LOS ANGELES — From lifestyle brands and street lines to junior and contemporary fashion labels, apparel companies all face the challenge of breaking through the noise to reach their customer.
Here are some strategies employed by key players in the industry — Tim Garrett, vice president of global marketing for Globe International Ltd.; Michael Glasser, executive vice president of Citizens of Humanity; Jay Lester, president of Hot Kiss, and Peter Kim, president of Drunknmunky — speaking on a roundtable on “Connecting With Your Tribe.”
Knowing authenticity comes from athletes: “We have separate surf and skate teams,” Garrett said. “What’s great is that eventually, these athletes become brand managers for the company, which gives us credibility and a better teen connection.”
Staying relevant on all fronts: “Today’s core consumer does everything — they’re not just about hip-hop — so you have to cast a wider net,” Kim said.
Approaching teens not as an age category: “I have a 13-year-old daughter who thinks she’s 25. It’s about the mind-set,” Glasser said.
Using guerrilla marketing: “We like to attend and sponsor music festivals, nightclub events, to see kids in their truest form,” Kim said.
Targeting celebrities: “We have one person dedicated to this and we’re fortunate that we can get great-looking women to wear our jeans, including Cameron Diaz, Britney Spears, Alicia Keys and Cindy Crawford,” Glasser said.
Using focused advertising as a tool: “We communicate our message through fashion that is current and trendy,” Lester said. “The product is what brings them to Hot Kiss.”
Staying true to your course: “One of the hardest things is listening to what stores think the consumer wants,” Glasser said. “We put blinders and ear-plugs on.”
Bringing newness to the market is key: “Our challenge is delivering new product every two weeks,” Lester said. “Our ability to produce domestically is our biggest asset.”
— Nola Sarkisian-Miller