Fashion and Retail Collaboration Series - Part 1
Generally speaking, especially with “middle Americans,” the fashion scene has been viewed as this “ether,” where trends are dictated to consumers and the aphorism “one day you’re in, and the next day you’re out” reigns true. Consumers now have more of a voice about how designers create their next great line and how retailers buy styles to sell in their stores.
However, engaging with consumers wasn’t always a priority with retailers, and social media use amongst retailers, especially luxe and designer brands, has only slowly been accepted and practiced. In 2009, Forbes.com described exclusivity in the fashion world as a way for the industry to maintain its prestige and importance.
As new tools continue to emerge and retailers find different ways to engage with customers, I want to share marketing initiatives for retailers to better communicate with their customers through a series of “Fashion and Retail Collaboration” blog stories. This series will be co-authored from fashion insiders about their perspectives on the industry, from the marketing aspect to the buying decisions. As you may know, one day a marketing trend could be in, and the next day, it could be out -- it’s up to retailers to evolve to survive.
For the first collaboration series, Louis Monoyudis, CEO of Cut On Your Bias, shares his perspective on gamification:
Having worked as a designer for the past decade at Calvin Klein, John Varvatos and Tommy Hilfiger, I saw firsthand that the apparel industry is ripe for disruption. One area where there is considerable opportunity is adding elements of gamification to help engage consumers in key decisions related to fabric, color and silhouette before items go through production.
Gamification can mean many things, and here I use it to discuss a platform that providing an opportunity to drive engagement and entertainment through socialization and seeing if you can “win.”Continued on the next page