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Facebook and Google to Own 71% of UK Ad Market by 2020

By 2020, 71% or £4.1bn of the UK’s overall online display advertising market will go to Facebook and Google, according to a new report published today by OC&C Strategy Consultants.

According to OC&C’s Marketing 20:20 report, Facebook and Google currently account for just over half (53%) of the £4bn online display advertising market in the UK, but will experience combined annual growth of on average 24% year-on-year over the next four years.

Already attracting two-thirds of the US’ lucrative £18.4bn online display ad market, OC&C Strategy Consultants’ report suggests it will take Facebook and Google just four years to achieve a similar share of the UK market.

Display ads – which include online banner and rich media ads such as video, images and audio – are now the leading digital advertising format across the world and represent c.40% ($216bn) of global advertising spend. The two technology giants will play a critical role in the dissemination of these adverts in future, controlling how and when ads are served, and to whom. According to marketers interviewed for the Marketing 20:20 report, they offer an enticing combination of precision and reach which is hard to ignore.

Fergus Jarvis, partner at OC&C Strategy Consultants, said: “Google and Facebook provide unique tools which allow marketers to reach and target customers in new and innovative ways. As these tools become more precise, and their audience continues to grow, CMOs are increasingly seeing the benefit of highly measurable and targeted campaigns. As a result, Facebook and Google’s command of the online advertising market is not a matter of if, but when.”

The platforms’ success in the growing digital advertising market comes as the time spent on digital media also continues to grow significantly – particularly on mobile. In fact, OC&C Strategy Consultants’ projections reveal that, in the next 12 months in the UK, time spent looking at content on a mobile will surpass that watched on TV for the first time. In 2017, the average Brit will consume around 3.2 hours of content on their mobile each day, compared to 3.1 hours on TV. Both Facebook and Google have positioned themselves to take advantage of the pivot to mobile, owning 8 of the 10 most used mobile applications between them.

Fergus added: “Facebook and Google are increasingly at the centre of all content consumed on a mobile and can provide quite remarkable reach to advertisers as a result. But as more and more advertising spend drifts towards Facebook and Google, it’s all the more important for marketers to understand the returns these platforms can generate. CMOs need to do two things: firstly, they need to understand how much better the ROI is for advertising through Facebook and Google compared with other channels; and secondly, they need to ensure that ad spend through these platforms forms part of a diversified media and marketing mix.”

“For media companies, the picture is altogether more complex. With Facebook and Google not only able to drive traffic, but also able to identify that traffic and monetise it, publishers need to find ways of collaborating and innovating to keep up. In order to compete, media companies need to build out a better view of their customers and aim to provide better targeting to marketers directly than they can get through Facebook or Google.”

Top Mobile Games for the Year 2016

“Here are our favorite games for the year 2016”

 

Clash Royale (Android / iOS)

Developed by the makers of popular strategy game Clash of Clans and winner of the best game for 2016, Clash Royale is a multiplayer game which involves two players battling each other in real-time using characters from the CoC series along with some new entrants. Players can collect cards to make a deck of eight characters which they then use to battle with other users online. Each battle involves bringing down opponents towers and lasts for a couple of minutes, with an additional minute for a tiebreaker. If you are a fan of strategy or PvP games, give Clash Royale a shot.

Alphabear (Android / iOS)

If you are bored of the word puzzle genre, Alphabear might be able to bring the fun back in constructing words from a set of letters. The premise of the game is simple – use the given set of letters to form a word which then clear spaces for bears to grow in. The end goal of the game is to score the most points which is calculated by the size of the bear and the number of words formed.

Pokémon GO (Android / iOS)

If you haven’t heard about the game that caused the entire planet to go out on walks, you surely must be living under a rock. For the uninitiated, Pokemon GO is a game which involves catching Pokemon in the real world by making use of AR and the player’s smartphone camera and GPS location. Pokemons pop up when a player is walking and exploring the streets and can then be captured and levelled up. These Pokemons can then be used to battle other players or trainers in Gyms. If you are a fan of Pokemon series, or just need to work out more, download the app from your respective app store.

