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strategy

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

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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