avon just made the front page of wwwd by buying a jewelry brand sterling silver jewler silpada along with two skincare lines, liz earle (british natural skincare) and tiny tillia (children's bath products).
sounds smart. avon can become a purveyor of hotly-desired objects and perhaps overcome some of its psychological obstacles for consumers in north america. they can benefit from the learnings of small brands that are still close to the passion and striving of the original owners. small brands are often based a love for the product as well as for the consumer.
how lucky for avon to catch that magic.
Tuesday, July 13, 2010
Monday, July 12, 2010
high fashion online? how common.
marc jacobs has broken down. according to the ny times, high-fashion businesses are stepping gently into the internet pool.
i have to admit, even when down to my last dollar, i am a luxury consumer.
if i can't afford it - and i can't find a cool target/h&m/uniqlo/topshop collaboration that requires a lot of hunting to obtain - then i'd rather go without.
sometimes, especially at the last minute or while in remote locations, i absolutely have to have a deck of tarot cards thus they must be made by prada or hermes and i am forced to buy them on ebay.
oh, and i live too near canal street to have more than disdain for fakes.
what's an addict to do?
when i was in miami this spring, i fell madly in love with a cavalli dress from the current collection, but was wise and didn't fall prey to an impulse purchase. however, when i come back to nyc, it seems i can't live without it and i cannot find it anywhere but the saks website. and it's sold out in my size. ebay?
oh, if only cavalli sold his collection online.
but gasp, yes, roberto cavalli has a link on his site to yoox - and i am rescued!
let's face it, luxury brands, i am shopping online.
it's true, nothing beats the scent of the store, the music, the feel of the fabric in your hand, checking the fit and shape in the flattering light of the dressing room, the gleam of the chrome, the heart-pumping moment when the saleswoman hands you the shiny shopping bag.
but in a pinch, i'll shop online - and, if i am, so is everyone else.
i might be pressed for time, have second thoughts, or be too far away from the boutique.
high-end retailers take note, i HAVE seen some really sexy home pages, especially on my glossy screen powerbook. if you don't believe the online experience can make you rabid with desire, check out glossy internet magazines like nowness and drool over the glistening images of untouchable objects.
i suppose, at some time, shopkeepers might have refused to make catalogues, the idea being that a mere photograph couldn't possibly capture the soul of a beautiful object. but that was before irving penn made toothbrushes divine, before hiro made make-up delicious and raymond meier made prada shoes lickable.
the experience might not be same but the end result is - the click of my credit card and the shiny package in my hands.
i suppose i'm just common.
i have to admit, even when down to my last dollar, i am a luxury consumer.
if i can't afford it - and i can't find a cool target/h&m/uniqlo/topshop collaboration that requires a lot of hunting to obtain - then i'd rather go without.
sometimes, especially at the last minute or while in remote locations, i absolutely have to have a deck of tarot cards thus they must be made by prada or hermes and i am forced to buy them on ebay.
oh, and i live too near canal street to have more than disdain for fakes.
what's an addict to do?
when i was in miami this spring, i fell madly in love with a cavalli dress from the current collection, but was wise and didn't fall prey to an impulse purchase. however, when i come back to nyc, it seems i can't live without it and i cannot find it anywhere but the saks website. and it's sold out in my size. ebay?
oh, if only cavalli sold his collection online.
but gasp, yes, roberto cavalli has a link on his site to yoox - and i am rescued!
let's face it, luxury brands, i am shopping online.
it's true, nothing beats the scent of the store, the music, the feel of the fabric in your hand, checking the fit and shape in the flattering light of the dressing room, the gleam of the chrome, the heart-pumping moment when the saleswoman hands you the shiny shopping bag.
but in a pinch, i'll shop online - and, if i am, so is everyone else.
i might be pressed for time, have second thoughts, or be too far away from the boutique.
high-end retailers take note, i HAVE seen some really sexy home pages, especially on my glossy screen powerbook. if you don't believe the online experience can make you rabid with desire, check out glossy internet magazines like nowness and drool over the glistening images of untouchable objects.
i suppose, at some time, shopkeepers might have refused to make catalogues, the idea being that a mere photograph couldn't possibly capture the soul of a beautiful object. but that was before irving penn made toothbrushes divine, before hiro made make-up delicious and raymond meier made prada shoes lickable.
the experience might not be same but the end result is - the click of my credit card and the shiny package in my hands.
i suppose i'm just common.
Wednesday, December 23, 2009
let's be friends
ok, everyone's on facebook these days.
from school kids to grandmother's sharing pictures of the grandkids to MI5 agents (they've been taken off) to corporations, production companies and brands.
amongst the successes, brands that appeal to young people, that are also young, playful and spontaneous
like avon's mark
http://www.brandchannel.com/home/post/2009/12/14/Avon-Is-On-The-Mark-With-Social-Networking.aspx
so here's the question - can you be friends with a luxury brand?
i asked a couple of people what they expect from their facebook "friends"
they all said the same thing, they want to see what their friends are doing, want to see if their friends are interested in the same things, they want a window into their friends' lives.
for a luxury brand, they want some "secrets" - inside information on what really happened at the shoot, the items that people are REALLY buying, the most exciting trend predictions, maybe secret sales or info on how to get on the waiting list for the latest "it" bag - they want to feel like they are part of the brand story.
they want all that stuff that's "just between friends" - they want to feel part of something special.
what they don't want is recycled press releases and advertisements.
from school kids to grandmother's sharing pictures of the grandkids to MI5 agents (they've been taken off) to corporations, production companies and brands.
amongst the successes, brands that appeal to young people, that are also young, playful and spontaneous
like avon's mark
http://www.brandchannel.com/home/post/2009/12/14/Avon-Is-On-The-Mark-With-Social-Networking.aspx
so here's the question - can you be friends with a luxury brand?
i asked a couple of people what they expect from their facebook "friends"
they all said the same thing, they want to see what their friends are doing, want to see if their friends are interested in the same things, they want a window into their friends' lives.
for a luxury brand, they want some "secrets" - inside information on what really happened at the shoot, the items that people are REALLY buying, the most exciting trend predictions, maybe secret sales or info on how to get on the waiting list for the latest "it" bag - they want to feel like they are part of the brand story.
they want all that stuff that's "just between friends" - they want to feel part of something special.
what they don't want is recycled press releases and advertisements.
Thursday, November 5, 2009
The Revolution will not televised
gil-scott heron had it right.
every 5 minutes (it feels like), someone asks me to work on a project, be part of a team or tells me about a "revolutionary" new way to approach advertising and marketing.
there's the incredible new car app - that resulted in an interactive billboard in times square that you could draw on from your iphone if you downloaded their app.
cute. and really fun. but it's a party trick. does it bring you closer to buying that car? does it speak to the car's benefits and your desires?
it seems like most of the earth-shattering new product development ideas are like that. gimmicks, party tricks or attention-grabbers, but unrelated to the the key - the reason you wanted anti-cold medicine or vitamin-enhanced energy bars to begin with. or they are personalizations - just a step ahead of the old nike id - you can choose the color, the laces and the logo - but it's still the same shoe. you can't turn it into a hiking sandal, a boot or gloves. and, of course, the big brother corporation will still limit how far your "individuality" can go. thus they are not customization, just variations.
the point is - breaking the mold isn't just changing the shape of the mold - it doesn't mean putting your print ads online and/or making them interactive. it's not enough to just keep bombarding consumers with the same stuff with slight variations, in slightly different formats.
as consumers, we're fed up. we're no longer willing to drop our dollars on novelty items that are not much better than what we had before.
so what is new?
