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.”
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)