Larry Promisel had one key takeaway for attendees: “Perfection is the enemy.”
The senior vice president for digital commerce at Camuto Group spoke on “Tactical Convergence from a Global Brand,” and for the past 18 months has been building Camuto’s digital infrastructure.
He emphasized at the outset of his presentation that in trying to balance the customer experience and achieve one’s goals, one shouldn’t try to be so perfect that he or she misses the opportunities that are out there.
“Sometimes you have to let it go and fix things on the fly,” he explained. According to Promisel, having a presence online isn’t just about e-commerce anymore. “It’s digital,” he said.
Camuto still does its fair share of direct-to-consumer e-mails, and has a 3 percent response rate, he said. That’s considered good in the industry.
Promisel also told attendees about the company’s college program, which uses “peer-to-peer digital engagement to target Millennials.”
In Camuto’s case, these individuals become brand ambassadors.
“Each [participating] campus has one brand manager and one fashionista,” Promisel said, explaining that they target their family and sorority sisters to increase social engagement and brand awareness within their network. “When they graduate, we graduate with them. We give them an interview suit” and help them with their interviewing skills, Promisel said. He noted that at least two have become full-time employees at Camuto.
He also told attendees that one “can’t repurpose content” because of the different channels, whether online, mobile or other media. Each channel requires content to be framed differently, he said.
He also told attendees of the shopping wall that was put up on 77th Street and Third Avenue in New York, where a new store is set to open. The company used the barricades to engage passersby in some pre-opening events, such as sweepstakes and QR codes for fall product. It’s an opportunity to drive sales offline to online as the QR code enables passersby to buy while they are walking by the site.
According to Promisel, there was no reason not to use the barricade to drive sales since the company is “already paying rent” at the location.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)