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Fashion Marketing

Weekly Digest

Adore Me used AI to double its active customers

Adore Me uses AI to gain more lingerie customers online. The four-year old e-commerce brand secured a big market share of Victoria’s Secret through targeting their customers online through artificial intelligence. Before they strengthened this technology they used the common “spray and pray” method of messaging customers through email marketing, which was not very effective. “We had a one-size-fits-all strategy for reaching out to customers,” said Josselin Petit-Hoang, who is Adore Me’s marketing manager since 2014. “But as the company grew, and the volume of our customers grew, we wanted to narrow down, as well as reach people outside of email.”…

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Influencer Marketing
Weekly Digest

AI is the Future of Fashion

Many fashion labels want to move in a lifestyle brand often times soon after founding. The lingerie brand Cosabella is one of them and found a way to realize it. It expanded the process of looking at mood boards, observing fashion trends and runways for inspiration. Cosabella is using AI (artificial intelligence) and machine learning to track their customer’s behavior, in every detail to predict what will sell. “The smarter we get with AI, the longer our customer stays with us. The longer a customer stays with us, the better we get at improving product, fit, fabric and silhouette,” said…

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Interviews

Selling Luxury Fashion online – An Interview with Bluefly.com

I had the chance to chat with the marketing assistant Nicole Porras and both e-commerce assistants Jessica Chang and Michelle Choi of Bluefly.com. Bluefly.com is an online shop for luxury fashion, accessories and beauty products. They shared their experiences with digital marketing strategies, the challenges of selling luxury fashion online and where they think technology in fashion is heading.  What kind of marketing channels do you think work best in our modern time? Nicole – I think it is important to have a presence on all marketing channels as (potential) customers seek information about a product or your brand across such various…

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Cause Marketing Campaign Concept for Birkenstock
Concepts

A Cause Marketing Campaign Concept for Birkenstock

“A Cause Marketing Campaign Concept for Birkenstock in Collaboration with Soles4Souls” is a college group project of Marc Azzi, Madeleine Lossie, Yejin Kim, Jaie Padhye and me. This is no real campaign of Birkenstock or Soles4Souls and just a theoretical concept for our class at LIM College. I will share parts of this project in short form below. Find all references by clicking here. A Cause Marketing Campaign Concept for Birkenstock in Collaboration with Soles4Souls Brief Background of Birkenstock Tradition since 1774 in Germany 1896 – Konrad Birkenstock begins manufacturing and selling flexible footbed insoles 1964 – Madrid model was launched; first fitness sandal with a…

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Rebranding Collaboration of Abercrombie & Fitch and Tyra Banks
Concepts

A Rebranding Collaboration between Abercrombie & Fitch and Tyra Banks

“A Rebranding Collaboration between Abercrombie & Fitch and Tyra Banks” is a college group project of Marc Azzi, Madeleine Lossie, Jaie Padhye and me. This is no real campaign of either Abercrombie & Fitch nor Tyra Banks and just a theoretical concept for our class at LIM College. I will share parts of this project in short form below. Find all references by clicking here.  A Rebranding Collaboration between Abercrombie & Fitch and Tyra Banks The Importance of Rebranding through Celebrity Collaborations Celebrity Collaborations are used in strategic marketing to influence the brand’s image and consumers’ purchasing intentions on a more unconscious level of decisions….

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