ILOE LOOK Magazine

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THE FUTURE OF FASHION (HINT: LOOK TO THE PAST) HOW THE ECONOMY WILL AFFECT RETAIL IN 2018 SIX WAYS TO IMPROVE YOUR BUSINESS THIS YEAR 1

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FROM THE DIRECTORS Each and every new year, we as individuals and companies look at the past year and take time to reflect upon all things good and bad. It is from this reflection that we are able to come up with our unique resolutions that we work to meet for the coming year.

So, what is ILOE’s resolution for 2018? Easy, it is to better serve you, the retail stores that make up the North American cold weather apparel industry. We know you may be thinking, ‘how blasé.’ Every service-oriented company in the world says their mission is to meet the needs of their clientele better each year, but yet rarely make meaningful changes to their organizations to adequately do this. As the proverbial “they” say, talk is cheap, but let us prove to you we do what we say.

First and foremost, through a lot of introspective thinking on our part we came up with the idea that ILOE needs to serve you all year rather than just for three days out of the year at our annual trade show. Thus, we came up with this trade publication concept, the ILOE Look. Additionally we are making some important improvements to the ILOE trade show to benefit you.

The ILOE Look is our new publication that provides insightful business analysis, business development ideas, fashion trends, and even fun interesting articles about whatever is trending at the moment. Essentially, we want to help you reach your customers better all year long. We want to be the ultimate resource for you and the ILOE Look is our medium to do this.

At ILOE 2018, which will take place April 22 through April 24 in Rosemont, IL, we will be implementing ILOE Insights, a seminar series that where industry experts provide pertinent information and easy to implement strategies that will help you connect with your customers and grow your businesses. Additionally, the ILOE team has been scouring the globe to fill our mobile showrooms with high-quality vendors that showcase a wide variety of cold weather apparel, accessories, and footwear.

Essentially, ILOE is using 2018 to serve you . . . to help you grow your business. We will be a consummate resource for you starting now and well into the future. So, welcome to the ILOE and our new ILOE Look, and let’s build up our industry together.

Happy New Year and may 2018 be prosperous.

Al Zuckerman, Scott Bernstein, & Jeff Zuckerman

Contact us at info@iloeshow.com or 407-614-5768

CONTENTS (3)

FASHION VS. STYLE

(5)

2018 ECONOMY

(7)

WHY ATTEND ILOE

(10)

NEW YEAR'S RESOLUTIONS

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THE PARALLELS OF MARKETING AND DATING

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FA S HI ON FA D E S , O N LY ST Y L E R EMA I NS With these immortal words the legend that is Coco Chanel accurately observed what so many in the Fashion Industry seem to be completely ignorant of. For most, trends are the business of the day, quite literally. But as we know all too well, as soon as a trend is in it is all the more quickly out leaving us in the dust and badly dressed. Luckily the designers and “trend setters” have heard our plight and brought us back to the basics. We see now from the shows in New York, London, Paris, and Milan that fashion has taken a step back and style is rising again. Designers have resurrected the foundational silhouettes of outerwear and added that always allusive “modern twist”.

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There are made available styles that are complimentary to every shape and personality. A-line overcoats are providing that ever so feminine and chic New Look of Dior. A synched in waist with the added flare of the hem sweep elevates the female form while always ensuring lady-like qualities.

The Biker and the Bomber lend a hand to the edgy risk-taker in all of us. Supple leathers paired with thick, rib knit trims add a unique and unexpected “Rebel Without a Cause” mood. Boxy makes it Mod and the decades of Jackie O spring to mind, a time when true American Sportswear was just making it to the scene. Shearling continues to ride high on its proverbial horse. Season after season we

have witnessed the love affair between so many designers and their shearling looks, one that is sure to be remembered.

And then there comes the fur. Fur, more than any other outerwear styles has made the biggest comeback. Sure, it may be slow but don’t all good things take time? There is a new dawn breaking as designers are throwing caution to the wind and sending fur back down the catwalks. Thank Fendi for not only being unabashed in the sight of fur critics but for being ever bolder and creating their very own Fur Haute Couture collections, elevating fur to the very top echelon clothes making can ever hope to become.

