We were having a discussion about CRM the other day, and ASOS/Net-a-Porter came up in conversation as examples of brands who do it well. The more I think about it, the more these brands don't seem to have a very intelligent system powering their email communications.
For those that aren't customers of either site, the slew of emails is pretty relentless. Asos favour a mixture of magazine style and promotion comms (buy before 6 to get free next day delivery) and Net-a-porter tend to stick with featuring products. Both are internet-based companies, so I would expect them to have a lot of data about how I shop. But neither seem to use this information to tailor their communication to me.
For example, shouldn't Net-a-porter have an idea of my style profile and the designers I would like from the stuff I've previously bought? Something similar to the Amazon recommends algorithm. Shouldn't it know that I never buy anything over £300 and therefore not offer me £1000 dresses but instead £350-400 items, on the limits of my affordability. Shouldn't they know I generally make sale purchases and rare purchases around pay-day and send me timely messages when I'm itching to spend. I've just opted out of communications because the messages aren't relevant anymore.
The inbox is even more of a battlefield than the adbreak, but email communications seem to be lazy. Have the vision, get the geeks to build it, and watch the cash roll in.
I'm totally loving 3-D at the moment. I quite happily sat through Avatar despite the terrible storyline. We had Can Communicate in to demo what the possibilities are and I've decided that its awesome. So now you know.
I realise these are really old, but as I've only just got around to watching them, I thought I'd share... Promotional video by Takashi Murakami for Louis Vuitton, continuing the awesome collaboration these two have:
I finally made it down to the SHOWstudioexhibition at Somerset House (it ends on the 20 December). Fashion exhibitions are generally a bit weird, because a gallery isn't necessarily the best place to experience fashion - it's not a static medium and means less once removed from humans, but... SHOWstudio are one of the most interesting conceptual forces in fashion, and the exhibition raised some interesting bits and pieces. One of the key things about SHOWstudio is that they demystify the creative process by making it visible.
I loved the 'Banquet' project, a 'lavish fashion performance, based around a twenty-three course banquet cooked by ... Heston Blumenthal'. While it was being shot, viewers could see live footage each plate setting from directly above and hear audio from hidden mics - and then try and guess who was round for dinner. For the magazine (W) that commissioned it was a set of reportage shots by Nick Knight (see image below), but I love the game-like aspect created while the shoot was going on. The viewers of the live footage must have been the first to pick up the magazine when it hit the stands in order to find out who was involved (amongst others, Aimee Mullins, Dita von Teese, Liberty Ross and NOKI).
Cheeky course from 'Banquet', Heston Blumenthal/Ed Griffiths, 2004
I'd never come across the Design_Download project before, but it's brilliant - but also for people who are more talented with the sewing machine than me. Through the project you can download patterns by designers such as Alexander McQueen, Gareth Pugh and Junya Watanabe. Those who have made their own versions can send in photos which are posted on the SHOWstudio website. Very cool.
Casting reminded me a bit of the Liberty window display that they did a couple of years ago. It's a nice way to get people involved in the exhibition, have a reason to check out the SHOWstudio website (all the pictures are posted) and have the chance to appear in a live shoot as part of the exhibition. Any quoted bits are from exhibition catalogue
Saw an in interesting post over on Influx Insights the other day, about how Freshjive are removing branding/logos from all their products (you can read the interview with owner Rick Klotz here). I always thought that the interesting thing about a lot of luxury fashion is that there is no branding on the outside of the clothes. The kudos comes because fashion people are so geeky that they will be able to recognise who you're wearing by what you're wearing. It's interesting to see a brand taking it further, with no branding at all.
Around the time of No Logo I remember there being a brand called No Label (can't find anything on the internetz, sorry), which made canvas shoes with a label that said No Label. I always thought that was a pretty stupid statement to make - it being a label called No Label - but I'm sure some people felt it was a zeitgeisty, ironic and cool statement. But does this box become a logo of sorts? Pic via The Hundreds
A couple of quotes from that Klotz interview: "Throughout the years I’ve become uncomfortable with this business of
branding and brand identity. I’m not the type of person that buys
something for the brand name. I’ve also never done a very good job at
creating a captivating identity to our own brand logo." The cynic in me wonders if this just a savvy marketing ploy for a brand that hasn't built a successful reputation as it would like?
"... when I see kids wearing company
logos it reminds of people who are trying to be a part of a “tribe” or
“gang”, as if they need to be part of something, which seems to go
against the idea of individualism in style."
"It’s really invigorating to approach designing a line WITHOUT the
constrictions of how the logo is gonna be placed or used on the
garments. " Imagine designing an ad without having to consider where to put the logo. Within the market that Freshjive operate in, it's as radical a thought.
It's an interesting case to follow. If you take away the brand and the logo, you are left with just the product. What to do you to your product to make it desirable?
One part truth, two parts mixer is a digital notebook for Priyanka/@pristyles. Yes, you've reached another planner's blog - but it's mainly full of random thoughts and pretty pictures.
If you're reading, hello - it's nice to meet you.