding role. Galliano was always known for his great flamboyance, but up till then, was really only known for his amazing work.

John Galliano with Kate Moss PR Social Media Crisis
John Galliano with Kate Moss

More recently, it was Dov Charney, the founder and CEO of American Apparel. His list of bad behavior really is too gross to restate. You can see the lawsuit filing here.

Oh no, did he really just say, email, text, write, perform, photograph and video that?

Apparently and ironically, as the founder of a clothing company, Charney also enjoyed working naked.

American Apparel Dov Chaney PR Social Media Crisis
American Apparel Store

 

 

 

 

 

 

Nobody could ever imagine these bad PR surprises. Especially from the head cheese. Publicly verbal, uncharacteristic and highly damaging outbursts from the top have got to be last on any social media manager’s worry list.

Since bad PR can happen, companies need a serious plan of combat and execution. Social media is definitely the first place your customer now goes letting the world know exactly what they think or experienced with your brand.

So, then make social media the first place you go to do proper damage control.

Make a crisis game plan that specifies the duties and roles for each member on the crisis team. This game plan should be able to hold up against any incident, anytime, anywhere in the world and under any conditions.

Blindsided by the Boss Social Media PR Crisis Tool
Your Social Media Crisis Communication To Do List by Christine C. Oddo founder, Madison Luxe Group

 

Your go-to PR crisis social media plan should look like this:

  • Most importantly, DO YOU EVEN HAVE A PLAN?
  • Start with assigning a leader. Then, make sure everybody on the team has a hotline to each other no matter what time or day it is.
  • Generate the resources of infrastructure. For instance, you may need a dedicated site or hashtag. Evaluate and assign what it would take to address all your constituencies and what channels are most appropriate.
  • Speed is key. The faster the brand jumps in to the crisis the greater influence they will have in managing the message and communicating with their public.
  • Admit wrongdoing, apologize and take every punch. Be extremely humble, but strong and express a plan for moving forward through the issue.
  • Act on the broadcasted plan and let your audience know that you have done so. This starts to rebuild the lost trust.
  • Heavily monitor your progress. Internal management and external sources teamed up will watch as the incident evolves through the cycle and can readjust accordingly. Crisis management is rarely a one and done effort, be vigilant and stay on the plan until all signs indicate it is truly a new day.

Any company can be caught in a PR crisis at any time. Any company should be ready with their social media strategy to answer to it. No brand should assume immunity from these way-out-of-left-field-bad press incidents.

That is why it is called a surprise. Be ready.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

Can Chanel Make 1957 Oh So 2015?

Can Chanel Make 1957 Oh So 2015?

Has Chanel done it again? Has this storied fashion house of

21_Fall-Winter-2015-16-Ready-to-Wear-collection-�CHANEL_HD
Chanel Fall / Winter 2015

never-ending-goods-of-absolute-desire yet again reignited one of their very own legendary designs? Only the Chanel audience knows. The rest of us will know if we see it on the feet of devotees.

174EF6BE000005DC-3090401-Former_couple_Gina_Lollobrigida_left_87_met_Javier_Rigau_y_Rafol-a-66_1432174892092
Gina Lollobrigida & Javier Rigau y Rafols

What we have on our hands here, or should I say feet, is the newest rendition relaunching the two-tone classic Chanel Slingback. Originally created in 1957, click this link to see the fabulous archived ’57 photo of Gina Lollobrigida and society’s finest wearing this classic shoe.  The photo has a tickle of animation featuring the famous two-tone, intended as Chanel noted, that the black cap will shorten the toe and the beige lengthens the leg.

 

Gina Lollobrigida 1957 Magazine Cover
Gina Lollobrigida 1957 Magazine Cover

 

In a crazy coincidence, Lollobrigida, once referred to as “the most beautiful woman in the world” is again in the news at 87 years old. She says her decades younger husband tricked her, via getting her to sign paperwork, into their marriage, and only for her estate.

We know Chanel is tops in fashion, but how will the fashionista social media elite respond is the other question.  Besides product sales, Social Media is the other sure way we’ll quickly learn if the relaunch of this classic is a hit. Response and Engagement from discriminating fashion societies reveal the truth for all to see and then emulate.

Lets look a little further into this social media terminology, “engagement”.  Social Media expert and Harvard professor, Dr. Lelia Samii,  states that,  Many think that the size of your community is the most important part of social media, however what is more important is ENGAGEMENT.” Dr. Samii is well known in her circles for devising the REALLY framework and strategy. Her REALLY program is an effective approach to the implementation and analysis of a brand’s social media efforts. REALLY stands for: Research, Engage, Analytics, Listen, Learn, You.

Sounds like marketing, doesn’t it?  In Chanel’s eternal branding genius, they generated 4 visually delicate but unmistakable vignettes that are just long enough to draw in the viewer, but short enough  to keep rapt attention.  Based on the rolled jeans and bike ride featured in the vignettes, this creative balance is precisely aimed at the Millennial target audience.  Be it 1957 or 2015, Chanel perpetuates their iconic aura.  Judging by the number of views and comments, and multiply this by 4- one for each featured vignette, it does appear that Chanel definitely engages their audience.

Chanel-Slingback-Story-185
Watch Chanel’s Slingback Vignettes on YouTube

Chanel’s 2015 social media marketing of their 1957 slingback is undoubtedly on target.  Can’t wait to see them on all those feet.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com