marketing

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Interested in working for Decoded Fashion? 

Decoded Fashion is currently looking for a Marketing Executive to implement leading marketing strategies and tactical plans for Decoded Fashion Summits. This includes generating leads for delegate sales and sponsorship sales as well as generating direct delegate revenue target, and supporting the marketing strategy of Decoded Fashion overall through online and social media channels.

If you are interested in learning more, please email fay@decodedfashion.com for a full job description.

This role is based out of our London Head Office.

Decoded Fashion - Weekly Story - Kate Spade Retail Storytelling
Image source: iccds.com

Kate Spade, like so many classic all-American accessories brands that hung off womens’ arms in the 90s, went through a somewhat sleepy transitional period in the latter part of the noughties. Unlike some of those other brands, however, the Kate Spade story is far from over – from 2008 to 2013 it reported an increase from $126 million to $750 million in net sales, and currently enjoys a beloved position in shopping streets in every time zone and every continent. So what exactly is Kate Spade doing so right?

Somebody who probably has all the answers to that is one of our speakers at the Decoded Fashion New York summit: Mary Beech, the Chief Marketing Officer of Kate Spade, has just been confirmed to appear at Metropolitan West. But here’s what we do know: Kate Spade has one of the best brand storytelling strategies in the business. Working their magic in-store and online, the label is going from strength to strength.

A little history: Kate Spade, a former accessories editor at Mademoiselle, set out to design the perfect handbag in 1993. Debuting her namesake collection with just six silhouettes, her colourful palettes were ultra-fresh in a landscape of pared-back minimalism. Fast forward to 2014 and the label has embraced all-new ways to stand out from the crowd – and not all of them involve the handbags themselves.

The past year has seen Kate Spade embrace in-store technologies designed to boost sales. It launched interactive displays across ten of its stores in the early part of the year, with tables encouraging shoppers to pick up physical products from their carefully merchandised surfaces – the screens subsequently display storytelling content such as campaign videos and Instagram images. The startup behind the technology is the NY-based Perch Interactive. In stores, the technology might be suspended from the ceilings above a merchandising table, or alternatively on the wall, in order to project animated images onto the surface below. More recently, the brand even employed in-store technology before a store had actually opened to the public: in New Jersey, a mid-construction façade for a new store was infused with touch screens and an interactive personality quiz to catch the eyes of passers-by. This latest move was yet more proof – as if we needed it – that Kate Spade knows the fashionable tech retail game inside-out.

Reported by Claire Healy

Decoded Fashion New York will take place on November 18-19, 2014 at Metropolitan West. The full agenda can be found here.

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“Unlike a great number of its counterparts, Hermès has created desire coupled with mystique that even in today’s digital age it has managed to maintain. Doing so can be attributed to much more than just the elusiveness of its famous handbags however, and one such way is the creativity it defers to online.”

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Decoded Fashion - Fashion Tech Daily - Hermès

Decoded Fashion - News - Fuelbox

Technology is intrinsic to the sportswear sector – the use of innovative, lab-produced materials has been standard industry practice for many decades now. But things have moved on from workout leggings being more stretchy and sweat-resistant than ever before, sports fanatics are looking for more than this.

Sportswear brands need to use clever marketing to spark everyone’s attention. In the past it’s been through sponsoring events, launching guerrilla campaigns, entering into collaborations with designers or celebrities. Recently, they’ve also started incorporating technology into the design of their marketing strategies. Here are a few examples of how big sportswear brands have managed to use tech to stimulate media attention, add value to their product offering, and drive ‘brand love’ over the last month.

Reebok added a customisation program to its Union Square FitHub location. It’s called Local 1nk and it lets shoppers customise their merchandise purchases free of charge, using an innovative portable silkscreen printing device. Amidst its current crossfit craze, this is a cool way for Reebok to use technology (rather than bacon) to set itself apart from its’ competitors – whilst appealing to the masses.

Nike upped their ante with technology by introducing a vending machine that can only be operated with the Nike FuelBand. The so-called Nike+ FuelBox holds items such as socks and hats, and dispenses these when users plug in their FuelBand USB – if they’ve amassed enough points. It’s effectively allowing FuelBand users to turn their exercise units into a currency – a great incentive to use the FuelBand (or deterrent from buying one of the new fitness trackers out there) and a fun motivation to work out. Read more about the FuelBox here.

Then there’s Lacoste, who started dabbling in Augmented Reality for their spin-off brand LCST. In collaboration with Engine Creative, they created an AR app for in-store use that allows customers preview what a trainer would look like, without trying it on. It also lets users take a picture of the preview and share it on social media. Check it out here.

It was also interesting to see that Adidas lifted the restrictions they had placed on ecommerce distribution (read more about this here). The German sportswear brand has now joined competitors like Nike in being available for purchase over marketplace sites such as Amazon and eBay. They will enter into further direct competition with Nike when they launch their first wearable tech fitness accessory later this month. These steps may not be that innovative, but you gotta to start somewhere. We’re excited to see what the other big sportswear brands come up with in the future.

Reported by Anna Abrell

Decoded Fashion - News - beacons

Just last month, it was announced that 100 stores on Regent Street in London have already implemented beacon technology. If used in the right way, beacon technology can serve to create a brick-and-mortar shopping experience optimised for today’s omnichannel consumers. It makes indoor navigation, automatic store check-ins, contactless payments and location-based marketing possible. It also allows for more accurate collection of visitor information.

But what is ‘the right way’? Like any hardware, beacons need to be used in conjunction with the right software. After all, a ship won’t sail if the sails aren’t set right. It’s not difficult to decide whether to invest in beacon hardware –but it is hard to decide how to use it.

Several startups have appeared on the scene, with a focus on the use of beacon technology. Here’s a rundown of some of the biggest players:

Bealder: Based in Paris, Bealder sell their own beacons with a platform that allows remote management. They also provide resources needed for integrating the beacon software into an already-existing app (API, SDK and documentation). Alternatively, the retailer can use the startup’s HappyBeacon app, or have Bealder develop an app for them. The HappyBeacon app was showcased at our first Paris Meetup back in March.

Swirl: This is an ‘end-to-end iBeacon Marketing Platform.’ They have trademarked their so-called SecureCast beacons, and they also offer a cloud-based service for beacon-based marketing campaigns and a mobile SDK. Fashion retailers such as Timberland and Kenneth Cole have onboarded.

Upnext: This startup’s offer includes beacon hardware, a platform, a mobile wallet solution and bespoke app development with ‘continuous support.’ The founder, Marley Fabisiewicz, will be speaking at our Berlin DFMeetup today.

Tagpoints: This Brighton-based startup doesn’t provide any hardware, but they have an extensive software and service offering: app development or integration (or alternatively retailers can use the TagPoints App), a cloud marketing platform and Tag Target, a tool to engage with customers in real-time (more info here).

Estimote: Founded in 2012, this startup offers beacon hardware which they refer to as ‘mote’s. Retailers are given a code snippet for each mote, which they can then integrate into their app to enable in-store navigation.

Want to know more about the ins and outs of beacon technology? Check out today’s Berlin Meetup at the Premium Trade Show, more info here.

Reported by Anna Abrell

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“There is little correlation between World Cup sponsorship and social media success for the 2014 games, according to Opher Kahane, CEO and co-founder of Origami Logic, a Menlo Park, Calif.-based company that specializes in market intelligence. So what does this mean for World Cup sponsor Adidas?”

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Decoded Fashion - Fashion Tech Daily - Nike Risk Everything

The broadcast tower at Alexanderplatz, Berlin

  1. Berlin’s “Poor but Sexy” Appeal is Turning the City into European Silicon Valley
    Startups, venture capitalists and foreign workers descend on city with cheap rent and big investments from Google and Microsoft.
  2. Shopify Revamps its iOS App
    Shopify has introduced a redesigned version of its iOS mobile app, with a new core concept that focuses on helping merchants do more to manage and run their stores from their devices.
  3. Digital Enhances Beauty Product Experience Remotely and In-Store
    Luxury marketers who focus on beauty product lines have taken notice of how affluent consumers prefer to shop via mobile by continuing to incorporate digital touch points into campaigns and through in-store interactions.
  4. Wearable Tech at CES 2014
    With the Consumer Electronics Show upon us, we get to see whether some company, any company, can release an uncompromised, mainstream consumer hit in 2014.

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H&M Addresses The Future Of Sustainable Fashion In A Live-Panel Discussion
With the launch of their Conscious Exclusive collection, swedish retailer H&M brought together eco-fashion insiders & Vogue to discuss the future of sustainable fashion. Check out the livestream on Refinery29.

Christian Louboutin ups digital prowess with first Asian social channels
Christian Louboutin excels its digital engagement by tapping into the Asian market by joining Chinese social network Sina Weibo and video-sharing sites Youku and Tudou. Luxury Daily has more.

Warby Parker Co-Founder: Creating a Strong Brand Without Marketing [PSFK 2013]
Neil Blumenthal shares the history of Warby Parker and tells PSFK that it was the great customer experience that spread the word, not marketing.

See self-assembly and 4D printing in action
TED shares the impressive findings and innovation in 4D-printing by Self-Assembly Lab & 3D-printing giant Stratasys.

coco social media

Coco Rocha is a role model for social media, but also a teacher, leading classes on social media best practices for other fashion models. She shares her top three tips with us, lessons that work for tech founders, fashion designers, retailers and individuals who love and work with style, fashion and e-commerce.

  1. Don’t have just anyone run your social media. I think it’s insane when brands or celebrities relegate their social media to an intern or someone who does not know them well. Personally, even though I have a great PR team, no one except my husband and I touch any of my 10 social media accounts. It’s a lot of work, but I know that my brand, my image and my voice are authentic to me.
  2. Be consistent. Your audience wants to hear from you regularly but not too regularly. Don’t over share. People have no problem clicking “unfollow” if they feel you’re over saturating their feed. For 3 years now, I have seen people use Tumblr the way they should be using Pinterest. I also see people copying content far too much. Be original and invent content, don’t just copy and paste it.
  3. If you’re going to post pictures, be really selective about it. If I’m capturing a sunset I’ll take at least 10 pictures, I’ll then filter them using other apps, enhance them, then I really pick the best image of perhaps 30. No one wants to follow someone who does not take pride in composing an aesthetically beautiful picture. No random snap shots–treat every upload as if it was a work of art.

Coco will be speaking on the future of fashion and technology at Decoded Fashion Forum on Feb. 14. Read her thoughts on social media here, and follow her on Twitter @cocorocha.