What do you do to stay in-tune with trends?
As a merchandiser, I will be expected to have amazing product aesthetic and be familiar with fashion trends. One of the ways many merchants understand fashion trends is by following fashion blogs; not only ones like Women's Wear Daily, but also others like The Sartorialist, The Cherry Blossom Girl and lesser known ones.
My mother subscribes to every fashion magazine, knows the hundreds of ways to tie an Hermes scarf, and even has a sweater Carrie Bradshaw wore. She’s the reason fashion and shopping have been such passions of mine and I’ve been fortunate enough that I’ve been able to make a career out of it and hopefully will continue to do so once I graduate, so I guess I better stay in-tune with trends and start following more fashion blogs.
According to a study done by Forrester Research, the number of people who read blogs at least once a month has grown 300% in the past four years, and what people read strongly influences their purchase decisions, more than social networks. Blogs factor into critical stages of the purchase process, mostly at the actual moment of a purchase decision. Companies have picked up on this consumer insight, and are using it to their advantage. So, now instead of merchandisers just picking up fashion trends from blogs to help them set optimal category assortment, companies are influencing bloggers to then influence consumers.
Does this take away bloggers influence on fashion trends?
Are consumers influenced as much by blogs knowing that companies are giving them free merchandise or paying them?
The way companies are using the influence of fashion bloggers strongly interests me and thus is a topic I would like to explore further in my research paper.
Gap recently announced a new global marketing campaign utilizing six well-respected fashion and lifestyle blogs. In the press release issued on February 14th, Gap called it “Styld.by, a first-of-its-kind digital collaboration”. Each of the blogs will style unique looks using key items from Gap’s collection for spring. The looks are intended to give consumers style inspiration and allow them to learn about the featured products. They will even be able to purchase directly from the blog.
“Styld.by is an evolutionary way to take the idea of a traditional catalog and deliver it in a way that encourages people to engage with it in a place where they’re already spending their time, like fashion blogs and music sites. By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” added Farbman (Global CMO,Gap)
According to fashion blogger Janis Galloway, dressmedearly.com, blogs have become a key strategy for retailers. Janis receives emails from marketing coordinators and publicists asking to send her merchandise or requesting her to blog about their product. She feels this leads to credibility issues and will not post anything does not align with her style and vision for her blog, but do others feel the same way? However, as Janis points out, “The marketers are getting smarter, but so are consumers.” I wonder if this is in fact true- do consumers believe this? Do they trust the fashion bloggers they follow?
Marketers are in fact getting smarter and more strategic at that. They are now working to collaborate with bloggers, such as Gap and its new Styld.by campaign. Retailers and some of the leading fashion brands are even having bloggers help design products. In 2010, Coach collaborated with four fashion bloggers, who each designed a custom bag which was then sold online. In 2011, Coach partnered with another blogger, Emily Johnston of Fashion Fois Gras. This time they designed an oversize tote meant to meet the needs of a busy blogger. Last August, clothing shop Farfetch.com partnered with online footwear boutique Six London and launched Six by Six, a limited edition footwear collection designed by six of the world’s most influential fashion bloggers. And apparently brands such as Forever 21 and Topshop have already been working with well-known bloggers.
According to Isa Lavaham, “One of the reasons (bloggers) are seen as authentic influencers is because they blog about what they love and what interests them. They influence their readers because they represent everyday people with real budgets, lifestyles and body shapes. To say that bloggers are reshaping the fashion industry is an understatement.”
Just how powerful is the blogosphere?
Will their influence on consumers change with this increase in collaboration with brands?
How do consumers feel about this partnership?
Will merchants still look to blogs for inspiration?
Friday, February 24, 2012
Paper Topic: Taking Advantage of the Fashion Blogger Influence?
What do you do to stay in-tune with trends?
As a merchandiser, I will be expected to have amazing product aesthetic and be familiar with fashion trends. One of the ways many merchants understand fashion trends is by following fashion blogs; not only ones like Women's Wear Daily, but also others like The Sartorialist, The Cherry Blossom Girl and lesser known ones.
My mother subscribes to every fashion magazine, knows the hundreds of ways to tie an Hermes scarf, and even has a sweater Carrie Bradshaw wore. She’s the reason fashion and shopping have been such passions of mine and I’ve been fortunate enough that I’ve been able to make a career out of it and hopefully will continue to do so once I graduate, so I guess I better stay in-tune with trends and start following more fashion blogs.
According to a study done by Forrester Research, (http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than-social-networks-6616/ ), the number of people who read blogs at least once a month has grown 300% in the past four years, and what people read strongly influences their purchase decisions, more than social networks. Blogs factor into critical stages of the purchase process, mostly at the actual moment of a purchase decision. Companies have picked up on this consumer insight, and are using it to their advantage. So, now instead of merchandisers just picking up fashion trends from blogs to help them set optimal category assortment, companies are influencing bloggers to then influence consumers.
Does this take away bloggers influence on fashion trends?
Are consumers influenced as much by blogs knowing that companies are giving them free merchandise or paying them?
The way companies are using the influence of fashion bloggers strongly interests me and thus is a topic I would like to explore further in my research paper.
Gap recently announced a new global marketing campaign utilizing six well-respected fashion and lifestyle blogs. In the press release issued on February 14th, Gap called it “Styld.by, a first-of-its-kind digital collaboration”. Each of the blogs will style unique looks using key items from Gap’s collection for spring. The looks are intended to give consumers style inspiration and allow them to learn about the featured products. They will even be able to purchase directly from the blog.
“Styld.by is an evolutionary way to take the idea of a traditional catalog and deliver it in a way that encourages people to engage with it in a place where they’re already spending their time, like fashion blogs and music sites. By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” added Farbman (Global CMO,Gap)
According to fashion blogger Janis Galloway, dressmedearly.com, blogs have become a key strategy for retailers. Janis receives emails from marketing coordinators and publicists asking to send her merchandise or requesting her to blog about their product. She feels this leads to credibility issues and will not post anything does not align with her style and vision for her blog, but do others feel the same way? However, as Janis points out, “The marketers are getting smarter, but so are consumers.” I wonder if this is in fact true- do consumers believe this? Do they trust the fashion bloggers they follow?
Marketers are in fact getting smarter and more strategic at that. They are now working to collaborate with bloggers, such as Gap and its new Styld.by campaign. Retailers and some of the leading fashion brands are even having bloggers help design products. In 2010, Coach collaborated with four fashion bloggers, who each designed a custom bag which was then sold online. In 2011, Coach partnered with another blogger, Emily Johnston of Fashion Fois Gras. This time they designed an oversize tote meant to meet the needs of a busy blogger. Last August, clothing shop Farfetch.com partnered with online footwear boutique Six London and launched Six by Six, a limited edition footwear collection designed by six of the world’s most influential fashion bloggers. And apparently brands such as Forever 21 and Topshop have already been working with well-known bloggers.
According to Isa Lavaham, “One of the reasons (bloggers) are seen as authentic influencers is because they blog about what they love and what interests them. They influence their readers because they represent everyday people with real budgets, lifestyles and body shapes. To say that bloggers are reshaping the fashion industry is an understatement.”
Just how powerful is the blogosphere?
Will their influence on consumers change with this increase in collaboration with brands?
How do consumers feel about this partnership?
Will merchants still look to blogs for inspiration?
As a merchandiser, I will be expected to have amazing product aesthetic and be familiar with fashion trends. One of the ways many merchants understand fashion trends is by following fashion blogs; not only ones like Women's Wear Daily, but also others like The Sartorialist, The Cherry Blossom Girl and lesser known ones.
My mother subscribes to every fashion magazine, knows the hundreds of ways to tie an Hermes scarf, and even has a sweater Carrie Bradshaw wore. She’s the reason fashion and shopping have been such passions of mine and I’ve been fortunate enough that I’ve been able to make a career out of it and hopefully will continue to do so once I graduate, so I guess I better stay in-tune with trends and start following more fashion blogs.
According to a study done by Forrester Research, (http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than-social-networks-6616/ ), the number of people who read blogs at least once a month has grown 300% in the past four years, and what people read strongly influences their purchase decisions, more than social networks. Blogs factor into critical stages of the purchase process, mostly at the actual moment of a purchase decision. Companies have picked up on this consumer insight, and are using it to their advantage. So, now instead of merchandisers just picking up fashion trends from blogs to help them set optimal category assortment, companies are influencing bloggers to then influence consumers.
