86 That Piano

How many times has Diva walked through a Nordstrom store and enjoyed the live pianist? The sight of that grand piano by the central escalator well and the fact that the store had upgraded from Mazak adds a touch of elegance and style to Nordstrom’s image.

Now, the retailer is ending this long-standing tradition. Winds of change are afoot. The Nordstrom store in Alderwood Mall in the Seattle area is slamming that keyboard shut permanently and giving their piano to charity. Other stores may soon follow. According to headquarters, each store will be allowed to make its own decision. [According to one source, the main store in Seattle will still honor the piano-player tradition.] Diva supposes that it is difficult to justify the expense--guess piano players aren’t cheap these days.

Still, it gave the shopper a big clue that they weren't in Macy's. In terms of brand--that piano player was one of the things that made Nordstrom unique, a valued tradition--and traditions help build customer loyalty.

Probably, the younger crowd prefers more lively music, but Nordstrom has piped in Hip Hop, or whatever they are calling it these days--in its Junior departments anyway. Yes, a piano player may be a bit nostalgic and maybe even out of date [but in a good way]. And hasn’t Nordstrom taken a look around: Tony Bennett is H-O-T today, including among teens. In fact, he was a featured performer, and he personally turned on the Rockefeller Center Christmas Tree in New York [televised on Nov. 28].

Or, maybe Nordstrom just thinks that with all those iPods and cell phones glued to ears these days, no one can hear the piano anyway!

--Diva

Size Matters: Part 1

We live in what should be the glory days of enlightenment. Opportunities for men and women to fully realize their potential are at their historical maximum. Women routinely go into outer space; and on the best seller list is the fictional, “The Manny.” We have a woman running for president; and half of the Food Network’s shows feature male cooks--many of them objectified, as cute and hunky. Equality reigns supreme...well, practically.

That being said, when it comes to fashion, we remain in the dark ages. The disparity between the sexes continues to escalate to almost epidemic proportions, and it’s size and sizing that separate us. Clothing, by and large, no longer fits.

Men as a whole have little trouble purchasing clothing. A size 32 indicates that the waist is 32 in., a size 40 suit indicates that the chest is 40 in., and size 10 1/2 shoe indicates it’s approximately 10.5 in. in length. It’s not too complicated. Geico coined it best, “so simple a caveman can do it.” Men come in more variations, heights, weights and inseams than sizing exists, so men routinely buy large and tuck in, or just let it all hang out. Still there is nothing more attractive than a man in a properly tailored suit. Many men are lazy and tend to prefer to buy clothing that is large, extra large, or XXlarge as a symbol of masculinity. For men, bigger is always better. I’ll dispense with the Freudianism. My mother buys me a large sweater every year for Christmas. I’ve never been a large, I’ll never be a large, I’m a medium. Maybe at 49, she thinks I’ll still grow into it. Luckily, Eddie Bauer has a great return policy.

Women, god bless them, as a whole have awful time purchasing clothing. Sizing is a free for all. There is no uniformity. A size 8 is a meaningless number, not rooted in inches or centimeters. It’s a ball park figure, something akin to shooting darts in the dark. A size 8 today, used to be a size 10-12 just a few years ago. Many designers push the vanity sizing envelope, labeling clothing in a spurious manner, theoretically to make women feel better about themselves, “Look at me I can squeeze into a size 8, La de da! Granted, I’m the same size as Rosie O’ Donnell, but I’m a size 8.” Unfortunately they are a size 18. The social construct is that to be feminine or desirable women need to be small, petite, doll like. Woman will do anything to fit into a small size dress or a shoe, torture not withstanding. Still clothing doesn’t fit, the dress is too long, the pant is too short, the sleeve is to wide, and clothing doesn’t fit. The beauty of a woman’s body is masqueraded.

Clothing, when it actually fits, can transform us; clothing communicates who we are, who we want to be. That’s why every bride looks beautiful. Brides make sure that gown fits! Retailers have not yet grasped that concept. Retailers used to offer tailoring on the premises. Those were the days.

(To be continued...)

--Ron Knoth, Guest Blogger

On the Go with JCP.com

In our online, on-the-go, 24/7, Internet focused world, in-store shopping often takes up way too much time. With Blackberrys, iPhones and to-do lists a mile long, who has time to wander around searching for the perfect gifts for everyone on their holiday gift list? Not me. Things to do, people to see, places to go. The fact is, not many of us have copious amounts of time to be spent lingering and relaxing during our holiday shopping. As many retailers continue to soup up their Web sites, others are seeking ways to cash in on the online market, while still driving traffic directly to their storefronts.

