Go Ahead - Market ThisA plain white T-shirt is just a plain white T-shirt

Or is it?

Jami Slotnick - Marketing Strategist/Creative Director For The Philadelphia Fashion Incubator at Macy’s Center City - March 17, 2016

Ahead

• Hack 1: Commit to a Brand Platform

• Hack 2: Find a way to cut through the noise

• Hack 3: Network Network Network - don’t forget those psychographics

• Hack 4: Draft a realistic marketing plan

• Hack 5: Don’t re-invent the wheel What other DIRs have done/are doing

• Hack 6: Kiazen Caizen KaizenRemember, Donna, Issac, Ralph and Tommy weren’t always Donna, Issac, Ralph and Tommy

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

What mattersIndependent Record Labels

Good PhoA really good city bike

LaColombe CoffeeApple/VW/Gap

Clean water in UgandaSkiing in Telluride

Wingbowl

What matters

LGBT RightsA Gluten-free Diet

FashionFinishing Online Degree

Global WarmingHiphop DanceVegas Vacations

Birthday Celebrations

What matters

Kardashian AppYoga

Hillary in the White HouseFat-free Everything

Johnny Depp/Adam LevinePhotography

Summers in JerseyBlowouts at the Salon

Girls on HBOAddicted to Dylan’s Candy Bar

How do you appeal to all of them?

What about them?

Marketing Hack Lesson #1

By appealing to everyone, you could be appealing to no one.

Commit to a distinctive brand voice or platform.

$?

$24 $240

$24$240

$2.40$2.40

A brand promise 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.

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________

Nothing comes between me and my Calvins.

MagazineNewspapers

Billboard (Out of Home) Radio Spots

TV Commercial Point of Sale/In-store

Direct Mail Product Placement

Word-of-Mouth

1980

Celebrity-fueled Campaigns Then and Now

Website (banner/hyperlinks)

SEO/PPCSocial Networks

TV & Social Integration TV & Ecommerce IntegrationBlogging (main/influencers)

Web Radio/PodcastingSatellite RadioMobile Phone

Opt-in email/databasePartnership marketing

Cross Marketing/Multi-product

Fuse/Hybrid MarketingBrand ShortsAdvertorialsStreet Teams

Contrived EventsEllen

Review SitesCustom App

Plus everything from

1980

Now

That’s called a paradigm shift.

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.

Marketing Hack Lesson #2

Finding a way to cut through the noise to get your target market is absolutely key… and it’s not easy.

Determine the right integrated mix of media.

How do you market this white T-shirt?

Here Are Three Great Tips

Liz Lang Spills

Marketing Hack Lesson #3

It’s about talent but it’s also about surrounding yourself with the right people.

Network like a fierce diva.

Axis Trade Show

The Axis Trade Show was established by renowned fashion event organizer the Reed Fashion Group to provide a space for “creative individuals and entrepreneurs [to] come together to distill and discuss the trends shaping the fashion landscape.” With an emphasis on women’s brands, the event promotes cross-category merchandising, allowing participants to network and collaborate with other brands and companies that have overlapping markets, specifically within fashion lifestyle, action lifestyle, and home and beauty brands. The brands represented include Timberland, Reebok, OBEY Women’s, Mitchell and Ness Women’s, and Stussy Women. Attending trendsetters and advisers include Nike Global Concept Director Kristen Reiter, athlete Kassia Meador, and Style.com Fashion Market Director Rachel Wang. What makes the Axis trade show particularly unique is that it seeks to promote fashion in conjuncture with music and food, and even health and fitness activities, to present it as part of a collective culture. The event is hosted biannually in New York City in February and September.

Fashionista: How to make it in fashion conferenceIndependent fashion news site Fashionista.com began hosting their biannual How to Make It in Fashion Conference in 2012 to connect those aspiring to a career in fashion with current industry titans, covering a variety of positions in the field. The site is dedicated to presenting stories that focus on the business of fashion, and the conference is intended to be an extension of that goal. What makes the How to Make It Conference most appealing is that in addition to having career-specific panels and keynote speakers, attendees have the opportunity to have one-on-one mentoring sessions with people who have “made it” in their chosen career. Panel discussion topics run the gamut, from advice on how to launch a successful fashion start-up to stylist branding, and even how to break into costume designing for theater, film, and television. The most recent event held in Los Angeles boasted Lubov Azria, Chief Creative Officer of BCBG Max Azria, as a keynote speaker, and Mandi Line, Costume Designer for hit TV show Pretty Little Liars, as a panelist. The conference is held in Los Angeles and New York.

Decoded Fashion Summit

The Decoded Fashion Summit is an innovative conference that focuses on the rapidly advancing cross-section of fashion and technology. The conference was developed as a response to the emergence of wearable tech, such as smart watches, and provides the opportunity for collaboration between the fashion and tech communities. Participants have access to panel discussions on using technology to further their brands and improve the customer experience both digitally and in retail arenas, as well as how designers can integrate technology into their designs. Notable speakers for the event include Alice Kim, Vice President of Merchandising and Retail at DVF, Ryan Genz, the CEO of CuteCiruit, and Billie Whitehouse, the Co-Founder of Wearable Experiments. One of the major highlights of the summit is the Wearables Competition, a pitch competition “looking for the most consumer-friendly and beautified wearable device,” one of which was a handbag that charges your smartphone and lights up to help find interior items created by Jon Lou. The Decoded Fashion Summit is hosted annually in New York, London, and Milan.

