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Loyalty for luxury brands – honestly
If you’re representing a luxury brand there are probably few marketing phrases that make your hair stand on end: Let me begin by suggesting a few of them: Buy One Get One Free Discounts Loyalty At...
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Social Media: What should retailers do with it?
Not social media, again? Are you with me when I say that we spend 25% of our time talking about it but it leads to less than 5% of sales? Many retailers I meet are experiencing just that. They feel a...
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Luxury brands hit the road
I’ve been reading with interest how successful Fiat has been in selling their limited edition 500byGucci model. They have now sold over 3000 cars and sales of their convertible edition are bound to hit...
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The concept of Concept stores
I’ve been doing a fair bit of travelling recently. As I explored each of the cities I visited, it was difficult to ignore just how different each country is in their approach to fashion retail. In...
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Retail recession marketing: what’s working?
Let’s not deny it; 2011 was a tough year for most of us in retail marketing. And this was for good reason. Many of the tried and tested activities that we used to have ready to rollout just didn’t have...
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Turning retail data into insight.
For anyone working in the vibrant world of retail marketing, data is perhaps the dullest topic to read about. It’s just as tough for me to sit down and start writing about it. In fact, if I want to...
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Luxury Retail experiences: My top 10
Last week I was meeting a luxury retailer for the first time and they asked me what my ultimate retail experiences were. We got into a conversation about modern luxury not necessarily equating to spend...
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The Marketing Audit: Mothercare
BACKGROUND “Congratulations Mrs Morris, you’re three month’s pregnant” said the Doctor, and promptly handed us a ‘Pregnancy Information Folder’ from the Bounty Parenting Club. “That’s fantastic news,”,...
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Retailers must have more Klout
Have you come across Klout yet? It’s a free tool that measures and monitors your influence across social media and gives you an indication of how you use the various social media networks. It then...
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Luxury retail: digital marketing trends for 2012
If you’re wondering why you haven’t heard from me, I’ve just got back from a ten-week trip around the globe. And if I’m honest, I would probably describe it as an ‘extended vacation’ as I’ve spent more...
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The agony of fashion
I’ve had this book at home, propping up a TV cabinet on an uneven floor for as long as I can remember. I guess from the illustration on the front (and the title) that it explores the physical pain...
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Abercrombie: what a hole!
If you haven’t heard the story yet, here’s a quick recap… The CEO of Abercrombie and Fitch, Mike Jeffries was quoted back in 2006 in an interview with Salon magazine, ‘In every school there are the...
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Retail advertising on social networks: What are you forgetting?
I’ve just finished a customer acquisition campaign for a retailer and we had a little budget left over, so I decided to have another look at advertising on Facebook. The budget wasn’t huge so we...
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What is fashion CRM?
This week I’m going to answer a question I’m asked almost every week… “what is Fashion CRM?” There are many great definitions of CRM online, perhaps none better than that provided by Wikipedia:...
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