"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."
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion