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Trend Forecasters Don’t Embrace Online Technology

December 17, 2010 Leave a comment

Macala Wright, from Fashionably Marketing, reported that at the  AFINGO.com’s Behind The Seams for LA fashion and apparel industry, panelists didn’t give much significance to online technology.

This is a very interesting issue because as a consumer, we think all the brands now NEED online technology to help communicate and promote their brands. Instead, people behind the trends think it’s a cool tool, but no need to adopt it because the technology lacks “tangibility.”

However, Wright went to interview two fashion industry fashion forecasting experts for West Coast and East Coast insights on fashion and technology. And both of them thought that technology was “the new fashion” and forecasters would benefit from using online technology such as Stylesight, Stylelist, MyPantone and Polyvore to gather information for trends around the world. Especially in today’s fast-paced world where the consumer is evolving and expecting immediately gratification after previewing the runway collections, online technology greatly helps supply to the customers. Tracking fashion trends used to mean traveling abroad five times a year to review runway, retail and street fashion. However, one expert suggested that traditional way of collecting trend information by observing the real world, watching people in the street, and travel to the designer collections is still the driving force behind great fashion forecast.

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What Can Luxurious Brands Do When People Are Just Looking For Incentives?

December 17, 2010 Leave a comment

According to a survey from Cone, consumers are now open to engage with companies through social media. The number of people who interact with brands online.increases from 2009 78% to 86%. However, the main reason for people to engage with the brands is incentives. 77% of the new media users expect incentives such as free products, coupons, and discounts.

More and more luxurious brands are communicating with their customers through the new media, social media. But since giving incentives are not their marketing strategy…how will they gain revenue especially in the going-on recession period?

Here’s an answer:

Chris Dannen from BNet reported that the large high-end clothing brands like Juicy Couture, Chanel, American Eagle and Bloomingdales are launching their mobile app. They are encouraging customers to use the mobile app while they’re browsing in the stores. The customers are able to find more information on products, build wishlists, or get alerts for special deals.

Seems to me like the brands still have to come up with incentives for customers to change their buying behavior…

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Hashable: No More Business Cards?

December 14, 2010 Leave a comment

Have you heard about Hashable?

Hashable is another social networking platform that focuses on social relationships. It works through Twitter, email, and Hashable.com website . What you have to do is to create a profile with a personal information. The activity starts when you introduce people to each other. You can do it through Twitter by mentioning them in a tweet along with Hashable and including an #intro hashtag. It works similarly on email and through the website. Two people are introduced and they can see each other personal information on an “ice breaker” page. An interesting part is the Hashable leaderboard which shows your HashCred points and your ranking. The more people you introduce, the more points and the higher your ranking is.

The question is: Are Facebook, Twitter, and LinkedIn not enough?

Michael Yavonditte, the CEO, believes that Hashable is different from Facebook and Twitter because of the focus on relationships. It filters the contacts and provide users more relevant information. It also records the interactions you have with your contact and also show other people your network and who they might want to be introduced. Yavonditte claimed that Hashable might get rid of business cards in the future.

Hashable Iphone app has just launched 2 days ago. The app gets all your contacts from your phone, Twitter and Gmail. it allows you to introduce any two people in your address book(s), or record a connection that you make with a person  for example, #justmet, #beers, #meeting, #thanks.

Personally, it sounds very interesting to me. It’s more of a business platform, yet, it gives personal information about your interaction with the contacts. To compare with LinkedIn, it provides more relevant and current content. Your contacts are people that you currently interact with and not the old friends you haven’t met for years. However, is it too informal for the business world? Will people adapt to this online introduction to each other?

What do you think?

 

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