Sunday, 23 November 2008

Xmas Windows

The visual merchandiser at Harvey Nichols said that there was only one word to describe the theme for the displays this season 'Diamonds'.  
On my recent trip to London to look at the visual window display in the major stores I saw some fabulous headdresses in Top Shop and Harvey Nichols. Jewel encrusted and fabulous eye make-up. 
Libertys as always has a sumptuous display with lots of varied products and this year including signage to tell you where to find the products. Selfridges is using the neon lights to create interest with some humorous themes with lots of repetitions. Father Christmas is in many windows - one with lots of Japanese toys.
House of Fraser has lost of moving 'toys' in the windows for the kids. John Lewis is using its TV campaign on the in the windows, which shows good integration across media.
Its so interesting how brands manage to create displays that reflect their brand image. For example Urban Outfitters is very utilitarian and Prada is full of 'bling'.
probably the most impressive was Harvey Nichols - not just the models but the technically competent product groups coupled with the external displays of Christmas decorations.

Thursday, 13 November 2008

Death Cigarettes - the importance of branding

Heard a great after dinner speech from bj cunningham who launched death cigarettes.

What I learnt was the importance of understanding legislation and how you can use the loop holes to your advantage. He also explained the vital importance of brand loyalty and its links with 'just' causes. Understanding your segment is crucial and making those close links through sponsorship can be key to branding.

In fact he went further in saying that in terms of brand profile the celebrity endorsement factor provides you with the' act as if' credibility which can make you famous overnight. Thats why in terms of fashion retail having your shop in the right PLACE can support your marketing communications. I guess that SEO is the equivalence of place on the internet.

More later

Monday, 3 November 2008

Just heard Tom Savigar speaking to my students at Brighton University and he gave a great review of all that's current in the design world. We talked about freesumerism and how brands are giving us a taste of their products through sampling and experiential marketing events. Interesting as I have just been talking to someone about pop up retail shops.

Tom also talked about the mood of the moment and how the new serious and sober attitudes translate into functionalism and purity of line and form. If we think about marketing messages then we have to have a narrative - especially in fashion. We are back to clean designs and looking at the long-term. Those statement pieces - in fact some of the vintage purchases I have made recently fit that bill exactly.

Now we cannot think of marketing in terms of a quick fix advert we have to engage the consumer. We have to offer value - perhaps through links to third parties. Online we have 4 secs to capture people's attention  so online merchandising is now very important. Marketing online through SEO and SNM are also key to success. This means one to one marketing and understanding how to link into communities and conversations online.

A bit like this one