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by Melany Cabrera How to sell a product to

MILLENNIALS Three easy steps that will make your marketing strategy stand out from the rest

Instagram, the future

OF RETAIL? See it, click it, and buy it without even leaving the app

Color

IMPACT One color is not enough for branding, marketing & advertising

E-commerce

BASICS Essential knowledge to succeed in the virtual world

WOMEN E MPOWERMENT continuing the fight for gender equality

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SIM PLI CITY

PHOTOGRAPHER: SANTIAGO PINEDA MODEL: ENNIE RAMOS STYLIST: MELANY CABRERA PRODUCTION ASSISTANT: VICTOR LUCENA

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MODEL: ENNIE RAMOS STYLIST: MELANY CABRERA PHOTOGRAPHER: SANTIAGO PINEDA PRODUCTION ASSISTANT: VICTOR LUCENA

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ABOUTthe EDITOR Melany Cabrera is a fashion professional whose area of expertise is marketing, e-commerce and social media - “The future of retail,� as she refers to it. She has a fashion blog named Mode To Go and a YouTube channel named Melany Cabrera, both of which make her expertise grow and expand every day as she experiences the social media world, as a consumer and as a content creator. She has managed to engage an audience with her blog through Instagram, posting constantly about fashion and lifestyle. She also creates and edits videos every week on her YouTube channel. She is originally from Margarita, Venezuela. From an early age, her grandmother who is a seamstress exposed her to fashion. The next step was to discover the marketing and merchandising area of the business, her true love. Since then, she has not stopped educating herself and getting all the experience that she can get. In that way, she will reach her long-term goal of being one of the best fashion marketing specialists in the industry.

LETTERfrom theEDITOR Three years ago, I had no idea that I would be capable of using design programs to create a fashion magazine. In the last three years, I have grown professionally and personally. I went from knowing little about the fashion business to using and applying its concepts efficiently on a daily basis. I also went from living with my parents in Venezuela to living alone in a completely different country with a different language. I have become a better version of myself, and now I am aware of what I am capable of doing. The issue that you are holding in your hands is an appetizer of some of the work that I have put together in the last 3 years in the Fashion Marketing and Merchandising Program at The Art Institute of Fort Lauderdale. This magazine reveals my passion for the fashion marketing area. It showcases my skills at utilizing social media and e-commerce, creating content, layout and advertising. All of which reveals my style, art direction, and self-expression. However, this is just an appetizer, there is more to come. I hope you enjoy it.

Melany Cabrera

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Mode is not fashion.

Mode is how you interpret it.

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MODEL: ENNIE RAMOS STYLIST: MELANY CABRERA PHOTOGRAPHER: SANTIAGO PINEDA PRODUCTION ASSISTANT: VICTOR LUCENA

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INSTAGRAM, THE FUTURE OF RETAIL?

WOMEN

10 EMPOWERMENT

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CONTENT SPRING-SUMMER 2018

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HOW TO SELL A PRODUCT TO MILLENNIALS

22 COLOR IMPACT

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24 ECOMMERCE BASICS

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PHOTOGRAPHER: SANTIAGO PINEDA MODEL: STEPHANY ORBEGOZO PRODUCTION ASSISTANT: GIOVANNI ARAMENDIZ

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WOMEN EMPOWERMENT

It is now 2018 and the gender pay gap still exists. Women are unable to own land in some countries. Divorce terms still remain uneven in some nations and women are still fighting for the right to be educated. Also, some girls are forced to get married and have children at a very young age. In 2018, 1 out of 3 women have experienced some form of physical or sexual violence in their lifetime. This is why we need to continue this fight, SPEAK UP, have a voice and stay on focus. We must believe in ourselves, be real, follow our dreams and not let anyone stop us. Moreover, we need to respect and love ourselves, not be afraid, and help, support and empower other women. Together we are stronger.

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PHOTOGRAPHER: SANTIAGO PINEDA MODEL: CAROLINA DE LAS CASAS MAKE UP: CORINA BRICENO

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PHOTOGRAPHER: SANTIAGO PINEDA MODEL: CAROLINA DE LAS CASAS MAKE UP: CORINA BRICENO

Feminism is a social and political movement that started at the end of the 18th century. The goal still is to make women aware of the oppression, domination, and exploitation they have experienced throughout the years. Feminism stands for the liberation of gender and the equality of sexes. It seeks to establish educational, political, economic, social and professional opportunities that are equal to men. Being a feminist is not an insult. It does not mean being radical or extremist. Being a feminist does not mean that you are “anti-male” or “pro-abortion.” It does not mean that you get to show your naked body in front of people. Being a feminist simply means that you believe in gender equality, respect, and freedom.

