school fashion 2010

school fashion 2010

360 ° Marketing Trends 2010: Dior, Etam, Coca Cola, Lufthansa, Foursquare, Sephora, The Body Shop

In 2009, there was an acceleration of marketinginvestmentshift Off-Line On-Linechannels. A Forrester Research among the leaders of Marketing Director of Marketing indicates that the officers of the panel (mainly international companies) have plans to increase its online media spending in terms of up to 39% of their total media investment in 2010. However, online and offline activities should not be disconnected as a real shop Visitors have searched for information online prior to purchase.

The critical steps remain the same in all marketing channels:
- Drive Visibility / Awareness
- Generate Traffic
- Increase conversion

Let's take a look at five trends for 2010 on how brands connect points:

Trend # 1: Consistency of the brand experience through CHANNELS
The consumer must go through several stages before, during and after your purchase. The nature and type of experiences between the different points of contacts are crucial for the brand and the customer. Especially because customers expect richer, more honest and mature relationships with their brands regardless of the type of products (high consumption of luxury brands.) This relationship-building should match the diversity of attitudes and behaviors of customers, but with a common factor: consistency.

Microsoft transforms a digital experience in one particular work by setting the Windows Café de Paris to support the launch of Windows 7.

I've done in a previous post Nespresso analysis as a good example of this trend (analysis available in my blog). target = "_blank" title = "Customer Centric: Luxury Brand Marketing Strategy 360">

Trend # 5: or segmented offers targeted
Consumers seek products that are increasingly specific and specialized. It could go beyond the well developed approach customization.

Taking advantage of consumer nostalgia
Harvest products are more and more popular. Post market is a niche market in this product category, buyers and sellers together in a community around the premium and vintage high-end fashion collections.

The Body Shop cosmetics company has decided to target their consumers and nostalgic to re-launch a successful product line of the 80 who had suspended.

Trend # 2: engaging consumers on topics relevant to them
Consumers expect that interactions with brands that promote their areas of interest.

Etam (French lingerie brand and retail chain) has increased 3 to your Facebook community through the organization of a line of fashion gorge. " The initiative was aligned with the target as the 85% of new members were women.

In France, Coca Cola and Skyrock (FM radio and blogging platform leader among adolescents) joined forces to create a community to promote active aging participation of young people to support social projects. This collaboration on the issue of social responsibility between the two marks that the same target audience but not in direct competition could be a source of inspiration for other business sectors.

Trend # 3: HELPING THE MOBILITY OF MOBILE SERVICES TO CONSUMERS
The Hot Biscuit radar Specialty Coffee and Bakery sends email alerts to consumers when fresh cookies just be prepared.

Lufthansa launched in October 2009, a mobility service MySkyStatus. Travelers are informed in real time on the state of their flights through email, Facebook or Twitter.

Obviously, Foursquare is a good example of what is to come after "in terms of location and interactivity. This service allows you to tag interesting places in your city (Restaurants, bars, shops), share it with your friends and keep in touch with when they are mobile. Meanwhile, you earn points for discovering new places of other communities.

Trend # 4: EXPERIENCE IN RETAIL IS A MATTER OF INNOVATION AND THE EXCLUSIVE
Sephora has launched its new concept of flagship stores in Italy (Milan). In this new store everything is done to transform the customer visit an exceptional experience in these services have an important role: Beauty Bar, Makeup School, shows and even pop Spa.

The products are not careless with their exclusive collaboration Rich for years and Laduree Marc Jacobs (luxury biscuits ... but delicious) in Paris to develop lines special products.

The store moved from one place less than a lifestyle. Meanwhile, the synergy with e-commerce has been strengthened. In France, online sales channel represents 1 store # in terms of traffic and fourth in terms of turnover.

In the industry of luxury, exclusivity Fabergé decided to push the limit. website of the mark does not display the collection of products without a individual registration by a dealer. This step will lead to a private appointment for a presentation of the collection online. The rest of the website focuses in history and philosophy of the brand.

Community targeting
Community of customers or users could be the backbone of the product the development of specialized marketing models.

The sale of branded cosmetics direct-Mark (sister brand of Avon) eShop launched as a Facebook page. His young consumers can identify your nearest sales representative from your community or take advantage of the page of fans to buy directly.
Moreover, the U.S. Marble retailer s offers games to support and develop mental agility in people older. 200 products are classified by type of mental function to maintain or improve.

The fashion industry is well advanced in this practice. Customers between their communities could lead to product design before sharing your creation ( title = "fashion product design Workshop_Online"> Fashion Workshop) or voting in different designs before starting the final production (target = "_blank" title = "Modcloth website"> ModCloth.com).

Let's see how more than 2010 confirmed these trends ... or not!

About the Author

I am responsible for the marketing platform www.customercentric.org which is the basis for on-line marketing tips and consultancy activities. My core competencies: Digital marketing, e-business, management of marketing channels and brand building. I have held different positions in the area of strategic & operational marketing, sales and general management.

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