Janelle Malone Retail Strategy Director and Shaima Al Tamimi, Communications Director of Malone Fashion sit down to discuss how tomorrow’s developers can learn a thing or two from the worlds luxury fashion brands in social media marketing.
As retail strategists, planners and architects, it is our core our vision to think smarter, strategic and sustainable as we move into the 21C of retail. We often find ourselves looking at the leaders of the most competitive market ‘luxury retail’ to see how they do it.
Insight 1
JM: How have global luxury brands dealt with the rise of technology in media communications?
ST: Luxury brands have adopted to technology and made it work for them, developers can do this too. This new medium is offering customer access they didn’t have before, through interaction and engagement of each campaign brands are getting to know their customer better. Today’s market is so competitive – with hundreds of brands fighting for the same consumer dollar connectivity and relevance to market trends is key for success.
Insight 2
JM: What examples can you refer to explain how?
ST: We have seen Burberry embrace the ipad and stream live fashion shows where consumers can purchase direct from the runway, the trench coat blogger phenomena and the celebrity collaboration endorsement by Emma Watson, Britain’s hottest young rising star has engaged with the demographic of tomorrow. Gucci has released their own CD, Freda Giovanni the creative director is inspired by music and a role model – her new website and social marketing encourages her clients (customers) speak directly to her, participate in red carpet events and help her develop better green initiatives.
Insight 3
ST: What risk do you see social technologies for developers of retail projects?
JM: Today’s consumer are not tied to singular distribution channels or mediums, the ipad and smart phone are replacing computers in terms of accessibility. Mobile commerce is playing a huge role in the way people buy. This results in a risk for developers, is retail design, commercial benchmarking and communication strategies acknowledge these online sales? Does the development have a strategy to connect to these customers deliver sales incentives as well as experience? We have seen the experience factor such as ski slopes and aquariums which have driven traffic to mall – but are the customers buying? And will they continue as the world gets more automated? What technologies are out there for mall operators? Given the true competitive offer in the marketplace is now online, and more often than not a better priced commodity is what’s in store in the GCC. We acknowledge people will always go out, for food, for beverage. The fashion brands have covered all basis – backing up their sales online, the question is how can the developer ensure they capture their share of the sales? Perhaps they should first develop their presence online?
Insight 4
JM: Following on from the previous question we have seen how luxury brands have build relationships online, how can developers respond to this trend.
ST: Developers too can embrace and adapt technology, its all about your voice online. At Malone we specialize in creative campaign to personify a development or brand to its customers, which is what social media is all about. Take our business for example, Malone fashion is not a fashion brand, but we like to think of ourselves as the consultants who are fashion savvy for the 21C. The design behind our name says to brands out there “hey – we are fun young and up to date” and on the social platform – we get accepted as friends because of our more personal appearance online and less corporate voice – which to be honest does not sustain interest with customers. Tomorrows developers must find a voice - a step away from the corporate jargon and feel. A voice that is personable and resonates with this customers online, to interact, engage and connect with. After all, customer feedback is the strongest research information any business can get.
Insight 5
ST: Today we see more brands selling online, often with a price competitive offer and this trend has now placed more emphasis on the customer experience. The value you receive when you are in-store, how can brands and developers respond to this and draw customers that would buy in-store rather than online?
JM: We have seen the emergence of the concept store, flagship store and all sorts of digital stores. Design plays a big role with experience and customer service. We have seen the new Louis Vuitton of Bond Street, Abercombie & Fitch in New York, with actors rather than sales staff. Brands today are required to design more engaging designs and offers. Brands who are a leading example of this are Apple - Apple offer genuine customer experience, in testing the product before you buy, with their genius bars – an in-store education platform have resulted in trust and sales. Quality trained staff who can inform and educate customers about a product are enough to combat the world online – for the knowledge of how – it is definitely worth it.
