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Pop-Up Shops Are Anything But A Temporary Trend

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Pop-Up Shops Are Anything But A Temporary Trend

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Different types of pop ups the effect and how theyre a growing trend that will continue to grow in the retail world.

Pop-in Stores

These are temporary shops in a department store or existing retail chain. Examples are the Facebook shops in select Macy’s stores, and the Birchbox shops in Walgreen’s drugstores.

Experiential pop-ups

These stores are selling experiences, more than merchandise, even though they may have small gift shops attached. Examples include the Candytopia pop-ups and Toys R Us Adventure experiential pop-ups.

Media/Entertainment pop-ups

The report called this one of the strongest new categories of pop-ups. It includes pop-ups tied to television shows such as the Friends pop-ups in Boston and New York, the Parks & Recreation Bar in Chicago, or the Breaking Bad El Camino Café in West Hollywood, California.

Hospitality pop-ups

These are partnerships with brands and hotels and restaurants, such as the Taco Bell hotel – a weekend long takeover of a hotel in Palm Springs, California, or the Footlocker “Rival’s Café” in Los Angeles to celebrate the launch of a new show line.

Event pop-ups

These short-term shops are tied to an event like a record launch or concert appearance, such as the Taylor Swift: The Lover Experience store, which opened for a single weekend in New York, or Ed Sheeran’s short-term pop-ups linked to his Collaboration Project release.

Retail Marketplaces

These are designed to be permanent spaces with a rotating lineup of pop-up brands appearing in the stores. A number of mall owners are launching their own versions of these, or partnering with marketplace operators. Developer Macerich created its own concept, Brandbox, and Unibail Rodamco Westfield last week announced a partnership with Verishop.

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What is the 60-30-10 Rule? It's a classic decor rule that helps create a color palette for a space. It states that 60% of the room should be a dominant color, 30% should be the secondary color or texture and the last 10% should be an accent.

In my pop up store mockup the main back wall will be in the red shade i have used across my project plan, the secondary colours will be a patterned wallpaper to break up the colours and add a slight quirkyness to the store, and then finally navy and  deep blues to showcase Ralph Laurens signature colour, these will include the bar and seating area.

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The colors you choose to represent your brand will affect the perception of your customers and can help drive foot-traffic and sales. Consider the image your brand is trying to portray: Warm colors such as red, orange and yellow offer a friendly and welcoming tone. Black and blue send a more authoritative, sophisticated message.
You’ll want to incorporate the 60-30-10 rule, in which the colors of a room are divided as 60% dominant color, 30% secondary color, and 10% accent color. Share these sketches with friends and take note of their initial emotional reactions.

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The emotional reaction to color can't be undermined when planning a Pop-Up Store. The colors you choose to represent your brand will affect the perception of your customers and can help drive foot-traffic and sales. Consider the image your brand is trying to portray: Warm colors such as red, orange and yellow offer a friendly and welcoming tone. Black and blue send a more authoritative, sophisticated message.

Before you open shop, create a physical or digital sketch of your vision for the space. Utilize the colors that represent your brand and determine if your pop-up layout effectively serves its purpose. You'll want to incorporate the 60-30-10 rule , in which the colors of a room are divided as 60% dominant color, 30% secondary color, and 10% accent color. Share these sketches with friends and take note of their initial emotional reactions.

If you are popping into an existing gallery or boutique, you'll want to distinguish your packaging to stand out among the clutter. Think back to the freezer section of a supermarket, where Kellogg's Eggo waffles stand as a wall of yellow boxes. Pillsbury switched to a strong blue for its frozen breakfast pastries to draw in the eyes of consumers. When your customers are ready to purchase, make sure your bags and boxes incorporate your name, logo, and a consistent color scheme.

Phygital retail is the latest buzzword for the strategies and tactics retailers use to engage with...

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How colors can drive sales at your Pop-Up Store

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The emotional reaction to color can't be undermined when planning a Pop-Up Store. The colors you choose to represent your brand will affect the perception of your customers and can help drive foot-traffic and sales. Consider the image your brand is trying to portray: Warm colors such as red, orange and yellow offer a friendly and welcoming tone.

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Brand Spaces: Branded Architecture and the Future of Retail Design

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Brand Spaces: Branded Architecture and the Future of Retail Design

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To stay relevant in todays demanding society it is not enough to implenment corporoate designs.

R. Klanten says that to keep a brand relevant more and more brands are taking advantage  of spacial brand experiences for communicating their messages effectively on an emotional level.

Originally uniformity was the rule, however today it ranges from lots of different concepts, variations and experiences.

TO stay on track more and more brands are surprising and inspiring their target audience with flagships, pop up stores and events.

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2 years ago Ralph Lauren partnered with selfridges to create an exclusive limited addition collection of up cycles vintage polo items.  Not only was this a sustainable approach the brand also welcomed personalisation with consumers being able to add their own twist by adding patching and stitching to the items.

Unfortunately this was only a limited time offer, however Ralph Lauren could in the future start to upcycle his homeware line and could broadcast this in the pop up stores or flagships to show the brand is ahead and thinking about their eco footprint

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Following on from its "Hi Tech" relaunch, Polo Ralph Lauren has now announced a new capsule of one-of-one upcycled pieces. The collection will be produced from hand-sourced vintage Polo pieces, which will be combined with vintage military styles. All of the pieces are dissected and reassembled by the New York-based design team, before being turned into unique items in a small factory in Brooklyn.

The capsule will consist of six different silhouettes including three shirts - Rugby, Military and Oxford - as well as Bomber and Army jackets and a Military pant. Accompanying the apparel, a bucket hat and messenger bag will also release. Other additional features include exclusive Polo patches and tie fabrics, while all the pieces can be customized with extra patches and pins.

The upcycled collection is available exclusively at a special pop-up in Selfridges, which will run from September 7 until September 21. Visitors to the pop-up will also be able to personalize other Polo pieces with patches.

In other fashion news, take a look at Patta's Fall/Winter 2018 lookbook.

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Polo Ralph Lauren Announces Limited Edition Upcycled Capsule

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Following on from its "Hi Tech" relaunch, Polo Ralph Lauren has now announced a new capsule of one-of-one upcycled pieces. The collection will be produced from hand-sourced vintage Polo pieces, which will be combined with vintage military styles.

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This article looks into how experiential retail is the fiture of stores.
Emphasising on the interactiveness and targeting the consumers senses that are so important when being memorable.

Key things to remember when creating experiential retail:
Interactiveness: All of these retailers ensure that the senses are connected – memories of what we feel, hear, see, smell, and touch, may last a lifetime.

Originality: These ideas were all authentic and natural, making the customer feel as if they entered a different world.

Connectedness: Customers must feel that the experience has been created for them.

Unexpectedness: These unique experiences are critical to ensure your brand is remembered.

Reliability: The experience is executed through tested methods to achieve consistency and excellence

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BIBLIOGRAPHY

-Anita balchandi, A.R (2020). Rebooting Retail ( How technology will shape the future of retail). Uk: [

Accessed 4th Nov]

-Barnett, H. [online] Visit Henley. Available at: https://www.visit-henley.com [Accessed 26 Oct 2020].

-Bloomsberg. (2015). Ralph Lauren: How I Built a Fashion Empire. [online] Available at: https://youtu.be/

WTqYMoz_inU [Accessed 7th Nov. 2020].

-BOF [online] https://www.businessoffashion.com [Accessed 2nd Dec]

-Event Prop Hire. (2018). Giant Christmas Present 3 Set | Event Prop Hire. [online] Available at: https://-

www.eventprophire.com/product/giant-christmas-present-3-set/ [Accessed 26 Nov. 2020].

-Forbes [online] https://www.forbes.com [Accessed 11th Nov].

-Proportion London. (n.d.). Home. [online] Available at: https://www.proportionlondon.com [Accessed 24th

Nov. 2020]

Ralph Lauren. (n.d.). Ralph Lauren® UK Official | Shop Polo & AW20 New Styles. [online] Available at: https://

www.ralphlauren.co.uk. [Accessed 30th Oct. 2020].

-www.dzd.co.uk. (n.d.). Search Results for presents |. [online] Available at:

https://www.dzd.co.uk/search?query=presents [Accessed 26 Nov. 2020].

