Recently I was lucky enough to be interviewed by Accepted.com on my experience at Columbia Business School. The interview is now live on the site! Over the past two years I have counseled several former colleagues through the application process, and this was another great opportunity to share my thoughts on CBS and what makes it a unique place to get a MBA. Here is the link for the full interview, and please feel free to reach out if you have questions about CBS!
Yesterday Yoox announced a merger with Net-a-Porter on what seemed like an offensive move against rumors that Amazon was going to purchase NAP. I haven’t seen much more speculation on the Amazon rumblings, but nonetheless, it proves that Amazon will have to continue to search for their entry into the luxury market. As a former intern of Yoox, I couldn’t be more excited for them in this next venture and believe it will give them even greater power to become the luxury ecommerce powerhouse Federico has always meant for them to be. After spending time there, I think one of the biggest benefits (as laid out in a Bloomberg article) will be NAP’s editorial prowess. It was my understanding that Italian laws were holding back Yoox in this regard, but with publications like The Edit and Porter, there will be a ready-made outlet and talent pool from which to draw and grow Yoox’s presence in editorial.
I’m envious of any interns who will be in Milan this summer, as I can only imagine how interesting it would be to work in the office of the CEO post-merger!
Starting next week I will be guest blogging for Columbia Business School's Chazen Global Immersion Program as I travel to Abu Dhabi and Dubai for class, and I'll be reposting here! I have already fled the cold weather in New York for Paris, Burgundy, and now Oman, spending my first day in the Middle East as a solo female traveler - something I didn't expect to do. However, any previous hesitations were laid to rest today while driving around with my guide, Ali. Riding in the front seat of his Toyota SUV (are there any other SUV's in developing countries?), we chatted as best as possible in his limited English. It's a relatively new country, development wise, with many buildings in Muscat dating to the current sultan, Qaboos bin Said Al Said. It's been a peaceful and quiet respite from New York, and obviously a warm escape. Tomorrow we head out to the desert, before the class trip formally starts on Saturday night in Abu Dhabi. Looking forward to sharing more!
So last week I wrote about a new Instagram service from Piqora that wanted to offer a way to make the photo app shoppable. It wasn't perfect, there were still a few steps involved, but it seemed like social media and software startups were going to need to develop workaround solutions since Instagram itself wasn't making any moves towards better shopping integration. Instagram wanted users to stay on the platform, not follow URL's off to the web, never to return.
Well, yesterday Instagram introduced a new advertising format that allows brands to create a carousel of photos, and ends with a "Learn More" button that takes the consumer to a brand page on an internal browser. With one touch, the user is taken back to the regular platform.
While this still exists within an advertisement perspective, and not on a brand's own Instagram photo feed, it at least shows the company recognizes both brands and users want a better solution. Not everyone is willing to click around to the URL in the main profile, to end up on a mobile site, to then navigate further to the specific product you saw in a picture. Pinterest - with its newish shoppable pictures and analytics - serves as an important and lucrative referral channel for the luxury eCommerce company I'm currently working with, I can assume Instagram wants in on the action.
Today a company called Piqora, which does social media analytics and has services like Instagram contest management, launched a new product called Tapshop. As its moniker may imply, Tapshop enables (a form of) shoppable Instagram pictures. I put "a form of" in parentheses because no company has come up with a full solution - and I'm not sure they would without getting Instagram's blessing or help.
LiketoKnow.it launched its attempt at building a solution last year, with the help of Vogue's praise. A user must register with the platform, and then once she or he likes a photo (assuming the photo is also tied to the platform), the user gets an email with shoppable links to the products in the photo. It's a solution, but not perfect; one still has to wait till the end of the day to get a summary of all the products they liked on Instagram. It still doesn't feel truly shoppable. The platform is popular with style bloggers seeking affiliate revenues.
Tapshop is a form of Like to Know It, but is being pitched to brands. As a clothing brand, I would have my Instagram followers register with Tapshop (via a link in my profile), then after the follower likes a brand post on Instagram they get an email of the products. The difference is, this now links to a Tapshop landing page for my brand. This seems like a quick solution for brands looking to capitalize on a wealth of Instagram followers.
