Blog Careers About Work Expertise Verticals
September 14, 2011

Gettin' My Missoni On

Well, I don't have any of my purchases on yet, but Tuesday morning at 5:30am, I 'got my Missoni on' at Target.com. I logged on in my bathroom, hair still wet, teeth not yet brushed. I nervously and excitedly clicked away and chose a dress, swimsuit, and four scarves. The last time I felt such Internet excitement was when, again from my bathroom at 6:00am, I finally got Lady Gaga's 'Born This Way'? video premiere to load. Minutes later, after updating my Facebook status to share the news of my purchases, I was even swapping texts with a fellow fashion-obsessed friend. I was telling her what I scored online, and she was sending me pictures of the pre-opening scene outside a local Target store.

I was one of the lucky hundreds of thousands of self-proclaimed fashionistas to snag some of the Italian designer's mass-market goodies before the site crashed later that morning. 'We are suddenly extremely popular,'? was the unfortunate message shoppers were met with as they were made aware of the site's unexpectedly high traffic.

Although the collection was sold at mass retail, Missoni was able to maintain its high-class, designer status by keeping the event fairly secret, and very separate from the main designer brand. It was teased in a blog called 'All The Way Up Here'? where the author described herself as an elementary-school-aged porcelain doll. There were no actual mentions of the brands' collaboration by Target or Missoni in the blog, only a doodle in the margin reading, 'I love these guys! Target and Missoni. I can't believe I'm working for them and they're sending me to New York Fashion Week! So Cool!'? Weeks later she blogged, 'The Target and Missoni partnership wants me, yes, your doll, to take my blog to NYC and continue blogging everything Missoni, Target, and fashion from the style frontlines.'? The collaboration seemed official and on August 10th, the blog posted sneak peeks of merchandise, confirming the rumors.

I should share that I was a little skeptical of this overdone, designer-at-mass-retailer concept. Shallow as it may sound, I believe that designer fashion is a status symbol. Why would I spend even a little more on something that isn't easily recognized as 'designer'? without checking the tag? Collections from Paul & Joe, Isaac Mizrahi and others at Target have been barely recognizable as pieces by the designers. Missoni patterns, however, are recognizable and timeless. A print from 1960 is still relevant and fashionable today. This identifiable look and timeless value is what appealed to me. In an economy where labels have become less important to the once label-conscious, Target made me care again. The excitement continues as I eagerly await the arrival of my fabulous purchases!

April 15, 2011

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time.

If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate.

The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible.

Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads.

We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time.

As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

April 15, 2011

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time.

If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate.

The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible.

Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads.

We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time.

As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

March 18, 2011

The Best $96.98 We've Ever Spent

For the past week it feels like every day I've encountered new ways to contribute to the relief efforts for the Japanese earthquake and tsunami. Today, I made my tiny difference. I put forth $44.60 as I shopped at my favorite (that's an understatement) fast fashion retailer ' Forever21. The Forever21 brand is donating 100% of every dollar spent on Forever21.com today to the earthquake and tsunami relief efforts. We're used to hearing that a percentage of proceeds will go to a cause, but when was the last time you heard that a brand would give up everything it earned?

Forever21 has broken the mold when it comes to bringing fashion trends from the runway to the real way, and now the brand is breaking the mold again with a powerful model of giving. Millennials ' Forever21's most frequent and valued consumers ' are looking for strong, solid relationships to be built between themselves and the brands they buy. Millennials will support brands that tackle a cause and make a difference based on ideals similar to their own. They praise brands who position themselves authentically. "What you see is what you get" is a must in this generation's mind. Brands that profess to understand who Millennials are and what they want, fail. Brands that do understand these things, succeed. Millennials love brands that just 'get them.'?

Today Forever21 'got'? me and four of my Millennial coworkers as we bought fashion that will support Japan. We pooled our purchases to reach the free shipping mark ' $50 of merchandise ' and spent $96.98. We donated almost $100. Frankly, that's awesome.

Today, Forever21 really is forever. It doesn't get more authentic than that.

November 2, 2010

I Dream of Twitter?

I've been using a dream defining website as a resource for uncovering what my dreams at night represent for about ten years. Way back when, I searched and searched for one and found Dreammoods.com. Today I was using the site's 'Dream Dictionary'? to figure out what my dream represented (wouldn't you like to know what I was dreaming about!). As I scrolled through the entries for the letter 'T', I noticed the entry for Twitter. What? People Tweet in their dreams? And someone, somewhere, decided there was an interpretation for it? Naturally, I went to 'F' to see if Facebook was listed. It was. I thought about it, and believe that there are no doubt plenty of people who dream about being on both sites.

