Fashion Forward With Technology
It’s a new year and with that, lots of predictions abound for what to expect for 2011. One area that promises to see some dramatic and exciting changes: retail and fashion. Now, anyone who knows me knows that that is right up my alley. And what a bonus that Cisco plays a central role, as Lindsay Parker blogged about recently.
According to a survey reported in The Chicago Tribune, one in four moms who are on social media sites makes purchases based on friends’ recommendations. One of Interbrand’s big predictions for the new year is a strong focus on the customer journey. When we look at what’s happening from the customer’s perspective, it’s clear that there’s a real opportunity to drive the game forward. And when you talk about fashion and luxury brands, the stakes become even higher. How do you create an intimate brand experience that conveys high-scale when you don’t have the power of in-person interaction?
This week, I’ll be in Paris talking about one of my favorite topics—Borderless Networks—and how it’s helping fashionista brands rethink their business models. We’ve known for years that the web has allowed us to extend our reach to customers but as e-commerce matures, the internet and its related tools and applications are increasingly being used by retailers to innovate and differentiate. And that means building deeper customer relationships that are reminiscent of the old days of personal, face-to-face interactions, but within a virtual context.
For 2011 and beyond, I’m betting the name of the game will be customer intimacy without borders.