1. start with product development - try and think like a start-up - what is missing in people's lives? where's the hole? what do people really want? what do you really want?
if you're stuck, think BIG. think macro.
what do we all need? food, shelter, water, air. and then work your way backwards until you arrive at the beautiful, insulated teapot that pours perfectly, keeps your tea warm for hours and has a leaf strainer so efficient that you will never go back to tea bags. price it fairly. package it enticingly.
but re-bottling an old product you have and then trying to make your target market love it is sneaky, unless you really can fulfill a need. try and solve a problem beautifully and elegantly.
ask yourself WHY DO WE EXIST? why is this product necessary?
if you're interested in longevity, design AND substance matter.
2. think about new ways to talk to people. think about how you respond yourself. think of ways in which to bring the consumer into the story, to speak to them respectfully, to really listen to their desires. it's no longer tv commercials or tv commercials on youtube.
it's communication that adds richness and density to their lives.
it's more than just a packaged, sponsored sale pitch, it's something that allows you to feel the fingerprints of the maker still smudged into the surface.
it's something that makes you feel connected to something bigger and more important.
or something that makes you see the incredible beauty in minute detail perfected. come on, zen buddhists know all about this.
it's not about your methods of communication, it's about your ability to reach into people's souls. and really speak to them. honestly. with love, intelligence and caring.
it's not shiny and plastic.
it's deep and complicated and very pleasurable. but also trustworthy.
that is the revolution.
every 5 minutes (it feels like), someone asks me to work on a project, be part of a team or tells me about a "revolutionary" new way to approach advertising and marketing.
there's the incredible new car app - that resulted in an interactive billboard in times square that you could draw on from your iphone if you downloaded their app.
cute. and really fun. but it's a party trick. does it bring you closer to buying that car? does it speak to the car's benefits and your desires?
it seems like most of the earth-shattering new product development ideas are like that. gimmicks, party tricks or attention-grabbers, but unrelated to the the key - the reason you wanted anti-cold medicine or vitamin-enhanced energy bars to begin with. or they are personalizations - just a step ahead of the old nike id - you can choose the color, the laces and the logo - but it's still the same shoe. you can't turn it into a hiking sandal, a boot or gloves. and, of course, the big brother corporation will still limit how far your "individuality" can go. thus they are not customization, just variations.
the point is - breaking the mold isn't just changing the shape of the mold - it doesn't mean putting your print ads online and/or making them interactive. it's not enough to just keep bombarding consumers with the same stuff with slight variations, in slightly different formats.
as consumers, we're fed up. we're no longer willing to drop our dollars on novelty items that are not much better than what we had before.
so what is new?
1. start with product development - try and think like a start-up - what is missing in people's lives? where's the hole? what do people really want? what do you really want?
if you're stuck, think BIG. think macro.
what do we all need? food, shelter, water, air. and then work your way backwards until you arrive at the beautiful, insulated teapot that pours perfectly, keeps your tea warm for hours and has a leaf strainer so efficient that you will never go back to tea bags. price it fairly. package it enticingly.
but re-bottling an old product you have and then trying to make your target market love it is sneaky, unless you really can fulfill a need. try and solve a problem beautifully and elegantly.
ask yourself WHY DO WE EXIST? why is this product necessary?
if you're interested in longevity, design AND substance matter.
2. think about new ways to talk to people. think about how you respond yourself. think of ways in which to bring the consumer into the story, to speak to them respectfully, to really listen to their desires. it's no longer tv commercials or tv commercials on youtube.
it's communication that adds richness and density to their lives.
it's more than just a packaged, sponsored sale pitch, it's something that allows you to feel the fingerprints of the maker still smudged into the surface.
it's something that makes you feel connected to something bigger and more important.
or something that makes you see the incredible beauty in minute detail perfected. come on, zen buddhists know all about this.
it's not about your methods of communication, it's about your ability to reach into people's souls. and really speak to them. honestly. with love, intelligence and caring.
it's not shiny and plastic.
it's deep and complicated and very pleasurable. but also trustworthy.
that is the revolution.
