StyleWhipped

Searching for a little stimulation

I've come to the realization that I've hit a wall. In December, I became aware that I was writing less and less. I told myself that it was the holidays and with the various parties, visits to family, frantic retail clients--I just didn't have the time but would pick back up in the new year. New Years day has come and gone, and still...nothing. How can that be? I love fashion, I love shopping, I love analyzing everything retailers are doing- old, new, good, bad. I've been working in the industry for years and can normally talk about this stuff for days. So why the block?

I didn't really understand until I was in a cab going through SoHo up West Broadway. The redundant visual presented the harsh truth. All of my favorite stores have shut down and had been replaced with a retail giant called "SALE". You know this store. Their branding is old and strong. They always use a big, bold font, their signature color is red, and they almost always use all caps. It all happened quickly, in the blink of an eye. One day you could do a 360-degree turn in any neighborhood, in any city or town, and realize that "SALE" has completely taken over with big signs in every window announcing it's presence. I'd become uninspired and disengaged because every store and every experience had become the same.

What happened? I know retailers are hurting and I understand the need to get through inventory and increase revenues. But why is everyone doing it at the expense of their branding and brand experience? Sure, when I was doing my holiday shopping I took advantage of price breaks and I liked it. But now...it's all a haze and frankly I'm bored. At this point, if I need something I'm just going online and seeing where I can get it the cheapest. And lately trying to get excited and inspired enough about something to write about it feels an awful lot like when teachers try to convince us that "math is fun!". Don't get me wrong, there are still things out there that I love (I do still have a pulse!), but I've got to work a little too hard to find them. So here's the scary part--if a super-consumer like me feels neglected, unstimulated and unmotivated, what's the average consumer feeling...and how are they going to react?

There is a light at the end of the tunnel. With the total takeover of "SALE" everyone is pretty much on a level playing field. This is the perfect time for brands and retailers to start standing out and differentiating themselves. This is the perfect time to be the hero and to be the one to bring the fun and adrenalin back into shopping. Pull yourself out of whatever force of desperation has been pulling you into doing what everyone else is doing, and remember why you got into this game in the first place and what your customers really want. Branding, business values and mission statements are not meant to change with the environment, they should be guiding you when the environment changes. I remain optimistic that we'll start seeing a change for the good in the new year. I just hope that it comes sooner than later.

- Cindy

The Tents Are Down...Now What?

Once again Fashion Week has come and gone.  As exhausting as it was, I miss the thrill and anticipation that goes hand in hand with each show.  I miss having that full-on experience where I'm completely immersed in the brand.  Every element of the show is carefully programmed to ensure that every audience member walks away with a clear idea of who the brand is and what their latest collection is all about.  The venue, the seating cards, the gift bags, the music, the timing, the lighting, the way the models walk down the runway, the hair and makeup, even the way the designers take their bows-- everything works together to tell the whole story.  It's such a shame we only get to experience this twice a year.  But wait...why does it only happen twice a year??

Now, I'm not saying we should have Fashion Week every week.  I'm talking about getting the same impact that I get at each show, every time I encounter a brand.  As a fashion enthusiast, I love getting the seasonal previews of collections twice a year.  As a consumer, I'm wondering why I don't get a similar thrill stepping into (or logging on to) a store as I do going to a show.  As a marketer, my head is spinning with how the same logic put into every nuance of a fashion show can be (should be) applied to the store experience, marketing programs, PR plan, partnerships, events, etc.  Why is it that brands who command such an incredible and distinguishable presence twice a year, struggle with this the other 363 days?  I know that retail is different than a fashion show.  There's a different audience, a different objective, a different timeline.  But at the end of the day brands strive to make positive and lasting impressions in short periods of time, among all of the other brands fighting for the attention of the same audience.  It's time to put Fashion Week thinking into every day experiences.            

- Cindy

       

Daily Devotion: Vivenne Tam HP Notebook Computer

UPDATE

This Just In: Due to the huge demand of this gorgeous laptop, HP is moving up production of the Digital Clutch so that it will be available for holiday gifting. Reserve yours today by calling 1-800-230-5752 or go online at www.hpdirect.com/minivt. By making a reservations now, you are guaranteed the opportunity to purchase an HP Mini Vivienne Tam Edition in early December. 

Product Details:

• 10.2" High Definition display
• Under 1-inch thick
• Just over 2 pounds
• Windows(R) XP Home with SP3
• Intel(R) Atom(TM) Processor

These are priced at $699.99, including a protective Vivienne Tam silk sleeve.
More Images here on Flickr.

----------------------------------------------------------------------------------------

Everyone knows I appreciate a great brand pairing, and this is one I LOVE.  Vivienne Tam surprised fans yesterday at her Fashion Week show when she unveiled, with HP, her design for what they're referring to as a "must-have digital clutch".   While designers have already been stepping into the cell phone arena- Baby Phat, Prada, Armani, etc., this is the first time a computer company has partnered with a renowned fashion designer.  Why did this take so long?  This lovely piece of machinery mixes antiquity with modernity, Asian with Western, technology with fashion-- it's my life all in one tidy package (and with gold accents...I could die!)!  There aren't a lot of details available right now, but it's actually about the size of a little clutch bag (see image with model), and it's coming out a very vague "early next year".  Another big step in taking every day necessities and seamlessly integrating them into individuals lifestyles.  Now if only it had a place to store a lipstick and cellphone.
- Cindy

The Wonderful Brand of (insert favorite vacation spot here)

As the summer winds down my thoughts often stray to favorite vacation spots, wishing I had had the chance to visit this summer, or that I could have spent just a little more time there.  At the top of my list is the beautiful island of Nantucket.  Now I am not a preppy person by any means.  I don’t carry a woven (albeit masterfully done) basket as a purse, I believe tennis shoes belong on the tennis court, and the only thing draped around my shoulders is my husbands’ arm.  But something about this island really works for me and makes me feel relaxed and at ease.  Whether you head out to the 82 miles of available beach or go directly into town for a 5-star meal or to shop some the hottest designer apparel and accessories, it all feels right. 

This is the result of an active community that will fight tooth and nail to maintain the integrity of their home.  A community that will gladly give up what most “mainlanders” consider conveniences, to stay true to their culture and values.  And whether they realize or not, it is a community with a natural knack for branding.  Even the Ralph Lauren store on Main Street, Nantucket’s first major retail chain store and a giant source of conflict and controversy among the residents, manages to embody the beachy-casual sophistication and friendliness of the island.  Each boutique contributes to the overall Nantucket experience to the point where I’m buying and looking at things I’d never notice in my everyday life in New York City.  And it’s not just “I have to get that cool $100 decorative lobster made of twisted banana leaves and metal wire” (which I did), but also “I have to get that gorgeous black vinyl Chloe bag that I totally ignored at Bergdorfs last week, pronto!” (which in this particular case, I did not. My husband, indulgent as he is with my love-at-first-site relationships with beautiful handbags, “convinced” me that $1500 for a vinyl bag would be pushing the limits of good sense.  But still…*sigh*).  And as much as I like to think otherwise, I’m not special!  Everyone I talk to has an “I got swept up in the moment” story where they bought something on vacation that they would never have considered in real life.  Yes you have a totally different mindset when you’re on vacation, and you’re generally more indulgent with gifts (for yourself or others), food and drink.  But there’s another hand at work, and that is of the retailer.  These people know their window of opportunity is limited and the summer months can make or break their year.  They take it upon themselves to understand, from the inside out, their customers, their triggers, and their needs.  Being a part of the wonderful brand of Nantucket got customers into their door, but their knowledge of their customer is going to get them to pay the bills.  Uncompromising values? Check.  Working with your environment?  Check.  Understanding and anticipating what will make your customers happy and satisfied?  Check and check.  These are all the makings of successful customer experiences.  And the more I think about it, there’s no reason I shouldn't’t feel as good shopping at home as I do shopping on vacation.

- Cindy