ILOE LOOK 2018

SM

LOOK THIS SEASONS

TRENDS INSTAGRAM BEST PRACTICES

MILLENNIALS: THE NEW GENERATION MORE THAN

SOCIAL MEDIA THE EXPERIENCE

ECONOMY

KONSTANTINOU FURS

1

FROM THE DIRECTORS

CHANGE. IT IS THE ONLY CERTAINTY IN OUR WORLD. That may sound like an oxymoron, but it’s the truth. The fashion retail world is evolving in all aspects of business. The consumer is changing, advertising is changing, customer management is changing, and even communication is changing. Essentially everything in our specific world is shifting.

This great shift can certainly be overwhelming and difficult to navigate. In fact, we see the retail market working to adapt as quickly as possible to the new marketplace. However, many struggle to do so. How can we as businesses change in a tomorrow that seems so foreign from yesterday?

Easy, we study, research, and plan. More importantly, the ILOE Look studied, researched, and planned in order to create this edition.

Our team has worked tirelessly to put together a small guide of a few of the most important issues affecting retail stores today.

In this edition of the ILOE Look we have a variety of articles that stem from exploring the Millennial shopper to what the new Experience Economy is. We also made sure to discuss Instagram and the importance of having a fully functioning website. All these things are imperative for the future success of your store. We also included a brief discussion of Fall/Winter 2018 outerwear trends in preparation for ILOE. We invite you to read and explore this edition of the ILOE Look and we look forward to host you and your stores at ILOE 2018 which occurs April 22 to April 24.

We look forward to seeing you all at ILOE 2018.

Al Zuckerman, Jeff Zuckerman, & Scott Bernstein

CONTENTS (3) WHAT’S IN STORE FOR FALL/WINTER 2018 OUTERWEAR? (5) INSTAGRAM BEST PRACTICES (9) MILLENNIALS: HOW CAN YOUR STORE REACH THIS NEW GENERATION (15) MORE THAN SOCIAL MEDIA: WHY YOUR COMPANY NEEDS A WEBSITE (20) THE EXPERIENCE ECONOMY

WHAT’S IN STORE FOR FALL / WINTER 2018 OUTERWEAR? A LOOK TO THIS SEASONS TRENDS After such a fearfully wonderful winter season (which some of us are still feeling, mind you) we cannot help but set our gaze to the next cold, chilly and snowy time of the year. Not for the actual weather, oh no. What sets our hearts a patter is the idea of all those luscious layers we get to style together, all the fashions we want to integrate into our everyday life. And nothing says fall and winter styling quite like a good coat.

Outerwear has a funny place in the market.

The majority of the world has a need for it. The majority of the world wears it almost more than any other piece of clothing. Yet for some reason, the outerwear market is one that is very, almost painfully specific and must be tuned into the wants of the consumer more than any other. It’s because so many people wear it and wear it for so long that outerwear must be stylish, and wearable harmoniously. But with

this responsibility comes the fine line between repetitiveness and boredom, and unique and intriguing. When it comes to the perfect coat or jacket, the majority of consumers want tried and true styles with a hint of modernity, a classic with a contemporary twist. This of course, is easier said than done.

But with the help of top design houses and the popular culture at large, we can navigate the waters. With these tools in hand, let’s look at the top trends for the 2018 outerwear season. First comes color. In a fashion world saturated with every colorway known to mankind, which ones are the stand outs, the ones that call to us? You can never go wrong with the big three- camel, navy, and black.

These three colors have stood the test of time and I dare say, always will. They are neutral and therefore so versatile.

They can assimilate into any wardrobe and will always carry that sense of cool. Camel lends itself to the more daring silhouettes while navy has a military flare and black will

forever hold its place as the classiest and chicest color of them all (thank Coco Chanel for that). For an added dose of dare, I suggest you think pink. Pink has been spotted on the runways and street alike. It’s fun and unexpected. Pink too much for you to palate? Look no further than the “color of the year”- purple.

Purple, when in the right shade, can be both versatile and a stand out. Go ahead, be bold.

Next come the silhouettes. As with fashion at large in the last couple years, we see a whole slew of silhouettes that are the flavor of all our diverse tastes. We have a 70’s revival of big, bold collars with borderline kitsch style buttons. In addition to this comes the power woman look of the 40’s and then later in the 80’s. Can anyone say shoulder pads? But the most comfortable styles one could argue, are of the oversized and minimal variety. They are roomy and cozy. They lend themselves to be styled in a variety of ways while keeping that classic undertone. It’s a win-win.

With all this in mind, one the most important details that needs to be considered is the actual textile of the garment. In outerwear, primarily for the Fall and Winter seasons, the objective of each and every piece needs to ensure style as well as utility. A coat may be cute but if you’re going to freeze in it, there’s no point of the coat in the first place. Traditionally, we have seen wool as the king of outerwear. With all the technological hype of the last several decades, however, we have seen a back and forth with new synthetic fibers and textiles. With this tug of war between the traditional and the contemporary, we should all come to the conclusion that the best of both will play to our benefit. Puffer and down jackets are stylish and lend themselves to a modernity that evokes an urban techie. While wool cashmere blends offer that ever classic and chic aesthetic that can fit into anyone’s wardrobe.

Yet, on the horizon we see another textile that is making its way to the scene- double face wool (DFW). DFW is a class onto its own. It is a perfect assimilation of old world techniques and new world mentality. Coats made in this fabric require no lining. In fact, a lining would ruin the overall look. And who would want a lining in a DFW coat anyway? It doesn’t fray so there is no need to hide unsightly seam edges, nor is it scratchy like some wools are notoriously known for. DFW is soft to the skin which is something we can all appreciate. Another aspect that makes DFW so intriguing is the fact that it requires a touch of hand sewing in its construction. Using this technique allows each seam to be almost invisible to the eye. This is truly a luxury that we are not used to seeing anywhere in the fashion industry today.

After looking at all that has been laid out before us, let’s make 2018 a year filled with beautiful coats. With all the various styles, colors and textiles to choose from, that won’t be as difficult as we would have initially believed.

Outerwear can truly be as exciting as any facet in the fashion industry, don’t miss the opportunity.

BY: CHARLES FRATTO - CREATIVE DIRECTOR OF LEONA LEE 4

INSTAGRAM

best PRACTICES

Running a successful fashion or retail brand is not a simple feat that is achievable overnight. Commitment, persistence, and a thorough understanding of brand marketing is essential in order to truly make a lasting impression on potential followers and future customers. Knowing the best Instagram marketing practices is a way to ensure you are capable of maximizing your reach with each post, update, and new marketing promotion you share.

Get Creative

Get creative when using Instagram and avoid sticking to solely posting photos of your products or services in use.

Instead, share photos that are relevant to your business or brand but not necessarily directly related. Create conversation with your followers and reach out to your audience to share any submissions they share with you or by using your brand’s hashtags. When you are working in retail or fashion, the more creative your content and campaigns are, the easier it is to attract new potential followers and loyal consumers.

Put Instagram Stories to Use Instagram stories allow you to share specific photos or video updates with your followers and other users of Instagram for just 24 hours each day. Instagram stories are prominently displayed at the top of followers’ feeds, helping you to gain exposure while allowing you to share more of what the brand you represent has to offer. When you share stories, increase the engagement of your users and prompt them to communicate back with you, ultimately helping to increase the number of followers you have.

Optimize Your Profile Optimizing your profile is necessary when you want to be taken seriously as a business or brand on Instagram.

Always be sure to use a logo for your Instagram profile’s page while implementing the official URL of your brand’s website within your profile’s description.

Keep your description short, concise, and informative to draw new followers in while informing those who are interested in your brand what you represent.

Get creative when sharing new taglines and slogans in your social media profiles to help grab the attention of visitors while keeping followers interested in what you have in store for them in the future.

