ILOE LOOK - SPRING 2019

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LOOK WORKING WITH

INFLUENCERS PROS + CONS SELLING ONLINE NEXT GEN

LUXURY THE ICON:

KARL LAGERFELD TRIBUTE:

DAVE SOLLMAN

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APRIL 14, 15, 16 2019 ILOESHOW.COM

A LETTER FROM THE EDITOR

THE LUXURY OUTERWEAR and accessory industry is caught in between the ever-constant tug-of-war that is tradition versus change. This in and of itself is an omnipresent truth, but one that is often difficult to navigate, especially since the fashion retail world is evolving in all aspects of business.

The customer is changing, advertising is changing, customer management is changing, and even communication is changing.

Essentially everything is in some state of flux which can prove overwhelming and difficult to navigate. We have seen the retail market working to adapt as quickly as possible to the new marketplace, but many struggle to do so. How can we as businesses change in a tomorrow that seems so foreign from yesterday?

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.

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 2019 which occurs April 14 to April 16. We look forward to seeing you all at ILOE 2019.

- Team ILOE

CONTENTS (4) HOW TO WORK WITH FASHION INFLUENCERS (8) PROS AND CONS OF SELLING ONLINE (11) TRIBUTE TO AN ICON: KARL LAGERFELD (15) SANDY REPORTS A TRIBUTE TO: DAVE SOLLMAN (18) NEXT GENERATION LUXURY

HOW TO WORK FASHION INFLU HOW TO EFFECTIVELY PARTNER...

Do you want your products to sell like wildfire through social media advertising? If so, you need the right influencer strategy. This strategy involves hiring a well-known person to promote your business. Here’s how you can make social media marketing work for you:

K WITH UENCERS

1. YOU DON’T NEED TO HIRE BEYONCE TO HAVE A SUCCESSFUL INFLUENCER Not only is hiring a world-famous celebrity very expensive, but it might be less effective than

• Determine how old your customers are, and the influence marketer that you choose should be someone who is a similar age to the majority of your customers.

• Be able to accurately estimate the income level of your customers.

5. Make Sure They’re On The Right Website

hiring someone who is well-known locally. That’s because these individuals are often seen as

While these are not the only social media networks,

more relatable to the average person, and this will make people more inclined to purchase your

these are some of the best ones for clothing retailers

product(s). It’s important to make sure that whoever you hire has a significant following on

to have their influencer(s) post:

social media even if they have a significant offline following, and they are unlikely to generate much of a splash online if they aren’t making one already.

2. MAKE SURE THE INFLUENCER WEARS CLOTHING THAT IS SIMILAR TO THE PRODUCTS YOU SELL If possible, it’s best to hire someone who already wears clothing from your store, and this will be an especially effective marketing strategy for your business.

3. LET YOUR INFLUENCER BE CREATIVE While you will need to give them a significant amount of direction regarding where they will post and how often, always make sure that they have the freedom to exercise creativity in the following areas:

• It’s important to make sure that the influence marketer that you hire is able to set the language and tone of the content that they are creating, and this will help to ensure that their promotional pitch sounds natural rather than forced.

• Make sure that the influence marketer is able to determine what benefits of your products they wish to discuss, but always make sure that the benefits that they discuss are likely to be relatable to your customers.

• Ensure that the influence marketer is able to choose what images they wish to post of your products, and this will help to ensure that they look their best in a manner that’s most effective at reaching prospective customers.

•

4. KNOW YOUR CUSTOMER

• Facebook: Facebook is extremely popular, and it allows you to post images along with a significant amount of written content.

• Twitter: While there are many advantages to having your influence marketer on Twitter, it’s important to keep in mind that the amount of written content that you can have is limited to 140 words.

• Instagram: Instagram is now an extremely popular online network, and it is best if you intend to post images rather than written content.

6. Affiliate Advertising Can Play A Role In Your Influencer Strategy Affiliate marketing can allow you to reach a larger number of people with your influencer. If your influencer earns a commission for referring people to your company, he or she will be more motivated.

Know your customer isn’t just for bankers, and it’s important for clothing retailers to, for different reasons of course. Knowing your customer can help you choose an influencer, and these are some things that you should look for:

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VET YOUR INFLUENCERS 7. Vet Your Influencers

9. Talk To Your Influencer’s Followers

It’s common for influencers to exaggerate their notoriety, and this can be problematic for companies that hire them. Here are some ways that you can determine if they really are as popular as they

If someone is following your influencer, that means that your social media advertising campaign is successful, and it’s important to know what drew these people to them.

claim to be:

• In addition to checking how many followers they have, see how many likes their social media posts have.

• Determine what types of things people tend to say in response to their posts, and it’s a good sign if people tend to agree with their content.

• Take a look at the social media profiles of their followers to determine if they are likely to be a fit with your brand.

10. Consider Allowing Your Customers To Choose Your Influencer Some businesses provide customers with a survey that allows them to choose the influencer that they prefer, and this can be the most effective way of ensuring that you hire someone who really speaks to your prospective customers.

11. Keep Tabs On Your Influencers After The Job Is Done In some cases, you may want to hire the same influencer again in the future, and this is essential to determine if the influence marketer that you are hiring is right for your company. In order to determine whether or not this is a good idea, these are some examples of things that you should look for:

8. Make Sure Your Website Is Mobile Friendly Many people use their mobile devices to access social media, and this means that it’s important to ensure that your website is accessible to mobile device users. Here are some tips that can help to ensure your site is mobile-friendly:

• Avoid using scripts that mobile devices will not be able to read.

• Make sure that the size of the page is small enough to show on mobile devices.

• Be aware that certain video scripts, such as Java are unlikely to be easily read by a mobile device.

• Check to see if they are working for a competitor, and if they are, this may be a sign that you should not hire them in the future.

• Check to see if they are working for companies that are similar to yours.

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S AND CONS TO SELLING ONLINE PROS Greater Opportunities to Sell

E-commerce lengthens a retailer’s hours. While a physical store may only be open for a certain set time, an online store can remain open for 24 hours a day. Retailers do not have to worry about overnight shifts or minimal traffic with a fully staffed store. In addition, e-commerce also reduces a seller’s dependence on fortuitous weather to remain open. In other words, the online store remains open rain or shine and inclement weather may actually increase sales. The same increased opportunities also apply to geographical reach as well. Online retailing expands a business’ reach nationwide and internationally. Stores that have physical locations only are limited to selling to customers that can reach those stores. There may be additional business opportunities beyond a store’s traditional “territory.” Online selling knows no geographic limitations and can open up new markets for sellers.

Lower Overhead

Items that are sold online go straight from the warehouse to the customer. Theoretically, a seller will not have the same overhead for goods sold online that they do for goods that are sold in a physical store. This gives a retailer the ability to give deeper discounts and run special promotions online. That helps with customer acquisition and loyalty.

In addition, online discounts help a retailer build buzz around their product.

Synergy with Physical Store

An online store that is integrated with a physical location builds synergy that helps the operation of both the website and the store. Customers that have built up brand loyalty through visiting a store will be more likely to check that store’s website first when shopping online. In addition, customers that have purchased a store’s goods online will be more likely to visit a store to purchase the products they have come to love already.

No Need for Shelf Space

Retailers have limited shelf space at their physical location. Everything that is placed on the shelf may take the space from another item. When selling online, retailers do not have to worry about what to display to customers because everything can be displayed online.

CONS Losing Personal Interaction

Some retailers pride themselves in knowing their customer. Beyond simply having a feel for a customer’s tastes, the opportunity to speak with a customer enables a merchant to take the pulse of their business. With sales occurring online, retailers lose some of the day-to-day interaction with the customer that helps them understand what purchasers really need. Online sales change the character of a business and require owners to gain a new level of savvy in order to stay on top of customers’ tastes. However retailers should know that with experience, e-commerce can be integrated with physical operations.

Higher Return Rate

In addition to customers, retailers also benefit from customers being able to view and touch items prior to purchasing them. Customers who purchase online are more likely to return items that they purchased. Retailers know the difficulty that returns cause their business. Restocking brings about various inventory issues and can cut into profit margins. It is imperative prior to starting to sell online that retailers have the foresight to institute a balanced return policy that helps the customer at the same time that it protects the seller.

Increased Regulations

Opening an e-commerce venue can lead to additional compliance issues for a retailer. For example, there may be tax implications from selling to different jurisdictions beyond the retailer’s home area. In addition, there could be regulation impacting online transactions that are retailer must come to know. There are businesses that focus on helping retailers learn compliance so this is not an insurmountable block.

E-commerce is not a passing fad. Those retailers that do not take advantage of this additional medium to reach customers may have difficulty maintaining those customers. In a wired world, many shoppers make the first contact online and retailers may not get an opportunity to acquire the customer with only a physical location.

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THE ICON BY: CHARLES FRATTO

KARL LAGERFELD 1938 - 2019

How does one truly begin to define the legacy and the man who was Karl Lagerfeld? He was an innovator, a revolutionary, a genius. From the very beginning of his fashion career over 60 years ago, he has defined and redefined what it meant to be a fashion designer and ultimately what fashion was and continues to be. Even though Mr. Lagerfeld detested looking to the past and being filled with nostalgia, we cannot help but remember all that this man has accomplished in his life.

