Wednesday, July 25, 2007
Christmas in July????
Working in luxury retail, we have been gearing up for our new fall fashion - planned about two years ago from our merchandising departments – and selling our customers on what’s hot (and what’s not).
Publicity is what gets this done. We complete with other New York fashion houses (Barneys, Bergdorf, etc - believe it or not, Bloomingdale's is considered low-brow to us) but with an advantage: Our store sits right across from the world’s most famous Christmas tree in Rockefeller Center. Leading up to Christmas our windows are filled with Chanel, Gucci, D&G, Versaci, etc. And at Christmas we launch campaigns to mail out our take on top designers’ clothes, do trunk shows with our clients, and generate interest in fashion. This is all capped off with Christmas, where we lure the common and uncommon to our store to awe at the designs.
How does marketing get this done? It’s through the creative side of the house (not my thing) which puts together our “creative”. But on a tactical side they need to understand who to mail this stuff to and who to do the shows with – the fashion “influentials” that drive our image home. That’s what I’m in charge of.
So I’ve been working with the marketing department to statistically understand who is driving those sales and styles and who will best respond to these campaigns. For the last few years we’ve been doing a lot around a number of campaigns that revolve around snowflakes. And if you don’t already know this has been made famous, with those that have never put their foot into our stores, with our public displays during the Christmas season: When it’s not Christmas they will remember this store and check-in with us on the designs we think are hot.
So, despite the humidity and heat, I’ve been working on Fall, and, in particular, Christmas marketing campaigns (I can’t wait ‘till it’s over).
Check out our snowflake campaign.
Publicity is what gets this done. We complete with other New York fashion houses (Barneys, Bergdorf, etc - believe it or not, Bloomingdale's is considered low-brow to us) but with an advantage: Our store sits right across from the world’s most famous Christmas tree in Rockefeller Center. Leading up to Christmas our windows are filled with Chanel, Gucci, D&G, Versaci, etc. And at Christmas we launch campaigns to mail out our take on top designers’ clothes, do trunk shows with our clients, and generate interest in fashion. This is all capped off with Christmas, where we lure the common and uncommon to our store to awe at the designs.
How does marketing get this done? It’s through the creative side of the house (not my thing) which puts together our “creative”. But on a tactical side they need to understand who to mail this stuff to and who to do the shows with – the fashion “influentials” that drive our image home. That’s what I’m in charge of.
So I’ve been working with the marketing department to statistically understand who is driving those sales and styles and who will best respond to these campaigns. For the last few years we’ve been doing a lot around a number of campaigns that revolve around snowflakes. And if you don’t already know this has been made famous, with those that have never put their foot into our stores, with our public displays during the Christmas season: When it’s not Christmas they will remember this store and check-in with us on the designs we think are hot.
So, despite the humidity and heat, I’ve been working on Fall, and, in particular, Christmas marketing campaigns (I can’t wait ‘till it’s over).
Check out our snowflake campaign.
# posted by otas : 8:38 PM