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Little Green Bags: True Business Sustainability

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Beginning Graphic Design: Branding & Identity

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Role of a VM

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I found this store in Henley the most compelling as the building colour for one ,stood out in a town  that is incredibly busy and competitive then  uses the colour white which is clean and peaceful.

I also found the store made full use of the window size that the store has, including usig windows and the outside of their store.

this was for me the  most aesthetically pleasing as their main focal point in the window display is their brand name. which is a innovative move for a smaller brand to get noticed by the highstreet.
The use of lighting was also asthetically pleasing as the lighting was delicate white gold fairy lights to mtach the introcacy of the rest of the display.

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For my bag designs, i didnt really find this task too challenging. I wanted to create my designs as simple and as on brand  as i could.

Ralph Laurens Packagaing is very simplistic, signature navy blue and the logo placed in the middle.

I wanted my packaging to replica this but slightly differ, so i decided to encorporate an earthy green and a rich christmasy red as my two bag colours and would have the logo be placed in the top center and this would be replicated on both sides on each bag. The only difference to Ralph Laurens and my interpretation is that i added a pair of skis crossing on the side on eahc bag to add a hint of personalization and uniqueness to my specific store.

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Part of my email critique was to add some CTAS, the below video is an informative piece that explains how exactly CTAS work and effective ways to do so, this was helpful when going back to edit my email for my popupstore and getting my consumer to interact with my email.

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What is a CTA? Advertising and Marketing CTAs Explained For Beginners

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This website gives brief explanation to a successful packaging and bagging. Along with dimensions and sustainable practises

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When is a carrier bag not just a bag? When it's not only designed to be sturdy enough to carry merchandise but also designed to make an unforgettable statement. The Paper Carrier Bag Guide helps you decide which kind of bag best carries your product while effectively promoting your unique brand. Today's consumers are visual creatures motivated by functionality and good looks. You can't afford to miss an opportunity to promote your brand and use paper carrier bags that convey a specific image to existing and potential customers.

Designed to Your Unique Specifications

Your product is important and so is your bag. Make it remarkable with a colour palette, size, paper and imprint that are uniquely you. When it comes to designing a custom paper carrier bag, keep several considerations in mind: type of paper, size, appearance, construction, closures, paper and colour.

Pick a Paper with Personality

Your paper carrier bag should reflect your company's distinctly different personality. From hand-finished embossed or speciality papers to high gloss varnished stock and lower-cost Kraft paper, a well-designed carrier bag is your best sales representative. Decades ago, bags were manufactured more for utilitarian purposes than as a tool for making a marketing impact. Great looking paper carrier bags get used over and over and get noticed by potential consumers.

Choose Several Sizes

Be sure to order several sizes for different product types. You will want to order paper carrier bags in a variety of sizes to accommodate your product line. Standard sizes are from 5.5×3.25×13.5 and 6x12x16 for small to medium products to the mammoth 20x5x13.5 for bagging apparel.

Try an Eco-Friendly Economical Kraft Paper Carrier Bag

Business on a budget? Before you invest in luxury custom bags, why not test your brand and market with Kraft paper carrier bags? Machine made self-opening satchel (SOS) bags are durable, cost-effective and an attractive option for promoting sales or brand marketing. As an alternative to plastic, Kraft paper bags won't harm the environment and can be recycled. Imprint your bags with vegetable inks on sustainable papers for a consumer-safe product that is 100% recyclable.

Businesses That Benefit from Low Cost Paper

Generally speaking, cash-and-carry enterprises like grocery stores, fast food restaurants, neighbourhood pharmacists, or automotive parts suppliers benefit from using machine made SOS bags because of their low cost and high volume usage. Budget conscious burger-meisters might opt for white paper carrier bags emblazoned with a one- or two-color logo. Less expensive bags are generally used to package merchandise or consumables that are not reused. While you'll get your Brand noticed, disposal economy bags are great for holding products for a short time. The star of the customer experience is the product while the low-cost paper carrier bag takes a supporting role.

Hand Crafted Luxury Bags Make a Distinctive Statement

Luxury retailers generally use, high gloss heavy weight papers and art boards that appeal to consumers who are brand conscious. Bespoke embossing offers retailers the opportunity to promote their signature brand on every bag. Bespoke luxury carrier bags are likely to be used again and again or recycled for other uses.

Screen Printed Bags Make an Indelible Impression

The possibilities are endless for imprinted paper carrier bags! Why not try a two-colour animal print-big, bold and fierce? Or embellish your custom bag with a four-colour process picture of your store's facade? Our designers can combine thousands of images, patterns, and Pantone colours for a custom carrier bag that will get your brand noticed.

From boutique, corporate to trendy and fashion forward, choose your luxury paper carrier bags in several finishes: matt, glossy or satin laminate, spot or full ultraviolet (UV) coated, blind embossing or debossing, or hot-foil stamped with your signature brand.

Luxury Designed with You in Mind

Of course, custom luxury bags project an elegant, stately and stylish image, choose a carrier bag that incorporates one or two luxury finishes. Imagine a white bridal store bag embossed with a lace imprint and a silk ribbon closure? Or a seafoam green UV coated carrier imprinted with a silver metallic medallion for a day spa? Elegant menswear carrier bags take a more straightforward marketing approach with gloss finish in jet black with a silver embossed pinstripe.

Customers Need Closures: Make Sure They Function Perfectly

Your customers need closure and that means choosing just the right handles that not only complete the look of your bag, but are also easy to use and comfortable to carry. Choose from a broad selection of twills, cords, and ribbons-all beautifully designed to make carrying your machine made or luxury paper carrier bag a great shopping experience. Consumers don't want to deal with carrier bags that break unexpectedly or have straps that cut through their hands. Durable yet comfortable closures ensure that bags will stay intact and your customer's hands won't weary of carrying your store bags through busy shopping malls.

Make sure to choose closures that complement your bag design, function well, and provide long lasting efficient performance. Twisted cords evoke a nautical feel, while fabric or grosgrain ribbon closures are perfect for packaging outerwear, intimate apparel, children's wear or hats. Stuffed cotton handles can be dyed to coordinate with coloured papers and finishes or choose closures in smooth satin or grosgrain ribbon for an elegant, luxurious touch.

Success is in the Bag!

Every successful business needs a good looking paper carrier bag that puts their brand ahead of the competition. Using the Paper Carrier Bag Guide will help you make the best decision for your company's signature shopping bag. Working with design professionals who understand your unique brand and marketing goals helps make the process of creating paper carrier bags a breeze. With thousands of paper and colour palette options, custom finishes and closures, your bag can make an indelible impression on the most discriminating customer.

packaging samples
If you have a retail packaging project you would like to discuss, give us a call, we are always happy to help! 0116 289 0900 or email info@keenpac.co.uk.

independent
You can contact our specialist independent luxury paper bag division : 0844 826 1737 or email independent@keenpac.co.uk

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Retail Packaging - The Paper Carrier Bag Guide

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When is a carrier bag not just a bag? When it's not only designed to be sturdy enough to carry merchandise but also designed to make an unforgettable statement. The Paper Carrier Bag Guide helps you decide which kind of bag best carries your product while effectively promoting your unique brand.

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Regents Park
Regent park seems to have more extravagent window displays, and seems to have, more disposable money to play with, their overall aesthetic is wealthy and colourful and show off more extravagent pieces.

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BoxPark Shoreditch
The overall look for Boxpark is "funky" to fit in with shoreditchs reputation being a spontaneous place. The products sold represent their consumer target market.

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Coals Drop
Coals Drop is much more quirky and has more of a architectual feature, the shopping centre works almost in a one way system created to help customers subconciously browse, the look of the overall stores are familiar as they mostly reminded me of urban outfitters, the price however was more unfamiliar as it was valued a lot higher than you would expect.

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IMAGES BELOW, Show Henley area, old buildings historical pubs etc.

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Video  insight to Henley by Mike Bogatyrev, Highlights the historical buildings in Henley and brief History on the area celebrating the historical values and beauty.
https://www.youtube.com/watch?v=drJ88hvP8pU

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Bloomberg Documentary on Ralph Lauren and how he changed fashion and made a brand that you want to be a part of.

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In this article By Madison Wallace she shows 5 different brands with effective windows.