“Respect is like money, you have to earn it. Unfortunately, respect does not always come with the territory. Real respect comes from how we relate to everyone that surrounds us. It is best achieved through a generosity of spirit. Do not cheat yourself. Do not give up into a weak moment. Every time you cheat yourself you are disrespecting yourself. Remember, if you have respect for yourself, everyone else will.” -Norma Kamali Right now, we are living during the “women’s empowerment” revolution. We are no longer victims, we are fighters. We do not need men to include us because we are including ourselves. We are empowering ourselves. We are advancing. We have a voice, and we will succeed to make the world a better place for our children. The more women who are included in this movement, the more successful it will be. Women are naturally more compassionate and concerned than men. However, the job is not done yet. The goal has not been achieved. There is so much to be done in this fight for equality. We need to keep fighting. For women, it has been a long way to develop a voice. Now that we have it, we cannot be silent.

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“

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Feminism is understanding what we are. It is knowing that we must not be afraid to speak. It is using our strength and voice in our favor. It is educating those who do not know about it. -PINK ABOUT THAT

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Millennials have all the tools they need to make a purchase decision. They can find out everything about your brand with just a few clicks on their smartphones. Also, they can compare prices with your competitors while they are standing in your store. However, selling to them is easier than you think. You just have to remember that successful brands do not sell products, they sell a lifestyle.

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MODEL: ESTEPHANY ORBEGOZO PHOTOGRAPHER: SANTIAGO PINEDA PRODUCTION ASSISTANT: GIOVANNI ARAMENDIZ

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Step 1:

DO NOT SELL THE PRODUCT

Sell the idea, sell the lifestyle, sell the feeling, but never sell the product. Millennials do not believe you when you say that your product is the best and most affordable. Most of the time they think the opposite when you sell the product in such a “plain� way. They want to know why your product fits their wants and needs and how your brand can help or improve their lives. They want the idea, the feeling or the lifestyle that your brand can bring to their life, not the product that is also available from twenty other companies.

Step 2 :

CONNECT WITH EMOTIONS

The brand needs to advertise in a certain way; so the potential millennial customers can develop a feeling that will have an impact on their life. Millennials are more sensitive than any other generation because they care profoundly about important social causes such as; global warming, economic inequality, animal rights and recycling, to name some. For that reason, you have to give your brand a human face that millennials can easily relate to. Of course, it has to be a cause that your brand really cares about and wishes to support.

Step 3 :

SHORT, SIMPLE AND SWEET

Millennials are very curious, but they are also busy most of the time. Their attention is constantly changing from notification to notification. Trying to engage them for a long time will bore them. If you do not tell them right away what your brand has to offer, you may not even get a second chance. Also, brand transparency is very appreciated by millennials. Cleverness and originality will grab their attention right away. However, do not forget the two steps mentioned before while trying to engage them; do not sell the product and connect with emotions.

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MODEL: ESTEPHANY ORBEGOZO PHOTOGRAPGER: SANTIAGO PINEDA PRODUCTION ASSISTANT: GIOVANNI ARAMENDIZ

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,

the future of retail? Instagram today is everything: providing our mid-morning coffee entertainment, fulfilling our design inspirations, discovering new interests, finding new recipes, and of course, shopping.

See it. Click it. Buy it. without even going out of the app

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ALL PHOTOS BY @SKAGENDENMARK

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PHOTO BY @SKAGENDENMARK

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SOCIAL SHOPPING

The closing of retail stores clearly states that social shopping is not a trend anymore. Today, customers’ patience level is very low. If they desire a product, they want to find it. If they can’t, they move on. Also, social media is there to show them what is trending in real time, and shoppers are ready to buy the product right away.

INSTASHOPPING

PHOTO BY @SKAGENDENMARK

Users now can shop directly from the app. When they see the product on an Instagram “shoppable” post, with a white bag icon displayed on the lower left corner. They tap on it, and it reveals the items in the photo that are available to purchase. When they click on one of those items, it takes them to the product’s description page on the retailer’s online store. There, they can buy it right away without even leaving the app.

SHOP THE ‘GRAM

Many online retailers have the “shop the ‘gram” section where you can see the Instagram posts on their website. When they click the picture they liked, it redirects them to every product showcased in that post. In that way they can buy it immediately in the store. This is a great way for customers to make a quick purchase inside the online store.

INSTASTORIES PHOTO BY @WHITERABBIT_NY

Instagram stories are extremely successful. Followers can see and engage in real time. They can tag the brand, location, use hashtags which will appear under Instagram’s search engine, and even link any product or website that can be opened inside of the app. This is another great opportunity for brands and influencers to keep advertising their products.

INFLUENCERS

PHOTO BY @WHITERABBIT_NY

Influencers have real impact over millennials, which are the most marketingsavvy generation yet. Millennials know, or they think they know, all the advertising tricks and tools. This is the main reason why they trust and follow influencers more than traditional advertising, even if it is with celebrities. Influencer’s truth and engagement level are really high, and this transforms awareness to purchase. On top of that, brands can track very easily what is working and what is not, which gives immediate results to the companies.