Thursday, October 29, 2009
american muslim consumer conference
this saturday, oct 31 - admittedly, halloween - is the first american-muslim consumer conference.
even the fact that it exists in itself, is a thrilling event.
given the current vagaries of the economy, when you discover an entire affluent group of consumers who are literally LONGING to be targeted - why would you ignore them?
here's the thing - muslim-americans spend money - our value as consumers is estimated as $179 billion to $200 billion - and we are educated, tolerant, open to marketing and desperate to see ourselves well-portrayed in the media.
even the discreet, small-scale advertising targeted toward muslim-american consumers has been incredibly effective - we come out in force when we see ourselves recognized. resulting sales have been proven to increase 2-400%. on a larger scale, imagine the possibilities...
and here's the thing - targeting muslim-americans needn't be just selling halal food - the quran exhorts humans to look after the earth, perfectly synchronicitous with the green movement in marketing.
the quran also asks that we treat workers fairly, that we give charity, that we help people with our consumption - a perfect segue into fair trade products, products that help struggling people succeed, products that give back in so many ways.
muslim-friendly financial products could involve a share in profits and losses, a responsibility for social and environmental effects.
muslim-friendly clothing is not only modest, it's organic, it's fair-trade, it's attractive and it doesn't overtax our resources.
muslim-friendly books aren't just based on islam - they are books that espouse values that help us to be better, healthier, kinder and more well-adjusted people...
all right, corporations, we're practically putting this in your laps. on your marks, get set, sell!
even the fact that it exists in itself, is a thrilling event.
given the current vagaries of the economy, when you discover an entire affluent group of consumers who are literally LONGING to be targeted - why would you ignore them?
here's the thing - muslim-americans spend money - our value as consumers is estimated as $179 billion to $200 billion - and we are educated, tolerant, open to marketing and desperate to see ourselves well-portrayed in the media.
even the discreet, small-scale advertising targeted toward muslim-american consumers has been incredibly effective - we come out in force when we see ourselves recognized. resulting sales have been proven to increase 2-400%. on a larger scale, imagine the possibilities...
and here's the thing - targeting muslim-americans needn't be just selling halal food - the quran exhorts humans to look after the earth, perfectly synchronicitous with the green movement in marketing.
the quran also asks that we treat workers fairly, that we give charity, that we help people with our consumption - a perfect segue into fair trade products, products that help struggling people succeed, products that give back in so many ways.
muslim-friendly financial products could involve a share in profits and losses, a responsibility for social and environmental effects.
muslim-friendly clothing is not only modest, it's organic, it's fair-trade, it's attractive and it doesn't overtax our resources.
muslim-friendly books aren't just based on islam - they are books that espouse values that help us to be better, healthier, kinder and more well-adjusted people...
all right, corporations, we're practically putting this in your laps. on your marks, get set, sell!
Wednesday, October 28, 2009
let's get retarded in here
feeling uneasy & anxious today. something's got to change.
admittedly, i have the patience of a fruit fly.
but post-pilates yesterday, we were all sitting around discussing the economy, the way the super-rich are manipulating the poor - through technology, drug testing, money, precious metals, etc - and all the current scams.
and i was drained.
i just wanted to go shopping. i want to see bright colors and shiny objects. i want sparkling party dresses and high-heeled shoes. i want a week in disneyworld where absolutely everything is clean and happy and insignificant.
suddenly, after a year, i was desperate to go into a department store, a huge, glistening emporium of gifts and pleasure. i want to be distracted and entertained on a scale so large and insincere it brightens up all the dark, depressing corners of my mind. even it's only temporary.
this is why, if you're a retailer, it's so important to say, "oh look, we've got all this fun stuff! come see!" it's important to be the retail equivalent of a movie like "knocked-up" or "pineapple express" - so incredibly amusing and silly and smiling that you brighten everyone's mood - without leaving them with the sour feeling of having been scammed or driven into debt in the aftermath. (because then they won't come back).
that's the rising appeal of places like topshop or designer collaborations with target, wal-mart & kohl's - it's a carnival, it's ethereal, immediate and fabulous - but you always feel you've had value for your limited funds.
that's what i want right now.
a cheap thrill.
admittedly, i have the patience of a fruit fly.