She explains that in the continue of the competitive market, brands arent just displaying mannequins with clothes anymore. More and more brands are branching out and trying to encorporate a a more "wacky" creative way to get people talking about the displays.

Some innovative examples included: simplism and LED lights

Clarks using a stunning motion window display where the shoes displayed continuosly moved.

Patron and their artistic light display,  placing lights cleverey to overall look like a bottle once in front of the store properly.

In this article it has given me some ideas on what to include in my display, including encorporating lighting somehow to draw the attention of my consumer.

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This microscopic point of view, where plants and other vegetation reign as masters, is like a kind of picture, a flash, a precise instant in nature's unrestrained run.

Woodland Window Display: Hermès

In what can only be described as a paper woodland wonderland, Hermès unveiled 'Forest Folks' window display for their store opening in Dubai. Hermès commissioned French artists-Lucie Thomas and Thibault Zimmermann-who were inspired by nature and traditional folklore to craft the enchanting forest. The windows depict alien botanical life, neon tall mushrooms and little enchanting homes that mimic spaceships.

"Nature is surrounding us and never ceases to evolve since its beginning," explains Lucie. "It defines the world we live in. Nature is linked to every living being, and every living being is linked to it. In this project, spectators have a sneak peek of the curious characters living inside this environment.

"This microscopic point of view, where plants and other vegetation reign as masters, is like a kind of picture, a flash, a precise instant in nature's unrestrained run. Life is everywhere, flowers are growing... Mysterious people are evolving, building, and living right in the heart of the nature, revealing a fragment of their daily life."

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5 Unique Window Displays Designed to Inspire | Best Window Displays

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This microscopic point of view, where plants and other vegetation reign as masters, is like a kind of picture, a flash, a precise instant in nature's unrestrained run. In what can only be described as a paper woodland wonderland, Hermès unveiled 'Forest Folks' window display for their store opening in Dubai.

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When looking into store music played, as i knew i was going to be doing a christams popup i wanted to use the playlist in my store as i wanted to carry on that continuity while still having unique elements to my store.
alike with their normal playlist Ralph Lauren use timeless classics and shy away from modern music. In the playlist below you will find christmas classics that everyone will recognise instantly.

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For the Most part ralph Lauren offers a a series of timed classics, normally with an upbeat, jazz feel to the music it fits alongside Ralph Laurens brand image as Ralph Lauren is all about being timeless.
I believed that the music is used to create an upbeat atmosphere but isn't obnoxiously loud to distract you from the store and the products being sold.

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What Is Brand Imagery?

Brand imagery are the tangible or intangible elements that consumers associate with a brand. It could be a package, an experience, a small, a feeling, a taste, and so on. Brand imagery is visual, auditory, olfactory, or tactile. In other words, it can come from any of the five senses, and can be unique to each consumer.

For example, a consumer might associate a brand with a specific package design like the blue Tiffany’s box or the red McDonald’s french fries container.

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In my new series, Developing Brand Image Through Brand Imagery, you'll learn how brand imagery differs from brand image as well as how to use brand imagery to build an overall brand image. Sound confusing? Don't worry. That's what Part 1 of the series is for. Keep reading to learn the difference between brand image and brand imagery.

Create a new market research study, and get the valuable answers you need. As a market research company, we at AYTM are here to help you quickly and easily test brand ideas for your new company, product, service, or academic project. Learn more

What is Brand Image?

You brand's image is a direct reflection of your brand promise. If you've done a good job of consistently communicating your brand promise through branded experiences, then your brand image grows organically.

For example, Tiffany & Co. consistently offers top quality brand experiences through its products, stores, ads, events, and so on. The Tiffany & Co. brand image of luxury and quality has grown organically from those consistent experiences.

On the flip-side, the McDonald's brand promise is quick and inexpensive food. The McDonald's stores, service, food, commercials, and so on consistently reflect that brand promise. As a result, the image of McDonald's as the fast place to go for affordable food is one that consumers are comfortable with. They know what they're going to get when they visit a McDonald's.

A brand image is an intangible part of a brand that evolves as consumers experience the brand and develop perceptions of that brand and the brand elements that represent the brand, such as the logo, signage, slogan, and so on.

You can learn more about brand image here.

What Is Brand Imagery?

Brand imagery are the tangible or intangible elements that consumers associate with a brand. It could be a package, an experience, a small, a feeling, a taste, and so on. Brand imagery is visual, auditory, olfactory, or tactile. In other words, it can come from any of the five senses, and can be unique to each consumer.

For example, a consumer might associate a brand with a specific package design like the blue Tiffany's box or the red McDonald's french fries container.

The Pepto-Bismol package design is another great example. For many consumers, that pink bottle undoubtedly conjures specific feelings and memories that tie directly to the brand image and promise. The same could be said of the distinct styling of Harley Davidson motorcycles. Similarly, for many older consumers, the unique design of the Volkswagen Beetle is surely an important piece of brand imagery that reminds them of days gone by.

When I was a child, my family visited Walt Disney World every year for vacation. To this day, I associate a very distinct smell with Walt Disney World. I could be anywhere in the world, but if I smell that scent, I think of Walt Disney World and happy memories. Scent can be a powerful form of brand imagery. Many Starbucks consumers feel a sense of comfort from the distinct smell of a Starbucks cafe.

For some consumers, sounds, jingles, and even in-store announcements might be sources of brand imagery. Even sound bites from commercials could be sources of brand imagery. Remember "Where's the beef?" for Wendy's or "Wassup?" for Budweiser?

Just as it's important to develop an emotional connection to your brand, it's equally important to develop brand imagery that connects consumers with your brand. Think about how you can create brand experiences that highlight brand imagery, because as you'll learn in Part 2 of this series, brand imagery is an important component of brand equity. Stay tuned!
Still confused about how to brand your idea? Create a new market research study right now on our Target Market page to test your concept(s). If you have any questions about how to construct your study, email support@aytm.com or call us at +1 (415) 364-8601 (8am-6pm Pacific Time).

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Developing Brand Image Through Brand Imagery - Part 1

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In my new series, Developing Brand Image Through Brand Imagery, you'll learn how brand imagery differs from brand image as well as how to use brand imagery to build an overall brand image. Sound confusing? Don't worry. That's what Part 1 of the series is for.

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Wordmarks
crisp, clean, simply works/ gets straight to point and can connote heritage roots and brand values.

Pictoral
If done well normally does what wordmarks plainly have laid out
example apple logo is apple brand name.

abstract iconography
more complex, becomes memorable due to products, branding, brand name etc.

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research into the right display, importance of keeping up to date, effective signage, effect of bad signage etc.

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In this youtube video the explanation behind each colour and what emotion is portrayed along with pros and cons.

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Colour, and what it means for your brand. Logo design colours.

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Brands i thought had effective typography

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Ralph Lauren -CHRISTMAK OMNICHANNEL AND personalized jacket. 

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Ralph Lauren -CHRISTMAK OMNICHANNEL AND personalized jacket. 

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This year for 2020 Ralph Lauren has introduced  the "custom packable Jacket" To stay ahead of other brands he has futhered his brand with digital customization.

not only is he taking omnichannelling to the next level he is adding a new element of personalization and encorporating sustainablity this holiday season.
Ralph Lauren has designed a recycled nylon, packable quilted jacket where you can design your own individual elements to create your unique jacket.

BY including this method for their christmas range it creates a memorable experience and drives brand differientation.

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More examples from Ralph Laurens Website where you can custom design more products and chooses from a range of pacthes, prints  and stitches to further the element of personalization and customer experience. (Ralph Lauren.com)

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How colouring can be perceived - semiotics all play part in imagery and typography as bad colouring/ wrong colouring can create an idea or emotion that may not portray the brand in the correct way.

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Pimary research for Ralph Lauren Stores .

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Hollister is a good example  of a store incorporating the five senses. as soon as yo enter the store you get a strong scent of all their signature sprays  and the music playing obnoxiously loud is normally american indie  pop to fit in with their american beach aesthetic.

All the clothes are placed and lit up in areas where the consumers can touch and feel the clothing and the overall aesthetic follows one theme of a beachy vibe.

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In this article it shows that retailers should focus on the five senses in store to create a memorable experience for the store and brand.

Visual
visual sense is by far the one that retailers activate most frequently in terms of design, color, style and lighting. But it may still be used ineffectively if the visual cues and clues in the store are not tuned to the ones that will engage the customers most effectively.