This time, however, they are making it fun, exciting and unexpected. These aren’t your grandma’s coats, or even your great-grandma’s for that matter. Instead we are seeing new and exciting shapes, colors and piecing. A major new shift is from all fur coats to fur trimmed coats. With Millennials as the new emerging super buying power, we are seeing that the all fur coats of yesteryear aren’t quite the bread and butter business like they used to be.

Instead it is the elevation of coats with fur that are taking the stage. Take for example a tailored wool overcoat. A beautiful piece to be sure but add a fur shawl collar and instantly the piece knocks it out of the park. Thinking of new and interesting ways to accent deigns with fur is making the fur industry exciting again and creating the opportunity for a new generation of customers to become immersed in this luxury.

So, as we begin this new year be sure to remember those unwavering words from Mademoiselle Chanel. And so-to from her successor, Karl Lagerfeld, as he so rightly puts it, “Trendy is the last stage before tacky”. Don’t be trendy, be stylish. Listen to Karl, he knows what he’s talking about.

Article by Charles Fratto Creative Director of Leona Lee 4

How the Improving U.S. Economy will help Fashion Retail Stores and Boutiques

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Improving U.S. Economy Could Bolster Fashion Retail Industry in 2018

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igns are quite promising for a growing U.S. economy and renewal of the fashion retail industry in 2018. The economy has grown 3.3% in the third quarter of 2017, the stock market is booming towards 25,000, housing starts and sales are on an incline, job creation is rising and there are more indicators of an improving U.S. economy.

Still reeling from 2008, when the industry saw shocking 4.6 percent drop in retail sales, retailers have been looking for steady growth. For a decade, retailers have been holding on, paying higher rents and salaries for their necessary retail space, hoping for consumer spending to increase. This Christmas, retailers got a heartwarming and profitable gift: retail sales up 4.9% in 2017 according to Mastercard SpendingPulse report which derives its outlook from all forms of payment data gleaned from both online and offline stores.

“Retail sales are at record numbers,” tweeted President Donald Trump taking full credit for the uptick in retail sales. “We’ve got the economy going better than anyone ever dreamt – and you haven’t seen anything yet!”

tors have decreased in December 2017 based on data from the University of Michigan and the Conference Board Consumer Confidence Index.

Yet the Trump’s announcement of tax reform may have had an underlying effect in improving the U. S. economy and the growth in retail sales at year end.

Trump promised tax cuts during his first year in office. Yet, with Congressional Republicans not always being on the same policy page and Democrats desperately seeking to stop any legislation which would benefit Trump, many did not see a tax reform bill being passed.

However, just before Christmas, the Senate delivered a tax reform bill that made substantial changes in the tax code. The new tax bill, which doubles the child tax credit and cuts the corporate tax rate from 35 percent to 21 percent, got mixed reviews from the media and business analysts. Support for the new legislation from banks, corporations and retail industry leaders was immediate.

“This is landmark legislation that will boost our nation’s economy more than anything we have seen in decades,” said National Retail Federation President and CEO Matthew Shay in a press statement.

The National Retail Federation is the world’s largest retail association representing retailers in the U.S. and 45 other countries. The NRF believes that tax reform which cuts corporate taxes will provide an incentive to hire more employees and invest in infrastructure and new innovations.“Consumers with jobs and money in their pockets benefit the entire economy, including retailers and every job behind every product on our shelves,” said Shay.

Not so fast Mr. President, says business economist Douglas Hubscher who contends the increased retail sales figures were largely due to the policies of the previous administration.

online sales are growing four times faster than in-store sales

“If sales jump again next Christmas, then Trump can get credit for his tax breaks and economic incentive programs that would have spurred consumer confidence and spending,” Hubscher told Xinhua, a Chinese news agency.

The announcement of tax reform may have spurred spending as Americans anticipate tax cuts which translate into more disposable income in 2018.