Does this take away bloggers influence on fashion trends?
Are consumers influenced as much by blogs knowing that companies are giving them free merchandise or paying them?
The way companies are using the influence of fashion bloggers strongly interests me and thus is a topic I would like to explore further in my research paper.
Gap recently announced a new global marketing campaign utilizing six well-respected fashion and lifestyle blogs. In the press release issued on February 14th, Gap called it “Styld.by, a first-of-its-kind digital collaboration”. Each of the blogs will style unique looks using key items from Gap’s collection for spring. The looks are intended to give consumers style inspiration and allow them to learn about the featured products. They will even be able to purchase directly from the blog.
“Styld.by is an evolutionary way to take the idea of a traditional catalog and deliver it in a way that encourages people to engage with it in a place where they’re already spending their time, like fashion blogs and music sites. By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” added Farbman (Global CMO,Gap)
According to fashion blogger Janis Galloway, dressmedearly.com, blogs have become a key strategy for retailers. Janis receives emails from marketing coordinators and publicists asking to send her merchandise or requesting her to blog about their product. She feels this leads to credibility issues and will not post anything does not align with her style and vision for her blog, but do others feel the same way? However, as Janis points out, “The marketers are getting smarter, but so are consumers.” I wonder if this is in fact true- do consumers believe this? Do they trust the fashion bloggers they follow?
Marketers are in fact getting smarter and more strategic at that. They are now working to collaborate with bloggers, such as Gap and its new Styld.by campaign. Retailers and some of the leading fashion brands are even having bloggers help design products. In 2010, Coach collaborated with four fashion bloggers, who each designed a custom bag which was then sold online. In 2011, Coach partnered with another blogger, Emily Johnston of Fashion Fois Gras. This time they designed an oversize tote meant to meet the needs of a busy blogger. Last August, clothing shop Farfetch.com partnered with online footwear boutique Six London and launched Six by Six, a limited edition footwear collection designed by six of the world’s most influential fashion bloggers. And apparently brands such as Forever 21 and Topshop have already been working with well-known bloggers.
According to Isa Lavaham, “One of the reasons (bloggers) are seen as authentic influencers is because they blog about what they love and what interests them. They influence their readers because they represent everyday people with real budgets, lifestyles and body shapes. To say that bloggers are reshaping the fashion industry is an understatement.”
Just how powerful is the blogosphere?
Will their influence on consumers change with this increase in collaboration with brands?
How do consumers feel about this partnership?
Will merchants still look to blogs for inspiration?
Wednesday, February 15, 2012
Online Social Behavior
I went to happy hour before the holidays with a few girlfriends (free pizza with a purchase of a bottle of wine- can’t beat that), and we started talking about holiday gift ideas. Nicole brought up Pinterest, (www.pinterest.com ) and I’ve been addicted ever since.
I have a Facebook, Twitter, Pinterest, LinkedIn and Google+ account. I read blogs. I now write blogs. However, for the most part I’m a pretty passive user. I love Pinterest, but I have yet to post anything original on one of my boards. I have repined and liked pins and enjoy following my friends and acquaintances’ boards. I feel like it gives me a quick snapshot of creative ideas for recipes- made spaghetti squash last night, or fashion ensemble ideas- plaid shirt under camel colored sweater, or decorating ideas for my apartment next year- fingers crossed. I enjoy that it helps me discover new blogs and new websites and knowing that my friends follow them makes it more appealing to me. I feel like they’ve done the filtering for me and are virtually recommending them to me.
