Archive for November, 2008

You have got to check out Marketing Sherpa.

It’s a little steep to get a one-year subscription to this site, (I think it’s $400?) but if you can swing the cash, the returns might be handsome. I did it, and was able to gain insights that really helped my clients. A membership gets you direct access to the latest and greatest real-life case studies, research, and data on how to maximize your return on marketing efforts, and covers diverse topics like email newsletters, direct response, social networking, website landing pages, and much, much more. If you don’t mind busting open your piggy bank, this could be some of the best money you have ever spent. I think it’s one of the best online repositories of marketing knowledge ever. To get the most out of your membership, join up and read this site voraciously. I do.


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I love this story. It supports everything I believe about the power of branding and savvy marketing. When done right, your brand can withstand anything. The folks at Rock & Republic have it down cold. Read their story here:

“Selling $300 Jeans in a Down Economy,” by Stacy Perman for BusinessWeek

What I really love about their story is how they turned away certain retailers (they even said no to Barneys-gasp!), to create a sense of exclusivity, which ultimately supported their brand and created more fanatical lust for their product. Again, pure genius. What decisions will you make to support and pump up your brand?

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Yikes. Just the title of this article gave me chills.

Retail Darwinism” by Mary Bridges, from Condé Nast Portfolio

My quick read: It appears that most retail buyers are stocking with caution for Spring 09, but some are focusing on items that have a strong emotional pull to the customer. Designers: How can you work this?

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Hi everyone,

Sorry I haven’t written in a few weeks, I have been severely under the weather and now needing to catch up on blogging duties. Never fear, I’ve been brewing up some good topics, so keep checking back for more fashion branding and marketing fabulosity.

Last week, reader Kelly M wrote in with a great question, which I’ll post here with a response, so everyone can see. Thanks Kelly! Here is the question:

“I work for a small manufacturer of eco-friendly products. We are considering attending one of these fashion shows- either Magic, Pool, Project.. etc. We know that Magic incorporated Ecollection this year. By the looks of the description this may be a great opportunity for our company… however we are really unsure if this should be “the one”. What were your thoughts on Ecollection and how would you go about choosing a trade show if you haven’t participated in one before.”

Great question, Kelly. In previous years, the Eco category was given a small section in POOL [last year it was called “(s)econds”], but as you can see the category is growing tremendously, so much so that MAGIC has dedicated a much bigger effort to it with Ecollection. I haven’t been to Ecollection yet but a client of mine showed this past August with good results. Since MAGIC is in fact the largest fashion trade show, I think it should rank high up there in terms of which show you decide to go to. MAGIC probably gets some of the highest foot traffic of all the shows, so to me, showing at Ecollection makes sense. I would definitely choose a big show like MAGIC and show under the Eco category,  as opposed to doing a smaller show that also might have less foot traffic. Basically, you want exposure to as many retail buyers as possible, and MAGIC affords you that possibility.

Also, from what I have seen, POOL is fairly small and heavily dominated by T-shirts and youngish, trendy hipster wear, and it does get less traffic. PROJECT is bigger, and more oriented toward young lifestyle fashion, like fashion jeans and such.

Of course, you have to look at your budget and decide what you can afford to do. But if you can swing the cost, I do believe MAGIC is the place to be. If you decide to do MAGIC, make sure you’re prepared: Make some clean and attractive signage so people can easily see your booth, and bring good marketing materials, even if they are simple and low-budget.

Thanks, Kelly! I hope this helps! Don’t hesitate to write again if you have more questions!

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