J.C. Penney recently launched "Know Before You Go" on JCP.com designed to do just that. The new program provides local store product availability, weekly sales promotions, enhanced search features and detailed product information. The purpose is to let customers do all their searching and research online so they can then march into a store and pick up exactly what they want. The new program is based on the company's recent research indicating that 80 percent of JCP online customers also visit stores. And 70 percent visiting the JCP site do so to view products, price comparison shop, discover sales and promotions, as well as pick up tips and ideas for fashion and home decorating. Know Before You Go was created to not only offer an easier shopping experience, but also to drive these folks straight into the stores, armed with more knowledge and know-how than before.

I decided to put the new program to the test to see just how helpful it truly is. The boyfriend definitely needs some new clothes for the holiday season, and fortunately, J.C. Penney has a pretty extensive men's line. I immediately got sidetracked by their "Shop Our Online Outlet" icon, which led me to an amazing amount of low priced items (we're talking $9.99 or less!) to be delivered right to my door. And yes, I shop sales for the holidays. I'm admittedly one of those people. Just don't tell the boyfriend. I found all sorts of fabulous deals, but none that met my gift-giving needs. Even though there were some great crew neck tee's for $4.99, I decided to keep on shopping.

When I came out of my outlet haze, I noticed that on the JCP home page right margin, there's a button featuring in-stock, in-store functionality. I clicked on that and was brought to more options, including a store locator where I was able to find the store closest to me, and was also given the option to choose a specific department I was interested in, such as "Big and Tall" or "Sephora." That took me to a listing of stores in my area, but that's it--from there I came to a dead end and had to page back to try again. When I clicked on "Shop with Options" I was brought to a page that had the Know Before You Go verbiage. It also included an option to have merchandise shipped directly to specific stores, along with the ability to return items via their in-store locations. But, unfortunately, none of these buttons were click-able.

Perhaps J.C. Penney hasn't fine tuned the Know Before You Go launch or the usability is very limited. I'm not sure. It's definitely not intuitive, but the capabilities seem to be in place, although a bit scattered. Despite my dead-ends, I did find a great holiday party dress--for myself, of course. Back to the holiday shopping drawing board...

So, the moral of the story is--I still prefer to online shop. Know Before You Go is a terrific concept, but wasn't user-friendly enough for me to really cash in on.

Have you done all of your research on the JCP.com site and then gone to the store to pick it up? Or do you have a JCP story to share? If so, please leave us a comment.

--Heather Strang

Women's Apparel is Stuck in the Closet

Often, I stand in front of my closet, staring blankly. For the life of me, I cannot find a single thing to wear. Know what I'm talking about? I have a plethora of clothes, and yet, none of them seem even remotely appealing. Well, that's exactly what's happening, albeit on a much larger scale, in the world of women's apparel. Women ages 35-54, who make up 65 percent of the $106 billion women's apparel business, are collectively standing in retail stores, shaking their heads, unable to find anything to wear. It's as though the entire women's section at major retailers has turned into my closet--drab, unappealing and let's face it, straight up boring.

As you can imagine, this sort of apathy is simply not good for business. While dollars plummet at some of the most revered and successful women's clothing stores, retailers are getting nervous. The retailers most affected are former women faves, like Talbots, Ann Taylor, Lord & Taylor and Bloomingdale's; as well as Liz Claiborne and Jones New York brands. The main complaint? Too many blah fashions that say "grandma" and not enough "hot, 30-something hipster" looks.

A 37-year-old publicist had this to say about her once favorite brands Jones New York and Ann Taylor, "Their stuff is pretty run of the mill with nothing really striking me--too conservative." Hear that retailers, conservative = unappealing. Take note. And she's not alone, women 35+ are reportedly sick of the same ole' same, and are demanding that retailers pull themselves out of the fashion rut.

Retailers such as Zara and Forever21, meanwhile, are rockin' women's apparel. Their hip and sexy fashions are attracting moms and daughters alike, with profits skyrocketing. Apparently, 35 isn't what it used to be.

Luckily, traditional women's retailers are also springing into action to meet the demand. Liz Claiborne is focusing on its sassy Juicy Couture brand, which has had enormous success with the 35+ market (Who doesn't love "Juicy" scrawled across their bum?!). Apparel creator, VF Corp. recently acquired hottie Mchotterton jeans Seven for All Mankind LLC in hopes of luring women shoppers back. Talbots has even hopped on the hip train, revamping fashions into what they're calling "sexy." Can you imagine--Talbots--sexy? I can't wait to see that!

AnnTaylor stores also announced plans to open a new store concept next fall to appeal to the more sophisticated, chic and lest we not forget, sexy baby boomer. Lord & Taylor has added a new "modern" department with more of what the ladies want--cropped jackets, jumpers (Huh? Did I miss that fashion comeback?!) and A-line dresses. In addition, Bloomingdale's is introducing a new line, "Quotations," which includes swing coats and wide leg jeans for women shoppers aged 40+.

As 60 becomes the new 40, and thus 40 the new 20, retailers are required to keep up the pace. No one wants to be dressed like a grandma--not even a grandma.

Do you have a favorite retailer that gets what women want from fashion? Or know a retailer that's offering too much blah and not enough hotness? My fave is Express and my blah is Banana Republic (everything looks the same!). Post a comment & share yours!

--Heather Strang

Happy Thanksgiving!

Diva wishes everyone a safe and happy Thanksgiving! She'll be back blogging on Monday, Nov. 26. (You didn't think Diva would pass up Black Friday did you? Especially if it's in the name of research...)

Serve Yourself This Holiday Season

Ahh...holiday shopping. A time we can all truly appreciate. A time, where despite our best intentions, we often become flustered, aggravated and downright cranky after spending hours in a department store or mall. According to a recent survey by Trenton, N.J.-based Opinion Research Corp. (OPR), a whopping 64 percent of U.S. consumers feel that holiday shopping would be less irritating if retail stores offered more self-service options. And 72 percent of young adults prefer self-service options for the holiday season.

The survey was performed in conjunction with Dayton, Ohio-based NCR Corp., which specializes in self-service retail technologies. So, for a moment, lets ignore the self-serving (no pun intended!) nature of this survey and instead explore how self-service options may make all of our lives easier, particularly during the holidays.

I don't know about you, but I LOVE the self-serve checkout at Fred Meyer's, QFC and other grocery retailers. With self-serve checkout, not only do I get through the line faster, but I feel uber empowered taking care of my grocery needs all by my grown-up self. Today, most grocery stores feature a plethora of gift card options, adding to the ease of holiday shopping. And that's probably why gift cards are becoming one of the best (and most wanted) gifts during the holidays. According to last year's survey by BIGresearch on behalf of the National Retail Federation, 2006 gift card purchases totaled more than $24 billion. Two-thirds of consumers will buy at least one gift card during the holiday's, with consumers, on average, purchasing more than seven cards per year.

The main reason consumers give gift cards is simple: they're pressed for time and don't know what else to purchase. The OPR survey reports that 71 percent just don't know what to buy friends and loved ones, 47 percent buy cards to alleviate return hassles, and another 45 percent love that gift cards take less time to purchase than traditional gifts.

Product locator kiosks are the most popular self-serve option, with self-service return running a close second, followed by gift card kiosks, Internet shopping and self-serve checkout. When it comes to shopping, we're truly an independent bunch.

This brings us to the after effects of holiday gift giving. While often fun, sometimes gifts don't hit the spot. Like that reindeer sweater your Aunt Edna got you for the second year in a row (you know, the one with the fuzzy red ball for a nose?). So, it's no surprise that gift returns are among the biggest concern for holiday shoppers. Add a self-serve gift return and you've just made a lot of your customers very happy.

In today's busy world and with the holidays sneaking up on us faster than ever, time is critical. The demand for self-serve kiosks and the popularity of gift cards only shows how pressed for time we all are.

So, do you have any holiday shopping tips or self-serve experiences you want to share? We'd love to hear from you!

In the meantime, I'll be out purchasing gift cards for everyone on my Xmas list...

--Heather Strang

About Those Environmentally Conscious Tchotchkes

Just what Diva wants for Christmas--environmentally conscious tchotchkes. So says the full-page ad in The New York Times for Barneys New York, proffering holiday gift ideas, including “Gorgeous GREEN gifts, fabulously FAIR TRADE  fashion,  sensationally SUSTAINABLE swag, orgasmic ORGANIC denim and cashmere, ENVIRONMENTALLY CONSCIOUS tchotchkes and more.”  Or if not the tchotchkes, then perhaps some of that swag [what the Dicken’s is swag, anyway--sounds like some 18th century England left-over, theatrical memorabilia]. Green, green, green--that’s what we are hearing, and it’s a good thing. Good for Barneys [the store even has gift cards that say, “Green is Groovy.”] Diva is certainly going to put Barneys on her holiday shopping list of destinations, as well as ABC Carpet and Home, which also has an extensive program of green merchandise. And Diva is curious about those green tchotches [assumably great gift ideas] and eager to buy a fair trade sweater at Barneys to go with the fair trade chocolates she will, no doubt, buy at Whole Foods. Looks like a green Christmas this year.

Check out the Barneys Web site and the video--“Have a Green Holiday with Simon Doonan,” with a new view weekly. And could Green be the theme for Simon’s infamous holiday windows at Barneys this year? [Ya think?] Can’t wait to see.

