Browsing Tag

ralph lauren

Life Of A Marketing Girl

See Now Buy Now – The New Blueprint For Luxury Brands?

June 7, 2017

Luxury brands are rewriting their creative and marketing approach with a new blue print.

Introducing-  ‘The See Now, Buy Bow’ 

Are long gone the days of purchasing items a season ahead or 4 months before the collection is released online or in-store? Well brands such as Tommy Hilfiger, Tom Ford and Ralph Lauren seem to think so. As one of the first of many luxury brands to have implemented this new business sales approach, it seems we may be in the midst of a revolutionary time in the age of luxury commercial marketing, strategy and customer experience.

The see now, buy now strategy has been evident in the high street circuit for years now, but not in history for a renowned global brand just yet. As there have not been many case studies or long-term results to support this strategy shift.

See Now Buy Now

But lets really think about it, from a marketer perspective this makes sense!  The industry is finally playing catch-up with who their audience is. For year’s global brands with a huge corporate machine including the fundamental departments such as: production, design, marketing and sales etc. have now marched to the tune of their own drums and have failed to listen to the pattern of their evolving consumer, growing demographic and millennial savvy shoppers.

Luxury analyst Luca Solca contributed via NY Time on her thoughts on the current phase as an experimental mode, due to the lack of aggression in this strategy.

In my opinion, change is good and it is important in today’s market that fashion business’s take more risk, than standing still! We cannot hold onto what is and is not a marketing tool. It is our job and commitment to listen to what customer are asking for and as a fashion enthusiast and marketers to then provide customers with what they want and when they want it.

It doesn’t mean that all luxury brands should leave their current production and sales strategy and start from scratch. All I hope is that develop and improve on what is there. Brands such as Ralph Lauren and Tom Ford have, which highlights that change and innovation works when executed correctly leaving minimal risk of failure!

See Now Buy Now

Luxury Brand Testimonies

Tommy Hilfiger transformed its whole entire business model to the see now, buy now strategy. Showcasing the in-season collection at the #TommyNow show in 2016 resulted in 60% sale increase and 900% increase in website traffic! Via Business Of Fashion

Tom Ford’s A/W winter campaign, photographer Inez van Lamsweerde and partner Vinoodh Matadin created 14 campaign image, six videos and a catalogue of celebrity portrait fronts in under 24 hours! Via Business Of Fashion

Olivia Gold x

Life Of A Marketing Girl

Want To Get Into Digital Fashion Marketing – Meet Tasha Antwi

March 12, 2017

From studying digital marketing in University and having an idea that digital fashion was the future. To Now Working with Bottega Veneta, Ralph Lauren and even Blackberry.

Meet Tasha Antwi.

Get to know how SEO content, blogger outreach and influencer marketing is a #GirlBoss career!

Digital Fashion Marketing

What is your job role?

Organic Performance Team Lead & Digital PR

What does that entail?

I’m the lead on 4 accounts, providing SEO consultation on on-site and off-site SEO and content marketing. I work on overall SEO and content marketing strategy, blogger outreach and publications.

I’m also looking after the new Digital PR offering due to launch this year. This will involve upscaling influencer marketing, and identifying grass-root influencers.

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

Early on in my career I had the pleasure of working with big brands such as Bottega Veneta, Ralph Lauren, Mr Porter, Barbour, New Look, Kurt Geiger, BlackBerry and much more!

How did you get into the industry?

I actually came across SEO (Search Engine Optimisation) while doing my dissertation at university, which was all about online advertising in fashion. At the time, I knew I wanted to work in marketing, working with big fashion brands and digitally.

Back then SEO, and ranking highly in Google, became a big thing as ranking highly in Google but you in the position to drive the most traffic to your website.

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

Working for a data led digital marketing agency, it’s been exciting to see how data can be used in such a clever way to formulate marketing strategies. Being proactive in learning and becoming an expert in this ‘new idea’, testing it and showing results is what makes you stand out. Especially when it comes to Digital Marketing. 

In the industry do you look up to any other women in your field? If no, do you think there is a lack of e.g. female CMO’s, female creative marketers and female mentors?

One person I look up to in the industry is Jenny Thompson who is the Head of Data and Advanced Analytics at Forward 3D. She is the most down to earth person I’ve ever met, and is soo smart and compelling.

I do feel there is a lack of women in senior management positions, especially women of colour. Unfortunately when it comes to tech and digital marketing, we just don’t get enough women of colour applying for roles!

What is the most rewarding campaign or achievable win that you are most proud of?

Ralph Lauren, I was proud to be a part of the Abbey Road campaign, promoting the launch of their 60’s inspired AW14 collection. I was in charge of inviting influencers to the event, and designing and creating additional content around the collection – to outreach and gain placements online.

Who/what is your greatest teacher?

My greatest teacher would be my faith. Being a Christian is what makes me who I am, and is the foundation of all my values. Values that shine through at work, which I hope one day also inspires people. Matthew 19:26 “But Jesus looked at them and said to them, “With men this is impossible, but with God all things are possible.”

What is your most valuable lesson?

One of the most valuable lessons I learned from my dad. He was a man full of regret about the things he didn’t get to achieve in his life, due to various situations. He taught me to always take chances, what’s the worst that could happen?!

You can fail but then you would be at peace knowing you tried that thing you always wanted to do.

Now thats a Marketing Girl Boss!!

Find out more about Tasha Antwi- Click below!!!