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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@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)