In 1955, after having moved to Paris only two years before, Mr. Lagerfeld entered a coat design competition hosted by the International Wool Secretariat. He ultimately won first prize and, in the process, befriended another fashion giant, Yves Saint Laurent, who remained a friend of Lagerfeld’s until his death in 2008. Mr. Lagerfeld soon began his apprenticeship with Pierre Balmain and solidified his fashion training. In 1958, he became the artistic director of Jean Patou but it wasn’t until the Fendi sisters asked him to take over the reins of the storied fur house in 1965 that Lagerfeld truly began to hit his stride.

It may come as a surprise to most, including those in the fur industry, that Karl Lagerfeld revolutionized the use of fur in fashion. With the expertise and craftsmanship of the most famous fur maison in the world, Lagerfeld shaped what we recognize as common techniques and styles of fur garments today. Such techniques include knitting fur, pleating on fur, and intarsia. Even the famed double “F” logo of Fendi was an invention of Lagerfeld’s in which it represents “fun fur”.

Karl Lagerfeld might be remembered most closely with his career at Chanel. But it is because of his time at Fendi that the fur industry should look to Mr. Lagerfeld with gratitude and respect as he almost single handedly defined what it meant to be a furrier in the modern age.

“a respectable appearance is sufficient to make people more interested in your soul.”

-karl lagerfeld

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NEXT GENERATION LUXURY Millennials account for about 30% of luxury buyers, and this number will increase to about 45% by 2025.

This new generation presents unique challenges for high-level furriers to cope with this change in highend consumer behavior and the changing landscape of ultra-high net worth (UHNW) millennials. Unlike their predecessors, many of the extravagant younger consumers are looking at their buying decisions in their own values and believe that they will use wallets to vote when making their buying decisions .

Top fashion designers are continuing the current next generation luxury style trends that have taken the fashion world by storm this past year. Expect

to see lots of details and texture heavy designer outerwear selections in a myriad of rich and vibrant colors so breathtaking that the clothing piece itself becomes a wearable work of art. These high-end coats are available in a delightful array of opulent materials like pure double faced wool or dyed fox, elegant cashmere options, leather trimmed in fur, reversible wearable pieces. For instant day to evening fashion statement drama, consider accessorizing your outerwear with versatile detachable fur collars. Leona Lee is now offering magnetic collars in 3 colors and two sizes.

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These practical magnetic and detachable collars can be found in indigo, black, and crystal fox. This is a simple fashion trick that can quickly transform their everyday coats, jackets, vests and blazers into something a bit more chic and luxurious for evening perfect attire. The younger generation of consumers are surprisingly in-tune with the latest in fashion trends, and these shoppers are also more likely to want their money’s worth in edgy and versatile fashion purchases at the end of their shopping sprees.

More younger individuals tend to adore true vintage clothing, and this includes their penchant for buying top-quality vintage outerwear like the timeless look of a well-made trench coat in a magnificent hue.

Leading fashion designers are using refreshing colors to update those traditional outerwear styles like soothing sky-blues or lavenders in coats or a neutral camel wool material choice for a wrap coat design.

Both men and women have copious options with various outerwear accessories that include intricate finishing details with sensational linings, ornate patterns, and reversible shearling.

This year, men and women can take advantage of the new fashion-forward outerwear options that includes simply stunning fur trims and removable collars. There are so many stellar options in outerwear for fashion-conscious men and women to select from. In order to appeal to the next generation, brands must stimulate consumer perceptions, desires and aspirations. Some factors that influence the brand’s success are the same as product quality, price increases, prices, emergencies, brand image, and product consumption.

Choosing to invest and purchasing ultra-luxurious fur and statement pieces that can be kept for a lifetime is more than a forever piece...It’s an heirloom and a work of art.

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SCOTT BERNSTEIN • RENDEZVOUS N.Y. • RENDEZVOUSNY@AOL.COM 212.268.7070 • 224 W 30TH ST, NEW YORK, NY 10001

SANDY REPORTS a tribute to DAVE SOLLMAN

The worldwide fur industry is still in shock after word was received of the sudden and untimely passing of David Sollman.

A young 52 years old, Sollman died on January 28th of a heart attack in Toronto.

Sollman’s stellar career transcended all sectors of the fur industry. He was elected to the position of President of the National Trappers Association. He also served as Executive Director of the Fur Industries of North America (FINA), which was formerly Fur wRaps the Hill. FINA is the industry’s political coalition. In 2012, while the Fur Information Council of America (FICA) was going through organizational changes and was in need of an Executive Director, Sollman stepped in.