FIFA Mobile (Android / iOS)

Fans of football can enjoy playing with their favourite clubs in FIFA Mobile. The game comes with over 30 leagues comprising of 650 real teams and over 17,000 players making it a great option for football fanatics. Users can also compete in live events and join leagues as well as manage their ultimate teams in FIFA Mobile.

 

Top Mobile Apps for the Year 2016

“Here are our favourite apps for the year 2016”

Smartphones have become incredibly powerful over the years and consequently, we have become extremely reliant on these pocket computers to manage our tasks, consume media as well as get some work done on the go too. Regardless of the platform, be it iOS or Android, we need appropriate software to make the most out of these smartphones and with the year coming to an end, we decided to list some of the best apps and games which caught our eye and made the headlines this year. These are the best apps and games for the year 2016.

APPS

Prisma (Android / iOS)

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Amassing more than fifty million users on both iOS and Android since its launch, the photo-editing app Prisma has had an incredibly successful year. Only a handful of apps have been able to amp up the audience as much as Prisma did. Users can create artsy pictures in as little as two steps by using the app. All the photos are edited/rendered on a cloud-based platform using AI. Hence, a smartphone’s hardware capabilities don’t really affect the final result. If you haven’t gotten around to trying the app yet, we highly recommend that you do and spruce up your mundane selfies with some fancy filters.

Dubsmash (Android / iOS)

Lip-syncing a live performance is considered a grave offence, unless you are using Dubsmash. The popular iOS and Android application was able to get 10 million users hooked onto it since its launch by offering them an enormous catalogue of dialogues, songs, video-clips and much more from popular movies, songs and TV shows. Thousands of Dubsmash videos were being shared on social media platforms like Instagram, WhatsApp and Facebook with many Hollywood and Bollywood stars jumping in on the frenzy and sharing their clips too. If you haven’t gotten around to trying it, the app is a great way to kill some time.

SmartNews (Android / iOS)

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If you are in the market for a newsreader/aggregator, you won’t find anything more minimal and intuitive than SmartNews. The app collects news from different channels and lays them in a tab-like format separating them on the basis of their categories. What sets SmartNews apart from other aggregators is that the app finds news based on real-time analysis of several web pages. The app also loads all the stories in the background making load times substantially quicker. If you consider yourself an avid reader, SmartNews will have you swiping through tabs in no time.

Apple Music (Android / iOS)

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While Apple might not be able to convince millions of Android users to buy its iPhones, the company found a different way to profit from the massive user base by launching its music streaming service on Android a couple months back. Apple music is a great app for discovering new music as well as for listening to old classics, and comes preloaded on iPhones. The app is extremely minimal and comes with curated radio, playlists as well as recommendations and is free for the first three months after which, users can opt to the service by paying Rs 120 per month.

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POKEMON GO – IS THE HOTTEST GAME OF 2016 IN DECLINE?

Is it really true? Has the groundbreaking, record shattering augmented reality game has gone into total decline? It would seem so given the recent news that have spiked up on the internet that Pokemon Go mobile game, after the viral success it has achieved in the few months, is slowly joining the ranks of other has been before it. The immeasurable scale at which this Pokémon game craze had people running around looking for their prized game points has started to lose its appeal in the eyes of fans.

A Considerable Traffic Decline

Remember when Pokémon Go game players consistently complained about the servers shutting down every time? That was due to the unlimited amount of traffic that the game was attracting on a daily basis. In fact, the game went to hold the record for 45 million users in July. Now, it has fallen to 30 million in just under a month which smells like trouble for the augmented reality game.

Death & Robberies

Among the many reasons that can be listed to explain this conundrum, the deadly accident in Japan of a truck driver running over two pedestrians, killing one and injuring the other can be termed as a major factor. This is not the first time though that such an accident has taken place. Places like Florida and San Diego have reported similar occurrences that lead to multiple injuries. Put the robberies on top of that which lead to the first burst of negative publicity about the game.

Walk – Search – Capture – Repeat

You can only get hyped on the game for so long… most people get tired of roaming around on the streets, facing the risk of accidents in the process and keep repeating the same old goal over and over again. Truth in fact, the game does not offer anything new after a point which tends to shift the users interest in other games.

Let’s hope that the creators come up with some new and exciting techniques to get the users back on track and to play the game.

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TOP CELEBRITIES WHO HAVE JOINED HUAWEI AS BRAND AMBASSADORS

Huawei has shaken the gong of smartphones industry on a worldwide scale ever since it first stepped foot in the market. Showing a massive impact in China by laying waste to the profitable sales of Apple and Samsung, Huawei mobiles are successfully making their mark. Given these stellar achievements, Huawei has set its eyes on certain high level celebrities to engage in promoting their brand. So far, they have managed to get the biggest movie stars and sport celebrities to jump into their circles and have bestowed upon them the title of Huawei brand ambassadors.  Let’s check out the lucky seven who have been graced with such a designation.

Scarlett Johansson

The Chinese company has slated to sponsor Huawei latest mobile through top tier celebrities; Scarlett Johansson has greatly contributed to the sales of P9 series. The multitalented Hollywood actress who portrays the Black Widow character in the high grossing Avenger movies has become part of the Huawei brand by endorsing the Huawei mobile phones.

Henry Cavill

If you thought that Marvel and DC superheroes cannot join hands then think again. Henry Cavill, the bona fide Superman, has joined Scarlett in recommending the Huawei brand. Given the engagement both these celebrities have, it has captured the movie related audience putting more eye son the Huawei mobiles.

Lionel Messi

The beating heart of football, Lionel Messi, is without a doubt a huge stamp of approval for Huawei. The professional footballer has a worldwide audience that follows his every move and listens with bated breath to every word he says. By endorsing Huawei, the word for the elite smartphones is out to the main sports quarter in the world.

Brooklyn Beckham

Being the teenage darling of the football sports, Brooklyn Beckham is the son of the legendary David Beckham. Huawei has taken the football sport as a special target. Whilst they took the adult audience with Messi, Brooklyn has a massive teenage following on social media that works as a huge advantage for Huawei to promote its latest smartphones.

Ravshan Irmatov

You would think that Huawei had taken all celebrities from the sports section. They also added Ravshan Irmatov, the football referee from Uzbekistan and a five time best referee of Asia title winner. It is apparent that Huawei is looking for esteemed personalities and players that can carry their message.

Mawra Hocane

Huawei has finally included the versatile Pakistani actress, Mawra Hocane, to join the Huawei family. It’s no secret that Huawei mobile phones are desired by a vast audience in Pakistan. Putting the new upcoming model and actress to the task is truly a stroke of genius.

Adeel Chaudhry

An actor, singer and model, Adeel Chaudry is file with unlimited talents and skills that has put him on Huawei’s radar. Other than taking part in several TV serials and Bollywood films.

 

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Why do people choose to online shop?

When it comes to online retail, conventional wisdom states that customers will choose the virtual over brick-and-mortar store mainly because of the price. While this may be true , it’s only partially true. Price is a big factor and probably the most rational factor when it comes to shopping online. However, choosing online shopping takes more than the rational.

 

Here are the top 5 reasons, other than price, that drive people to buy online :

  • Shopping online is convenient for anyone, anytimeThe usual trouble with business hours is that they are the same for pretty much everyone. Both shoppers and retailers. While movies portrait people as care-free, on-the-go individuals, the reality is that much of the time people are either stuck in an office, stuck in traffic or just at home, spending time with the family. Say customer X remembers he needs to buy a new pair of shoes at 2 PM, while still at work. Will it be possible for him to drive to the closest store? Will he just go online and buy his favorite pair of shoes, from a wide selection of brands and offers. Of course it’s the latter which brings us to.

 

  • Shopping online is easier and less stressingThink about shopping centers. Picture the people, the crowd, the options. Hear the noise. Now think about looking for a parking space, walking to the mall, walking some more from store to store. Trying on. Maybe going home empty handed.Now picture doing all that in front of the computer, listening to your favorite music, comparing the best deals, without anyone trying to convince you what is the perfect fit. Shopping online is just easier. Customers choose it because it’s stress-free, it’s rational and you can get the best deal without spending a whole afternoon looking for a pair of pants.

