Archive Jan - Mar 2010 - Shoe Fair Online

Female Footwear forecast SS11 - 'SOBRIETY'

For spring/summer 2011 Mpdclick presents three trends, Enlighten, Sobriety & Fable. Having looked at Fable and Enlighten in the last two editions, this week the forecaster takes a look at the Sobriety trend for summer 2011.

Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

The material excesses of the pre-recession society are forgotten, in favour of a humble, wholesome existence. Pleasure is found in relationships, community and life experience; a utilitarian revival begins, placing emphasis on style based on notions of authenticity and timelessness.

Casual footwear takes influence from changing consumer attitudes following the economic downturn. Emphasis is placed on sensible sustainable consumption instead of recklessness spending with easily - obtained credit.

People look to spiritually rewarding experiences for fulfilment instead of short lived material gain. Versatility and longevity are crucial qualities in footwear resulting in a return to classic shapes such as court shoes and loafers.
Simplicity is key with accessories and footwear their cue from the functionality of Amish dress.

Retail Tip 4 - Promote yourself online

Time was when the older generation thought its duty was to pass down wisdom to the youngsters. Not these days; if you want to understand how online promotions work - ask a teenager, as Mark Davis reports.

An expert and trainer in all things retail, business coach Mark Davis divides his time between Australia and Europe, traversing the globe to share his retail, sales, business and Internet marketing insights.

Many businesses don't have the time or budget to do a lot of advertising, and they only usually know one or two ways to do things; usually traditional methods of advertising and lead generation, which these days are time consuming, expensive, and give a poor response.

Taking a bit of time to learn new advertising methods can be a challenge, especially when most of the methods today are online. Ever dealt with a Google Ad, Facebook page or Twitter account? For many people, the thought of online ads is enough to send shivers down their spine... and to consult with experts can cost more than the original advertising budget.

So here's my top tip for today...

Learn from a teenager.

Find out what your kids, or your staff's kids do, to promote things online these days and copy their strategies. They'll be doing things you couldn't dream of, but they understand a couple of things well:-

1. Referrals. If you recommend it, I might buy it. If a stranger tries to sell it, I'm less likely to. Find out how teens are promoting themselves and their ideas and favourite products for free online. Then pay them a small amount to promote you too.

2. Online ads are the chief reason why Facebook and Google are worth billions of dollars. This is because they work. Start off with baby steps by finding free Google Adwords credit and spending just $50 to test a few ads in text, picture or video format. It's just one more thing to add to your schedule, but take 10 minutes a day, and in a month you'll be a natural.

Finally, it's worth talking to kids about why they put so many photos online. I can't oversell this enough - pictures online are the new virtual catalogue, be it on a website, a Facebook account or in an email attachment. Use the power of pictures to sell your products, or just to let people know you exist.

Female Footwear forecast SS11 - 'ENLIGHTEN'

For spring/summer 2011 Mpdclick presents three trends, Enlighten, Sobriety & Fable. Having explored Fable in the last edition, this week the trend forecaster takes a look at what Enlighten will look like for summer 2011.

Enlighten explores the traditional styles that blend with contemporary visions in a trend influenced by the rich and vibrant countries of India and the Middle East.

For fashion footwear a relationship between contemporary and traditional culture in a flourishing economy is explored. India is set to become the centre of modern, sustainable industry, with an evolving identity which combines modernism with a deeply ingrained sense of heritage. This fashion and tailoring direction is inspired by the fusion of traditional Indian aesthetics with contemporary, international culture.
To adopt this theme, mix time-honoured styles with luxe leathers and progressive design. Sleek shapes and classic detailing come in a cool and clean palette of steely blue, zesty lime and sharp coral pink. Stark neutrals are enlivened with flashes of decorative prints to convey a sense of luxury.

Footwear's seasonal and casual direction explores the future of travel and tourism. The era of the package holiday is subsiding, giving way to consumers who demand an experience off the beaten track; one that submerges them in local and unique cultures.
Bustling market places and hidden alleyways inspire haphazard layering, eclectic mixes of textiles and prints add a sense of adventure. Leather accessories and natural fabrics give texture to the look. Meanwhile clashing colours liven up an earthy base palette with traditional prints and layered graphics. Travel memorabilia, unique treasures and an authentic experience inspire a rustic and intriguing aesthetic.
Graphics and prints take on travel inspiration with sun-faded rain tickets, street art and a sense of narrative. Traditional culture patterns layer over opulent woven and embellished textiles.

Female Footwear forecast SS11 - 'FABLE'

For spring/summer 2011 Mpdclick presents three trends, Fable, Enlighten & Sobriety. Today the trend forecaster takes a sneak peak at what the Fable trend for footwear will look like for Summer 2011.

Fable explores a return to innocence that manifests itself within the intrigue of the forest and the renaissance of epic children's literature.

Inspired by the good-versus-evil narrative of fairy-tales, fashion and footwear celebrate the magic and wonder of traditional storytelling, bringing old fable and folklore to a modern audience. The ethereal and delicate beauty of an imaginary dream-world is tinged with an underlying sense of darkness.

To adopt the fable trend into your footwear range use translucent and iridescent fabrics to evoke the enchanting aesthetics of fairy wings. Handcrafted details will emphasise the intricacy of the trend. Fantastical embellishments will adorn statement footwear and add magical appeal.

Retail Tip 3 - Get yourself seen!

February 17 2010

In a world of internet dominated communication, there's still a very important place for real, in-the-flesh contact and networking, as Mark Davis confirms.

An expert and trainer in all things retail, business coach Mark Davis divides his time between Australia and Europe, traversing the globe to share his retail, sales, business and Internet marketing insights.

Speaking recently at a recent trade fair, I was reminded of the importance of being seen...in public, with people who are in your industry. Trade shows, fairs, exhibitions and more, these are all opportunities for people who share common commercial interests to come together, discuss better ways of doing things, share trends and advances that are good for everyone in the industry, and most importantly incorporate that vital social element into their business.

I train people to do things online to save them time; but the real reason that online is so worthwhile is that it frees people up to focus on getting in front of their customers and suppliers, as well as working with staff to deliver a better product or service.

Getting yourself seen also helps customers and potential customers remember your brand. There is a lot to be said for putting those attention grabbing phrases into your marketing; "as seen on the web", "as seen on TV", "as heard on radio", "as seen at the Australian Shoe Fair" and so on.

Its a simple concept, but really important: if you've taken the trouble to get yourself online (or into any other media) in order to expose yourself, then it's important to get yourself seen.

Research networking events, breakfasts, shows, exhibitions, trade fairs, even the local market. Get yourself out and about, develop an offline brand that people will recognise and remember, and then spread the word.

www.coachmarkdavis.com

Berlin calling...

February 17 2010

Every season, Mpdclick visits the world's major trade fairs to bring you the best trends for the season. The trend forecaster kicked off the Autumn Winter 10/11 trade fair season last month at Bread and Butter in Berlin. Ginger Trend Consulting for Mudpie shares the key findings.

Location: Berlin
Show dates: 20-22 January 2010
Market: Contemporary streetwear and casual tailoring

With over 600 brands in attendance, Bread and Butter retained its status as the place to be to stock up on the world's premier streetwear brands and spot the hottest up and coming trends.

These were the unmissable footwear trends of the show:-

Shape: Hi-top trainers persist in popularity, progressing from their retro roots into contemporary classics. Luxe patent finishes, vibrant colour contrasts and quirky detailing make these styles stand out as key players within the footwear market.

Style: Big chunky scarves are the statement accessory of choice for autumn/winter 10/11 seen in a plethora of styles from plaited to versatile cape snoods. For footwear also consider; contemporary detailing such as a floral printed sneaker.

Colour: Grey and black once again form the base colours for the season with bursts of vibrant orange coral and night sky blues providing the accents.

Fabric: A focus on contrasting fabrics and textures is noted for this season, within the accessory and footwear market. Leather, canvas and woven contrasts are used in abundance in bag designs, while a juxtaposition of refined leather, suede and perforation is used in footwear.

Finish: Stud embellishment continues to be used across the fashion industry, from subtle outlines to all over dramatic coverage.

Images from left: Bloch, Creative Recreation, Lacoste, British knights

Making a splash

February 3 2010

Once upon a time, the humble Wellington boot came in black or green, but recent years have seen it pepped up with fresh and witty prints... and the ripple effect keep going, as Ginger Trend Consulting for Mudpie confirms.

We've been taking a look at what some of the key retailers are showing in the northern hemisphere, and with an abundance of styles, shapes and colours there's definitely something for every taste.

However one of the key stand out trends was the return of last season's modern take on 'Wellies' - or as we in Australia know them 'Gum-Boots'. From patterned to heeled Wellies, we saw loads of different interpretations globally. Check out 'Gatsby' of Milan for some great print ideas for Wellington boots.

This trend is for everyone young and old, with some great kids' interpretations from top retail brands such as Primark and Mothercare. Wellies are everywhere, from the streets to trade fairs and catwalks, so be sure to include a printed Wellie or two in your coming winter range.

iSpy... Did somebody say Dr Martens?

February 3 2010

Dr Martens' origins as a work boot in the 1960s are now long gone, replaced by a counter-cultural icon that has something to say about every era in which it re-emerges. iSpyStyle shares the latest style statements from the unstoppable "air wear" giant.

Kate Vandermeer is Director of iSpyStyle - a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect the creative community. You can follow Kate on Twitter at - www.twitter.com/iSpyStyle_Kate and subscribe to her website for free on www.ispystyle.net

As with most trends, when an era is hot, all iconic references to it inevitably return. Case in point; the early 90s, an era that brought pale denim (tick), faded florals (tick), high waisted jean shorts (check), crop tops (tick) and anything remotely Beverly Hills 90210.

However all that changed with the mid 90s, making way for Grunge; flannel check shirts were everywhere (tick), dirty, unkempt hair (tick, tick) and Doc Martens...

