JWT’s trends for retail in 2013 suggests that retailers who find a way to integrate will have a “killer brand.” It has experts suggesting that one needs to be where the customer is, with both your messaging and your product. Consumers today are both online and offline, and sometimes both – online while shopping offline. Online they are sharing, friend validating, researching, learning and developing a point of view. Offline there is touching, brand comparing and brand associating. All of this drives the brand of the future. Finding the formula to leverage that online/offline dynamic is critical. Read the rest of this entry »
Archive for the ‘Brand extension’ Category
Danish toy maker Lego says sales soared 25 percent 2012 thanks largely to the new Lego Friends series of building blocks designed for girls. Sales growth driven by a novel rollout for girls, Lego Friends, that sold much better than expected, to the extent that the company was unable to keep up with demand.
More and more we are seeing references to the strategies of diffusion branding within the fashion industry. Diffusion branding may be a newish term in marketing lexicon, but its practice has been with us a long time. For decades the strategy of launching a new offering to appeal to a different segment of the market under the umbrella of an established brand was referenced as creating a ‘sub-brand’ or a form of ‘brand extension’. The degree to which the strategy draws endorsement directly from the original brand is always a delicate one.
Welcome to the new Online Retail Brand Reality
Fair to say for most retailers the journey towards refining an effective brand strategy that integrates their online and offline is taking alot longer than anyone ever thought it would. We’ve shifted from a reality where the web site was just an online catalogue with store locator – to the new reality where online added additional layers of complementary brand experience – to paradigm V3.0 where a retailers online presence is seen as both separate and integrated at the same time. The evolution of consumer behavior online, offline and ever-more increasingly in that blurred space between the two has not decelerated, and so the journey to mastering this element of the marketing retail mix has become excitingly endless.
Towards the end of last year, Sally my wife and I spent a luxurious 15 nights in NYC. It was a delightful stay and one of the things we did from a research perspective was to have a focus on how women’s shoes were being retailed in the big apple. I was keen to see if there were any silver bullets we could bring back to the Australian market.
We all need a little brand Help
A brand I’ve watched with much interest and admiration is Help Remedies from the US. From the very start Help has demonstrated a clear vision on how to stand-out from their competitors in everything they do. And with their latest brand gesture, the opening of a pop-up pharmacy in Washington, D.C. Help have once again put daylight between then and the rest of the market.
The pace of change in the world means that it is very easy to become yesterday’s brand. There is a relentless need to keep your brand relevant and interesting. Over recent years there has been more and more collaborations between brand owners and high profile designers. We have witnessed limited editions offerings across a variety of market categories, including fashion, sports wear, jewelry, furniture, shoes and more.
We’ve all at some point called for the beheading of print, get social, go online, prints dead. But like all mediums each has its role, and using them sympathetically even the deadest of mediums find a new, living, breathing life. Fantastic Man and The Gentlewoman are essentially fashion, lifestyle magazines. But they do feel and present remarkably different from what exists on the newsstand.
Aesop has commissioned artist Lucy McRae to create a short film for the relaunch of the Aesop.com website. The film explores “science and beauty in a speculative tale that embodies thematic aspects of Mary Shelley’s Frankenstein and Charles Perrault’s Sleeping Beauty.” Is a very interesting piece from an organisation so careful with how the brand is expressed. While visually interesting is it right for consumer point of Sale?