Yet there's still a major flaw, in my opinion. The email sent to users with liked products links to a page that is hosted by Piqora/Tapshop, not the brand. The brand (or multi-brand company) loses editorial control over the shopping experience. Seeing as this is already such an important, and often tricky, part of the eCommerce user experience, I wonder who and how many will sign up for the service. For current Piqora users it might make sense, because you just continue rolling up social media analytics in one place. For others, I would either suggest sticking with Like to Know It, or follow in Yoox's steps and develop a solution on your own (yoox.ly/instayoox). I was at Yoox over the summer when the social media manager was working on this with internal developers. The link in the profile takes the Instagram user to a mobile site that is a page of all the Instagram posts. Any picture with a shopping bag indicates the products are shoppable directly from the site. It's such a user-friendly solution, I'm looking forward to Yoox potentially white labeling the product and implementing it with the brands whose websites they host. Maybe I'm biased because I worked there over the summer, but I do believe Yoox is quite an interesting company, too often flying under the radar.
While I would like to assume, along with many in the industry, that Amazon will not succeed in their push to sell high-end clothing and accessories, I am very interested to see what Jeff Bezos' persistence can achieve. I also believe there's a bigger reason behind the interest in luxury fashion, because that market is fairly small, compared to Amazon's market prowess and goals. Is it attracting that customer to buy other things? Attracting other vendors with the allure of luxury brands listing on the site?
Currently only 16 of the top 100 global prestige brands sell on Amazon, according to L2. My guess is that most brands will watch and wait to determine if and when there is ever a need to jump onto Amazon. Personally, I hope that takes a long time. Other, much smaller sites, are working hard to curate and create an optimal luxury shopping experience online. Yes, many customers want a discounted designer item, but the allure of the purchase must remain, and buying from Amazon completely removes that feeling.
“It’s a prize that everybody would love to get. The idea is that if luxury brands will work with you, everyone else would fall in line,” said Forrester Research analyst Sucharita Mulpuru... “The truth is, Amazon is not Neiman Marcus, and the consumer recognizes that.”
The Wall Street Journal came out with an interesting piece the other day, citing research that says women "who use Twitter several times a day, send or receive 25 emails a day and share two digital pictures via their mobile devices per day, experienced 21% less stress than women who do not use those technologies." Interestingly, no such stress reduction existed for men. Yet at the same time, women also experienced more stress through social media when learning about close friends' pain.
In a group discussion in a recent class at Columbia (entitled "Personal Leadership & Success" - worth checking out the external site), it was mentioned that same-sex friendships between men and women differ largely in the way we connect with each other in hard times. Women want to talk about it, guys offer to buy their friend a beer. This study seems to put some numbers behind our proclivity and need to share. Would be interesting to try and connect the dots further.
While I admittedly never finished "Lean In," I have really enjoyed the "Women at Work" series in the New York Times by Adam Grant of Wharton and Sheryl Sandberg of Facebook. The most recent column focused on why women did not speak up more at work. I identified with this article, found the research and insights behind the writing interesting but not surprising, and promptly shared with my father and boyfriend. There's lots to be done in order to improve this, with a focus on the bigger picture:
"The long-term solution to the double bind of speaking while female is to increase the number of women in leadership roles. (As we noted in our previous article, research shows that when it comes to leadership skills, although men are more confident, women are more competent.) As more women enter the upper echelons of organizations, people become more accustomed to women’s contributing and leading."
This week Marriott International announced they would be taking a page out of Red Bull’s book and launching their own in-house content studio. The group will develop, produce and distribute content that will include web series, short films, TV shows, music events and movies. Marriott’s global marketing officer notes “the purpose is to create and establish original content as a key component of the company’s global marketing strategy,” moving away from focusing only on traditional hotel marketing to sell rooms. Specifically, Marriott is looking to become the Red Bull of the travel industry, producing content to build “communities of people passionate about travel that will drive commerce.”
Recently, a survey by media software company Levels Beyond took note of consumer and marketer attitudes towards branded video. 42 percent of consumers say they like when brands share a video online, and 61 percent watch videos when shared by a friend. However, 75 percent of marketing professionals say they “rarely or never” produce videos to share with their followers online. The disconnect is somewhat alarming, and highlights a huge opportunity for brands to fulfill those customer needs in the digital space.
Lack of funding and other resources is often the reason why companies have not invested in branded video content, yet marketers need not have Fortune 500-like deep pockets to invest in video marketing. Companies like Volkswagen, Virgin Mobile, and NASA have used Vine and Instagram as part of broader campaigns, and the short broadcast times are both free and easier to experiment with.