Without a plan you’re dead to me

Big box retailers or higher priced online specialty

boutiique sales?

boutiique sales?

You don’t know your target. And for that reason, I’m

out.

Do you have a patent pending for that zipper?

That scarf is complicated. How are you going to show women how to put it on?

I saw something simular for 1/2 the price last week.

boutiique sales?

Marketing Hack Lesson #4

Develop a marketing plan and commit to it.

Get help writing it if you need to!

boutiique sales?

You gotta be kidding me!

boutiique sales?

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?

boutiique sales?

Nigel, we’re going to talk about you. Hope that’s okay.

boutiique sales?

611 is a men's clothing and accessories brand inspired by

Philadelphia's iconic record store and label, 611 Records.

Founder and designer, DJ Nigel Richards is heavily influenced

by international style through his worldly travels as a techno DJ.

The brand's essence is seen

not only in its daring combination of prints and

patterns but through its overall

commitment to dressing the bold and fearless gentlemen.

boutiique sales?

Hey, I’m bold and fearless dude. You are making an

emotional connection.

But exactly where and how are you doing that connecting?

You also throw down some sick techno beats

yo.

boutiique sales?

Here

Here

Oh, and here

Personal brands matter

boutiique sales?

Marketing Hack Lesson #5

Don’t reinvent the wheel

Find inspiration from others…hint… they may be sitting next to you

boutiique sales?

Surprise

Elissa is handing out cards right now. Your homework is to call the past DIR on the card you were handed and invite

them out to coffee. Pick their brain, exchange ideas.

boutiique sales?

You gotta be kidding me!

boutiique sales?

Marketing Hack Lesson #6

boutiique sales?

Kaizen (改善?), Japanese for "improvement." When used in the business sense and applied to the workplace, kaizen refers to activities that

continuously improve all functions and involve all employees from the CEO to the assembly line workers. It also applies to processes, such as

purchasing and logistics, that cross organizational boundaries into the supply chain. It has been applied in healthcare, psychotherapy, life-

coaching, government, banking, and other industries.

By improving standardized activities and processes, kaizen aims to eliminate waste. Kaizen was first implemented in several Japanese

businesses after the Second World War, influenced in part by American business and quality management teachers who visited

the country. It has since spread throughout the world and is now being implemented in environments outside of business and productivity

Fashion = Controversy

Fashion = Sociological Mirror

Fashion = Free Expression

Fashion = Power

Marketing all of this is a responsibility.

Fashion = Provocative Ambiguity

boutiique sales?

Our world is continually changing and we as a

human race are continually changing our reaction to it

as we grow and learn.

boutiique sales?

SexismRace

Drug usePolitical viewsHuman rights

Gay rightsInternational acceptance

boutiique sales?

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.

boutiique sales?

Remember fame fortune and other gifts don’t happen right away.

Sales overnight.Brands overtime.

boutiique sales?

Born Donna Ivy Faske on October 2, 1948, in Forest Hills, New York. From an early age Donna, who grew up in Hewlett, Long Island, was immersed in the world of fashion. Her mother worked as a model while her stepfather made a living as a suit designer.

Karan's family's influence was apparent in her early life. By the age of 14 she had dropped out of school and begun selling clothing at a local boutique. In 1968 Karan was accepted into the highly respected Parsons School of Design in New York City.

While in school, Karan landed an prestigious summer job working for designer Anne Klein. Her work there proved so impressive that within two years she was named associate designer. By the age of 26, Karan, who was by then married to her first husband, Mark Karan, was named head designer.

Karan's ascendency to the top of Anne Klein happened not long after the founding designer's death. Under Karan's direction, and with the help of fellow designer and Parsons friend Louis Dell'Olio, the Ann Klein brand blossomed.nature collection. In 1990 she developed DKNY Jeans and then, two years later, debuted DKNY for men.

Since then a whole host of ancillary products have been created under the DKNY name, from children's clothes to furniture.

boutiique sales?

Later Years

In 2001, Karan sold her publicly traded company to LVMH, Moet Hennessy Louis Vuitton, a French luxury conglomerate. Reports of the sale were said to be nearly $650 million. As part of the sale, Karan agreed to stay on as the designer of the brand.

Over the years Karan has been the recipient of numerous awards and honors. In 2003 she became the first American to ever receive Fashion Group International's "Superstar Award." The following year, she received the prestigious Lifetime Achievement Award from the Council of Fashion Designers of America.

Donna Karan, who published her autobiography The Journey of a Woman in 2004, lives in New York City.

boutiique sales?

How can you continually improve?

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.

boutiique sales?

Take 5 minutes and thinking about these questions. Write down your answers and share them with everyone if you’d like.

jamislotnick@me.com(215) 771-6630

facebook/LinkedIn

I survived Jami Slotnick's

Marketing Hacks

Presentation and all I got

was this lousy T-shirt