--Diva

Why Mannequins No Longer Smile

If mannequins are truly a reflection of our culture, then one can only hypothesize why mannequins no longer smile. In fact, mannequins have not been smiling for some time. Mannequins are dead serious. Are they taking their cue from us, or are we taking their lead? On recent trips to Macy’s, Saks and Bloomingdale’s, I was approached by salespeople with the emotional register of Grant Wood’s “American Gothic.” So I put it to you, when was the last time you smiled?

Mannequins perhaps taking their cue from fashion photography have adopted the dour faced look that has been popular in the fashion trades for some time now. Naturally, there was precious little to smile about if you were being photographed or hunted by Helmut Newton. Granted, it wasn’t a laugh riot if you were Edie Sedgwick, Gia or Kate Moss posing for some heroin chic editorial. The obsession with thinness has also eliminated smiles from the fashion pages. When you smile the uplift in cheek muscles can even make Linda Evangelista look apple cheeked, and that look went out with gingham and ruffles. Men in the fashion pages have long been sober and sedate. In reviewing the copies of DNR, Details and GQ on my desk, I was hard pressed to find any image of any man appearing happy, let alone actually smiling. It makes me question if life is really as bleak and mundane as the fashion monthly’s dictate?

Mannequins are traditionally closed lipped, suggesting they have nothing to say. They appear more like observers than participants in life. Their lips are usually pursed, pulled in at the sides, as if they are biting their cheeks, almost holding back commentary. Personally, I’d love to see a mannequin with a point of view. I’d love to see them caught in conversation doing something! Most of the major mannequin houses produce according to the corporate line, no smilers in the lot. Even the children’s collections they produce seldom have an out and out smiler.  I guess kids forgot how to smile too.

Storefront mannequins are always beautifully dressed, but they do not appear pleased; they do not appear happy; they appear innocuous, habitually posing off the hip, contra posto, assessing something unknown and perhaps intangible--they remain situated in some vague unknown.

Mannequins in the 50s routinely donned fake smiles and arched eyebrows typical of the period, the forced optimism of the McCarthy and Cold War era. They were little more than wax work figures, representational, not presentational forms. Today’s mannequins are most often headless, or if with head, sculptural, abstracted to every degree, down to no expression whatsoever, as evidenced in the classic and popular “egg” head. Mannequins just refuse to smile.

Many adjectives can be used to describe today’s mannequins, here are a few: serious, quiet, dull, soulful, sedate, pouting, authorative, sophisticated, bland, sullen, glamorous and haughty. Here are a few adjectives that if designed, might make for a real change of pace in the mannequin hemisphere and on the sales floor: joyful, jovial, friendly, amusing, pleased, confidant, teasing, flirty and euphoric. Wouldn’t it be a treat to see a happy mannequin? Maybe there would be happy sales people and happy customers.

--Ron Knoth, Guest Blogger

Photo: CK poster, 39th and 8th Ave., form by Fabulous Fit, photograph by Ron Knoth

Protesters Harass Macy's

You know the saying, "forgive and forget?" Well, some people can't get past the wrong committed against them in the first place. When dollars are at stake, it quickly turns into a huge ugly mess. Insert the Chicago Macy's debacle. Protesters have been stalking the store since it changed from the Marshall Field's brand to Macy's more than two years ago. Macy's, being the smart retail giant that it is, worked hard to placate the protesters. Last holiday season, the retailer went all out with expensive and extravagant decorations, trying to ease protester pain.

 But, that was last Christmas.

The protesters are still angry and refuse to back down. So strong is their love for Marshall Field's that they cannot get over the fact that a big Macy's sign hangs there instead. In fact, a recent rally had more in attendance than the initial protests in September 2006! And get this--the Field's lovers have even created an anti-Macy's group called Field's Fans Chicago. Its founder, Jim McKay, had this to say about the stand-off, "We're not acquiescing. It's part of our civic identity, it's part of our history."

Okay Jim, can I call you Jim? This is a DEPARTMENT STORE we're talking about. Not a historical landmark or the defaming of the Chicago Cubs. Get Over It. Please.

Unfortunately, they aren't getting over it. At least, not any time soon. And finally, Macy's has had enough. They'll no longer try to win over the Field's fan club, and instead will focus on attracting younger shoppers who are buying downtown Chicago condominiums. Frank Guzzetta, former president of Marshall Field's and now chairman and CEO of Macy's North, had this to say, "You have to, at some point, stop and say, 'I apologize. I'm sorry you feel that way' and move on. We wanted so hard to not disappoint the old Marshall Field's customer that we put an excess amount of energy on that and not enough on making sure the store was what everyone wanted."

Amen, brother.

So, moving upward and onward, Macy's has launched a full "Take Me to State Street" campaign filled with innovative and fun ideas that you don't typically expect from a traditional retailer. A wine bar, free wireless Internet, FAO Schwarz toy store and college nights with denim fitting clinics are all new additions. The layout of the store will also be modified, with an expanded plus-size women's section and young men's department, as well as an increase of its private-label faves, such as Alfani and I.N.C. For the holidays, the store windows will be decorated in a Nutcracker theme, with the goal of giving this season a more local angle. Nice! It's good to see that the Chicago Macy's store is getting its groove back.

Living in the past is never a good thing. And even though the Chicago store represents big dollars for Macy's, I'm proud of them for not trying to finagle with the Field's lovers any longer. Sometimes, you just have to let it go.

What do you think of the Macy's protesters? Are they wasting their time or is it important that they're still hating on the retailer? Do tell!

--Heather Strang

Odd Jobs

We all know how nonstop busy the retail industry is...which leaves little time for much else. But that doesn't mean those of us in here can't squeeze in a little fun. You know, like hiking, sailing, golf, or even driving a racecar. Yes, that's right, the industry has it's very own racecar driver now. Christian Bollrath, president of Hera Lighting, started a second career of sorts. He has qualified for the Opel (the German brand of General Motors) professional factory race team.

Bollrath has been racing on an amateur level in the United States for the last 10 years. In the world’s first race driver casting, “OPC Race Camp,” which started with around 18,500 candidates, he qualified for the team of 10 drivers who will race in the 2008 24-hour race at the world famous Nuerburgring. The 10 drivers will compete in front of about 250,000 spectators in May 2008. Whoa, that's a lot of viewers.

So it seems the industry isn't as swamped as I thought. It's good to hear that there are still people out there having a little extra fun on the side. Personally, I don't get the appeal of watching a bunch of cars drive in a circle a million times while burning obscene amounts of gas. But apparently, a lot of people do. Here's to making time for something other than your job...try it sometime.

--Jessie Bove

College Kids--The Future of Retail?

Whoever said college kids only care about keg parties and free food was wrong. Well, at least partially wrong. I'm pretty sure they still care about the free food. But, they also care about securing employment with a top-notch company and receiving real-world experience. You may not realize it yet, but college kids are a demographic retailers need to pay attention to. And not merely for sales.

First off, college kids can make great employees, both on a retail and executive level. They're so hungry for experience they'll do just about anything to win your approval--including sucking up to the toughest of customers. Secondly, they're full of information. Their young minds are simply bursting with the latest marketing, technology and service knowledge that could greatly benefit your team. And lastly, Target is already tapping into this growing demographic, so you better get to it.

Target, known as one of the college crowd's favorite retailers, is taking full advantage of the college scene. Recently, the bulls-eye partnered with the University of Tampa to not only extract valuable knowledge from students, but to scout for new employees. Executives gave students case studies, asking them to figure out ways to best recruit top of the line team members, as well as how to increase grocery sales. Nothing like getting right to the heart of retail issues!

Besides, why pay someone else to do the work, when college kids can do it for free? To top it off, the case studies are positioned as a competition, with a professor choosing the best four proposals and then Target selecting the No. 1 solution--based on creativity, realism and presentation. How cool is that? Imagine having the chance to effectively impact a major corporation's strategy, not to mention, possibly landing a fantastic job--while you're still in college. It's really a win-win for everyone. Students get the amazing opportunity of wowing their professor, fellow students and Target execs. On the other hand, Target gets free SWOT analysis and strategies, as well as a look at some of the state's up-and-coming talent.

According to Target, it plans to extend this competition to an additional Florida university. Wouldn't it be great if all retailers utilized the country's college campuses in this way? Break the doldrums of textbook learning for students, potentially recruit/discover new talent and receive free strategies for your company. Now, that's just a smart way to do business. Kids are starving for real-life experience and retailers are hungry for innovative ideas for their business. No one loses!

Do you know a retailer who has utilized an untapped market, such as college campuses? Or do you have a suggestion on a retailer/university you think would be a great match? Let us know!

--Heather Strang

Pass the GHB, Please

It's time to play, Guess That Latest Recall! Today we have an exciting list lined up for our viewers to choose from. Okay audience, is the latest Chinese-made product to be recalled...A) Pull-Back Action Toy Cars, B) Winnie-the-Pooh Spinning Top, C) Aqua Dots, or D) Big Red Wagon? What's that you say? Well if you guessed C, you're only partially right. It was actually a trick question, the correct answer is...all of the above!

Yes, that's right America, they were all recalled, as well as a bunch of other products made in China for varying reasons with one common factor--they can all kill you. Or more precisely, kill your children. Most of the latest recalls have been due to excessive levels of lead in the products' surface paint--children's products found to have more than 0.06 percent lead accessible to users are subject to a recall. If ingested, lead is toxic--and we all know how much young kids mess with their mouths.

