November 1st 2013 marks the official launch of triumph.com in the USA: consumers across the nation can now shop the Maker of Lingerie's iconic collections 24/7 on the online store www.us.triumph.com.
After the first two brick & mortar stores recently opened in Long Island, NY, Triumph reaches out to American women across the nation, offering its variety in lingerie, loungewear and swimwear, from the classic, evergreen Amourette to he fashionable shape wear, from its seductive Helena Christensen for Triumph collections to the recently launched Accessories lines.
Another milestone in the expansion of the brand in the USA!
Enjoy (and shop) on www.triumph.com!
TThehe space before the brand: fertile ground for marketinRead more: http://wallblog.co.uk/2013/07/05/the-space-before-the-brand-fertile-ground-for-marketing/#ixzz2YN06YcSU Follow us: @brandrepublic on Twitter
The space before the brand: fertile ground for marketing
Very interesting and thoughtful read from Damon Mangos, posted on 5 July, 2013 on WallBlog.
Audiences demand more from the media and advertising that surrounds and interrupts them.
Let’s simplify things. We are trying to sell people stuff. A hard sell, a knock on the door isn’t going to work, unless people have made a decision based on need and are ready to transact.
A high impact emotive pitch via TV and print is not enough. It’s about forming a relationship and beyond this ‘going steady’. Where your audience selects you above all others, keeps coming back, seeks you out, engages with you and talks about you to their friends.
How do we achieve this?
Well as a digital practitioner for the last 12 years – I’ve learned my craft building digital campaigns and platforms for number of leading global brands – learning from and with them in equal measure.
Above-the-line advertising without doubt has impact and exists in channels where our audiences are in great numbers. But for me it is that seductive and fleeting glance across the room – creating desire, without the follow through.
It’s what happens next and where, that drives the relationship further. Desire must be maintained. Digital channels – both on site and in social – are the place where this relationship can develop and flourish.
At Delete we’ve coined a phrase – ‘the space before the brand’. For me this is the fertile ground for marketing, by creating a campaign or piece of interactive media that engages the audience before the hard sell. It’s an opportunity to invite your customer into a more neutral space, to explore the values and culture of your brand, often through a campaign but equally as main site destination.
It can be as simple as building out a more visual content rich layer on your eCommerce site through to a complete campaign framework that moves beyond your product range in to making your brand relevant to a person’s life.
What characterises this ‘space’?
There must be a value exchange either as information, rewards, entertainment or experience.
This space also allows the brand to move beyond any rigid brand guidelines. It can break with convention and show a more accessible side to what you do. It also allows you to embrace cultural and popular cultural zeitgeists.
A great benefit of this extension is connecting with newer and wider audiences, and overcoming past preconceptions.
Some people call this content marketing – but I believe it’s more than content – it’s cultural marketing. Culture is more than brand values, pictures or copy – it’s a less defined and more emotive place. Greater than the sum of it’s parts and if done right a very evocative and effective medium.
It all starts with us building a culture for a brand whether this exists naturally or not. Assessing existing content, values, brand guidelines to develop a creative cultural positioning which we can build on and grow. This culture surrounds the brand and gives it definition and relevance. Generating inspiration and ultimately motivation to move further along the funnel to purchase.
Brands, through their agencies, create and maintain desire. And while digital has certainly changed over the last twelve years, what has been consistent is its ability to move beyond a one-way exchange.
The audience is involved and invited to participate developing connections with the user’s own interests and building trust and loyalty, through a relevant experience that sits in front of the transaction.
Working with Expedia recently we have built an interactive application that sits within Metro newspapers’ Digital Editions. Presenting the user with valuable content in the form of City Guides ‘Through a Different Lens’ (pictured). It’s an inspiration layer and culture around travel – giving the audience a chance to explore. This builds a relationship – where you no longer have to push your product the consumer comes to you. It’s a softer way into a relationship but hopefully a more rewarding and longer lasting one.
It’s a brand saying “this for you – if you like it come back, tell your friends – no obligations.”
It’s a giving relationship that brands have to be confident and committed to. It takes time to establish and build out your cultural values into viable and engaging content – but a path well worth considering in this age of earned media and social recommendation.
