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Market research aiming to collect data for innovative branding and advertising proposal for Bottega Veneta.

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photographer and filmmaker: tyrone lebon

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photographer and filmmaker: tyrone lebon

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The London-born photographer and filmmaker has built a reputation in the fashion industry for his candid, sun-soaked photography. In fact, he is the only person to be commissioned by Phoebe Philo to shoot a Céline campaign (Resort 2015) other than Juergen Teller . Lebon's, evocative portraits often focus on perceived imperfections, ruminating on the question of what beauty is.

In late 2014, Lebon collaborated with i-D's senior fashion editor Julia Sarr Jamois on the street-cast nude shoot "Nothing Is Beautiful." He has also shot campaigns and editorials for a broad spectrum of major brands including Louis Vuitton , Loewe, Supreme and Nike. Lebon's first campaign was for Calvin Klein Jeans Autumn/Winter 2013, from which he went on to shoot for Nike and Dominic Jones' Spring/Summer 2014 campaigns.

Lebon began taking photographs of his friends as a teenager, going on to shoot his first documentary at the age of 18; a surfing film made in Indonesia that aired on MTV. He recently premiered his latest documentary, "Reely and Truly" at London's Institute for Contemporary Art. The short film featured interviews, clips, head shots and photography of some of the world's most foremost photographers, including Mario Sorrenti , Juergen Teller and Ari Marcopoulos.

A self-confessed camera enthusiast and addict, the photographer shoots using a range of film cameras from a large format 10 x 8 plate camera to a grainy half frame. His hazy, half-lit style was discovered by accident when his film got exposed to daylight. Lebon has since adopted this style as his signature, manipulating the processing of his images to replicate the effect.

Lebon self-published a book entitled "Nothing Lasts Forever," and has worked on a print-project with Baron magazine. His love for photography and obsession with photographers led him to set up his own photography organisation, DoBeDo, a site that promotes news, events and the work of a select group of contributors and provides photographers with an online forum for sharing work and techniques.

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The London-born photographer and filmmaker has built a reputation in the fashion industry for his candid, sun-soaked photography. In fact, he is the only person to be commissioned by Phoebe Philo to shoot a Céline campaign (Resort 2015) other than Juergen Teller .

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I Frank Ocean in #mycalvins – Calvin Klein Fall 2016 Global Campaign

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Shot by photographer and filmmaker Tyrone Lebon, the Fall 2016 Calvin Klein global advertising campaign spotlights an evolved cast of talent that encompasses actors, musicians, cultural icons, athletes, fashion idols, social media heavyweights, artists, and professional and street cast models - often paired together to create a dynamic and artful mix of visuals.

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In a small, plush London hotel bedroom, the Swedish singer-songwriter Lykke Li sits in a bathrobe, pale and calm. Two women fuss over her hair and make-up, a road manager frets about publicity schedules and a long-haired three-year-old dashes about shrieking excitedly.

"Calm, Didi," says Li, sweeping the boy on to her knee. She has been explaining why she is running late, a story that involves missed flights and witnessing a stranger being shot dead in a restaurant in Barcelona by a bike-riding hitman. "Everything's a little crazy today," she says.

Two hours later, Li takes to a sunlit stage in Hyde Park, supporting Florence and the Machine. She has transformed into a kind of Bladerunner go-go...

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Lykke Li interview: 'I'm sure it's the end of my career but I think that's fine'

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In a small, plush London hotel bedroom, the Swedish singer-songwriter Lykke Li sits in a bathrobe, pale and calm. Two women fuss over her hair and make-up, a road manager frets about publicity schedules and a long-haired three-year-old dashes about shrieking excitedly. "Calm, Didi," says Li, sweeping the boy on to her knee.

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Rosie Alice Huntington-Whiteley is best known for her work as a Victoria's Secrets lingerie model and as a movie actress. She has appeared in five Victoria's Secret Fashion shows from 2006 through 2010 and became a Victoria's Secret Angel in November 2009. She has appeared on the cover of international fashion magazines including Vogue, GQ, Elle, Harper's Bazaar among others. Huntington-Whiteley has been modeling since 2003 for a variety of clothiers: Abercrombie & Fitch, Burberry, Karen Miller, Bloomingdale's, Ralph Lauren, DKNY to name a few. She has honored by being named 2009 Model of the Year by Elle, received Elle's 2012 Top Style Icon Award and Maxim voted her #1 on its 2011 Maxim's Hot 100 list.

She made her film debut as Carly Spencer, Sam Witwicky's new love interest in the third installment of the Transformers series: Transformers: Dark of the Moon (2011). She followed up her debut with another great role in the 2015 blockbuster, Mad Max: Fury Road (2015) as The Splendid Angharad.

Rosie Alice Huntington-Whiteley was born on April 18, 1987 in Plymouth, Devon, England to Fiona ( née Jackson), a fitness instructor, and Charles Andrew Huntington-Whiteley, a chartered surveyor. Her great-great grandfather was the 1st Baronet of Grimley, Sir Herbert Hunington-Whiteley. She has been in a relationship since 2010 and became engaged in January 2016 to fellow actor, Jason Statham.

- IMDb Mini Biography By: anonymous
Dark blonde hair, blue eyes and full lips

Statuesque, model-like figure

Deep sultry British accent

In a relationship with Jason Statham since April 2010 and became engaged in January 2016. They have a son together.

Worked previously with Michael Bay on a Victoria's Secret commercial in 2009.

Grew up on a farm in rural England.

Ranked #1 in Maxim magazine's Hot 100 Women of 2011 list.

She appeared in her first solo cover of Vogue UK. [March 2011]

Ranked #1 in the 2011 FHM list of "100 Sexiest Women in the World".

Ranked #4 in the Top Sexiest Models list by models.com.

Ranked #27 in the 2010 FHM UK list of "100 Sexiest Women in the World".

Ranked #20 on Ask men's top 99 "most desirable" women of 2012.

Named the Style Icon at the Elle Style Awards in 2012.

Ranked #31 on Ask men's top 99 "most desirable" women of 2013.

Rosie's mother, Fiona (née Jackson), is a fitness instructor, and her father, Charles Andrew Huntington-Whiteley, is a chartered surveyor. Rosie's paternal great-grandfather, Eric Huntington-Whiteley, was from a known English political family, and was the son of politician Sir Herbert Huntington-Whiteley, 1st Baronet; Eric's wife, Rosie's great-grandmother Enid Kohn, was from a family of Polish Jews who emigrated to Britain in the 1870s. Rosie's paternal grandmother, Gillian Franks, was also from a Jewish family, and was the daughter of Janet Lilian (Green) and Jacob Franks, a prominent surgeon in Sussex. Jacob's parents were from the Netherlands, and he had Sephardi ancestry.

Currently resides in New York City. [March 2007]

In school, she was nicknamed "Tit Lips" due to her voluptuous mouth.

Rosie's four years younger brother, Toby, is also a model. In early 2015, this was announced that Toby was signed to be the new face of British male clothing line Jacamo.

Gave birth to her 1st child at age 30, a son named Jack Oscar Statham on June 24, 2017. Child's father is her fiancé, Jason Statham.

[on landing the lead female role in Transformers: Dark of the Moon (2011)] It was a crazy opportunity that was handed to me and spent seven months making the movie with a great cast and a great director.

[on being taller than her co-star Shia LaBeouf] I had to wear heels the whole way through filming, when it came to our kissing scene, I said "Please Michael, let me take my shoes off. I feel so unelegant and I feel so unfeminine,"... and he said "No. You're giving small men across America hope.".

I'm not here to win a popularity contest. I'm here to work and have a career. Let the haters hate. I'm ready for the criticism.

It helps to have someone who wants to understand your job and support it. I've never really been concerned about cracking under the pressure and turning to the dark side though. I've never been a big drinker and I've never done drugs. I like to go out and dance, but I'm always the person that needs to go to bed first. I'm not a party girl. I want to pay my bills and make my family proud. I've got no other criteria apart from that.

I went along to the audition and I had one page of lines, and I didn't think it went particularly well.

I don't even think when I'm walking down the runway. I don't really breathe either.

I have the same attitude with work - I like to go to work, I like to work really hard, I like to give everything my all, I like to try things that are new, you know.

Being on a Michael Bay set is... well, it's the only set I've ever been on. But I would imagine there's no set that's run quite like it. It's big, it's loud, it's powerful, it's intense, it's dirty, it's hot, it's sweaty - and it's really exciting. There's never a dull moment; there's never a quiet moment.

Hopefully, I'll get to make another movie, so we'll see. But modeling - all the actresses are taking everything over now, with all the modeling endorsements and magazine covers.

Well, it's a day-to-day thing. I don't feel comfortable in my body today at all. Any woman will tell you she has her good and bad days and today I did not feel like I looked my best or felt radiant inside or outside.

I'd like to think that I'm brave. That's a really wonderful personality trait to have. I would love to think I'm the type of person to go rescue someone.

I can't remember a time where I really battled with my body, but I can remember being asked to lose weight and battling with the advice. It hurt me. Especially as my baby fat naturally melted away as I got older.

You can get bullied as a young model, but there was a point where I found my voice, effectively.

I'm not going to change my teeth or get a nose job. That manufactured perfection does nothing for me.

When I started modeling, I was definitely heavier. I was quite voluptuous in fact. I had a real baby face and baby fat. But I was a baby! I was told I had to get into better shape, but I'm quite stubborn so I didn't.

When I fell into modeling, because I wanted to work in fashion. I wanted to do styling or make-up. I ended getting picked up to be a model instead during my work experience.

I first met Michael [Bay] back in 2009; it was on the set of the Christmas commercial for Victoria's Secret. I remember the first thing Michael said to me- before he even introduced himself or asked me my name-was "Can you walk?" And I looked at him like, "What is this man talking about? Yeah, of course I can walk." And then he proceeded to tell them to get me in the car, and then I was driven-I mean, honestly, I want to say it was about half a mile out in the desert. I kept thinking, "This is a joke, right?" And the car dumped me in the middle of the desert. All I was wearing was a bra and underwear and a big, billowing, black, floor-length cape and high heels. And he says, "OK, when we shout action, you're going to walk!" and I assumed I would be doing this in several stages. They yelled action, and the car sped off back to set, and I just was like, "Well, what am I supposed to do?" So I walked all the way back to where the camera was standing, which took me-I would say a good 10, 12 minutes, and it was a proper runway stomp-on salt flats; it was like 100 degrees, felt like fire. I remember walking back and being not impressed by the whole thing. I was pretty pissed off afterwards; I just looked at Michael, and he goes, "I guess you can walk, then."

I got a work placement at a modelling agency and then I spent the week making coffee and picking up the telephone and smoking cigarettes and drinking wine at 11 AM , it was very Ab Fab.

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Rosie Alice Huntington-Whiteley is best known for her work as a Victoria's Secrets lingerie model and as a movie actress. She has appeared in five Victoria's Secret Fashion shows from 2006 through 2010 and became a Victoria's Secret Angel in November 2009.

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Rosie Huntington-Whiteley on how ambition fuels her

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Total Visits 629.14K 1.45% Avg. Visit Duration 00:02:46 Estimated Data Verify Your Website Traffic Sources Find out which are the main sources of desktop traffic for bottegaveneta.com.October 2019 analysis On desktop Get Full Comparison with SimilarWeb Pro Outbrain has been using SimilarWeb for over a year and it's been instrumental for our ability to analyze our competitive environment, benchmark our performance, keep track of industry trends, and generate new leads.

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Francois-Henri Pinault Quotes - BrainyQuote

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"Sustainable development is a fundamental break that's going to reshuffle the entire deck. There are companies today that are going to dominate in t..." - Francois-Henri Pinault

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Lykke Li - I Follow Rivers (Director: Tarik Saleh)

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Let's say your company decided to invest in a website redesign so you can improve lead generation, and you're responsible for managing the project. Naturally, one of the first questions you have is, "How much is this website redesign going to cost?"

The answer, of course, is "it depends." Are you simply switching to a new template and adding some new CTAs, or are you migrating your entire website to a new platform?

If only there were a way to organize your answers to all of these questions -- a place where you could enter in estimated costs for all of your line items, and then compare your projected marketing budget to what you actually end up spending.Good news: Our free marketing budget templates have got you covered. Included in our eight budget templates bundle is a template to manage your website redesign ... as well as templates for both Excel and Google Sheets to help you track your content budget, paid advertising budget, event budget, and more.

In this blog post, you'll find the following content (click a link below to jump to that section):

Marketing Budget

A marketing budget outlines all the money a business intends to spend on marketing-related projects over the quarter or year. Marketing budgets can include expenses such as paid advertising, sponsored web content, new marketing staff, a registered blog domain, and marketing automation software.

Marketing budgets can be difficult to establish for both small and large businesses. If you're a small business, you might wonder which marketing expenses you should start with. If you're a large business, having multiple marketing teams or operations in play can make it harder to ensure everyone across the department gets what they need.

So, what should you spend your marketing cash on? First, let's identify a focal point: According to investment agency, Magna, money spent on digital media will increase by 11.8% in 2019, up from $106.6 million in the U.S. alone in 2018. This includes initiatives that cater to audiences on desktop computers, search engines, video streaming platforms, social media, and mobile devices.

Digital media makes up more than half of the country's total advertising spend. Given the success marketers have seen in it, you might consider spending at least half of your marketing budget on some of the digital channels mentioned above.

How to Create a Marketing Budget

Spreadsheet knowledge, alone, won't help you understand how you'll spend your marketing money this year. Creating a sound marketing budget starts with knowing what purpose this budget will serve and which marketing teams it will represent.

1. Align your budget with your marketing goals.

What you spend and where you spend it will depend on what you're trying to accomplish. So, when starting to create your marketing budget, make sure you're only spending money on the things required by your current marketing goals. This can include:

Display ads to promote a new product you're launching this year.

Sponsored social media posts to generate followers of your new Facebook page.

Paid search engine ads to drive traffic (and purchases) to a specific product page.

Contract bloggers to get more organic search traffic to your company's website.

HubSpot's former Demand Generation Marketer and Trello's current Growth Marketing Lead, Jessica Webb, says this about how your costs can change when focusing on lead generation vs. lead conversion: "The majority of the money you spend on paid efforts is usually calculated based on volume of clicks or impressions. Because of this, you'll often want to put more budget toward campaigns with higher-volume offers and audiences."

"For example, a tweet or Facebook ad promoting a lead generation offer that leans more top of the funnel will likely receive more clicks than something that falls more toward the middle or bottom of the funnel," she explains.

Your paid advertising costs will also change depending on how wide of an audience you are attempting to reach. "You can look at Twitter advertising as an example," Webb explains. "You have to option to target your campaigns based on users' interests or keywords searched for. Interests are a much broader category, whereas smaller pockets of users are searching for any given keyword, therefore your interests-based audience is going to be much larger and require a larger budget."

To keep better track of your paid advertising efforts, download the Paid Advertising Budget Template (included in the 8 Budget Templates to Manage Your Marketing Spend).

2. Beware of hidden costs.

One of the great advantages to having and maintaining a budget spreadsheet is that it helps you avoid those end-of-the-quarter or end-of-the-year freak outs when you realize, "Whoa ... what did I spend all that money on?"

In many cases, unanticipated costs can force marketers to fork over cash that they didn't plan on spending. Product marketing offers a perfect example. According HubSpot's VP of Marketing Meghan Keaney Anderson, it's easy to forget that successfully marketing your products and services requires more than just promotion.

"When people allocate budget for product marketing, they tend to think in terms of product launches and promotional activities," Anderson explains. "That's certainly an important part of it, but another area of focus to remember is setting aside resources to conduct research and message testing long before the product ever goes to market. Having conversations with customers about the pain points your product will ultimately address is critical to shaping the messaging and having a successful launch."

To better manage your product marketing efforts, download the Product Marketing Budget Template (included in the 8 Budget Templates to Manage Your Marketing Spend).

3. Remember where your priorities lie.

Marketing is overflowing with add-ons and extras, upsells, and "premium" versions. One of the best ways to assess what's nice to have versus what's absolutely necessary is to (you guessed it) organize all of your expenses. By keeping tabs on where your budget is being allocated, and cross-checking that spending with the results you're getting, it will be much easier to figure out what should keep getting budget and what should get kicked to the curb.

For example, let's look to the world of public relations. In PR, there are countless tools to which you can allocate budget, which could leave you overspending where it doesn't matter -- and underspending where it does.

"Tools abound to help PR practitioners not only create and distribute great content and find and target key stakeholders, but to ultimately measure reach and effectiveness," says Nathaniel Eberle, HubSpot's former Director of PR & Brand and LogMeIn's current Director of Global Brand Management. "The key is making sure you're laser-focused on who you're setting out to reach and influence, then ensuring that your budget supports how they'll most likely want to receive (and share) your key messages.

"As the media and digital landscape evolves at breakneck speed, continually reassessing the tools, services, and programs you're employing is a great way to determine real-time ROI of your overall spend. Today's measurement tool may be worthless to you tomorrow."

To get better at prioritizing your PR line items, download the PR Budget Template (included in the 8 Budget Templates to Manage Your Marketing Spend).

4. It's not all about the Benjamins.

When you open up these budget templates and check out all the various expenses detailed in them, don't fret if you can't tick every box. I'm not advocating for an "always spend more" approach to marketing. I'm advocating for an "always spend smart" approach. The expenses listed out aren't mandatory -- they're just meant to guide your thinking and to help ensure that you haven't overlooked any hidden costs.

With that in mind, here's the full list of budget templates included in the bundle.

8 Marketing Budget Templates You Need to Manage Your Marketing Spend

With the 8 Free Budget Planner Templates to Manage Your Marketing Spend, you'll be able to manage all of the moving pieces of your budget at a monthly and quarterly level. Use the Excel version of the templates to keep all of your budgets in one place. When you download the zip file, you'll find a separate file for each marketing team, as well as a Master Budget Template to maintain a high-level view of your overall expenses.

Interested in sharing your marketing budget across a larger team? Try the Google Sheets version of the same eight templates to share access with other Gmail users. For the Google Sheets templates, each team budget is found in a separate tab of the same Google Sheet. No matter which version you choose, each budget is optimized with the same line items, tips, and graphs. Read on to learn how to use each budget template.

1. Master Marketing Budget Template
Download the Master Marketing Budget Template here.
While it's helpful to have individual budget templates for specific marketing departments and activities, it's also nice to be able to take a step back and see the bigger picture. The Master Marketing Budget Template lets you do just that: It's the place where you can collect the totals from the other seven templates in the bundle and see all of your expenses in one place.

2. Product Marketing Budget Template
Download the Product Marketing Budget Template here.
This template will guide you step-by-step through the process of budgeting for a product launch. From determining product/market fit, to running user testing sessions, to promoting your finished product, our Product Marketing Budget Template will help ensure you don't overlook any important expenses.

3. Content Budget Template

The budget required for creating and promoting content can vary greatly from organization to organization. For example, while some organizations keep most of their content operations in-house, others rely more heavily on freelancers and contractors. And while some use many different software products, publishing tools, and services, others take a much simpler approach.
Download the Content Budget Template here.
Our Content Budget Template is designed to cover as many content-related bases as possible. So, if you see any expenses listed that don't apply to your organization, go ahead and delete them. (That's the beauty of Excel spreadsheets: You can customize them to your specific needs.)

4. Paid Advertising Budget Template

Paid advertising: Does it really qualify as an inbound marketing tactic/channel? That is a loaded question, my friends, and one that I don't have room to answer in-depth in this post. What I can tell you for sure is that you can do paid advertising in an "inboundy" way -- i.e. by targeting specific buyer personas and using paid advertising as a supplement to your organic efforts to help drive awareness and conversion opportunities.

Measuring the effectiveness of your paid advertising campaigns is also paramount to doing things the inbound way. Using our Paid Advertising Budget Template, you can keep tabs on your monthly (and quarterly) ad spending, and then cross-reference the amounts with your lead-generation metrics to determine your cost-per-lead.
Download the Paid Advertising Budget Template here.
5. Public Relations Budget Template

Public relations expenses amount to more than just paying for press releases. From reputation monitoring software, to traveling (e.g., to events and tradeshows), to applying for awards, there are many PR costs that can be all too easy to overlook.

To ensure you're accounting for all of your organization's PR-related expenses, check out our Public Relations Budget Template.
Download the Public Relations Budget Template here.
6. Branding & Creative Budget Template

In order to produce high-quality, innovative graphics, videos, and other content, the branding and creative teams of today need more than just Photoshop ... a lot more. One of the largest -- and often most overlooked -- expenses is storage.

If your organization is producing a lot of video, storage is especially important. Because as it turns out, when budgeting for video storage, you shouldn't be thinking on a megabyte (MB) or even a gigabyte (GB) scale, but on a terabyte (TB) scale. FYI: 1 terabyte = 1 trillion bytes. You can keep track of all your storage costs (and other branding and creative costs) using our free template.

7. Website Redesign Budget Template
Download the Creative Budget Template here.
Budgeting for a website redesign can be seriously tricky. With so many moving pieces to consider, there is a lot of room for underestimating or miscalculating costs. We created our Website Redesign Budget Template so you can keep all of your redesign-related expenses in one convenient location.

Unsure if your current website is right for a redesign? Check out this HubSpot research report: Does Your Website Make the Grade? Chances Are, It's Barely Passing.

8. Event Budget Template
Download the Website Redesign Budget Template here.
When planning an event, the associated costs can seem obvious at first. There's the venue to consider, of course. And the P.A. system and microphones. And then the costs associated with booking and bringing in presenters/performers. That's pretty much it, right?

Wrong.

For example, does the venue come with tables/chairs, or will you have to rent those separately? Do you want your attendees to wear name tags, and if so, will you be printing out the name tags ahead of time or will attendees be writing their own names on blank tags? If the latter, have you factored in the pens or markers you'll need to accommodate that? As you can see, planning for an event can lead you down many rabbit holes.

Use our Event Budget Template to stay organized.

Sample Marketing Budget
Download the Event Budget Template here.
With your chosen template downloaded, it's time to consider which digital channels to allot a budget for. Hint: There's no right answer -- it'll depend the market research you do to figure out where your specific audience spends most of its time. If you find your buyer prefers learning and consuming content in the form of video, for example, you might invest more of your money in YouTube advertising.

Alright, enough explanation. Here's a small, sample budget for a quarter's worth of expenses by a hypothetical company that has decided to invest heavily in video marketing. This template was created using the Master Budget Template, the first template listed in the section above.

Based on the figures above, video advertising's total expenses for the quarter exceeded budget by $20, while full-time recruitment's total expenses exceeded budget by $2,400. This means the company is trending over budget for the first three months of the year. Why might this happen? Perhaps a pay-per-click (PPC) campaign on YouTube received more clicks by viewers than expected, and a sharp video-savvy job candidate negotiated a higher salary.

Based on the difference between this company's planned spend and actual spend, their budget template produced the following graph:

Go now, and plan wisely -- your marketing staff is counting on you.

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How to Manage Your Entire Marketing Budget [Free Budget Planner Templates]

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Let's say your company decided to invest in a website redesign so you can improve lead generation, and you're responsible for managing the project. Naturally, one of the first questions you have is, "How much is this website redesign going to cost?" The answer, of course, is "it depends."

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Every business-small, medium, or large-should have a social strategy, and every strategy should be backed by a social media budget.

Budgeting helps you ensure you'll have the funds to achieve your goals, whether that's promoting a new business or driving sales on a new product. Plus, without an accurate social media marketing budget, it's impossible to know the true ROI of your work.

There's no such thing as a one-size-fits all social media budget. Every company has different resources and different priorities. But whether you're working with a shoestring or cushy budget, these are the key components your should figure into your calculations.

Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.

How much money should you spend on social media?

Social media marketing is crucial: Nearly one in every two people on the planet has a social media account-and that figure is growing. But remember, your social media budget should be one piece of a larger marketing pie.

According to the Business Development Bank of Canada, a common rule of thumb is that B2B companies should allocate 2-5% of revenue on marketing, while B2C companies should spend between 5-10%.

The same research found that small businesses in Canada spend an average of $30,000 a year. Mid-sized businesses (20-49 employees) spend an average of $60,000, and companies with more than 50 employees spend more than $100,000 annually.

So how much should social media marketing cost? Before deciding how much of your marketing budget to allocate to social, research your customers and determine how social media will help you achieve your marketing objectives. For instance, if a significant percentage of your sales come from the Internet, it may make sense for your brand to spend more on social media than print, broadcast, direct mail, or other marketing channels.

According to this year's CMO Survey over the next five years, the percentage of marketing budget spend on social media breaks down as follows:

B2B Product: 16.6%

B2B Services: 20.5%

B2C Product: 20.9%

B2C Services: 24.7%

Use these averages as benchmarks for your business, and then tailor them around your goals and resources.

Source: The CMO Survey

6 components to include in your social media budget

These are the core components you should include in your social media marketing budget.

1. Content creation

Content is and always will be king. And as such, it should account for a significant portion of your budget. Many social marketers spend more than half of their social media budget on content creation alone. Here are some of the line items you may need to include in this section:

Photography and graphics. The importance of high-quality visuals can't be understated, which is why setting aside funds to hire professional photographers and illustrators is worthwhile. If your budget is tight, consider these 20 free stock photo sites.

Video. From cameras and equipment to videographers and editors, production costs range depending on the project. For high-production shoots, directors, producers, location scouts, stylists, and other staff may also be required.

Talent. From actors, models, and extras, to social media influencers, be prepared to compensate your stars.

Production costs. Factor in related production costs, from travel and meal expenses to props and location rentals.

Copywriting. Copywriters are paid by the word or by the hour. A good guide for rates can be found on the Editorial Freelancers Association website. Depending on the material, it may be necessary to budget for a fact checker and proofreader as well.

Translator. If you're a global brand or serve customers in multiple languages, be sure to budget for a translator. Like copywriters, translators are typically paid by the word or hour.

2. Software and tools

Equip your social media budget with these tools and platforms.

SEO and keyword research. Use Google AdWords to research and bid on relevant keywords. This can also be used to inform your social content strategy.

Content hosting. Your website, microsites, and landing pages will need to be hosted. Some of these hosting providers include domain names, but if not, that will need to be purchased, too.

Editing tools. Creators deliver brand assets, but it's useful to have tools such as Adobe Creative Cloud in-house for various editing needs, from image resizing, to applying branding.

Project management systems. Platforms like Trello or Wrike can help to streamline production and project management behind-the-scenes.

Social media management platform. We're obviously partial to Hootsuite, especially thanks to its time-saving scheduling capabilities.

Marketing automation. Tools like Marketo and MailChimp can help with email marketing and more.

Analytics tools. Track your social media campaigns with tools like Hootsuite Analytics.

3. Paid advertising

All social media strategies should include organic content and-if your budget allows- paid advertising. Every social media channel offers marketers ways to boost posts or run full-fledged campaigns, here are some that you might consider including in your social media budget:

Facebook ads. From slideshow to Instant Experience ads, Facebook offers a variety of formats, campaigns, and targeting capabilities.

Facebook Messenger ads. Placed in the Messenger inbox feed, these ads can be good at starting conversations.

Instagram ads. Backed by Facebook's campaign capabilities, use Instagram ads to reach its community of one billion monthly active users.

LinkedIn ads. Reach a professional audience with sponsored InMail, text ads, and more.

Pinterest ads. Pinterest's promoted Pins will help you reach its DIY network of planning Pinners.

Twitter ads. Drive website clicks, Tweet engagements, and more with Twitter's suite of ads options.

YouTube ads. Formats on YouTube range from non-skippable video ads to TrueView ads to boosting your own videos.

Snapchat ads. Branded filters, story, and collection ads might be right for your next social campaign.

TikTok ads. The popular-with-teens video app has opened things up to advertisers with full-screen ad placements, hashtag challenges and more.

4. Paid partnerships

From influencer marketing to co-branded campaigns, pad your social media budget with room for paid partnerships, if they're part of your strategy.

Influencer campaigns. Social media influence rates can vary, but you can use this basic formula as a benchmark for your budget. From Instagram's partner tag feature, to YouTube influencer partnerships, there are many collaboration possibilities your company should budget for.

Co-branded campaigns. They may not require more funding for content than a typical campaign, but they will demand organization and planning time from the appropriate personnel.

5. Training

There are lots of free social media training resources out there, but it's always worthwhile to invest in training for your team. Depending on your team's skill levels and campaign needs, these are a few training options you should consider including in your social media budget:

LinkedIn Learning. If LinkedIn's community is a target demographic for your business, these online courses may be worthwhile.

Blueprint Live. While Facebook's one-day workshops are currently invitation only, keep an eye out for sign-up options in the future. Meanwhile, consider Blueprint certification courses or free Blueprint e-learning classes.

Hootsuite Academy. From single courses to certificate programs, Hootsuite Academy offers a catalog of courses taught by industry pros and tailored for businesses.

6. Management

While there are tools or outsourcing options for social media management, it's good practice to have at least one person in-house supervising social at least part of the time.

Social media managers or teams must oversee:

Social media management (scheduling, publishing, listening, engagement)

Audience research and growth

Strategy and analytics

Content creation

Community management

Campaigns and promotions

Looking to hire or become a social media manager? Here are the essential skills every candidate should have.
Make the most of your social media budget and easily manage all your social media profiles using Hootsuite. From a single dashboard you can schedule and publish posts, engage your followers, monitor relevant conversations, measure results, manage your ads, and much more. Get Started

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A Social Media Budget Breakdown for Every Size of Business

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Every business-small, medium, or large-should have a social strategy, and every strategy should be backed by a social media budget. Budgeting helps you ensure you'll have the funds to achieve your goals, whether that's promoting a new business or driving sales on a new product.

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LONDON: Bottega Veneta and its young artistic director Daniel Lee were the big winners at the 2019 Fashion Awards on Monday, taking four awards in a star-studded ceremony at the Royal Albert Hall in London.

The Italian fashion house which specialises in high-end leather goods just last year named the 33-year-old Briton as creative director of the brand.

It was mission accomplished for the young Lee, with Bottega Veneta - founded in 1966 in Vicenza - named "brand of the year" at the annual British Fashion Council gathering.

And Lee, who worked at Margiela, Balenciaga and Donna Karan before taking over management of Celine's ready-to-wear collections for five years, was crowned "designer of the year".

He was also named "British designer of the year, womenswear" and took the award for best accessories designer.

It was validation for the previously little-known designer, who confided that: "As a child, I often felt like an outsider."

Barbadian superstar Rihanna received the "urban luxe" award from fellow singer Janet Jackson for her young label Fenty, part of the LVMH galaxy.

Adut Akech, 19 and originally from South Sudan, was named model of the year.

Adut Akech poses on the red carpet at the Fashion Awards in London.

Alexander McQueen's artistic director Sarah Burton, who joined the house in 1996, was also recognised for her visionary spirit with the "trailblazer award".

The evening also recognised stars such as supermodel Naomi Campbell, who was named "fashion icon" while industry legend Giorgio Armani received the "outstanding achievement" award from Hollywood star Julia Roberts.

Italian fashion designer Giorgio Armani and actress Julia Roberts pose on the red carpet at the Fashion Awards 2019 in London.

Vogue editor-in-chief and high priestess of fashion Anna Wintour paid a special tribute to her friend Karl Lagerfeld, who died in February.

British hairdresser Sam McKnight, who had styled Princess Diana, and worked for Chanel, Balmain, Burberry and Tom Ford, took the Isabella Blow award for fashion creator, presented by 'Game of Thrones' star Emilia Clarke.

Sam McKnight, left, was presented with the Isabella Blow award by 'Game of Thrones' star Emilia Clark.

Scottish fashion designer Christopher Kane took the designers' designer award, handed out by pop superstar Kylie Minogue.

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Fashion Awards 2019: Bottega Veneta is brand of the year; Rihanna wins 'urban luxe' award for Fenty, Naomi Campbell named 'fashion icon'

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LONDON: Bottega Veneta and its young artistic director Daniel Lee were the big winners at the 2019 Fashion Awards on Monday, taking four awards in a star-studded ceremony at the Royal Albert Hall in London. The Italian fashion house which specialises in high-end leather goods just last year named the 33-year-old Briton as creative director of the brand.

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At last night's Fashion Awards, it was Daniel Lee's night. The creative director of Bottega Veneta took home four coveted accolades, including Designer of the Year and Brand of the Year. But, although this accomplishment is extremely impressive, it wasn't altogether unexpected. Ever since taking over the prestigious Italian label 18 months ago, the British designer has quickly become the new name to know and has catapulted a previously quieter brand into the fashion spotlight.

Lee's appointment was announced in June 2018. He was taking over from Tomas Maier who had helmed Bottega for 17 years. While the brand was in a solid position as a respected Italian fashion house with impressive heritage and strong sales within the leather goods market, Lee has transformed it into an 'It' label at the forefront of fashion - Bottega Veneta's show is currently one of the most highly anticipated on the calendar, several of Lee's designs have already developed cult-like status (the Pouch bag, the Padded sandals) and there are swarms of fans (almost 150,000) following an Instagram account devoted to this fresh look, entitled 'New Bottega'.

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Although Lee's sensational rise may seem like it has happened practically overnight, this has been no fluke - the designer's experience was surely never going to lead him anywhere else but success.

Having studied at Central Saint Martins (and counted the esteemed Louise Wilson as a tutor), Lee gained experience working at Maison Margiela, Donna Karan and Balenciaga, before joining Céline in 2012, where he worked under creative director Phoebe Philo as the director of ready-to-wear. It is impossible not to compare his overwhelming success to her's and to wonder if he might now be dressing that 'Old Céline' customer with his cool but understated, elegant designs at the 'New Bottega'.

Bottega Veneta autumn/winter 2019

"Bottega was a bit of a sleeping giant," Lee said of the brand, explaining that it previously hadn't exploited ready-to-wear as it could have, partly because it didn't need to. When Lee joined, clothing accounted for just 15 per cent of sales of the brand, which gave the new creative director an incredibly unique opportunity that rarely happens at such a large fashion house - they could afford to risk losing the RTW customer, meaning Lee was able to be as creative as he wanted to.

"What was so fantastic [about taking on this role] is that I wasn't so scared about losing our ready-to-wear, shoes and jewellery customers as it was such a small part of the business by comparison, and that gives you a certain confidence to tear things up," he told British .

Bottega Veneta spring/summer 2020

Of course, the risk has paid off, not just in terms of the positive exposure the brand has received as a result (and the numerous awards Lee has already won) but in terms of numbers - wholesale orders have tripled, leading to "highly encouraging" sales growth, according to LVMH's third-quarter results, which came out last month.

Clearly, what Lee has managed to do is identify a new customer, not just for Bottega, but in today's fashion climate. Soon after being appointed, the designer said that it was time for the "done-up elegance" of Italian style to make a comeback - and this is what he has delivered. Embracing refinement, rather than anything too shouty or trend-led in his collections is a smart move in delivering what the millennial customer now truly wants - to build a wardrobe of high-quality capsule pieces that are cool, but will actually stand the test of time. So this idea, coupled with Bottega's reputation as a truly luxurious fashion house with supreme quality, has been the perfect recipe for success.
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How Daniel Lee became fashion's new boy wonder

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At last night's Fashion Awards, it was Daniel Lee's night. The creative director of Bottega Veneta took home four coveted accolades, including Designer of the Year and Brand of the Year. But, although this accomplishment is extremely impressive, it wasn't altogether unexpected.

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Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you are and what you really do.

Don't panic.

Before you get all hung up on what shade of green to use for your logo or what tone you're going to use when engaging with people on Twitter, you need to step back and take a look at the big picture.

What is Brand Strategy?

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.

(We'll get into that more in a bit.)

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

First, let's clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name.

In fact, your brand is much more than that -- it's the stuff that feels intangible. But it's that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other.

So to help you rein in what many marketers consider more of an art and less of a science, we've broken down seven essential components of a comprehensive brand strategy that will help keep your company around for ages.

7 Components for a Comprehensive Branding Strategy

1) Purpose

"Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it's not just making a promise that separates one brand from another, but having a defining purpose," explains Allen Adamson, chairman of the North America region of brand consulting and design firm Landor Associates.

While understanding what your business promises is necessary when defining your brand positioning, knowing why you wake up every day and go to work carries more weight. In other words, your purpose is more specific, in that it serves as a differentiator between you and your competitors.

How can you define your business' purpose? According to Business Strategy Insider, purpose can be viewed in two ways:

Functional: This concept focuses on the evaluations of success in terms of immediate and commercial reasons -- i.e. the purpose of the business is to make money.

Intentional: This concept focuses on success as it relates to the ability to make money and do good in the world.

While making money is important to almost every business, we admire brands that emphasize their willingness to achieve more than just profitability, like IKEA:

IKEA's vision isn't just to sell furniture, but rather, to "create a better everyday life." This approach is appealing to potential customers, as it demonstrates their commitment to providing value beyond the point of sale.

When defining your business' purpose, keep this example in mind. While making money is a priority, operating under that notion alone does little to set your brand apart from others in your industry.

Our advice? Dig a little deeper. If you need inspiration, check out the brands you admire, and see how they frame their mission and vision statements.

2) Consistency

The key to consistency is to avoid talking about things that don't relate to or enhance your brand. Added a new photo to your business' Facebook Page? What does it mean for your company? Does it align with your message, or was it just something funny that would, quite frankly, confuse your audience?

In an effort to give your brand a platform to stand on, you need to be sure that all of your messaging is cohesive. Ultimately, consistency contributes to brand recognition, which fuels customer loyalty. (No pressure, right?)

To see a great example of consistency, let's look at Coca-Cola. As a result of its commitment to consistency, every element of the brand's marketing works harmoniously together. This has helped it become one of the most recognizable brands in the world.

Even on the surface of its social media accounts, for example, the seamlessness of its brand is very apparent:

To avoid leaving potential customers struggling to put the disconnected pieces of your business together, consider the benefits of creating a style guide. A style guide can encompass everything from the tone of voice you'll use to the color scheme you'll employ to the way you'll position certain products or services.

By taking the time to define and agree upon these considerations, your brand will benefit as a whole.

3) Emotion

Customers aren't always rational.

How else do you explain the person who paid thousands of dollars more for a Harley rather than buying another cheaper, equally well-made bike? There was an emotional voice in there somewhere, whispering: "Buy a Harley."

But why?

Harley Davidson uses emotional branding by creating a community around its brand. It began HOG -- Harley Owners Group -- to connect their customers with their brand (and each other).

By providing customers with an opportunity to feel like they're part of a larger group that's more tight-knit than just a bunch of motorcycle riders, Harley Davidson is able to position themselves as an obvious choice for someone looking to purchase a bike.

Why? People have an innate desire to build relationships. Research from psychologists Roy Baumeister and Mark Leary best describes this need in their " belongingness hypothesis," which states: "People have a basic psychological need to feel closely connected to others, and that caring, affectionate bonds from close relationships are a major part of human behavior."

Not to mention, belongingness -- the need for love, affection, and being part of groups -- falls directly in the middle of Maslow's hierarchy of needs, which aims to categorize different human needs.

The lesson to be learned? Find a way to connect with your customers on a deeper, more emotional level. Do you give them peace of mind? Make them feel like part of the family? Do you make life easier? Use emotional triggers like these to strengthen your relationship and foster loyalty.

4) Flexibility

In this fast-changing world, marketers must remain flexible to stay relevant. On the plus side, this frees you to be creative with your campaigns.

You may be thinking, "Wait a minute, how am I supposed to remain consistent while also being flexible?"

Good question. While consistency aims to set the standard for your brand, flexibility enables you to make adjustments that build interest and distinguish your approach from that of your competition.

In other words, "effective identity programs require enough consistency to be identifiable, but enough variation to keep things fresh and human," explains president of Peopledesign, Kevin Budelmann.

A great example of this type of strategic balance comes from Old Spice. These days, Old Spice is one of the best examples of successful marketing across the board. However, up until recently, wearing Old Spice was pretty much an unspoken requirement for dads everywhere. Today, it's one of the most popular brands for men of all ages.

The secret? Flexibility.

Aware that it needed to do something to secure its place in the market, Old Spice teamed up with Wieden+Kennedy to position their brand for a new customer base.

Between new commercials, a new website, new packaging, and new product names, Old Spice managed to attract the attention of a new, younger generation by making strategic enhancements to its already strong brand.

So if your old tactics aren't working anymore, don't be afraid to change. Just because it worked in the past doesn't mean it's working now.

Take the opportunity to engage your followers in fresh, new ways. Are there some out-of-the-box partnerships your brand can make? Are there attributes about your product you never highlighted? Use those to connect with new customers and remind your old ones why they love you.

5) Employee Involvement
As we mentioned before, achieving a sense of consistency is important if you wish to build brand recognition. And while a style guide can help you achieve a cohesive digital experience, it's equally important for your employees to be well versed in the how they should be communicating with customers and representing the brand.
If your brand is playful and bubbly through Twitter engagements, then it wouldn't make sense if a customer called in and was connected with a grumpy, monotone representative, right?

To avoid this type of mismatched experience, take note of Zappos' approach.

If you've ever been on the line with a customer service representative from Zappos, you know what I'm talking about. If you haven't, check out this SlideShare which details some of its most inspiring customer support stories.

Zappos is so committed to ensuring that not only its brand, but all brands, remain consistent across digital and human interactions that they've dedicated an entire department to the cause called Zappos Insights.

Come join us and learn the Zappos WOW approach to customer service! Learn more about the Zappos School of WOW: https://t.co/g3tU4179q9 pic.twitter.com/eRkpcfYAKD
- Zappos Insights (@ZapposInsights) August 21, 2017

By holding all Zappos employees to its core values and helping other companies implement the same approach, Zappos has built a strong reputation for solid, helpful, and human customer service.

6) Loyalty

If you already have people that love you, your company, and your brand, don't just sit there. Reward them for that love.

These customers have gone out their way to write about you, to tell their friends about you, and to act as your brand ambassadors. Cultivating loyalty from these people early on will yield more returning customers -- and more profit for your business.

Sometimes, just a thank you is all that's needed. Other times, it's better to go above and beyond. Write them a personalized letter. Sent them some special swag. Ask them to write a review, and feature them prominently on your website. (Or all of the above!)

When we reached 15,000 customers here at HubSpot, we wanted to say thank you in a big way, while remaining true to our brand ... so we dropped 15,000 orange ping pong balls from our fourth-floor balcony and spelled out thank you in big metallic balloons:

And while it may have seemed a little out of the ordinary to some folks, for those who know our brand, the gesture made perfect sense.

Loyalty is a critical part of every brand strategy, especially if you're looking to support your sales organization. At the end of the day, highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you.

7) Competitive Awareness

Take the competition as a challenge to improve your own strategy and create greater value in your overall brand. You are in the same business and going after the same customers, right? So watch what they do.

Do some of their tactics succeed? Do some fail? Tailor your brand positioning based on their experience to better your company.

A great example of how to improve your brand by learning from your competitors comes from Pizza Hut:

@TheRealElysium You know our vote. ^AB
- Pizza Hut (@pizzahut) March 20, 2016

When a pizza lover posed this question to his Twitter following, Pizza Hut didn't miss a beat, and playfully responded in minutes, before Domino's had a chance to speak up.

If Domino's is keeping an eye on the competitors, they'll know to act fast the next time a situation like this arises.

For HubSpot customers, keeping tabs on your competitor's social mentions is easy using the Social Monitoring App. Check out this article to learn more about how to set up custom social streams.

And while staying in tune with your competitor's strategies is important if you want to enhance your brand, don't let them dictate each and every move you make.

Sure, you probably sell a similar product or service as many other companies, but you're in business because your brand is unique. By harping on every move your competitor makes, you lose that differentiation.

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Brand Strategy 101: 7 Essentials for Strong Company Branding

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Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you are and what you really do.

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As marketers, we know it's hard to acquire customers. We get their attention with content marketing and nurture them through cycles of emails, hoping that they'll bite and commit to our product. It's even harder when you're trying to market a product to so many different demographics-a 50-something who is unfamiliar with digital marketing is going to react very differently to a Facebook ad than a 20-something who is well-versed in digital marketing tactics.

As a millennial, I know when brands are targeting me online -I see your cute branding and slightly-sarcastic lingo!

But how can brands make sure they are targeting all the demographics effectively? Which generations respond best to telephone calls, who is most likely to shop in-store, or get hooked because your product is eco-friendly?

Don't worry. I've done my research.

In this post we'll examine the best online marketing strategies for targeting three key generational demographics. But first, a quick definition.
Short on time? Get our (free!) All-Star Playbook to Online Advertising, to read later.
What Is Generational Marketing?

Generational marketing is a marketing approach that uses generational segmentation in marketing communication. According to Wikipedia, a generation is defined as "a cohort of people born within a similar span of time (15 years at the upper end) who share a comparable age and life stage and who were shaped by a particular span of time (events, trends and developments)."

Now, on to the generational marketing strategies.

Looking for Gen Z? We've got you covered with these Gen Z characteristics and stats and these Gen Z marketing strategies.

Marketing to Baby Boomers

Who are Baby Boomers?

The group who still leaves and listens to voicemails. Baby Boomers were born between 1946 and 1964 and grew up during the American-dream, white-picket-fence era of post WWII. As their younger counterparts have taught boomers how to use technology, this generation is slowly embracing it. According to Pew Research, by 2014, 65% of adults aged 50-64 used social networking sites, with the vast majority engaging with Facebook to revive "dormant" relationships.

The Boomers are the most likely to misunderstand Facebook remarketing ads clogging up their Newsfeeds but still be receptive to direct marketing/sales tactics; they like to talk to real people. Boomers have the highest value as consumers in the market today! They spend the most money on each shopping trip, and as they are hitting retirement, they are more likely to splurge on items that aren't on the grocery list. Surprisingly, this generation even spends the most on technology-everything from premium cable to the latest smartphone.

5 Tips for Marketing to Baby Boomers

1. Take Advantage of Brand Loyalty

My aunts and uncles fall into the Boomer generation, and if I have learned anything from watching their shopping habit it is loyalty. When my uncle heard a rumor that his favorite deodorant (Old Spice Original) was changing their formula, he went out and bought enough to last him the rest of his life. Same thing happens when my aunts discover their favorite wines, they will buy every bottle Trader Joes has as if it's Apocalypse Now. If you can prove that your product is great quality and will be necessary for an indefinite amount of time, you should be able to acquire some Boomers as customers.

2. Go for the Up-Sell

A great way to capitalize on the extra cash Baby Boomers are dishing out is to utilize up-sells. In particular, this generation is a fan of entertainment, wine, and buy the most prescription medicine (I'm not kidding!). They tend to like knowing the value of a service-how it will make their lives easier-without feeling pushed. What better way to not be pushy than to ask if they'd like to add $10 per month for an extra 100GB of storage? According to Pro salesman Jeffery Gitomer, upselling can also help build better relationships with your customers; it's also much easier to upsell than to generate a net-new sale!

3. Tie in Cash-Back

Cash back can be a bit of a commitment for someone who isn't trying to spend a ton of money to earn it. Fortunately, Boomers are used to spending enough at certain places (commitment!) that cash-back programs have a good appeal. A great and obvious example of this is credit cards! 48% of baby Boomers already rely on credit cards, and would prefer to spend more as opposed to leaving money on the table. Most of the Boomers are I know are big fans of American Express because of the points they can generate through big purchases-which can then fund a vacation or buy a nutribullet for their niece...

4. If It Ain't Broke, Don't Fix It

This generation is the most susceptible to traditional marketing and sales tactics. Boomers tend to want to talk to a real person before they make a purchase-but don't call during dinner! Marketing tactics seen as intrusive on their personal lives are not welcomed, but traditional television and newspaper ads are okay! Because most Boomers reportedly use social media to keep up with long-lost friends, they are most likely going to report your Facebook Ad as spam.

They are also the least likely to read that long-form blog post; Baby Boomers report that the articles they like the most are only 300 words.

It may seem obvious, but Boomers are also the least likely to make a purchase on their smartphones-but this is a good chance to reevaluate your mobile checkout. Could your grandmother get through it seamlessly?

5. Plot Twist: Skip the Discounts

Baby Boomers are entering retirement or have been enjoying retirement for a few years already-something they've worked tireless to achieve. According to the AARP, US adults over 50 spend $3.2 trillion annually and have accumulated $15 trillion in financial assets; which is greater than the total GDP of countries such as Italy, Russia, the UK and France!

The over-50 crowd accounts for 50% of all consumer expenditures, but we marketers are only spending 10% of our budgets on them. There is a huge opportunity to grab those extra dollars that Boomers are dishing out! Try marketing full-price or "top-shelf" products to them. No one wants to be drinking $7 wine in their 60's, or buying used furniture on Craigslist for the house they just downsized to after their last 25-year-old moved out. Boomers are more likely going to be okay with splurging on themselves in retirement.

Marketing to Generation X

Who are Generation Xers?

The neglected middle child. Gen X is the smallest generation, born between 1965 and 1980 and often referred to as the bridge between Millennials and Baby Boomers. Gen Xers are now juggling child care, homeownership, and reaching the peak of their careers. Think of the 40-year-old who went to high school in the 80's and hated the first Bush era, and is now working in green energy and has little kids to contend with. This generation remembers how video killed the radio star and are more pessimistic about having enough money to retire.

Gen Xers are busy! They're dealing with children, paying mortgages and tuition, and working a LOT. Turns out, they're also on online-more than 80% of this generation reports that they are on Facebook, MySpace (what?!) and Twitter. They are more on par with technology adoption and use with millennials, and are more likely to be politically loyal throughout their lives than either of the other generations. Gen Xers claim to be the most dedicated to lists while shopping, but also fessed up to making the most unplanned purchases on their shopping excursions. This generation is our true hybrid when it comes to marketing. They grew up without the online shopping experience, so they still enjoy a trip in-store, but have fully embraced online shopping as well.

5 Tips for Marketing to Generation X

1. Everyone Loves Coupons

Gen Xers were just gaining momentum in the workforce when Great Recession hit. They don't think they can rely on Social Security after retirement. Gen Xers are saving up for college, home ownership, starting a business, and retirement-which leads me to...COUPONS. Personally, I think Blue Apron and Plated do a great job with this, while offering a product that would make Gen Xers' lives easier.

Though email marketing seems to be old news, it is still the best way to communicate with Generation X. This generation is already plugged into Outlook constantly for work and updates from family, it's natural that they would react positively to retail emails. Not to mention they are checking email at work, at home, on tablets and iPhones and desktops.

2. Be a Goody-Two-Shoes

As Erin mentioned in her post about marketing to millennials, do-good brands have seen an upsurge-organic, ethically produced products are in high demand. The same can be said for marketing to Generation X. This generation is less prone to moving in the waves of trends, and is more likely to buy a service or product that somehow benefits society or the environment. Toms is a good example of this-though not the most attractive type of shoe, their simple message of "one for one" bolstered this brand to success. A good way to push this branding is through Pinterest and Facebook!

3. Lifestyle Nurture Programs

Because Generation Xers are using social media so much, we marketers have a lot to draw on. Thanks to Facebook's insane amount of targeting options, we can send ads to new moms, for anniversaries, birthdays, and more. Some companies, like Petco, offer to send disposable items to your house at regular intervals with is a great way to never forget to stock up on kitty litter or dog food. Babies R Us and Toys R Us have a great email program that will send pregnant moms updates month-to-month, and then after birth with age-appropriate toys. This is a great way to establish and build customer loyalty -you know what's going on!-and make their busy lives a bit easier.

4. Give Gen Xer's a Break

Though this generation are self-professed savers, they're not saving it all for college tuition! About two-thirds of Gen Xers with a household income of $250,000 or more and half Gen Xers with incomes of less $250,000 plan on taking a vacation in the next 12 months. This is a big opportunity across the board! Even if vacations aren't directly related to your service or product, consider running a sweepstakes. Advertise how you can help while they are away-security companies, looking at you-or goods that they could use on vacation. It's likely that this generation isn't buying a vacation for one or two, but instead a family-friendly affair. Which means a lot of planning and money goes into it, use your marketing to win them over and they may use your service for years.

5. Plot Twist: Try Direct Mail

You may not expect what seems to be an outdated form of marketing to work with this generation. But, according to a study from InnoMedia, NuStats, and Vertis, 86% of this generation brings in the mail every day and 68% have used coupons they received in the mail. They are more likely to be receiving paper bills as opposed to electronic, and send birthday cards through USPS instead of email. The days of receiving Chinese take-out menus and newspapers of coupons in your mail box are not over!

Marketing to Millennials

Who Are Millennials?

The generation that is slowly taking over the workforce and out-numbering Baby Boomers, Millennials were born between 1981 and 1999 and came of age during the early 2000's. This generation is most widely talked to and about on social media and in pop culture- our blog is no exception! Millennials began entering the workforce as the economy crashed, and as a result, are the largest generation of entrepreneurs. They are notoriously soft-hearted and soft-shelled, valuing social issues far ahead of economics. According to the Brookings Institute, 64% of millennials would rather make $40,000 a year at a job they love than $100,000 a year at a job they think is boring.

That said, Millennials are an economic force! With $200B in annual buying power, smart marketers are turning to new channels to hook this generation. They are the least frequent in-store shoppers-which I totally understand, I just went grocery shopping for the first time in a month-but tend to spend large amounts when they do shop. This generation is the most responsive to online shopping opportunities, recommendations from friends and family, and are motivated by shopping ease. Millennials are reshaping the way that goods and services are being marketed by staying unresponsive to traditional marketing tactics. This generation decides where to eat based on Instagram pictures, chooses hair stylists from Facebook and has their groceries delivered to their door.

1. Focus on Innovation

Millennials love the next big thing. As comedies poke fun at trendy coffee shops and restaurants that are becoming popular through social media, Millennials are making the business owners a lot of money! Look at Apple-after Steve Jobs dramatically changed the way a traditional computer looked and felt, the Mac blew up. Even now, Millennials are 21.7% more likely to own a Mac computer and this the is the same generation that is infatuated with each new iPhone release. Think about the way the internet freaked out when Instagram copied Snapchat's approach of expiring, temporary shares? Or the popularity of online dating apps and photography drones. Marketing to Millennials should take an approach that shows a new perspective on a common problem or task.

2. Use Reviews!

Millennials are reshaping the way that goods and services are being marketed by staying unresponsive to traditional marketing tactics. This generation decides where to eat based on Instagram pictures, chooses hair stylists from Facebook and has their groceries delivered to their door based on a recommendation from a friend. Millennials like to talk and plan with their friends-68% report that they won't make a major decision until they have discussed it with people they trust-everything from what neighborhood to live in and how to find it, to where to go on a first date or start a business. Yelp has become a huge source of information for businesses and customers alike, as well as TripAdvisor and Rotten Tomatoes. A great way to market to this generation indirectly is to make sure your online reviews and customer experiences are up to par!

3. Connect with Millennials through Social Media Incentives

To try and harness the power of a millennial on social media, add incentives to your marketing plan. According to Yahoo, 63% of millennials would be more likely to "check-in" to a business on social channels if it meant they'd receive a coupon or discount; 20% off is enough of an incentive to prompt 50% of respondents to visit a retail location. That's huge! Another way is to add a gateway to an opportunity-yes, you can have the rest of this experience after sharing with 5 of your friends on Facebook or Twitter. Not only does this generate talk about your brand or product online, it can be a great opportunity to get sales leads for your business.

4. Utilize Rewards or Loyalty Programs

If it weren't for the tragic e. Coli scandal at Chipotle, their new loyalty program would have been the biggest news of the summer. Chipotle checks all the boxes for millennials; ethically farmed meats and veggies, vegetarian options, customizable but fast food with great advertising campaigns. According to the Harris Poll, 77% of millennials already do or are willing to participate in rewards and loyalty programs and 73% of smartphone users are interested in using their mobile devices to interact with brands' loyalty programs. . Among the stores already doing this and seeing success are Starbucks, Fro-yo places like Red Mango, and Boloco!

5. Plot Twist: Try Radio Commercials

Though radio advertising may seem like an old-school marketing trick, maybe video really didn't kill the radio star; it certainly didn't kill the podcast star. 93% of millennials report listening to the radio for a total of around 11 hours per week. In fact, more millennials listen to the radio than Gen Xers or Baby Boomers, and podcasts are becoming just as popular as Netflix shows (Serial, anyone?). If I ever find myself needing to create a website, it's very likely I'll choose Square Space as my platform of choice. Why? Because they sponsor my favorite podcast, Stuff You Should Know. Though I don't listen to the radio anymore since my commute has changed, I could tell you the place I'd get laser hair removal in Philadelphia and which bars had the best deals for Eagle's games. Even better, paying for an ad spot on the radio or podcasts helps out the show, and long live NPR!

Talkin' about my generation...

It is important to keep in mind that each generation is comprised of unique personalities, not all people will respond the same way. Don't throw your other demographic targeting and segmentation strategies out the window! Hopefully these marketing tips will help hook your target generation.

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Generational Marketing: How to Target Millennials, Gen X, & Boomers

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We've done the research! In this post we examine the best online marketing strategies for targeting three key generational demographics.

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After years in the fashion wilderness, the look-at-me logo is back. Whether it's on sweatshirts, T-shirts or bags, designers have rediscovered the guilt-free way for consumers to indulge in their fetish for brands: irony, and lots of it.

"The return of logos, especially those used in an ironic manner, makes sense right now," says Dana Thomas, author of the book Deluxe: How Luxury Lost Its Lustre. "Young creators, in music as well as in fashion, are turning to the 1980s for inspiration and that was the period when logo mania first hit hard . . . The new take on logos is more romantic, softer, and even humorous - it has all been filtered through the haze of time. We're all a bit more jaded, a bit more wise. We bought into marketing then; we mock it today."

American designer Alexander Wang has been at the forefront of this new logo wave, lasercutting his name into leather dresses, T-shirts and skirts for his spring collection. The DKNY collection featured its name in bold repeat on tracksuits, skirts, sweaters and anoraks. Then there was Marc Jacobs' swansong collection for Louis Vuitton, which opened with model Edie Campbell painted with Stephen Sprouse-designed Vuitton lettering. London Fashion Week designer Nasir Mazhar's first collection, for autumn/winter 2014, used clothes inspired by the 1990s group TLC and covered in his name. And for the past four seasons Kenzo has applied its name and tiger motif to sweaters, caps, bags and wallets - and the fashion crowd love it.

The concept of authorised "brand-jacking" is another thread to the knowing tone. Following the success of Brian Lichtenberg's line of sweatshirts and T-shirts bearing the legend "Homies" (in Hermès iconography) or "Féline" (in Céline lettering), other brands have been seizing on the taboo of counterfeit culture. In November last year, musician MIA collaborated with Versus Versace to create a capsule collection inspired by bootleg versions of Versace products.

More appropriation of brand imagery appeared in Ashish's spring/summer 2014 collection, which included sequinned garments emblazoned with the words Coca-Cola. Jeremy Scott's Moschino collection for autumn/winter played with images from mass-market brands such as McDonald's and Hershey's and cartoon character SpongeBob SquarePants, while Anya Hindmarch used graphics from household products. (See: Fashion for laughs, March 29).

So far, so tongue in cheek, subverting the idea of what constitutes a "luxury label"; but this ironic stance enables consumers to have their cake and wear it when it comes to bold branding.

"We're seeing our core customer in her thirties or forties mixing and matching logos with high-end looks and understated separates," says Ben Matthews, buying manager at Net-a-Porter. "Logo-emblazoned pieces are also a fun way for a younger customer to buy into a brand. And, for those of us that remember logo mania the first time, these pieces bring about a sense of nostalgia. It's linked to the move towards sportswear and streetwear we have seen on runways in recent seasons."

Valerie Steele, director of the Museum at New York's Fashion Institute of Technology, says: "It's also playing to the current idea of "high low". Céline and Louis Vuitton, for example, have both referenced the famous Tati print [synonymous with the French budget store Tati]."

The rise of Instagram also has a lot to do with the trend. The latest wave of logos - bold, often garish - is perfectly suited to, and, perhaps, cynically optimised for social media. By creating something shareable and recognisable, labels are muscling in on the digital dialogue.

Many have tried to co-opt the selfie. For example, this February Calvin Klein sent out classic CK 1990s underwear with logo-bedecked waistbands to bloggers and models, including Kendall Jenner, Miranda Kerr and Leandra Medine, editor of the blog The Man Repeller, inviting them to photograph themselves in the pieces with the hashtag #mycalvins. Since then, thousands of the brand's fans have joined the parade, uploading their own pictures. Jenner's snap received a million "likes" in three days.

Is this latest wave of logo mania, even if ironic, anything new? Andy Warhol, in the 1960s, was one of the first to comment on the ubiquity of branding with his Campbell's Soup and Coca-Cola screen prints. Since the 1980s boom, logos of global luxury brands were appropriated first by hip-hop, and then once again by luxury, while being deconstructed and parodied even further by the art world.

"To me it's just old now and really lacking in a new idea," says Ed Burstell, managing director at Liberty of London. "Cool and underground logo referencing has been going on for the past few years. I think it's just a rehash."

Steele adds: "The cleverness varies - irony in fashion is a little tired. It's also a tricky rope to walk for brands. If a reference is too insider, it seems almost Masonic. If it's too open, everybody gets it and it's not seen as cool. There's a sweet spot."

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The name game: investing in look-at-me labels
Clothes and accessories with obvious branding might be back in fashion now but will they be collectors' items of the future? While certain brands will command a premium in vintage fashion boutiques, they have, of course, to be the right brand and the right era, writes Emma Firth.

At vintage store Rellik in west London, co-owner Claire Stansfield says: "People will spend a lot of money for something that has a logo on it. Take Chanel costume jewellery from the 1980s - what sells it is the logo. People want someone in the street to be able to recognise instantly what they are wearing."

At vintage website atelier-mayer.com, founder Carmen Haid says when it comes to clothes and accessories increasing in value, "a logo helps to make an item more sought after and desirable in the long term because people identify with it more easily." However, she adds that, "it really depends which designer, which year and whether it was in an important collection. One example of something that has increased is the Louis Vuitton Murakami bag, which was limited edition."

In terms of investing in heavy branding this season, Haid's advice is to look for "pieces that aren't too mass produced".

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matchesfashion.com net-a-porter.com louisvuitton.co.uk nasirmazhar.com moschino.com anyahindmarch.com turnbullandasser.co.uk relliklondon.co.uk atelier-mayer.com More of this week's Style stockists

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After years in the fashion wilderness, the look-at-me logo is back. Whether it's on sweatshirts, T-shirts or bags, designers have rediscovered the guilt-free way for consumers to indulge in their fetish for brands: irony, and lots of it.

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Fashion goes in cycles, and it looks like a flashy one is coming back into vogue: showing off brand logos.

Upscale handbag label Coach is one telling example. Its Signature logo C line, which at its peak accounted for 70% of its global retail sales before crashing in popularity and being retired, is about to be relaunched in March.

"What we are seeing there is a part of global movement in luxury brands toward a higher penetration of logo product," Josh Schulman, CEO and brand president of the Coach brand, said on a conference call Tuesday, when Coach parent Tapestry, which also owns Kate Spade and Stuart Weitzman fashion labels, reported better-than-expected second quarter results.

However, Schulman is not oblivious to the brand's painful logo lesson: When the C logo line became ubiquitous, it lost its aura of exclusivity and ended up hurting Coach's brand image and sales. The company embarked on a turnaround that included the 2013 hiring of British fashion designer Stuart Vevers as its executive creative director and the 2016 signing of pop star Selena Gomez as brand ambassador. The logo collection all but disappeared from Coach's retail assortment and marketing campaigns, Schulman has said.

"We want to be very clear though that we're going to take a very measured and disciplined approach in how we reintroduce this into retail," he said on the call Tuesday, adding responses to the new collection from both the fashion press and its wholesale customers including Neiman Marcus have been "terrific."

Industrywide, global growth in the $40 billion premium handbag and accessories market has been "driven by the strength of luxury logo products," Tapestry CEO Victor Luis said in November when the company reported its first-quarter results. That proves "that brands absolutely still matter," Luis said, describing it as a "logo trend sweeping the market."

Under Vevers, Coach's new Signature line involves what Schulman has described as "fresh take," including "re-colored" logo or designs trimmed with burnished leather. Gomez also will play a part in driving buzz for the re-launched line.

"This trend is an industry trend and it's a very cyclical part of the business," Schulman said in November. "Every few years, there is a big cycle around logo....(Vevers' design) really sets the tone for our most elevated assortment."

A case in point, on Coach's website: a Coach 1941 Signature clutch is available in colors from wine to beige. Another clutch mixes the C logo with a floral design.

In another sign of the resurgent demand for logo products, Coach actually lost some sales in its outlets in recent quarters because it didn't catch the trend early enough and didn't have enough in stock to meet customer demand, Schulman said.

And it's not just an outlet customer thing.

"What's really interesting for us is we are seeing demand in our outlet channel, but we're also having requests for more logo product coming from our most elevated wholesale partners around the world, like Le Bon Marché in Paris and Saks Fifth Avenue in New York."

Also expect to see the company explore an expanded logo line opportunity for Kate Spade, Luis said.

In another example of the new logo twist, LVMH has partnered with New York-based fashion brand Supreme on a line of sweatshirts, denim and other items that feature the mixed Supreme Box Logo with its own signature LVs. The French luxury house has credited the collaboration in contributing to its fashion and leather goods business group's 13% organic revenue growth in 2017.

Meanwhile, lower down the price spectrum, Abercrombie & Fitch, which in 2014 announced it would scrub most of its logo products from U.S. stores, appears to also see some return in demand for its logo items. Company CEO Fran Horowitz said in November logo shirts partly contributed to the company's improved business for men. In fact, on Abercrombie's website for men, about half of the top 20 items on a page listing men's hoodies and other tops all have its namesake legend.

Riding the new wave of the logo trend is one thing, but balancing it against increased consumer demand for personalized items that no one else has is yet another.

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Flaunting Logos Is Making A Fashion Comeback

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Fashion goes in cycles, and it looks like a flashy one is coming back into vogue: showing off brand logos. Upscale handbag label Coach is one telling example. Its Signature logo C line, which at its peak accounted for 70% of its global retail sales before crashing in popularity and being retired, is about to be relaunched in March.

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BOTTEGA VENETA "ART OF COLLABORATION" BOOK

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A short film produced with Tom Lisca and Filippo Silvestris a.k.a. Underdog Pictures, to celebrate the launch of Tomas Maier book - "The Art of Collaboration". The book recounts the campaign he shot with the world's foremost photographers, including: Nobuyoshi Araki, Lord Snowdon, Nick Knight, Annie Liebovitz, Philip-Lorca Di Corcia, Nan Goldin, Peter Lindbergh, Robert Longo, Erwin Olaf, Robert Polidori, Alex Prager, Collier Schorr, David Sims, Larry Sultan, Sam Taylor-Johnson and Juergen Teller.

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BOTTEGA VENETA ART OF COLLABORATION FALL 2016 FILM CAMPAIGN

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Welcome to 404 NYC - the perfect New York City venue for weddings, bar/bat mitzvahs, corporate events, fundraisers, and more. Our multi-level, 7,500 square foot event space, located in the exciting Midtown West/Hudson Yards neighborhood, can be transformed to be the ultimate location for all of your event needs!

It is the mission of 404 to provide a competitively priced, transformable event space in Midtown West NYC for social and corporate events. 404's professional management team and dedicated preferred vendors aim to maintain a streamlined process for all clients.

CORE VALUES

Dedicated Professionalism

Open-Door Communication

Versatile Accommodation

# data[].attributes.attachment_link.description
Welcome to 404 NYC - the perfect New York City venue for weddings, bar/bat mitzvahs, corporate events, fundraisers, and more. Our multi-level, 7,500 square foot event space, located in the exciting Midtown West/Hudson Yards neighborhood, can be transformed to be the ultimate location for all of your event needs!

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Some years ago, Bill Gates wrote the book Business @ the Speed of Thought. In the book, he explained how technology and digital infrastructures can put businesses ahead of their competition.

However, the book already seems outdated...the internet in its early stages and the technologies integral to business operations back then are now obsolete. But the basic premise of the book still stands-due to evolving technology, business moves fast. And so do their marketing efforts.

In 2013, 76% of those asked in Adobe's Digital Distress survey felt that marketing had changed the most in the past 2 years than the previous 50. Well, this is Q4 of 2018, 5 years later. And digital marketing is still going strong.

The basic tenets of marketing like crafting powerful messages to attract your ideal customers still remain. However, the channel or method of delivery of your message now includes a full gamut of SEO optimization, customer acquisition, retention, engagement, pay-per-click, social media, search advertising, and more.

Businesses that move fast continue to gain more customers and profits as slow movers get left behind.

And if you're reading this guide, you are probably ready to take your company's marketing to the next level. So, here are some trends and innovations to pay attention to or start applying in the new year:

1. Artificial Intelligence Will Get a Little Too Good at Profiling Buyers

Artificial intelligence will definitely be pulling its weight in the marketing world this year as AI is now powering customer segmentation, retargeting, push notifications, click tracking, you name it - in a limitless combination of possibilities. It's even creating content now!

How you put AI to work for your digital marketing portfolio depends on your goals and your channels. But if you're not already working with digital marketing teams and partners who know and leverage AI in their marketing intelligence and delivery systems, you're falling behind.

According to a study by Blueshift, 28% of marketers are using AI for product recommendations and 26% are using it for campaign optimization.

Apart from this leading to more sales, using AI can also help you improve your customer service. According to a Forrester's Global State of Artificial Intelligence Online Survey, 57% of businesses are using AI to improve their customer experience and support while 44% are using AI as a means to provide the ability to improve upon existing products and services.

But how does artificial intelligence help businesses to achieve growth goals? One of the main ways is through personalization. Businesses can now personalize their marketing to each lead to turn them from a marketing qualified lead (MQL) to a sales qualified lead (SQL).

In an online marketing survey by IDC in collaboration with Criteo, 67% of marketers believe that AI is currently delivering personalized headlines and advertising copy while 66% believe its delivering personalized advertising design formats and initiating personalized advertising creative.

Even 64% believe it will deliver real-time personalized advertising insertions and optimized message targeting by 2020.

Despite the obvious benefits of AI to businesses, very few businesses are currently using it. For instance, in the same survey by IDC, 83% of marketers are aware of AI but only 14% have implemented it into their marketing strategies.

What are some ways you can become more comfortable with AI? One quick tip to prep for future AI-powered image-search shopping features is by using ample, high-quality images of as many of your own products as possible and make sure they're labeled with appropriate alt-text. This will give the online robots more to work with as AI and machine learning gets more popular.

2. Chatbots

Human beings are social animals. And part of that is interacting with other humans, having a voice and being heard. This is why social media networks like Facebook and LinkedIn are so popular.

However, constantly engaging in social media is not the end-all answer to becoming closer to your customers- you can install a chatbot on your website to interact with website visitors on their terms.

With the improvement in artificial intelligence over the years, chatbots have improved by having the ability to hold a basic conversation with visitors and answer most-asked questions like a live human customer support representative would.

Even though many websites have been offering live chat support systems with live representatives on the other end for years, the system has still not been robust as people still experience long wait times.

A chatbot is cheaper than a customer support person because it doesn't have to be staffed and it can answer visitors' questions almost immediately.

Leadpages installed a chatbot by Drift on its website with the goal to immediately answer questions without using a real person.

After a period of time, the chatbot was set to greet visitors which alone increased the number of monthly conversations from 310 to 1,168- a 267% increase. Leadpagesalso saw a 36% overall increase in their conversions from the use of chatbots.

Leadpages also uses chatbots to start a conversation based on the page the visitor is viewing.

For instance, they used it on the product comparison page of their company Drip which led to a 30% chatbot open rate and a 21% click-through rate.

Amtrakuses its "Ask Julie" bot to help travelers book tickets on their website and book their tickets for those trips.

Using Ask Julie helped Amtrak save $1 million in customer service costs in a single year and they generated 30% more revenue per booking and got 25% more bookings with Julie.

With the continuous improvement in artificial intelligence, chatbots will improve as well.

3. Omnichannel Marketing

Consumers are now more sophisticated than ever and find their information through many channels. Initially, multichannel marketing was introduced to allow prospects to communicate with businesses through various channels.

For instance, prospects can be introduced to your business through Twitter, Facebook ads, or stopping into your brick and mortar store. Email subscribers can communicate through email and website visitors can communicate through chat or comments. But even though multichannel marketing was a step up from single-channel marketing, it didn't solve consumers' problems.

That's why omnichannel marketing provides a better experience for your prospects because it provides a seamless and consistent communication process to prospects and customers across all channels.

For instance, you may start interacting with a customer on a social media network and then it continues through your SEO rankings and eventually through email. Eventually, you get the prospect on the phone which turns into a sales qualified lead.

The main aim of omnichannel marketing is for you to be able to keep track of the prospect's interactions even though they're interacting with you through different channels. In turn, your customers will be impressed that you're paying attention to the details about your previous interactions and that you really care.

Research by Invesp shows that companies with omnichannel customer engagement strategies retain on average 89% of their customers compared to 33% customer retention rate for companies with weak omnichannel strategies.

To implement omnichannel marketing for your business, find a customer relationship management (CRM) program that helps you to keep track of your interactions with customers on different platforms.

This helps you move your prospects effectively through the sales funnel even when your prospects are communicating on many channels. With the use of omnichannel marketing, Net-a-Porter achieved a 16.9% year-over-year growth to create revenues in excess of $3 billion in 2017.

4. Accelerated Mobile Pages (AMP) and PWA

Search engines drive a huge amount of traffic, especially on Google. And about 60% of search traffic on Google comes from mobile devices. As a website's load time increases, its bounce rate increases which could negatively lead to a lower Google ranking.

This need for speed led to the AMP project initiated by Google. AMP pages load in less than 0.5 seconds creating a lower bounce rate for your page.

Even though Google has not listed AMP as a ranking factor, the lower bounce rate as a result of using AMP is a positive sign. Currently, there are more than 4 billion AMP pages on the web.

Progressive Web Apps (PWA) exist as a middle ground between your normal responsive website and a native app.

More so, PWA offers the benefits of a mobile site and a native app without their downfalls. Advantages of PWA on your website include:

Flipkart gets one-third of its total visits and 60% of its mobile internet purchases from rural areas with poor internet service. These visitors find it difficult to use their mobile app. But with a PWA, Flipkart got 60% of users who had uninstalled their app to come back through their mobile site.

AMP allows your website to render fast and could improve your website rank on Google searches while PWA eliminates the high cost of building a mobile app and provides the same great experience to visitors on your mobile site.

Speaking of increased mobile use...it's a steady powerhouse that is not going anywhere anytime soon. Revenue for social media ads is expected to rise from $67B to $93B in 2019, and most of that growth is powered by mobile spending.

In this upcoming year, we'll see more spending, optimized mobile video and graphic experiences, and great social media ad campaign management. Because like search ads, social media spending requires engagement and a lot of experimentation to become profitable. But once you get the mix right, it will become one of your most reliable growth channels.

* An additional note about push notifications, expect to see it as the new remarketing tool in 2019. GDPR may have shaken email out of its hot seat, but push notifications were waiting in the wings to pick up the slack for remarketing. In fact, push has been rising in the ranks of marketing power tools since 2014 and in recent months, due to a new burst of AI-based push platforms, push has become an unbeatable way to engage, re-engage, and retain customers.

But uses this comes with a huge caveat - your push notifications MUST add value for the user, otherwise push becomes a negative force in your marketing efforts by prompting unsubscribes.

You need the right number of notifications, yes, but more importantly, you need to be sending them at the right time, with the right content, for the right user. AI is making that easier and easier to achieve. And the click-through rates are irresistible.

5. Email and Marketing Automation

Email has been a popular tool for a long time, but email 15 years ago is different from what it is now.

What's the main difference? Personalization - the key in making customers spend more. According to Jainbrain:

Now, businesses can send different emails to different subscribers based on their interests, which is usually determined by the content they engage with.

Faster loading time: Website visitors want a fast website and PWA loads faster than your average mobile site. And faster than a traditional mobile native app. Faster load times are something Google loves to see, thus improving your SEO visibility.

Better website experience: A PWA gives users a better experience than through a simplistic mobile site that may not have all of the features they're looking for.

No need for user download: Users can have all the features of your native app without having to download your app in the app store or competing with other apps.

Eliminates app development costs: Building an app requires a lot of money and time. By building a single PWA, users on any kind of operating system can have the same view without you having to go through all the time and hassle of app development.

Users can create a shortcut on their smartphone: Without downloading an app, users can create a shortcut through their mobile browser that allows them to access your website easily and efficiently. It also supports push notifications* to keep visitors updated.

Personalization makes email more effective. However, personalization is not only applicable to email- it's applicable to all your marketing efforts.

Plus, the new GDPR consumer protection ordinance that recently took effect ensures that the people receiving your emails want to receive them by clearly opting into your marketing communication. Although it adds a few extra layers to reaching people, it means you're now emailing the people closest to closing - the warm leads and happy consumers, the people most likely to buy and buy again.

To improve your email communications, start repurposing it as a lead nurture and customer engagement tool. Use it to encourage learning and behaviors most closely associated with the big buyers in your database.

Marketing automation has been a trend for a few years now. But it's a trend that will continue to grow in 2019 because of its many benefits including:

6. Video

With platforms like Netflix, YouTube, Amazon Prime Video, Facebook Live, video is a big trend online that will continue to grow.
Traditional content that people had to watch on their TV in the past is now available through their smartphones at the touch of their fingertips.

According to Cisco, 82% of internet traffic will be through video by 2021 but you don't have to wait till 2021, you can start taking advantage of the trend now.

As consumers spend more time on their smartphones watching videos, advertisers are expected to spend $20 billion on mobile video in 2019, up from $2 billion in 2015.

In a 2017 Facebook earnings call, CEO Mark Zuckerberg said, "I see video as a megatrend. That's why I'm going to keep putting video first across our family of apps."
One of the main drivers of the mobile internet video market is creating live, in-the-moment videos. Cisco reports that by 2021, live video is going to make up 13% of total video traffic compared to 3% in 2016.

Here are some reasons why live video so attractive and expected to grow:

i). It's authentic: In some cases, editing may take the originality out of it and smart consumers know that they are only being shown what the business wants you to see. But with live video, viewers can see events as they occur and there's no feeling of a "doctored" video.

ii). It's cheaper: Editing videos and other production costs can eat into your marketing budget through time and labor. With a live video, your only need is a camera and internet connection.

It eliminates time wastage: If your marketing representatives have to manually copy lead information, then they're spending precious time they could have used to contact more leads- wasting man-hours and money.

It minimizes error: Your marketing reps are humans that can forget to copy a lead's contact details or call them. Marketing automation software has all the records and can send alerts to help your people stay on track.

Marketing automation increases collaboration: One of the main issues with businesses today is a lack of collaboration between the marketing and sales department. Lack of collaboration means the sales department doesn't get all the details they need about a lead from marketing and vice versa. Marketing automation software makes all the information about a lead or customer available to any department that needs it, eliminating silos.

iii). It activates FOMO: With an uploaded video, social media users can always come back to view it. For a live video though, there's some thrill in watching it live.

There are many ways you can apply live videos for your business. Some are:

i). Hosting an industry event: When your business hosts an industry event, it can be an opportunity to establish your reputation in your industry to prospects and customers by recording it as it happens.

ii). Product launch: This is one way to add glamour to your product launch. You can create more awareness for your product and viewers can see the demonstration of how to use it.

Apart from live videos, there are many other ways to use video for your business. Many website visitors today prefer watching videos to reading a text because it's easier to visualize the concepts.

Having video versions of your written content gives you an opportunity to reach a wider audience and when you consider that YouTube is the second largest search engine, then it creates a lot of opportunities you can generate for your business.

7. Voice Search

With the improvement in voice recognition, voice searches have been increasingly getting more popular. Smart speakers can be used to order items and control smart devices in your home solely through verbal commands.

According to a study by OC&C Strategy Consultants, voice commerce was a $1.8 billion retail segment in the U.S. and $200 million in the U.K. in 2017. This value is expected to rise to $40 billion in the U.S. and $5 billion in the U.K. by 2022.

There are many reasons why voice command leads to profits. Some of them are:

i). Voice search is easier: It's easier and safer for people who are on the move to talk to their phone rather than type. With voice command, you can still type while walking without breaking your stride.

ii). Voice search is faster: People can talk faster than they can type, which means they can also perform a voice search faster.

Now, you may be wondering how these affect your business. Here are a few reasons why you should optimize your website for voice searches:

The same study found that 31% of smart speaker owners have added an item to their cart to review it later to purchase and 29% have researched an item they are interested in.

3) The majority of people using voice search are performing a local search: When people perform a voice search, they're usually looking to buy from a local business.

To optimize your website for local SEO rankings and voice search, you need to note the following:

* More about creating voice-command friendly content: Some experts think voice could comprise 50% of 2019 searches. Therefore, this makes long-tail SEO strategy more vital than ever. Why? People tend to voice search with full sentences and questions, not a specific domain name or a few keywords. Factors like loading time and site organization are also becoming more important in an age of quick, on-the-go mobile and voice search.

Think about your own website and its loading time. Is it worth investing in a professional audit and a capable web designer experienced in optimizing for mobile and voice search to stay up with the trends of 2019?

Also, as search engines grow more and more sensitive to user intent, it becomes increasingly vital that every image, video, and piece of content is appropriately tagged with meta descriptions and alt-text. Search engines use these bits of information to promptly categorize and serve up your content to users. Without them, you lose traffic - more so in 2019.

8. Augmented Reality or Virtual Reality

How powerful will your marketing be if your prospects can test your product right now before making any commitment? You can eliminate most of the risk that prospects take when they decide to buy your product for the first time.

Using augmented/virtual reality to release your product ensures that there's no risk on your prospect's part and shows that you are ahead of the game. Here's a breakdown between the two:

Augmented reality inserts objects into a real-life setting. This allows people to add an item to an environment and see how it will look like when the object is included in it.

Virtual reality creates a completely new environment that an individual can experience and besides using it in games, businesses can also use it for marketing purposes.

Voice search usage is increasing on mobile: in 2016, voice searches accounted for 20% of searches on Android devices and it's only getting higher.

Smart Speakers are becoming more popular: with the introduction of Amazon Echo a few years ago, followed by the Google Assistant and Apple Home pod, smart speakers are becoming popular household items. According to research by NPR and Edison Research, 39 million Americans currently own a smart speaker.

Both technologies have been increasing in usage over the years. According to eMarketer, 48.1 million Americans will experience augmented reality at least once per month in 2018. That figure is expected to rise to 54.4 million in 2019.

Likewise, 36.7 million Americans are expected to experience virtual reality in 2018. That figure will probably rise to 49.2 million in 2019. And Business Innovation Center predicts that the AR/VR technology will reach a market volume of $150 billion by 2020.

One of the most popular applications of augmented reality is from IKEA.

With IKEA's augmented reality app, individuals about to buy a piece of furniture can see how it will fit into space they want to put it in. The app got 8.5 million downloads and many potential buyers.

Voice searches are usually longer than typed searches: Since they're way easier, voice searches tend to be longer than typed searches. Therefore, optimizing your content for long-tail keywords* is important if you're targeting voice search.

Voice searches are conversational: Most people perform voice searches like they're talking to someone else so it's important to make your website content conversational.

To give people a glimpse of what driving in its new SUV is like, Volvo used the Google Cardboard to take users through a mountain drive in the Volvo XC90 luxury SUV using virtual reality. How nice is it to virtually drive a car before you have to drive it?

9. Native Advertising

People are exposed to many ads on a daily basis. Here's an example of a native ad on The New York Times website.

But most prospects don't want blatant selling or feel like a product is pushed down their throats. In some cases, website visitors get pop up ads that interfere with their user experience.

It frustrates the user when ads make it difficult to view a web page in peace which is one of the reasons the number of installed ad blockers has been increasing over the years. In 2016, 24.4% of U.S. internet users blocked ads. That figure is expected to rise to 30.1% in 2018.

Since prospects are already using ad blockers, one way to get your message across is through native advertising.

The main essence of native ads is that they're not supposed to look like ads. And in most cases, a native ad would be mistaken as normal content on a page if it's not labeled as an ad.

The most popular way that native ads are used is on social media where users are most receptive. Apart from social media, Amazon is also playing a major role in the growth of native ads.

eMarketer expects native ads to grow faster than the total U.S. display market. The amount spent on native ads in 2018 is expected to reach $32.9 billion, 58.3% of the total display ad spending. In 2019, this is even expected to rise to $41.14 billion, 61.4% of the total ad spending.

They further explained in the report that 77% of all mobile display ad dollars will be spent on native ads and 96% on native social advertising.

Below is an example of a native ad on apartment therapy by the Mindy Project show on Hulu. One thing you'll notice is that the ad suits the website's content about apartments:

With the use of native advertising, Toshiba got a 0.78% engagement rate on its ads compared to 0.14% that it got through traditional mobile ads.

10. User-Generated Content

One of the best ways to market your product is to show your prospects how your current customers are using it. There are 2 advantages that user-generated content has over most of the other marketing channels available to a business:

i). It convinces prospects: With user-generated content, your current customers are marketing your products for you. It's like a word-of-mouth campaign. Your customers have nothing to gain, but a sense of belonging.

According to Bazaarvoice, user-generated content has an impact on the buying decision of 84% of millennials and 70% of baby boomers.

ii). It's free: You don't have to spend on this type of marketing. And it's more effective than most of the marketing channels you use. In fact, its biggest appeal is that it's free.

Prospects are persuaded because a consumer who understands their needs is marketing your product.

Tourism Queensland wanted to build more awareness for its brand. It told people to apply for the best job in the world. And it went viral as 35,000 people created video applications. This led to an estimated $368m in media coverage, 8.4 million unique website visits, and 55 million page views.

11. Events and Experiences

They might seem like one-off blips on your marketing radar, but real-life events where people can network, celebrate, and hang out together are actually fuel for your digital marketing efforts.

Millennials, who now own big-time Fortune 500 buying power, have resurrected record players creating 12 times the growth in sales. This generation grew up in a virtual world, yet as adults they spend their dollars inordinately on physical objects and real-life experiences.

So when brands decide to appeal to a younger, cooler market, they branch out into the real world, not just the virtual one. Pop-up brand experiences, festival appearances, local events small and large - any unique, colorful, tangible, memorable way customers can interact with your people and your products is the wave of the future.

12. A Rise in Adwords

If you're like everybody else in the digital marketing universe, you'll be spending more marketing dollars on Adwords in 2019 than you did in 2018. Search advertising revenue has been marching up and to the right since 2016, and will continue to do so for the foreseeable future.

Why? To put it plainly, search ads work when you manage them well. If that surprises you, it's time to get a PPC agency to reevaluate your Adwords strategy. A mismanaged suite of PPC ads can drain your budget, but with the right planning, oversight, and optimization, your Adwords spend will become an ROI machine, and investing even more in 2019 will be a given.

Stay Aware of Trends but Remember The Big Picture

2019 is a digital marketing year to look forward to. With these new trends, there are enough ways to attract more customers to your business and satisfy them. However, there's a lot of work to be done to stay ahead of the marketing curve in 2019. Lots of content work to stay afloat amid Google's algorithm changes, planning and set up to make great use of AI for marketing, reimagining and repurposing email as a nurture tool, thoughtful positioning to take advantage of the potential in push notifications...the list goes on and on.

Even with great teams in place, it's good to have an expert SEO company in your corner keeping an eye on the big picture. If you need a trusted crew of experts to help you audit your 2019 marketing plans, Cardinal Digital Marketing can help.

So knowing what's to come in 2019, which strategies are you planning to implement in the coming year?

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10 Digital Marketing Trends and Innovations For 2019 | Cardinal

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The basic tenets of marketing like crafting powerful messages to attract your ideal customers still remain in 2019. However, the channel or method of delivery of your message now include a full gamut of SEO optimization, customer acquisition, retention, engagement, pay-per-click, social media, search advertising, and more.

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kering financial performance press release

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kering financial performance press release

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The hint of a revival seems to be on the horizon for Bottega Veneta. Sales for the Italian luxury label owned by the Kering group have been declining for the last three years, but in the fourth quarter 2018 the downturn eased a little, with sales down only 3%. While the label's direct retail sales, which account for 82% of total revenue, lost 4%, revenue for the wholesale channel grew by 2% thanks to a commercial reorganisation focusing on "the partners with the highest potential."

The new ad campaign for Spring 2019 - Bottega Veneta

"Bottega Veneta reached a new milestone in its repositioning in 2018, after appointing Daniel Lee as creative director in June. In this transitional scenario, the label experienced a subdued financial year, with a revenue of €1.109 billion, down 5.7% in published figures and 3.4% in like-for-like terms," said Kering's chief financial officer, Jean-Marc Duplaix, speaking at the presentation of the group's annual results.

Bottega Veneta, chiefly known for its leather goods expertise and the famous intrecciati (woven) leather bags, lost ground especially in its 279 monobrand stores, whose sales decreased by 5% in 2018, with a negative peak of -12% in western Europe. The label was affected by the decrease in tourist spending in Europe, a region which accounts for 28% of its total revenue, and could not compensate in the other regions where it operates, Asia-Pacific (39% of revenue), Japan (16%) and the USA (11%).

Recurring operating income in 2018 was €242 million (-17.7%), with profitability at 21.8%. This weakening was the result of mounting operating costs linked to the label's relaunch. Bottega Veneta invested above all in its own stores, to improve the customer experience and the label's visibility through new locations, store renovations and prestigious openings, such as the six-storey, 800 m-square-metre flagship it opened last December at 5-6-1 Ginza Chuo-Ku, in Tokyo. Also, a new interiors concept for the label's stores will be unveiled in the course of this year.

Bottega Veneta was bought by Kering in 2001, and it soon boomed, recording double-digit growth from 2005 until it topped the €1 billion mark in 2015. That was also the year in which the label began to slow down significantly, its revenue posting a negative result in the fourth quarter 2015. Bottega Veneta was penalised by its very high price positioning, its extremely exclusive image and marked reliance on Asian customers, as well as by weak range diversification and by a perceived lack of creative rejuvenation.

The new Bottega Veneta megastore in Tokyo - DR

Kering appointed a new CEO for Bottega Veneta, Claus-Dietrich Lars, in September 2016, but it waited another two years to replace Tomas Maier, who was in charge of the label's style for 17 years, with Daniel Lee, hired from Céline, where he was the director of ready-to-wear design.