 

  • Shopping for products unavailable in the near areaNot longer than 10 years ago, most shoppers would have had to choose between the products available in the nearest store or not buy anything at all. There was no “shopping for that special bottle of wine I saw last year in Paris”. If the local wine store was not selling it, well … it simply wasn’t worth the hassle to look for it anymore. Now consumers can just “google” a particular brand or product and someone, somewhere, will be ready to sell it and ship it.

 

  • It’s easier to compare offersTo be fair, this one has a lot to do with price but than again comparison and especially easy comparison is a matter of convenience rather than pricing. Comparing prices online is way easier than any of the options offline stores have.

 

  • It’s just so much better to talk aboutRemember the last time you talked about visiting a store while chatting with your best friend? Probably a long time ago. Truth is conventional retail stores are just so … available to anyone. Uninteresting. Common. You cannot brag about a new, indie, never before heard store that still offers a lot of products. Shopping online is just much more conversation-worthy.
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5 Ways Tablets Are Better than Laptops or Smartphones

You are getting ready to leave your desk, and you know you will need to stay connected and get some work done on the go. Do you take your laptop, tablet, or smartphone? A tablet is sort of like a more portable notebook built on a mobile operating system platform, and brings some unique advantages to the table.

Here are five reasons that the tablet is a better choice for mobile computing than a laptop or smartphone:

 

1. Portability

Tablets are thin and light. If you have a MacBook Air, or an ultrabook, the distinction may not seem as significant, but when it comes to most laptops, a tablet is thinner, lighter, and more portable by a long shot. When you’re carrying around a bag all day, the difference between one pound and five pounds adds up. Speaking of bags, most laptops require their own luggage to transport from Point A to Point B, but you can grab a tablet on your way out the door like you’re picking up your keys or sunglasses.

2. Functionality

The tablet may not be as versatile as a laptop in the functionality department, but it is significantly better than a smartphone. Tablets have larger displays that give you more real estate to get real work done. In fact, with larger tablets the display is on par with smaller laptops, allowing you to get more done. Of course, the virtual keyboard uses up half the display, so you have less screen to work with when you’re actually working. Regardless, though, tablets beat smartphones when it comes to being productive.

3. Less Cumbersome

Have you ever tried to get work done on a laptop while riding in a taxi, or during a flight? It’s not fun. It is a project to lug the device out, and then you have to find some relatively flat, stable surface to set it on. It has to be flipped open to view the display or type on the keyboard, so that rules out any use while walking around (at least for anyone with common sense). A tablet is easy to just turn on and use in any environment.

4. Battery Life

Most tablets have battery life that is far better than laptops. Laptops are steadily improving in the longevity department, but most would still struggle to make it through a full work day, and many won’t make it to lunch. Tablets on the other hand, seem to last forever even when pushed to the limits.

5. Flexibility

A tablet sits somewhere between the smartphone and laptop in most areas, and flexibility is no exception. In many ways, a tablet can fill the role of a laptop and perform most, if not all, of the same functions. But, the tablet is also more versatile. Most can take photos, or shoot videos in addition to allowing video chat and conferencing. They also work nicely as e-readers (or in some cases the e-reader has evolved into a tablet) for accessing an entire library of books on the go. Some of these things are technically possible, but ridiculous in a practical sense with a notebook.

A tablet is ideal for some tasks, and suitable for many, but there are still a variety of scenarios where a laptop or smartphone might be a better choice. Consider the pros and cons of each mobile device, and choose the best tool for the task at hand.

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Benefits Of Online Shopping

Online shopping has become a popular shopping method ever since the internet has declared a takeover. There are many individuals that are looking for other amazing alternatives shopping and online shipping is just the fix for that.
There are many advantages of online shopping; this is the reason why online stores are a booming business today. Online shopping includes buying clothes, gadgets, shoes, appliances, or even daily groceries. Listed below are several online shopping advantages and these are the following.