However, one of the latest recalls was so outrageous that I just HAD to call attention to it here and ask, quite simply, WTF? While most of the recalls have been due to lead issues, which seemed bad enough in itself, the Aqua Dots toy recall really takes the cake. But first, a little background...This arts-and-crafts-type toy, which is a popular holiday toy distributed by Toronto-based Spin Master Toys, are called Bindeez in Australia, where they were named toy of the year at an industry function earlier this year, according to the Associated Press. It is not known yet if the Chinese-made Aqua Dots beads are made in the same factories as the Bindeez product, but both are sold by Australia-based Moose Enterprises. The toy beads are sold in general merchandise stores and over the Internet for use in arts and crafts projects. They can be arranged into designs and fused together when sprayed with water (first of all, anything that just magically fuses when sprayed with water should raise a few eyebrows..obviously some kind of chemicals are involved and that's never good).

So, why is this popular toy being recalled? Scientists say a chemical coating on the beads, when ingested, metabolizes into gamma hydroxy butyrate--also known as GHB.  Now, I know what you're thinking, "Wait isn't GHB, you know, the date rape drug?" And the answer is...YES, yes it most certainly is!  That's right ladies and gentlemen, GHB, the date rape drug! (Oh, Awesome!) When eaten, the compound--made from common and easily available ingredients--can induce unconsciousness, seizures, drowsiness, coma and death, the AP reported. Two children in the United States and three in Australia have been hospitalized after swallowing the beads.  The two U.S. children who swallowed Aqua Dot beads went into nonresponsive comas. Nice. Real nice.

Seriously?  I mean, come on, what's next? Remember the stories about the garbage-filled stuffed animals and the cardboard-ingredient food products a while back? The recalls have only gotten worse and are happening more often. It seems each one is more bizarre than the last. Next thing you know they'll be pulling toys from the shelves because they are laced with heroine or candy contaminated with antipsychotic drugs or worse, viagra.

So what do you think the next insane product recall will be (and don't say lead, that's too easy)? You name it, I'm sure it's possible. The more bizarre-o the better. Send us your predictions! Until then, stay safe and try not to touch or eat anything whatsoever--you may want to try not to breathe either, just in case.

--Jessie Bove   

 

Fashion Runway, Hold the Models

As if staging a vertical runway, dangling David Blaine from a crane over Times Square and buying out all of the ad pages in The New Yorker hadn't created enough buzz stunts for Target in the past few years, the cheap chic discounter has unveiled yet another publicity doozie. This week, Target showcased its fall and winter apparel lines in a one-of-a-kind fashion show--with no models, and no real apparel for that matter. The retailer partnered with Musion Systems Ltd. to create a hologram system that features two-dimensional moving images that give the illusion of having three dimensions. Rad. Projected in a section of New York's Grand Central Terminal Tuesday and Wednesday, "model-less" apparel garments strutted (floated?) down virtual runways, wowing oohing and ahhing would-be Target shoppers with grandiose technology. To widen the viewing beyond the more than one million expected passersby in Grand Central, Target will post a video of the show on YouTube, Facebook and Target.com.

Perhaps this is how the fashion industry bucks the trend of waify, 7-ft.-tall supermodels sporting clothing options for the "everyday shopper." Although I must admit, the whole idea seems a bit creepy, freaky, post-Halloween, ghost-like to me. Casper, is that you wearing the striped boxer shorts...or the hologram??

--Alison Embrey Medina

Naked Men Take Over Bloomingdale's

I love Bloomingdale's and I love men. So, it just makes sense that the two would naturally come together. But imagine my surprise (and glee!) when Bloomingdale's announced that dozens of scantily clad men wearing nothing but a new fragrance and a terrycloth robe would be roaming the aisles of their store on Lexington and 59th St. in New York today at 12:30 p.m.

Wait a minute...am I getting an early birthday present?!

Sadly, no. But, I suspect someone at Bloomingdale's read my wish list. Their marketing gurus decided that the most effective way to market Michael Germain's new fragrance, Sexual Fresh for Men, was to have dozens of "sexy, masculine men" wandering the streets of Manhattan. God bless 'em! I can't get a ticket to NYC fast enough (it's $433 round-trip in case anyone wants to send me the cash) to check out this ingenious retail marketing display. I would be going in the name of research, of course.

As a woman, this type of male exploitation brings a smile to my face. Typically, fashion retailers, designers and the like use barely clothed women as a way to advertise or promote their products. And, while it's a pretty successful marketing tool, it also gets more than a little tiring to look at. For the record--women don't really want to see other woman naked, so it's not exactly an effective way to market to us gals. This makes the Bloomingdale's promotion utterly refreshing. Even if I can't personally be there to witness this divine promotion, I will be there in spirit.

