September 29th, 2008 by Sten Franke
I know, of course, that retailers worldwide have been selling fashion products online for a long time, but how many times have you actually stumbled upon a brand you didn’t know before because of a sophisticated marketing strategy that just hit you? Exactly – me neither.
The awareness of how important online marketing really is today has not reached beyond a very limited number of people. Marketing is no longer subject to classic media and could be highly effective on the internet. However, there are no trained people to do the job. Universities don’t offer according programs. There are only a small number of online marketing courses in the US as well as in Germany (only started this year) although marketing should realize that it needs to expand to the internet to reach consumers, since (almost) everything happens online.
Fashion designers in Milan, Italy, finally realized how important online marketing has become. “It took time, but Italian fashion companies have come to recognize the potential of online sales and now one of the country’s most highly regarded universities is stepping in to train a new breed of managers for that growing industry. … In November the business school at Milan’s Politecnico University, called MIP, will inaugurate Italy’s first master’s degree program aimed at creating specialists in online fashion sales,” The Global Edition of The New York Times reported a few days ago. So far, many Italian fashion labels have lagged behind their peers. Some (e.g. Versace) still don’t have online sales presence. – Their reasons, i.e. problems: fear of damaging their brand, complexity of payment, shipping and returns.
Italian fashion companies support the academic effort. The Yoox Group, a multi-brand internet retailer that pioneered the sale of fashion products online, helped develop the program and provides 3 scholarships. Also, Giorgio Armani offers a scholarship and work experience at Emporio Armani’s online store.
Alessandro Perego, head of the research institute at MIP, professor of logistics and supply chain management and director of the new e-fashion degree says: “Fashion companies can’t train their people fast enough and they need employees who can come in already with the skills. Every time a new site opens, there is need for people with these skills and there is nobody to fill the jobs. We saw the market and have moved to try and fill the void with this master’s.”
Armani sums everything up nicely in an email: “The web will become increasingly important to fashion brands and designers. … Education is vital in the fashion industry. The point of getting involved in an academic degree in this way is to approach the sector in an ambitious, curious and open-minded way.” He further states that internet presence has become important not only for the business it generates, but because it allows the brand to expand beyond customers with a store near where they live or travel. – Well put!
The idea is genius, not only for the fashion industry but for companies in general. This should suffice as a good example to follow. Consumers are online, so should the brands.
September 24th, 2008 by Sten Franke
With regard to the image a network presents for the users, DaWanda from Berlin scores best. Contrastively, in a comparison of image values, Yigg, the participation news portal, received bottom marks. These are the results of the first German Start-Up Monitor of Hamburg’s social media specialists ethority. Concerning the quantity of comments on the web, StudiVZ as well as Xing are in the lead. Alongside the networks, blog merchandiser Trigami and T-shirt designer Spreadshirt are represented in the Top Ten of the German buzz.
ethority GmbH & Co. KG examined this novel branch more closely, in cooperation with Wirtschaftswoche, resulting in a Buzz Monitor of the German digital founders. For this monitor, comments from news sites, online communities and weblogs within the German internet are automatically registered and classified via gridmaster internet search technology.
Online start-ups are notably dependent on discussions and recommendations on the internet. In online channels, the overall volume of statements concerning the respective start-up and its products might be a major indicator for its economical success. Moreover, the online communication between users about the particular start-up provides a fundamental basis for customer growth. Thus, the buzz exerts direct influence on the foundation’s financial success. These emerging online companies, such as StudiVZ, impressively illustrate the effectiveness of digital word of mouth for company success.
Star-Ups: Tops and Flops:
Start-Ups-Buzz Top 10:
September 23rd, 2008 by Sten Franke
Today is the day! In about 5 hours – at 10.30 a.m. ET – T-Mobile will present the G1 with Android. Following the iPhone, the first Google Phone will join the mobile world. In collaboration with HTC, the manufacturer of the GPhone, T-Mobile launches the G1 – also known as HTC Dream – equipped with Android software.
What we know about the G1 so far:
• In-store, immediate sales only available in locations within 5 miles of a 3G covered area. If a store is beyond that range, representatives will walk customers through a T-mobile.com purchase
• One touch access to: Search, Maps, Gmail, Youtube, Calendar, and Google Talk
• Gmail account and data plan required
• GPS
• 3.1 mp camera, no video recording
• No stereo bluetooth (A2DP)
• Dimensions: 4.6 x 2.16 x 0.63 in
• Weighs 5.6 ounces
• 480×320 65K color screen
• 5 hour talk time, 130 hour talk time
• Expandable up to 8GB
First impression: the iPhone is definitely more stylish. Still, I cannot wait to take a closer look at the G1. Will it outrun the Blackberry and the iPhone?
September 12th, 2008 by Sten Franke
A (Facebook)friend of mine just invited me to join the group “I Hate The New Facebook.” I’m sorry buddy, but I can’t. Why? I DON’T hate it!! Actually, I do not understand why so many seem to detest the new design. I like it and am glad that they left the old, rather confusing let’s-cram-every-info-onto-one-page layout behind and changed it to a well organized site. But that’s just me…
I read on Valleywag.com that a high schooler named Nick Wagner founded the “hater” group and exhorts users to act, do something against the new design: “THE NEW FACEBOOK WILL PERMANENTLY BE THE ONLY FACEBOOK. THIS IS A PETITION TO STOP IT. PLZ JOIN AND INVITE. Will be changed in a COUPLE OF DAYS!!!”
A little silly, don’t you think? Especially, when you remember how Facebook users revolted against the News Feed when it came out. As far as I know that feature is rather popular now. Therefore, it is more than likely that Facebook will ignore this petition and push through with their plan. So, STOP whining, everybody – change can be a good thing! As soon as you’ll get used to it, you’ll love it.
