Marketing Methods

Digital Marketing

How to successfully achieve digital marketing:

1. Manage complex customer relationships across a variety of channels – both digital and traditional
2. Respond to and initiate dynamic customer interactions
3. Extract value from big data to make better decisions faster

This form of marketing allows the company to form a closer  and more personal relationship with their consumers through creating engagement... a conversation between company and consumer per se.

Digital marketing allows brands huge brands to reestablish the 2-way communication between company and consumer, that had grown apart  over time and company expansion.

Other marketing approaches

The ability to successfully market a brand depends on many things. For instance, the amount of impressions earned by a media - An impression is like a way to me sure the amount of times an audience interact with media, whether that be watching it on an advert, reading it on a magazine article, or seeing it on social media.

Burberry advert - Kate Moss and Cara Delevingne

The placement of the advertisement is important. Where will it be seen, where will it be acknowledged? 

This relates to the demographic and psychographic of the audience in the area and whether or not they will respond to the advertisement. Who it is aimed at would provoke different opinions, such as preferred, negational or oppositional, as the advertisement could appeal to different audience based on their age, occupation, behaviour, etc. Depending on the type of advertisement, these types of reading from audiences could determine higher or lower sales. There has been controversy about companies using RFID technology in the clothing being bought, to track consumers and record where they shop - Is this just an infringement on privacy?!

The medium used to advertise can also be impacted by the audience. For example, if the advert was aimed at an older generation who where not familiar with social networking sites, the advertisement would be irrelevant, because most of the audience wouldn't have access to it.

How to define a luxury brand through marketing methods

Performance: How well the product can be utilised, the quality of craftsmanship, its unique design etc. How it performs on a experiential level - for instance how well the product/advertisement  represents the symbol of the product, rather than what it is at face value.

Product level - Quality is shown through the presentation of the bottle: The touch of the knotted ribbon

Experiential level - Advert represents the story behind the product: Personal feel with the poses of the models and the playful expression on Kate's face. Suggests the experiences the consumer will have with this product

Pedigree: Having history and heritage that has significantly influenced the brand.

Founder of Burberry - Thomas Burberry 1836-1926
Invented gabardine which later became the fabrics used for the iconic Burberry trench coat

Paucity: The illusion of making the products scares due to dilution of the brand name. Types of paucity are explained further:

• Natural - products are scarce due the level of availability of resources (e.g. Precious gemstones), or high levels of craftsmanship.

• Technology - the brand continuously research and develops new products, meaning less products are produced due to long conception times.

• Tactical - caused by creating artificial desire for the products, by advertising it as 'limited edition', for example.

Burberry Peacock Coat - £22,000 Made from real peacock feathers

Burberry Body 'The Gold Limited Edition'

Persona: Keeping the brand contemporary, whilst reestablishing the personality and story through visual identity: through the logo, colours and ethos. The advertisements of luxury brands usually are more conceptual, and evoke emotion and sensuality though the advert message.

Luxury brands also try to build a customer relationship through  interactive advertisement through apps that require personal input. For example, Net-A-Porter have The Netbook app, which allows people to upload and share their favourite looks with friends and fashionistas.

Horseferry Burberry check - A beige/golden equestrian knight on classic check

Net-A-Porter 'The Netbook' app

Public figures: Aspirational celebrities or famous muses, that portray the brand's aesthetic. The public figure's morals and ethos should coincide with the brands the create a credible image.

Red carpet events can also advertise the brands without using commercial tactics.

Emma Watson modelling for Burberry - Iconic actress and British, like the brand

Placement: The placement of branding can also boost the customer experience. This can be done be engaging the consumer's senses, such as touch, smell, sound, sight and possibly taste. 

Luxury brands would do better in an affluent populated area, where customers can meet the high costs.

Cara Delevingne sporting Burberry dress

Pricing: The cost of a product could influence a consumer's perception of luxury goods. For example, a customer looking at a low priced item, without being on sale/offer, may consider the product to be of a lowered standard or quality than a similar higher priced item, due to  the way retail works.

