Entries Tagged as 'Fashion'

Christopher Waltz’s Prada campaign

25.06.13

 Christopher Waltz’s Prada campaign A/W’2013

The Secrets of Santa Maria Novella

08.06.13

SANTAMARIANOVELLA

Founded in Florence, Italy, by Dominican Friars shortly after 1221,  the Officina Profumo-Farmaceutica di Santa Maria Novella, situated behind the famous church of the same name, is one of the world’s oldest pharmacies. With the apothecary originally serving the church’s monks ,little by little the products made their way into the public domain, and in 1700 the pharmacy became an open retail location, with its balms and ointments in international demand even as early as the 18th century.

Now with over 25 stores worldwide from London to Taipei, how has this centuries old brand remained relevant? And what lessons can retailers learn from their Florentine flagship store?

Through word of mouth 4 or 5 years ago, Santa Maria Novella came onto my brand radar via a conversation I had about soap with a very glamorous woman in the south of France. Ever since,  I have noticed it, so whilst finding myself in Florence the other weekend I had to make a trip to the flagship.  The entrance to SMN is as low-key and humble as the products themselves. Located on a side street behind the church square, the anticipation and sense of true local discovery is already building positive emotions in the consumer mind. A great wooden door leads you into a marble entrance hall to a buzzing, renaissance atrium of activity.

What’s interesting about the retail set up of this quasi-luxury brand is its balance of church like reverence and serenity, museum like importance, and the trust traditional apothecary retail brings. Split into four decandtley decorated rooms, the main foyer houses the vast majority of products behind curiosity like antique cabinets. The sheer volume and diversity of merchandise was initially daunting – there is no clear journey to take, but this is not a grab and go style shop. The focus is on immersing the consumer soothingly into all manner of lotions and potions.  

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The decision to place interactive digital screens in every corner has definitely worked to their advantage, helping consumers find the item they may need, and indeed it was the touch point I noticed many asian consumers used ,rather than talking to staff.   Restaurant like menus in over 10 languages are stacked in neat wooden racks that list the products and prices, again emphasising the freedom of consumers to wonder through to say, the candle and fragrance room, or the tea shop and museum, literally with all the information they need to hand.

 When one wants to buy an item, you are handed a plastic card to take with you to the till room – this separation between product discovery and conversion is the most interesting part of the shopping experience. Indeed the ‘payment room’ as it were, has a calming sense of affirmation and medicinal security, even religious faith, to instil in you the divine belief that the 20 euros you are about to spend on a tiny soap is definitely worth it. 

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For the Love of Kate Spade

21.05.13

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 I remember the first time I walked into a Kate Spade store in Pacific Place Mall in Hong Kong 6 years ago. It was packed and I gleefully stepped out with my very own tote bag.  Kate Spade was preppy but glamorous, playful but chic and it’s a brand message thats booming.  Sales growth has risen dramatically in the last five years from $91 million to $462 million, using a model that include wholesale, outlet stores and their company owned and partner owned stores worldwide of which there are over 200.

Set up 20 years ago by Kate Spade her husband Andy and partners Pamela Bell and Elyce Arona the brand sold to Neiman Marcus in 1999.  In 2006 Liz Claiborne Inc. (now called Fifth & Pacific Inc.) bought the company. In 2007, the founders cashed out, and a new management was installed. Craig Leavitt, CEO, and Deborah Lloyd as president and creative director took the helm in 2008. Read more @FORBES

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Currently 20% of sales come from e-commerce, and the digital integration is pretty seamless ( next day delivery after 9pm anyone?!) In another effort to reach the millennium customer a third division is being created – Kate Spade Saturday. Like Lanvin Blue, the label is available from its Tokyo store only and will be available exclusively online in the US. Their desire to put digital first transfers across all areas of the brand- using an Animated Gif is just one example..WATCH HERE

#WHENIGETPAID #IMBUYING #KATESPADE

Prancing around at the Polo in the Pink Franny Coat and battling the Somerset House Cobbles in the Selina stripe dress (with Fairytales & Hidden Notes Jewellery!) how cute are these Totes from their Starwood Partnership $198 ( also available in London Stores- Covent Garden & Sloane Square)

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The company bases its global strategy on five pillars:

1. Brand consistency – brand comes first ensuring long term growth

2. Growth in existing markets – growth will come by increasing market share through additional door rollouts, comp sales, and launching new categories like watches

3. Product – prioritizing initiatives including Asian fashion fit and creating special products to celebrate holidays like Chinese New Yearundefined

4. Business development – pursuing new regions like India, Russia and Mexico where Kate Spade New York does not yet have a presence as well as select new Asian and Latin American territories.

5. Business model by region – a variety of business models are used including wholly-owned subsidiaries, distribution agreements, joint ventures, and wholesaling.  Model is chosen to maximize profits and brand growth

 

SHOP MY FAVOURITE KATE SPADE ITEMS!

Daft Punk and the Power of Mystery

14.05.13

After weeks of endless teasing, Daft Punk have finally released the entirety of their new album Random Access Memories on iTunes. The French duo who have not allowed their faces to be photographed since 1996, continue to cause mass hysteria even when they pre-launch their album on top of The Shard and aren’t even there.

Their secrecy causes curiosity that attracts new listeners whilst keeping their fans loyal and intrigued.

The allure of mystery is arguably a key component of any successful marketing campaign today. Take Topshop’s hugely successful #whosthatgirl Christmas campaign which eventually revealed Kate Bosworth singing Winter Wonderland – interactive, addictive and highly social. Terry Richardson’s new campaign for Valentino, where un-identifed tattoed hands clasp new accessories, allows the viewer to vicariously indulge in a fashion fantasy.  

When every aspect of human life is over-accessible, brands should play on their ability to manipulate accessibility into a game of mystery.

 

Mystery creates wonder and wonder is the basis of man’s desire to understand.  

Neil Armstrong once said, and to understand means to explore- to an online start up or brand that means traffic, page views and hopefully conversions. Or If you just want to know How to Be a Mysterious Girl you can CLICK HERE                                                         

A Mysterious Weekend: At the Feria de Jerez with Greta Bellamacina and Juan Pepa

Shop Jewellery with a touch of Mystery 

Regiment of Dreamers Blue NecklaceGold Ship In A Bottle NecklaceSilver Love Lasso Ring

Regiment of Dreamers Necklace*** Ship in a Bottle Necklace ***Classic Love Loop Ring *

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