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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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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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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!

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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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