The value in considering a more cultural approach to marketing and investing in the ‘space before the brand’ builds a framework for a longer lasting relationship with your customers.
We are after all cultural animals and we thrive in good relationships.
The Strange Case of the Naked Man in “La Redoute” ad image and The Brilliant Case of 3Suisses Facebook counter-campaign.
It’s all happening in France. It is all exploding around end of 2011 and beginning of 2012. What a disgraceful way of closing 2011 for French fashion retailer La Redoute and what a hilarious and brilliant counter-campaign from its direct competitor 3Suisses.
An educational and inspiring story about competition and, sad enough, about failure in management, incredible when it comes from structured and organized contexts such as La Redoute, from PPR Group.
Here’s the story. Towards the end of 2011, Uk based fashion website and blog Stylist.co.uk, looking at one of the online visuals from La redoute’s website, discovers there’s a naked man (yes: A NAKED MAN) happily bathing on the background of this Kidswear visual (yes: KIDSWEAR AD VISUAL). Take a look at the image below:
The French fashion retailer quickly apologizes for the photo in which the naked man appears behind a group of children advertising beachwear. La Redoute is forced to try to control crowds of French people and consumers, commenting sarcastically or furiously against the failure on all Social Media, apologizing on Facebook and eliminating the photo.
Obviously in the meantime the image has gone wildly viral on the Internet: montages appeared on the internet showing the naked man in some iconic images, such as the Moon landing.
In one of the spoof images the face of the disgraced former International Monetary Fund chief, Dominique Strauss-Kahn, was pasted onto the naked man.
A spokeswoman for La Redoute, quoted by the AFP news agency, said an internal inquiry had been launched to determine how the error had happened.
The error was compounded by the fact that La Redoute provided a magnifying glass so that people could examine the beachwear close-up.
Some tweeters remarked that the "bad buzz" surrounding the photo was actually useful publicity for La Redoute.
Now, the question is: “How can it possibly be that such scandalous photos do get to publication without being stopped in post-production?”. This is unacceptable. In my personal experience with dozens of shootings for fashion brands, with photographers of every kind, style, level and background, I have gone through dozens of checks with dozens of key levels of control, for every single image, in order to spot hair on an arm of a model or a wrinkle in a pant which would ruin the aesthetics of the pic and these guys at La Redoute, brand of the celebrated PPR Group, fails so heavily on such a delicate matter?
On the counterside, though, we cannot but admire and applause the quick reaction of La Redoute’s main mail-order competitor, 3Suisses, who immediately launched this brilliant Facebook Campaign
Translated from French its claim says: “It is clear that not everybody knows we sell bathing suits”.
This prediction thing possesses us again and again around this time of the year...funny enough, it is spreading rapidly among Internet pundits and users...
Great read from June 30th 2011 print edition of The Economist...Yes, we are living in the era of "information overload" and how this has affected our daily lives and social behaviour is quite evident to all of us. Major discontinuity versus last era's information theory is that this overload, this entropy is coming from millions of focal points, millions of end users, it is being continously and increasingly generated by us. We are the information entropy. Enjoy!
GOOGLE “information overload” and you are immediately overloaded with information: more than 7m hits in 0.05 seconds. Some of this information is interesting: for example, that the phrase “information overload” was popularised by Alvin Toffler in 1970. Some of it is mere noise: obscure companies promoting their services and even more obscure bloggers sounding off. The overall impression is at once overwhelming and confusing.
“Information overload” is one of the biggest irritations in modern life. There are e-mails to answer, virtual friends to pester, YouTube videos to watch and, back in the physical world, meetings to attend, papers to shuffle and spouses to appease. A survey by Reuters once found that two-thirds of managers believe that the data deluge has made their jobs less satisfying or hurt their personal relationships. One-third think that it has damaged their health. Another survey suggests that most managers think most of the information they receive is useless.
Commentators have coined a profusion of phrases to describe the anxiety and anomie caused by too much information: “data asphyxiation” (William van Winkle), “data smog” (David Shenk), “information fatigue syndrome” (David Lewis), “cognitive overload” (Eric Schmidt) and “time famine” (Leslie Perlow). Johann Hari, a British journalist, notes that there is a good reason why “wired” means both “connected to the internet” and “high, frantic, unable to concentrate”.
Yet another fashion blog