On the other hand luxury brands  must contemplate the balance between meeting the consumers' price expectation, with pricing it too high for the customer to be unwilling to pay.

To prevent falling into the trap of overpricing luxury products, brands consider the evaluation - affluent consumers not spending 10x the original price for something that is only 3x better in quality.

Sub-brands

Tiers within a brand can exaggerate a luxury band. Prorsum, London and Brit are the 3 Burberry sub-brands:

Prorsum - The backbone of the whole Burberry style and has the most fashion forward 'off-the-runway' collections, out of the 3

London - Has a more conservative style than Prorsum

Brit - Casual style collections. Can be worn for everyday wear

This pedestal highlights the most luxury brand Burberry has to offer, provoking desire and aspiration towards the consumers. This tier system allows the luxury designer store to become more accessible by selling different collections to other demographics and lifestyles. As tier systems present a good marketing strategy, most brands adopt this tactic.


Conclusion:

There are many types of marketing strategies out there, but in order to identify the most successful, the company would have to assess, who their target market is; what the company is selling; company market level etc. All these factors determine what method worlds best. Despite all of the methods discussed here, digital marketing seems to be the most versatile strategy for all business types... it is relatively inexpensive, plus customer engagement is made so easy in the digital world we live in today.

Design Museum - Women Fashion Power

"I think it's very important to have your own style and your own take on things, otherwise it's just clothes". A quote that summed up the whole ideal of clothing and fashion. Theres no point in being a 'sheep' in a society that seems to be so competitive - This doesn't mean that you have to be a 'shepherd', but what are you trying to achieve by being a follower? Clothing and fashion serve more of a purpose than just something to put on when you go out, so why not utilise it's full potential to show you are your own person?

This exhibition was very factual, but in some places seemed a bit repetitive in terms of the women they chose to represent. Yes, it succeeded in showing the inspirational women throughout time, from the Egyptian Queen, Hapshetsut to Vivienne Westwood, but I thought some of the 'power women' of pop culture were used as tools to appeal to women who supported women's power struggle.

Considered as the most beautiful women of her time.
Although the fame was too much - it didn't end well for her...

Iconic, but a puppet - The puppeteer = Media

If you don't know who Twiggy is,
you must live under a rock!

Another successful model
- Naomi Campbell

For example Twiggy, a  60's model (when women sexual choices became their own), was a popular face of power fashion, such as the mini skirt and suits. However, I feel Twiggy's role as a model made her seem less powerful because she was used to persuade young people to want to wear clothes like this. In other words she was a pawn on the chessboard of popularity culture. On the other hand I believe she was an inspirational woman by becoming the pinnacle of swinging sixties fashion. The hard work of a woman is shown with the rewards of success! Even now, Twiggy still celebrated for her iconic attributes within the fashion world - A household name. 

I think power within fashion has been adapted in many ways. Hapshetsut was seen as feminine as a Queen, but adopted the image of a man when she became King.  It makes you think why looking like a man makes someone seem like a more successful ruler. Women in ancient Egypt were seen equal to men anyway, so why should it matter?? Did Hapshetsut really need to be depicted in this way? At least it shows that women can do something as well as their male counterparts, its just society giving a self fulfilling prophecy. 

The Iron Lady

- Like marmite, you either liked her or hated her. She fought harder because of the preconceived notion of being a woman

As time has passed, women have become closer in equality to men, so will there be a need to dress powerfully to compete with others? I believe there will be, because even though we have become more or less equal with the opposite gender, there will always be something that is more powerful, thus we will either mimic that power over us, or play against their fears to have the upper hand. Power in fashion can be seen as a socially constructed; even in nature animals try to look bigger to intimidate their opponents. Hence the reason for power dressing. 

Dress big! Dress for power!

Camila Batmanghelidjh's
dress sense

I think there is a way to show your power within society, through being individual, because conforming is like saying that you're weak to influences around you. Camila batmanghelidjh is an example of how to show one's personality and individualism. Her clothing is loud and eye-catching, so even though she probably gets second glances from people, I respect her for being her own person.

"GODDOG"

GODDOG

GODDOG is a place for creatives to express their ideas freely, with the philosophy of having no agent. It describes itself as an "idea factory" - it allows creatives to follow their own creative direction.

The site includes work from members via streams, posts and design. The work is influenced by real world events and social interactions. Artists involved in the site include Derrick Santini who was mentioned in the previous post, Vexed Generation and LOVE.

Content is formulated by members responding to  a brief and and then uploaded. Each response being unique and inspiring. The site itself has a certain enthusiasm to it in the way the posts are not overthought. The posts made by the members are unburdened and reflect the GODDOG ethos and purpose to an "idea factory". The site sometimes resembles a diary into the members thoughts rather than an formal blog which is more enjoyable to read and digest.

Guest speaker: Derrick Santini

Derrick Santini prefers to describe himself as a photographer who documents life whether that be people going about their everyday life or unpopulated settings, because life goes on regardless if the space is occupied or not.

Mr Santini posing for a quick pic

Derrick explained that he had not used any of his college work within his portfolio, because be wanted to express who he really was from the work he produced outside/after college. This shows how important it is to present one's personality through their work, as that is what sets each person out from the rest - thus creating a better chance for employability.

The early 90's is when Derrick graduated, meaning the type of technology used would seem outdated to modern day equipment. For example he used film cameras, whereas digital cameras are more standard, therefore the processes used to produce film are different to today. Using different process used today could have been a factor that may have appealed to employers and commissioners. This further enforces the point of being different and unique in order to show employees what you can offer them and how you can impact their work/company.

RED-STREAM-S1 Derrick Santini October 2012 - Eye on the Natives 'Read Stream' live photo stream from Beijing to BBlessing Gallery, New York.

RED-STREAM-A Derrick Santini October 2012 - Eye on the Natives 'Read Stream' live photo stream from Beijing to BBlessing Gallery, New York.

There is a significant difference between interning and assisting, Derrick goes on to explain: Interning is working for free and an assisting job means being paid. It can be said that employees will value the amount of interning that someone has done, since it shows the enthusiasm one has. Interning is important for networking as well, wherever there is an opportunity, take it..."If you do what you love, money will follow".

Derrick has assisted on jobs; for example gathering necessary equipment for photoshoots, such as props. At times he has had to undergo some mundane errands such as buying lunch and coffee, but its part of the experience. It shows that there is importance in everyones role... people have to eat!

Fashion Riot - Oyster Magazine Derrick Santini

ESP Photographic Agency support stylists and photographers like Derrick, who eventually approached him for work. They opened up opportunities for him, as they were able to introduce him to a range of sectors within the creative industry, such as music, fashion and film. Due to Derrick's growing experience, he has had the opportunity to be recognised in London, New York and Paris. He has also had the opportunity to photograph celebrities such as Helena Bonham Carter, Idris Elba, Rihanna and Lady Gaga. ESP was interested in the way Derrick formulated his photography with different types of people who came from different backgrounds:

DDS Crew Derrick Santini

Amish Crossing Derrick Santini

Its inspiring to see how Derrick is able to take a brief insight into these people's lives, who come from different ways of life and capture it in the moment.

This presentation has taught the fact that photographers cannot be 'just' photographers in this current age: Times are moving on and the creative industry is too saturated, therefore different sectors are collaborating into one. This also means even fashion designer cannot see themselves as just that, they need to embrace other creative fields, because the industry is much too vast.

Derrick presentation also explained the difference between press shoots and album shoots:

David Haye for KSwiss Derrick Santini

This is a press shoot. The pose of the muse is clearly displaying the product and brand logo. This is for advertising and publicity purposes.

Jetta Derrick Santini

This is a album shoot. The photo is much more conceptual and does not really include products to be advertised. The make up, styling and location is more experimental.

