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COLORS TO LOVE
CUSTOMER RETENTION & ACQUISITION
WHAT DOES RETAIL MEAN IN 2021?
GETTING SERIOUS ABOUT GREEN
OMNI ENGAGEMENT
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C O LO R S Q 1
PMS 351 C
PMS 304 C
PMS 311 C
PMS 2128 C
PMS 4289 C
PMS 709 C
PMS 2026 C
PMS 122 C
COLORS TO LOVE
Q1 21 COLOR
AB PATTERNING
PEARLISED
ENGINEERED KNITS
GEO METALLICS
SPACE DYE
GRAPHIC OPALESCENCE
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PA N T O N E
PMS 17-5104
COLORS OF THE YEAR 2021
PMS 13-0647
D i d Pa n t o n e g e t i t r i g h t ? Th e j u r y i s still out. Illuminating 13-0647 is not for all as a core color on product but best used as am accent for zippers, seam binding , topstitching and linings.
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ITEM WATCH SHAKET
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BRAND TRIBALISM DEAD OR ALIVE?
WINDOWS-SHOPPING
LOYA LT Y I N 2 0 2 1 We all know it’s a noisy marketplace and loyalty is harder than ever to come by. It doesn’t WINDOWS-SHOPPING - The act of opening matter if you call them customers or multiple windows on your smart device to find the optimal combination of price, clients, they’re all at their savviest. selection, shipping options, free shipping, To win them over and keep them on curb side pick-up ,coupon codes and your team, they need to see rewards/loyalty points for an item. This themselves or their business in your action takes the shopper out of the ecosystem of a single web-store which cuts off brand. In the reality of 2021 relying adding multiple items into one shopping cart on brick-and-mortar environments from one brand. for your tribe to feel at home is all but gone and potential sales can be NEW TERMINOLOGY disrupted by ”windows-shopping” To catch and keep the wandering audience brands are using social media to engage their loyalist, giving them a peek behind the curtain with an opportunity to participate in product creation and curation of the brand story. Brand support loyalist participation from well-connected consumer segment ambassadors to app-based customizable interface and products creates a brand tribalism that converts into dollars. C U S TO M E R
R E T E N T I O N
&
A C Q U I S I T I O N
WHAT DOES RETAIL MEAN IN 2021?
Shopping with augmented reality has had a rocky start. Lining up the technology to maneuver a smooth buy moment was cumbersome. With the advent of improved AI learning, and smart camera-tech brands ranging from Walby Parker, Sephora, Ikea, and Target make it a very easy buy moment. The Next-Gen of AR shopping will take the experience outside of the one store environment by using a Shopstyle model that selects like products based on a range of customizable parameters such as gender, price point, and preferred brands. Q1 21
B R I C K & M O R TA R i s n o t g o i n g a w a y, b u t i t w i l l b e
D I F F E R E N T. Adidas AR equipped outlets allows loyalty members special access to product displayed in store but only available for purchase by a member. To further drive loyalty, nonmembers will be able to see the product and prompted to join for purchase. This cleverly uses sneaker freaker madness and restricted access to secure membership.
Levi’s next-gen stores uses their app to curate the in-store by picking your preferred item, size etc. Your selections are ready for try on via a time slot and QR code . Go to the store, scan the code for directions to a dressing room , you are handed your selection and if it fits completing the buy moment in the dressing room. The only contact will be removal of security tags and bagging the items.
Sephora had already flipped the script by moving cosmetics from a counter based system to a self serve model. To further this CV19 accelerated a move to a kiosk system paired with AR. Use the AR to confirm your color, buy in app , then pick up your item in store from the kiosk. Shortening in person time and removing samples to try for public health reasons.
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GO GREEN
n o , s e r i o u s l y. . .
•Realize Climate change denial is (forgive the painful cliché) gone the way of the Dodo. A general global understanding that our planet is heading in the wrong direction is now seriously moving into action. With that realization what is the low hanging fruit….. PACKAGING. It is much easier to change your packaging than to reverse engineer product to be at least carbon neutral.
•Recycle Before Covid there had been some serious strides in turning recycling into real product by major brands. Levi’s as well as Adidas with the Parley brand have funded serious R & D as well as marketing dollars into global programs that are becoming profitable. As the world opens back up, the proof of concept is undeniable. Major raw goods supplier are now on-line and providing product to work with so, GO RECYCLED!
•Refill A very easy way to reduce single use plastics is to not shy away from plastic but create long lasting containers that can be refilled . The beauty industry as well as grocery has been leading the charge with expanding options at all price points.
•Reuse Further supporting the efforts to eliminate single use plastics the options of reusable vessels has had a serious style upgrade giving the consumer a reason to buy beyond just doing the right thing.
•Return Let us be honest ”Going Green” has always been a great idea but the numbers didn’t add up for profitability. In the past it may have added some favorable impressions but not sustained growth in market share. Today’s consumer is savvy, does the research and votes with their dollar, so highly engage brands like Patagonia & Adidas are seeing brand impressions turn into growth and fuel for brand tribalism.
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•Reuse
•Refill
•Recycle Q1 21
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omni Unlocking the secret of turning brand awareness into revenue can be an elusive and costly goal. With the lock- down of Covid everyone and their mother , yes, their mother is an ”influencer” and multiple social media platforms as well as endless apps and tools further adding fuel to the fire and brands efforts can burn fast without much to show for it
engagement W h o ’s d o i n g i t r i g h t ?
To be successful an omni-channel approach is the ticket The concept is simple but don’t underestimate the amount of coordination It takes from the brand and your E--commerce partner to turn impressions into dollars. Here are a few tips. 1- Embrace your marketing calendar this will be a guide to get the ducks in a row. 2- Pick product that is natural fit with your brand and speaks to your demo. 3- Create and maintain as many connection points as possible to direct back to your e-commerce. Obviously, it is not THAT simple but more to come soon on this topic.
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