USA-DIGITAL MARKETING STRATEGIES FOR FASHION - Italian Trade Agency - New York
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USA- DIGITAL MARKETING
STRATEGIES FOR FASHION
Italian Trade Agency - New York
JUNE 2020
1
Contents
An Overview 4
The 2022 Opportunity 11
Engagement Opportunities 15
Consumer Insights to Drive Approach 18
Digital Marketing and Communications 22
Channels Innovative Retail Trends to Watch 25
Options for Remote Work and Collaboration 32
Fashion Sources in NYC 37
Research Matrix 38
2
A Guide to Help Businesses Adapt their Digital
Marketing Strategies and Prepare for What’s Next
“Digital Marketing” is an umbrella term for all of your online marketing strategies,
and it’s almost impossible to separate digital from the traditional marketing as a
whole and the marketing landscape continues to evolve faster than we could have
ever imagined” - SmartInsights, 2020.
The coronavirus pandemic is shaping up It’s often the case in human affairs that
to be the biggest global driver of change the greatest lessons emerge from the
seen in most people’s lifetime and it is most devastating times of crises.
already forging new consumer attitudes.
Companies that were digitally and
analytically mature outperformed
competitors that hadn’t built robust McKinsey & Company, 2020
digital and analytics capabilities.
Entire industries are having to adapt to a
new reality that demands flexibility,
resilience and, above all, creativity.
3
According to TotalRetail, by 2021 early
adopter brands which redesign their
An Overview websites to support visual and
voice search will increase digital
commerce revenue by 30 percent.
Retailers that take action and invest in
visual search, like the 15 percent of
Data will change the respondents who said they will be
way companies investing in the channel in the next 12
months, stand the best chance to capture
merchandise a piece of a market that’s forecast to grow
to nearly $26 billion in 2020.
Considering that e-commerce sales in
Retailers that rely on unsophisticated the U.S. are forecast to grow to nearly
spreadsheets or rudimentary $420 billion in 2020, retailers are
analytics tools and input their data trying to increase their share of that
manually were more likely than total.
average to struggle with inventory
optimization. TotalRetail, 2020
The data serves as a road map for retailers and brands, identifying the technologies their
competitors are currently investing in, as well as what they’re targeting for future spend.
Digital metrics are ideal for tracking data from multiple channels such as your company
website, Facebook, Twitter, mobile website, mobile ads, YouTube channel, Tumblr, email
marketing. To achieve success in digital marketing takes time; as British digital marketing
company Evergreen’s blog points out, digital marketing is a marathon, not a sprint. But
when an Internet marketing campaign is properly planned, executed and tracked, business
success is much easier for you to achieve.
“Marketing leaders look to data and analytics teams to offer insight into current trends and
uncertainties to avoid errors in decision making and help chart a clear way forward.”
Lizzy Foo Kune, Senior Director Analyst, Gartner for Marketers.
4
US Current Market
• Spend in fashion and luxury has • While sales had a slight uptick in
declined 45% to 60%, with March — in places like California,
consumers shifting away from Florida and Texas — they were
accessories and formalwear to mostly flat or down in the rest of
more need-based and daily used the U.S. and Europe during the
categories such as beauty, month
children’s clothing, and home
wear. • A significant portion of consumers
(11% to 34% depending on
• Post-lockdown, expect beauty, country) say they will be reluctant
casual and footwear categories to to shop at physical stores, even
be less impacted than handbags, post lockdown, on account of
accessories, formalwear, jewelry avoiding virus exposure but also in
and luxury apparel. an effort to spend less.
Boston Consulting Group, 2020
• To bring consumers back to stores, brands need to enforce strict safety and hygiene
protocols.
• Expectations are growing with respect to promotions post-lockdown; brands need
to plan promotions carefully and be mindful to not engage in a race to the bottom.
• Designers and retailers of all types — online, off-line and experiential — bounce back
with even more creativity and agility than before.
McKinsey & Company, 2020
As companies assess what life after COVID-19 will look like, they need to distinguish
new consumer habits that have staying power from short-term expedients
(BCG, 2020).
5
Boston Consulting Group surveyed 6000 consumers across countries (US, China,
Germany, UK, Italy) to understand their shopping patterns and perspectives.
