Follow us on
Connect
Advertisement
 

Mind the Gap: Retailer Fashions Brand Resurgence

December 6, 2012
Get the Flash Player to see this rotator.
 
In the latter half of the 1990s, Sharon Stone topped best-dressed lists not once, but twice for her unorthodox pairing of a casual Gap top with a designer skirt at the Oscars. Nearly 15 years have elapsed since then — years that saw Gap's fashion fizzle and its marketing lose relevance. But early signs indicate the brand may finally retake its position as the arbiter of casually cool, classically American style. That is, if it wins the next few weeks, which, while important for any retailer, will be particularly telling for Gap....

 

Companies Mentioned:

People Mentioned:

More Suggested Content:

GAP Postagram Holiday Promotion
Gap Gives Away 1M Holiday Postcards to Facebook Fans
December 3, 2012 From The Realtime Report

Last week the Gap announced a social media promotion for the holidays: the brand's Facebook fans can send their own photos as real, printed postcards to their Facebook friends for free. Gap is the first brand to use startup Sincerely's new "brand-centric service" Postagram Direct, which launched last week. Gap's Facebook fans can each send up to two free postcards, which are delivered with a pop-out square photo and the user's message. The cards usually cost 99 cents each, but Gap is giving away up to 1 million free postcards through the end of the holidays.

 
George Burciaga, Elevate Digital
How to Reach Nonsmartphone Users With Interactive Technology
November 26, 2012 From ROI Report
It's official: more than half of Americans now own smartphones. The truth is, most of us probably would have guessed this figure to be much higher. The percentage is certainly growing, however, presenting a number of opportunities for retailers to engage with consumers on an individual basis and when they're most likely to purchase. But consider the flip side: slightly less than half of America, or about 155 million people, is still without smartphones. Instead of leaving them in the dust by focusing exclusively on mobile-only campaigns, retailers should seize the opportunity to close the gap by engaging both audiences where it matters most — at the point of sale.
 

SPONSORED CONTENT

MORE ON OMNICHANNEL INTEGRATION >>

FROM THE BOOKSTORE

<br>BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes—from startups to Fortune 500s—with more than 40 creative homework exercises that can be customized to their unique needs and applied over and over again. 

BrandAbout is an adventurous practicum for companies. The main prerequisite is an open mind, an entrepreneurial spirit and a passion for delighting customers! BrandAbout’s inspirational and personal approach is based on Syverson’s real world multi-channel expertise in the marketplace as she encourages companies to collaborate both interdepartmentally, intradepartmentally and directly with their customers.

Like a stylized syllabus, BrandAbout is organized into 10 individual building blocks that can be worked through all at once in a self-directed two or three day offsite or integrated individually into weekly or monthly meetings. 

Part Purple Cow, part Whack on the Side of the Head and part inspirational branding guidebook, BrandAbout is actionable, practical and empowering and a must read for creative dreamers and doers looking for a fresh approach to their brand and product challenges.

Think of BrandAbout as creative brain food for busy marketers and merchants!

<i>"Beginning with the introduction, and continuing in every chapter, it is clear Andrea Syverson’s BrandAbout is not a conventional business book. She brings a soulful quality to something that is often justly criticized for having none. Brands often die because they are thought to be static. Successful brands and brand managers understand that businesses, and the brands that define them, need to evolve. If you think you don’t have a brand, think again. In today’s crowded marketplace having a well-defined, evolving brand may be your key to survival and success. This book will help you to better understand the importance of your brand and the critical relationship between brands and merchandising. Reading Andrea’s book will inspire you to look at your brand with fresh eyes and will help distinguish your brand in the marketplace. A must read."</i>

--Bob Allen, interim president/CEO, Direct Marketing Association, and former president/CEO, Vermont Country Store BrandAbout


BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes—from startups to Fortune 500s—with more than 40 creative homework exercises that...

ORDER NOW

<i>Basics of Print Production</i> provides an overview of the steps required to make a creative concept into a printed piece. Being aware of the basics of a process helps everyone who is involved recognize the time and cost factors as well as the influence of each decision or step on the overall process. This book provides the reader with practical tips and guidelines on each step in the production process. Basics of Print Production

Basics of Print Production provides an overview of the steps required to make a creative concept into a printed piece. Being aware of the basics of a process helps everyone who is involved recognize the time and cost factors as well as the influence of each decision or step on...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: