AICI GLOBAL T H E
A P P L I C AT I O N
I S S U E
A FAD OR THE FUTURE?
THE POWER OF PINNING
2014 COLOR REPORT
IMAGE CONSULTANT DAY
FROM THE PHILIPPINES,
Education. Experience. Excellence.
2013 | 2014 AICI BOARD OF DIRECTORS
President – Jane Seaman, AICI CIP Past President – Kimberly Law, AICI CIP Secretary – Cindy Ann Peterson, AICI FLC Treasurer – Joanne Rae, AICI CIP VP Certification – Delby Bragais, AICI CIP VP Chapter Relations – Riet M. de Vlieger, AICI CIP VP Education – Christina Ong, AICI CIM VP Communications – Coca Sevilla, AICI FLC VP Fund Development – Imogen Lamport, AICI CIP VP International Relations – Valerie Antoinette Berset-Price, AICI FLC VP Marketing – Zayna Mosam, AICI CIP VP Membership – Carolina Bejar, AICI CIP Executive Director – Andrew Shelp AICI HEADQUARTERS 1000 Westgate Drive, Ste. 252 St. Paul, MN 55114-1067 Phone: 651-290-7468 Fax: 651-290-2266 www.AICI.org
EDITOR’S NOTE EVERY DAY SINCE 1998, I WOKE UP TO MY DIGITAL CLOCK/ALARM/RADIO/CD PLAYER. THAT ANCIENT TECHNOLOGY BECAME ANCIENT HISTORY LAST MONTH WHEN I REPLACED IT WITH THE GLORIOUS FEATURES OF MY IPHONE’S ALARM APPLICATION. CHOOSE ANY SONG IN MY COLLECTION AS MY ALARM TONE! HIT SNOOZE ENDLESSLY! CLEAR SPACE ON MY NIGHT STAND FOR MY FASHION MAGAZINES AND BUDDHA! Clunky old clocks aside, mobile applications have touched every part of our lives since Apple’s App Store launched in 2008. Search any mobile app store, and you’ll find thousands of apps from productivity to games to ... well, anything you can imagine. Juniper Research estimates that direct and indirect revenues from mobile app sales will total $25 billion for 2013. The new year’s growth? Exponential. This is not a phase, it’s a revolution. Choosing “Application Nation” as the January 2014 theme (and the one-year anniversary issue) makes sense for our growing industry. Our contributors and editors have done their homework, highlighting apps that can help you, your business, and your clients. Another growing craze is the “design-it-yourself” fashion and accessories technology. You no longer have to wait for designers to release the cut, color and fabric you love. Now you can design it yourself and have the end product delivered to your doorstep. I predict major implications for the fashion industry as these technologies afford everyone more customization and, ultimately, more power. Our team would love to hear your feedback on these topics and any suggestions you have for future issues. Please email us at firstname.lastname@example.org. Thank you for supporting AICI Global Magazine, and a special thank you to our advertisers who make it all possible. Happy New Year! Cheers, Thea Wood Editor-in-Chief AICI, FLC
Comments about the magazine? email@example.com The Association of Image Consultants International | 3
INSIDE THIS ISSUE
FROM THE PHILIPPINES,
WITH LOVE............................................ 07
Application Nation.................................................................. 22
Revive and Defy........................................................................09 “I Look Pretty, I Don’t Look Sick”............................................11 Design-It-Yourself Online Shopping.........................................13
BUSINESS The Power of Pinning..............................................................17 Business Apps.......................................................................... 19
COMMUNICATION/ETIQUETTE Communication/Etiquette Apps...............................................29 Disability in the Age of Apps....................................................30 The 17th Ningbo International Fashion Fair ...........................32
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Shopping Apps........................................................................24 Fashion Apps...........................................................................27
Letter from the President.........................................................33 One Minute............................................................................34 Upcoming Events.................................................................... 36 AñoNuevo, Imagen Nueva......................................................39 Powder Your Nose...................................................................41 IIC Day...................................................................................43
EDITOR-IN-CHIEF Thea Wood, AICI FLC MANAGING EDITOR Grant Harris VP COMMUNICATIONS Coca Sevilla, AICI FLC VP FUND DEVELOPMENT (ADVERTISING) Imogen Lamport, AIC CIP FEATURED CONTRIBUTORS Chris Loney Yasmin Anderson-Smith, AICI CIP Karen Agustin-Ostrea, AICI FLC, CPC Cindy Ann Peterson, AICI FLC Jane Seaman, AICI CIP Tamara Glick Carolina Bajar, AICI CIP PROOFREADERS Bernie Burson, AICI FLC Susan Hesselgrave AICI GLOBAL is produced quarterly by Association of Image Consultants International, a nonprofit dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL promotes AICI’s ideas, activities, interests and goals to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI GLOBAL does not endorse or guarantee the products and services it advertises. 2013© Association of Image Consultants International. All rights reserved. No part of this online publication may be duplicated or reproduced without permission from the publisher. While every effort is made to ensure accuracy of information included in the magazine at the time of publication, the publisher shall not be liable for damages arising from errors or omissions.
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AICI MEXICO CITY CELEBRATES INTERNATIONAL IMAGE CONSULTANT DAY
See pages 41-44 for more International Image Consultant Day Highlights
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FROM THE PHILIPPINES, WITH LOVE...
s many of you know, November 2013, was a month of great sorrow and need for our friends and fellow members in the Philippines. Super typhoon Haiyan blew into the region only a month after an earthquake toppled cities. Families mourned their lost loved ones, and communities looked for hope and a helping hand. Please take a moment to read this letter from our AICI Philippines chapter, sharing the story of a remarkable effort in celebration of International Image Consultant Day. Also, the video certainly expresses what simple words cannot and is worth every viewing minute. Grab a tissue. Thank you to our Philippines chapter for showing the world AICI’s values and spirit, and for giving so much of yourselves.
Dear Jane and Board Members of AICI, I am Karen Agustin-Ostrea, AICI FLC, President of the Philippine Chapter of AICI. I’d like to share with you how our chapter celebrated the International Image Consultant Day. As you all probably know, our country was recently devastated by one of the strongest super typhoons (if not the strongest) last November 7-8, 2013. Thousands of Filipinos lost their lives, one way or the other. This calamity happened just about a month after a strong earthquake also shook and destroyed a few cities. Both calamities affected Central Philippines. While all the chapter members (former and current) are safe, the entire Philippines started efforts on helping out the survivors and victims of these calamities, especially those of the super typhoon. As Filipinos, the chapter members also made collective and individual efforts toward helping the affected people of the calamity. Originally, our chapter was supposed to celebrate the Image Consultant Day through a 5-star hotel dinner out at The Peninsula Manila, for the members to get to know each other (we have several new members this year), and for all of us to simply have a relaxing night out among peers. But after the typhoon hit the Philippines and hundreds of thousands of Filipinos displaced, we couldn’t imagine spending so much on a 5-star hotel dinner plate while others have lost their homes.
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So we decided to celebrate the resilience of the Filipino spirit through volunteering our group efforts at the Oplan Hatid and Oplan Salubong (Operation Driving and Operation Greeting). People from Tacloban, Leyte (where the super typhoon hit the worst) were transported via C-130 planes of the air force to Manila (where most of our members are based), since there was basically nothing left in Tacloban, Leyte at that point. So our chapter decided to volunteer as a group for the Oplan Salubong and Oplan Hatid! Particularly for the Oplan Salubong (Operation Greeting), the chapter set up a food booth/soup kitchen style booth at Villamor Airbase, where the C-130 planes were arriving continuously with hundreds of survivors. At the airbase, several booths/sections were put up in order to “greet” and “welcome” the survivors: food booth, counseling, driving (volunteer cars/drivers to bring survivors to their relatives who are based in Luzon or North Philippines and Manila), relief goods and even a section for donated clothing. The Philippine Chapter set up a soup kitchen style booth on November 19, 2013. Members took individual assignments in the kitchen and even a couple of husbands helped out (Trez Bragais cooked the delicious chicken soup and my husband Reuben Ostrea drove to pick up and bring back a freezer from another location back to the airbase). Aside from this, our chapter also called for donations which we collected during the Image Forum held last November 13, which have been sent out to Leyte as well. We may not have actually done an image related event to celebrate Image Consultant Day but this group event is our own way of showing the people that image consultants are not just about improving the lives of our clients. We, as image consultants, also care about our countrymen, and how we can, in our own little way, contribute in giving back or alleviating their life as they try to move on after the calamity. After all, that is what our job is all about, to empower and improve lives of people one way or the other. Our country has a long way to go in terms of building back the lives of those who were affected by the typhoon, but through united efforts of the Filipinos (including our chapter), our strength and resilience can overcome any and all challenges that our country will face! Thank you for allowing me to share this with you. All the best, Karen Agustin-Ostrea, AICI FLC, CPC Director Global Image Management, Inc.
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REVIVE & DEFY
PASTELS COLLIDE WITH BOLDS THIS SPRING by Thea Wood, AICI FLC
antone® released its Spring 2014 Fashion Color Report with a modern twist – pairing pastels with brights. Leatrice Eiseman, the executive director of Pantone Color Institute®, spearheads the effort, talking with designers worldwide about six months in advance and looking at Pantone’s forecasts. “Expect the unexpected, as that is the tendency for spring – much more opportunity for creativity and unique combinations,” urges Eiseman, who also authored the book More Alive With Color. The islands are a heavy influence in both men’s and women’s print and color choices. Lubov Azria, Chief Creative Officer of BCBG Max Azria Group, tells this inspirational story: “One of the references that we came across is this amazing picture of a face tattoo on an old Samoan chief.” Prada’s Spring 2014 ready-to-wear takes the adventure to the extreme with large, bold prints supported by muted sands or strong neutrals. The colorful scale combinations are arresting yet balanced, like a Matisse painting. Image consultants will hail the variety of colors available for clients, as pastels and bolds can stand alone or be mixed for unconventional pairings. American designer and Project Runway winner Christian Siriano mixes vibrant reds like Cayenne with sheer Sand or Shell fabrics. Japanese-born designer Tadashi Shoji embraces the nostalgic Violet Tulip, pairing it with his favorite signature color, white. The Association of Image Consultants International | 9
“Every season in the last few years, we have noted how closely the men’s and women’s palettes are running. Obviously, men are going to rely more heavily on neutrals and basics for suiting, but for every other [type of ] clothing, especially sportswear, they are very similar with a few possible tweakings,” says Eiseman. Read the full Spring 2014 Color Report and see Eiseman’s video introduction to the featured colors.
IMAGE CONSULTANTS WILL HAIL THE VARIETY OF COLORS AVAILABLE FOR CLIENTS, AS PASTELS AND BOLDS CAN STAND ALONE OR BE MIXED FOR UNCONVENTIONAL PAIRINGS.
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“I LOOK PRETTY, I DON’T LOOK SICK”
mage Consultant Alice Sydow traveled the world in her early 20s, managing incentive trips and business meetings for a large travel company that specialized in corporate travel, and she always felt healthy and invincible. Whether she was in Italy, Spain, Argentina or South Africa, Sydow found herself drawn to the styles of clothing that the locals wore, and she always had a passion for fashion. As early as the age of nine, she remembers going to summer camp wearing a skirt with 15 belts draped on her waist because they were stylish. She loved fashion growing up, and her favorite thing to do was to put outfits together with her Fashion Plates. Sydow thought of majoring in fashion, but at 16 she lost her dad to a heart attack, and felt like she needed to stay close to home. The college she chose to attend was not known for their fashion school. Instead, she majored in marketing and graduated with a business degree from Southeast Missouri State University. She went on to work in sales and marketing for several Fortune 500 companies, including Coca-Cola, Nestle and Diageo. Suddenly, Sydow’s perspective on her life changed remarkably. In July of 2007, she was diagnosed with multiple sclerosis after feeling numbness in her toes and feet. A week went by and that numbness and tingling made its way up to her waist. It didn’t go away for eight long months. “I went through a very low point as the disease was taking over my entire body. I had always felt invincible and one day this happens and you are just in total denial. I looked young and healthy on the outside, so you didn’t know anything was wrong, but felt terrible, weak and hopeless on the inside,” recalls Sydow.
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THE POWER OF IMAGE
One day when she actually had enough strength to get out of bed, she put on a turquoise dress (which looked great with her skin tone), and looked in the mirror. With hair and makeup done, she said to herself, “You look pretty, you don’t look sick.” Through this experience, Sydow discovered the power of image, and how little changes on the outside make you feel better on the inside. “I instantly felt pretty, and the fact that I felt awful on the inside but pretty on the outside made such a difference in how I looked at my illness. I felt pretty again and, day after day, slowly pulled myself out of despair. That is when it dawned on me that if I feel this way, then there has got to be a way that I could help others and help them feel better about whatever situation they are dealing with, whether it is a loss of confidence from a break-up, low self-esteem or hopelessness,” says Sydow. In May 2013, Sydow appeared on “Resale Royalty” on the Style Network. It was the validation she needed to pursue image consulting as a profession in spite of having a disability. That’s when her passion for fashion took over and she launched her business I’ve Got Your Style based in Minneapolis, Minnesota. To this day she still feels some tingling in her feet and has lost strength in her legs since the initial flare-up, but is otherwise healthy. “Some days I struggle with fatigue, which is a side effect of the disease, but I am happy I am living my life full of passion and making a difference in people’s lives. It has been a long road to recovery, but I am doing better and better each day, especially if I know I am making a difference!”
SYDOW DISCOVERED THE POWER OF IMAGE, AND HOW LITTLE CHANGES ON THE OUTSIDE MAKE YOU FEEL BETTER ON THE INSIDE.
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DESIGN-IT-YOURSELF ONLINE SHOPPING by Chris Loney
A FAD OR THE FUTURE?
Custom-made, design-it-yourself (DIY), made-to-order or mass customization is giving ready-to-wear apparel a run for its money. Made-to-order designs are all the rage because they provide the average Joe the opportunity to purchase customized designs at reasonable prices. For years, only celebs or those in love with couture designs have been able to get customized clothing made to order. This type of customization would reap a price to make your mouth drop. However, the combination of today’s technology with e-commerce allows anyone the ability to buy customized or made-to-order fashions. Due to this popularity, the number of customized or made-to-order websites is growing at a rapid rate. We wanted to shine some light on the matter for you, highlight a few websites and provide some guidelines for successful purchases.
Lands’ End and NIKE pioneered the ability to provide their consumers with custom-designed products. In 2000, Robert Holloway, who formerly worked for Levi Strauss & Co., started his own company called Archetype Solutions, Inc. Archetype Solutions (acquired by Intel in 2012) worked exclusively with Lands’ End to create sizing algorithms, which were extremely tricky. This allowed Lands’ End to provide a design program for their customers that enabled them to decide on color, fabric and design, according to the New York Times, 2001. In 2001, Lands’ End started selling customized chinos, eventually adding shirts and jeans. The popularity of this service exceeded their expectations, but Lands’ End stopped offering their online customization services in 2011. It is a bit of a mystery as to why; some think it was due to the rising competition from other brands. Others think when Lands’ End was purchased by Sears (in 2002), a conflict of interest was created once Sears merged with KMart (in 2005), as discussed in research from Blake Ives and Gabriele Piccoli. The only other company using this type of technology and providing this type of service was NIKE. They launched NIKEiD in 1999, allowing their customers the option to either go online or to a store and design performing footwear. This goes beyond choosing your favorite color, but is more like creating a proper fit unique to your foot, your sport and your desired performance demands. NIKEiD definitely has perfected the art of mass customization, grossing over $100 million in revenue for the 2009 fiscal year, as reported by Internet Retailer® in 2011. In four weeks, for $140 to $220, you can have sneakers made to your specifications.
HIGHLIGHTING A FEW While on the topic of shoes, websites like Milk & Honey, Joker’s Closet and Shoes of Prey provide the option to design shoes by choosing the details – even stitching or insole color. In three to six weeks, you have custom-designed shoes. Photos courtesy of Nike.com
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The phenomenon is building momentum. Designer labels like Manolo Blanik have had great success with made-to-order design. In 2009, Manolo launched his exclusive Manolo Blanik’s Made to Order BB Boutique at Neiman Marcus, which allows customers to choose two key elements for the classic pump. First, the heel height, ranging from a 2-inch (50mm) heel to a 4½-inch (115mm) stiletto. Then the color, from 20 trendy and classic colored swatches. For $595, a customer receives a designer brand of custom shoes. The made-to-order trend is gaining popularity and the attention of small business owners to multi-national giants. Multi-national manufacturers have seen the rise in popularity for the DIY demand and are joining in the fun by offering customized fit. Levi’s jeans created Levi’s Curve ID: Custom Fit guide. The guide walks you through a series of questions and then informs you of your Curve ID. The sizes range goes from 27x30 to 36x32. It seems they are not able to cater to the taller customers at this time, which puts limitations on their custom fit option. Photo courtesey of DoMyJeans.com Average cost is about $78 per pair. Levi’s used to have a Made-to-Order option; however, they have discontinued this project. Websites like Thimbler, Make Your Own Jeans and Do My Jeans all offer DIY tools. Do My Jeans cost an average $133. The customer selects different add-ons ranging in price from zero to five dollars. This site is very thorough, with specific measurement inquiries and body shape questions to provide the perfect fit. Let’s dive into business, business casual and casual wear. There are several websites making a name for themselves in customized online menswear such as Indochino, Blank Label, iTailor and Black Lapel, just to name a few. A popular brand such as Indochino is successful with DIY menswear. Online stores have an advantage over brick and mortar stores because they can charge less for the same product. Other brands such as iTailor.com and Blank Label all have similar concepts. Most will ship you a sizing kit to take your own measurements, which may cost a small fee. All of these sites promise the same thing: customized suits, shirts or even shoes (iTailor) made to order in an average of four weeks (iTailor averages 5–6 weeks). Here is a brief description of each site:
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Indochino.com is a Boston-based site allowing men to customize suits and dress shirts to get the perfect fit. Suits average $429 to $699. With free global shipping and a turnaround time
Photo courtesey of IndoChino.com
of four weeks, Indochino.com has a high quality, hand-tailored product that will leave you looking dapper. BlankLabel.com is a Boston- and Chicago-based brand specializing in customized men’s shirts. Prices range from $80 to $125, which they say is comparable to a ready-to-wear shirt from a department store. By taking 10 minutes, a customer can order his very own handmade custom shirt with a four-week processing and shipping period. iTailor.com is a quick way to create made-to-order items ranging from tailored suits, overcoats, tuxedos, jeans and shirts to custom ties and shoes, with prices ranging from $14.95 to $269. The process is simple: you select fabric and style, then enter your specific measurements. In 5 to 6 weeks, personalized made-to-order items arrive at your doorstep. In womenswear, the selection for design-it-yourself apparel tends to be limited to formal wear, but there are some websites available for everyday wear. Charles Tyrwhitt provides custommade clothing for both men and women. Also, Bow & Drape, a New York-based womenswear brand, offers a customized shopping experience on their site. They provide a free home fit kit so you can establish a parameter for their sizing. Shopping on their site is a breeze, with the option to customize each item. They definitely add zest to wardrobe basics. You can receive your customized item, in a price range from $30 to $350, in just three weeks! There are other customizable items such as lingerie, cell phone cases and jewelry, too. Websites such as Nervous System fuse technology and art by creating design-it-yourself 3D printed jewelry. Nervous System prices vary based on the caliber of the 3D print, but they have items listed on their site as low as $8 and up to $350. The popularity of design-it-yourself cell phone cases has produced a demand for companies such as Chryste’s Custom Cell phone Cases and Skin It. Both charge $35 for a cell phone case designed specifically for you. Optifit is a London-based site providing madeto-order bras created from your own measurements. Prices span from $80 to $115 due to the pound to dollar 2:1 ratio.
PROS AND CONS OF CUSTOMIZED OR MADE-TO-ORDER SHOPPING
Pros • • • • Cons • • • •
Unique design Perfect fit for your body shape A more comfortable and polished appearance Prices are now comparable to department store brands Most are non-returnable/refundable A longer wait for merchandise (minimum four weeks) Possibility of improper fit unless you are familiar with the brand’s sizing and take proper body measurements Small margins for weight gain or loss
10 TIPS ON HOW TO PURCHASE MADE-TO-ORDER ITEMS 1. Become familiar with the website’s return policy. 2. Be certain of the actual price with no secret up-charges after you make the purchase. 3. Purchase the sizing kit from each site to become familiar with their sizing prior to purchasing any merchandise. 4. Be honest about your measurements. 5. Fit the body you have today and not the one you are planning on getting after you lose weight. If you know you are on a path to lose weight, hold off until you have reached your goal. 6. Start out slowly and purchase one item to verify product fit and quality. 7. After verification, don’t be afraid to purchase more than one of the same item in different colors or patterns. 8. Keep the customization details to a minimum. Don’t go overboard. 9. Make sure the payment site is secure. 10. Plan ahead. Remember, it takes several weeks for these items to be manufactured. Give yourself a buffer if you are ordering items for a special event.