For Marriott, they will look to leverage their 45 million Marriott Rewards members as a loyal base around which to build further brand enthusiasm. The company plans to promote the new video-based content through its website, mobile app, social media channels, and in-room TV network – a captive audience. Through content, Marriott plans to build relationships with people (and particularly millennials) to both inform and entertain in hopes they’ll return to a familiar and trusted brand.
Starwood Hotel’s The Luxury Collection is the latest luxury brand to launch a microsite dedicated to marketing a new product, service, or facet of the company. The site is eCommerce-focused, featuring The Luxury Collection Store, where consumers can purchase bedding, towels and robes, as well as art. All products on the site are those that are used in the various Luxury Hotel Collection properties, bringing the guest experience home.
The microsite has become an increasingly popular medium through with luxury brands introduce new products, largely because the channel allows for a much more focused message, free from the distractions of current products already shown on the full brand website. By definition, a microsite is a discrete entity within or complementing an existing website or offline identity. Often it is much more editorial than the brand’s regular eCommerce-based site. Video and other content on the microsite allows the user to narrow their focus and “creates a ground for greater awareness among consumers and social media followers.” Some brands have exclusively promoted their microsite via social media outlets, particularly on Instagram.
Donna Karan launched her microsite for the perfume Cashmere Mist solely through the brand’s social media accounts, and the microsite even now cannot be accessed through the Donna Karan full website. Similarly, Dolce & Gabbana created a limited time microsite for their Light Blue fragrance, and Aerin Lauder’s Aerin Beauty built a microsite that educated the customer about the brand’s scent profile.
Because microsites are focused in their message, they can convert more efficiently, attract a better quality audience and are often easier to manage from a content quality perspective – the latter of which is very important to digital teams that do not always have the resources internally to drive frequent content creation. Additionally, a microsite with focused content helps map semantic associations to the benefit of the main site.
Microsites are certainly not a new concept, but are being used in increasingly creative ways by luxury brands, perhaps as greater budget is allotted to digital - a trend which hopefully continues in the future.
“Whereas heels were once integral to power dressing, flats now connote a liberation from that stereotype. As clothes have become more gender-neutral, the need to announce our femininity with a percussive soundtrack has vanished.” - NYT T Magazine
Spending the summer at a tech company with a luxury bent, and based in Milan, I will say I was very surprised at the number of flats I saw in the office. In fact, I have only worn heels to work twice in the past eight weeks. Compare that to New York in particular, and I am sure I would be wearing heels at least 85% of the time. As the article notes, it has been refreshing and liberating to wear flats all the time, everywhere. Plus, it is quite hard in heels to navigate all the cobblestone streets and slanted sidewalks that are so common in this city. However, I do wonder if I’ll keep up the sensible, chic, choice once I return stateside...
Yesterday I saw a post on Product Hunt for a denim company, which seemed odd on the tech-focused blog, but not out of the ordinary considering there have also been postings for book releases and food (and if you have not yet checked out Product Hunt, go spend some time nerding out, browsing the postings). Hiut Denim Company is a startup based in the small Welsh town of Cardigan, only 4,000 strong, that used to be home to a denim factory that employed 10% of the town and churned out 35,000 pairs of jeans a week. Then the factory closed, “but all that skill and knowhow remained,” though few outside the town would know.
Hiut Denim was founded to restart the factory, utilize the existing skills, and bring economic vitality back to the town. The brand prides itself on a singular focus: “We make jeans. That’s it. Nothing else. No distractions… No kidding ourselves that we can be good at everything.” They also strongly advocate a no wash policy for the first six months, the factory can only make 100 pairs a week, and they currently only work with stockists in Europe, but the restrictions give it a clubby, in-the-know feeling. Though the company has been around for a few years, will be interested to follow their progress now (and the blog!).
Hiut reminds me of another startup, Satya Twena hats, which started with a Kickstarter campaign to raise money to restart operations at a New York hat factory that she had been using for her business. I participated in the campaign, got my custom made hat, and have been following their progress since – several of the hats were even featured in Bill Cunningham’s “On the Street” weekly piece. Twena’s efforts are part of a larger push to bring fashion manufacturing back to New York, and with two successful Kickstarter campaigns and a slew of press, I hope the millinery will be part of the movement for a while.
