"The consumer has evolved," said Mila Mendez, executive director of e-commerce and m-commerce at Laura Geller.Big tech companies have taught consumers to expect more, especially in terms of personalization, she noted in a talk with Olapic's chief marketing officer, Rachel Meranus."If we're talking personalization in the digital space, I like metaphors.... I look at personalization as a five-star hotel, 24/7 the best concierge service, on steroids," she said. The choice on the brand side is either build those experiences or be the "lower-rated Motel 6," Mendez said.She urged brands to go through data and analytics tailored to their specific customer, which in turn will build customer loyalty. Content plays into the strategy as well, where user-generated content can be used in-store, on the site and to showcase brand products, Mendez said. "Home shopping was the original YouTube tutorial space," Mendez said, talking about Laura Geller's origination on television. The brand was frequently featured in discovery tutorials, she noted, and that has ramped up into more regular appearances in YouTube makeup tutorials."In the TV space, a few times a year you have a really big day, and it's not a space we want to forget," Mendez said. "But we wanted to merge the two, we wanted to merge the customer that's been there for this brand and then expand beyond that." The brand offered 48 hours where staff was available to answer everything from shade to ingredient questions of its consumers."We really got a response to say, 'Oh my God you guys, you answered to us,' and that was never done before," Mendez said. "We were able to bring a completely new set of viewership to the channel."Laura Geller also tested out the customer-service Instagram, but found customers wanted to reach out at various touch points, she said, adding, "wherever they were comfortable."Mendez urged attendees to focus on the personalization experience they could bring to market the fastest, either e-commerce, content, customer service or in-store experience. "Figure out what your end goal is and what you want to look like and try to chip away one goal at at time," Mendez said. "Brands are in need of becoming publishers."
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim