The Mistake: Not Taking Advantage of Fashion To Engage Consumers

Fashion and design partnerships are one of the strongest opportunities being leveraged by brands to market products to those cutting edge trendsetters and influencers that closely follow – and lead – today’s fashion trends.Fashion partnerships result in an enhanced image and an overall sense of innovation and hipness to the brand. These partnerships are typically different enough to break through the clutter, gain consumer interest, attract press, and generate consumer buzz. In fact, fashion, like music, is globally one of the most popular categories in terms of online consumer interest as it too transcends culture and breaks down barriers.No longer are fashion events and content limited to fashion brands – today you see brands of all types leveraging fashion, ranging from title-owning Mercedes-Benz Fashion Week, Subway’s runway dress made out of wrappers, Moët & Chandon on the Golden Globes Red Carpet to Intel and HP’s multi-year long partnership with fashion-themed television series Project Runway.A fashion initiative has the ability to elevate the brand and provide the perception of appearing out-of-the box and cutting edge to consumers. It is important to remember that there needs to be a rhyme or reason behind the partnership. By looking at the core fundamentals of the brand’s objectives and messaging, a mutually beneficial campaign will result in success for both the brand and the partner when identifying the common ground in messaging.For savvy brands and marketers of all types, opportunities are available at a wide range of fee levels (read: very affordable to quite hefty) to create noteworthy partnerships that will get noticed by both media and consumers, while also providing content to significantly drive social media conversations. Brands no longer need to go to Paris to find success with fashion, and almost any brand can create a successful and sales-impacting organic partnership through one of these four platforms.• Partnering With Fashion EventsFashion event opportunities exist with large scale events, such as the “official” partnerships with Mercedes-Benz NY Fashion Week to smaller Fashion Week offshoots that are often just as press worthy and impactful, including runway shows and celebrity gifting lounges. There are fashion weeks held in cities all over the world, the most prominent in the U.S. being New York Fashion Week and Los Angeles Fashion Week held twice a year, in February and September. Also included in the fashion event category are fashion designer showcases held at locations year round or celebrity driven award shows where the red carpet is often the highlight of the night.Fashion events provide immense traffic and engagement in social media. Based on data gathered by Social Curation and Analytics company Curalate, it was found that during New York Fashion Week 2013, there were 100,000 related Twitter and Instagram shared by more than 33,000 unique users. On average, the top NYFW brand photos generated 37,448 interactions per photo, most of which were product-driven. Marketing campaigns are extremely effective when they take place in real-time, live at an event or location. Out of the 100K+ posts that drove the most engagement, 90% were taken on site at the NYFW.As an example of this social success, Harman-Kardon created a NY Fashion Week partnership 3 day event to launch their fashion-friendly white headphones, based on their ‘beautiful sound’ platform. During and following the event, the brand’s social media traffic increased by 970%, and they received over 19 million social media impressions and 370 million national press impressions.• Partnering with Fashion DesignersWhether brands want to establish themselves as risk-taking and groundbreaking, or more proven with long-standing character, custom alignments exist with fashion designers and events whose personality reflect those same valued traits. Celebrity and newly emerging designers offer opportunities to create endorsement partnerships and to liven up brand campaigns, trade events or event point of sale.• Partnering With Fashion TV SeriesFashion in Television is a constant theme, with series devoted to covering and showcasing fashion trends. Networks such as Lifetime (Project Runway), E! (Fashion Police), Bravo (Rachel Zoe), NBC (Access Hollywood, Extra) all offer sponsorship opportunities as well as options to integrate brands directly into the content. Even daily talk shows typically have a fashion segment, which brands can creatively become part of. Additionally, scripted series can provide the basic storylines of fashion similar to the previous hit Sex In The City format. The targeted viewer is typically the coveted female demographic, with an average age 25 to 49.Pilot Pen created a 4 month long digital partnership with NBC’s Fashion Star television series. A branded customized fashion trivia game was developed with a grand prize trip to NY Fashion Week, supported by ad units across the NBC platform along with the series website and print. Additionally social media drove conversations both from the show’s designers and the brand’s fan base. The partnership reached more than 14 million consumers, with website visits 184% over goal and sweepstakes entries 85% over goal.• Partnering With Fashion BloggersFashion bloggers provide a very strong platform to share brand fashion driven strategies, and can include consumer sampling and sweepstakes components.Once upon a time, New York Fashion Week was only for a very exclusive group consisting of the fashion elite and insiders. Today, largely with the help of fashion bloggers – “everyday” girls who have managed to become big time influencers – everything is much more accessible with wider public appeal. In fact, fashion – above technology, food, sports, travel – is one of the most popular blog categories, with 3 million Google searches a day, second only to music.The proper strategic alignment within the fashion world can elevate and solidify a brands image, while tapping into a following that is enthusiastic and eager to engage online. To create a partnership that is relevant and makes sense, it is important to work with industry experts who understand the landscape and what kind of opportunities are out there to identify and activate exactly how your brand can harmoniously and successfully partner with a fashion initiative.

