The secret to connecting with Millennials online? Give ’em something to talk about — and post, tweet, like and share.
A panel discussion on the online lives of the Millennial consumer returned several times to the importance of engaging with consumers in the social media sphere and giving them tools to connect in a way that serves the brand.
Katrina Lake, founder and chief executive officer of Stitch Fix, stressed the importance of storytelling and personalization. The Next-Gen retailer links customers with personal shoppers, who choose and send them five items that match their style.
“When you get a ‘fix’ of five things, those things were picked out just for you; you’re getting a note from a stylist that explains why you got certain things,” Lake said. “The fix itself is a conversation. [And on social media] you’re looking for feedback from your friends. You want guidance on what you should keep and what looks good on you. The fix itself is a way for [the stylist] to engage the customer and to have her engage her network and her friends.”
Lake said the company thinks hard about how it can help stimulate conversation around its products. That social interaction also has to fit in easily with a brand’s other online efforts, said Milton Pappas, president of e-commerce at The Jones Group Inc.
“Millennials…really want seamless integration across all these [digital] channels,” Pappas said. “It’s really about how, if I can start a transaction on my mobile device, I may go to my iPad, I may go to my desktop, but then I want to have multiple options of how I want to get that product. Can I buy online and pick it up in the store? How can I get more information from my [social network] with sharing and advice.”
And all of these changes are starting to change who’s in charge.
Matthew Berglass, president of executive search firm Berglass + Associates, said the importance of digital is helping to push marketing know-how to the fore.
“For a long time, consumer products, apparel, soft goods were merchant driven,” Berglass said. “[Now] the marketing role has emerged as a key role. The chief marketing officer’s not only a different type of person; I think it’s a person who we’re seeing transition into leadership roles, chief executive officer roles.”
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye