• VINSIGHTS

    The evolution of brand awareness and marketing in Retail.

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    August 2019

    The evolution of brand awareness and marketing in Retail.

    How times have changed.

    It was only 5 years ago that we could shop in major towns across the UK and walk into department stores such as Debenhams, House of Fraser, Beales and many more independents, and find brands that no longer exist - to go one step further some the departments stores that we used to shop in no longer exist.
    Are the days of marketing your branded products via in store concessions with 3rd party partners over?
    Moreover and strikingly, dare we suggest that the days of marketing and selling your brand with 3rd party websites such as ASOS, FarFetch, Zalando, Net-a -Porter amongst others have lost their appeal?
    Why fuel their own private label designs with a brands intellectual design ideas?
    Why give them the Intel on customer shopping behaviour?
    Is the kudos now about gaining a credible CRM than the having your brand affiliated with these websites perhaps?

    These are the questions that many of the smaller brands today that we consult with ask themselves, as we all become aware of the power of internet shopping and not fully understanding the backend algorithms that make it happen we have relied on these 3rd part sites with the big market budgets, customer databases and know how to sell our brands, but is this a short term solution?

    Social media influencing is paving the way forward, with clever brand positioning and targeted campaigns you can just as easily make sure your brand is in front of the right eyes with only one click away from a sale. Facebook and Instagram is much more than a ‘Voyeurs’ journey in what ones friends are up to, where they are and what they eat! They are a means to adapting to a different type of selling. These social media platforms know more about us than we think, but in a positive way so that you the audience, are presented with products that you actually want. If you are a user of these platforms, you will no doubt have purchased from seeing a product first on social media and then buying via direct or a link. These platforms engage with their audience differently, we are a nation with less patience; thanks to Amazon when we see something, we want it now. It’s clear that the offline marketing days of print don’t allow instant buy in contrast to when you are 35,000 miles in the air browsing Facebook and Instagram you can buy instantaneously, better still if you have purchased at the airport and about to board a long haul flight there is a good chance that it will be waiting for you when you get home! Crazy but true.

    Notwithstanding the above, the clever brand that exploits these platforms gain benefits of building a rapport and loyalty with their customers in a newer more effective way, whilst the brand continues to drive campaigns and content it delivers what we call the ‘halo effect’ with their customers, by implanting brand awareness subconsciously in the customers mind that proves invaluable, more importantly it allows the brand to understand
    1. What your customers purchase
    2. When they purchase
    3. How often they purchase
    4. What products are selling
    5. The rate of sale

    Leading back to the all-important function within retail - Merchandising.
    This vital information allows you to plan your range and OTB, gain better insight into introducing new lines crucial to the growth of a young brand and understand what their customers like as well as manage returns and calculate margin more effectively.

    V&C Digital Marketing Services have successfully delivered Paid Social and PPC campaigns to our brands, working closely with them on strategy and getting their campaigns exactly right.
    With over 20 years of analytical and brand experience we can deliver measurable growth via your online presence buy having strong knowledge in the fashion retail sector partnering up with your digital team giving you un-apparelled level of service navigating in this challenging and exciting arena.

    Additionally we are excited to be hosting our next V&C event/workshop in October together with the Head of Retail from Facebook/Instagram, date and time to be announced...

    To register your interest in our Facebook/Instagram event or for further information on case study's and how we can help your brand, please feel free to contact us on 02036681466.

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    15/01/20

    Denim Production - YOUR Way Forward...

    Did you know… Denim laundries are one of the highest polluting facilities on the planet. 3 – 4% of a factories production is waste. UK is predicted to buy 87 million pairs of jeans this year SO… The UK Retail needs near-shore flexibility to reduce over production and respond to the market’s needs. About 70L litres of water is what it currently takes to finish one pair of jeans. This can be reduced down significantly to 5 Litres by companies like Sartex. Within 5 years jeans will be able to be created with only 100% recycled water through the Ozone or harvested rain water.   The fashion industry is unable to continue the way it is going and is desperately looking for more sustainable means to suit the needs of the consumer. Denim is one of the most contaminating industries and over 10% of global greenhouse gas emissions are created by the fashion industry. Waste garments represent about 3-5% of every factory's inventory. Asia production is planned 6 months in advance and Turkey (the main close to home supplier of denim) lead times for repeats are 3-4 weeks. This gives little flexibility for companies to react to consumer trends. Subcontracting is still rife in many countries due to large demand. Visits to factories are infrequent and checks made on factories are often done by 3rd party services - Sartex are completely verticle from Inspection of Fabric, Laying, Cutting, Confection, washing and finishing all in Monastir. Retailers are under a considerable amount of pressure to meet ethical and environmental targets. £140 million of clothing goes into landfill each year – washing garments in the UK will reduce over production and waste. We are working to help sustain and introduce better alternatives to Denim production which of all the garments manufactured worldwide utilizes the most water, waste, chemicals and energy, as such we are launching the Sartex/Denim House services here in the UK - already working with UK brands Fat Face and Whistles as well as Global brands from 7 for all Mankind, Diesel, Replay to Boss amongst many others. Using organic, sustainable and recycled fabrics together with their advanced eco production. Sartex/Denim House have committed multi-million Euro investments in their incredible facilities in Monstir, Tunis. From Jeanologia and Tonello’s state of the art Ozone and Laser machineries to their Water treatment plant that recycles 70% of used water back into the factory and the balance clean enough to enter the Tunisian water system. Sartex/Denim house’s senior management team will be showcasing their new innovative developments, processes and commitment to Sustainable Denim in person on the 21st January 2020 – for more information about attending contact shelley@vandc.uk #commitedtosustainaibility

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    December 2019

    We've got the 2020 vision!

    As we wave goodbye to the last decade, we welcome 2020 of what V&C believe to be a positive and exciting start to the next decade. With Sustainability and Digital being at the core of our business focus. It is moving to reminisce on how many iconic brands have left our high street due to the retail apocalypse, those include Mothercare, Jack Wills, Karen Millen, East and Bon Marche – to name few. This creates opportunities for the new brands to step up and deliver innovation and style to the ever-changing retail landscape, most of whom are incorporating sustainability, recycled and organic fabric development into their collection, seeing the evolution of sustainable brands such as Veja, Raeburn and others. V&C continues to grow it’s event side of the business that have included content rich and exciting topics in collaboration with Google and Facebook for the digital side and launching Sartex/Denim House collaboration for the Sustainable Denim production. It is apparent, due to the successful attendance of these events, that UK brand and retailers continue to explore and grow their business through ecommerce and drive their sustainable action plan as the consumer become mindful on environmental issues – a paradox in itself. Our digital growth both in terms of recruitment and our Digital Marketing Services across PPC and Paid Social delivers excellent returns and campaigns for our retail partners. The UK seems to be ‘Online - all the time’ with the average British household now owning a staggering 7.4 internet devices. Our Digital event in November 2019 partnered with Michelle Capp (Head of UK Retail at Facebook and Instagram) where we discussed how brands can drive traffic to their websites through the power of social media, PPC and SEO. Brand awareness is key, all brands have a story to tell - it’s just how you tell it! We look forward to the start of 2020 for many reasons, in January we have our new event scheduled around Sustainability, we have new brands on board to start the digital campaigns and we have lots of fantastic new opportunities for our candidates across all retail sectors from Technical, Commercial, Buying and Merchandising.  V&C wish all our clients and candidates a very Merry Christmas a happy, healthy and prosperous New Year!

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