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color

IMPACT C

olor is one of the most important factors when it comes to marketing and advertising. It changes the mood and perception of the brand’s “personality” for the potential customer. Also, color directly affects the decision-making process with a surprising effectiveness. The branding colors must be clear to the customer. For example, you would not expect that Apple releases a green campaign to advertise the new iPhone. It just does not fit the customer expectations because the company has a gray branding strategy that fits the futuristic personality of the brand. Finding the right choice of color for advertising can be challenging because of the different and multiple interpretation of colors in the world. This goes hand in hand with the culture and education of the customer. Therefore, the trick is not to choose just one color; the trick is to choose an entire color palette. However, there is no correct palette for a specific social or cultural group. That is why brands need to learn how to attract the customer’s attention with the right color palette.

WARM AND BRIGHT COLORS

These are active, eye-catching colors. They have a friendly nature that expresses courage and energy. They visually enlarge objects and make them seem closer.

COLD AND BRIGHT

These tones are full of positive aesthetic appeal and fresh accents. They enhance a sensation of modernity and professionalism if harmoniously combined with gray.

COLD AND DARK

These colors give feelings of stability and quality. They are often placed as accompanying colors because they do not attract attention, but they emphasize the content.

GOLD, PURPLE AND BROWN

These shades express the classics, tradition, luxury, and relaxation. They blend well with expensive and elegant designs for young adults and the upper class.

WHITE, GREY AND BLACK

These help to create contrasts and bring out all the other colors. They do not convey any particular message on their own. Each color has a different impact, and it needs to be used strategically.

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PHOTOGRAPHER: HUMBERTO VIDAL STYLISTS: MELANY CABRERA AND STEPHANY ORBEGOZO MODEL: JAMIE KROITORO

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PHOTO BY MELANY CABRERA EDITED BY SANTIAGO PINEDA

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basics

E-COMMERCE PRODUCT DESCRIPTIONS

While the company writes the product descriptions, being clever, specific and original is crucial. Just specifying the sizes and materials is not enough for the potential customer. Companies have to describe the product as if the customer is holding it. However, this description will depend on the reading level of the target market.

3 CLICKS TO HAPPINESS

The potential customer has to be able to shop the product within 3 clicks: clicking on the product, adding it to the online cart and checking it out. If they have to fill out multiple forms and complete multiple steps; they probably will not even get to the ending point - the purchase.

MARKETING STRATEGIES

Online stores need different marketing strategies than traditional stores, even if there is a retail store available online. E-commerce sites have a different customer flow, target market and consumer interaction, which is why it needs to be managed differently. Sending emails, advertising on social media, optimizing search engines and providing special offers and exclusive products are a must for online stores marketing strategies.

SOCIAL MEDIA

Social media presence is essential for any online store. However, one of the most significant mistakes on e-commerce’s social media accounts is managing all the different platforms in the same way. Each platform works differently, and it is targeted to different age groups. Instagram is like a lifestyle magazine targeted to millennials. Facebook is like a newspaper targeted to mature adults. YouTube is like a T.V. channel where you can see everything, anytime, mostly targeted to children, teens and young adults. Pinterest is a craft book, or an inspiration gallery targeted to millennials and young adults. Each platform has a different algorithm and engagement that needs to be managed differently.

ADVERTISING

Ads are extremely necessary inside and outside of the online store. Social media ads, exposure with influencers, email announcements and special discounts are key points to create flow into the online shopping experience. Potential customers need to be redirected to the store or the product with just a few clicks. However, ads inside the store are extremely essential too. For example, sections like “trending items,” “shop from the Instagram” and “occasion categories” are perfect for the customer to make a quick purchase inside of the e-store.

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ETHEREA DESIGNER: SOFIA NAME MAKE UP: CORINA BRICENO MODEL: CAROLINA DE LAS CASAS PHOTOGRAPHER: SANTIAGO PINEDA

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ETHEREA IS AN AUTUMN READY-TOWEAR COLLECTION THAT FOCUSES ON FEMINITY AND THE POSITION OF SHEER TEXTILES AND TEXTURED SEQUINS.

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with a twist COCKTAIL

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DESIGNER: SOFIA NAME MAKE UP: CORINA BRICENO MODEL: CAROLINA DE LAS CASAS PHOTOGRAPHER: SANTIAGO PINEDA

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is a magazine specifically created to showcase all the work created by Melany Cabrera during three years of studies in The Fashion Merchandising program at the Art Institute of Fort Lauderdale. All of the content inside the magazine was created, styled, laid out and written by Melany Cabrera.

melanycabrera2@gmail.com 32

Mode Magazine by Melany Cabrera | Portfolio  

Mode is a magazine specifically created to showcase all the work created by Melany Cabrera during three years of studies in The Fashion Merc...

Mode Magazine by Melany Cabrera | Portfolio  

Mode is a magazine specifically created to showcase all the work created by Melany Cabrera during three years of studies in The Fashion Merc...

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