Facebook, especially now that I can access it on my mobile, is a great tool for when I have a couple minutes to spare, since I despise waiting around. I look at it probably a bit too much though, although I’m sure it’s because as some would say I have “ADD”. I look at it when I wake up, before I go to bed, while I’m in line waiting for anything and when I want to procrastinate (take a break) from school work. Since I moved away from home for the first time last year to attend business school, it has also been a nice way to keep in touch with friends and family from home. I also have lots of family in Europe (cousins, aunts, uncles, grandmother) and following them on Facebook makes me feel closer to them and allows me to remember their birthdays and see pictures of their children growing up. I have 62 likes, which I’m sure people could infer information about me from, but I mostly pay attention to companies, like Nordstrom and magazines like Glamour and Self. I like the tips that they post, like the millions of different ways to wear a scarf and how to maintain a healthy immune system. I have over 250 pictures, mostly from other people tagging me, and check-ins spanning from Texas to Hawaii to Thailand. I love to travel and my Facebook page illustrates that.
The last time I tweeted was in December of ’09. I retweet, but for the most part I look at other tweets from companies, friends, celebrities, gossip magazines, and news outlets that I follow. I rarely look at Twitter and don’t think it gives much insight into my life, but when it first became popular, I was intrigued and every now and then I find an interesting update.
I use LinkedIn significantly more now that I’m back in school looking for a job. I started school with less than 50 connections and now have over 300. My profile is public, and anyone can see my education, and professional experiences. All my work experiences are in retail and many of my connections are from this industry. I use this site often to find connections and build my professional network. It has been a great resource to me and shows my passion and commitment to the retail industry. However, I am still pretty passive on this site, as my profile is not built out and I have no recommendations and have never posted an update.
One can infer many insights about me from my social media use; my likes, interests and whereabouts. I am a pretty passive user, which also correlates to my somewhat more reserved personality, but I am and my purchasing habits are strongly influenced by my friends and the companies I follow.
When looking at the persona we created for our Nordstrom project, I looked at a friend of a friend’s social media use, since she is an avid Nordstrom shopper and fits the demographic, but I am not close to her. All the information I found out about her are through my connections to her on Facebook, LinkedIn and Pinterest- which is somewhat creepy. However, this information is not public for the most part, so that would be a barrier for some companies to elicit insights.
LinkedIn gives good professional information about Jackie, where she went to school, where she works, but from a company’s perspective might not have the best insights on a person’s wants and needs.
Jackie just became a mother a month ago and her life has become consumed by this. She has already posted an album on Facebook dedicated to her daughter and has a board on Pinterest with ideas for her birthday parties and Halloween costumes. She likes to keep organized since she dedicated a whole board to organizational ideas. She like fashion, reads Vogue and loves to travel with her friends and husband.
Just by looking at her Facebook use, I learned where Jackie shops, where she travels, what cultural exposure she’s had, if she takes risks or if she stays in her comfort zone. I learned if she meets new people or interacts mostly with the same small group of friends. I learned about her family, her husband, her dog. I found out she likes Ellen, loves winter and drinks wine. I could elicit insights into her scope of exposure. Ultimately, I could find out what influences her and what she likes and enjoys.
Social media and the information we can elicit from it about people is still relatively new and it will be interesting to see how companies use this information to better tailor their products or messaging, since I think everyone is still trying to figure it out…
I have a Facebook, Twitter, Pinterest, LinkedIn and Google+ account. I read blogs. I now write blogs. However, for the most part I’m a pretty passive user. I love Pinterest, but I have yet to post anything original on one of my boards. I have repined and liked pins and enjoy following my friends and acquaintances’ boards. I feel like it gives me a quick snapshot of creative ideas for recipes- made spaghetti squash last night, or fashion ensemble ideas- plaid shirt under camel colored sweater, or decorating ideas for my apartment next year- fingers crossed. I enjoy that it helps me discover new blogs and new websites and knowing that my friends follow them makes it more appealing to me. I feel like they’ve done the filtering for me and are virtually recommending them to me.
Facebook, especially now that I can access it on my mobile, is a great tool for when I have a couple minutes to spare, since I despise waiting around. I look at it probably a bit too much though, although I’m sure it’s because as some would say I have “ADD”. I look at it when I wake up, before I go to bed, while I’m in line waiting for anything and when I want to procrastinate (take a break) from school work. Since I moved away from home for the first time last year to attend business school, it has also been a nice way to keep in touch with friends and family from home. I also have lots of family in Europe (cousins, aunts, uncles, grandmother) and following them on Facebook makes me feel closer to them and allows me to remember their birthdays and see pictures of their children growing up. I have 62 likes, which I’m sure people could infer information about me from, but I mostly pay attention to companies, like Nordstrom and magazines like Glamour and Self. I like the tips that they post, like the millions of different ways to wear a scarf and how to maintain a healthy immune system. I have over 250 pictures, mostly from other people tagging me, and check-ins spanning from Texas to Hawaii to Thailand. I love to travel and my Facebook page illustrates that.
The last time I tweeted was in December of ’09. I retweet, but for the most part I look at other tweets from companies, friends, celebrities, gossip magazines, and news outlets that I follow. I rarely look at Twitter and don’t think it gives much insight into my life, but when it first became popular, I was intrigued and every now and then I find an interesting update.
I use LinkedIn significantly more now that I’m back in school looking for a job. I started school with less than 50 connections and now have over 300. My profile is public, and anyone can see my education, and professional experiences. All my work experiences are in retail and many of my connections are from this industry. I use this site often to find connections and build my professional network. It has been a great resource to me and shows my passion and commitment to the retail industry. However, I am still pretty passive on this site, as my profile is not built out and I have no recommendations and have never posted an update.
One can infer many insights about me from my social media use; my likes, interests and whereabouts. I am a pretty passive user, which also correlates to my somewhat more reserved personality, but I am and my purchasing habits are strongly influenced by my friends and the companies I follow.
When looking at the persona we created for our Nordstrom project, I looked at a friend of a friend’s social media use, since she is an avid Nordstrom shopper and fits the demographic, but I am not close to her. All the information I found out about her are through my connections to her on Facebook, LinkedIn and Pinterest- which is somewhat creepy. However, this information is not public for the most part, so that would be a barrier for some companies to elicit insights.
LinkedIn gives good professional information about Jackie, where she went to school, where she works, but from a company’s perspective might not have the best insights on a person’s wants and needs.
Jackie just became a mother a month ago and her life has become consumed by this. She has already posted an album on Facebook dedicated to her daughter and has a board on Pinterest with ideas for her birthday parties and Halloween costumes. She likes to keep organized since she dedicated a whole board to organizational ideas. She like fashion, reads Vogue and loves to travel with her friends and husband.
Just by looking at her Facebook use, I learned where Jackie shops, where she travels, what cultural exposure she’s had, if she takes risks or if she stays in her comfort zone. I learned if she meets new people or interacts mostly with the same small group of friends. I learned about her family, her husband, her dog. I found out she likes Ellen, loves winter and drinks wine. I could elicit insights into her scope of exposure. Ultimately, I could find out what influences her and what she likes and enjoys.
Social media and the information we can elicit from it about people is still relatively new and it will be interesting to see how companies use this information to better tailor their products or messaging, since I think everyone is still trying to figure it out…
Monday, February 6, 2012
Matt
Matt lives in Larkspur, CA with his parents Chris and Dave, but plans on moving out as soon as he can, or at least that’s what he wants you to think. But living with Chris and Dave is pretty comfortable since they are the kinds of parents you wished you had. The ones that are still in love, have been since they were 16, the ones who will take you to a Metallica concert to see their friend Lars play, the ones who will meet you out at the bar, and get you up at 6am to go running the next day to teach you a lesson. They are teachers and caregivers and have instilled this in Matt and their daughter Devin.
Matt was also fortunate to grow up with another role model, Dave Potts. Unlike Matt’s father, Dave liked to push the limits and was an avid sportsmen and adventurer. He took Matt skydiving and white water river rafting. He taught him “how to be a man”, to fix stuff with his hands. They even built a house together. This past summer, Dave died in a tragic accident while vacationing in Hawaii.
What does he think and feel?
Since the accident, Matt has been helping to take care of Dave’s infant son, Indigo. He evaluated his own life; his partying 24 year old lifestyle, taking off his Lucky Brand shirt at any chance he got and felt that it was time he was more responsible. He started nursing school at College of Marin this past fall. He just broke up with his girlfriend and worries about that decision and thinks about finding a great girl. He worries about not doing well in school, about letting his parents and his friends down, about letting Indigo down. He’s trying to live up to adulthood and make the right choices. He’s learning how to balance being social and studious, being there for himself while being there for his friends and family.