Highlights of what they are seeing:
Online purchasing in the fashion goods area has been up for categories such as beauty
and shoes while apparel has remained flat.
Source: BCG Consumer Sentiment Snapshot, 2020
6
Steps to shift digital marketing strategies to meet
customer needs
According to McKinsey & Company the best brands are maintaining customer relationships
even while stores are closed. Their report shows that consumers are spending more time
online during the crisis.
Source: McKinsey & Company report, 2020
7
In April, traffic to the top 100 fashion brands’ owned websites rose by 45 percent in Europe.
The survey at TotalRetail found that consumers were more likely to spend money if they
knew it was going to support a good cause (TotalRetail, 2020).
Where Retailers Are Currently Allocating Technology Budgets
Source: Retail Technology report, 2020
8
According to the report Retailers are looking to optimize the use of inventory—they are
going beyond what and how much, to also consider where to place the inventory and where
to fulfill online orders from. In addition to marketing, retailers are looking to bolster their
supply chain performance with the help of increased technology investments. furthermore,
optimizing speed of delivery to better compete in a world of one- and same -day delivery is
top of mind for many retailers.
Retailers Not Yet Opening Their Wallets for Emerging Technology
Source: Retail Technology report, 2020
9
Four tools to identify real-time insights and trends
that are relevant to your business
These agencies use different data sets to evaluate the potential success of new
merchandise. They also help leverage data to identify successful pricing models and
timelines to help brands make decisions about when to adjust pricing to meet
demand.
Contentsquare To provide the variation in demand caused by the
understanding during this dynamic time, worldwide pandemic. They are live
they are closely monitoring the impact of tracking the most heavily affected
coronavirus on digital consumer countries for key metrics like newness,
behavior. discounting and the top-performing
categories.
Trendalitics They explore the different
ways retail companies are responding,
what the quarantined consumer is
searching for, and key category shifts you
should be aware of. This dashboard is
based on latest shifts in search & e-
commerce data.
Stylesage Covid-19 Dashboard This
interactive dashboard gives you insight
into the trends shaping retailers’
responses to COVID-19. You can
understand how much is on discount,
which product categories are selling out,
and even what people are searching by
category, country, and timeframe
The Edited Covid-19 Dashboard Retail
Dashboard tracks key metrics that
highlight the retail industry’s response to
10The 2022 opportunity
Put Digital at the Center of Your Operating Model
Establish or improve your digital-marketing “war room” and increase its visibility in the
organization—for instance, by establishing a C-level digital performance dashboard that
provides a cross channel view of e-commerce, customer relationship management, and
social media, thus enabling rapid identification of opportunities for efficiency optimization
or growth.
eMarketer, 2020
• Increase Online Sales
• Invest in marketing/advertising
• Reconstruct website
• Boost engagement
• Start by allocating a greater share of investment to the online channel.
• Explore new ways of partnering with established e-retailers.
• Step up your personalization efforts in digital marketing.
• In anticipation of a shift toward online sales, allocate more of your marketing budget to
digital channels.
11WAYS to ENGAGE
On-demand evolution
Retailers that provide a platform for
group ordering and delivery will
resonate, as will brands that focus on
hyper-local last-mile deliveries.
Unified communications
As unified commerce comes to the
forefront, double down on psychographic
segmentation to ensure that your
communications are streamlined and
consistent.
AR/VR transitions to
convenience
More consumers are using AR to test
products at their own leisure. When it
comes to these technologies, think less
marketing hype and more in-home try-
on.
Simplicity matters
Consumers are increasingly The power (and savings)
overwhelmed. Create an in-store and
online environment that declutters the
of the pack
There is a renewed interest in group
shopping experience, and sales will
deals and bundle buys, both online and
follow.
in-store. Focus on regional engagement
and discount pricing to determine the
Living in livestream best ROI.
Conversational commerce is here to stay.
Innovative companies are investing in
creating branded livestream shopping McKinsey & Company, 2020.
events to drive sales and social ROI.
12EXPERIENTIAL SHOPPING ONLINE:
As peer-to-peer commerce continues to gain market share from direct-to-consumer
commerce, companies can align with this cohort by actioning their archives and
opening dedicated stores and web shops stocked with past collections. The benefit of
this strategy is twofold: It drives footfall to local shops, and feeds consumer remand
for exclusive product in a sustainable way.
Cases of successful Strategies:
RALPH LAUREN WITH DEPOP the main range. For luxury brands, this is
In 2019, Ralph Lauren partnered with an opportunity to highlight and profit
Depop to sell a limited line of 1990s from leftover fabric and/or deadstock
archive pieces. The Re/Sourced collection fabrics instead of making them redundant,
included more than 150 pieces sourced
via Depop sellers. The partnership
featured a strategic call to action, with
key items from the range at a pop-up RERE
space in Ralph Lauren’s London flagship For some brands starting out, they are
store. In-store footfall and online sales actioning other companies’ archived
went up. deadstock to bring new garments to life.
Based in Jakarta, Rere’s apparel line takes
Sézane on a circular economic approach,
French womenswear label Sezane “rescuing fabrics instead of making them
opened its archive collection in 2019 redundant, we at the same time are
with a dedicated online store. Giving providing the opportunity for multiple
customers the chance to discover pieces factories to contribute to the welfare of
they might have missed out on in ‘recycling’ at a comparative advantage”.
previous seasons, the site also sells The factories make money from the sold
restocks and exclusive pieces made from fabric, which helps create jobs, and the
leftover materials at the end of each staff at Rere sell the new clothes via their
season – all at a lower price point than online shop and Instagram.
McKinsey & Company, 2020
Additionally, this strategy is an opportunity to highlight and drive conversions from
leftover deadstock and fabric – a challenge that is top of mind for many retailers in the
era of Covid-19.
13AUGMENTED & VIRTUAL REALITY
AR/VR enables New Optimists (Gen Z to Boomers) to test products at their convenience.
This group gravitates towards peer feedback when purchasing, so retailers should
make the experience shareable.
FlipFit a catalogue, virtually try on clothes and
FlipFit enables users to receive a “fitting accessories, and buy them directly from
room in their living room”, get advice the mirror, requiring little to no
from friends, and get paid to give tips interaction with a salesperson.
through the social commerce app. There
is a sustainability element here too, as Amey
the company encourages shoppers to In Brazil, Amey brings a new shopping
only purchase what they will truly wear. experience to physical retail with the
help of technology, AI and customized
Carlings service. Two large screens at the
Similarly, Carlings, the company behind entrance of the store act as a virtual
the world’s first digital-only clothing catalogue, where customers can browse
collection, has launched a T-shirt with a and see all of the clothes available. With
logo that triggers designs to appear via just a few taps, they can select the items
AR filters on Instagram when it is they want to try, and in a few seconds the
detected. items will be in the fitting room. They
then see their name on a screen, where
AliExpress they can request other colors and sizes,
In 2019, AliExpress stores opened in view options to create looks, ask a
Madrid, using smart mirrors to scan salesperson for help and/or purchase
customers’ bodies. Shoppers at the store items.
can browse
McKinsey & Company, 2020
According to US intelligence company Market Research, the self -improvement market
was worth $9.9bn in 2016 and is estimated to grow to $13.2bn by 2022 with 5.6%
average yearly gains. Sales at ‘limited assortment’ stores – a category that includes
Trader Joe’s, Aldi and Lidl – are projected to grow 5.6% annually through 2023,
according to Inmar Analytics, while sales at traditional supermarkets are projected to
increase 0.5% annually (Inmar Intelligence)
14Engagement opportunities
By 2022, retailers and brands that embrace The New Optimists’ giving and gifting
mindset are set to win with this cohort.
Identify social commerce platforms for strategic partnerships that best align with
your product offer.
• Retailers should invest in branded livestream shopping events to drive sales. While
growth in time spent on social media won’t continue past 2020, features such as live
streaming, video chat and gaming will get more attention
• Large brands and retailers need to look to micro fulfilment to stay competitive with
The Settlers, who prefer to only support local shops and retailers. and with 88% of
shoppers willing to pay more for same-day delivery or faster, this is a key priority.
eMarketer, 2020
15TODAY, THE MAJORITY OF AMERICANS HAVE A SOCIAL
PROFILE, AND BRANDS CONTINUE TO HEAVILY INVEST
IN BOTH ORGANIC AND PAID SOCIAL
Digital marketing will play a fundamental role in not only maintaining engagement and
boosting online sales, but also enticing customers to visit stores in those geographic
markets when stores reopen.