Touch
“endowment effect,” whereby people value things more that they own and touching a product in the store tends to make them feel that sense of ownership.
About 50% of consumers are turned off to online shopping because they cant touch a product

Smell
smell is the only sense that has a direct line to your brain’s limbic system.limbic system deals with long-term memory and emotion. Brands rely on memories associated with an emotion we feel and this is why scent is so significant when you build brand experiences.

Sound
The right music in-store also influences memory, emotion and movement. “One study identified how ‘pulse and tonality’ of music activates wide networks in the brain, including the limbic system tied to memory and emotion.

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Ralph Lauren had to adapt the copy ‘CHRISTMAS EXPERIENCE’ in the English version into several different languages for their christmas campaign, including Turkish.

Ralph Lauren used the word ‘KIŞ’ which means ‘Winter’. This is because Turkey is not a Christian country. Ralph Lauren  translated their email into the relevant language for the country it’s being sent to, and have also made it culturally relevant to the customers receiving it.

Ralph Lauren successfully  Localized their email to the relevant country
‘will they get it’? You need to ask this question no matter what area of marketing you’re in. What should the people in your emails be wearing that’s culturally relevant? What sort of language should you be using? What events should you be promoting? Not only this, but you’ll have to do it all whilst promoting the same product.

https://www.enablermail.com/localisation-in-email-marketing-the-basics/

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only 19.36% of retail emails are ever opened, which is significantly below average when compared to other types of emails that achieve an open rate of 26%.  It is important to localize to make sure that your  brands email is interacted  and appreciated by the consumer bringing in the impulsive buys/ sales etc

MESSAGING:
Build a team of native writers, depending upon the geographies you serve
SUBJECT LINE- KEEP IT SHORT SIMPLE
VISUALS:
An average American customer will be okay looking at bikinis in a newsletter but the same is considered offensive in the Middle-East.Avoid imagery that may instigate a negative or no response from some parts of the world.
COLOURS:
dentify what different colours and imagery mean to a target country and build your visual content around that.
TIMING:
Sending an email with an excellent offer when it is too late for someone to use that offer is never a good idea. That’s what La Tasca, a UK-based Spanish Tapas restaurant, did. They sent an email, offering 40% off all day Sunday, to their subscribers.
The email blast happened on the day of the offer, at 10:39 PM. The delay was due to a technical error but the incident teaches a lesson to companies and marketers - 'time is of the essence.'

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Email localization goes beyond content translation. Here's how you can build customer trust and engagement in countries other than your own, using email localization

Contrary to popular belief, email marketing is not dead. In fact, there are over 280 million emails being sent on a daily basis, meaning emails are an international phenomenon.

Today, most companies have a global database of recipients, which allows them to promote their services to a larger platform, helping to boost their sales.

Unfortunately, only 19.36% of retail emails are ever opened, which is significantly below average when compared to other types of emails that achieve an open rate of 26%.

Why is this?

One possible reason is that retail companies are unable to create a localized experience for their global target audience, which goes beyond merely addressing the recipients by their name.

As only 25% of companies keep in mind the regional preferences of their customers during content creation, there is obviously a need to spread awareness about localization.

Here are a few stats to prove that:

Only 30% of the world's 2.3 billion internet users are native English speakers.

55% of customers prefer to make a buying decision only if the product description is in their native language.

Customers with low English skills are 6X less likely to buy from Anglophonic online sites.

Every $1 invested in localization results in an ROI of $25.

Imagine your Spanish-speaking subscribers ignoring your sales newsletters in English and clicking through the ones in their native language from your competitors. Sounds like a missed opportunity, doesn't it?

To excel in email localization, you should focus on the following four elements.

1. Copy considerations

The first step toward engaging your audience across the globe is to overcome the language barrier. Google Translate is not a solution for that.

Instead, make writing multilingual copy a mandate for your email campaigns. Build a team of native writers, depending upon the geographies you serve, to do that.

There are three things to be considered in a copy:

Messaging

Sephora's welcome newsletter content exemplifies how major copy checks in different languages can make a difference.

The American newsletter keeps it casual by sticking to a brief about what the subscriber can expect in the coming weeks and shares links to their online store and Beauty Insiders club.

The Italian version, on the other hand, has a detailed welcome message, promotes an ongoing offer and shares social media links. You will notice how the majority of the product categories are actually in Italian.

The main aim of the newsletters is to welcome a new subscriber. Both versions do that but with different messaging.

For instance, Western culture encourages being direct in a conversation. In case of a disagreement, everyone's views are clearly communicated and taken into consideration. However, in the African culture, expressing one's opinion to an elder and directly disagreeing is considered to be an act of disrespect.

Subject line

Want to pitch your target audience in their native language? Keep your subject line short and simple. What may occupy 50 characters in English can take up more than 80 characters in a different language.

For example, "Try our new product" in English is four words. In Japanese, the same is "私たちの新しい製品ラインを試してみてください" while in German it is "Probieren Sie unser neues Produkt aus". You need to take this into account and create different subject lines for different languages.

Call-to-Action (CTA)

Just like subject lines, CTAs can also become longer when translated into another language and this can pose a problem from a design perspective. Therefore, use those words that are not only widely accepted in the target country but also fit aesthetically in the email.

2. Website and email aesthetics

To deliver an impactful localized email campaign, focusing on the following elements apart from the text is essential:

Visuals

An average American customer will be okay looking at bikinis in a newsletter but the same is considered offensive in the Middle-East.

Similarly, if your email contains images from a beach and it is targeted for a landlocked country, it won't do justice to your subscriber's imagination.

Therefore, avoid imagery that may instigate a negative or no response from some parts of the world.

Colour palette

Colour is perceived differently across the globe. While white is associated with purity and holy matrimony in the US, it represents death in India. Use colours that appeal culturally to the target country.

McDonald's around the globe uses different color palettes for each country. For example, in India, where red is an auspicious color, their website uses a saturated hue of the colour in the background as compared to other country sites where it is used only as an accent color.

Therefore, identify what different colours and imagery mean to a target country and build your visual content around that.

3. Timing matters

Sending an email with an excellent offer when it is too late for someone to use that offer is never a good idea. That's what La Tasca, a UK-based Spanish Tapas restaurant, did. They sent an email, offering 40% off all day Sunday, to their subscribers.

Unfortunately, the email blast happened on the day of the offer, at 10:39 PM. The delay was due to a technical error but the incident teaches a lesson to companies and marketers - 'time is of the essence.'

When it comes to sending emails abroad, you should factor in seasonality and work schedules for an effective campaign. Imagine sending a winter sale email to your target audience in Australia when they are busy enjoying summer.

Do your research. You don't want to be ridiculed only because your treatment towards Australian and American markets was not different.

4. Selecting a local translator

Finding and working with a local translator can be difficult but the results are definitely worth the effort.

Here's what you need to keep in mind:

Look for the experienced

When hiring translators, look for people with extensive experience in translating content in your industry. If you plan to do email campaigns in Poland, then your translator should be familiar with the Polish language and ITU law.

Ask for their portfolio

Ask for previously translated or sample works and get them cross-checked by a native speaker.

Multiple translators may make it worse

To avoid chaos, work with only one translator to maintain consistency across multiple digital platforms. Too many translators mean too many opinions and that can put you in a state of frenzy.

Sharing a context is always helpful

Giving context about the email campaign to your translator will help them in writing effective copy. Share the email template with the person so they can see how much space they have for adjusting the length of the copy.

Lastly, educate them about the brand guidelines, style of writing, message tonality and more for the faster turnaround of error-free work.

Email campaigns are time-bound and you should make sure your content and localization teams are working in sync to meet deadlines.

Human Translators vs Machine Translators

Context is a crucial part of the translation. Which means that the context should be preserved when the copy is being translated. Additionally, the culture of geographies vary based on the countries being targeted. This means words, dialect, colours, symbols and visuals can all have different meanings in different countries.

Let's compare machine translation and human translators.

While machine translation is cheaper (or free - such as Google Translate) and quicker, it has several disadvantages. Machines cannot translate the sentence structure. They analyze the structure, break down the sentence and translate each word. Then, they compose the sentence in the same syntax. Further, the translation is literal and word-to-word. The translated content thus may not sound natural and could include grammatical errors.