THE FUTURE OF DO-IT-YOURSELF DESIGN Companies like NIKE understand the value of giving the customer control of design. In 2010, NIKE shared their global growth strategy estimating NIKEiD would gross $2.2–$2.6 billion, contributing to their total goal of $27 billion (per SneakerNews.com, 2010). They reported earning $340 million in web sales for the 2011 fiscal year. Not only have they introduced a great service for customers to design their own footwear, but they have created a community. DIY technology for apparel, shoes and accessories gives the consumer the ability to feel like they are part of the process. Plus, it creates an elevated customer experience, especially when the product arrives and fits like a glove! Is it safe to say that DIY trends are only picking up momentum? This amazing option is featured almost everywhere from clothing, footwear, accessories and cars to electronics such as computers and cell phones. With companies like NIKE leading the way, it’s exciting to see what they will think of next.
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Diane Craig President and Founder, Corporate Class Inc.
THE POWER OF PINNING USING PINTEREST FOR PROMOTING YOUR BUSINESS by Yasmin Anderson-Smith
picture is worth a thousand words.” This popular quote has much significance for image consultants because their business involves shaping and enhancing visual expression and imagery. Like many other business functions in today’s everything-digital world, “there is an app for that.” It’s called Pinterest, a social media site turned app that began as a platform for personal use then expanded to include businesses in 2013. Pinterest is free to download and users can create accounts at www.pinterest.com. Personal pages can be converted for business use by using the red “Convert your existing account” button, then
following the steps on the page. The Pinterest app allows you to post and share pictures and images with clients, customers or friends within or outside your other social media sites like Facebook. Pinterest is a great way to engage and appeal to peoples’ emotions and create intimacy around the images or “pins” shared on boards. Pinterest expert and e-commerce veteran Melanie Duncan offers “7 Strategies That Can Double Your Traffic, Followers & Sales From Pinterest in the Next 90 Days,” an information-packed webinar for newbies. “I started using Pinterest to drive traffic and sales to
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my e-commerce site way before anyone else was paying attention,” Duncan says. She turned her accumulated knowledge into a business opportunity and began sharing it with thousands of other businesses. First launched in 2010, Search Engine Watch reports Pinterest now has over 70 million users, compared to 48.7 in February 2012. SimplyMeasured, a social media analytics firm, reveals that 69 of the world’s top 100 brands use this social media platform to connect with audiences. Small businesses and entrepreneurs also use Pinterest to promote their companies by sharing products and services for sale. The average Pinterest users are women (80%), age 30 to 49, with considerable disposable income. A Pinner likes to shop, spending an average of $140-$180 on pinned products, versus Facebook, where she’ll spend $60-$80. Find this and more useful information at ReadWrite.com. For business use, Pinterest marketing expert Tehmina Zaman, social media consultant and business strategist, suggests that, “More than ever, you should take care to select an on-brand username and name your boards using catchy, keyword-rich titles that capture the essence of that board and encourage click-throughs. This allows you to be more easily found on the Internet.” Pinterest board titles used by image consultants: My Style - Prints and Patterns - What to Wear - Tasty Marketers - Couture: Tres Cher! Beware! - Bags, Shoes & Woohoo Professional Women 30+ - CivilityWISE - Image, Style and Identity
PROMOTING YOUR BUSINESS ON PINTEREST
Blogger at BekkaPalmer.com, pins mainly about food, design, and fashion. 36 boards, 7.7 million followers.
Photography blogger with a passion for art, food, travel and fashion. 42 boards and 7.3 million followers.
Jeff Bullas, social media blogger and author, shared in a blog post that design, fashion, food and art dominate as the most popular topics for pins. And these three power pinners pave the way.
JOY CHO Owner of Oh! joy, designs textiles, packaging and branding for clients in the fashion industry. 77 boards, 11.7 million followers.
Mitt Ray, founder of Social Marketing Writing, offers four steps for promoting your business with Pinterest, summarized below. 1. Promote Your Products and Services Directly Pin images of your products and services, and add pricing, descriptions, business contact information and a link to your website. 1. Share Lots of Content A great way to engage your audience is to share lots of relevant content. Content may be your own or that of others. This drives traffic to your website, boosts credibility and builds brand visibility. 1. Optimize Your Site for Pinterest Go beyond pinning, repinning and liking, by optimizing your site for Pinterest. This allows visitors to easily like and share your site with others. Consider adding a “Pin it” button to your blog or product landing pages to increase chances of sharing. Adding a “follow me” button helps visitors to your website easily find you on Pinterest. 1. Strengthen Your Pinterest Brand Create a strong brand presence with an attention-getting profile image, keywords in your “About” section, choose attractive pins for your board covers and create a relevant username. To learn more about using Pinterest for business, check out Mitt Ray’s free video tutorial, “How to Use Pinterest for Business” at http://socialmarketingwriting.com/subscribe.
Yasmin Anderson-Smith is a certified image management and personal branding coach, trainer, speaker and author. Yasmin empowers business women, young professionals and college students to stand out with distinction in their career or business while building respect and trust. On the web at http://www.kymsimage.com.
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SOCIAL MEDIA RULE THE APP KINGDOM, AND MOST ARE FAMILIAR WITH THEIR PLATFORMS BECAUSE THEY EXISTED AS WEBSITES FIRST AND HAVE EXTENSIVE INTERNATIONAL BRAND RECOGNITION. INSTEAD, HERE ARE A LIST OF APPS THAT YOU MAY NOT HAVE RUN INTO BEFORE BUT CAN MAKE A HUGE DIFFERENCE IN PRODUCTIVITY AND CLIENT COMMUNICATIONS – ESPECIALLY FOR THOSE WHO RARELY SIT AT THEIR DESK.
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SIGNEASY (FREE APP + MEMBERSHIP FEES)
Selling Point: Never again print a document to sign it The download is free, but for a nominal membership fee, you can sign 100-200 documents per month. Given the price of printer ink, this could be a huge money-saver. It also links to your cloud service so you can open, sign and save documents with your other files. Download SignEasy™
SQUARE (FREE APP + 2.75% PER SWIPE)
Selling Point: Process credit cards from your phone – no contract required Square is your best friend when you’re selling products/services at a remote location. Check with your preferred bank first to see if it will match or beat the fees as banks can detect and track fraudulent transactions better than Square. Download Square
MAILCHIMP® (FREE APP + SERVICE UP TO 2,000 SUBSCRIBERS)
Selling Point: A comprehensive e-newsletter marketing tool This app gets industry accolades for putting everything at your fingertips. From sending newsletter campaigns to tracking open rates to managing your subscriber lists, the fundamentals are covered and easy to do. Download MailChimp®
SECURESAFE (FREE UP TO 50 PASSWORDS)
Selling Point: Solution to “remembering” your passwords Most business professionals toggle between multiple sites, software and applications that require passwords with different formats. Rather than using the same password over and over (danger!), SecureSafe allows you to store and retrieve your passwords in a secure way between all of your devices. Upgraded features available on their website. Download SecureSafe (Apple) Download SecureSafe (Google Play)
DROPBOX (FREE APP + UP TO 2GB STORAGE)
Selling Point: Easy, secure storage and access to all your important documents With a Dropbox app, you can access your files from any mobile device or desktop in a user-friendly interface. The sharing capabilities bypass the barriers email places on file size and quality. Upgrades are available for a fee if you reach the 2GB limit. Worth it to never again worry about losing your documents or having to run back to the office. Download Dropbox
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APPLICATION NATION THE GOOD, THE BAD AND THE UGLY IN THIS ISSUE WE’RE TALKING ALL THINGS APPS, SO WE’VE ENLISTED THE HELP OF MR. HUMBERTO GUTIÉRREZ VILLAREAL, STRATEGIC PUBLIC IMAGE CONSULTANT AND ONLINE REPUTATION MANAGER, VICE PRESIDENT OF COMMUNICATIONS OF THE MEXICO CITY CHAPTER, AND FOUNDER AND CEO OF THE “CONSEJOS IMAGEN” AND “IMAGEN 140” AGENCIES, SPECIALIZING IN IMAGE CONSULTING, POSITIONING AND REPUTATION IN DIGITAL MEDIA. VILLAREAL DECIPHERS THE GOOD, THE BAD AND THE UGLY OF THE APPS WORLD IN AN EXCLUSIVE Q & A. GET YOUR THUMBS AND FINGERS READY TO TOUCH, TAP AND SWIPE. WATCH OUT, HERE COME THE APPS.
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AICI ~ IF YOU WANT TO CREATE YOUR OWN APP, WHAT DOES AN IMAGE CONSULTANT NEED TO CONSIDER FIRST, TO BE SURE IT MAKES BUSINESS SENSE?
AICI ~ HOW MANY APPS ARE OUT THERE AND HOW DOES ONE SIFT THROUGH THE WEEDS TO FIND THE BEST?
HUMBERTO GUTIÉRREZ VILLAREAL ~ First
exceeds two million, and the amount of apps related to image is constantly growing. There are applications that were not designed to be used for image but can be helpful, such as those made for measuring other kinds of things that can be used to measure body parts, face lines, etc. The best way to find apps is to constantly seek lists of recommendations, but it is important to keep in mind that not all applications are for everyone.
of all, you have to know your market as an image consultant and compare it to the app market, and then consider how much your share is reduced in size. Then, it is important to consider that making an application is not easy, it takes a developer, and often it represents a larger investment than the benefit you can take from it. Finally, you have to ask yourself why you want to develop the application; nowadays, apps are great for generating market positioning, but will not always be economically profitable.
AICI ~ WHAT ARE YOUR FAVORITE APPS AND WHY?
HGV ~ Personally, the apps that I use the most are the ones that help me position myself as an image consultant, such as those that let me manage social media and keep me connected all the time. I also use applications that help me keep my files organized, as well as my calendar and email. I do believe that apps are helpful for working. That is why I do not like the games, I think that they waste time and reduce productivity.
HGV ~ Among the three largest app suppliers, the number
AICI ~ HOW DOES ONE EFFECTIVELY PRICE AN APP?
HGV ~ The price of the application depends not only on you, but also on the developer and platform that manages it. It also depends on the purpose of the app. If you want the application to help you position yourself and get people to hire your services, I recommend that it should be free, as this would increase the impact. On the other hand, if your purpose is economic, it is right to make an assessment of price. The way I see it, applications are a great tool to position your online reputation. Use them!
DIRECT REVENUE FROM APP SALES
IT TAKES THREE MONTHS ON AVERAGE
EXPECTED TO REACH $36.7 BILLION BY 2015.
TO DEVELOP A NON-GAME APP, COSTING
$1,000 TO $50,000 TO LAUNCH. HOSTING FEES, COMMISSION SPLITS, POST-LAUNCH
“APP” WAS LISTED WORD OF THE YEAR
MAINTENANCE AND MARKETING NOT
BY AMERICAN DIALECT SOCIETY.
THE APP ECONOMY CREATED OVER 529,000
FREE APPS ACCOUNTED FOR 89.6% OF
JOBS IN THE EUROPEAN UNION.
DOWNLOADS IN 2012. (FACTBROWSER.COM)
(VISIONMOBILE.COM, 2013) AVERAGE PAID APP: 99 CENTS PER DOWNLOAD (FORBES.COM, 2013)
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Selling Point: Comparison shopping with quality results and reliable merchants across all price points. This app combs clothing, accessories and home decor e-tailers and aggregates them all into one searchable site. Results are quality links with product photos in a format that makes it easy to compare prices and purchase accordingly. Download ShopStyle (Apple)
Selling Point: Be the first to own the Spring runway looks. From the runway to your doorstep, Net-A-Porter delivers luxury designer fashion in a beautifully-wrapped gift box. The twist is that the store feels like a fashion magazine, with daily news, trend reports and more, so clicking “buy” becomes intoxicating. A shopper’s average purchase is £500, as reported by TheGuardian.com. Download Net-A-Porter
Selling Point: Deep discounts on designer brands for “NPR” (never pay retail) buyers. This group perfected the “flash sale” and acts like a sample sale e-tailer, with 40% of their sales coming from their mobile apps, per AllThingsD.com. You must be a “member” and have fast “buy it” fingers to get the best merchandise before it’s sold out. Download GILT
Selling Point: Vintage and indie stores list items you won’t find anywhere else. Vintage clothing has very little exposure via mobile apps, and Etsy fills the gap. Bonus feature: vintage store locations are listed and searchable. Download Etsy
Selling Point: You don’t need a storefront to sell your fashion. Conceived in Italy and based in London, this app is truly grassroots in nature. Snap a picture of a good, list it, share it, sell it. Ebay meets Instagram, that simple. Download Depop
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WATCH A PERSONAL SHOPPING CHALLENGE USING APPS
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Selling Point: American style, wrapped in one mobile location. Access the latest fashion and beauty tips to help you create your own unique look. Each issue is packed with celebrity style secrets, hot fashion trends, best beauty buys, hair, makeup, accessories and more. Download InStyle (Apple)
THE CUT ON THE RUNWAY (FREE)
Selling Point: Photo-by-photo pictures of runway shows, with search capabilities. Ready-to-wear, menswear, couture, resort and bridal collections. Everything is showcased. Shows are added within hours of presentation; many include detailed photos and videos of each look. Browse prior collections’ archives. Other features: • Backstage, front-row and party images of models, designers and celebrities • “Lookfinder” allows search by clothing type, color, trend, designer, season and model • Latest news on designers, models and fashion trends • “Hit”/“miss” ratings for runway images; rate the looks and view the “100 Top Looks” and “100 Biggest Misses” • Facebook integration allows users to share runway looks on their news feeds. Download The Cut on the Runway (Apple iPad)
BRITISH VOGUE (SUBSCRIPTION FEE: £2.49 MONTHLY OR £23.99 YEARLY)
Selling Point: Bonus content, not available in the print version, and 360° merchandise views. The magazine’s editorial aim is consistent: to bring the world, in all its complexity, into sharper view, with penetrating reporting and unforgettable imagery. Now you can get the digital experience along with behind-the-scenes coverage, a customizable Favorites list and 360-degree views of merchandise. Download British Vogue (Apple)
Selling Point: Stop printing web pages or tearing pics/ articles out of magazines. Flipboard is addictive. Hop on the app, look up your favorite magazines and click a “+” sign to add the photo to your own digital magazine, which is basically a collection of the photos you like with links to the sites. Keep the magazine private or increase your brand awareness by taking it public. Download Flipboard
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CHIC FEED (FREE)
Selling Point: Keep up with street fashion at a glance. Chic Feed brings together photos from the web’s top style/fashion blogs and puts them on one site, which saves you time and puts all your photo view interests in one place. It’s like Pinterest meets blogs focused on fashion. Download Chic Feed (Apple)
TED TALKS (FREE)
Selling Point: Find inspiration, education and motivation in the palm of your hand. The TED Talks app gives you access to over 1,000 video lectures, with subtitles in 90 different languages. The “Inspire Me” function pulls up videos that match your desired experience. Want to “feel happy”? Type it in and 50 lectures appear. Pick one and smile. Download TED Talks (Apple) Download TED Talks (Android)
Selling Point: A style tool and reference guide for men who want to look good. It’s really a style magazine for men, but the app offers a Personal Dossier (teaching you how to take your own measurements and what sizes to buy), and a size converter so you buy the right size no matter where you are in the world. The Handbook contains over 100 how-to guides. You can even ask a valet a style question and they’ll get back to you within 24 hours. Download Valet (Apple iPad)
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The October 2013 issue of AICI Global covered modern etiquette extensively. Sadly, the Application Nation hasn’t caught up very well in supplying apps that receive high ratings by users or features that go above and beyond an e-book or web site. THIS IS AN AREA RIPE WITH OPPORTUNITY FOR IMAGE CONSULTANTS SPECIALIZING IN ETIQUETTE!
