On September 3, Ragtrader and New Idea magazine staged our inaugural fashion marketing lunch, New Ideas for new-age marketers. A perfect marriage, made more complete by the fact New Idea recently completed its own research into tapping heartland Australian consumers. It’s free and a good read – call Emma on 02 9394 2290 for your copy.
The purpose of the lunch itself was to bring together a selection of retail marketers – from Witchery, Colorado Group, Sportsgirl, Jeanswest, Seduce, TS14+, Bardot and Cotton On – to discuss how multichannel retailing has affected the way they communicate with these consumers. Do we really need apps for smartphones? Viral campaigns for seasonal collections? Turn to page 14 for our special four-page report.
And while we’re on the topic of fashion marketing, there’s a bit of a trend that has the industry whispering for spring/summer 2010/11. It looks great, it sounds great and it’s entirely unmissable.
Bambi Northwood-Blyth.
If you haven’t heard of her yet, then you’ll more than likely have seen her. Everywhere. Let me give you a brief run-down of some of the brands which have secured Bambi for their spring/summer 2010/11 marketing collateral: Cue, Ksubi, Just Jeans, Mink Pink, Myer, Michael Lo Sordo, Shakuhachi, Maniamania and Sportsgirl.
Is it possible one can have too much of a good thing? On the one hand it shows that Australian brands – from department stores through to chains and independent designers – have their finger on the fashion pulse. On the other, it could blur their point of difference during the most lucrative season in the Australian fashion calender.
Only the ringing of tills will tell...