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Life Of A Marketing Girl

How Did Olivia Gold Get Started In Marketing? Part One…

July 15, 2018

The Beginning

Launching Life Of A Marketing was a personal desire as well as a professional need. It all started with my experience of wanting to get into marketing and facing many obstacles along the way. The community and platform has received amazing feedback which has been so overwhelming and unexpected. I think it’s only right to share my journey to give insight and understanding on how I got to where I am ( I still have a long way to go) and be an example that perseverance is key!

How Did Olivia Get Started In Marketing - Part One

I started my career firstly through education. I went to the University of East London studying  Marketing and Media Communications. I always knew I wanted to get into marketing, specializing in fashion in-particularly since secondary school. It started when I was in my business studies class and really enjoyed learning about the 4 P’s marketing mix which is, product, price, promotion place. I was so intrigued that this was the basic strategy of developing a product and service. With a love for fashion, I started to research if fashion marketing was a career option and when I discovered I could I was sold, I knew that my passion had a career trajectory.

Whilst I was in my second year of University I started to look for internships to take during reading week or during the summer holidays. I didn’t see much marketing internship at all, this was back in 2011 – 2012. I did see quite a lot of PR internships and thought this could be a good avenue to get my foot in the door.

Work Experience

I got my first work experience opportunity at Flipside PR doing one day a week for 3 months. Later on, in the same year, I got a one week experience at Hello Magazine in the marketing department for a week during the run-up to Christmas. I also worked at New Look part time whilst I was at University and asked the PR team if I could intern during the summer, I got a two-week internship during the summer. By the end of University, I had completed all three internships getting my feet wet.

The Interview Struggle

I was under the impression that having these three internships would help me secure a job once I graduated. That was not the case. I went on endless interviews and I was not getting anywhere. For a year and a half, it was constant rejection even with all the internship experience I had gained. I have been in the reception and the potential employer walked straight passed me, assuming I was not an ‘Olivia’. I have been in an interview room and been questioned about my experienced as if it was not believable. You name it, I have experienced it.

That was a very tough time, trying and receiving constant rejection. But after a long stint of perseverance and various more interviews I finally got my first job in marketing working for a small beauty company. I was so grateful that I even got a yes, after 20+ interviews (which were with some of the biggest names in fashion and media).

I think the beginning of sharing my journey is SO IMPORTANT because I speak to a lot of budding young women who want to get into marketing but are struggling. I can truly understand because that was me. I did not have a ‘connect’ a ‘bring in’. I didn’t know anyone, all I had was my CV and the skills I have picked up along the way and was just persistent to get an opportunity.

Stay focused. Persistent and most importantly DO NOT GIVE UP

 

Part Two Pending…..

Life Of A Marketing Girl

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

March 19, 2018

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

Coming to a Zara store near you, From April 2018, the Spanish fashion empire Inditex (Zara) will be introducing augmented reality app for in-store shoppers. What does this mean? The new innovative, the function will show models wearing selected Zara looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows and customers can click through to buy the clothes. The Business Of Fashion reference states, that the mega fashion house is set to introduce the future thinking experience specifically targeted for younger Zara customers who are in their 20’s and 30’s.

Zara is already renowned for their fast work rate to bring couture and catwalk fashion trends in a matter of days to the high street! I personally could speak for a wide majority of my generation to say that Zara is the go-to for designer-led styles at a high street price point.

 

This is a great innovative development within the fashion industry. As some retail houses are currently struggling to monitor consumers spending power due to financial, social and economic constraints which tighten up the retail market. For Inditex they seem to be nowhere near red and are focusing on following their consumer’s behaviour. Tapping into mindset strategy and using that as a key marketing toolkit and development a new store experience strategy to lure in new and existing customers.

With digital being the future for GenZ and Millennials forefront, Zara is investing in their younger consumers through their new reality display!

The New Age Store Experience - Zara launch an augmented reality app for in-store shoppers

To me, this is a win-win concept. When it comes to brand disruption and not only through an online journey but through in-store experience. Merging two strongest elements within a customers shopping experience. It has been issued that H&M are preparing launch a similar augmented system. But for now, expect to see 120 Zara stores worldwide who will have this within their stores for customers to interact when they visit the store.

It is exciting when brands continue to test new services, it shows the potential that comes with agile and flexible ways of working as a business. Reacting to mindset milestones and implementing activity to engage new consumers. As an avid shopper, it is something to be excited about, as it conquers a lot of practical queries you may come across when shopping. It actually will solve a few when shopping for example;  personal shopping, styling and showing you further diverse options. This is because the system will also enable models to pop up on packages of online purchases delivered to customers, showing alternative outfits.

Innovation is the key, and Inditex is using key mindset insights to tackle and conquer new height which is an exciting concept I the retail fashion industry.

A thumbs up from the Life Of A Marketing Girl team!

Xx

Life Of A Marketing Girl

Style and Truth Ethos – Nailed by Jigsaw’s Immigration Campaign

October 23, 2017

Style and Truth Ethos – Nailed by Jigsaw Immigration Campaign

Generally, some may say for a brand to center a campaign around a controversial political issue such as immigration is a big risk. Well, Jigsaw did that boldly and proudly and it worked!

Jigsaw

Jigsaw- Immigration Fall Campaign

Jigsaw recently launched a new campaign built around celebrating immigration as part of their promotion for its autumn/winter collection.

If you are commuting through central London you will have seen major ad campaign posters taking over Oxford Circus tube station in London and The Times website, as well as many print publications such as Stylist magazine, Metro newspaper, The Independent as well as across social and digital activity. The aim is to show how Jigsaw sources materials from across the world while making the point that without diversity its products couldn’t be made! Which is a strong global message to stand for inclusion and diversity 

For this particular brand campaign, Jigsaw teamed up with Ancestry to help aid communicating the message of diversity and inclusion within the fashion industry! Celebrating the fact there are 45 different nationalities working within the Jigsaw business.

Led by agency The Corner, the campaign fits into a wider strategy and business ethos to stand for something other than just its product but the people who are responsible for making the clothes, or where the material is sourced. Jigsaw brand is now letting consumers know that they have a social purpose as part of its ‘Style and Truth’ ethos that was launched back in 2014.

Jigsaw

Jigsaw’s Marketing Director Alex Kelly expanding on the brands campaign idea and shared with Marketing Week that,  looking at the fashion industry and realised no one talks about the benefits of immigration or the debt we all owe to it,”One of our products could have Mongolian wool, Turkish satin, Chinese silk and Italian buttons, so the campaign will celebrate that diversity at a product level but also a broader level too with the DNA tests all our employees are doing. If other fashion brands follow suit then that’s great because there seems to be a lot of fear in this industry around taking a stand.

Jigsaw

Key Learnings

  • Brands should take more responsibility of taking a social stand within society as designers.
  • Explore what your brand vision is and look to include your ethos within your brand and seasonal campaigns. (you are what you say and show you are to your consumers) e.g. Jigsaw’s brand was built on immigration so they told you and showed you!
  • It is a big risk to be outspoken on political views, however, backed up by research and purpose it is a winning formula to captivate and engage your audience. And create a stronger relationship with your customers on a deeper emotional level.
  • Jigsaw is a great example of a brand that is championing for diversity and inclusion. Racism is a constant topic being challenged within all industries today especially fashion. Jigsaw is contributing to the solution by making diversity imperative to their consumer communication strategy!
Olivia Gold – Life Of Marketing Girl! x

 

Life Of A Marketing Girl

Interviewing For A Marketing Job? – Lola Michaels Shares Her Expertise!

May 9, 2017

 Interviews, Interviews, Interviews….

Particularly in the creative industry, the interview process can be very vigorous. Never let that put you off – it is purposely designed that way to see if you can withstand the pressure. The creative industry is very rewarding, however working well under pressure is a vital skill to have if you want to pursue a career in this line of work. The process also tests your self-endurance, as it can often last for a course of three weeks, and even longer for them to deliver the final verdict.

What you can expect to experience within an interview process (this may vary):

An initial phone interview with HR
1st stage interview – Is usually with someone in a managerial position – share some knowledge regarding educational and career background and asked competency-based questions
2nd stage interview – You will meet with your poential manager and someone a bit more senior – asked to do a 10-15 minute presentation.

Within the #LifeOfAMarketingGirl posts, we want to give you positive tips and advice on how to conquer the interviewing process. More than anything else, it is truly a test of mental strength and is more about how you view yourself as a person.


Here are some key points to remember when interviewing:

See an interview as a conversation rather than a test

Often times, we believe that interviews are done to catch us out. Absolutely not! Start viewing it as a conversation and an opportunity to get to know your potential employer. Remember, as much as they need to decide whether they are a perfect fit for they company – you also need to know whether the job is right for you.

interview

You being seated in that room means you ARE good enough

Being called to come have an interview, means you have been shortlisted as one of the best candidates. By reminding yourself of that, that should allow to walk in the interview with the utmost confidence.

Don’t ever feel discouraged after an interview – keep going!

It is very important to not to feel discouraged straight after an interview. If you feel you could have done better, take those learnings and write them down. Prepare yourself to be better equipped for the next interviews you have lined up.

Guest Contributor – Lola Michaels x

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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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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!