It reminded me how it's incredible how, in such a forceful way and in such a swift manner, social media has taken over not just the marketing world, but our personal lives. This is not a novel idea in any regard, but realizing how deep they are permeating our being, and now our dreams, was a little strange to me. In my mind, I'm lucky I haven't had a dream about either social networking site because it means I don't need to 'expand my social horizons'? or 'learn to think for myself.'? But, thank you Dream Moods, for addressing the dream-defining needs of all the social-networking teens, college students, and moms out there who apparently do.

Have you dreamt about Tweeting or using Facebook? If so, here's what's wrong with you:

Twitter

  • To tweet in your dream, represents your desires to stay connected with others. Perhaps you are expressing concerns about losing touch with someone around you. If you are following someone on Twitter in your dream, then it may mean that you need to learn to think for yourself. You need to be a leader instead of a follower.  Alternatively, if you dream that others are following you on Twitter, then it highlights your leadership skills.

Facebook

  • To dream about your Facebook page, represents your desires to expand your social circle. You need to reach out to others in a more direct and personal way. It is time to get out there and experience life.
April 19, 2010

A Long-Term Relationship: From Runway to Crosswalk

I've been wearing stripes for about a year and a half now ' fully confident they are still on trend thanks to support from not only supermodels, but supermodelquins (à la Old Navy). The nautical-inspired trend went from runway to crosswalk with extreme speed and has lived far longer than the average fashion plate would have expected. In this long-term trend shopping basket you can also place oversized sunglasses, leggings, plaid (although color changes by season), gladiator sandals, neutrals, and even shorts with tights. Go no further than the bins of last year's spring clothes in your attic to freshen up your closet this season.

Here's my simple theory: the recession has turned fashion on its tousled head. Even the most fashion-driven consumers simply don't have the cash to be investing in a new wardrobe each season. They demand looks that are versatile and can transition from season to season with the addition of an accessory or two. So far, it seems what consumers today are demanding, is what fashion brands across the spectrum are providing.

So if you call yourself a fashionista, the next time you see a top, shoe, accessory, or bag on a woman and say to yourself, 'That's so two years ago,'? look down. You're probably wearing something she could say the same about!

October 7, 2009

Excessibility

Some people think I'm crazy, but I like to make up words. I think I've said that before, but I'll fearlessly say it again as I introduce my latest epiphany ' 'excessibility.'? I define it as 'excess available to the masses;' accessible excess. It's a concept many high-end designer-low-end-retailer pairs have sold consumers on. Put a low-end cashmere scarf donning Isaac Mizrahi's name in Targét, where before cashmere had never seen the light of day, and you have some new excess or luxuriousness consumers are privy to. It's cheap, low-quality luxuriousness, yes, but I want the real Mizrahi for $30. I want some of the high-fashion experience.

H&M to the rescue!! The fast-fashion retailer and Parisian high-fashion designer Sonia Rykiel are launching a new line available in December at both H&M stores and Sonia Rykiel boutiques. Finally, consumers can get a real, high-fashion piece ' or at least one worthy of being sold at Rykiel's stores. The lingerie and knitwear collections are said to be inspired by what walked the runway in Rykiel's 40th Anniversary show last October (above).

So on December 5th, tell your man about this accessible, yet excessive lingerie. The recession-friendly line arrives just in time to for him to do some last minute holiday shopping.

June 9, 2009

Big Money for Shortcake?

I've been a fan of nostalgia marketing for as long as I can remember. Whenever I hear the trend might rise to the top, I spread the word to help make it happen. The other day, I read an article in my daily AdAge email called 'Licensors Play to Consumer Nostalgia for Days Gone By.'? It's a long title, but in short, it talked about how licensing properties from years gone by have always been on the table, but no one has really picked them up. The author believes that this year properties like Strawberry Shortcake and a few of her 80's pals stand a chance against today's tween-powerhouse properties like Hannah Montana and the Disney Princesses. I optimistically agree with him for two reasons - both are linked to the recession. First, it's a lot less expensive to license properties that already exist than to create new ones. Two, people need an escape from the scary reality that is today. Remembering cartoons from years that brought economic booms provides a little respite from the declining economy of today.

Will Nerf footballs and lunchboxes with coordinating thermoses be revived? Will this go at nostalgia marketing live beyond the end of these tough economic times? If you don't think so, hurry up and get your tickets to the new Gidget movie threatening its debut in 2010. I'll go with you if you're too embarrassed to ask someone else.

http://adage.com/article?article_id=137063

Topics

Recent

Popular