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Philadelphia Fashion Incubator Presentation May 2018

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Philadelphia Fashion Incubator Presentation May 2018

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A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.

A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.


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Philadelphia Fashion Incubator Presentation May 2018

  1. 1. A plain white T-shirt is just a plain white T-shirt… Or is it? Jami Slotnick
 For The Philadelphia Fashion Incubator 
 at Macy’s Center City May, 2018
  2. 2. • RealValue vs 
 PerceivedValue • Brand Positioning • Brand Persona • Brand Reputation • Brand Nostalgia • Brand Research • Brand Awareness • Brand Power • Brand Messaging • Brand Evoltion Branding in 2018
  3. 3. RealValue vs 
  4. 4. BrandValue vs 
 PerceivedValue Let’s get real Real value refers to how much it costs to produce a product, how useful it is to the buyer and how much its 
 individual components have. • Generally easy to measure • Costs of labor, materials shipping, marketing, product development
  5. 5. BrandValue vs 
 PerceivedValue Perceived value Perceived value is a more abstract measurement that represents how much customers feel a product is worth. How much money was fetched for Michael Jackson’s shoes during the Christie’s Auction? • Harder to determine • Scarcity (including artificial scarcity) • Novelty • Cache
  6. 6. $?
  7. 7. $24 $240
  8. 8. $24$240
  9. 9. $2.40$2.40
  10. 10. JudgmentalVariables Fabric content Customer Experience
 Style Merchandising Price
  11. 11. How do you market this white T-shirt?
 Here Are Three Great Tips
 Liz Lang Spills
  12. 12. BrandValue vs 
 PerceivedValue Two stores may sell similar dresses that cost the same amount to produce, giving them identical real values. However, one dress will likely have a higher perceived value if its designer has a reputation for extraordinary design and if the dress was featured in a full page spread of Vogue and spotted on the red carpet adorned by Rachel Zoe.
  13. 13. The same is true for jeans. Let’s take a closer look…
  14. 14. Nothing comes between me and my Calvins. Celebrity-fueled campaigns were big in the 1980s.
  15. 15. Magazine
 Billboard (Out of Home)
 Radio Spots
 TV Commercial
 Point of Sale/In-store
 Direct Mail
 Product Placement
 Website (banner/hyperlinks)
 Social Networks
 TV & Social Integration
 TV & Ecommerce Integration Blogging (main/influencers)
 Web Radio/Podcasting
 Satellite Radio Mobile Phone
 Opt-in email/database
 Partnership marketing
 Cross Marketing/Multi-product
 Fuse/Hybrid Marketing
 Brand Shorts
 Street Teams
 Contrived Events
 Ellen Review Sites
 Custom App
 Plus everything from 1980 Now
  16. 16. That’s called a paradigm shift.
  17. 17. What would this famous campaign look like in today’s new media world? Go. You have 10 minutes to work in teams of 2-3.

  18. 18. So, it actually looks like this - nearly 40 years after the scandalous CK campaign.
  19. 19. Brand Nostalgia
  20. 20. Fastest way to create emotional connectivity.
  21. 21. Brand nostalgia speaks to a generation much like fashion.
  22. 22. Brand Persona
  23. 23. BrandValue vs 
 PerceivedValue What is it? A brand persona is a collection of personality traits, attitudes and values that your brand emulates on a regular basis to help connect with a certain audience segment. It can be a person, character, mascot or idea.  
 The easiest way to create a personality for your company is to envision the type of person you think would be most interested in our products and services, and create messaging for them.
  24. 24. These people all what to buy a white T-shirt. But they all do not what to hear the same thing. Demographics lie. Psychographics are trending. Tell me I’m hot. Tell me that your t shirt is 100% cotton. Tell me that i can pass as a NoLIb Hipster
  25. 25. What matters Independent Record Labels
 Good Pho A really good city bike LaColombe Coffee Apple/VW/Gap Clean water in Uganda Skiing in Telluride
  26. 26. What matters LGBT Rights A Gluten-free Diet
 Fashion Finishing Online Degree Global Warming Hiphop Dance VegasVacations Birthday Celebrations
  27. 27. What matters Kardashian App Yoga Hillary in the White House Fat-free Everything Johnny Depp/Adam Levine Photography Summers in Jersey Blowouts at the Salon
 Girls on HBO Addicted to Dylan’s Candy Bar
  28. 28. How do you appeal to all of them?
  29. 29. What about them?
  30. 30. By appealing to everyone, you could be appealing to no one. Know you’re audience and speak to them in a variety of ways. Commit to a distinctive brand voice or platform.
 (BTW, you need not shout it.)
  31. 31. Brand Research
  32. 32. Who is my target market/s? What do they think now? What do I want them to think? What promise, incentive or offer can I make 
 to get them to think that way? What is my competition doing to reach them? What is my #1 key differentiator? How will I measure success year one and beyond?
  33. 33. Brand Research A ton of money is spent on research. Brand research is a critical component of business success for two reasons. First, it provides a business with hard data to make effective decisions. Second, it gives a business deep insight into consumers' minds, because let's face it, consumers don't always act the way they say they will..
  34. 34. Brand Research Surveys Focus Groups Interviews Competitive Landscape Audit Google
  35. 35. Brand Positioning
  36. 36. Brand Positioning
  37. 37. Brand Positioning What is it? A brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. 
 A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer.
  38. 38. A brand’s positioning usually results in a tagline. And that tagline is drilled into 
 our heads over and over again. on multiple platforms in multiple ways.
 You will tire of your tagline way 
 before the rest of the world. 