In truth, consumer confidence indica-

At least one business analyst was willing to give some credit to President Trump

successful push for a tax reform bill.

“This market is being fueled by a host of factors,” said Fiscal Times columnist Liz Peek on Fox News. “Some of which he [Trump] should get credit for.”

The jury may still be out on who or what is responsible for an improving U.S. economy. Yet, the retail industry is poised to top $5.5 trillion by 2020, according to a projection analysis by Business Insider Intelligence. The report sees US retail growing $200 billion each year with mobile commerce or M-Commerce in the driver’s seat of those large figures. The next generation of consumers will trend towards buying and selling goods and services via cell phones, says the report.

In-store sales are still much larger than e-commerce or M-commerce. The report points out that online sales are growing four times faster than in-store sales.

Changing demographics is another factor which encourages retailers to anticipate 2018 as a banner year. Millennials, which are in their spending prime, seem to be more optimistic about the future.

Unlike their parents, these young shoppers plan online before visiting stores and kick off their holiday shopping spree on Black Friday, according to a Statista survey. More disposable income for this generation of shoppers is certainly a boon for the retail industry.

“Overall, this year was a big win for retail,” said Sarah Quinlan, senior vice president of marketing insights at Mastercard. SpendingPulse sees some of the largest sales gains in electronics, appliances, jewelry and home furnishings.

More specifically, the fashion retail industry may see a banner year with fashion sales growing globally by 3.5 to 4.5 percent reports the McKinsey & Company’s “The State of Fashion 2018.”

The report warns fashion retailers of the strength of M-commerce sales and e-commerce giants like Amazon, Zappos, and Alibaba. It also mentions the need for remaining competitive in servicing a more demanding and sophisticated consumer.

“After a tough but improving 2017, a continued recovery is on the horizon for 2018,” says the report. • 6

LOCATION: The Donald E. Stevens Convention Center is conveniently located 2.5 miles from Chicago O'Hare international airport (ORD) and 17 miles from downtown Chicago.

ACCOMMODATIONS: ILOE has reserved blocks for guests at both the Hyatt Regency O’Hare and the Hilton Rosemont hotels. Book now to reserve at a reduced rate at iloeshow.com.

LUNCH: Each registered retail company receives up to two free lunches each day of the show.

NETWORKING: GLO, the opening night fashion show and cocktail hour is the perfect opportunity to rub elbows with those in the cold weather fashion industry.

CHICAGO – APRIL 23, 24, 25 7

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@LOVELEONALEE

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Build an informative website

Utilize the power of partnerships

Actively engage on social media

In 2018, it is unacceptable to own a business and not maintain an online presence.

Note that while social media is an aspect of having an online presence, it does not replace a website. Make sure your website has the correct information on it. If it has not been updated in a while, make it current. If you own a brick-and-mortar shop, make sure the address is located on the website. Contact information should be easy to access as well. Most people use the internet through their phones so it is best to make sure the website is mobile-friendly.

When it comes to the fashion world, one of the strongest partnerships is between boutiques and brand ambassadors. Brands like FashionNova have dominated Instagram with their looks on an array of celebrities and Instagram models. Find an Instagram model or celebrity that really aligns with your company’s vision and develop a partnership. Take a look at their following and statistics to decide if it would equate to a great return on your investment.

You can also do the same type of partnership with YouTube personalities as they will do try-on hauls and advocate for your merchandise. Offer a coupon code and track how many purchases come as a result of that partnership. This will help you decide whether or not you will want to continue the partnership.

Fashion is a major component of social media. So many people love taking full-body pictures to show off their outfits and get tons of affirmation. It is an amazing place to gain a lot of followers and turn those followers into dollars. Start with a platform like Instagram and gather a list of 30 hashtags to use for each post. Make sure that one of those hashtags includes the company name. Start following brands that are similar to yours or follow people who follow brands that are similar to yours. Be consistent with your posts and actively engage with the people you want to become followers. As for content, more people tend to watch live webstreams and the mini-sized video clips than ever before. In many cases, people want to see how garments move on a person and so videos can be tremendously helpful.