Source: Sprout Social Index
1663% OF PRACTITIONERS SAY SOCIAL LISTENING
WILL BECOME MORE IMPORTANT
Private communities like Facebook or LinkedIn groups also offer brands a unique
opportunity to connect directly with their audiences.
Tools within the social space, such as analytics and listening, are also maturing as
marketers find themselves responsible for data analysis. As the role of the marketer
continues to evolve, analytics and listening tools will become must-haves for the data-
driven marketer.
Source: Sprout Social Index
17Consumer insights to drive approach
Understand your consumer groups
The Stabilizers The Settlers
Overwhelmed, yet aware of the pressures This cohort might be migrating out of
they face and how to negate your delivery radius, but that
them, The Stabilizers seek the clarity that doesn’t mean they won’t want the
comes with fewer available products and services that they enjoyed
options. They want what they buy to before. Prepared to hustle, they want to
make them feel good, and expect bring their new surroundings up to
the same from the experience in itself. speed, and they will put back into the
community as they do so.
The New Optimists
The New Optimists can’t be pinned down,
either in terms of age range or
physically. This adventurous cohort isn’t
afraid to stand up for their
beliefs, but they do so by spreading joy,
not negativity. They want to share
and celebrate with their fellow optimists
when it comes to consumption,
with inclusivity and connectivity high on
their list of demands.
WGSN, 2020
18When consumers follow a brand on social, 87% say
they are likely to visit that brand’s website or app.
Social platforms on which consumers follow brands are:
For members of Generation Z, Instagram takes the cake.
Source: eMarketer, May 2020
According to eMarketer, this year, US adult social network users will spend 7 more
minutes per day on social networks than in 2019. Instagram and Snapchat will
benefit the most.
19Understanding 'why' Behind Consumer Action
Source: Sprout Social Index
With retailers adapting to delivery or online models, people are looking for clear,
specific information about WHERE, HOW, and WHEN they can get what they need.
20SOCIAL MARKETERS HAVE A GOOD IDEA WHICH
SOCIAL PLATFORMS TO USE IN ORDER TO
CONNECT WITH THEIR TARGET AUDIENCE
Source: Sprout Social index
21Digital Marketing and communications
Companies that can simultaneously Proactive communication. If you
attend to and rise above the critical and weren’t a big communicator before, you
day-to-day demands of their crisis have to step up and be one now. You
response can gain unique insights to both need to be proactive and make sure your
inform their response and help ensure team and your customers know what’s
that their digital future is more robust happening step by step (SmartInsight,
coming out of COVID-19 than it was 2020).
coming in.
“Branding is ultimately not what you say, but who you choose to be.
Choose wisely”.
Doug Stevens, Retail Industry Futurist
22Prioritize Digital-marketing Levers as Demand
Rebounds
A company today can segment their email list and create 100 different versions of the same
marketing email in order to personalize content, offers, wording, images, and more based
on factors like demographics, buyer’s journey stage, purchasing history, etc. Targeted
emails are far more effective because today’s consumers expect brands to personalize
marketing messages. When you approach your marketing and brand from a digital
perspective, it puts the focus on targeted messages.
WGSN, 2020
• Accelerate investments to enhance your digital presence and shift media
spending to the online channel.
• Reinvent your business model at its core
• Attract and retain top digital talent
After the crisis, financially stable As a fashion industry leader, you need
companies may be able to attract top- a specific set of tools to achieve
notch digital talent, including in-demand operational excellence and offer the
profiles such as digital-marketing real-time insight necessary to make
specialists, data scientists, data intelligent decisions quickly.
engineers, user experience and user-
interface designers, and software and
data architects.
TotalRetail, 2020
23Directly Tie Social Activity to business results and demonstrate the value of social to
all stakeholders, colleagues and clients alike, in a format that everyone can
understand.
Source: eMarketer, 2020
24Channels Innovative Retail Trends to
Watch
Brands have endless creative options to reach their audiences (or new
audiences) more now than ever before.
Private label brands
According to CB Insights, sales of private label products are growing three times faster than
branded products. Private labels can help legacy brands stay relevant in a landscape where
shoppers care more about quality and affordability than a brand name.
Social Shopping
Retailers can take advantage of the rise in social shopping by partnering with social media
influencers and dedicating time and resources to building out shoppable social profiles,
especially on Instagram and Pinterest.
The evolution of Google Shopping (new features and more!)
"Top Performer: Stock Market Google Shopping is a shopping service that allows consumers
to browse, compare and purchase physical products across different retailers without
having to visit each individual brand’s website. 2020"
Personalization is the future of Email Marketing (for retail brands)
The value of personalization is well documented by this point, and research shows that
marketers who use advanced personalization tactics have significantly greater email
revenue than those that don’t.
Ethical and value-based brands
According to Forrester, shoppers are increasingly evaluating products and brands based on
a company’s ethics and values. Consumers are becoming more and more conscious of the
ethos behind the businesses they buy from.
WGSN, 2020
according to research done by McKinsey, Customers are using up to 12 channels and
devices when shopping for an item before clicking “Add to cart”.
25Virtual showrooms
Retailers can bring the consumer into the store Virtually
Virtual showrooms and digital prototyping and sampling will be valuable in
maintaining strong relationships with buyers, even during times when travel
restrictions are in place.
Some brands will emerge from the crisis stronger, while others will struggle to
preserve the integrity of their business.
Source: McKinsey & Company, 2020
Virtual Catwalks
COVID-19 is forcing brands to engage and The Fabricant, a fashion house that only
experiment with immersive technologies produces digital clothing
brands are already looking for radical
ways of redefining their culture and LEELA The Fabricant’s new platform,
operations to a more digital mindset Soorty Enterprises denim manufacturer
(Forbes, 2020).
Napapijri, The Fabricant created digital
clothing samples in place of physical
ones.
Cat Taylor on swapping textiles for 3D
fashion design
26Voice Search: Why Your Brand Should Have it
Voice Technology Is on the Rise and Will Continue to Grow (Snap
Retail, 2020).
One of the biggest developments As voice technology continues to grow
impacting the world of digital and become more popular among
marketing today is the widespread consumers, it will become increasingly
adoption of voice important for businesses of all shapes
search technology. According to Forbes and sizes to include a voice search
purchases made through voice search strategy in their overall digital marketing
devices will rise to $40 billion by plan (Forbes, 2018).
2022, with shopping through these
devices becoming more integrated and
commonplace every day
• Voice search makes online shopping stress-free and more personalized
• It saves time
• It encourages repeat customers
• It makes reviews more meaningful and leaving them easier
Voice search is undoubtedly changing the Voice-activated shopping is expected to
future of shopping and creating many grow from $2B to $40B in the US
opportunities for online retailers. Retail alone. In the USA, 36% of people with
businesses that need to rank better on voice-activated devices use them
local voice search must adopt localization regularly to make a purchase.
strategies. Such businesses must
(Jetson, 2020)
seek professional translation
services to help them strengthen their
digital presence.
27Video Marketing In 2020
If you're looking to engage your audience, video is now key. And for businesses in particular,
it can be a powerful medium for your brand messaging. Video is the most engaging content
type, across all social media platforms - and even more so now, amid the COVID-19
lockdowns. The industry study reveals key marketing trends taking place across sectors,
including a decrease in search demand, an increase in demand for video content and an
increase in time spent on social media.
According to Forbes, Video has become the most effective form of marketing. Consumers
love watching videos. Now, more than 250 million hours of videos are watched each day on
YouTube, and it has become the new format of choice for younger Americans (Forbes, 2020)
• 73% of adults in the U.S. use YouTube — (from Pew Research). For
reference, that’s more than Facebook video and Instagram.
• Most 15-25 year-olds in the U.S. use it.
Source: SocialMediaToday, 2020
28Growing Your Logistics Business Online
Globally, new studies project that
ecommerce businesses should
anticipate a 265% growth rate in the
coming years – from $1.3 trillion in
2014 to $4.9 trillion in 2021.
In the United States alone, ecommerce
grew 14.2% in 2018, reaching $517.36
billion—making the U.S. the third
largest and most advanced ecommerce
marketplace in the world.
eMarketer, 2020
Average ecommerce shoppers now expect the following:
• Total, real-time visibility of available inventory 24/7
• Nearly unlimited product choices
• Free two-day shipping guaranteed almost anywhere in the U.S.
• Additional shipping options such as same-day—or within hours
• Options to have products delivered or available for in-store pickup
• 100% accurate, fast, and perfectly branded fulfillment of orders
• Real-time visibility into product tracking and delivery
• The ability to change the final destination of a product in mid-delivery
• Easy to follow and 100% hassle-free returns of products
29The Digital Opportunity for 3PL Logistics
Operations
A lesser known tool to those outside of The demand for premium delivery
the digital marketing world is Marketing services is booming – but so are the
Automation, software that automates expectations around it. Amazon and
marketing actions. These tools automate other eCommerce giants know the
repetitive tasks such as emails, social location of each piece of inventory item is
media, and other website actions. While and exactly where every order is across
the tools can be an investment up front, every delivery flow, giving them the
they give back valuable time to your necessary data and insights on their
marketing and sales team. supply chain . As a result, end-consumers
now expect faster, less expensive
deliveries (3PL Central, 2020)
3PLs who want to remain competitive must transform their warehouses into highly
automated and completely “paperless” operations sooner rather than later.
Source: 3PL Central report, 2020
With tapping into the 3PL business can gain the advantages of cost saving and flexibility in
all aspects of fulfillment operations.
30One of the biggest deciding factors for warehouse and e-commerce
fulfilment operations for businesses often has to do with their inventory
storage capacity.
In changing the way business is done, it’s changing the way many 3PLs’ products look and
are delivered. The 3PL market is competitive. Those 3PLs who dive into digital with a
customer-centric mindset will stand apart from the crowd.
Source: 3PL Central report, 2020
31Options for remote work and
collaboration:
Get creative with influencer marketing
1.Viral Nation – Influencer Marketing Agency
Viral Nation is a global influencer marketing and talent agency, representing social media
influencers on the most visual social media channels of Instagram, Vine, YouTube, and
Snapchat. They focus on both halves of influencer marketing, acting both as an agency for
companies wanting to engage in influencer marketing, as well as representing the
influencers themselves. They claim to have the largest exclusive talent network in the
industry.
2. Kairos Media Kairos Media is a full-service digital communications agency with content
creation, influencer strategy, and media buying at the heart of what they do. They started
from a university dorm and garden shed in June of 2015. They now have long-term
relationships with over 14,000 influencers from the gaming, fashion & beauty, lifestyle,
travel, fitness, parenting and eSports industries as well as experience partnering with some
of the biggest brands in the world. Kairos Media has offices in London, England, and Los
Angeles, California, USA.
3. Obviously – Influencer Marketing for the iconic brands
Obviously is a global leader in influencer marketing. They are a full-service agency that
offers the full gamut of influencer marketing services across virtually every social channel
available, including, obviously Instagram.
4. Mediakix Mediakix describes itself as working with top YouTubers, Instagrammers, and
social influencers. They work with channels in the fashion, home, design, lifestyle, men’s,
travel, photography and tech niches. They are influencer marketing specialists.
325. Influencer Marketing Agency (IMA) As IMA’s full name suggests, the firm specializes in
assisting brands to tell their story with the help of influencers. It is a full-service digital
agency, with Instagram being one of the platforms they use to get their clients’ messages
across.Unlike many of the other agencies here, IMA is European-based, and its list of clients
reflect this. These include L’Oréal, Farfetch, Diesel, and Unilever. However, they also have
well-known American brands, such as Calvin Klein and DKNY on their books.
6. Infinite – Texas Based full-service agency
Infinite agency, covering the full gameouut of advertising media, even “old” media such as
tv and radio. So why have we included them in a round-up on Instagram? They have moved
with the times, calling themselves “digital trailblazers” and they realize that social media
marketing is a vital part of the marketing process for many brands.
