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Life Of A Marketing Girl

Life Of A Marketing Girl

From Working For Wolford To Wolford Becoming Her Client – Meet Sidonie Goldman

April 23, 2017

 #LifeOfAMarketingGirl Interview – Meet Sidonie Goldman

A PR and Marketing expert who left France 20 years ago for an internship that lead her to meet and work Joesph Ettedgui, then go on to head up Wolford EU marketing team and now has branched off to start her own agency!

I get to share with you how taking a leap of faith, can get you to the top! It doesn’t matter where you are from, what you believe is possible will be possible. Meet a dear friend and #BOSS in  her own right.

  I get to share with you how taking a leap of faith, to start from the bottom! It doesn’t matter where you are from, what you believe is possible is possible. Meet a dear friend and #BOSS in  her own right.

What is your job role?

My job role is communicating with my clients on a very regular basis and reacting very quickly to what they need, planning and finding solutions based on ROI and ultimately increasing their T/O. It is also overlooking my small team and making sure we are all on the same page and working towards the same goal.

What does that entail?

I take care of my client’s needs daily. I do PR, Commercial Marketing and social for them. One day we do a photoshoot for a campaign or pitching a product to the press… It is really varied and this is what makes it so fun and interesting.

What big brands can you share that you have had the pleasure in working with?

I have worked with Joseph – working very closely with Mr Joseph Ettedgui himself, an incredibly inspirational man with a heart of gold. During this time, we were working with brands such as Alexander McQueen, Stella McCartney, Sophia Kokosalakis, Pucci, Missoni, Costume National.

Sidonie Goldman

I then worked with Wolford and had the chance to be involved in collaborations with brands such as Vivienne Westwood, Giorgio Armani, Karl Lagerfeld. One of the very exciting moment at Wolford was launching the social media platform with Twitter from the UK. I remember working already with a few bloggers, at the time in 2008 it was quiet new!

How did you get into the industry?

I left France 20 years ago. I left my job for a non-paid internship that gave me the opportunity to get a “foot in the door” and start in the fashion industry. It was only after a year doing parcel collections and coffees that I got my job at Joseph getting back to PR which was what I had studied.

What would you say is special about your job?

The incredible opportunities to meet truly interesting and inspirational people all the time… I have learnt so much…

As a marketer, what do you think is the gem to propel you to success

Hard work, having a good work ethic and remaining focused on the commerciality of each project.

 Sidonie Goldman

In the Industry do you look up to any other women in your field?

Most of the time I loved to hear what Jane Shepherdson had to say. I went to one of her talks, she was amazing and fearless with a very good entrepreneurship head on her shoulders.

I also have a friend Emma Sinclair, she is an amazing woman – the youngest in the UK to have IPO’d her company at 28 years old. She is a business mentor and a UN business ambassador. I always love being with her and listening to all her stories. She is incredibly strong and focused and is also great at introducing people to each other – a super woman!

What is the most rewarding campaign

When I was working for Wolford we were pushing a collection which was slightly different from what the brand was normally doing. It was a collection of very visual and sexy hosiery – not for everyone! I got in touch with Cheryl Cole’s stylist. Cheryl was then the new judge on the X-Factor and on a Sunday night during the semi-final and in front of 10 millions viewers, Cheryl introduced her new album and was wearing a pair of Wolford tights and a blazer.. and nothing else…!

It was a bit of a surreal moment – it was before social media so I was jumping up and down on my sofa screaming!!

The following day, Wolford sold out of the “Cheryl tights” on and off line and had to re-order 600 pairs for the UK.

One customer even came to one of the stores and asked to purchase 40 pairs for her hen night!!!

#GOALS !!

Wolford

Who was/is your greatest teacher?

I have a few!

I have learned so much about high fashion from Joseph.

My father taught me intuition, process and hard work, he is always pushing me out of my comfort zone.

My husband taught me business, he is incredibly good at numbers and I am not!! He is also very calm and pushes me to budget, forecast, business planning, he can “read” an Xcel file like a book, its amazing!  etc..

Also in luxury fashion/lifestyle, I always ask myself, would I buy this or would I be happy about the experience if I was the client? Attention to details is an absolute must and nothing should be rushed.

Most valuable lesson

Managing my time, prioritizing and knowing to delegate.

Last words:

My family again and again! 

Now thats a Marketing Girl Boss!!

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Life Of A Marketing Girl

Are luxury brands for ‘The Culture’ ? Let’s take a look!

April 3, 2017

Brands such as Dolce & Gabbana and Gucci are shifting from their traditional marketing strategies. They are now taking Inspirations from youthful, savvy, cool, brands such as Supreme, Kith, Van’s and many other fashion conscious brands!

When I think of street wear brands the first few that spring to mind are:  Supreme, Fear Of God, Kith, Vans, Bape and Off-White. The hype beast sports luxe Vibe.

The culture behind street wear style is more of a movement and lifestyle influenced by fashion, music, art as well as the diverse sub-culture trends in the millennial era. Collectives are formed through natural friendship. Projects are collaborated by cool individuals vibe together to create amazing content.

GUCCI

luxury brands

Gucci introduced a new watch collection and embarked on a #tfwgucci campaign to launch their new watches to retail. The collaborative meme project created by Gucci creative director Alessandro Michele, commissioned various artists to adapt meme features as a social media campaign around today’s sassy internet culture.

I was awakened by the ‘left wing’ approach for the watch campaign. Compared to their classic marketing strategy of sticking to ‘picturesque’ editorials, spectacular dreamy locations and using the most famous super models to grace the cover of Vogue and the many other reputable publications. This is a key example of a luxury brand tapping into the new normal forms of marketing that street wear brands have been using to connect to their customer and speak about the culture to the people within the culture.

DOLCE & GABBANA

luxury brands

Next we have Dolce & Gabbana renowned design for its classic Italian intricate design. Designer Stefano Gabbana announced that the brand was embarking on a new strategy to showcase their latest collections for during fall fashion week in Milan. #D&GMillenials – The theme was blasted all over my social media and all fashion online sites, you couldn’t miss it. Dolce & Gabbana’s Fall 2017 included millennial influencers, bloggers and many celebrity offspring in the modelling industry!

Again here we see another classic luxury fashion brand embracing culture relevant influencers who are the go-to creatives within the fashion, music and art industry. Not to mention today’s influencers who are now famous for being a cool creative.


Insight and Tips

  • To sustain relevancy and be at the fore front of the industry to appeal to new consumers. Luxury brands are shifting from traditional marketing strategy and homing in on the emotional connection stemmed from young savvy, internet crazed and fashion conscious consumers.
  • Some Luxury brands are finally understanding that they will not be seen as ‘cool’ if they are not working or collaborating with those who are the main voicers to the trendsetters of style. And they are seeing it’s not the super model it’s the young girl with a colt following that embodies dope style just because.
  • You cannot only speak to customer base of class demographics aka (someone who can typically afford luxury). More young girls and boys are willing to safe and invest in their pieces which is an authentic consumers.
  • ‘Bottom’ influencing the ‘top’ – Where grassroots and street style associated affordable brands are the leaders of birthing new trends and luxury brands are looking at their strategy and looks for inspiration.

Luxury brands such as, Gucci and Dolce & Gabbana are great examples of shifting their marketing strategy and moving with the times to stay relevant. This is very important for product brands, if you stay the same you lose out on new audiences and opportunities. A key learning is here – Keep up with the times or be prepared to get left behind!

 

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Fashion

For The Love Of Pink!

March 26, 2017

Don’t you just love pink?  As a girl it represents so much and if you have seen my last post on the Life Of A Marketing Girl I delved a lot deeper and dissected what Pink represents. I spoke about how from a marketing prospective, how powerful pink and other colours Influences trends, culture, brand relevance and even buying behaviour. In the world of fashion and feminism – Millennial Pink stands for all females out there, who are a combination of stylish, fashion girls/women who are passionate about their purpose, career, embracing their sexual power whilst maintaining being and a GIRL BOSS! For more click here

Now To The Outfit – I rediscovered my love for pink in December when I went to Amsterdam with my boyfriend end of last year. I randomly bought a pink jumper and it fit so well with a burgundy skirt I whore with red boots. Since then I have fell back in love with pink and to be honest as spring is here, it is the perfect time to add pink to my list colours to experiment with.  

Some of your favourite fashion brands as embracing this shade especially with SS17 collections. Brands such as Zara, Topshop and the likes of: Rihanna Fenty x Puma, Valentino, Balenciaga and Celine are all hot on Pink. I paired a beautiful ruffle Zara top with Missguided jeans that I love and finished of the look with classic Jimmy Choo’s in a suede sorbet blue pumps.

 I can happily say I think pink is my colour LOL. So next on the colour mood board is yellow, I’m excited and want to enjoy stepping out my comfort zone. I hope this inspires you to do the same!

Pink, pink, pink Pink, pink, pink Pink, pink, pink Pink, pink, pink Pink, pink, pink Pink, pink, pink

TopZara

TrousersMissguided (similar)

ShoesJimmy Choo’s

PhotographyVinn

Olivia Gold x

Life Of A Marketing Girl

The Girl Power Pink That Is Taking Over Social Media!