Go Behind the Scenes Rather than just sharing upcoming promotions or new products and services you provide, share “behind the scenes” photos and video of your office or workplace to create a sense of community with your followers. The more of your “everyday life” you are willing to share with followers, the more engagement your social media pages are likely to receive, helping you to further expand and grow your brand.

Research Top Keywords in Your Industry

Collaborate With Relevant Partners Collaborating and partnering up with relevant Instagram users is another way to help with promoting your brand and increasing your overall Instagram follower count. When you cross-promote products and services with relevant Instagram users who are also working in your industry (but not directly competing with you), it is much easier to gain the exposure necessary to generate leads and potential sales.

Research various rising brands in different markets you work in to learn more about those in your industry.

Reach out with official emails and by contacting those you are interested in collaborating with directly.

Create successful partnerships and collaborations by reaching out to individuals and brands who have similar rankings in popularity and a similar number of followers as you.

Provide Exclusive Content When you provide exclusive content to your followers, increase the engagement and the number of views your profile receives as you pique the interest of users.

Use exclusive discounts and promotions to attract new followers while keeping those who are genuinely interested in your business or brand coming back for more as you continue to grow and share new content.

Use Instagram to attract new followers by providing contests, giveaways, and promotional codes that are only valid to Instagram users and current followers.

Putting the best Instagram practices to use is a way for you to quickly gain traction online while boosting followers and the number of leads you are able to generate. The more involved you become with each individual Instagram marketing practice, the easier it is to hone in on your target audience or demographic to truly appeal to them directly.

Research the top keywords in your industry along with the most relevant and trending hashtags that are currently on Instagram before publishing a new post.

Including the right hashtags maximizes your visibility on Instagram while allowing you to target specific audiences and demographics. If you are unsure of where to get started with hashtags, research the Instagram profiles of some of the top competitors within your industry.

Browse campaigns and posts shared by those in your industry who are most successful to learn more about some of the top hashtags that are currently being used the most.

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LOVELEONALEE.COM

@LOVELEONALEE BOOTH #420

MILLENN HOW CAN YOUR STORE REACH THIS NEW GENERATION

NIALS: illennials get a bad rep for being lazy, entitled brats. However, it’s important to remember that Millennials are changing the world. They are completely changing the ways businesses advertise and sell in the marketplace. Knowing this, it’s very important to make sure that your company is intentional about reaching out to the Millennial. The best way to do this is by speaking their language and hanging out where they do. There are many moving parts to consider. Begin to implement these tips and see how far they take you and your company.

1. Be Socially-Conscious.

This group likes to know that their money has supported companies with a conscious. In this politically incorrect climate, it’s nice to see companies that take a stance and care about causes outside of their own. If you’d like to entice more young adults and make an impact in the world, become more socially aware and conscious. There are many ways to do this. Do partnerships with different non-profits where a certain amount of the profits goes toward their causes. Create a benevolent fund and donate a certain portion of clothing to a women’s shelter each month. The company might want to choose one cause and really broadcast more information on how others can help. Sex trafficking is an epidemic that more women are falling prey to. Consider raising awareness about sex trafficking, how to recognize it and what to do to help abolish the problem.

2. Quick Response In this digital age, more people are increasingly impatient. Between the microwave, online purchases that arrive in two days and instant coffee, it’s clear that people like things quickly. This includes their responses from companies. Make sure that your company has a strong customer service department. Not only do they need to be effective when it’s time to handle phone conversations with customers, but there also needs to be a few customer service representatives that stay on top of what’s happening online. Social media gives people a direct line to the companies they care about. Make sure to stay on top of the notifications and respond to customers. If a customer gives a bad review or a good review, make sure to let them know that you see and acknowledge them. This is incredibly helpful in building a level of trust and accountability.

3. Brand Ambassadors Brand ambassadors are important to any company because they stand as your tribe. There are a few companies that choose regular women who don’t have a major following to be their brand ambassadors. This is a smart move because while influencers have their space in the digital space, they’re intentionally there to influence. Brand ambassadors are there to be cheerleaders of a specific brand alone and it gives off a more credible message. When your target audience sees your brand reaching out to women who are a lot like them, this makes them more inclined to pay attention to what your company is selling.

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4. Email E

More people use mobile devices than ever before. On top of that, more people check their emails than any other app on their phones. Statistics show that the sales made from emails are more than all the other digital platforms and social media spaces combined. Email marketing is incredibly powerful. Knowing this, it needs to be an essential component of your brand. Consider creating some enticing incentives to encourage more people to join your email list. Make sure to be consistent with sharing deals, news, events and newsletters with the tribe on your email list. It’s also really important to make sure that they can purchase through an email without much effort. Amazon is one of the largest companies in the world and their one-touch purchase button makes it so easy for customers to buy without another thought.

5. Mobile-Friendly

As the company works to build a strong website for the brand, make sure the graphics, information and visuals are all mobile-friendly. The reason being more people are using their smartphones and other mobile devices (tablets, etc.) to access the internet. Make sure that it’s an easy and seamless experience for a person with a smartphone to purchase clothing from your website. It’s also wise to make the contact information, FAQs and other vital content easily accessible. If a company website doesn’t place the necessary information in a way that makes it easy for a user to find, this group of young adults will quickly move on to another clothing brand that’s more in tune with the times. Convenience is a major factor in the decision-making process for many Millennials.

6. Highlight Reviews

On the website, leave a review area under every single garment. As customers flock to the website to check out the latest offerings, reviews are such helpful resources. Leave a space for customers to comment on what they liked or disliked. Also, give them the opportunity to post pictures in the actual outfits. This will help potential buyers see how the clothing falls and what it really looks like on a regular woman. Yes, models are regular women too, but clothing falls differently on them and they’ve been photographed in a specific light to make the garment look the most flattering. As people give their glowing reviews, make sure to highlight those reviews in the company’s email newsletter. It’s also a great idea to highlight a few of those reviews on social media.

7. Customer Features CF

To take the review process a step further, it’s best to make sure you have great customer engagement. If the company is targeting young Millennial women, feature them on your different platforms. With the customer’s permission, repost a beautiful photo of the customer wearing the garment. Not only will they love being featured on the company platform, it’ll send some new followers their way. It’s an easy way to express gratitude and show appreciation for purchasing fashionable garments from the brand. It’s also a great idea to feature customers who have had incredible experiences in their own lives. October is breast cancer awareness month. Use that month to promote breast cancer awareness and feature some of your customers who are breast cancer survivors.

Unfortunately, there are more Millennial women who are diagnosed with breast cancer every year. Efforts like this help customers feel seen and heard by a major brand. When this happens, they’re more likely to stay engaged.

8. Instagram

If there’s anywhere that millions of Millennials hang out, Instagram is the place. If you really want to make a brand relevant, create an Instagram account and make sure it’s active at all times. Fashion brands are dominating Instagram as there are tons of opportunities to grow. Instagram is a very visual platform where many women have built businesses surrounding fashion, beauty and music. Create a strong platform with the consistent use of InstaStories, InstagramLive and consistent posts within the feed. Use hashtags and be responsive to get the highest amount of engagement.

9. Facebook

Facebook is the mother hen of all social media platforms. It owns Instagram and continues to stand out as a formidable force. While there are many Millennials who don’t hang out on Facebook, it doesn’t hurt to make sure you still maintain a strong presence there. Use Facebook Ads to gain new customers. It’s also a wise idea to use Facebook Ads to attract a new following for your email list. Consider creating a strong Facebook Group as that’s where a lot of people love to hang out. To create a Facebook Group, it’s best to make sure it’s within a specified niche. Whether it’s a Facebook Group for postpartum moms who are Millennials. If they’re trying to find their fashionable sweet spot, offer different clothing options. This is a great way to target a very specific audience of people who still desire to look good without too much fuss.

10. YouTube

YouTube is a great place for brands to create lifestyle promotional videos. This is the place to show how the pieces move on women. It’s also a phenomenal place to show the behind-the-scenes footage. Most people love to get sneak peeks of what happens within a company. A fun way to position the brand on YouTube might involve a company vlog. Many small brands take this approach and it ends up working really well for them. It would be refreshing to see a global brand take a similar approach. Millennials love when brands tear down the veil and become more transparent.

11. Inspiration

inspo

At the core, make it a goal to really inspire your audience. Get creative with how to present the clothing. Many Millennials are so attracted to inspiration and being inspired by a movement. Create a movement with your fashion and make sure it comes from a completely organic space. While there are a lot of brands in the marketplace, they all use different tactics to attract their customers. Dig deep and decide what makes your brand different. Translate that uniqueness into your social media and email marketing campaigns. Make sure the message is authentic and it’ll go far.

NEW GENER ATION

BOOTH #917

More THAN SOCIAL MEDIA:

WHY YOUR COMPANY needs A WEBSITE

M any fashion retailers have a Facebook page – and not much else. Sure, Facebook is the world’s

most popular social network. But it’s only one slice of the online marketing pie. The fact is that today’s customers prefer more than just basic info when making a decision about which fashion retail boutique to visit. It’s businesses that present a fuller picture of their brand story that tend to be the ones that convince online searchers to be spend money at an establishment. And this is just one of the reasons why a fashion retail company needs a commanding presence outside of social media.

People Look Online for Basic Business Info People use online searches in much the same way they used to use phone books. This means somebody looking for a local boutique or shop is likely to look online first. With a website, a business can present information that includes:

better utilized for providing relevant content anyway.

It’s an Efficient Way to Gather Customer Data It’s not always easy to gather a significant amount of customer data from in-person interactions alone. And while there is certain info that’s available about social media followers, it doesn’t always paint an accurate picture of who’s interested in what a fashion retailer has to offer.

By using tools like Google Analytics, a website can provide detailed customer data right down to what particular products are generating the most interest. A website also makes it easier to gather email addresses and other basic customer details. This data can then be used to: • Send follow-up emails to website visitors who browsed to offer them an added incentive to make a purchase • Alert website visitors when items they previously purchased are on sale • Encourage customers to tell friends about the charming boutique they just shopped at with emails that include a website link

• Updated contract info (e.g., business address, phone number, fax number) • Maps showing where a business is located • Business hours

Websites Allow Fashion Retailers to Showcase Their A Fashion Website Gives a Personality There’s only so much personality that can be crammed Business Legitimacy into a social media profile. On the other hand, a website can allow to a fashion retailer to present a more Most people automatically expect a business to have a website these days. Potential customers may assume a fashion retailer isn’t as “legit” as one with a more comprehensive online presence. Not having a website also raises questions in customers’ eyes. They may wonder if that fashion retailer is just getting started and running on shoestring budget, or they may have doubts about getting a hold of someone from that shop if they need further assistance after a purchase.

detailed brand personality that goes beyond trendy styles. Personality can be infused into a website with:

A Fashion Retail Site Provides a Solid Base for Marketing Efforts

While many shoppers are active social media followers, this isn’t always the case. A website is something just about anyone can access with a search done on any Internet-connected device. Plus, not all fashion retailers are going after younger shoppers who tend to be more active on social media. Websites generally have a broader appeal that can serve some fashion retailers better than social platforms with narrower demographics.

A well-designed website can serve as the prime destination for many different marketing efforts.

For instance, print ads, broadcast ads, and business cards can include a mention of a website to encourage customers to learn more about what type of fashions are offered or what’s on sale at any given moment. It can also complement existing efforts, and even minimize the need to be so “salesy” on social media pages, which are usually

• A unique mix of content that includes text, images, and videos • Blog articles directly included on the website that discuss various topics of interest to customers in greater detail • General tone with content that can be expressed in greater detail across multiple pages Not All Potential Shoppers Are Active On Social Media

It’s an All-In-One Online Resource Facebook is excellent for real-time interactions and engagement. Twitter is good for sending out quick info or incentives. A blog is ideal for in-depth insights. But a website can be all of these things for a fashion retailer. It’s easy to incorporate many elements into a single site with additions that can include: • • • •

this show why websites aren’t just for businesses that offer most or 4all of their products and services online.