What does he see?
Matt is comfortable in Larkspur, living in the house where he spent most of his life, even though he reminds me again about how he can’t wait to get his own place. He now spends most days at school, 15 minutes away from his house. While he’s there, he tunes out from everything and everyone and just focuses on school. He also works twice a week at a law firm, doing whatever work they hand to him or just chats with people on Gmail. Most of his free time is now taken up by studying, but he always ensures that he gets in the gym for two hours every day. He spends most weeknights at home with his parents, having dinner, or grabbing whatever they happen to stock in the fridge, frozen taquitos being a favorite go to snack. On the weekends, he still manages to find the time to go into the city, partying with his sister Devin, his cousin Doug, or one of his many friends from growing up.
What does he say and do?
Matt has a fun loving, up for anything attitude. He is confident and comfortable in any situation and doesn’t have to be the center of attention, although he doesn’t mind it either. He can carry a natural conversation with a stranger that he’s just met, that probably striked up a conversation with him, being drawn to his enthusiasm for life. He ensures that everyone around him is having a good time; even it means grabbing you and throwing you over his shoulder to get a laugh out of you, or just asking you if you’re ok.
Matt grew up playing sports. His dad coached his team growing up and never missed a game when he played in high school. Matt now plays on a softball team, but is up for a pick-up game of anything, anytime, anywhere.
Matt is 6’1” and is in great shape, which you would know if you met him, because he probably had his shirt off. He recently went to visit Austin, and felt that he was meant to be there, since he fit in with his Lucky wardrobe of snap shirts and big belt buckles although, his rainbow flip flops and short beach blonde hair also make it seem like he belongs on the Southern California beaches; surfboard in hand. Matt also likes to dress up, put pomade in his hear and wear suits and be dapper sometimes.
What does he hear?
Matt says he doesn’t care about what his friends and family think; that he has his own style and does what he wants. However, after I talk to him more about his habits, it’s pretty apparent that his purchasing decisions are strongly influenced, especially by the women in his life: his sister, his past girlfriends, even his mom. His mom will sometimes buy things for him and if she wants him to like it, she will give them to Devin to give to him. Matt reads GQ for style influences and likes to have nice clothes. He describes himself as price-sensitive, but says some of his clothes are “way too expensive, but whatever”.
He sticks to what he knows and is a loyal consumer; once he finds something he likes or someone introduces it to him, he sticks to it. He has been wearing Lucky for the past ten years, which was introduced to him by his aunt that worked for them. The employees at the store even know him by name. When it comes to basics, like deodorant, Devin picks them for him. She chose Old Spice Pure Sport, which he’s been wearing since he first needed deodorant. He doesn’t care about technology. He just got an IPhone within the past year just because he happened to be up for an upgrade and has in fact had the same laptop for the past six years. He still drives the white Jeep that his parents handed down to him when he turned 16.
What are his pain points?
Matt’s biggest fear right now is that he will not do well in school. He is trying to figure out his place in the world, what he wants out of life and how to become an adult. He believes he is past the point of making poor decisions, so he feels like an idiot when he slips up. He is hard on himself when he does make mistakes, like not studying enough, partying too hard, and basically reverting back to the old ways before Dave’s accident. He feels like he needs to figure “his stuff” out for Indigo’s sake.
What does he hope to gain?
Matt wants to finish school and establish a stable career. He wants to get out of Marin. He wants to be a great nurse and take care of others. He wants to travel the world. He wants to settle down and start a family and live in Marin.
Success to him is being accountable to his friends and family, being there and able to help, being able to support who he needs to support.
Matt just turned 24. He wants to keep growing, keep getting better at everything he does. His biggest obstacle is ensuring he makes the right choices. It might not be the most fun, but it gets him to where he needs to go. He is trying to find a balance between the dapper young man in a suit, and the guy that constantly wants to take his shirt off.
Sunday, February 5, 2012
welcome
Thanks for visiting my blog. This is the first blog I've ever written, so you'll have to bear with me. I'll be sharing my views and thoughts on customer insights for a class I'm currently taking.
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