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.”
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)