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All posts by “Kann

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Why JCrew is the next British Empire?

There’s an important lesson for eCommerce brands, specially in lifestyle and fashion segment. Running a brand is not much different than running an empire. There’s so much one can learn from the fall of British empire.

Empires and great powers rise and fall. The change in time gives way for an empire to fall and gives rise to another empire. One prime example of this is the fall of British Empire. Britain was an empire based on manufacturing and it had built an amazing network through conquering nations. They conquered so much of the world that in 1929 they were ruling 1/4th of the world.

Five years later the empire where the sun never settled, collapsed losing all of what it took them 2 centuries to build.The country withdrew to the british isles even there it was hurt by insurgency.

What was it that lead a global power to disintegrate like that?

There are numerous factors like the unification of Germany and their competition to British industrialization, American association and competition, British investors moving towards America for better returns, constant wars in their ruled lands, investing heavily in central Africa. but they all sum up to one single thing, their failure to adapt to present world changes and respond to shifting powers.

The fall of the British empire shows us just how quickly things can change. How a global power can be reduced to less than 1/4th of its size just by neglecting the present changes, investing heavily in single segment and unable to respond to shifting powers. Read More

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What Should I Put on the Homepage? – Exclusive for lifestyle & fashion e-commerce brands.

What makes it different from other segments is that lifestyle and fashion brands are visual in their nature. Their approach has to be entirely different than billion dollar multi brand online retails like nordstrom, macy’s and amazon.

In order to find answers we recently did a qualitative research for a startup lifestyle brand specializing in urban fashion jewelry. Following are the findings from the study, please do note that these are specific to lifestyle & fashion e-commerce brands and these might not work as well with other brands.

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We talk to Silvy about what makes her cringe and her gorgeous sustainable fashion brand “bihi”

2-What-makes-you-cringe

03-what-smell

04-addicted-to

05-last-dream

06-googled-last

07-last-thing

08-santa

09-How-did-you-got-started-into-the-lifestyle-and-fashion-ecommerce-world

10-What-has-been-the-most-tough-thing-to-get-over,-when-you-were-staring-out

11-How-has-been-your-experience-in-your-journey

12-What-would-you-suggest-that-one-thing,-startup-lifestyle-and-fashion-brand-must-have

13-Thank-you

 

 

What makes you cringe?

– being the centre of attention. Ive had to be a model in some of my own product photos and it took all of me to post them onto the web! Massive cringe.

 

What smell you love?

– tuberose, orange blossoms and jasmine. and coffee.

 

To what are you addicted to?

– creating, its non-stop my brain is always working on something, a thought, a project, a new song, a new collection. My mind feels like a tornado all the time. Also BBC’s Peaky Blinders

 

What was your last dream?

– I have very vivid, and very weird dreams every night, but can never remember them. I always tell my self in my dream “oh you’re gonna remember this one!”

 

What did you googled last?

– Beanboozled + Origin of  Appalachian Music

 

What the last thing you took photo of?

– Blue buildings in Chefchouaen, in Northern Morocco

 

When did you realize that Santa is not real?

– I dont remember! Maybe its because i still kind of believe it… I love Christmas. Well, i love Yule, i try not to partake and give into commercial holidays, there is generally a reason why we celebrate these days so i try to take it back to basics by mostly following the Pagan holidays.

 

How did you got started into the lifestyle and fashion ecommerce world?

– I started working in fashion almost 10 years ago, starting out as a model agent. Worked my way around a few different roles, still doing freelance work until i moved away to Morocco and Bihi was born. I have always loved fashion, but wanted to do something a bit more meaningful than just creating beautiful things, and I feel that by creating Bihi I’m making a tiny tiny difference. I can’t change the entire fashion industry or the way people perceive fast fashion, but i can do the best i can in making sure my products are sustainable.

 

What has been the most tough thing to get over, when you were staring out?

– That you won’t make any money, or at least profit, for a very long time. That you’re one of a million people doing the same thing you do. Its hard to find a new angle on fashion! You just have to keep doing what you do, do the absolute best you can and hope that people will like it, but its a journey and it doesn’t give you instant gratification. Patience is not my virtue, I had to learn to deal with that.

 

How has been your experience in your journey?

– I learned a lot very quickly, so many things that I was so sure about I then ended up wishing I hadn’t done. Regret is too strong a word, but when you spend a lot of your savings on your own business and then it doesn’t pay off, thats a hard lesson to learn. But its a lesson you need to learn, and you need to understand that having your own business is about the journey and not the destination!