In addition, there is a difference between an editorial and advertorial, which Derrick further explained: An advertorial is different to an editorial in terms of a brand will give a magazine of choice money in order to produce a page or two with their products on it. The aim of this is to make the pages look like a legitimate story/article without making it look like an advert.

Example of an advertorial - dixonadvertorials.wordpress.com

The presentation went on to describe how Derrick produced online stills that were an early form of what is known as a GIF. It was interesting to see how these early GIFs have provoked a new way to display imagery. At the time it must have been quite revolutionary... not an image but not quite a film.

Disclosure - Twenty6 Magazine Derrick Santini

Derrick then goes on to explain what a lenticular is, as these two types of median are very similar in the way they are produced:

Lenticulars take up to 20+ frames. They are then imported into a program like Adobe Photoshop. A stop frame is used, the images are then stacked, then a loop is made. Derrick was asked how these lenticulars are marketed. He mentioned that he has used lenticulars in an exhibition called 'Metamphosis', which concluded in controversy. the exhibition did not last long because of the indecent images displayed. Despite this, the exhibition has beautiful imagery and the fact that the viewer has to interact with the photography, through movement, in order to view the entirety of it.

Love's Dream - Metamorphosis Derrick Santini

Metamorphosis by Derrick Santini - A Virtual Tour from Derrick Santini on Vimeo

Conclusion:

• The importance of being individual
• Exploring different mediums and processes from past and present
• The importance of free work and what is shows to employers and commissioners
• The difference between interning and assisting jobs
• The support agencies can give to new creatives
• Its better to embrace more than one field within the creative industry
• The difference between press and album shoots
• The difference between editorials and advertorials
• How early GIFs were developed
• How lenticulars are produced

How social media helps people in the present and future

An explanation of social media is the method of communicating information, accompanied with a platform in which to communicate with others. You are gaining information whilst interacting with others, whether that's in the form of comments, discussion, reviews, etc. Social media is an umbrella term for different types of websites. I have researched The Conversation Prism and categorised the types of social media I believe would help me now and in the near future:

• Social Info, Photo & Video Sharing:
• Instagram
• Pinterest (social curation)
• Fancy (social curation)
• Blogger/Wordpress (blog)
• Tumblr (blog)
• Lookbook

• Social Networking
• LinkedIn (business)
• Evenbrite (social event management)

• Social Marketplace
• Kickstarter

• Social News
• BuzzFeed (crowd wisdom)

Instagram:

This app is a quick and easy way of advertising or promoting an image in an artistic way (using filters). It is creative and lets the user experiment with the photos taken. It is free and images are uploaded on to the app instantly. It is a very public app (although theres are limited ways to change this), which lets people globally view, comment and like images. The app also allows the user to share the image elsewhere, such as Twitter and Facebook. 

I think this app is useful to me now, because I will able to send images to the public and see how they react to it. In the future I would use this app to send images to the public in order to gain recognition for specific projects/pieces of work - to gain a reaction from the public, like a form of feedback.

Instagram would also allow me to experiment creatively with photos, in order to create a theme which I may be advertising in the future.

Allowing the photos to be views globally, means there is more chance of the item I am promoting to be seen and reviewed (either by comments or likes).

I believe that it is beneficial for the app to be able to share images on other social sites, as this means that the images can spread in order to initiate comments or other forms of feedback or recognition.

Pinterest:

This site allows people globally to pin images and photos to their Pinterest page. Users can categorise their interests into boards, which make it easy for viewers to navigate. Viewers can gain inspiration from other Pinterest pages and discover new images and then pin it to their own page. Users can like other pages and can follow other users, so they are updated with additions or changes. Pinterest allows viewers to see what interests them in one places. The website also directs the user to other pages with the similar interests.

I think this social media website helps me now, because it allows me to see a concentrated amount of the same/similar interests in one place, rather than searching all over the web. This is convenient because I am inspired quicker, as I have spent less time looking for something specific. The fact that the site directs the viewer to similar interest, means that I am not looking at one these constantly - it allows me to see a wider spectrum of inspiration.

