Mike Toth Chosen as a Top 100 Creative Influencer
Members of the Toth team had the privilege of attending the 53rd annual Hatch Awards on the 13th of November at the House of Blues.
Apple poaching Angela Ahrendts, the CEO of Burberry, as its new vice president for retail and online stores has been a hot topic discussed across technology and fashion industries alike.
To some, Ahrendts is known as the first female to top Britain’s executive pay league, to others, she is revered for her pivotal role reinventing Burberry’s brand all while being an advocate for prioritizing time with family. Either way you look at it, it is no surprise that Ahrendts, named one of Forbes 100 Most Powerful Women, joins a team of top female leaders at Apple responsible for revamping the company’s retail strategy. (1)
Aside from some killer sport teams, the city of Boston is well known for emerging tech start-ups, venture capital firms, and life sciences companies. So well in fact, that one might forget about the growing Creative Class (as defined by Richard Florida); from innovative design companies, to award-winning marketing agencies and architectural firms, Boston has thousands of eager young artists, writers, and entrepreneurs pushing the limits of creativity in the marketplace.
It is proven that brand social channels are not the point of purchase, but rather destinations for shopping inspirations. eMarketer reports that back in 2011, the number one goal of social media marketing was to increase sales. In 2013, however, many marketers answered differently. Only 50% of respondents say that the leading goal of social media marketing is to increase sales, while 67% says that the goal is to engage consumers and lift the brand.
Just a few weeks ago, Tumblr CEO David Karp inked a deal with Yahoo, handing the hipster hotspot over to the media giant for a cool $1.1 billion. This bold move cast Tumblr in the media limelight and left many scratching their heads. Where does the platform now lie in the ever-crowded social media landscape? And how can brands take advantage of it?
“Click-to-buy” is a dangerously convenient behavior that is rampant in internet users today. With the efficiency of e-commerce and the endless amount of online information to compare products and read reviews, traditional brick-and-mortar stores have fallen behind. Many brands have found ways to engage with online shoppers through social media or apps; but Burberry and Kate Spade Saturday have managed to seamlessly combine the physical world with the digital world, revealing innovative retail experiences that will seriously blow your mind.
At the heart of some of the world’s biggest brands is a strategy so obvious that it is often forgotten: caring for the customer. Companies such as Starbucks, Lululemon, and J.Crew excel in the area of customer service, building relationships with their current clientele and attracting more fans through word-of-mouth.
Back in 2009, Burberry launched a fresh, innovative initiative in its online digital space. The Art of the Trench is an external site where customers can share photos of themselves wearing their Burberry trench coats, allowing other customers to admire their sense of style. Not only did the site appeal to Burberry product owners, but also to “aspirational” future consumers who had the ability to comment on and “like” their favorite style shots. To kick off the site, Burberry hosted pictures by acclaimed fashion blogger and photographer Scott Schuman of The Sartorialist, setting the tone for the site. “Rather than explicitly market the Trench, Burberry opted to rely largely on public relations and word of mouth generated through The Sartorialist and users sharing their submissions on Facebook and Twitter”. (1)
As we are always the most capricious of consumers, today in the fashion industry, the pressure is on for brands to hold our wandering gaze and grasp our attention. The ones that do have it locked down are those who recognize the new necessity of video content. Fashion houses and up and coming designers are dabbling with the idea of creating a more dynamic platform to shout their brand message from. Brands are finding the power in a new kind of creative content with digital storytelling through video. Over 4 billion hours of video is watched each month on Youtube, and now it’s the brand’s responsibility to position itself on the “new TV” and gain airtime.
Long-loved brands can easily find themselves held back by a sell-by date. A brand once popular in its youth can just as quickly lose steam as it matures, getting stuck in a grey zone that can negatively affect sales. When brands face this challenging time, often the easy way out is to come up with short-term solutions to alleviate the toll; price cuts to boost immediate sales for example. While this may help in the short-term, in the long run your brand is looking ahead at more deep-rooted issues such as consumer and investor trust and brand following.