 

What would you suggest that one thing, startup lifestyle and fashion brand must have?

– Multiple sources of income. DONT quit your day job, or better day jobs… I still have 5-6 sources of income and i think to put all your eggs in one basket all at once is not a smart move. Other than that, patience, you will hit a wall where you dont have any more content, and you will struggle to have anything to say to your consumers, thats ok, but you need to keep inspiring your self, keep the wheel turning. Theres a million people out there doing the same thing or something similar to you, just focus on your self and keep persisting.

Thank you Silvy for an amazing interview!

TheBihiStore.com

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Amazing ways lifestyle and fashion brands are using snapchat- how you can adopt the strategy for your startup brand?

It’s a writing on the wall that mobile revolution is here and it’s definitely staying. As an online lifestyle and fashion ecommerce brand, your primary focus should be mobile. Going where your customers are is never a bad strategy. Brands who quickly adapt to the shifts in culture reap the benefits.

Snapchat ranks sixth on fortune magazine’s unicorn list. It has overtaken instagram and has the same amount of attention as facebook. Most important is the demographic of 18-24 year old snapchat it caters to. Overtaking instagram with 58% of users reach. Snapchat is in the same spot where facebook was in the initial years, where instagram was. Most importantly it is the only social media touchpoint that’s competing with Facebook.

Preface to Snapchat:

Snapchat is mainly a video messaging app.

There are mainly three things Chat, Snaps and Stories.

Chat is usual affair like any messaging app. You send it directly to a user and get notifications if they are viewed.

Snaps are 10 second (or user defined) videos that you send directly to your friends, they can be made more creative with adding filters, and drawing on them. They disappear once you open them.

Stories are collection of snaps to tell a story, it’s similar to vine but these stories. These are Public to all your followers. They only last for 24 hours, This makes it perfect for brands to market themselves selectively. This is “The” differentiating factor of Snapchat which makes it ideal for lifestyle and fashion brands.

Snapchat has no discovery feature based on popularity like other social media platforms. They only have one paid option (starts at $50K) Discover Publisher.

How are lifestyle and fashion ecommerce brands are using snapchat?

Well almost everyone is on the platform. Lifestyle and fashion brands have the advantage on snapchat as the platform is mainly a messaging platform that is time bound and it’s ideal for creating curated campaigns specially targeting Snapchat customers. Having mainly video as native content it is even more personal than facebook.

Burberry uses it to give it’s audience direct access to it’s fashion shoots, ad. campaign behind the scenes and front rows at fashion shows.

Gucci has emerged as a major player in social media arena, has mastered using this touchpoint. They invited Hari Nef, Jared Leto as guests to take charge of their account.

Luis Vuitton made the best use of the exclusivity snapchat offers, a peek inside their luis vuitton’s  house with all their celebrity endorsements.

H&M released their most interesting campaign in poland where they shared the secret location in their store where the tickets to a music event were hidden.

Calvin Klein called in Justin Bieber, Kendall Jenner, korean pop star Taeyang, Dev Hynes and models Edie Campbell and Lucky Blue to create more than 200 pieces of content.

Valentino has had the famous bloggers Brayanboy and Elenora Carisi taking over their snapchat accounts resulting in huge following of their account.

How your startup lifestyle and fashion ecommerce brand should use it?

There’s no point investing heavily on paid discover feature of the app. Your startup brand needs to follow a more creative approach. Following are the few ways you can strategize your marketing campaigns.

It’s always good strategy to focus on the unique attribute of the touchpoint.

So, What’s unique feature on Snapchat?

Apart of the creative tools of the app. The single most unique feature is their time bound story feature. It creates an urgency in customers to not to miss out on the content. Creating content around this unique feature is the most viable investment.

Snapchat is in the “Present” sphere of social media.

Create contests exclusive to Snapchat:

As a lifestyle and fashion brand you need to maximize the attention timeframe of your audience and customers getting something valuable out of the process is a win win situation.

For instance: Nasty gal used it in new york fashion show, where it asked people to come to a certain spot and gave away $100 gift vouchers. Not only that they hired their social media intern through snapchat.

Create exclusive discounts to Snapchat:

Snapchat is unique in the limited timeframe of the content. This makes it ideal tool to heighten the excitement of missing out by adding a discount. For lifestyle and fashion brands a great giveaway or discount is always good marketing ask Oprah Winfery about it.