7. 6 Degrees – Influencer Marketing Agency
6 Degrees is a boutique influencer marketing agency. They’re based in Copenhagen,
Denmark and have satellite offices in London and New York. They leverage the world’s most
effective and authentic social influencers.
8. Audiencly Audiencly connects brands with influencers in every industry. They work with
both sides of the influencer equation, both brands, and influencers. They provide a variety
of advertising services for companies: influencer marketing, campaign planning, lead
generation, product integration, and both offline and online events. For influencers, they are
involved with sponsoring, channel management, creative studio, event management, and
merchandise and products.
9. Carusele Carusele proudly displays that they have received over 40 awards for their
client work. They provide real-time optimized influencer marketing campaigns for
consumer brands and retailers.
10. The Outloud Group The Outloud Group partners with brands and influencers to deliver
highly effective and authentic marketing campaigns. They consider they live and breathe
digital media but are grounded in old-fashioned relationships.
33Who to follow: thought leaders covering the
current state of retail
Steven Dennis (@StevenPDennis) is a consultant, keynote speaker, and senior contributor
at Forbes focused on retail growth and innovation. As a former VP at Sears/Neiman Marcus,
he has a unique perspective to contribute.
Lauren Thomas (@laurenthomas) is a reporter for CNBC covering retail and retail real
estate. She has been covering all corners of real estate, from big name brands and big-box
retailers, to malls, to DTC brands.
Achim Berg. Senior Partner at McKinsey & Company; Leader of McKinsey’s global Apparel,
Fashion & Luxury Group.
Pamela N. Danziger is a speaker, author, and market researcher. She is internationally
recognized for her expertise on the world’s most influential consumers: the American
Affluent. As founder of Unity Marketing, she leads with research to provide brands with
actionable insights into the minds of their most profitable customers.
Scott Galloway (@profgalloway) is the founder of L2 and a clinical professor at New York
University’s Stern School of Business, where he teaches brand strategy and digital
marketing. He has a podcast where he interviews thought leaders from various verticals
and fields of studies about how the virus will affect their industry.
Marshal Cohen, chief industry advisor of The NPD Group, Inc., is a nationally known expert
on consumer behavior and the retail industry. He has followed retail trends for more than
thirty years, at NPD and as the head of leading fashion and apparel manufacturers as well
as major retailers.
Antonion Achile is a Senior Partner in the Milan office. He is the global head
of McKinsey’s Luxury sector, and he is part of the leadership team of the Consumer
Packaged Goods and Retail Practices globally. He is also responsible for the consumer and
retail team in the Mediterranean area.
Greg Petro is CEO at the First Insight- the world’s leading platform for empowering
retailers and brands to introduce the right products at the right price
34Influential industry insiders & TOP retail
executives in NYC
The retail media landscape is constantly changing and it’s no longer enough to engage
reporters with a simple email or phone call. If you want to get client on their radar,
consider starting the conversation on social. First step to a mutually-beneficial
relationship.
Jen Mankins, Bird Mankins, a former Steven Alan buyer, sells clothes that even editors are
willing to pay full price for. From Isabel Marant to Whit to Stella McCartney, the owner of
chainlet Bird dresses Brooklyn’s and many of Manhattan’s coolest girls.
Julie Gilhart She may not be Barneys’ fashion director any longer, but her influence from
her focus on sustainable design to her trumpeting of young designers is still felt at retailers
all over the city.
Gary Wassner, Hilldun Wassner is the president of Hilldun, which finances young
designers, offering loans and other forms of credit. Past clients include everyone from Marc
Jacobs to Tommy Hilfiger. Current clients include up-and-coming designers with the
potential to build real businesses.
Erik Nordstrom, co-president of Nordstrom Nordstrom is known for its customer service
and innovation, and, increasingly, for its off-price unit.
VICTOR LUIS, CEO OF TAPESTRY as is has been mostly successful, done with its COACH brand,
the conglomerate has been working to freshen up its KATE SPADE merchandise in an effort
to reduce promotions, attract younger, wealthier customers and earn a place in the top
echelon of fashion.