Human translators, on the other hand, have an upper hand over machines due to their ability to process all possible sentence structures and relevant words to reach a particular context. They localize the text based on the regional dialect, culture, grammar and norms.

Machine translation is preferred to translate general meaning content, content for the company's internal purpose and when it is further going to be refined by a human translator.

Human translators are advisable when the content would be received by the consumer audience, including marketing and creative material, as well as for topics like healthcare, medical guidelines, clinical trials, legal and financial documents and product instructions.

Google Translate would help you assess the response from new geography, but when you're launching a brand, hire human translators to localize your content to the native language.

Over to you

The number of non-native English speakers continue to rise. Sadly, 58% of small businesses don't localize their emails for international audiences and instead take the one-size-fits-all approach.

The overall value offering of the product or service can be affected negatively if the messaging doesn't appeal to the target audience. By sending localized emails, you open doors to communicate with people in their own language, which consumers will like and appreciate.

Localization improves customer experience, increases engagement and boosts subscriber loyalty for any brand.

You will be able to grow your business through localized email marketing faster.

Alpi Mantry is the co-founder and COO of Translate by Humans, a professional language service provider that delivers all services by native language experts and never through artificial intelligence. They've handled translation and localization for global brands such as Google, Nike, Vogue, and Deloitte to name some.

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4 essentials of an effective email localization campaign | Smart Insights

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Contrary to popular belief, email marketing is not dead. In fact, there are over 280 million emails being sent on a daily basis, meaning emails are an international phenomenon. Today, most companies have a global database of recipients, which allows them to promote their services to a larger platform, helping to boost their sales.

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digital era has highlighted just how important design is to attract customers in a congested marketplace. This design ethos needs to be continued into the bricks and mortar world of retail.

WHERE?
where customers can see them. if its not clear, can turn away customers due to frustration

BAD SIGNAGE?
it can cost retailers customers. with the constant competitive enviroment it can effect brand identity as well mislead your customers. It is also important to keep your signs updated and be able to change them easily to keep up with competitior promotions etc.

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To create an engaging and attractive retail destination, you need to have good signage and display information in your shop window. It's one of the first things customers are going to see. It holds vital information like opening hours, offers and sales.

How important is it to have the right display information in your shop window?

The digital era has highlighted just how important design is to attract customers in a congested marketplace. This design ethos needs to be continued into the bricks and mortar world of retail.

Creating good signage for your shop window takes time and careful consideration. It needs to be engaging and capture the customer's eye. An effective sign will be informative and explain why they should purchase the selected merchandise. It should also include an important call to action and make them enter the store. Retailers put a lot of effort into their signs but if you don't display information in your shop window correctly no-one is going to see that work.

So, where should display information be placed?

It seems obvious but displays should be placed where customers can see them. How many times have you struggled to see if a shop is open or when it closes or missed a sale because you just didn't see the signs? It's frustrating for customers not to have the correct information right in front of them in the shop window and can put them off entering the store.

Signage should be placed where all customers can see it but without intruding on the interior of the store. Retailers must consider who the message is directed at and check the readability from different distances accordingly. For example, people walking past a store need signage at eye level whereas people on the other side of the road need signage at a high level and in large text.

What makes a good display in retail environments?

For retailers, it is vital that they capture the imagination and the interest of customers. When it comes to designing a sign it must include specific details, for example, if it is a promotion or sale, retailers must include the length of the sale and what items it includes. The signage also needs to be clear and concise; too much information can be as off-putting as too little information. Make sure there is a call to action, the whole point of signage is to make people do something.

Modern display frames, like the DURABLE DURAFRAME® are also available in a double-sided format giving retailers the opportunities to get the message across on both sides of the sign.

What effects does bad signage have on a retailer?

Bad signage in your shop window can cost retailers customers. In this competitive environment, retailers cannot afford to lose anyone. I have seen many examples of bad signage and it is the simple things that people often get wrong. If people put too much information on a sign it can confuse customers rather than helping. It can put them off buying from your store. If customers feel confused or misled they will go away with a bad feeling. It's commonly thought that people with a negative opinion are more likely to repeat this to others than those with a good opinion.

In this digital world, the effect of bad signage can also have a massive effect on your brand's identity. People are keen to show the world examples of bad signage. Before you know it your sign has gone viral and not for the right reasons.

How important is it to keep the information up-to-date?

Retailers need to have the flexibility to change display information in your shop window or store without having to wait for lead times for delivery of new signage. This means it must be quick and simple to change for example DURAFRAME® is a contemporary self-adhering display with a magnetic front which allows for the creation of professional-looking signage and display information in your shop window quickly and easily.

By having easily updateable signage, retailers can take advantage of flash sales and allow them to react to competitors without letting them know.

For small independent retailers, it is also important to build a loyal customer base. By providing them with clear and regularly updated information you can demonstrate you are listening to their needs and this will help you develop on-going relationships.

Can a sign adapt to different trends?

Yes, retailers are now able to adapt and purchase their signage specific to their corporate branding style. This small attention to detail keeps your brand's style consistent, generating a more professional outlook of the store.

As well as abiding by internal company trends, the retail market is constantly evolving and retailers need to adapt quickly to new trends within the wider industry. Different colour signage options are increasingly being selected to customise and professionalise displays at different times throughout the year. For example, grey has been the stylish colour of the moment for most of 2015. Yet bold colours are forecast to feature heavily in 2016

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The Importance of Correct Display Information in Your Shop Window

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To create an engaging and attractive retail destination, you need to have good signage and display information in your shop window. It's one of the first things customers are going to see. It holds vital information like opening hours, offers and sales.

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Ralph Lauren combines 'drop' and digital to catch the streetwear Gen Z buyer

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Ralph Lauren combines 'drop' and digital to catch the streetwear Gen Z buyer

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Ralph Lauren teamed up with UK streetwear label Palace to produce a collaboration collection of clothing.

Rather than putting the collection into all its stores, the outfits were sold only in a select few, but primarily via the Polo mobile app. The result? The Ralph Lauren website struggled under the weight of demand and, more importantly, a 50 year old fashion retailer tapped into a young demographic at a time when many of its counterparts are well into their mid-life crises.

CEO Patrice Louvet says:
75% of the people who purchased it globally were completely new to Ralph Lauren. The collaboration was particularly effective in engaging the Millennial and Gen Z consumers with those purchasing the collection, 10 years younger on average than the typical Polo men consumer.

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Last November, iconic US retailer Ralph Lauren teamed up with UK streetwear label Palace to produce a collaboration collection of clothing. There's nothing particularly remarkable about that, but it's how the resulting clothing got to market that matters.

Rather than putting the collection into all its stores, the outfits were sold only in a select few, but primarily via the Polo mobile app. The result? The Ralph Lauren website struggled under the weight of demand and, more importantly, a 50 year old fashion retailer tapped into a young demographic at a time when many of its counterparts are well into their mid-life crises.

For CEO Patrice Louvet, winning the attention of the Millennial and Gen Z audiences is validation of what he has dubbed the Next Great Chapter initiative, built heavily around digital, mobile and social platforms. The Palace tie-up is a perfect example of the kind of thinking in place, he says:

We approach the collaboration as an opportunity to reach new and younger consumers with a fresh take on product that still remain true to the DNA of the Polo brand. The collaboration generated over 2 billion impressions globally exceeding our expectations. The Palace collection sold out in under an hour online.

We were encouraged that roughly 75% of the people who purchased it globally were completely new to Ralph Lauren. The collaboration was particularly effective in engaging the Millennial and Gen Z consumers with those purchasing the collection, 10 years younger on average than the typical Polo men consumer.

It's coming up to a year now since the 'drop' concept - put limited amounts of stock out via select channels and rely on scarcity to generate hype and demand - was first put into practice. As well as Palace, December saw the launch of the Winter Stadium collection, sold again via the Polo app and in a few flagship stores. Again it was a success, says Louvet:

Winter Stadium generated over 1 billion impressions globally and achieved nearly 100% sell through on our Polo app in the first day. In addition to attracting new consumers to our franchise, we're excited to see new fan base developing for our drops. Over half of the Winter Stadium shoppers were repeat customers who had already purchased from at least one of our limited editions previously.