SPEAK CHIC ($1.99)
Selling Point: Look like you’re fluent in designer names, even if you’re not. This innovative app for fashion lovers gives you immediate pronunciation help on the go or while you shop. Quickly and discreetly search for the brand name, read the phonetic spelling, and listen to the audio. Includes fashion labels from womenswear, menswear, accessories, cosmetics, shoes and luxury watch brands. Download Speak Chic
GOOGLE TRANSLATION (FREE)
Selling Point: Break through language barriers with Google Translate. • Translate between more than 70 languages. • Converse naturally and let Google translate. • Speak, type, write, or take a picture to translate. • Translate offline while traveling. No internet connection needed. • Save your translations and access from any device. Download Google Translation
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DISABILITY IN THE AGE OF APPS By Tamara Glick
AS WE PROVIDE VALUE TO OUR CLIENTS IN OUR DIRECT SERVICES, WE CAN ADD FURTHER VALUE BY BEING THEIR “GO-TO” FOR RESOURCES THAT ALLOW THEM TO BUILD THEIR IMAGE EVEN WHEN WE ARE NOT PRESENT. ONE OF THE BEST WAYS TO DO SO IS TO EQUIP OUR CLIENTS WITH TOOLS THAT INCREASE THEIR SENSE OF CAPABILITY AND ABILITY IN THEIR PROFESSIONAL AND PERSONAL LIVES. This is especially true when working with clients living with disabilities. Download and try these apps, share them with your clients, and be sure to let Image Impact International know of any that you love.
GENERAL The Americans with Disabilities Act (ADA) Reference (iPhone) FREE: Everyone is entitled to know and understand their rights. This app provides users with a handheld version of the Act, FAQs and simple sections of the bill. If you, or your client, ever need to reference the law, this app lets you do just that. Uber (iPhone, Android) FREE: Uber is a mobile application that connects passengers with drivers of vehicles for hire. Removes barriers of speech, hearing and even currency calculation on a simple interface. Locate the nearest available car, and receive a text alert when they arrive. Since the app utilizes a pre-logged credit card, with standardized gratuity included, users never worry about identifying the right amount of currency – in any of 60 cities, across 22 countries! Parking Mobility (iPhone, Android, BlackBerry) FREE: Report disabled parking violations to your city, and share, find and suggest disabled parking locations anywhere in the world. By adding to this community-based app, you help build awareness accessible of parking in every city you visit.
VISUAL IMPAIRMENTS HueVue (iPhone) FREE: HueVue is a tool that helps the colorblind to identify, match and coordinate colors. Touch any image and get detailed color information; compensate for some color vision weaknesses; compare and coordinate colors; and manage a custom color library. LookTel Suite (iPhone, iPod Touch, iPad2, Mac computers) $9.99/ea: A duo of assistive applications that utilize real-time recognition technology for persons with low vision or blindness. Scan and instantly recognize countless objects such as packaged goods, money and landmarks. Check out LookTel Money Reader and LookTel Recognizer. 30 | January 2014 magazine
Awareness! The Headphone App (iPhone, Android) FREE: Employs the device’s microphone to feed in environmental noises while users wear headphones to listen to music or use another app. Users still hear other sounds like approaching cars or ringing doorbells. Awareness!
LANGUAGE/VERBAL DISABILITIES Verbally (iPad) FREE: An invaluable communication aid for those with apraxia, ALS, stroke, traumatic brain injury, cerebral palsy, Parkinson’s or muscular dystrophy, this app is a comprehensive assisted speech solution and Augmentative and Alternative Communication (AAC) app. It enables creative communication, self-expression and conversation in any setting.
CONCENTRATION/ATTENTION DEFICIT DISORDERS Remember The Milk (iPhone, iPad, Android, BlackBerry) FREE: This app helps create and manage to-do lists and notes with an intuitive interface that allows users to organize the way they best remember. Map out tasks for efficiency, sync, share, send and publish tasks and lists. Even use Apple’s Siri to add tasks to the lists. Evernote (iPhone, iPad, Mac computers, Android) FREE: Reduce mental and material clutter by jotting down ideas and notes on your smartphone. Evernote coordinates your thoughts in text and pictures. Also check out the new Evernote Hello and Evernote Clearly apps for those with memory, visual challenges or social challenges/anxiety.
HEARING IMPAIRMENTS SoundAMP (iPhone) LITE/FREE Premium/$0.99: For those with hearing impairments, trouble blocking out ambient noises in busy places, or sound amplification challenges. The user plugs in their headphones, opens the app,and adjusts the volume accordingly. AICI member Tamara Glick is the Vice President of Social Media of Image Impact International, a global nonprofit whose philanthropic program Campus 2 Corporate 2 Community Impact focuses on career readiness, civility and disability. Find out more.
ANOTHER WAY TO SAY “THANK YOU” IN ANY LANGUAGE GET YOUR GUIDE NOW
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THE 17TH NINGBO INTERNATIONAL
FASHION FAIR C
hina. Emperors. Communism. Luxury. Fashion. Emperors may not rule China anymore, but the Granted Getaway film crew had the chance to witness the focus on fashion at the 17th Ningbo International Fashion Fair in October 2013. They spent the week working hand in hand with an international delegation from China, the UK, India, Amsterdam, Lithuania, Australia and Hong Kong. The fair focused on the intersection of the UK and Chinese garment production and manufacturing at the bespoke level. Building relationships with the Chinese takes time andÂ patience, but the reward is well worth the wait. The team was the sole U.S. representative in attendance. The goal? To create an opportunity to open the gateway to America for future economic progress through bespoke garment production overseas. Contrary to popular opinion, the quality of the garments being made in China is some of the best the team has seen. Every country has varying levels of production, from cheap and disposable to expensive and heirloom. We experienced the latter. The continuing decline of American-made goods is an issue, but China is not to blame. The lines of communication and the effort to increase understanding of business goals are the keys to enhancing production and manufacturing between the U.S. and China. This video highlights the visual and audio experience.
32 | January 2014 magazine
THEY SPENT THE WEEK WORKING HAND IN HAND WITH AN INTERNATIONAL DELEGATION FROM CHINA, THE UK, INDIA, AMSTERDAM, LITHUANIA, AUSTRALIA AND HONG KONG.
LETTER FROM THE PRESIDENT TRANSITION: A PROCESS OR PERIOD IN WHICH SOMETHING UNDERGOES A CHANGE AND PASSES FROM ONE STATE, STAGE, FORM OR ACTIVITY TO ANOTHER.
As was 2013 for AICI. All too often I say, “There are no problems, only opportunities.” So dare I say, the International Board 2013 faced its fair share of opportunities thanks to transition! As we welcome 2014, it’s important that we recognize our progress and take pride in what was accomplished. A new website that has an incredible amount of potential as we move forward. A world-class digital magazine, the circulation of which continues to grow globally. The ability to obtain AICI CEU’s via webinars in multiple languages. Three exciting new international chapters and the implementation and recognition of International Image Consultant’s Day. We also formed a new partnership with an internationally recognized management company, Ewald Consulting, that brings to AICI a history of proven skills in website development, conference coordination and international association management. AICI has greatly improved its technology and seen growth on an international level and, as a result, a stronger association foundation has been built. However, the international board and I have heard you. We recognize that some of the “opportunities” we faced in 2013 have had a disappointing impact on our membership and some, to say the least, are frustrated. The international board is collectively in agreement that AICI forefathers built an incredible foundation of internationally recognized image-profession core competencies and education. It’s now time for us to lean on that foundation and rebuild our connection with each other. I see 2014 as the year to communicate to the world and each other exactly who we are and what we do, using every possible method we can. Many of you heard me say in Arizona I have a personality trait that I no longer see as a negative: I am stubborn. I intend to make sure that we share our accomplishments with the world, and I’ll not give up until it’s done. But I am a member of a team AICI and rely on this team. I defer to it and will sacrifice for it, because the team, not me, is the ultimate champion. AICI members have done it before and can do it now. See the positive possibilities and redirect the substantial energy of any frustration and turn it into positive, unstoppable determination. No one is going to fix AICI for us. By working together, making use of our new technology and tapping our incredible, innovative minds, we might just be able to fix it ourselves. We can choose to focus on what’s wrong in life, or we can chose to focus on what’s right. I am where I am today because of AICI. It’s an incredible association filled with amazing people. Let’s make 2014 the year to shout about it. But we need your help. When you stand alone the chances of withstanding challenges and overcoming them are low. But when there’s unity, victory is certain and overcoming any challenge is possible. Join us. Get involved. Let’s shout together.
WISHING YOU ALL A HAPPY, HEALTHY AND PROSPEROUS 2014. Jane
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SHARING A PIECE OF YOUR HEART CAN BRING “PEACE TO THE WORLD” By Cindy Ann Peterson, AICI FLC, AICI International Secretary and AICI Philanthropy Chair
ONE MINUTE OF SILENCE WAS HONORED AT NOON ON THE INTERNATIONAL DAY OF PEACE ON SEPTEMBER 21 BY AICI MEMBERS AROUND THE GLOBE. THIS MARVELOUS MESSAGE WAS INSPIRED BY AMBASSADOR OF PEACE AND AICI MEMBER MARIA PIA OF BUENOS AIRES, ARGENTINA. 34 | January 2014 magazine
“I think is very important to us as Image Consultants to share this initiative, following your heart and sharing peace as a possibility,” extols Pia. Pia, who received the UNESCO Peace Award in 2011 for her work through AICI, thanks all AICI members for sharing the International Day of Peace throughout our membership with one minute of silence in a vision of peace throughout the world. UNESCO and MIL Milenios chose Pia for her work with people with obesity, cancer, burns and other disabilities since 2000 and for her research work about “Resilience and Image” in adults based on customer cases spanning more than 10 years. Pia could have chosen her own image company CE Imagen to receive the award, but she preferred to designate AICI Argentina because she wanted to promote the new chapter that she cares about so much. She is serving as an Ambassador of Peace, and her life is a mission of personal and professional commitment to bringing the message of peace. She proudly carries her flag to all places AICI Argentina represents hoping to affect positive change around the globe. To learn more about how you can help promote peace in your region, contact Maria Pia at mail to: email@example.com.
MIL MILENIOUS MIL MILLENNIUM PEACE – Art, Science, Education by and for Peace 1995/2013 “There will be peace in the world when there is peace in the heart of every person” Peace with oneself, Peace with others, Peace with the Planet http://www.milmilenios.org.ar/
UNESCO IS THE UNITED NATIONS EDUCATIONAL SCIENTIFIC AND CULTURAL ORGANIZATION. UNESCO is known as the “intellectual” agency of the United Nations. At a time when the world is looking for new ways to build peace and sustainable development, people must rely on the power of intelligence to innovate, expand their horizons and sustain the hope of a new humanism. UNESCO exists to bring this creative intelligence to life; for it is in the minds of men and women that the defences of peace and the conditions for sustainable development must be built. http://www.UNESCO.org
MUCHAS GRACIAS! Maria Pia Estebecorena AICI Argentina
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UPCOMING EVENTS JANUARY 25
AICI WASHINGTON DC ANNUAL MEMBERSHIP DRIVE EVENT EVENT THEME: “A NEW YEAR, A NEW YOU”
Join the chapter in bringing members and prospective members together for a holistic view of the image consulting industry. Expert speakers and exhibitors will cover wellness tips, eating right for a healthier you, makeup dos and don’ts, personal styling for men and women, skincare steps for all ages and more. Fee is $35 Learn more and Register here.
JANUARY 30 - １月３０日
Teleclass: 自分らしくイメージビジネスを大きく加速させる方法」～思いを実現し、持続的な繁栄を築く には～ あらゆるビジネスに繋がり、大きな可能性を持つイメージビジネス。 あなたのストーリーを再発掘し、 自分 らしくイメージビジネスを展開していくことが持続的な成功の鍵。25年以上の経験と数多くのプロ育成 指導現場から、 ビジネスを確実に大きく加速させるためのポイントを皆様と共有します。 自分らしくビジネス展開するためのコアエッセンス クライアントに信頼される3つのエレベータートーク
仕事を確実に大きく加速する7つのビジネスシビリティ インフォメーションのために、 そして声域にここをクリックしてください。
JANUARY 31, 31 DE ENERO
TELECLASS - NUEVA FECHA: AUTOESTIMA EN LA IMAGEN PRESENTER: ROSARIO GALINDO, AICI CIP
En esta teleclase aprenderá a: • El oyente distinguirá cuál es la importancia de la autoestima en la imagen al finalizar la clase. • El oyente obtendrá bases para ser un mejor asesor en imagen en espíritu,mente y cuerpo. Haga clic aquí para obtener más detalles y de registro
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WEBINAR - HOW TO GET 100 IDEAS FOR YOUR NEWSLETTER AND TURN THEM INTO PROFIT PRESENTER: CLARE MAXFIELD, AICI CIP
You’ll learn: • The 3 steps to developing 100 articles • How to present your materials in a powerful manner • How to use the acronym STEM for writing • The 7 key mistakes writers make • How to use the acronym AIM for media purposes • Additional ways to make use of your articles Fee: $180 AICI members, $234 non-members Click here to learn more and register.
AICI ATLANTA CHAPTER EDUCATION DAY SEEING YOUR BUSINESS THROUGH NEW LENSES
MARCH 13, 13 DE MARZO
TELECLASS - CLAVES PARA ASESORAR A UN POLÍTICO PRESENTER: COCA SEVILLA, AICI FLC
En esta teleclase aprenderá a: • Identificar la diferencia entre una Imagen Política Adecuada o una Deficiente • Conocer los Mitos y Realidades de la Imagen Política • Comprender el Proceso para lograr una consultoría en Imagen Política exitosa • Establecer los Tipos de Asesorías en Imagen Política • Determinar las Claves para Asesorar a un Político Haga clic aquí para obtener más detalles y de registro The Association of Image Consultants International | 37
image training & coaching
empowering image professionals
personal study & webinars
Develop and expand your skills as an image consultant with our unique holistic approach. Enhance your credentials with AICI CEU authorized courses. Training DVDs, workbooks and tools you need to succeed are available on our website. Maximize your success!
products & resources
www.imageinstitute.com for articles, webstore and training information
I run out of superlatives. The courses that I attended were the most complete and life changing that I have ever experienced.... ~Janice Fisher Karen is the teacher of teachers and master of her domain. Her knowledge and experience cannot be matched.... She offers the most superior courses and texts yet available. ~Saima Haider
karen brunger BHEc, AICI CIP
image & communications coach & trainer recipient of award of excellence international pastpresident of AICI systems & products in over 70 countries
1.905.303.8636 . toronto . canada 38 | January 2014 magazine
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AÑO NUEVO, IMAGEN NUEVA POR CAROLINA BEJAR Las fiestas decembrinas terminaron, las vacaciones también y ahora comienza un año nuevo. ¿Cuántas veces al inicio de un año nos sentimos con unas fuerzas impresionantes para cambiar lo que está mal, lo que no nos gusta o lo que quisiéramos hacer pero no nos atrevemos? Pero… ¿qué pasa con esas fuerzas? ¿A dónde se van? ¿Por qué en enero están llenos los gimnasios y a los dos meses solos? Hay veces que nuestras motivaciones no son nuestras, sino son los deseos o comentarios de otras personas hacia nosotros; es por ello que cuando están frescos, decidimos hacerles caso pero cuando ya no hay nadie que nos motive o recuerde, esas ganas se van. Un cambio verdadero no viene de afuera ni de otras personas y es por eso que después se esfuman. El verdadero cambio es cuando nos damos cuenta de los errores que a lo largo de nuestra vida hemos cometido, de lo que no nos gusta en nuestras experiencias pasadas o de lo que quisiéramos hacer o tener. Es precisamente ahí donde debería venir el cambio, de esa voluntad interna. Sólo así se puede lograr un cambio permanente y no sólo para uno o dos meses. Por ejemplo, un cambio de imagen, que aparte de ayudarnos a proyectar lo que queremos en el ámbito profesional, laboral o personal, también nos ayuda a cambiar la percepción que las otras personas tienen de nosotros. Un cambio de imagen no es sólo mi atuendo; por el contrario, es aprender a dominar mi lenguaje corporal, mi comunicación no verbal y mis actitudes antes los demás; todo esto con una gran convicción interna y personal.
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SI TE CUESTA MUCHO TRABAJO REALIZAR CAMBIOS EN TU VIDA, TE COMPARTO ALGUNOS TIPS: • Comienza poco a poco, ¡no te quieras comer el mundo! Termina lo que • • • •
empiezas antes de comenzar algo nuevo. Proponte metas a corto plazo para poder realizarlas. Trata de que tus metas y objetivos sean realizables y claros. Sé constante y no olvides el motivo de tus decisiones. Prémiate cuando lo hayas logrado.
A veces puede parecer difícil, pero el hecho de tomar una decisión permanente cambia por completo nuestro entorno. No sólo se trata de cambiar nuestra imagen, también de salirnos un poco de la rutina, divertirnos más, darnos tiempo para consentirnos y apapacharnos; salir de todo aquello que nos consume y desgasta. Si todos los días tengo que hacer el mismo trabajo, altera tu día y no comiences siempre por donde mismo. El poder de decidir cómo vives, lo tienes tú. Y recuerda año nuevo, imagen nueva, ¡atrévete a cambiar!
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POWDER YOUR NOSE WITH FRAGRANCE “KNOWS”
THE MELBOURNE, AUSTRALIA CHAPTER HOSTED A SWEET CELEBRATION FOR INTERNATIONAL IMAGE CONSULTANT DAY WITH SPECIAL GUEST SAMANTHA TAYLOR, OWNER OF THE POWDER ROOM AND THE GLOBAL BRAND DIRECTOR FOR BELLABOX.
“My Perfume Master Classes cover the history of perfume, perfumers training and how perfume is made. Guests have the opportunity to experience the raw materials... and we chat about how to choose a new fragrance,” explains Taylor.
TANYA LOCOCO, AICI FLC, SHARED A FEW THINGS THE CONSULTANTS LEARNED ABOUT PERFUME THAT THEY CAN PASS ALONG TO CLIENTS: • Wait at least half an hour after spraying perfume on your skin before buying it, to know what the base notes will be and if you like them. • Don’t spray perfume on your décolletage, as the alcohol content will dry your skin and can cause wrinkles. Spray at wrists and in the air, and step into it. • Store perfumes away from light and heat - especially out of the bathroom (the temperature varies too much). • Spray yourself with a citrus perfume in the afternoon instead of eating chocolate - same effect with no calories!
Tanya Lococo and speaker Samantha Taylor
“Choosing for your client is a bit more involved,” Lococo continues. “Knowing the clients coloring, personality and skin type, and matching them to the four main fragrance families (floral, fresh, woody & oriental), requires a bit of knowledge to get that perfect match.” The Association of Image Consultants International | 41
SAN FRANCISCO CELEBRATES!
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APPLICATION NATION - The Good, The Bad, The Facts