All posts by “Kann

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What Marshall McLuhan can teach you about lifestyle and fashion eCommerce?

Herbert Marshall McLuhan or Marshall McLuhan as he is popularly known. Born in 1911 Edmonton, Canada. He was a professor, philosopher, and public intellectual. His graduate work at Cambridge University initiated the work and started McLuhan’s eventual move toward media analysis.

He is responsible for coining the famous expression “The Medium is The Message”,

So what does the medium is the message really mean, why is it so important that Marshall McLuhan got so much attention for it?

The genius lies in the paradox of the statement, in its deliberation. For instance when you receive a message the content of message is the message, there’s nothing that lies in the form. Form never was the considering factor, it was the content that mattered.

McLuhan’s genius was to emphasize the form as the primary driver to the content. He argued that, throughout history it has the medium that was more important than the message that was communicated. The oral culture as compared to the print culture was more audio based than visual. Read More

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Shakespeare, product page, lifestyle and fashion eCommerce brands

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Shakespeare’s work expresses the entire range of human experience. His chosen characters were easily relatable, who took the sympathy of the audience as compared to Shakespeare counterparts, who had a very linear outlook of the world, good people and monsters.

Shakespeare in his time was famous for his distinctive writing style. The writing unlike the time depended on extended, sometimes elaborated metaphors and language often rhetorical. Shakespeare used a pattern consisting of lines of unrhymed iambic pentameter called blank verse. Read More

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What are Gary Vee’s Issues with Branding & eCommerce?

Lifestyle and fashion brands share the similar building blocks for marketing (depending on their budget). With organic search marketing, content marketing, PPC, influencer marketing, and initiating email marketing campaigns to generate leads, offering them discounts to invite their friends, spreading the message.

This sums up the efforts of digital marketer, this marketing strategy works well and it gives somewhat 5 – 7% results but what this approach doesn’t do is build a lasting brand. It leaves a generic, linear, mechanized impression. The reason behind this is most often lifestyle brands and fashion startup brands in their rush to build and launch a MVP (minimum viable product) they bootstrap human emotions as well, resulting in…

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Lessons from Andy Warhol on creating a lifestyle brand?

In the 1950’s the art world was dominated by the greats such as Jackson Pollock, Rothko and their abstract expressionist art was spearheading the times. Andy Warhol graduated from Pittsburg school of art and within years was already a celebrated commercial artist. His illustrations for magazines and newspapers would fetch him a great financial rewards but he still longed for being an artist.

For his art to stand out it had to be about something, it had to comment on something, it had to position himself in the present day world. The world around Andy was America in its consumerism prime. This caught Andy’s attention as he was raised in the great depression era, comforted by movies, fame and celebrity status. To him it was this glossy consumerism was the reality, which can solve everything. It was his reality.

He brought the commercialism to the art world. As he was a commercial illustrator, he knew mass production and consumerism hasn’t been able to touch the Art industry. Artist in that era worked on exclusive artworks had selected markets to sell and most of the work was not available to the masses. Read More

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We talk to Henry about what he’s addicted to and their innovative eCommerce brand “comfort-works”

 

 

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Please introduce yourself
I’m Henry Chandra, co-founder of Comfort Works. I look after the day-to-day operations, logistics and our customers’ overall happiness. Together with my co-founder / wife, Rachel and a small team, we work with a determination to refresh all the living rooms of the world, one sofa at a time.

What makes you cringe?
Badly modified bikes. Just thinking about it makes me cringe! And also bad biker etiquette. The sound of cutlery against plates, especially knives scraping.

What smell you love?
The smell of fresh espresso as I’m a major coffee addict.
The smell of a freshly unboxed gadgets. And basil leaves, torn up just before going into an Italian salad.

To what are you addicted to?
Aside from coffee, probably too many things that are bad for me. I’d say that I love my loud music a little too much, is that an addiction?

What was your last dream?
I was flying a kite on a beach somewhere and my kite was a goat that was trying to run away. To control the goat, I had to shift gears for some reason and I accidentally shifted into reverse and the goat/kite got loose, so I had to chase it.

What did you Google last?
Indonesian food, just so that I could look at it.

What the last thing you took photo of?
My 3 years old son in an astronaut photo booth.

When did you realize that Santa is not real?
I don’t really remember, but I kinda always knew that he wasn’t real somehow, I cared more bout pleasing my folks just so that the pressies I’m wishing for would show up near the christmas tree.

How did you get started in the lifestyle eCommerce world?
We started off many years ago in our tiny Melbourne home, making our own slipcover with a secondhand sewing machine and countless Youtube tutorials. It came about because we found out that custom making a slipcover for a sofa would have cost upwards of AU$800, when our little Ikea loveseat just cost AU$300 on its own. ECommerce wasn’t even the next step yet because we were still working our day jobs, making slipcovers on the side and selling them to our neighbours before finally setting up a web store.

What has been the toughest thing to get over when you were starting out?
My own expectations. I suppose after these few years I’ve had to constantly readjust my expectations of the market, myself, our products.

How has been your experience in your journey?
It’s been pretty crazy actually, both my wife and I were never the entrepreneur type, and we kinda just winged it as we went along in fact; I guess looking back, it’s quite an exciting journey to get to where we are today, having said that, it’s still quite a bit of distance to cover to get to where we want to go next.

What would you suggest that one thing, startup lifestyle and fashion brand must have?
Take care of your customers! I can’t begin to emphasis about how important word of mouth marketing is, especially in the early stages of our business with happy customers telling their friends about us, who in turn placed orders. Sometimes it can be very easy to get carried away with social media and making everything pretty but for me, customer happiness takes top priority.

Thank you  Henry, for an amazing interview!
Best wishes for your future!
Comfort-Works.Com

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