Have really enjoyed working for such a dynamic company, and love seeing the CEO on the cover – inspiring to see a (Columbia!) MBA fashion world outsider become so successful:
“To achieve this Marchetti has done something that, in the year 2000, appeared unlikely: he has succeeded in persuading executives in the luxury good industry, many of whom were initially skeptical toward online retail, that e-commerce can complement their traditional activities by providing them with a global sales platform and new ways of marketing their products through responsive, elegant websites.”
This past weekend I decided to make like the Milanese and head for the coast. For some reason, I had always wanted to go to Portofino, enthralled with the jet set reputation. Therefore, I bought a train ticket, booked an Airbnb, packed up the Goyard, and left early Saturday morning. Though the weather was dismal on the way there, we literally came out of a tunnel and lo and behold, the coast was perfectly sunny. The old woman sitting across from me did a little cheer, and started telling me about how the weather can be so different between the coast and the city. I managed to catch every few words.
The train actually stops in nearby Santa Margherita, another gem of a resort town, with a well-established strip along the coast and a decent sized harbor with sailboats and occasional motor boat. For just 6 euros one can take a small ferry from Santa Margherita to Portofino, a ten minute ride with beautiful views, not least arriving into tiny Portofino. It really was much smaller than I expected, consisting of shops and restaurants ringing the harbor, and two other lanes with a handful of negozi. Though the word “shop” might not apply given they were boutiques for Louis Vuitton, Loro Piana, and Hermes. Then there’s Spinnaker and Mingo, both started in Portofino decades ago, and serving up additional designer goods and Italian leather shoes. It was beautiful, and peaceful, to be in such a secluded town on the water, but as a solo traveler, only so much time can be spent wandering three streets and one hiking trail (which I tried in patent leather flats). I’ve decided that if and when I return, it will be on my own boat, no ferries allowed.
Then it was off to Genova for the night, a beautiful port city that gets a bad rep in Italy. The old town area is full of winding alleys, grandiose palazzi, and restaurants spilling out onto the streets. Genova is also the birthplace of pesto, thus I felt obliged to order a traditional pesto pasta for dinner. That, along with curry and orange mussels and local wine, at the lovely Pintori. When I ordered the wine the waitress asked “just one glass?” as if that was a ridiculous thing to do. I went along with the half bottle, and did not regret it.
Last Friday I tagged along to a birthday party for a South African industrial designer who has been living in Milan for the past few years. A short cab ride from Navigli to Cascina Cuccagna, the venue was everything you would look for on a Friday night in the city - house prosecco, aperitivo snacks, plentiful outdoor space, and lawn chairs in the grass. The crowd at the restaurant was slightly older, and the birthday party was decidedly international. South African, German, American, Spanish, Swiss, Italian, most hailing from SPD, the Scuola Politecnica di Design. One conversation with an Italian architect focused on the American films from the 1960's, while a relocated Swiss tried to argue against our claims Switzerland was more beautiful than Italy. I really enjoy meeting interesting, ambitious, people who have found something unique to pursue and you can tell are going to be successful, in their own way. New York is chock full of this type of person, but I am mostly surrounded by the business type at school, and have loved meeting more the artsy and creative while here.
For the World Cup, Adidas has set up quite the scene along the Naviglio, on the canal next to mine. There are several outdoor viewing screens, a small floating area with lawn chairs and a private screen, and a floating mini football field. I met up with my German friend and coworker, and we set out for the screen at the southern end of the action. A BYOB crowd had already formed, so we asked the closest restaurant if it was possible to order a drink to go - and this being lovely Italy - it was! Two panaches (beer + sprite) in plastic cups, and we were set for the game. Such a fun atmosphere, even though Italy wasn't playing.
Last week I arrived in Milan for the summer, settling in for an internship in between my first and second year at business school. I am working in fashion tech, specifically luxury, and couldn't be more excited to experience the Italian way of life at work and around the city. Though I have traveled extensively (23 countries), I had yet to work abroad for more than a month, having previously worked with a NGO in Panama for a few weeks.
This weekend, fine settimana, was my first opportunity to really explore the neighborhood, and take in the atmosphere of the city. Coming from New York, I liken it to the East Village. Restaurants and small shops line the two canals, with nightly aperitivo offering up a drink and full buffet for a mere 8 - 10 euros. A lovely way to start, and continue, the night.
The picture above is of my (nuova) friend Sonja, from Frankfurt, who works at my company and just started in PR. Her apartment is absolutely adorable, the greenery is almost too perfect, so had to snap this picture.