4 A Well-designed website that’s properly optimized for search engines like Google and Bing can also provide an added incentive for customers to call a store or stop by in person to check out selections.

Social media feeds YouTube videos Coupon codes Announcements of seasonal sales

Since fashion retailers often have physical locations, owners tend to assume there’s no point in having much of a Web presence. However, more than 50 percent of local online searchers will visit a business’ physical location within 24 hours of finding info about that business online. Stats like

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THE EXPERIENCE ECONOMY: WHAT IS IT AND HOW DOES IT AFFECT YOUR STORE

The marketplace and the economy in the United States are in a state of flux. Just look to the “Amazon Effect” where we as consumers want to be able to sit at home on our couches, maybe with a glass of wine at the end of the day, and shop. More importantly, we want to shop and have free two-day delivery. What is better than that?

While Amazon meets our needs and desires for simplicity, it does not fulfill us emotionally or even socially. In fact, the world has become quite impersonal with all of the technology at our finger tips. Amazon’s Alexa does not satisfy our need for experiences or even social interaction.

Sure, it tells us the weather or orders more of anything we may desire, but it does not give us any experience.

Consumers are crying out for social interaction. According to recent surveys, 73% of consumers prefer to shop at stores that personalize the shopping experience. More importantly, 63% of consumers think that customer experience is more important the price when it comes to brand loyalty and shopping at a store. What’s more, only an estimated 8% of retail stores are considered to have a “very integrated” customer experience when it comes to combining online and in-store relations. And, given that 84% of consumers 20

think that retail brands need to be doing more to integrate their online and in-store presence means that there is an opportunity to capture the local market share and loyalty of local shoppers in retail establishments through both online and in-store experience.

As the statistics state, experience matters. The United States’ economy has made a drastic paradigm shift in that consumers are not making spending decisions for the sake of service rendered or even the price of an item, but rather are choosing to give their loyalty to stores that provide them an experience that leaves them feeling satisfied and wanting more. The impersonality in shopping in the form of Amazon or even just various social media channels leaves the consumer with a strong desire to find a place that makes them feel good about their purchases in regard to their experience. Essentially we have transitioned away from a service economy to an experience economy. This means that in order to be successful, retail establishments need to market their experience and what they stand for not what they do or what brands they carry.

Essentially, in order to be successful in this new economic marketplace, retail stores need to focus on the why they are in business and not the what or how. Sure, a store may have great customer service, carry the best brands, or even offer clothing and accessories at the best prices in a given geographic area. While this all sounds like the way to the heart of the consumer of yesteryear, it does very little for today’s shopper. A shopper that craves experiences over “stuff.”

But what is experience? How does a store create one that appeals to the local shoppers? More importantly, how can a retail establishment integrate both online and in-store experiences? The answers to all of these questions is simply focus on your store’s unique story. Answer these questions: 1) why did you choose to open your store? 2) what image do you want to convey to shoppers? 3) what are your store’s core values (this is likely your core values as the owner)? and 4) are you, as the owner, communicating this story to your employees, and more importantly, your customers?

If a store is able to answer these questions and can further

tailor every interaction with current and potential customer to fit their why, then the retail store is well on the way to achieving success in this new experience economy. In other words, it is absolutely imperative for retail stores to develop their way so that they can be intentional in their interactions.

Intentional interactions that stay true to the store’s unique vision and values will lead to not just to loyal customers, but to a new and energized fan base that can help market a store and make it successful.

Ultimately, be true to your values and be passionate towards them. Make the consumer understand and buy into your values by creating a persona and a way to lead life and broadcast it on your stores’ website, social media, and in the store. This is what experiences are made of. This is how the consumer of today is won over. And, if a store can adapt to fit into this new economy of experiences, then the store is well on its way to success.

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