Save Time Do you have the specific list that you want to buy? With just a couple of clicks of the mouse, you can purchase your shopping orders and instantly move to other important things, which can save time.

Save Fuel The market of fuel industries battles from increasing and decreasing its cost every now and again, but no matter how much the cost of fuel are it does not affect your shopping errands. One of the advantages of shopping online is that there is no need for vehicles, so no purchase of fuel necessary.

Save Energy Admit it, it is tiresome to shop from one location and transfer to another location. What is worse is that there are no available stocks for the merchandise you want to buy. In online shopping, you do not need to waste your precious energy when buying.

Comparison of Prices The advanced innovation of search engine allows you to easily check prices and compare with just a few clicks.  It is very straightforward to conduct price comparisons from one online shopping website to another. This gives you the freedom to determine which online store offers the most affordable item you are going to buy.

24/7 Availability Online shopping stores are open round the clock of 24/7, 7 days a week and 365 days. It is very rare to find any conventional retail stores that are open 24/7. The availability of online stores give you the freedom to shop at your own pace and convenience.

Hate Waiting in Lines When buying items online, there are no long lines you have to endure, just to buy your merchandise. The idea of shopping online is cutting down those bad habits of standing in a long line and just waiting. Every online store is designed with unique individual ordering features to purchase the item.

Too Ashamed to Buy There are times that you want to purchase something out of the ordinary that can be a bit embarrassing when seen by other people. In online shopping, you do not need to be ashamed; your online transactions are basically done privately.

Easy to Search Merchandise You Want to Buy You are able to look for specific merchandise that includes model number, style, size, and color that you want to purchase. In addition, it is easy to determine whether the products are available or out of stock.

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Branding Secrets from 14 Fashion Industry Experts

On my walk to work, a runner whisks past me on the left. She’s a blur of snug-fitting black and fuchsia performance fabric. At the intersection of the criss-crossed straps of her top, is a small, almost undetectable reflective checkmark.

That checkmark, dubbed the “swoosh” is the symbol of one of the most iconic brands in history. The wearer of this particular instance of the Nike logo embodies everything the brand aims to convey: strength, endurance, motivation. It’s not a check mark. It’s incentive to run one more mile. It’s teamwork and sportsmanship. It’s a reminder to “just do it”.

When does a sneaker become more than a sneaker? What makes a consumer choose one seemingly identical gown or coat or swimsuit over another? Emotion. Branding at its best, speaks to its intended audience like a BFF – it, like, really gets you. And in fashion, it stands up for you, becoming the outward-facing expression of your personality.

For small brands and emerging designers, widespread logo recognition is an unattainable (or at least very far-away) goal. But branding is more than a logo. It encompasses values, voice, and design choices that run like a continuous thread through product and packaging and online presence. Good branding is storytelling – a consistent and continuous message, weaving meaning into every piece.

How do your nail branding for your own fashion brand? 14 experts weighed in on the discussion. These are their words:

1. Joey Ng

VP of Marketing, Naja

“Branding in fashion is key to helping the customer solve the problem of expressing their individuality within the context of assumed dress codes. If you can’t communicate who you are as a brand and the type of person who would identify with your core values and aesthetic, then you won’t be able to sell it to them.”

“Whenever I approach a new brand or business that I’m working with, I always start with describing it in 3 words (or less!). Take the time to brainstorm every single adjective that you believe belongs in the world of your brand. Then keep eliminating them until you have 3 favourites left. I went through this branding exercise for a record label’s merchandise arm and we landed on “Y2K B.E.T.” In just 2 words, we had pinpointed the permeating theme of all the visuals, sounds, textures, and feelings a consumer would experience when engaging with their brand. Find your niche and define in very few words what makes your brand distinctive, then Pinterest and Tumblr away. If something doesn’t fit those original 3 words – even though you might like it – scrap it. Establish the core message, nail it, then expand.”

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2. Yan Wang

Founder, XYZ Impression

“Great branding can help with larger profit margin. There are a lot of identical items in the fashion industry. Often times, people are purchasing more for the label than for the actual product.”