Dave has represented the fur trade’s interests in the development of standards at the international, national and state levels. A lifelong expert in technology and trapping, he has participated in sustainable use issues for over 20 years.

as last year, in ensuring that this program was adequately funded by Congress; Opposing numerous state bans and referenda designed to stop trapping.

Sollman lobbied for an extensive range of political issues including the enactment of the Animal Enterprise Protection Act (AETA). This was the first and, perhaps the most important, achievement of the Fur wRaps the Hill/FINA coalition. Dave was instrumental in bringing the trapping community into the coalition and lobbying process, after decades of conflict between the wildlife and ranch sectors.

Eventually he became the Executive Director of the Coalition, marking his transition from being a representative of the trapping community to a position of leadership of the entire U.S. fur sector.

In addition, he lobbied for and was successful in the following: Successfully opposed the proposed legislative ban (sponsored by HSUS) on the Asiatic Raccoon; Opposed the HSUS effort to change the legal His accomplishments are notable and impressive. He name of the Asiatic Raccoon to raccoon dog; represented the trapping sector of the industry in the following: Defeated legislation designed to halt trapping on

national wildlife refugees; Successfully opposed for more than 20 years, an David Sollman receiving the Lifetime annual bill to ban the use of the leg hold trap; Development of the global ISO standard Managed successful legal effort to preserve the Achievement Award from Fur New York FWS export licensing program on CITES Appendix (ISO/TC 191) on Animal Traps; II Species (e.g. Bobcat), defeating a challenge to . the program by the Wild Earth Guardians and Development of the Agreement on International Center for Biological Diversity; Humane Trapping Standards (AIHTS); Managed a successful legal challenge to West

Hollywood fur ban; Helping defeat the proposed EU ban on the importation Managing ongoing advocacy on various state and of wild fur. This effort actually led to the negotiation local bans. and enactment of the Agreement on International Humane Trapping Standards (AIHTS); In his most recent role as Executive Director of FICA, Development of a series of Best Management Practices Sollman would oversee all the organization’s subby the U.S. Government intended to implement the committees that spearhead promotional programs AIHTS. This effort is still ongoing, and Dave was still aimed at furthering the industry’s efforts in the involved through the fur industry coalition, as recently

areas of legislation, social media, fashion, membership services, coalition building with other industry trade groups and fundraising. With those committees solidly in place and, as was done before, FICA is in the process of a reorganization and will be moving forward with all its important initiatives.

Sollman’s unwavering passion for the fur industry allowed him to work with colleagues worldwide. One of them - who he met ten years ago – was Nancy Daigneault, who became the love of his life. Daigneault is the Vice President of IFF Americas which encompasses Canada, the USA, Brazil and Argentina. She is responsible for supporting member organizations in each country and, through FICA in the US, met and worked extensively with Dave. Their extensive work relationship, and shared passion for the fur industry, grew into something very special for them both, leading to their engagement last summer.

Sollman was intensely proud of his military service having served in the U.S. Army stationed overseas. He worked for John Deere, an American corporation that manufactures agricultural, construction, and forestry machinery. He was so proud of the fact that he could disassemble and reassemble any piece of outdoor power machinery.

David Sollman receiving the lifetime achievement award from Fur New York

Acknowledging all his accomplishments, The Greater Fur New York Association presented Sollman with its highest honor, The Lifetime Achievement Award, last spring.

Along with his love, Nancy, Sollman is survived by his mother, Mary Anne, his sister and brother-in-law Melanie and Joey, niece and nephew Bethany and Jeremy, daughter Nikki, four grandchildren, Cain, Brileigh, Aubry and Ellie, his son David and a stepson, Josh Sollman and his children, Gracie and Carter.

A scholarship fund is being set up for students working towards a career in wildlife and natural resources management. Tributes to honor Dave Sollman received from the global fur industry speak volumes of his honorable character and integrity.

Dave Sollman and Nancy Diagneault

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UPCOMING EVENTS SHOW HOURS APRIL 14 + 15: 9:00am - 6:00pm APRIL 16: 9:00am - 3:00pm DAILY LUNCH - 12:00 PM - 2:30 PM Location: ILOE Bistro + Seminar Pavilion GLO FASHION SHOW + COCKTAIL PARTY Sunday, April 14 6:00 PM - 7:30 PM Location: South Ballroom MARKETING STRATEGIES SEMINAR Sunday, April 14 at 10:30 AM – 10:50 AM Location: ILOE Bistro + Seminar Pavilion LEE RAMSDELL - INSURANCE SEMINAR Sunday, April 14 at 3:30 PM – 3:55 PM Location: ILOE Bistro + Seminar Pavilion FICA STATE OF THE INDUSTRY BREAKFAST Monday, April 15 at 7:30 AM – 9:00 AM Location: ILOE Bistro + Seminar Pavilion