It's too bad I can't make it, though, because I have a feeling that total mayhem will ensue. Sexual Fresh for Men is a blend of mandarin, "gentleman's lavender" and a smattering of aphrodisiacs. Michael Germain's first men's fragrance entered Bloomingdale's more than 10 years ago and is still the No. 1 brand, so chances are, Sexual Fresh for Men will be just as good, if not better. Apparently, the marketing execs at Bloomingdale's also want to cause complete chaos in their store. Half-naked men wearing aphrodisiacs, and women, like myself, following them around? Wow. Don't say I didn't warn you.

In any event, please, please, please go check out this fan-tab-u-lous display of men (in the name of retail marketing research!) and report back. And, if you could take pictures with your camera phone and send them my way, that would be much appreciated.

So, ladies and gentlemen--what do you think of this campaign? Sexist or smart marketing?
Would love to hear your thoughts.

--Heather Strang

The Retail Version of Battles of the Sexes--College Style

Thanks to the Internet, we can stalk our target demographic. We can find out what they're looking at online, how long they're looking at it for, what they want to buy and who they want to date. All in all, helpful information, particularly for developing targeted marketing campaigns.

Anderson Analytics' third fall brand survey of college students, ages 18-24, uncovered everything we need to know about college students' likes and dislikes. So...get out your pen and paper, and start taking notes--this stuff is priceless.

Broadly speaking, college students are a rather small demo--only 18 million, compared to the 80 million baby boomers. But, they're very powerful consumers. They love shopping at Target, social networking and are crazy about everything Apple--particularly the iPhone. However, an interesting gender distinction arose in the social networking arena.

Facebook was ranked as the most used social networking site, but twice as many women used the site as men. MySpace was number two for women, but dropped out of the top five for men. Instead, young men are spending their online time on sites such as Digg and Engadget. What this info means for retailers using social networking sites in their marketing, is that their campaigns need to be female-targeted, because that's exactly who's there. So, if you have a MySpace or Facebook promotion currently running, be sure it's geared towards college females.

The number one brand for the college demographic was Apple; while they expressed a love/hate relationship with the Geico caveman commercials (who can blame them?!). But, they loved Axe Bodyspray, iPhone, Burger King and Apple commercials. Even with the tremendous popularity of YouTube, only 8 percent of college students upload videos on the site. Seventy-five percent surf social networking sites, while only 14 percent write their own blogs. This seems a little surprising. I just assumed that every college kid was uploading hundreds of YouTube videos a la Chris Crocker's Britney rant. Guess not...

The bottom line is--we know where the 18-24 demo is and now it's time to target them specifically. It's great to have hard data that shows where women are spending their time, as well as men. This type of insight will allow you to better hone in on the effectiveness of your marketing campaigns.

One final thought that I have to share from the survey--Tom Anderson with Anderson Analytics states that everyone in America wants to be younger, therefore we look to college students to see what they're doing and then, often copy them. Um, is this true? Because I'm pretty sure you couldn't pay me to go back and be 21 again.  But, hey, maybe that's just me. What do you think-- do you want to be younger?

In any event, young or old alike--retail marketing is undergoing a steady transformation with the advent of technology and social networking sites like Facebook. Know a retailer doing a great job targeting the college crowd? Fill us in!

--Heather Strang

Love at First Light

Another furniture store opening on the fringes of SoHo (NYC) where overpriced showrooms are as plentiful as Starbucks might not be the kind of news that sets your heart racing. It may be a hip and happenin’ neighborhood, but take note there are 742 listings for furniture in zip code 10013. So the grand opening of Mitchell Gold & Bob Williams’ first standalone store at 210 Lafayette St. was met by jaded New Yorkers with crossed arms and squinted eyes.

Upon arriving at the store, there were several promising black limos stretched out in front of the façade. There were klieg lights tracing the firmament of night sky for stars, not unlike the way old Hollywood premieres once traced Sunset Boulevard for movie stars. The closest approximation to which was only partners Mitchell Gold & Bob Williams. Both were charming hosts.

Resembling more of a swank after hour’s club than a furniture store, the rooms were quickly crowded in the black sea--that’s the New York uniform of slim cut suits and short cocktail dresses, in you guessed it, black. New Yorkers, it is said, wear black, and will always wear black, until something darker comes along. It was an unusually handsome and smart looking crowd. It was an unusually “cruisy” amalgam. The men were so well dressed I wondered if they had just fallen off the pages of Detail or GQ. Even the boyish waiters appeared to have fallen off a truck at central casting. I was the only (and I do mean only) fish out of water, in my Alexander Julian striped shirt, and bright green tie, the shade of which could be compared to a shamrock in a bowl of Lucky Charms.

Hosting an event in a new store is risky business, one canapé or glass of red wine accidentally toppled could spell the end to a pricey bed or sectional. Still, it was a wonderful site to hold the event as the multiple rooms rife with overstuffed furniture, and primped up beds provided ample seating, and tons of conversational clusters.