“People spend more time with their computers and phones. Digital marketing is huge in today’s market. That’s why great online presentation and content is key for people to remember you. For startup companies, a good way to get traffic is through working with social influencers. It’s all about finding your niche market and exposing a good quality product or service to them.”

Often times, people are purchasing more for the label than for the actual product. 

3. Gail McInnes

Communications Director, Stylist Box

“Having a strong brand with compelling messaging helps customers connect to the clothing and accessories they wear. If a consumer relates to the brand, it creates a connection; the wearer feels as though the brand is an extension of themselves or at the least what they wearer would like others to perceive in them. What we wear plays a big part into how we are perceived straight off the bat. As much as we’d like to think otherwise, first impressions do count.”

Branding should be established from the start; from the overall look of the product to social media content to how customers experience and shop the brand, but it needs to be consistent from the get-go. If you are an exclusive luxury brand, your language and imaging needs to reflect that luxury feel and voice – using blacks, golds and more refined and elegant language and tone. If you are an independent, ethically-sourced brand, you may want to use softer colours in your marketing material and have a softer tone in anything written.”

First impressions do count.

4. Dawn Del Russo

Fashion & Lifestyle Expert, Founder Bella Dawn & LiveTheGlamour.com

“Branding is everything in business, especially fashion. It is part of the statement you make. It defines the brand more clearly. Keep your brand consistent on all social platforms. Consider the look, style, color of your branding – how are others affected by it? When starting out, ask what is the first thing someone thinks of when they see your brand. When you do finally have your brand image, get it out there. As much as you think you are marketing yourself, you can triple it.”

Keep your brand consistent on all social platforms.

5. Leanne Mai-ly Hilgart

Founder, President & Creative Director, Vaute Couture

“Fashion is an outside expression of who you are on the inside. So branding is everything for fashion. It’s how you shout to the world: if you’re like us on the inside, you might express that in the same way on the outside. For us, in production, it’s with ethical textiles, treating and paying workers fairly, fittings with an all female team trying things on our bodies. It’s serious, it’s playful, it’s geometry, it’s nature. It’s vintage-inspired and the future too. We are all about dichotomies and having it all. Being vegan isn’t a sacrifice. Caring isn’t a chore. It’s empowering.

We can’t outsource our voice. It’s our heart it’s our soul, it’s our story. It’s important to ask yourself as a label “what do I have that big corporations don’t?” Where do we win naturally where they will try to fake it and always fall short? This is where you have to go loud. We are here as activists who want to change the world of fashion for animals. We are currently an all female team in Brooklyn doing our best with limited resources. And it’s fun and it’s challenging. We find inspiration everywhere and our processes are experiments. And we love it. And this is what we can share that a big company cannot.”

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6. Chris Ngo

Owner, The Leverage Showroom; Co-Owner, Embellish NYC, Haus of JR, Crysp Denim, Lifted Anchors and Foundation Footwear

“Social media plays a big part in branding and it’s also the most inexpensive way to build a brand. You can reach a big demographic and audience virtually free. A garage t-shirt company that prints on a blank can build a following based off of their own Instagram. Instagram is the new print ad, it’s the new commercial in which you can utilize your followers as customers.

Today in this fast fashion market, they want to see what’s in now. So many brands are hopping on trends and pushing similar looks that it’s all about who’s first to deliver and first to market. But it’s not who makes it first – it’s who makes it better.”

It’s not who makes it first, it’s who makes it better.

7. Carolyn Delacorte

Co-founder, Boxwood Press

Fashion has long been an aspirational industry – many brands, from Chanel to Anthropologie, have developed a cult following so robust that just the mere sight of a logo inspires a feeling of tribal belonging. Nowadays, a collection is more about culture than it is about draping and perfectly sewn seams. With bloggers and reality TV stars usurping influence away from conventional magazines, TV shows, and celebrities, an infusion of meaning has come to surround each popular brand. The person who faithfully carries a Louis Vuitton bag is often expressing a statement about wealth and class, while the J Crew devotee is probably more about creativity and trend. These are all messages that have been expressed through branding and morph into a personal message for each consumer.”

