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
Monday, 21 March 2011
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.
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.
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
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