Posted by Isobel Oliphant on July 8, 2014 06:17 PM
For a while, after realizing that they could, most brands loved to talk; to customers, to other brands, to anyone who’d listen, really. Then they figured out how conversation worked, that theirs wasn’t the only voice to be heard and that being a good listener would win a lot more admirers.
What we can assume they heard when they started to listen was, “I can do it alone.”
Back in 2012, Clinique, one of the largest makeup and skincare brands operating in the US, gave itself a mini-makeover, transitioning into what retailers call an “open-sell” environment, a place where shoppers can browse, buy and be in peace—an experience that some might say is the physical manifestation of online shopping with the only difference at checkout, when everything you’ve “added to your basket” must now be piled on the counter and rung up the old-fashioned way: by a human being.
Its "Service how you like it" concept took the brand's products out of the box and put them on display for customers to play and experiment with, either with or without the help of a sales associate. The concept was pioneered by Sephora, which openly displays its products and piles on the free samples. With increased sales and continued market success, Clinique seems to have hit the nail polish on the head.Continue reading...
Posted by Sheila Shayon on February 7, 2014 02:47 PM
Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.
Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.
"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs.
"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...
Posted by Barry Silverstein on November 20, 2013 12:41 PM
Holiday hysteria is officially upon us, and with it brings new attempts by brand marketers to break through the clutter, pitch new products, and attract the gift-buying public. And something intriguing is happening this year: Even online tech brands are reaching out to consumers via more traditional retail channels so they can serve up better customer experiences.
While most consumers may think of Google as the de facto standard search engine, the company is in fact as much into hardware as software; it owns smartphone-maker Motorola and also manufactures its own smartphones, tablets and laptops. These are products people need to see, feel, and play with_and that means the physical items need to be accessible.
Rather than enter the crowded retail store environment and compete for attention, Google's answer is to create its own environment in the form of Winter Wonderlab, not only a play on "Winter Wonderland" but also a unique pop-up store open for the holiday season in six locations: New York City, Paramus, NJ, Washington, DC, Chicago, Los Angeles, and Sacramento. Interestingly, except for the downtown New York location, the others are all located at malls run by Westfield. And no barges are involved in this seasonal experiential branding effort.Continue reading...
Posted by Sheila Shayon on August 25, 2011 09:58 AM
The recently opened BMW Guggenheim Lab gives new meaning to pop-up art, as seen in the above video. Reclaiming a rat-and-rubble infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living.
“When people say we’re taking it to the streets, we literally are. Hopefully this will be a petri dish of ideas for the decision makers of tomorrow,” said Richard Armstrong, director of the Guggenheim Foundation.
BMW unveiled the six-year project with the Guggenheim Museum in May, described as a traveling cultural project for cultivating 21st century design and urban living ideas, while including the public with free programs and spaces. Running through October 16 in NYC, more than 100 events are planned centered on the theme “Confronting Comfort” – how to make urban life more livable.Continue reading...
Posted by Sheila Shayon on August 2, 2011 05:30 PM
The BMW Guggenheim Lab, which opens tomorrow in New York, gives new meaning to pop-up art.
Reclaiming a rat- and rubble-infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living — through October 16th, when the pop-up co-branded installation takes off on a six-year world tour to inspire eight other cities.Continue reading...
Posted by Shirley Brady on August 1, 2011 01:00 PM
Gap is turning to storytelling in its new global campaign, promoting its 1969 premium denim collection with "real people" (to start with, the team behind the collection, at its Los Angeles denim studio) and some other local touches, including tapping into the mobile truck craze and even featuring the studio's resident dog.
The first major campaign by the brand's new CMO, former Ogilvy exec Seth Farbman, the "1969: L.A. and Beyond" campaign aims to tell "the story of its 1969 fall collection from the inside out. Starting with the personalities behind the denim, 1969: L.A. and Beyond gives a transparent look at the designers and how they come together each day to create the latest in denim fits, fabrics and washes. Taking it from the studio to the real world, the campaign also shows how the denim comes to life in various cities by the people who wear it."Continue reading...