It's clear that the early successes mean that there will be more of this to come, although Louvet acknowledges that it's a trick that needs to be managed carefully if it's not to lose its essential novelty value:

We're very careful not to overdo it, because otherwise these things will run out of steam. We've been very intentional on how we play it. But if you look at the results we've got behind Palace, 75% of the consumers who bought Palace were new to the Ralph Lauren brand. On average consumers who bought Palace were 10 years younger than the average consumer for Ralph Lauren. We're also seeing that on Winter Stadium and others.

Social commerce

And of course, that's the Holy Grail of most fashion houses in 2019, particularly one whose brand has been more preppy than 'street'. In pursuit of that brand extension, there's a focus on 'youth channels to market', primarily mobile apps and so-called social commerce. On mobile, Louvet says:

We launched our mobile app little less than two quarters ago. Half of the consumers coming through the app are actually Gen Z or Millennials. We are seeing very strong engagement rates. We are seeing fantastic sell-through of our special editions there...that's an important asset that we have in our digital commerce toolbox that is just at the very early stages.

Social commerce is another area attracting investment. Again this isn't a concept unique to Ralph Lauren - Debenhams CEO Sergio Bucher has been banging the drum for social shopping for some time. The difference is that Ralph Lauren appears to be executing on it more effectively. Louvet explains:

The ability to shop through WeChat, the ability to shop through Instagram and so on and so forth, which today is still relatively small if you look at total picture, but we expect that to accelerate significantly because the consumer benefit. The ease-of-use there is just very compelling for our consumer target.

The social commerce push is matched by an increase in marketing on social and digital platforms, with the intent of spending 5% of total sales - or around $300 million a year - to deliver results. Ralph Lauren today as 9.8 million followers on Instagram, but that's a number that can grow significantly.

To help achieve this, Ralph Lauren has been collaborating with celebrities to attract attention. For those who follow the celebrity lifestyle press and saw pictures of the marriage of actress Priyanka Chopra to music superstar Nick Jonas in India in December, that was a Ralph Lauren-dressed wedding that went viral on social media around the world. Elsewhere there have been tie-ups with the likes of Nicole Kidman, Hugh Jackman, Alex Rodriguez, Chris Pine and Lady Gaga among others.

Louvet cites the example of the relaunch of the Romance fragrance and the use of model Taylor Hill as the face of the campaign, complete with her social media following of more then 12 million fans:

[She] really appeals to the younger population incredibly effectively. That's just an illustration of how we're thinking about building this mosaic of influencers that can represent all the dimensions of the brand and also connect nicely in the local markets with the target audience that we're going after...About one third of the consumers who shop product highlighted in our holiday camping were new to Ralph Lauren and a meaningful portion of these new consumers were under the age of 35.

All told, if everything goes to plan, Ralph Lauren is looking to get its digital commerce contribution up to $0.5 billion by the end of the five year Next Great Chapter period. In its most recent quarter, digital revenue worldwide up was 20% year-on-year, 21% in the US. That's ahead of plan, according to Louvet, helped by completion of a transition to a new web platform in the US and Europe:

This is really allowing us to provide better storytelling, better brand building, combined with better functionality and consumer experience and we seen that play out in the result. The second part is the consumer experience on our site. We know we have a lot of opportunity to strengthen it.

There's been good progress on functionality over the past quarter ranging from free shipping progress bar to monogramming services to a dedicated Polo shirt shopping experience. And then [we've rolled out] some of the technical elements of faster downloads of our pages, quicker delivery to consumers homes and so on. We're going to continue raise the bar on consumer experience and functionality.

My take

It's good to be able to check in on what looks to be a successful omni-channel retail transformation story, a stark contrast to the woes of others such as H&M. In its most recent quarter, Ralph Lauren turned around a loss of $81.8 million last year into a profit of $120 million on revenues up 5.1% to $1.73 billion.

I confess I'm not a fan of Ralph Lauren's clothing and I'm sadly well-beyond the new target demographic, but the execution on the Next Big Chapter is to be admired. I've accused other firms of making token catch-up moves around digital transformation, such as Debenhams 'dad dancing' approach. There's always a risk around trying to 'borrow' a cool image by paying celebrities to be your chum, but in Ralph Lauren's case, it looks to be working. The trick now is going to be sustaining its efforts and not overplaying its hand on the 'drop' strategy. One to keep an eye on in 2019.

"

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Ralph Lauren combines 'drop' and digital to catch the streetwear Gen Z buyer

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Last November, iconic US retailer Ralph Lauren teamed up with UK streetwear label Palace to produce a collaboration collection of clothing. There's nothing particularly remarkable about that, but it's how the resulting clothing got to market that matters.

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Netflix - good example of Brand voice/personality.

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IMPORTANCE OF BRAND PRESENCE ON SOCIAL MEDIA

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IMPORTANCE OF BRAND PRESENCE ON SOCIAL MEDIA

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With the ever growing use of social media, its important that Brands incorporate this to show their consumers their brand identity and voice. This article listed  lots of different ways to use social media as a tool within a brand including:

-Build Relationships, Not Just a Following
Having 100 followers who regularly engage with your social media content is more valuable than having 10,000 followers who do not interact

-Focus on Offering Value Over Selling
good way to provide value to your audience is by answering questions they have or helping them with a challenge they’re facing. Your focus should be on solving customers’ pain points.

-Optimize Your Accounts for Better Reach

-Showcase Your Brand’s Personality
Netflix is one of the best examples. They have built genuine connections with their followers over time. They crack jokes while replying to comments, reshare interesting content, and most importantly talk to their followers like humans.

-Stay Active
You need to stay active on social media and create fresh content day after day.

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The Shelf Full-Funnel Influencer Marketing

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If your brand, like most, happens to be one that's working tirelessly to build a strong social media presence to support your website or online store, you're going to need a strategy that will consistently enable you to connect with your followers by creating targeted messages. I'll be the first to admit that it's not easy to grow your social media presence. And you can't really build those brand-to-consumer connections without first understanding your consumers and understanding how they see your brand.

That's basically what this post is about: shaping how your audience sees you and finding smart ways to connect with them. Here are 11 effective ways you can use to authentically boost your visibility now. And you'll see as you read this how using these tactics will make this strategy a good idea to use right now.

#1. Build Relationships, Not Just a Following

Before the COVID-19 pandemic changed everybody's life, brands were already implementing measures to very the accuracy of so-called "vanity metrics for their influencer partners, which typically include:

Follower count

Likes

Comments

Shares

While these metrics are important to watch, they're not what are most important. Having 100 followers who regularly engage with your social media content is more valuable than having 10,000 followers who do not interact much with your content.

Social media provides endless opportunities for brands to connect with their audiences. The trick is to understand how to leverage social media so that you can genuinely connect with your audience in an oversaturated market.

The beauty of social media is that it allows you to reach out to people seamlessly. It enables you to instantly speak with followers who may be anywhere in the world, and use those instant conversations to build relationships.

If you're not sure how or where to begin when it comes to communicating or building relationships, here are some quick tips that'll help you get started:

Reply to people when they @mention you or share your content.

Make sure that you @mention people you refer to in your social media posts.

Reply to all of the comments on your posts.

Reply to those who re-share your content.

Don't just like or retweet other people's content, reply with an interesting comment that might start a conversation.

Ask questions and conduct polls to encourage people to share their opinions.

The beauty of social media is that it allows you to reach out to people seamlessly. It enables you to instantly speak with followers who may be anywhere in the world, and use those instant conversations to build relationships.

#2. Focus on Offering Value Over Selling

Although there are more opportunities for marketers to promote their products or brands now, social media isn't the place for your hard-sell. Of course, it makes sense to promote your products, offers, and deals to your followers. But marketing isn't about constantly bombarding your followers with your promotional content. Rather, it is more important to offer value over hard-selling your brand.

A good way to provide value to your audience is by answering questions they have or helping them with a challenge they're facing. Your focus should be on solving customers' pain points.

It can be as simple as a query regarding an offer, for instance, Whole Food Market helped their follower by simply providing a link:

Additionally, if your audience seems to be buzzing about a particular issue or challenge, you should create content that directly addresses their problem. It shows that you care about solving your customers' pain points.

Another effective way to create value is by crafting insightful content that educates your readers or enlightens them about something interesting.

For example, you should share content like BTS (behind-the-scenes), How-Tos, or DIYs (Do It Yourself) that can provide value to your followers.

#3. Optimize Your Accounts for Better Reach

Optimizing your social media accounts is far more interesting than plain old SEO. Social media optimization includes creating an engaging Instagram bio, including keywords in captions, effectively using hashtags, and filling out your profile with relevant information.

For example, you can use your Instagram bio to promote your branded hashtag, add a link to your promotions, and convey your brand's short and engaging tagline or motto.

You can also optimize your Facebook business page by adding complete business info that can actually help you rank better in Google.

Here's a great example of an optimized Facebook bio:

#4. Showcase Your Brand's Personality

One of the worst mistakes that you can make as a brand is come off as a faceless organization with no personality at all. In the modern age of real value over promoted ads and transparency, people want to get to know your brand on a more personal level. They are not just concerned about your vision of your brand.

Instead, they want to know what kind of core values your organization shares, how much you prioritize your customers, and if you really want to connect with your followers on a personal level.

Many brands today aren't afraid to talk to their followers like they would with their friends. With the evolution of social media networks and how brands communicate with their audiences, many followers expect them to have a human social media presence.

Netflix is one of the best examples. They have built genuine connections with their followers over time. They crack jokes while replying to comments, reshare interesting content, and most importantly talk to their followers like humans.

There's no point in having social media profiles if you don't post regularly. People might not engage with your profile or may even unfollow you leading to a drastic drop in your engagement levels and social media presence.
You need to stay active on social media and create fresh content day after day.
Staying active on social media doesn't mean you have to stick to your screens throughout the day. Through simply scheduling and spending 10-15 minutes every day, you can post content and respond to your followers.

Some quick ideas to help you stay active on social media include:

Select and prioritize your social accounts based on where your audience is the most active.

Implement social scheduling and automation to save energy and time.

Reshare user-generated content and repurpose your content so you don't have to always invest time in coming up with new ideas.

Live streams, Stories, videos, images, infographics - there are so many different ways you can create content and connect with your followers on social media.

While social media posts are great, you need to explore new mediums to reach out to your audience. For instance, Instagram live streams are placed ahead of all of the Stories, which gives increases the chances that more of your followers will watch them.

Instagram also sends notifications to your followers when you go live which means it draws more attention and invites your followers to watch the live session. Live streams create a sense of urgency. For example, if you are watching a live sports game, your audience gets to experience it at the same time.

Similarly, when brands host live sessions about their newly launched products, an event, or a Q&A, it generates more curiosity among the viewers.

Influencer marketing is hot these days, and there are plenty of reasons for that. A simple fundamental logic that supports influencer marketing is that when an industry expert or a social media influencer shares content about a brand or their products, it creates instant credibility for the brand they are promoting.

When an influencer promotes or talks about a brand, it creates a perception that it is a trustworthy company, based on the sentiment and endorsement provided by the influencer. This marketing method can greatly increase your social media reach and positioning in the current marketplace.

There are many tools for influencer marketing that you can use to improve brand awareness and generate leads or revenue. Ideally, you should find influencers in your industry who have a follower base similar to your target audience.

Since they regularly create content for their followers, they know exactly what their followers are most likely to engage with.

Influencer marketing is one of the most efficient ways to target Gen Z and millennials. The best platform for influencer marketing is Instagram with over a billion monthly users and 500 million + daily Stories.

Wondering how brands can partner with influencers? The Shelf pens a ton of content on the topic (nothing but that topic, actually). But here's a pretty cool example of a popular influencer, Megan Ellaby, who collaborated with H&M, an eminent fashion brand, to promote its latest collection.

Nothing good comes for free, at least not on social media! While there's plenty of things that can be done organically to build a solid personal brand, the algorithms of social networks like Facebook and Instagram are changing. They signal a clear need for businesses to invest in social media ads.

Instagram allows brands to promote their content via paid advertisements. You can select your target audience by using filters such as age, demographics, gender, interests, etc. If you partner with influencers, you'll also need to pay them. So, be ready to loosen your purse strings.

Both ads and influencer marketing offer tremendous ROI. By leveraging these strategies, you can create a strong social presence.

Creating and implementing a robust social media strategy is important. But oftentimes, brands tend to overlook the importance of monitoring their campaigns. Why should you monitor your social media presence?

Keeping track of your social media presence can help you determine how effective your strategies really are. By monitoring your social media content and analyzing insights, you can improve your marketing campaigns and content strategy and build a better brand presence.

Brand monitoring tools are a great way to evaluate what people are saying/posting about your brand, discover your social media mentions, or identify a particular problem your customers might be facing.

These tools provide you with social insights that can help you to dig into your social networks and analyze how your followers are engaging with your brand.

Cutting through the noise on social media can be difficult, especially with the growing number of users and competitors. One of the most reliable methods of expanding your social media reach is by using the right hashtags.

They can raise brand awareness, increase the visibility of your content in front of a bigger audience, boost your SEO, and even get you on the trending bandwagon. The key is to use them strategically to reach your audience organically.

An interesting way to use hashtags is by creating hashtag campaigns. All you have to do is come up with a unique, engaging, and quirky branded hashtag that indicates the name of your brand and gives a sneak peek into the campaign.

By creating hashtag campaigns, you can monitor the performance of your branded hashtag easily, and focus on user-generated content. Every time someone uses your branded hashtag, they boost your social media presence.

One of the best hashtag campaigns was created by Audi on Twitter with the #WantAnR8 hashtag. The campaign was inspired by a tweet explaining why they wanted an Audi R8 sent to a brand by a follower .

The brand instantly grabbed the opportunity and created a hashtag campaign to reach more consumers around the world via a thriving contest.

Automation can give a boost to your team's productivity. It can help your team members focus on more important tasks while automated tools and processes complete small and repetitive activities. However, you can't put your social media presence entirely on autopilot.

For example, using chat bots and automated tools for mass-replying can have a negative impact on your brand's presence and relationships with customers.

A classic example of this is how Bank of America used to turn off their followers by not addressing their customers' issues and sending automated texts as replies.

But with the evolving needs of customers and the importance of personalized experiences, the organization has certainly improved its social media presence with better ways of customer care.

With that being said, automation can help with many different aspects of businesses. From curating content to scheduling it, automated tools can help. Make sure you don't use it while communicating with your customers directly, and you're good to go.

There is no single sure-shot way of building a strong presence on social media. But there are plenty of small strategies and tactics that can help you get more visibility on social media platforms .

While some of the strategies mentioned above will help you create better content, others will help you save time and generate more sales. There's something for everyone. If you can implement these strategies, you will be killing it on social media with a powerful brand presence!

ABOUT THE AUTHOR OF THIS POST

We've created Influencing the Curve (on Instagram @influencingthecurve), a campaign committed to sharing facts, stats, and real stories from the global community about the impact COVID-19 is having on families & businesses. Dozens of influencers are already creating content for the campaign.

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11 Effective Ways to Maximize Your Brand Presence on Social Media - The Shelf Full-Funnel Influencer Marketing

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If your brand, like most, happens to be one that's working tirelessly to build a strong social media presence to support your website or online store, you're going to need a strategy that will consistently enable you to connect with your followers by creating targeted messages.

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The importamce of lighting in window displays and how it can determine a mood, feel and even create effects within your window display. When thinking about my pop up store, i want it to be effective both in daytime and night time. I Believe mood lighting will be the most effective for my window display as i ahve chosen a christmas theme for my store. I will look to use colours that create a dramatic effect and take into consideration how different colours can create different ideas of the brand.

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When analysing Sophias Popupstore the theme seems to be a jungle/rave scene.

This is portrayed in several ways:
her pop up store jungle is massive  uses a concept of "wild patterns" such as zebra stripes, cheetah spots and its basically thrown at you everywhere you look. however you also get "street or urban vibes" as the music of choice is typically rave music,  held in an underground location(where lots of the 90s raves were held) they also use a black light which makes all her designs pop and shine like illuminous paint.

The overall concept takes two different ideas of "jungle" and meches the two effectively to create one subbrand.

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Lux Fix, an online fashion retailer specializing in British independent designers, has achieved a 136.2% increase in recovered sales from cart abandonment emails by implementing the Barilliance email personalisation solution.
KEY ELEMENTS FOR SUCCESS:

-most retailers lag behind when it comes to implementing and email personalization programme.

-company refined  personalized shopping experience by offering product reccomendations in every email, based on their shopping habits. each email was unique to individual customers.

- REAL TIME, generated when the email is opened not when campaign is sent out. This allows the most accurate and relevant reccomendations to be shown ( product stock levels, status of user etc.)

By adding peronalization into emails this brand recovered sales from cart abandonment  by 136.2%

By adding personalsed reccomendations to email increased conversion by 85.7%

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According to InternetRetailing most of the UK's Top500 retailers lag behind when it comes to implementing an email personalization program. While the majority of marketers understand the advantages of email personalization, they struggle to convert this understanding into action, leaving money on the table. For implementing an email personalization program with Barilliance resulted in an 85.7% increase in email conversion rates and a 136.2% increase in recovered sales from cart abandonment emails.

Lux Fix implemented Barilliance personalized product recommendations and cart abandonment emails in 2014, offering their visitors a personalized shopping experience throughout every step of their journey. In November 2015, the company refined its personalization offering by embedding Barilliance personalized product recommendations in all of their email campaigns. The recommendations offered in each email are not only personalized for each customer, but are also dynamic, meaning that they are generated in real-time when the email is opened- not when the campaign is sent out. This allows for the most accurate and relevant recommendations to be shown as it takes into account the current status of the user, product stock levels, and other considerations.

Moreover, by deploying a new unique Barilliance feature, the Triggered Email Booster, LUX FIX are now able to send cart abandonment emails to any visitor who arrives at the site from an email blast without the need to capture their email address during their visit.
A comparison between the overall results of LUX FIX cart abandonment email campaigns during December 2015 and the same period the previous year reveals several compelling facts:

Recovered sales from cart abandonment emails increased by 136.2%.

Adding personalised recommendations to the emails increased conversion by 85.7%.

Implementing the Triggered Email Booster increased email acquisition by 104.7% (from 5.4% to 11%).

"The setup process with Barilliance was very quick and easy," said Alice Hastings Bass, co-founder of Lux Fix. "We've been refining our personalization across our website and email campaigns and benefiting from their new features. Integration with was very straightforward and is a great way of providing personalized/targeted product recommendations to customers as part of our email marketing calendar. "

A sample of a personalized cart abandonment email sent by Lux Fix. The product recommendations are generated in real-time when the email is opened- not when the campaign is sent out.

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Barilliance Email Personalization Pays Off for Online Fashion Retailer Lux Fix

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According to InternetRetailing most of the UK's Top500 retailers lag behind when it comes to implementing an email personalization program. While the majority of marketers understand the advantages of email personalization, they struggle to convert this understanding into action, leaving money on the table.

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Verg girl is an online retailer who dive into UGC!
on the main website you can see images of their campaign using model posed technique, then as you scroll down the second biggest point on the website is their “buy off Instagram” social media plays such a big part in today’s e-commerce strategy in getting the consumer to buy your products. Verge Girl is perhaps ahead of its competitors this way by letting their consumers to the strategic merchandising for them, while still
Building that customer experience.

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Australian fashion label empowering creativity and confidence. Discover a range of exclusive hand-drawn prints, 100% linen pieces and elevated slip dresses for every occasion.

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Once you browse through the website and find a product you like, the website furthers that relationship and experience by offering “how to style” like below their product information, also along that tab they have a “ you may also like” where they provide similar products to endorse impulsive buys.

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In comparison to verge girl, boohoo do not really use the method of social media, instead they have flooded their homepage with vibrant colours and plenty of deals and offers for Black Friday. Although they do not have that same relationship status as Verge girl, when using the mobile website  Boohoo do offer at the bottom of the page a link to download their mobile app to make buys quick and keep up with competitors.

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boohoo | Womens and Mens Clothes | Shop Online Fashion

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Shop boohoo's range of women's and men's clothing for the latest fashion pieces you need to be adding-to-basket, with 100s of new styles landing every day!

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Some collective mind maps into the role of visual merchandising  by including modern techniques, different roles within Vm and a visual merchandisers main goal when going about their job.

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Some brief store analysis work on what is effective on a store floor layout and what is ineffective.
Taking into consideration layouts, colours, products, target consumers etc.

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Different roles within Visual Merchandising.

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Different roles within Visual Merchandising.

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How a visual merchandiser doesn’t just stop at “window dressing”

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How to entice consumers, trends, keeping com techniques modern and new.

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What a visual merchandisers goal is, the importance of a visual merchandiser mind map.

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I ASKED A SMALL GROUP OF LOCALS FROM HENLEY THAT MATCHED RALPH LAURENS DEMOGRAPHIC  ON THEIR PERSONAL FAVOURITE LOGO DESIGNS  AND THEIR REASON FOR THIS CHOICE.

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The favourite of the demographic most people when asked chose this logo designs, when asked this was some of their reasons:
"logo 1 as it resembles Henley"​

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"I like number 1 as its clean and most aesthetically pleasing"​

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"number one, I like the bridge in the middle"

As this was the favourite, i decided to progress onto illatrator and finalise some ideas from this sketched design.

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This logo design received the least amount of votes
when asked  this was some of their reponses were:

" I like the writing of this one"

"i dont think this logo is that rememorable"

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Infogram

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STORE LAYOUT PLANS AND RESEARCH

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I decided to sign up to the Ralph Lauren Mailing list to see how effective their marketing emails were.  I wanted to  make sure when it came to drafting up my email i kept the continuity of the general layout. I also analysed the content and images to see what i would incoporate in my drafts. As im doing a christmas theme i will have to make it festive whilst still keeping the brand image.

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selfridges and Newlook.

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A short introduction into Ralph lauren including their lines, brand image, campaigns, colaborations and values.

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Researched into Ralph Laurens sustainability and ethetical practises to see what theyre doing in todays demands.

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Brief timeline on the history of Ralph Laurens brand. and how it go to where it is today. By looking into the history of Ralph Lauren it helped me understand the brand and how it got its success.

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I decided to look into the Henley area and decide if Ralph Lauren would be a successful Pop Up shop in this destination, I took into consideration, the demographics, ages, residents  and even weighed out the pros and cons.
I also looked into events that put Henley on the Map and what stores would be Ralph Laurens competitors.

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I really like the logo you’ve come up with incorporating Ralph Lauren, Henley bridge and Christmas theme altogether - it’s very clever! The colour palette you’ve picked works really well to illustrate the Christmas theme and I think the email is really succinct. I think you’ve really paid attention to the hierarchy of the messaging highlighting key copy in terms of sizing and using different colours to make information pop such as the 15% off discount which is great.
I also like how you’ve ended with the brand’s instagram as this finishes off the email nicely. Perhaps this section could do with adding some spacing around the type and images as it feels a little claustrophobic. I’d also consider adding some CTA’s within the email - could you include a CTA to direct them to the site or where the shop is going to be in maps? A really lovely start to this email - great work!

After  receiving my feedback, i felt that i was  on the right track  to completeing my brand image for Ralph Lauren, i have also made small chanegs to cover the areas highlighted that could be improved. it was good to hear feedback as it helped me improve on the areas i didnt see.

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My intial logo ideas and thoughts and the progression on how i got to my final logo design.

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The Fashion Mannequin Needs To Be Rethought Now

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The Fashion Mannequin Needs To Be Rethought Now

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With mannequins being a focal point for brands all over the world, retail are in demands of creating a more sustainable approach to mannequins as their consumers become  increasingly aware of where their clothing products are coming from and if brands are taking a sustainable approach to their clothing they need to take it one step further with alternative mannequin materials.
In my store I have chosen to go with wooden torso mannequins, not only do they use less material, it is an alternative to the heavy plastics used in a lot of brands. The wooden mannequins are on brand to Ralph Lauren and can be reused again and again to emphasise on RLs timeless brand image.

article://www.google.co.uk/amp/s/www.vogue.co.uk/fashion/article/mannequin-revamp%3famp

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The Third logo receievd the second most praise in the poll and this was some of the comments i received.

"This is nice to look at"
"Ithink it works well as an overall look for a logo design

" Thisis is my favourite logo because it shouts ralph Lauren to me "

"this is good however a little plain for me"