The DJ played a fun and fabulous mix of classics and standards from the '50s, '60s, '70s and '80s, and it was not unusual to hear Bill Withers being mixed with Madonna or Rose Royce. Without any room to boogie, one felt that they had stepped into a magic time capsule, and had been magically transported back to a time of youth. It was a brilliant and unexpected stroke of marketing strategy as the Gold and Williams' furniture settings hark back to specific design references from the '40s to present. The minimalist furniture settings providing any number of suitable backdrops, like a Hollywood movie set to play out your scene. Above which, each tableau contains a whimsical comment to capture the irreverent sensibility of the company, like above a lamp display, “Love at first light,” or above a convertible bed display “we’re open to one night stands.” I pondered how true that sentiment might be of several particularly attractive guests.

If Gold & Williams’ name is not easily recognized, don’t lose heart. If they have fallen below your radar, you’ve probably seen their work elsewhere. Mitchell Gold & Bob Williams products are sold through some of the country's top furniture giants and their catalogs, including Crate & Barrel, Restoration Hardware, Pottery Barn, LL Bean, Neiman Marcus and ABC Carpet & Home. Their furniture is so popular that hip hotel chains such as the W Hotels or Rande Gerber's Whiskey Bars treat their guests to Mitchell Gold & Bob Williams furniture in their establishments. Mitchell Gold & Bob Williams, do not have an Oprah Winfrey as muse, as does colleague Nate Berkus. They do not have a TV makeover show as do Tom Felicia, Doug Wilson or Christopher Lowell. They instead rest on their considerable skills, hard work and exquisite taste. They move quietly. There are more interested in promoting their product, not themselves.

--Ron Knoth, Guest Blogger

Retail Marketing Rocks the House

Retail marketing should be fun. Forget about coupons or those silly "buy two, get one free" offers. No, what I'm talking about is crafting incredibly clever and engaging marketing tools. Contests and giveaways that 1) give consumers something they really, really, really want (iPod anyone?) and 2) can be used for multiple marketing purposes. Fortunately, some retailers are making this happen in a big way and everybody's winning.

Take, Patagonia, for instance. They sell outdoor gear to sports enthusiasts, such as: skiers, rock climbers, surfers, hikers, fly fishermen/women and snow boarders. Recently, they created a photo contest titled, "Capture a Patagoniac", where customers are asked to send in a photo of themselves or a family member (blackmail time!) partaking in some type of sport. But, the catch is, they need to be donning Patagonia digs. If you can find a photo of a family member rock climbing, then you've really hit the jack pot. Because no one looks good in those harnesses. I'm serious. I've had to burn every photo of me on a rock climbing wall just to protect myself from this type of exploitation.

Even if the photo is fairly embarrassing, Patagonia makes the pay-off worthwhile. For one, customers are able to vote on their favorite entry. Rally your friends' folks! From there, Patagonia will award gift cards ranging from $50-$100 to three finalists from each of their 23 stores. Then, all of the finalists are entered to win the grand prize vacation to Vietnam. Patagonia partnered with Backroads Travel Co. to put the trip together, which means this fabulous contest probably cost the retailer virtually nothing.

Patagonia = Smarty McSmarterton. Not to mention, they'll now have oodles of photos of customers happily (or in the case of rock climbing photos, awkwardly) sporting their gear. Make customers sign a photo release and you've got print/Web marketing images for years to come. If I could, I would high-five Patagonia's marketing director, right now.

And wait--there's more. 99 Cent Only Stores are rockin' it by giving out 99 cent iPods to the first nine customers at the opening of any of their new stores...99 cents for an iPod?! Where do I sign up? After that, the next 99 customers can purchase a scooter for 99 cents--although there's no clarification if this is an old people's scooter or a Dumb & Dumber scooter. But, honestly, who cares, 99 cents for a piece of operating equipment? I'll take it! Oh, and it keeps going. The following 99 customers after that can buy a handheld sewing machine for 99 cents. I can sew things with a handheld device? Life is soooo good.

The next 99 after that receive the oddest gift of all--a three-in-one vacuum/flashlight/fan. Wow, I was really excited until that one. You mean, I'm going to vacuum the floor in a dark, hot room? Okay, it's only 99 cents, so I might as well...It keeps going as every 99 customers through the door receive handy items like a professional organizer, clip-art jelly pen (huh?), automatically powered scissors and much more. The point is, they're giving away good stuff--except for a few random items--and they're doing it all in increments of their brand. How fun (and smart!) is that?

So, these are the retail campaigns that are catching MY attention right now. What about you? Know a retail marketing genius? Tell us about it!

--Heather Strang