March 23, 2017

Want to know why today, pink colour palletes are taking over social media! Some may call it millennial pink & it’s not going away anytime soon.

You can call it Tumblr Pink. Girl Power Pink. Even feminist Pink! One of Pantone’s colour  references for the shade is – Pink Flambe! Whatever you may consider it to be, it’s hear to stay and I can tell you why!

Let’s take it back a little. When you were a little girl, pink is the first colour that most girls identify with. Some may say it represents the signature Barbie, girly girls and the ‘typical’ idealistic ideas and connotation of a female. Fast forward to 2016 the feminine shade is bigger than the infamous Barbie doll. The tone has now evolved to hold a whole new meaning to PINK.

Girl Power Pink

What does ‘Millenial Pink’ mean in 2017?

The girl you think that cares about looking pretty – she can run a business, wear 5’inch heels, give birth to some babies and make a house a home, basically women are the foundations to life. However we are not perfect but we matter and basically we are the bomb.com! The millennial pink shade is taking the traditional consensus gender role and flipping it on it’s head – owning its power with a new depth of influence.

In 2016 it was called the Tumblr pink according to @NY Mag and has since developed into a palette of tones that we have never seen before, even though we have, it’s just the meaning is something completely different now!

Some of your favourite fashion brand as embracing this shade espeacially with SS17 collections. Brands such as Zara, Topshop and sme your favourite designers by the likes of: Rihanna Fenty x Puma, Valentino, Balenciaga and Celine are all hot on Pink.

It makes you think from a marketing perspective how powerful colour Influences trends, culture, brand relevance and even buying behaviour. In the world of fashion and feminism – Millennial Pink stands for all females out there, A combination of stylish, fashionable girls/women who are passionate about their purpose, career, embracing their sexual power whilst maintaining being and a GIRL BOSS!

Girl Power Pink

Let the Millennial Pink reign on!

 

Life Of A Marketing Girl

Why Inclusive marketing should be on your agenda in 2017!

March 5, 2017

Are we finally seeing inclusive marketing to the industry – I’ll let you be the judge!

With the breakthrough of young creatives taking the internet into their own hands and creating their own channels to produce original content. We now have our friends and friends of friends acquiring the same amount followers, impact and even engagement comapred to some of your favourite brands. Upon analysis a first thought is; yes finally we don’t need to be a model, celebrity or a known person to seen or heard, you can just be yourself!

But with new ground-breaking campaigns by the likes of L’Oréal Paris and Nike, they have infused a marketing strategy that will open the minds of traditional marketers. That is called Inclusive Marketing!

What is Inclusive Marketing?

Inclusive marketing is simply marketing that doesn’t target one demographic and doesn’t rely on the traditional stereotypes we set up of ourselves and other people.

Why Inclusive marketing should be on your agenda in 2017!

Traditional marketing strategy is centred on demographics as it relates to the products or service in question. For example, A Gucci customer could be seen as demographically: White, middle class, male or female, who works In the city. However what about the young black girl who loves luxury fashion or the millennial Asian entrepreneur who mixes high end and high street fashion.

Demographics is a 2D way to breakdown people and things to make singular. In 2017 with the voice of your customers in your Instagram comments, Snap chats, YouTube reviews and on Twitter who are fearless twitter finger consumers ready to be heard at their digression in less than 40 characters. It will be highly isolating to bench-mark people against old fashioned stereotypes and statistics based on race, gender, religion and class. Yes they play a factor but are not the substance of your customer and justify a brands report to back their marginalised marketing campaign attempts.  

Why Inclusive marketing should be on your agenda in 2017!

Sportswear giant Nike launched a culturally rich, empowering campaign that pays homage to Middle Eastern athletes and explores the challenges young Arab women aspiring to a professional sporting career may face. Yes, there are achingly cool close-ups of the signature Nike swoosh but this bold campaign goes far beyond selling hi-tech breathable sportswear, it delivers the region’s spirit and millennial outlook on what it is to be a Nike woman in the Middle East circa now.

Now that’s inclusive and powerful, go Nike!

Life Of A Marketing GirlTips and Take away:

  • Accommodate diversity as an imperative strategy guideline, for a cross global execution
  • Show sensitivity, less face value gratification and more emotive touch points as communications tools
  • Don’t lose focus on your target audience, however still consider other groups within your business development and follow through to activation launch.
  • Change the game – Change the way people think. Inclusive marketing should be strategy in ALL marketing teams. It should be heightened to fit the needs and wants of your business product and service and not be dismissed.

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