Brand Affair Seminar Recap
Christi Reid is a sophomore at LIM College, a fashion business school, pursuing a degree in management and entrepreneurship. She has a true passion for writing and lingerie. Christi is currently interning for the lingerie store Journelle and has dreams to one day open a lingerie store of her own.
This past Wednesday marked the long awaited Brand Affair Panel Discussion hosted by The Lingerie Journal and Bra La Mode at the Producers Club on 44th Street between 8th and 9th Avenue.
The discussion board on the importance of marketing and PR for lingerie brands was moderated by the Lingerie Goddess, Margaret Shrum. The panelists included Lauren Rich, founder and director of RICHRR; Treacle Tart, founder of The Lingerie Addict; Dan Sackrowitz, VP of marketing and new business development at BareNecessities.com; and Karl Jaufmann, of the ecommerce company, Gozooko.
The importance of PR
Lauren Rich started off the discussion by explaining to the audience the difference between PR and traditional advertising, stressing that PR can only be managed in-house up until a certain point. She went on to list key things that businesses can do to leverage their time and expenses wisely.
First point Lauren made was to invest in great photography; both model and simple white background product shots.
Second was to develop strong relationships with bloggers.
The third point she made was about pitching press releases: keeping your audience in mind, considering the fact that your story needs to be news worthy, and not taking it personally if you do not hear back right away. Lauren went further to explain that the rules of the game have changed. No one makes pitch calls anymore and it is becoming much more common to make twitpitches (pitches through Twitter). Lauren concluded her speech by emphasizing to the audience the importance of patience, never giving up and always remembering to be realistic when setting PR goals.
The Importance of Bloggers
Next to speak at the panel was Treacle Tart from The Lingerie Addict. She spoke to the audience about the significance of bloggers to companies, explaining that bloggers have a direct connection to consumers.
She made the point that word-of-mouth advertising will always be taken into higher consideration than traditional advertising by consumers. Bloggers, like herself, act as authorities in their field that can recommend products and services. By developing a strong relationship to her readers, Treacle can honestly say her opinion is highly trusted. She went on to talk about how to properly pitch a press release to a blogger. She stressed that it is important to use the blogger’s name and the correct title of the blog.
Second most important aspect to pitching to a blogger she made was to explain why your brand matters, and finally, to not be afraid to follow up. At the end Treacle briefly spoke about creating a social media marketing plan: reserving your brand’s name on the different sites, becoming proficient at each site one at a time, and keeping in mind each platform has a unique audience and therefore needs different content.
Keeping an Eye on your Target Consumer
Dan Sackrowitz spoke to the audience about appealing to your target consumer and how to get large online retailers, like BareNecessities.com, to pick up small designer brands.
He started off by telling a funny story about a cat that the team at Bare Necessities rescued and spoke about on Facebook. This resulted in a huge engagement from their followers, many wanting to know how the cat was doing and asking for more pictures. The point he was trying to make was to never forget the human aspect of marketing. Viewers want to see more than just the products being sold by the companies, they want to know about the employees and get behind-the-scenes information to feel involved.
Dan then transitioned into speaking about how small brands can appeal to large online retailers. He explained that companies need to have a unique point of view, be different and exciting, and have an even assortment. Dan spoke about filling white space through price points, marketing perspectives, and packaging. In terms of price, he explained that initial mark-ups have to be above fifty percent to be profitable for the retailers. Dan stressed the importance of brand vision. Brands need to have an idea of what is coming next (multiple seasons ahead). Communicating this information conveys good management and organization to the retailers.
Finally, he concluded that in order to get on the radar of Bare Necessities, companies need to invest in photography. Brands that take straight on shots (with backshots included) have a better chance of being considered.
How Tech Companies like Gozooko can help Businesses
Last to speak was Karl Jaufmann from the business and tech firm Gozooko. He started off by explaining what his company offers to lingerie brands: search engine optimization, website management, and branding with social media. He stressed the significance of promoting a consistent message through all channels of communication in order to create a cohesive brand image. Next Karl went on to explain giving vale to customers through social media, saying that online marketing involves more than trying to push sales but really communicating with your target audience.
The panel discussion was very informative and had great audience engagement, which was seen by the avid rally to ask questions at the end. It was wonderful to see how successes in the industry wanted to share their knowledge with others. Hopefully, more discussions will be hosted to give us all the chance to further our knowledge in different areas of the business.
Contact the Panelists & Moderator
Margaret Shrum of the LingerieGoddess.com – firstname.lastname@example.org
Lauren Rich of RICHPR – email@example.com
Treacle Tart of TheLingerieAddict.com – firstname.lastname@example.org
Dan Sackrowitz of BareNecessities.com –
Karl Jaufmann of Gozooko – email@example.com
Special thanks to Bennett Raglin of BR Photo Creations, Inc. for all the incredible photography at the Brand Affair.
Scenes from the Brand Affair
Category: Christi Reid, Culture, Ecommerce, Features, Life and Work, Marketing, Social Media, Visual Merchandising, Web and Tech · Tags: BareNecessities.com, bra la mode, brand affair, dan sackrowitz, designer showcase, gozooko, karl jaufmann, lauren rich, luis paredes, margaret shrum, moira nelson, pr for lingerie businesses, rich pr, the importance of bloggers for lingerie businesses, the lingerie addict, the lingerie goddess, treacle tart