Technology..

I think it's pretty clear from secondary research (the internet is my new best friend) and feedback from the girls who actually experienced NY, that the city is pretty ahead of the UK in terms of technology.
Many brands throughout the US have jumped on the technology bandwaggon & are now aiming to create a variety of interactive experiences for consumers across stores, online, television and mobile devices. With the introduction of new technologys such as Ipads and virtual mirrors featured throughout American stores, brands are progressing in generating an interactive and exciting shopping experience, something which has apparently become a key feature in order to progress in the current market.


Social media & technology is also another element that needs to be considered with the likes of "Marc Jacobs" fronting the line with their check in badge app. This consisted of Foursquare users who follow Marc Jacobs checking in at least once to any Marc Jacobs venue to unlock the “Marc Jacobs Fashion Victim 2011″ badge between a certain time period, (I think it was about a month). Four of the users that managed to unlock the badges were then invited to sit amongst the celebs for New York’s fashion week. An amazing opportunity which saw thousands getting themselves to their nearest store to enter the competition - sounds like a worthwhile visit to me.


I don't think I can possibly blog about recent technologies that surround American brands and stores without mentioning The Offical Ralph Lauren 4D Experience in NY and London. In fact, I'm not going to write anything on it..
Here is a video clip from youtube to whitness the brilliance yourself.
Enjoy!



Ralph Lauren 4D Experience - New York

US Marketing and Promotion

Marketing & Promotion
The US rely heavily on advertising and brands hope to spread their message and products to the wider mass. American TV has a huge impact on fashion trends and are frequently influencing viewers. Such was the case with hit TV show 'Mad Men' set in 1950/60s New York which set the frenzy for 50s inspired garments - US brand Banana Republic found a way to connect and engage more shoppers through a partnership with the show. This form of advertising attracts a huge range of individuals and has proved to be very successful.

Example of the style guide concept

Celebrity Endorsement
There are an array of celebrities who have endorsed U.S. retail industry chains and restaurants in television, print, radio, and online advertising campaigns in order to bestow special attributes upon a product that may have lacked otherwise. U.S companies frequently use celeb endorsement as a promotional tool to magnify the effects of their current campaign and to create a sense of trust for that brand among their target audience. GAP exemplify this well with the use of Sarah Jessica Parker as the face of their campaign in 2005, a key style icon of the time with hit tv programme Sex and the City really pushing her as one to watch in terms of fashion. It's not just the US which see celebrity endorsements as ways to promote the brand with further examples including David Beckham for Adidas, Keira Knightley for Chanel & Mischa Barton for Bebe.

Sarah Jessica Parker for GAP

David Beckham for Adidas 

Keira Knightley for Chanel 

Mischa Barton for Bebe

Fifth Avenue

The first thing that springs to mind when thinking of fifth avenue has to be shopping!! It goes hand in hand really, with pretty much every huge retailer having a prestigious store along the shopping-centric street. Shops to satisfy anyones taste with shopping opportunites spilling from the likes of Giorgio Armani, Louis Vuitton, Prada, Emanuel Ungaro, Gucci, Ferragamo, and Versace. Home to department megastores Saks Fifth Avenue & Bergdorf Goodman, it is without fail ranked among the most expensive shopping streets in the world!


Pretty envious of the ladies walking down here, although unable to afford clothes in such high-status stores, I can only imagine how incredible some of the store displays were. The opening clip of breakfast at Tiffanys sums up the walk down 5th, gazing, almost dream-like into the shop windows.  

Just keep dreaming..

Okay, so after researching The Upper East Side, I just couldnt stop myself from watching a few, assuming 7 doesnt exceed few, episodes of Gossip Girl to remind myself of the possible fashion styles that could be walking the likes of Park & Madison Avenue. I think, however, I forgot how in love I am with Serena's clothes. Totally in awe of how they manage to style her so effortlessy yet still remaining contemporary and oh so stylish! Luxurious materials, tailored blazers over stunningly designed dresses. I AM JEALOUS. I guess it's back to dreaming of the day I too will be able to casually walk into the stores that grace Madison Avenue and select a collection of spectacular pieces without even batting an eyelid. I have a feeling this dream could be ongoing for many years ahead...

Blazer,dress & brogue combo at its best

Draping to die for

Jumping on the vintage bandwagon

Sourced from Google Images

XOXO

Upper East Side xoxo

Situated in between Central Park and East River, the Upper East has recently become one of the most affulent areas of New York City. As a massive TV fan, the prospect of wandering around the iconic area where my fav programmes are set (Friends, Gossip Girl, Sex and the City & Ugly Betty!),makes me that little more jealous of those that graced the streets of NYC recently for our course trip.


The Upper East Side is home to some of Manhattan's most elite residents that truely appreciate the serenity, charm and rich architecture that makes up the neighbourhoods luxurious personality. Where real estate is the most expensive in the world with Park Avenue in particular scattered with multi-million-dollar homes and Madison Park filled with fine restaurants and exclusive stretch of world class shopping, its not suprising the area is full of wealth. I can picture the streets now, dotted with limousines, dog walkers, childen and teenagers sporting private school uniforms accompanied by their nannies. 


Maybe it's best I didnt visit here, I'm pretty sure my dreams of being the English version of Serena would have overtaken and to be quite frank, I dont think the forever shrinking bank balance could cope with that. Oh well, a girl can dream...




Upper East Side



Madison Av.

Hermes- Madison Av.

Park Avenue



xoxo

Sourced from Google Images

Broadway...

Broadway- runs the full length of Manhattan and is the pinnacle for american theatre. With a huge variety of shows from musicals to comedies, Broadway delivers only the best shows with chicago, wicked and the lion king among the favourites.

The theatre is an ongoing point of interest for me and my mum, a little outing we share as a way of bonding. Hopefully one day we'll be able to come to broadway and see a show along the world famous strip! Maybe we should slow down on seeing as many shows as we do....

Nolita..

Nolita (north of Little Italy), is a neighborhood situated in the borough of Manhattan smashed between Little Italy, SoHo, NoHo and Lower East Side. It's Itallian character with 'social clubs' and several 'mafia' families are some of the reasons Nolita was long regarded as part of Little Italy. Despite it being a small neighbourhood, Nolita features boutiques set to rival it's confident neighbour SoHo with a variety of stores reflecting the easten feel that has recently become popular as well as quality second hand stores such as Resurrection. Eating in Nolita is also up there with the fashion as the neighorhood offers a giant range of food from Asian, Mexican, Italian and Cuban treats. Home to an array of celebrities (Vanessa Carlton grew up here), residents are seen to be young professionals with 'trendy' NYC jobs-fashion photographers, stylists and the like.