  39. 39. I’m lovin’ it Because I’m worth it If you don’t look good, we don’t look good You’re not you 
 when you’re hungry Don’t leave home without it The ultimate driving machine A diamond is forever The best a man can get Play. Laugh. Grow. Maybe she’s born with it. Maybe it’s________
  40. 40. Brand Awareness
  41. 41. What is it? The extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.
  42. 42. Ways to do it • Partner with other brands
 • Refer a friend • Guest blog • Tap social influencers • Good old fashion PR
 • Be philanthropic, kind and network with intention
  43. 43. Here’s how other giants did it. • How will you create optimal brand awareness among your target market? 
 • How will you differentiate yourself? • How will you cut through the noise? • How will you keep it going? • What’s your end game?
  44. 44. Brand Reputation
  45. 45. Brand Reputation Dolce & Gabbana Abercrombie & Fitch Urban Outfitters John Galliano for Dior Steve Madden Starbucks Comcast Facebook The Weinstein Company The Trump Organization
  46. 46. Brand Reputation What areYOU doing right now to 
 monitor your brand’s reputation? There are free and low cost options
 that will help.When is the last time you did a vanity search for yourself or your brand? 
 Have you set Google Alerts? 
 Are you tracking hashtags via Hootsuite?
 Check these tools out when you have a moment.
  47. 47. Brand Reputation What’s your brand image right now?
  48. 48. Brand Reputation Your Look Book is One Click Away
  49. 49. Brand Reputation
  50. 50. Brand Reputation
  51. 51. Brand Reputation
  52. 52. Brand Reputation
  53. 53. Brand Reputation
  54. 54. Brand Messaging
  55. 55. Brand Messaging Brand messaging refers to the underlying value proposition conveyed and language used in your content. It's what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to 
 buy your product. What is it?
  56. 56. Brand Messaging FollowYour CoreValues. 
 What is important to you?
 You are a big part of your business, and your customers love and value what you do.Your core values should be at the center of your brand messaging so that they are as authentic as possible. 
 It is not possible to develop a strong brand message that is the complete opposite of who you are as a person.
  57. 57. Brand Messaging KeepYour Messaging Simple It’s hard to keep up with a million brand messages. As a business owner, you should not be trying to think about every customer under the sun; you will not be as sincere that way. Pick just one or two concepts to convey, so that you can concentrate your content and make 
 it most effective.
  58. 58. Brand Messaging So, what are some of the best brand messages of the 21st Century? Let’s take a peak at what
 Ad Age says.
  59. 59. Brand Evolution
  60. 60. Brand Messaging Businesses need to show evidence of being alive—businesses learn, grow and evolve just as people do and their visual personality needs to reflect that. 
 Brand evolution allows you to stay connected with your customer. People should be able to identify with your brand and even take ownership of it. If your customers can’t connect with your brand, you will not get your message across to them effectively.To succeed at this, you must be alert and open to design trends.
  61. 61. Brand Evolution
  62. 62. Where might you find these lines? What store?
  63. 63. Have you ever wondered why their logo is smiling?
  64. 64.  David Lamer, founder of fashion tech consultancy Core Brand Advisors, pointed to Lark & Ro and said Amazon was building “very sharply priced product — it’s basically easy items that people will gravitate to and search for.” 
 While many industry executives see Amazon as a competitor, Lamer said the danger tied to Amazon isn’t so much that the web giant is going to steal business from apparel companies, but that apparel companies aren’t going to keep up.
 “Amazon is a threat to the fashion industry because it’s a technology that the fashion industry ought to be embracing in a big way and they’re not,” he said.“Big data not something that's going to happen in the future. It's happening right now."
  65. 65. This reflects a 
 behavioral shift.
  66. 66. Brand Power
  67. 67. Brand Power  The ability of a brand to attract a major share of
 its particular market What is it?
  68. 68. Fashion = Controversy Fashion = Sociological Mirror Fashion = Free Expression Fashion = Power Marketing all of this is a responsibility. Fashion = Provocative Ambiguity
  69. 69. Our world is continually changing and we as a human race are continually changing our reaction to it as we grow and learn.
  70. 70. Sexism Race
 Drug use Political views Human rights Gay rights International acceptance
  71. 71. Messages from the fashion world have always been viewed as “pushing the ethical envelope.” Should we care? Yes. Especially if you reach my eyeballs. I could be your target audience 
 in 10 years.
  72. 72. Remember fame, fortune and other gifts don’t happen right away. 
 Sales overnight. Brands overtime.
  73. 73. Take 5 minutes and thinking about these questions. Write down your answers and share them with everyone if you’d like.
  74. 74. How can you continually evolve? As an artist? As an entrepreneur/business person? As a community steward/change agent? As an emerging brand? As a mentor and a leader? As a future successful fashion icon.
  75. 75. I survived Jami Slotnick's Presentation and all I got was this lousy T-shirt
  76. 76. Hey, let’s stay in touch 
 jami@splatworld.tv jamislotnick@me.com www.jamislotnick.com