Add personal touch with draw feature:

Their draw feature is similar to viber app. It can be best used to create a personal touch in your communication.

Create custom on-demand filters:

Snapchat lets it’s users create an on demand filter, with defined geography, which they’ll approve in one business day and it costs the $5. Your startup lifestyle and fashion brand can use this feature to create interesting campaigns and contests.

Create exclusive access to product launches:

Nars a cosmetic company recently used Snapchat exclusively to preview their launch of Guy Bourdin color cosmetics collection.

Allow snapchat takeover:

You can pool in influencers to take over your snapchat account for a limited time to increase brand’s reach.

Create consistency:

Your brand must have a unique voice and maintaining it throughout the social media touchpoints. It is a tough task in itself but as a lifestyle and fashion ecommerce brand you need to be creative in this domain to keep consistency and have a distinct brand voice.

Behind the scenes access:

Your lifestyle and fashion brand has all this activity throughout the day you can think how to most creatively and strategically use Snapchat to showcase behind the scene access to design meetings, fashion shoots, model castings and campaigns. You need to be sure to align your social media image to your brand image.

Create engagement:

What were contests in initial facebook era have transformed into Snapchat contests, questionnaires and more. Their main aim is to instill engagement, what was initiating a communication in comments on facebook is now a Snapback in Snapchat.

 

 

Thank you for reading!

KANNcollectiveSunscribe

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How to create an amazing brand experience foundation for your startup lifestyle and fashion ecommerce brand – 39 point research based checklist.

As they say beauty lies in the eye of the beholder what they also say is that beauty lies in the detail. Well we from experience can say that the latter works every single instance. It cannot be more correct for lifestyle and fashion brands than any other.

Brand centric approach is essential for any lifestyle, fashion, beauty or jewelry brand today. In our information age where transparency rules there cannot be more than one brand that offers cheap prices. Online brands specifically startup lifestyle and fashion brands have to start offering a lot more.

Effective communication is core of the essence when it comes to getting attention of customers. All the elements work together to create an amazing brand experience. The words, colour, imagery, icons and tone of voice. All elements contribute to a lasting and cherished brand experience.

7-38-55 rule of Albert Mehrabian, currently professor of psychology in UCLA.

Where 7% of words 38% of tone of voice 55% body language influences people.

A successful lifestyle, fashion, beauty or jewelry brand successfully translates them into their brand experience. It’s the most important lesson any startup lifestyle brand should learn. We researched and tested leading sites through our set of requirements to enhance our knowledge about customer behavior and expectations.

Why we decided to do a qualitative research?

We are working with a startup fashion brand and realized that there was not much qualitative research in this specific are of ecommerce related to fashion, beauty and lifestyle. So we chose to fill the gap.

We researched and tested lifestyle brand sites to have an understanding of most cherished and apt brand experiences.

What was missing in the existing research?

There was no focus on brand as a whole, they were more oriented towards pure marketing or conversion side of things.

What we were looking for?

We were looking for a rational, workable, scalable solution that kept all the departments happy (it sure is not that easy). Main area of focus was to measure brand experience on mobile ecommerce.

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How to create a timeless lifestyle brand? – 3 step process with 21 point checklist, explained.

Introduction

We are living in the most interesting times of our generation, there’s so much change has happened and so little time it’s amazing. For the fashion and lifestyle industry change was every present but with the tech. revolution and fast fashion now a permanent part of family.

It is estimated that an average customer is exposed to more than 30,000 advertisements in a day (this includes online and offline impressions) which is increasing every year.

Even interesting is that, as much as the market sounds crowded & competitive, brands that are relevant and catering to a specific niche are doing really well.

Attention is the prized possession in today’s world.

Attention of our time has shifted tremendously, social media has penetrated so much into our existence that they have been a driving factor in bringing revolutions in countries then how come the retail industry can not be affected by it.

In this article we’ll be sharing how brands are built, how they penetrate and become essential members of customers family. We’ll be looking at what has worked for leading brands in lifestyle and fashion industry and most importantly how can you achieve that David’s mind set defeat Goliath’s of the industry.

We will share the aspects of brand that works and how you can level up and incorporate it in your online lifestyle and fashion brand.

Back to basics

The Lifestyle and fashion brands segment is the most dynamic and fierce in competition but interestingly there are brands that have been leading through the years.

What’s their secret? How do they do it?

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