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The brands that are successful today look very different from the brands that succeeded even 5 or 10 years ago. Direct-to-consumer (DTC) brands are now setting the curve for what is interesting, new and innovative in marketing, and traditional brands are taking notice. In this virtual roundtable with The CMO Club, our CMO, Jeff Fagel, takes a critical look at what DTC brands are doing well and not so well, and shares research on DTC brand marketing.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
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In this IAB panel, DTC brands Beau Ties of Vermont and NomNomNow discuss how brands can compete in the changing DTC landscape and where the category is headed.
How must the modern DTC brand evolve in this newâand far more challengingâlandscape? In this IAB panel, #DTC brands, including Greg Shugar of Beau Ties of Vermont and Alex Jarrell of NomNomNow, join Epsilon CMO Jeff Fagel to discuss how brands old and new can compete in the changing DTC landscape and where they see the category headed.Â
No Way, This Canât be Kmart!
Itâs no secret, when women thought of shopping for apparel and home fashions, Kmart was not in their consideration set. And to build a trusted fashion brand is extremely difficult, especially if youâre trying to draft off Kmart credibility -- or lack thereof.
Thatâs what I set out to tackle, successfully building a brand from the ground up (Kmart Design) that brought humanity and approachability to a world of fashion -- and convincing CMOâs, CEOâs, head merchants, chief designers, agency partners and an entire organization that I wasnât crazy -- THIS WOULD WORK!
What you see here was a labor of love to insurgently drive awareness and credibility of the Kmart Apparel & Home portfolio Kmart. The goal: building a level of Curious Disbelief, where the desired response was: âNo way, this cant be Kmart.â
The results
In 2010 during the heart of the economic struggles, Kmart same store sales increased for the first time in 10 years.
Drove Kmart apparel and home likelihood to purchase and perception scores to 75%+ which was unprecedented Â
Videos created: 150+, shooting 4 hours of finished material 650 hours of raw footage, shot in 7 different countries.
https://youtu.be/3MLpV1zyeGA
What do the Cubs, Viagra and Snapchat Have to Do with Marketing?
Brands can and should push the envelope with emerging channels. New video-first social platforms like Snapchat are changing the boundaries of access and information in a way we havenât seen since the prominence of Twitter, and it will be interesting to see where it lands.
Most importantly, if the biggest losers in baseball can win the World Series, any brand can reinvent themselves.
The 30 Second Marketer: Mobile Marketing
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
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