The comment and like concept is quick and easy, and helps to get more frequent feedback, because viewers are not forced to type sentences. I think it would be useful in the future to view the commenters and the people who liked my pins, because they may have similar interests, that I may want to contact.

Fancy:

Fancy is a global site intended to promote unusual objects that haven't entered mainstream trend. The user can buy, collect and share items on the website. The site also stretches to curating a catalogue of places and stores.

I could use this site if I was to sell any garments from future projects - The site is user friendly and clearly states prices.

Blogger/Wordpress:

These similar sites, specialise in creative written documents and quickly posting it to the general public, globally. These sites shows you who your target audience is, and allows communication between users and viewers. Networking is established through following blogs and bloggers and through commenting on blogs. 

These type of sites are useful for me now, to reflect and documents essential information, whilst further explaining the subject point with images, links, videos etc. I will continue using this, but perhaps aim to pursue a wider audience to attain more back and forth communication with viewers. 

Tumblr:

Tumblr is a type of blog in which the user is free to post many types of files, such as: Stories, photos, GIF's, TV shows, mp3's, Spotify tracks, videos, etc. Tumblr displays these files in a visual but simple way, for viewers to view posts easily. Tumblr is quite similar to Pinterest in some ways, but I think this social sharing site enables the user to be more creative in the post he/she shares.

Tumblr uses the same concept of gathering information on he user's posts and suggesting other users's posts that share similar interests. In addiction the site will help to find people to follow and find the users's blog.

This social sharing site would be useful for me, because it brings like minded people together and allows easy contact, with the use of comments and inboxes.

Lookbook:

A webite that displays fashion outfits (aka 'looks') from people with different styles. This site can help draw inspiration from people with different personalities from around the world. Users of the site add a list of tagged items of what they are wearing in a specific look - this would be useful to me because I would enable me to discover brands and labels that are new to me. The forums on the site would allow me to discuss subjects related to fashion. This would be an opportunity to meet like-minded people and network with them. The website also allocates a space to link blogs, portfolios or shops, which also aid recognition and promotion.

LinkedIn:

This social networking website allowed users to become in contact with professionals. This website offers the opportunity to access jobs, people, news and an insite to different sectors that interest the user. 

I think this site would be useful for me now, because it would put my name out into the professional world (probably not an interest to anyone at this stage). I may use the site to search professionals in the creative industry, although I believe this site would become more useful to me in the future - for instance, when I gain more professional qualities and gained experience in the fashion industry. 

Evenbrite:

This site is an easy way for users to create an event. This is done by adding details of the event, choosing the ticket, then inviting people and evaluating sales and registration. The user is also allowed to create guest lists and scan tickets.

This social media site would be very beneficial to me in the future, if I was to plan an event to promote a project I had done. This website would allow me to track people who were attending, plus the organisation service offered by the site would keep things hassle free. The event would allow for networking and contacts to be established due to face to face communication.

Kickstarter:

This website is very useful for people who need founding for their projects. There are 5 main keywords that are involved with the Kickstarter process:

• Project - Work with a clear goal ( what you are promoting/want to achieve)
• Funding Goal - The amount of the money a creator needs to raise to achieve their goal
• Creator - A person or team who initiated the project
• Backer - People who pledge money to join the creator's project
• Rewards - Allows the creator to share a part of their project to give back to the backer community

This site would be one of the most useful websites for me to use in the future. An example would be to promote a fashion project in order to make a profit, when funding is low. I would be able to use the site to contact the backers, in order to network with more people and gain contacts.

BuzzFeed:

This social news website allows me to view recent news, entertainment and reports. It is not the most reliable, but sparks interest, in which I would follow up the subject with more research. I am able to view some comments which spark discussion and debate surrounding the subject, which involves global users and viewers. I can also share my views about a subject, plus the site gives me the option to share it with other social networking sites such as Facebook.

This website is useful for sparking interest and viewing trending articles. It gives rounded news, although not the most in depth, but the site keeps the articles interesting and dynamic.