“Over the past ten years or so, we’ve seen a dramatic uptick in the number of fashion companies enter the marketplace. Differentiating a line from a plethora of similar brands is more of a challenge than ever. Unless there’s a frame of reference to attach to a name, it’s really difficult to navigate the congested buyer’s marketplace of boutique and store buyers. Buyers invariably want to introduce lines to their retail floors that will sell through quickly, and the fastest route to clearing racks is to ensure that there is a ton of brand recognition for a particular audience.

Trying to be everything to everyone is a recipe for disaster unless your brand has many, many extensions. Know who your buyer/consumer is and play to the elements of pop culture that appeal to them. This takes a fair amount of market research and marketing discipline, and does not happen overnight.”

Trying to be everything to everyone is a recipe for disaster.

 

8. Madelyn Chung

Style Editor, The Huffington Post Canada

“A great example of a brand that understands the social media scene right now is Calvin Klein. How many people do you see on Instagram posing in the classic cotton sports bra and underwear, tagging #mycalvins? By enlisting the “it” models and celebrities of the moment (Justin Bieber, Kendall Jenner) and social media influencers to promote their brand in a simple, yet fresh way, they created a want in the market that would eventually turn into free press and advertising. And, their latest campaign features such a diverse cast of individuals, more and more people feel like they too, can rock their Calvins with pride and confidence.” 

9. Odessa Paloma Parker

Fashion Editor, The Globe and Mail

“Branding is important because it helps tell the story of your product – it communicates what your values are, your perspective, and helps illuminate small character elements that are part of the bigger picture of your business.”

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10. Nick Ede

CEO, EastofEden London

“Fashion is all about identity and establishing a strong tone of voice that makes you stand out from other brands. It is one of the most competitive markets and important for brands to understand who their target market is, what they want to provide their customers, and how to become the go-to place for fashion fans. Its also important to look at how a brand can evolve.”

“My advice to new brands it to carefully research your target market and see who your competitors are. Having a strong social media presence is a must – this can be a really cost-effective way of selling product and communicating to your target customer. It’s very important to look at price point – if you are high end you still need an affordable item that can get featured in shopping pages, as more and more glossy mags will look for products under 200£.”

11. Helen Rice

Creative Director & Co-founder, FUZZCO

“Fashion is constantly changing, so it’s important for brands to work hard to establish and defend their niche in the changing landscape. Due to the dynamic nature of fashion, brands must be incredibly aware of themselves and the market. Their ability to embody the lifestyle that their audience aspires to is developed through every decision the brand makes, from choices in materials, design, production, customer service, cultural associations, etc. All of these things inform the relationship that the brand has with consumers.”

“Brands should consult with a branding agency right in the beginning. This allows the brand to gain insights into the best strategy for the shopping experience, merchandising, positioning, voice and tone, and visual balance between the graphic identity and the product.”

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 Brands should consult with a branding agency right in the beginning.

12. Andrew Coimbra

Creative Director & Designer, Andrew Coimbra

“The most important thing when starting your own label from scratch would be to know your brand. People always think that they know what they are aiming at, and what vibe appeals to them, but people rarely consider what that means beyond the basics. Who are your clients? What is your ultimate objective? Where do you see your label in 5 years? 10 years?”

“These questions feel like cliches from a high school business class, but at the end of the day they offer core concepts that define the direction of every single step you decide to take in producing and promoting your business. The answers to those questions act as everyday tools to accomplish your goals.”

“Part of knowing your brand is knowing who can help your brand. I’ve been extremely lucky in growing really special friendships with people in my life who I can trust and whose perspectives are well-curated and valid. I would suggest finding a core group of friends, or a “team” of people who have skills that are not only beneficial to you, but are beneficial to them, too. Grow and learn with each other.”

“Proenza and Celine, brands that have proven longevity, have both achieved particular success in the luxury division, and although their collections are distinctive season to season, they still maintain a really great balance of continuing a staple carry-over/through. Beyond that, their branding has evolved in a way that feels natural to their brand, and reflective of their values.”

Part of knowing your brand is knowing who can help your brand.