Thomas Ott helps fill gaps in the retail & fashion space. Whether it is Merchandising, line
development, strategic planning ,or brokering the sale of merchandise. He has extensive
background in luxury, department store, and off price retailing. His career was in Luxury at
Saks Fifth Avenue where he was SVP Men’s , Home, & Concession.
Jenifer Powell – Digital brand management & strategy, Known as “the influencer’s
influencer,” International bloggers such as Chiara Ferragni and Kristina Bazan began
seeking out Powell’s expertise to break into the US landscape.
While not all reporters are open to this kind of interaction, the above reporters
welcome it. If done right, it can be the first step to a mutually-beneficial relationship.
35What can retailers and suppliers learn from Italy?
Be prepared for partnerships
Competition authorities are relaxing measures to enable suppliers and retailers to work
more closely, and retailers are finding service partners to better fulfill the needs of their
communities. Understanding what’s applicable to your brand and finding the right partners,
often by thinking outside the box, is key.
Expect an online boom & consider how the shelf may change
In Italy, smaller brands are already feeling the squeeze as retailers look to multi-national
brands to support inventory. The challenge for suppliers and retailers will be maintaining
inventory levels and ensuring that delivery is sanitary and satisfactory, even after the
COVID-19.
Align with changing online habits
In the near term, whatever the near term is, what will be implications to more shopping
moving online or click and collect? Specifically, think of how case configurations, packaging
materials and packaging sizes could change.
Understand channel differences
For example, discounters are seen as facing huge OOS issues but this is because the stock
big brands. In reality, discounters have very efficient supply chains and given their margin
policies, are able to absorb price uplifts easily.
Kantar, 2020
36FASHION PROGRAMS AFTER ARRIVAL IN NYC
NYC ECONOMIC DEVELOPMENT CORPORATION /FASHION
FASHION & APPAREL LAW BLOG
BUILT IN NYC
COUNCIL OF FASHION DESIGNERS OF AMERICA
HTTP://GARMENTDISTRICT.NYC
AMERICAN WORLD TRADE CHAMBER OF COMMERCE
A-D-O.COM
MANHATTAN CHAMBER OF COMMERCE
NY FASHION TECH LAB
NEW INC
GROUPE
FIT DESIGN ENTREPRENEURS COLLABORATIVE
BROOKLYN SHOE SPACE
ACCESSORIES COUNCIL
37Research Matrix
Reports
BOSTON CONSULTING GROUP
COVID-19: Win the Fight, Win The Future, 2020
BOSTON CONSULTING GROUP
COVID – 19 Consumer Sentiment Snapshot
INMAR ANALITICS
Accelerate The Future of Retail, 2020
KANTAR
Retail Learnings From COVID-19: Outbreak in Italy, 2020
MCKINSEY & COMPANY
Digital Strategy In a Time of Crises, 2020
MCKINSEY & COMPANY
Accelerate Retail Technology Innovation, 2020
SPROUT SOCIAL
The State Of Social Marketing, 2019
STYLESAGE
Merchandising Manual: Your Guide to Successful E-Commerce Fashion
Merchandising, 2020
TOTAL RETAIL
Retail Technology Report: An Analysis OF Trends, Buying Behaviors, And
Future Opportunities, 2020
WGSN (2020)
Future Consumer 2022
3PL CENTRAL
2020 State Of The Third Party Logistics Industry Report
38US Media Publications
EMARKETER, 2020
US Social Media Usage
FORBES, 2020
THE EVOLUTION OF DIGITAL MARKETING TO VIDEO MARKETING
FORBES, 2020
PRADA-BACKED AI STARTUP TO CREATE FIRST LIVE STREAMED 3D
VIRTUAL FASHION SHOW
FORBES, 2020
VIRTUAL CATWALKS AND DIGITAL FASHION: HOW COVID-19 IS
CHANGING THE FASHION INDUSTRY
FORBES, 2018
HOW VOICE SEARCH IS CHANGING SHOPPING
SOCIALMEDIATODAY, 2020
The State Of Video Marketing In 2020 [Infographic]
GARTNER, 2020
Adjust Marketing Analytics to Support a COVID-19 Strategy
JETSON, 2020
How Voice Search Is Transforming the Retail Industry
SMARTINSIGHTS, 2020
10 reasons you need a digital marketing strategy in 2020
3940
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