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business Podcast Retail social media technology

Why retail ‘experience’ is jargon

Creating retail experiences is essential for successful brick and mortar today, but it’s not a silver bullet, explains Jess Christie, chief brand officer of MatchesFashion.com, on the latest episode of the Innovators podcast. 

This is a luxury retailer that opened a new physical store in London’s Mayfair last year and hosted more than 100 different events in its first 9 months. If anyone knows what it takes to pull this sort of thing off, it’s Christie. 

“I think everyone should be doing it, but I think the problem is that you can’t just say we’re all going to do experiences, and then say that means we’re going to do loads of ‘in-conversations’ and that’s what an experience is, and then be cookie cutter. You have to really challenge yourself to know what your brand is, who your customer is, and what would engage and inspire them,” she explains.  

Indeed, by not thinking like this, the word ‘experience’ in itself has become almost meaningless, Christie suggests. It’s overused and often without direction – believed by many to be the answer to saving a challenged industry. Which is why we see everything from yoga classes to floristry workshops and ball pits taking over shop windows. 

A recent study shows that one-third of chief marketing officers will dedicate up to 50% of their budgets to experiential marketing over the next five years. The winners will be those who, as suggested by Christie, don’t just think of it as a silver bullet. 

There are of course examples of this truly working in the market. Apple, Nike and Lululemon have all made a name for themselves for their approach. MatchesFashion.com is now taking its strategy on tour around the world. 

Jess Christie, Chief Brand Officer at MatchesFashion.com & Rachel Arthur, co-founder & chief innovation officer at Current Global

Join us for this live conversation with Christie held at a FashMash event in London as we explore her view on all things experiences, as well as what it means to think about personal shopping through the eyes of technology today, and the role content plays in connecting online and offline together.

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Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

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Campaigns Podcast social media

Missguided on the relevance of reality TV

Missguided's Jonathan Wall
Missguided’s Jonathan Wall

UK hit reality TV show, Love Island, is all about meeting the customer where she lives, says Missguided’s chief digital officer, Jonathan Wall, on the latest episode of the Innovators podcast by TheCurrent.

“Love Island for our sector, it’s kind of like the annual peak, or the annual Christmas, of [other retailers]. It’s our nirvana. You could not find anything else that’s absolutely spot on to our bullseye customer,” he comments.

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The fast fashion multi-channel retailer saw its sales spike 40% during the show this summer, which all came down to reigniting and re-energizing lapsed customers of more than six months, he notes. Product placement, which is essentially what this was, isn’t new in strategy – but it’s effective when it’s done right, he explains. In this instance, his team designed looks and dressed all of the stars in the show.

Wall’s strategy is focused primarily on relevancy to the shopper, much of which comes from the fact his team internally are those individuals themselves.

“One of the big big advantages we’ve got as a business, is that our customers are actually our team… Our average age in our business is 25, and guess what, our average customer age is also 25. You cannot overemphasize the advantages you get when every single day you are walking amongst your customers. It’s a tremendous advantage.”

Missguided x Love Island
Missguided x Love Island

It’s that laser-sharp focus on who they’re targeting that also let’s Missguided play with partnerships, he adds. The brand launched a collaboration with Playboy this summer that was met with a heavy dose of debate, but ultimately succeeded because of how relevant it was to the shopper it was intended. “It again hit the nail on the head for our customer,” Wall explains.

In conversation with Rosanna Falconer at a FashMash event in Missguided’s hometown of Manchester in the north of England, Wall also shares his views on what’s coming next in influencer marketing, which of the big social channels he’s focused on, and just why he likes to court a little controversy along the way.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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business Campaigns Podcast social media technology

TheCurrent Debate: Is there real value in CGI models?

Balmain CGI Models
Balmain CGI Models

CGI models are having a moment in luxury fashion right now, but it’s up for debate as to whether they hold true value for the brands embracing them, according to the latest episode of the Innovators podcast by TheCurrent.

Co-hosts Liz Bacelar and Rachel Arthur, who discuss various technologies pertinent to the industry every month on this show, bring opposing viewpoints to the table.

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CGI or virtual models have been used in fashion advertising campaigns to an increasing degree over the past few years, with big name brands including Louis VuittonPrada and Balmain all employing them. Some of those involved, including one called Lil Miquela, and another named Shudu, have generated enormous buzz and impressively large social media followings as a result, as though they were indeed influencers in their own right.

Lil Miquela for UGG
Lil Miquela for UGG

Most recently, Lil Miquela featured in UGG’s 40th anniversary campaign, blending in seamlessly alongside two real-life influencers as though she were a natural part of the cast. For the unsuspecting onlooker, it’s not immediately clear she’s not.

One of the questions raised during the episode is whether such a move is merely about gaining from some of the hype such models currently present, or if they can in fact drive ROI for the brands making use of them long term. Rachel presents some interesting statistics that show how engagement of for CGI remains significantly lower than any example of a ‘human’ influencer, but Liz counters that view with the argument that what we’re looking at here is a form of artistic expression.

The duo also dive into what such flawless representations of women mean for beauty ideals in the era of fake news we currently live in, as well as the notion that we may all have a CGI or avatar version of ourselves in the future, not least the real life influencers who could ultimately gain increased revenue opportunities for themselves, even posthumously.

Catch up with all of our episodes of the Innovators podcast by TheCurrent here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.