Get ready to invest, future digital players. Technology that was considered cutting edge or experimental is now mainstream. So said Denise Incandela, chief marketing officer and president of Saks Direct.
“Yesterday’s emerging features have become a cost of doing business,” she said. “Dynamic product recommendations and dynamic product videos are emerging technologies we’ve been watching for 10 years. Fit technology, virtual technology, global and more and more.”
The ability to become an omni-channel and multichannel retailer “has become critically important, to share information across channels and be everywhere on the Web.” Incandela said. “Personalization, which Amazon.com spearheaded many years ago” will be big. “There’s a data explosion that’s allowing us to think about one-to-one marketing. I see homepages unique to each customer. Life-cycle marketing will become critical,” Incandela said, explaining that Saks would analyze a consumer’s spend for categories that haven’t been purchased in a while, say cosmetics, then appeal to the shopper with a special offer in that category.
Incandela said that Saks is grappling with how to “meld all the amazing qualities of the store with the rich content of the Web. Digital disruption is completely changing the way we do business.” Multichannel shoppers are four to six times more valuable than single-channel customers,” Incandela said, adding that the lines between channels are blurring.
“There will soon be more mobile phones out there than computers,” she said. Consumers will want the flexibility of shopping on their phones or tablets, buying online and returning to stores. “The onus is on us to take the disparate channels and make an omni-channel experience,” Incandela said. “You can whip out your iPod in stores and read product reviews.”
Social media has implications for the store experience since it has shifted more control to the customer. Incandela said Saks is working on ways to engage this customer. “We are very active with Facebook and Twitter,” she said. “There’s an opportunity on the marketing and loyalty side. We could offer targeted opportunities to customers. There’s crowd sourcing. We haven’t begun to leverage the Web site.”
Saks’ Web site features several different shopping formats and events. A vertical scroll promotes a Valentine’s Day gift shop, Gucci’s spring runway collection, new spring handbags and shoes and contemporary first look.
Saks’ FashionFix tab leads to the retailer’s flash-sale site. “We find our best customers are disproportionately spending” on the flash-sale site, Incandela said. “FashionFix is attracting new customers. We’re looking at is as incremental spending. It drives the full-price fashion business.”
Incandela said she’s not dismissing established marketing tools such as direct mail and print advertising, but there’s been a shift in terms of budget allocation. “Ten years ago, marketing meant magazines, newspapers, CRM [customer relationship management],” she said. “We’re building digital marketing capabilities. Digital is more efficient and effective.”
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion