OPERATIONS

Study: Consumers want real apparel personalization

BY Dan Berthiaume

Emeryville, Calif. – Consumers in the U.S. and U.K. feel overwhelmed by targeted apparel marketing messages, but are responsive to messaging that includes genuinely personalized information. A new study of 409 U.S. and U.K. consumers from the Economist Intelligence Unit (EIU) indicates that 66% of consumers say that many personalized apparel messages are annoying because attempts at personalization are superficial.

Furthermore, 71% of consumers said they receive so many targeted apparel messages that use of their name no longer makes a difference. However, when they receive a message that includes details of previous transactions or other personal details, 25% say they take it more seriously. Other interesting findings include that 75% of consumers seek information about apparel pricing and promotions through branded digital channels rather than through third-party sites.

In addition, 75% of consumers said they most want pricing and promotions from apparel retailer company channels. EIU analysis also indicates that the apparel industry stands out for its continuing use of offline marketing channels and slow adoption of online marketing channels.

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Overstock.com new ads are Snoopified

BY CSA STAFF

SALT LAKE CITY — Utah-based online retailer Overstock.com has a fresh round of TV ads, and they feature Snoop Lion (formerly known as Snoop Dogg), his wife, Shante, his daughter, Cori, and his sons, Corde and Cordell.

The ads depict Snoop using Overstock.com to find products that solve his wife and kids’ most pressing problems.

"This was an inspired collaboration," said Overstock.com CEO Patrick Byrne. "The collaboration between Snoop Lion and Overstock.com turned out to be much more effective than either party imagined at the outset."

The ad’s story line plays out over Snoop Lion’s single, ‘The Good Good, ft. Iza Lach," off his new album "Reincarnated." The ad shows a more family-oriented side of Snoop Lion.

Overstock.com’s relationship with Snoop Lion will extend beyond these ads, and will include a portion of the company’s website — to be called the SnooperMarket — dedicated to selling Snoop Lion-branded products and showcasing a subset of Overstock.com products, curated by Snoop and his family.

This is the latest in a series of pairings of Overstock.com and well-known celebrities. Previously, the company produced ads featuring musicians Jason Mraz, Ne-yo, bluegrass duo Joey and Rory, as well as professional basketball player Carlos Boozer.

"It was fate," said co-president Stormy Simon, who was the driving force behind the Snoop Lion collaboration. "The stars aligned and brought Snoop and Overstock.com together at just the right time. And the outcome exceeds anybody’s wildest expectations. The ad is magical."

Snoop Lion’s camp first contacted Overstock.com to partner on a new project and after initial conversations, it became apparent that together the two brands have immense potential.

"There is a special alignment we identified between the Snoop brand and Overstock.com," said Nick Adler, VP of business development at Cashmere Agency, the creative marketing company that developed the multimedia campaign. "We are looking forward to this robust partnership with Overstock.com that includes further innovative cross promotions between the two brands."

Click here to view the ad.

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OPERATIONS

GNC names Loblaw vet as executive VP business development

BY Dan Berthiaume

Pittsburgh — GNC Holdings Inc. has named Carmine Fortino as executive VP business development. He most recently served as president of North American operations for Atrium Innovations Inc., a Canadian natural health products company. Fortino also previously held various management roles within Loblaw Companies Limited, including executive VP of Ontario operations, as well as executive positions with Zehrmart Limited, a grocery chain owned by Loblaw.

"Carmine is a great addition to the GNC senior management team,” said Joseph Fortunato, GNC’s chairman, president & CEO. His background in multi-channel development across the health & wellness segment will enhance our approach to new market opportunities as we continue to implement GNC’s proven growth strategy."

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