British designer Lee, 32, immediately set to work to revamp the label's brand image. Bottega Veneta's Instagram account was blanked out and reset, and the pictures lensed by Tyrone LeBon for the first advertising campaign supervised by Lee heralded a more relaxed, uncontrived mood, a far cry from Tomas Maier's faultlessly sophisticated ladies.

While staying true to the label's high-class luxury and its artisanal expertise, Lee breathed into it an unfussy yet sensual style, which was positively received by buyers after the presentation of the Spring 2019 pre-collection.

"The feed-back has been good, in terms of opinion and orders placed. There is a market segment in which this kind of creativity is in high demand, and which isn't currently exploited by other labels. It's a genuine opportunity for Bottega Veneta," said the boss of Kering, François-Henri Pinault.

"Daniel's creative power will enable us to boost the label's visibility and especially its appeal via an expansion of the ready-to-wear collection, which will pull other product categories in its wake in terms of growth," added Pinault. The goal is to engineer a radical transformation of Bottega Veneta "into a global womenswear and leather goods label, and not a leather goods and womenswear one, as was the case before."

The group wants to deploy with the Italian label the recipe that was so successful with Balenciaga, Saint Laurent and above all Gucci, whose powerful, highly recognisable image was built by creative director Alessandro Michele starting from ready-to-wear. "Apparel is the most creative product category. It's where a label's desirability stems from, through its image and story-telling. Even if the share of overall revenue accounted for by ready-to-wear is relatively modest, the latter is far and away the driving category for a fashion label and the loyalty of its clientèle," said Pinault.

Bottega Veneta's sensual new look by Daniel Lee- Bottega Veneta

Leather goods currently account for 84% of Bottega Veneta's total sales, while ready-to-wear accounts for 6%, footwear for 7% and other products for 3%. The plan is for ready-to-wear to reach 15%. "Daniel is brushing up all the categories, and it's this integrated effort that will propel the label towards new heights," said Pinault, who is expecting "significant medium-term results" from this repositioning work. "[Bottega Veneta] is a label with significant potential and the opportunity to grow considerably," concluded Pinault.

CFO Duplaix qualified this statement, saying that "profitability will not improve in 2019. The start of the year is still part of the transition phase. The items of the first collection, which is showing in February, will arrive in-store later in the year. Revenue recovery will therefore begin to occur in the second part of the year." In the meantime, Bottega Veneta's show on February 22, at the Arco della Pace in Milan, is heralded as one of the high points of the forthcoming women's fashion week.

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Bottega Veneta expects slow resurgence in 2019

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News business : After slowing down in the last three years, the Italian label owned by Kering is relying on new creative director Daniel Lee, whose first show is scheduled on February 22 in Milan, to return to growth. (#1069785)

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In 2013, Tomas Maier signed a deal with Kering to expand his 15 year old eponymous label, with the intention of growing the advanced contemporary label. "It's wonderful, because it allows me to finally create a broader assortment of products. My brand always suffered from not having different categories. Now I can finally have a store that is filled with products that are all designed by me. It will also allow me to expand the business on a retail level as well as on the wholesale level," said the designer.

Maier is still best known however for his creative directorship of Bottega Veneta, and his role in Bottega Veneta's rapid rise from second tier house to the very pinnacle of luxury, taking in over $1 billion in sales annually. In June 2018, he stepped down as creative director of the brand after a 17-year tenure. Weeks later, Maier's eponymous brand also ceased operations.

For Maier, what became known as a new "stealth" approach to luxury is a matter of personal conviction. "There's never been a question about this at Bottega. It's not a trend or marketing decision for us and no one within the company would ever suggest putting our name on, say, a wallet just for the Asian market. I believe it's a lot more interesting and challenging to sign a product by the way it's designed and by the way it's made." The German designer was first appointed by in June 2001, when the company was acquired by PPR, now Kering, and integrated into its Luxury Division, formerly known as Gucci Group.

Maier presented his first collection, which consisted solely of accessories, in September 2001, just a few months following his appointment. Before embarking on a broader mission, he constituted the core values of Bottega Veneta, which he calls "the four cornerstones": fine-quality materials, extraordinary craftsmanship, contemporary functionality, and timeless design. Maier also affirmed that Bottega Veneta would return to its logo-less, "stealth luxury" heritage, conveyed in the famous slogan: "When your own initials are enough."

In the first two years, Bottega Veneta opened flagship stores in London, Paris, Milan, and New York, and added a small selection of women's and men's ready-to-wear pieces to the seasonal presentations. The first women's ready-to-wear show took place in February 2005 and the first men's runway show was held in June 2006.

Among the product categories that Bottega Veneta now offers, in addition to full women's and men's ready-to-wear collections, are accessories, fine jewellery, furniture, tabletop, desktop, luggage, porcelain, eyewear, fragrance and watches.

To help preserve the traditions that define the brand, the company founded an artisan school La Scuola della Pelletteria, in Vicenza in 2006, to continue its intrecciato leather weaving technique, a fundamental of Maier's designs and the house's signature.

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In 2013, Tomas Maier signed a deal with Kering to expand his 15 year old eponymous label, with the intention of growing the advanced contemporary label. "It's wonderful, because it allows me to finally create a broader assortment of products. My brand always suffered from not having different categories.

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You've no doubt seen the work of Daniel Lee's newly revamped Bottega Veneta sprawled across Instagram - with the global fashion set showing a fervour with little signs of abating. From *those* strappy, square-toed stilettos to Rosie Huntington-Whitely's go-to pouch bag, Lee's work is just about everywhere. While some pieces from Lee's Instagram-famed collection are hard to get your hands on, Matches Fashion has launched a partnership with the Italian fashion house featuring exclusive womenswear pieces.

"The Fall 2019 collection is a statement of new intentions, a new point of view, it's about building a wardrobe with great pieces to wear," Lee said of the collab. "I wanted a mix of contemporary and classic, new technologies with a new immediacy, clothes that could be as refined as they were relevant."

Expect the signature Intrecciato Nappa clutch in new 'plaster' colourway, quilted pumps, a chocolate-coloured satin coat and cashmere skirt. The only downfall? You'll need to get in quick, with no doubt these pieces are going to be snapped up in no time.

Below, some of the exclusive capsule collection pieces.

Grace is our Digital News and Entertainment Editor. When not stuck in a seemingly endless Instagram scroll, you'll find Grace with her head in a good book.

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That Instagram-Famed Brand Just Released An Exclusive Capsule Collection

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You've no doubt seen the work of Daniel Lee's newly revamped Bottega Veneta - with the fashion set showing a fervour with little signs of abating. From *those* strappy, square-toed stilettos to Rosie Huntington-Whitely's go-to pouch bag.

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House proud: Bottega Veneta's Tomas Maier and Scott Pask's show apartment

When Bottega Veneta's creative director Tomas Maier decided to uproot his A/W 2018 runway show from Milan and move it to New York this past season, he did so with all creative guns blazing. The result was an extravagant Brutalist-inspired backdrop, designed by the award-winning Broadway powerhouse Scott Pask to mimic a well-appointed apartment. It formed a show set backdrop which male and female models promenaded around, and its open plan rooms also also served as an after-party venue brimming with design classics.
Bottega Veneta's apartment-inspired A/W 2018 runway set. Image courtesy of Bottega Veneta
'The New York show was not a regular runway show, but a show within an apartment,' explains Maier, of the runway spectacle staged within the historic American Stock Exchange Building. 'It was about creating a lifestyle of how someone would live and represent both Italian design and New York architecture - bringing the two sensibilities together.'

Scott Pask is renowned for his work on a wide range of productions, including The Book of Mormon, The Pillowman, and most recently, Mean Girls (which starts previews next week), and his design balanced architectural austerity with sumptuous furnishings to verisimilitudinous effect.

'The goal for the set was to create... a space opulent in scale, yet austere in its material choices and textures that supported the world of the collection, ultimately becoming a tableau vivant for the models,' explains Pask. 'The environment [had to have] warmth, personality, and colour,' Pask adds of the set which was mapped out like a Manhattan residence, featuring a host of eclectic design classics, like reupholstered Fifties and Sixties Gio Ponti seating, Louis XVI chairs, Turkish carpets and art on loan from the Sperone Westwater Gallery and Gagosian Gallery.
The fireplace seating of the show set features 1950s Gio Ponti chairs reupholstered in velvet by Jon Urgoiti. Image courtesy of Bottega Veneta
'I remember during my first conversation with Tomas, my first instinct was sensory, and based around the idea of the hearth, a fireplace. Visually, I wanted to create a more residential scale by designing a ceiling plane within the vast vertical height of the American Stock Exchange Building,' Pask explains.

Pask, who has a degree in architecture and an MFA in theatrical design, moved into the world of set design after working in independent film and off-Broadway theatre. 'I became interested in creating narrative foundations for the projects I was designing during my architectural education,' he recounts. 'Proportion, scale, and the human form and how it will inhabit the space are always paramount considerations [in my projects]. These, along with a conceptual foundation for the work and a deep consideration of materials grew out of my architectural work.'

He adds, 'Something I am always interested in is the expansion and contraction of space throughout an experience - most often by physically shifting and moving planes within it to shape and create different scales of space. In the case of Bottega Veneta, it was to reveal the lounge space onstage by flying a seemingly monumental concrete wall [for] the audience's ascent to the stage to join Tomas and his models for the post-show celebration.'

Despite the highly varied stylistic nature of his work, Pask has always looked to contemporary architecture for inspiration. 'I'm always intrigued by practitioners who I think most poetically explore materials and light as their foundations - artists like Tadao Ando, Louis Kahn, David Adjaye and Snøhetta. Historical practitioners who also share those ambitions, especially the Italian Baroque architects who used theatrical manipulation of false perspective to create viewer aspiration, have always fascinated me as well.'

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House proud: Bottega Veneta's Tomas Maier and Scott Pask's show apartment

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When Bottega Veneta's creative director Tomas Maier decided to uproot his A/W 2018 runway show from Milan and move it to New York this past season, he did so with all creative guns blazing. The result was an extravagant Brutalist-inspired backdrop, des...

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However, in recent years that growth had waned, and appetite at Kering for a turnaround in Bottega Veneta's fortunes has been strong. Revenues at the brand, primarily known for its intricately woven Intrecciato leather bags, declined by 9 percent in the last two years, slipping to €1.2 billion, or $1.4 billion, in 2017. In February, it opened its largest store in the world, on Madison Avenue in Manhattan, and celebrated by bringing its runway show from Milan to New York Fashion Week in a bid to boost its visibility.

With the appointment of Mr. Lee - whose former boss, Ms. Philo, had been rumored to be a possible contender for the role - Kering appears to be targeting the loyal consumer base left devastated in December when she departed Céline, leaving a gap in the market for a type of practical, stylish and effortless fashion favored by some of the world's wealthiest women. It may also be taking advantage of the housecleaning favored by her replacement, Hedi Slimane, who famously likes to remake his brands in his own image with his own acolytes, and whose former job happened to be at the Kering-owned Saint Laurent.

And in an ever more competitive and volatile marketplace, Mr. Lee's appointment also continues a trend at Italian luxury groups of hiring lesser-known names into top design jobs. Alessandro Michele was a back-of-the-house veteran of the Gucci design teambefore he was chosen to lead perhaps the most expansive and successful overhaul of a major global fashion brand in recent years; experienced but under-the-radar designers like Paul Surridge and Paul Andrew have been appointed to revive fortunes at Roberto Cavalli and Salvatore Ferragamo, respectively.

"Daniel Lee has a deep understanding of the house's current challenges both in terms of creation and development," said Claus-Dietrich Lahrs, chief executive of Bottega Veneta. "He will bring to Bottega Veneta a new and distinctive creative language."

Despite his youth, Mr. Lee has spent years working at top-tier luxury houses, including the Kering-owned Balenciaga as well as Maison Margiela and Donna Karan before joining Céline in 2012. He said he was both "honored" and "excited" to take on the new role, which will not be without its challenges. A ready-to-wear specialist, his creative remit will now include bags - sales of which make up 85 percent of Bottega Veneta's annual brand revenues - as well as small leather goods, ready-to-wear, shoes, jewelry, furniture, fragrances, eyewear and accessories. Still, he appeared to relish the prospect.

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Bottega Veneta Names Daniel Lee as Creative Director

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However, in recent years that growth had waned, and appetite at Kering for a turnaround in Bottega Veneta's fortunes has been strong. Revenues at the brand, primarily known for its intricately woven Intrecciato leather bags, declined by 9 percent in the last two years, slipping to €1.2 billion, or $1.4 billion, in 2017.

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Thanks to the Danish influencer squad, including Sophia Roe, the minimalist Scandi look still has a global audience. Sharing her luxe life of fashion and travels with 115 thousand Instagram followers, she inspires both great style and kindness (Sophia talks to us about her dreamy job-one that a million girls would kill for ( see bio quote). forget about Vogue!)-and shares some thoughts on inspiration (and lack thereof), second hand fashion and beauty. Oh, and she also reveals some of her favorite Copenhagen hotspots-all amazing and most probably Instagram-friendly too.

What are your days like right now? - I'm currently on vacation, spending time with my family. I travel a lot, especially during the fashion weeks, so being here right now is such precious time for me.

Part of your job is posting outfit pics. Is this always fun or are there days when you feel uninspired? What do you do to get your inspiration back? - I will definitely say that I feel uninspired from time to time, but I never feel a pressure to post. The goal is to post whenever I feel inspired, or if I have good content to share. I think this is a good rule to have for yourself as an influencer.

- I always look at my "saved posts" archive when I'm feeling uninspired. Over the last couple of years, it has become so easy to get inspiration from others via social media. You recently did a styling job for ELLE Denmark. Is "stylist" a new role for you? - What I enjoy most about my job is how an opportunity like this can suddenly occur, and I'm very grateful for that. I have always enjoyed being creative, not least visually. Styling is such a treat for me, and I hope to do a lot more of it in the future.

- Second hand is in my opinion a great way to limit the waste in the fashion industry, which is good for both the environment and, of course, the wallet. My job requires that I change my wardrobe all the time, and I therefore also have to sell things just as often. I love to know that someone else will be just as happy wearing my old clothes as I first was. I'm a big fan of shopping and selling at What is your relationship to second hand fashion? Vestiaire Collective.

- My top three second hand stores in Copenhagen are: I Blame Lulu, Lula 2nd Hand and Magnolia's 2nd Hand.

"Life is all about attitude, and being nice is a great way to start"

- Are there any natural or organic brands included in your beauty routine? Tromborg and Miild Makeup are both Copenhagen-based beauty brands of which I'm a big fan. Definitely worth trying!

Your Instagram bio says "be nice to people". So true. What does this mean to you? - Being nice to other people doesn't just feel good, it also means that you can contribute to making other people's days better. That is, in my opinion, very valuable. I sometimes see that users on Instagram aren't very nice to each other, and believe a lot of people could learn from this very simple sentence. Life is all about attitude, and being nice is a great way to start.

What are your best tips for traveling in style (and comfort-if that's possible)? - For flights, I always bring a pair of clean socks, moisturizer or mist and a toothbrush in my hand luggage. It makes me feel refreshed after a dehydrating flight! Are you planning any new trips right now? - My boyfriend is working part-time in Amsterdam, so we don't see eachother much during weekdays. He invited me to come with him in May, so that's a trip I look forward to a lot. I also have a couple exciting events in April, which I unfortunately can't tell you about yet. But stay tuned!
If we where going to Copenhagen for a weekend, what should we do?
- The- Louisiana Museum is always worth a visit-they promote and display a lot of great artists at the moment. I would book a table for dinner at Restaurant Pluto, or even try making a reservation at Michelin restaurant @suzannekoller, @lifeofboheme and @majawyh. Kadeau, followed by drinks and dancing at Dandy. I would also visit Mother in our meatpacking district for pizza, and eat breakfast at Atelier September followed by a walk in the Botanic Garden or by the canals. Bonus question: Who are the top 3 Instagrammers to follow right now?
Check out "Roe Diary" by Sophia Roe and follow her on Instagram!

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Make it last - Sophia Roe Inspires Both Great Style and Kindness

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Thanks to the Danish influencer squad, including Sophia Roe, the minimalist Scandi look still has a global audience. Sharing her luxe life of fashion and travels with 115 thousand Instagram followers, she inspires both great style and kindness (Sophia talks to us about her dreamy job-one that a million girls would kill for ( see bio quote).

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What? Fashion blogger and influencer

Where? Copenhagen, Denmark

Follow? Instagram, @sophiaroe
- Style is a way to express your creative mind and to express yourself without speaking. Get into the universe of the cool fashion blogger and influencer, Sophia Roe. Eyes on the aesthetics to this girl. Read more about the Scandi-girl and get her inside travel tips to Copenhagen in this weeks My Style-interview!
COPENHAGEN Envelope by Selina Ekra Sei

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Meet Sophia Roe and read our interview with the new it girl. | Envelope

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What? Fashion blogger and influencer Where? Copenhagen, Denmark Follow? Instagram, @sophiaroe - Style is a way to express your creative mind and to express yourself without speaking. Get into the universe of the cool fashion blogger and influencer, Sophia Roe. Eyes on the aesthetics to this girl.

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ACCENTURE STRATEGY RESEARCH REPORT

In brief

In brief

Consumers are no longer making decisions based solely on product selection or price; they're assessing what a brand says, what it does and what it stands for. They support companies whose brand purpose aligns with their beliefs. And they reject those that don't.

Companies in the UK are increasingly under the spotlight as they struggle to gain a competitive advantage against the current economic, political and technological backdrop.

Brands have become community property and are no longer the sole domain of the companies that invested in shaping, growing and monetizing them.

Accenture Strategy's latest global survey of nearly 30,000 consumers in 35 countries found that more than half of customers in the UK want companies to take a stand on issues they care about such as sustainability, transparency and fair employment practices. Younger consumers, particularly Gen Z (75 percent), are driving this trend.

Companies that don't align with customer beliefs pay the price.

More than half of consumers who are disappointed by a brand's words or actions on a social issue complain about it.

In the UK, 37 percent of consumers walk away from the brand in frustration and a quarter won't ever go back.

Consumers' expectations of brands aligning with their personal values is a challenge for companies. But these expectations also present an opportunity for companies to demonstrate competitive agility by building more authentic and profitable relationships with customers.

Find out the three guiding principles that set purpose-driven brands apart.

VIEW THE REPORT

Purpose drives consumer purchasing decisions and competitiveness

Click on the pin to see insights by country:

Who does your brand belong to?

Up until recently, a brand belonged to the company that invested in shaping, growing and monetizing it. This is no longer the case and brands are now community property belonging to shareholders, employees and customers.

Who does your brand belong to?

Up until recently, a brand belonged to the company that invested in shaping, growing and monetizing it. This is no longer the case and brands are now community property belonging to shareholders, employees and customers.

While business leaders, investors and employees all bring essential perspectives and capabilities to a brand's identity, customers provide insights through their words and actions that enable purpose-driven companies to hone their competitive agility.

More than half of customers in the UK believe their words and actions-from posting comments on social media to participating in boycotts-can influence a brand's reaction to an event or its stance on an issue of public concern.

To affinity and beyond

Consumers in the UK are highly valuable stakeholders who insist on transparency at the corporate level and expect meaningful products, services and promises. They act as champions of brands they believe in-and foils to those they don't.
Price, product quality and customer experience are important attributes, but companies looking to build their competitive agility need to find new ways to stand out.
Brand purpose provides the differentiation that many seek. For companies in the UK, it is the foundation of every experience, the underlying essence that makes a brand relevant and necessary. While purpose must be carefully honed and aligned to the values of customers, certain dimensions outshine others e.g. culture, transparency and ethical values.

While business leaders, investors and employees all bring essential perspectives and capabilities to a brand's identity, customers provide insights through their words and actions that enable purpose-driven companies to hone their competitive agility.

While business leaders, investors and employees all bring essential perspectives and capabilities to a brand's identity, customers provide insights through their words and actions that enable purpose-driven companies to hone their competitive agility.

Not all brands are created equal

Accenture Strategy's research identified factors that influence the form a brand purpose might take and how it will affect their competitiveness:

Activate your brand purpose

Three guiding principles set purpose-driven brands apart.

Be human. Involve customers, employees and the larger ecosystem of stakeholders to identify shared values and areas where the company can make a difference. Communication is key, as 66 percent of UK consumers crave greater transparency in how companies source their products, ensure safe working conditions and their stance on important issues such as animal testing.

Be clear and authentic. Consumers don't fall for insincere attempts to pull at heartstrings. They do, however, reward authenticity, strong leadership and outspokenness. Our research found that 51 percent of consumers in the UK are influenced to buy a brand, product or service by the words, actions, values and beliefs of a company's leaders.

Be creative. Companies should focus less on investing for customers and more on investing with their new ecosystem partners to drive competitive agility. From acting as sales partners through channels they control or influence, to participating in crowdsourcing schemes to fund new innovations, there's virtually no limit to the roles consumers can play.

Stand up to stand out

Companies in the UK that stand for something bigger than what they sell, tune into customers' beliefs and take decisive action on social issues are more likely to recast their customer relationships and connect with consumers on a deeper level.

Activating the purpose-led brand puts the traditional view of "customer as buyer" to bed forever. Instead, UK companies will focus on creating a community of loyal, engaged and valuable brand stakeholders-all working together to usher in the next era of engagement and competitiveness.
Reach out to our authors to learn more about the purpose-led brand.

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ACCENTURE STRATEGY RESEARCH REPORT Consumers are no longer making decisions based solely on product selection or price; they're assessing what a brand says, what it does and what it stands for. They support companies whose brand purpose aligns with their beliefs. And they reject those that don't.

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bottega veneta innovative branding press release

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bottega veneta innovative branding press release

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To continue its 50th anniversary celebration, Bottega Veneta has once again tapped Lauren Hutton. Back in September, the 73-year-old supermodel made her runway return for the fashion house's Spring 2017 show and now, she's fronting the spring campaign too.

Photographed by Todd Hido, Hutton wears a fuschia top and red patent leather skirt from the summer collection. Proving style and beauty truly are timeless, the All-American model looks stunning at 73.

And if you had any doubts about wearing a patent leather skirt in your 70s, Hutton is here to remind us all that fashion has no age-limit.

The collection, which marks Bottega Veneta's 50th anniversary and Tomas Maier's 15th year as creative director, features archival bags from the brand including the clutch worn by Hutton in American Gigolo -which she also toted down the Spring 2017 runway.

Also featured in the campaign are Joan Smalls, Vittoria Ceretti, Hannes Gobeyn and Morten Nielsen.

Watch all the models, including Hutton, star in the campaign video shot at the Paul Rudolph-designed Modulightor Building in New York:

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Lauren Hutton Stars in Bottega Veneta's 50th Anniversary Campaign

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To continue its 50th anniversary celebration, Bottega Veneta has once again tapped Lauren Hutton. Back in September, the 73-year-old supermodel made her runway return for the fashion house's Spring 2017 show and now, she's fronting the spring campaign too. Photographed by Todd Hido, Hutton wears a fuschia top and red patent leather skirt from the summer collection.

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Taxi Act2 "Unleash your beauty" by KINOPROBY

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To continue its 50th anniversary celebration, Bottega Veneta has once again tapped Lauren Hutton. Back in September, the 73-year-old supermodel made her runway return for the fashion house's Spring 2017 show and now, she's fronting the spring campaign too.

Photographed by Todd Hido, Hutton wears a fuschia top and red patent leather skirt from the summer collection. Proving style and beauty truly are timeless, the All-American model looks stunning at 73.

And if you had any doubts about wearing a patent leather skirt in your 70s, Hutton is here to remind us all that fashion has no age-limit.

The collection, which marks Bottega Veneta's 50th anniversary and Tomas Maier's 15th year as creative director, features archival bags from the brand including the clutch worn by Hutton in American Gigolo -which she also toted down the Spring 2017 runway.

Also featured in the campaign are Joan Smalls, Vittoria Ceretti, Hannes Gobeyn and Morten Nielsen.

Watch all the models, including Hutton, star in the campaign video shot at the Paul Rudolph-designed Modulightor Building in New York:

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Lauren Hutton Stars in Bottega Veneta's 50th Anniversary Campaign

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To continue its 50th anniversary celebration, Bottega Veneta has once again tapped Lauren Hutton. Back in September, the 73-year-old supermodel made her runway return for the fashion house's Spring 2017 show and now, she's fronting the spring campaign too. Photographed by Todd Hido, Hutton wears a fuschia top and red patent leather skirt from the summer collection.

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moodboard:  innovative branding campaign research

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moodboard:  innovative branding campaign research

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NY Taxi Cab Driving around in NYC streets of New York

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POV from Car Driving Through New York City Streets, 1990s

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Whether it's a flock of birds flying above a wind swept couple mimicking a scene from Alfrid Hitchcock's Birds or a deluge of azaleas in a Botanical Gardens in the Bronx, the images from Bottega Veneta's book Art of Collaboration documenting the artist-led campaigns that Tomas Maier has orchestrated since 2002, don't necessarily lead with product. For Maier, the fuller narrative is more important, hence why he began his 'Art of Collaboration' project back in 2002, inviting 27 different artists and photographers to shoot the campaign imagery for Bottega Veneta.

Bottega Veneta's motto is famously "When your own initials are enough" and Maier, having helmed the house for 15 years, has adhered to this ethos of expounding discreet luxury as seen in the famous intrecciato weave. Beyond craft and construction, the campaigns can therefore be seen as Maier's way of boldly reinterpreting his own creative vision, with the help of artists and photographers he admires and collects himself. In the foreword written by Tim Blanks, Maier describes himself as a "quiet rebel". Which would explain why he is brave enough to volte face from working with say, South African portraiture photographer Pieter Hugo to poetic fetishist Nobuyoshi Araki, as well shooting with the fashion industry's greats such as David Sims, Peter Lindbergh and Steven Meisel. Maier's selection of artists and photographers is intriguingly diverse and the result is a thousand images that are far more than a sum of Bottega Veneta's leather craft prowess. Over email, Maier spoke to AnOther about this enigmatic way of creating campaigns and of course, the art of a successful collaboration.

On how Maier selects and works with his collaborators...
"I have been collecting photography for nearly all of my adult life. It began long before there was a market for photography, or before it was really understood what role photography played in contemporary art. Later, during the years, I have moved more into collecting the work of contemporary artists who work in photography, and my collection grew in breadth and depth.

"Once the photographer or artist has agreed to collaborate, we meet to talk about what the campaign could be. It is always someone who I admire greatly, and I take great pleasure in discussing the collection with them, and seeing what it provokes in them. Once we have agreed on how it will look, I like to get the campaign shot without any outside intervention, so that the result can be as pure as possible.

"One of the advantages of the Art of Collaboration series is the chance to introduce deeper ideas and narratives into the imagery that surrounds Bottega Veneta. This ideas are often from my understanding of an artist's work, or it could be a narrative that I want explore with an artist. I give the artist the freedom to interpret the collection in their own way, and bring their own signature to the campaign. There would be no point in asking them to collaborate if we were asking them to compromise their vision. Looking through the book, it is clear to see the individual hand of those who have worked on the campaign and the different narrative that they have brought to it."

On the bigger picture...
"Product is always one of the components in the narrative, but it's my aim for the product to almost disappear in the image. It is my same wish for the clothing: it should be personal and less of a distraction, less of something to look at. What you want to achieve is that you don't see anything at all. You just want to see the person. That's it. It's the same for the campaigns. The products should become part of the life of the person in the image, so that when you're looking at the campaign, you are seeing something more."

On spontaneous image-making...
"The images that we shot with David Armstrong for the Cruise 2013 campaign are a perfect example of how spontaneity and chance can enter the collaborations. We had planned to shoot the images in sunlight in New York, but that day was grey and bleak. The rain kept falling and the sun never came out. David shot all day, quietly and without fuss. The images that he created turned out to be perfect. It shouldn't have been right, but it was."

On Maier's wishlist future collaboration...
"There are many photographers and artists who I would like to work with in the future. I have always wanted to work with Martin Parr, but it needs to be the right collection. I am very careful when I choose the collaborators that their work fits with the line we have just presented, and Martin would need something with the right colour and detail. But this is a long term project. The right collection will come."

Bottega Veneta: Art of Collaboration by Tomas Maier, is out now, published by Rizzoli.

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Bottega Veneta's Tomas Maier on the Art of Collaboration

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The creative director speaks to AnOther about his spectacular new tome, which chronicles over 15 years worth of the house's artist-led campaigns

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Driving Downtown - Broadway 4K  - New York City USA

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The Row Fall 2019 - Women's Collection | TheRow.com

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The Row Fall 2019 - Women's Collection | TheRow.com

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Discover the Women's Fall 2019 collection from The Row, only on the official website and online store at TheRow.com.

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Gucci is one the most renowned and inﬂuential luxury brands in the world today, a genuine global reference for fashion and accessories, and a benchmark for a modern, innovative business.

Founded in Florence in 1921, the House is renowned for eclectic and contemporary creations that represent the pinnacle of Italian craftsmanship and are unsurpassed in quality, attention to detail and imaginative design.

Today, Gucci is striving to redeﬁne Luxury for the 21st century. Colorful, romantic, poetic and magical, Gucci's unique vision has met with immense critical acclaim while also creating an authentic emotional bond with younger customers. Now more than ever, charisma, innovation and a commitment to progress let Gucci take a radically modern approach to fashion.

In 2017, in keeping with Kering's commitment to responsible business practices, Gucci unveiled 'Culture of Purpose', a 10-year sustainability plan that focuses on creating a positive environmental and social impact, which is outlined in the
Gucci Equilibrium platform.

In January 2023, Gucci announced the arrival of Sabato De Sarno as Creative Director. He will present his debut runway collection at Milan Women's Fashion Week in September 2023.

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The gucci brand history begins in 1921 when Guccio Gucci opens a leather goods shop in Florence. The gucci house represents the pinnacle of Italian Luxury based on two founding values: superb Italian craftsmanship combined with a very contemporary creative vision.

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Finalising the final form reflective journal, press release and padlet, ready for submission.

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Finalising the video and uploading it to YouTube. Building the rest of academic tables for further in-depth support of the campaign proposal.

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Creating the video. Looking for further information about proposed innovation and finalising the details about the proposed branding.

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Finalising the moodboards and campaign video material. Preparing rest of the brand audit tables. Collecting the needed survey responses actively.