but post-pilates yesterday, we were all sitting around discussing the economy, the way the super-rich are manipulating the poor - through technology, drug testing, money, precious metals, etc - and all the current scams.
and i was drained.
i just wanted to go shopping. i want to see bright colors and shiny objects. i want sparkling party dresses and high-heeled shoes. i want a week in disneyworld where absolutely everything is clean and happy and insignificant.
suddenly, after a year, i was desperate to go into a department store, a huge, glistening emporium of gifts and pleasure. i want to be distracted and entertained on a scale so large and insincere it brightens up all the dark, depressing corners of my mind. even it's only temporary.
this is why, if you're a retailer, it's so important to say, "oh look, we've got all this fun stuff! come see!" it's important to be the retail equivalent of a movie like "knocked-up" or "pineapple express" - so incredibly amusing and silly and smiling that you brighten everyone's mood - without leaving them with the sour feeling of having been scammed or driven into debt in the aftermath. (because then they won't come back).
that's the rising appeal of places like topshop or designer collaborations with target, wal-mart & kohl's - it's a carnival, it's ethereal, immediate and fabulous - but you always feel you've had value for your limited funds.
that's what i want right now.
a cheap thrill.
Monday, October 5, 2009
let me in!
been thinking about high-end luxury brands especially after reading that jimmy choo is going to come out with a total lifestyle brand.
and wondering (like pam danziger's astute readings) whether it is really necessary.
we are all - even shopping addicts like myself - shopping differently. we think twice, even on impulse purchases. every penny saved is really a penny saved. i find myself only parting with cash when i feel something is absolutely necessary, even when i can afford it.
or one-time only rare and remarkable. i am drawn to temporary pop-up shops, to ethereal and immediate collaborations between low and high - vera wang for kohl's, norma kamali for wal-mart, alexander wang for gap, mcqueen for target and christopher kane for topshop... years ago, i stood in line in the pouring rain for HOURS to get the anya hindmarch bags for wholefoods - i would still do that today.
there is the thrill of the chase, the idea that something is only available for a minute, the sense that i am clever for recognizing a historical event and becoming a part of it.
but there is the other thing - something that was previously out of my reach - either economically or psychology, just offered me a step up.
suddenly, as a brand, it is no longer cold, it is both re-invigorated, fresh and friendly.
as a consumer, i felt i had a personal invitation to come inside.
when an otherwise unapproachable luxury house like gucci, prada, louis vuitton or chanel creates an affordable and totally surprising collaboration, we'll feel like the door is open.
now they are speaking to ME.
and next time i have a bit more money to invest - i'll walk through the heavy glass doors into the icy showroom and feel the heat of desire because the brand has turned its perfect gaze to us...
and wondering (like pam danziger's astute readings) whether it is really necessary.
we are all - even shopping addicts like myself - shopping differently. we think twice, even on impulse purchases. every penny saved is really a penny saved. i find myself only parting with cash when i feel something is absolutely necessary, even when i can afford it.
or one-time only rare and remarkable. i am drawn to temporary pop-up shops, to ethereal and immediate collaborations between low and high - vera wang for kohl's, norma kamali for wal-mart, alexander wang for gap, mcqueen for target and christopher kane for topshop... years ago, i stood in line in the pouring rain for HOURS to get the anya hindmarch bags for wholefoods - i would still do that today.
there is the thrill of the chase, the idea that something is only available for a minute, the sense that i am clever for recognizing a historical event and becoming a part of it.
but there is the other thing - something that was previously out of my reach - either economically or psychology, just offered me a step up.
suddenly, as a brand, it is no longer cold, it is both re-invigorated, fresh and friendly.
as a consumer, i felt i had a personal invitation to come inside.
when an otherwise unapproachable luxury house like gucci, prada, louis vuitton or chanel creates an affordable and totally surprising collaboration, we'll feel like the door is open.
now they are speaking to ME.
and next time i have a bit more money to invest - i'll walk through the heavy glass doors into the icy showroom and feel the heat of desire because the brand has turned its perfect gaze to us...
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