Maintain a searchengine optimized blog

Create an active email list

Host events and popup shops

When most people visit a website, they want to see contact information and a blog.

Whether your blog shares the new items in the store, behind-the-scenes footage or a day in the life of the owner, make sure the content is diverse and interesting. It is also wise to share content that is going to help the reader.

While you may develop a number of fans as the owner of a boutique, most people do not really care deeply about your personal interests. Do not waste most of the posts focusing on you. Instead, share fashion tips and ideas for ways to dress for your body type. Figure out what readers might want to learn more about and really highlight those subjects in your blog posts.

Any internet marketer will easily confess that the money is in the list. It is really important to build an email list. Social media platforms have their strengths and are certainly helpful to build brands. However, you do not own your Instagram feed or Pinterest pages. Instagram and Pinterest do. If they decide to cancel your page or shut down the entire platform, you will lose your entire base. Your email list is something you own and can fully control. Create incentives for followers to head over to your website and join your list. Offer an incentive like a free e-course that walks the student through building a perfect wardrobe or the importance of tailoring items.

From time to time, offer sales and other incentives through the email list to keep people engaged and responsive.

Offline marketing can be pretty powerful. If you are used to hiding behind the internet, let 2018 be the year that changes. Start with a pop-up shop event and get the word out so you can meet your followers in person. If you do this on a regular basis, this will help you develop a strong rapport with your customers.

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llow the new year to be the time to launch out into the deep end, exercise some faith and try something new.

You would be amazed at how getting outside of your comfort zone can really help you increase your profits, success and fulfillment within the business.

With a plan and these tips, the sky is truly the limit.

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Marketing is more like dating than you realize.

Article by Julia B. Pappas of JB Designs

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Ma r k e t i n g In s i g ht s

Social media marketing, especially in theory, is sometimes hard to relate to. Examples are often abstract and best practices can feel useful only in hypothetical situations. In an attempt to make it more relatable, I’ve begun comparing social media marketing to dating.

The parallels are surprising. Both are slightly awkward in the beginning, become more comfortable over time, and can be immensely rewarding.

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o begin, you will need to narrow down your audience or prospects.

Everyone has a type – your business is no different. You wouldn’t spend your time attempting to meet someone at the monster truck show if you personally had no interest in the sport. The same goes for social media marketing. To make the best use of your resources, channel your efforts to only the social media platforms that include your audience. This means you will need to know the general demographics of each platform. If you find that your target market can be found on multiple platforms, only participate in as many as you have the resources for. We recommend starting with just one (usually facebook as it is the most-used platform), then adding additional platforms as you go.

Once you have someone’s attention, you should focus on your first impression. While you could sit down for coffee with someone and tell them your life story in the first 5 minutes, you are more likely to start with the most important aspects, then build as the relationship strengthens. To begin, ask yourself what message you want to lead with? How can you best tell your story in three sentences? In one sentence?

The next stage is the most critical for a longterm relationship. Once someone knows who you are, they must be compelled to continue the conversation. You would not keep repeating the same introduction over and over – you would instead share new information about yourself as the relationship grew. What are your roots? What do you stand for? What makes you different?

In marketing, this phase of sharing can feel one-sided – but it isn’t. Once your customers begin to engage with you online, you can start learning about and interacting with them. If someone comments or asks a question, it is important to not only respond but that you do so in a timely manner. Pay attention to the questions they ask and the content they engage with. For example, if a particular post is receiving extra attention, identify why. Perhaps it is a photo of a new product that is popular. Your next step should be to create more content of the same kind and factor this engagement into your business decisions.

Overall, the key is not to feel detached from your social media relationships. Once you remember there is a real person on the other end of the screen and begin to act accordingly, you can shift from impersonal to personal.

Take your marketing to the next level and reach out to Julia B. Pappas at JB Designs for a consultation at breinholt.julia@gmail.com

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