13. Sara Koonar

Editor-in-Chief, 29Secrets.com

“When most shoppers are faced with a choice, whether to buy this black tote bag or that black tote bag, they’ll choose the one they’ve heard of. It’s as simple as that. That’s the entire basis of advertising. So getting the word out there about your brand and what makes it unique it crucial to your sales. And sales are crucial to keeping your business afloat.”

“Lost-cost, guerilla marketing is better than it’s ever been with social media. You don’t need to place expensive print or television ads to get the word out about your fashion line. Collaborating with influencers or creating your own social media brand can be very effective in building business. Plus, you can keep it local and have a closer relationship with those people endorsing your brand. Of course there are benefits to having an expensive PR firm and schmoozing fashion stylists to get your clothes on the backs of A-list celebrities. But, you’ll be surprised how influential these social media stars can be.”

When most shoppers are faced with a choice, whether to buy this black tote bag or that black tote bag, they’ll choose the one they’ve heard of.

14. Alex O’Byrne

Director, WeMakeWebsites

“Building a fashion business is all about creating a brand. Sure, the product is important, but the brand is much much bigger. Ask yourself this: do people buy Nike sneakers because they’re better than other sneakers? No. They buy them because Nike has created an extremely desirable brand; they buy them because they’re cooler; they buy them because of what wearing Nike sneakers says about them — and they’re happy to pay a premium to do so. A great example I like to use when talking about building a brand is P&Co. Take a look at their Instagram – the bikes, the beards, the coffee, the tats; they’ve nailed the hipster look. And all you need to do to become a part of their cult brand is buy one of their t-shirts.”

“First of all, be able to describe your fashion brand in a few words. No one seems to really be able to do this these days. You need to know how your brand makes your customers feel. Branding needs to be about the emotional experience for your target audience. Exceptional branding provides a sense of comfort, acceptance, yet inspiration to keep your clients coming back for more each season. These three questions are a good place to start: What do you want your brand reputation to be? What are your brand’s core values? How does your brand want to be visually seen? Once you’ve answered these, then you need to start executing on them.”

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More Consumers Prefer Online Shopping

Once online shoppers get the bug, they’re hooked.

Seventy percent of more than 3,000 online shoppers surveyed in February say they prefer to shop their favorite retailer online, according to a study commissioned by United Parcel Service Inc. The study is to be released later Monday.

Half the smartphone owners in the group and nearly 60% of the tablet owners use those devices to make purchases. Rather than fret about privacy, a majority (60% who had the technological capability), said they wanted to receive retail deals and promotions on the phones and tablets, based on their location or transaction history.

These findings come from the second annual Pulse of the Online Shopper Survey conducted by the data analysis firm comScore. UPS, the Atlanta-based logistics and package delivery giant, will use the findings to advise its retail and e-tail customers. Many of the findings illustrate the ways in which the back-end of the online shopping experience—the shipping and delivery–can be used to boost sales.

For instance: while customer satisfaction with online shopping generally was high—83% overall—the lowest satisfaction scores had to do with factors related to shipping and delivery. Flexibility to choose a delivery date; to choose a delivery time; to reroute a package or to choose an environmentally friendly shipping option—ranked last in satisfaction when shoppers were asked to rate different aspects of the online shopping experience. Online shoppers want more choices, according to the survey.

Online shopping continues to outpace growth in traditional retail, the survey confirms. Last year, e-commerce grew about 15% to $186 billion, seven times the growth rate of total U.S. retail spending, according to the study. In the fourth quarter last year, retail e-commerce reached 10% of all discretionary spending for the first time ever, according to comScore.
Among some of the new findings: Shoppers increasingly want what’s called a “seamless omnichannel experience,” meaning one in which retailers allow them to combine online and brick and mortar browsing, shopping, ordering and returning in whatever combo they would like. In fact, that is so important that 62% said they are more likely to choose to shop with a retailer that allows them to buy an item online and return it to a store.

Forty-four percent said the opposite: They are more likely to buy online if they can pick up at the store. While this saves them shipping costs, it is good for retailers; more than one-third (38%) buy extra items while in the store, according to the survey.

Advertising Partner