What Are The Greatest Changes In Shopping In Your Lifetime

What are the greatest changes in shopping in your lifetime? So asked my 9 year old grandson.

As I thought of the question the local Green Grocer came to mind. Because that is what the greatest change in shopping in my lifetime is.

That was the first place to start with the question of what are the greatest changes in shopping in your lifetime.

Our local green grocer was the most important change in shopping in my lifetime. Beside him was our butcher, a hairdresser and a chemist.

Looking back, we were well catered for as we had quite a few in our suburb. And yes, the greatest changes in shopping in my lifetime were with the small family owned businesses.

Entertainment While Shopping Has Changed
Buying butter was an entertainment in itself.
My sister and I often had to go to a favourite family grocer close by. We were always polite as we asked for a pound or two of butter and other small items.

Out came a big block of wet butter wrapped in grease-proof paper. Brought from the back of the shop, placed on a huge counter top and included two grooved pates.

That was a big change in our shopping in my lifetime… you don’t come across butter bashing nowadays.

Our old friendly Mr. Mahon with the moustache, would cut a square of butter. Lift it to another piece of greaseproof paper with his pates. On it went to the weighing scales, a bit sliced off or added here and there.

Our old grocer would then bash it with gusto, turning it over and over. Upside down and sideways it went, so that it had grooves from the pates, splashes going everywhere, including our faces.

My sister and I thought this was great fun and it always cracked us up. We loved it, as we loved Mahon’s, on the corner, our very favourite grocery shop.

Grocery Shopping
Further afield, we often had to go to another of my mother’s favourite, not so local, green grocer’s. Mr. McKessie, ( spelt phonetically) would take our list, gather the groceries and put them all in a big cardboard box.

And because we were good customers he always delivered them to our house free of charge. But he wasn’t nearly as much fun as old Mr. Mahon. Even so, he was a nice man.

All Things Fresh
So there were very many common services such as home deliveries like:

• Farm eggs

• Fresh vegetables

• Cow’s milk

• Freshly baked bread

• Coal for our open fires

Delivery Services
A man used to come to our house a couple of times a week with farm fresh eggs.

Another used to come every day with fresh vegetables, although my father loved growing his own.

Our milk, topped with beautiful cream, was delivered to our doorstep every single morning.

Unbelievably, come think of it now, our bread came to us in a huge van driven by our “bread-man” named Jerry who became a family friend.

My parents always invited Jerry and his wife to their parties, and there were many during the summer months. Kids and adults all thoroughly enjoyed these times. Alcohol was never included, my parents were teetotallers. Lemonade was a treat, with home made sandwiches and cakes.

The coal-man was another who delivered bags of coal for our open fires. I can still see his sooty face under his tweed cap but I can’t remember his name. We knew them all by name but most of them escape me now.

Mr. Higgins, a service man from the Hoover Company always came to our house to replace our old vacuum cleaner with an updated model.

Our insurance company even sent a man to collect the weekly premium.

People then only paid for their shopping with cash. This in itself has been a huge change in shopping in my lifetime.

In some department stores there was a system whereby the money from the cash registers was transported in a small cylinder on a moving wire track to the central office.

Some Of The Bigger Changes
Some of the bigger changes in shopping were the opening of supermarkets.

• Supermarkets replaced many individual smaller grocery shops. Cash and bank cheques have given way to credit and key cards.

• Internet shopping… the latest trend, but in many minds, doing more harm, to book shops.

• Not many written shopping lists, because mobile phones have taken over.

On a more optimistic note, I hear that book shops are popular again after a decline.

Personal Service Has Most Definitely Changed
So, no one really has to leave home, to purchase almost anything, technology makes it so easy to do online.
And we have a much bigger range of products now, to choose from, and credit cards have given us the greatest ease of payment.

We have longer shopping hours, and weekend shopping. But we have lost the personal service that we oldies had taken for granted and also appreciated.

Because of their frenetic lifestyles, I have heard people say they find shopping very stressful, that is grocery shopping. I’m sure it is when you have to dash home and cook dinner after a days work. I often think there has to be a better, less stressful way.

My mother had the best of both worlds, in the services she had at her disposal. With a full time job looking after 9 people, 7 children plus her and my dad, she was very lucky. Lucky too that she did not have 2 jobs.

Investing Money in 2014 and 2015 for Retirement – An Old Pro’s Viewpoint

In 2014 and maybe 2015 and beyond, investing money will be tougher and putting together the best investment portfolio might mean investing money for safety vs. higher investment returns. The best investment ideas are slim pickings. There is very little that is normal in today’s world of finance. My reasoning and background follows.In 1971 I had my Masters in Business (finance) and knew nothing about the investment world or investing money. Actually, I found it quite embarrassing, because adults that I would meet in the business world thought that I might have the best investment ideas in my pocket – due to my education. The years that followed were not the best investment environment, and I became a stock broker in Columbus, Ohio in 1972. I learned real quick what my job was really all about: selling investment ideas… SELL the sizzle NOT the steak… I was informed by my sales manager.Forty years later, investing money is a game that I find has changed little. It’s all but impossible to find the best investment, and the world of investing money is primarily a sales game aimed at uninformed investors (more than 90% of the investing public). I once read that NOW is always the hardest time to invest money. I’ve seen difficult times in the markets for over 40 years and I’ve NEVER repeated that phrase until now.At this time, I am afraid that it is really true. Allison and I have three children, who are all basically 30-something and trying to make it in a difficult world. Investing money for retirement is not an option for them. It is an absolute necessity if they don’t want to work for the rest of their life. Many folks my age are covered by pension funds plus other entitlements, but that’s not the norm for 2014 and beyond. Now, let’s get down to business and talk about investing money in 2014 and beyond; and the best investment ideas I can muster as an older (but still on top of my game) retired financial planner.If you have a 401k at work participate in it, and take maximum advantage of your employer’s matching contribution if your company offers this feature (it’s free money). Investing money here is automatic and almost painless. This is one of the best investment ideas available for accumulating a nest egg for retirement. Plus, the tax advantages will put a smile on your face each year at income-tax time.Open a Roth IRA with a major NO-LOAD mutual fund family and start investing money each month through their automatic investment plan. Enter “no-load funds” into a search engine and you’ll see some of the biggest and best fund companies at the top of the page, names like Vanguard, Fidelity and T Rowe Price. Give them a toll-free call if you have questions – like do you qualify, how much can you invest a year, and will they send you free literature. A Roth IRA (or Roth 401k if available) is one of the very best investment ideas for accumulating money for retirement. A Roth account (IRA or 401k) is TAX FREE investing, as long as you follow the rules. Tax free is as good as it gets and difficult to find.Mutual funds are the average investor’s best investment vehicle because they offer both professional management and instant diversification in the form of a managed portfolio of stocks, bonds, and money market securities. When you invest money in a fund, you own a very small part of (own shares in) a very large investment portfolio. There is always a cost for investing money in funds. All funds charge for yearly expenses. This can amount to less than 1% a year in NO-LOAD FUNDS, with no sales charges when you invest money and no extra ongoing management fees. Or, you can pay 5% in sales charges off the top when you invest money, 2% or more for yearly expenses and 1% to 2% in additional management fees if you work through a sales rep (financial planner, adviser, or whatever).One of the best investment ideas for 2014, 2015 and beyond: keep your cost of investing money as low as possible. This could make a difference of tens of thousands of dollars over the long term. A dollar saved is a dollar earned.Do all that you can to learn about investing money; and especially learn about stocks, bonds, and mutual funds. Once you understand stocks and bonds, getting a handle on mutual funds is a piece of cake. What are the investment options inside your employer’s 401k plan? The vast majority of them are likely mutual funds – mostly stock funds, bond funds, and/or balanced funds (that invest in both stocks and bonds). There will likely also be one or two safe investment options that pay interest: a money market funds and/or a stable account.Investing money successfully in 2014 and beyond could be very difficult due to today’s investment environment. First, record low interest rates mean that safe investments that pay interest are paying close to nothing. Second, bonds and bond funds pay more interest, but when interest rates go back up to normal levels they WILL LOSE money; that’s the way bonds and bond funds work. Third, stocks and stock funds are pricy, having gone up in value and price well over 100% since 2009. In other words, best investment ideas are few and far between.Here’s the best investment strategy in 2014 and beyond for beginners who want to start investing money for retirement and keep it simple. In a 401k and/or Roth IRA account invest (monthly or each payday) equal amounts into a stock fund, bond fund, and money market fund. If your 401k has a stable account option use this instead of the money market fund if it pays more interest.Mutual funds are always one of the best investment ideas for most investors – if you invest money in low-cost no-load funds. (Your 401k plan should have no loads, sales charges). When investing money for retirement in 2014 and 2015 keep three factors in mind. Two of these always apply: keep costs low and invest money across the board in all three fund types listed above. Your third factor is to give money market funds equal weight in 2014 and beyond for added safety. Normally, you would give them less weighting.