Remember those shoes and boots that were oh-so-hard to wear in? If you were anything like me, you and your pals endlessly discussed which colour was coolest (cherry red always won out at my school). You begged your parents to part with the money to buy a pair, claiming you would wear them with everything, which you did... until they became rank and uncool again

Well my friends, Dr Martens are back; and to complete their desirability in the current era, they have established a few new labels to add to their collection.

There's Vintage, Dr Martens for Stussy (pictured left) and Dr Martens for Raf Simons (pictured right). "Docs" are also featured in computer game Band Hero and they have a new women's line that has departed dramatically from the traditional Dr Martens shape but still maintains the brand's original qualities: they're durable, solid and bound to last a lifetime!

Dr Martens' re-invention demonstrates that clever branding, building on heritage and capitalising on the habit of trends to keep rebounding, can make a brand cool again!

www.drmartens.com

Retail Tip 2 - The only reason to collect names and emails

February 3 2010

In today's instalment, Mark Davis illustrates the hidden value in all those details you collect on your customers.

When you go into a restaurant, you'll often see a fishbowl or platter to throw your business card in, and once a month the establishment draws a lucky winner who gets a free dinner or lunch for two.

It's a simple and highly effective way of collecting names and addresses and emails.

Once businesses have gathered these details most forget to keep in contact with the relevant customers however; those business cards often become useless by the time the company eventually gets around to promoting a special offer.

Email marketing can be the cheapest form of promotion in a store, to both customers and prospects. But to make it work, you have to do two things well.

1. Collect names and email addresses.

The simplest way to do this in a retail environment is to have staff ask for them.

A monthly prize for a lucky customer, promoted at the point of sale, is often the best "way in". Sales people simply encourage customers to enter their name and email address. You're not asking for a blood sample, or their personal home address for junk mail, you're giving them a chance to win something.

If people aren't buying, this is the perfect way for a salesperson to start a conversation, with something like, "Have you entered our monthly competition to win a free wardrobe/makeover?" This is a great icebreaker; the conversation is started.

It's been proven by psychologists, that the fear of loss is greater than the desire for gain. So when customers realise there is a prize at stake, no matter the value, the chance of missing out is a greater motivator than the chance of winning. You can use this to your advantage and let them sell themselves on entering the competition.

2. Follow up. (This requires a bit more work.)

No-one wants to be the data entry person... least of all a salesperson. But with incentives, bonuses and commissions, it makes sense for sales people to have a constant stream of prospects and happy customers re-ordering. Email marketing is the simplest way to achieve this.

First, send an email to customers, thanking them for visiting your store, with a personal note, addressed to them, together with a pdf version of the latest special or catalogue. However, make sure it's not too big; a large attachment will be caught by spam filters and stop your email getting through.

Second, they should be in an automated system where they get regular updates, newsletters, industry news, and store events and specials, by email, at least monthly.

If you know your buying cycle - for example three times a year, then communicate with customers at least three times a year. In stores where stock changes rapidly, monthly or even weekly can work.

Remember, no-one crosses the street for a 10 per cent discount on full price shoes, but people will drive 20km for a special members only offer that gives them the chance to be first, save the most, or be rewarded for being a good customer. Just keep in contact, and if you have something they want, the frequency of your communication will pay off.

The only reason you collect names and emails is to market to them. Remember this, put it into action, and you will see 20 per cent growth in the next six months. Simple, but powerful, like all great ideas.

www.coachmarkdavis.com

Retail tip 1 - Invest in your greatest asset

January 20 2010

In his inaugural retail tip for 2010, our resident retail and online expert Mark Davis shares his insights on how to capitalise on people power in your business.

It's not every day we remember that our stores wouldn't function without people; the people who smile all day at customers who are window-shopping; the people who unpack the boxes, and merchandise our products throughout the store.

They keep it clean, smelling nice, play the right music and check that everything possible is being done to show off the products for maximum impact.

It's also these people that sell. They have often been in the business of face to face selling since before finishing high school. Many stay in the retail industry because they have a passion for it. They love the rush of a good sale; they love to be responsible for helping people find what they are looking for.

And most importantly, they like to think they are part of something bigger, a look, an industry, a trend - they can say they help to create the future in their own small way.

So it's important that we look after them - keep them engaged, keep them continuously learning. Robert Kiyosaki, author of Rich Dad, Poor Dad, said that the purpose of education is to inspire further education. It makes sense then to stimulate the desire for learning by making opportunities available.

These can be simple online classes in communication skills, or diplomas in management, but the important thing for staff satisfaction and retention is that personnel are given a chance at education they have perhaps never been offered. Remember, a 15-year-old who enters retail and loves it usually stays, so he or she may not even have finished high school or attended university. You could be the first place that offers them an education.

The result will be educated, satisfied staff who stay longer, work happier, and boast to their friends what a great boss you are... a win win for everyone!

www.coachmarkdavis.com

iSpy ... A new breed of designer

December 16 2009

Zoe Kratzmann embodies the qualities that the successful designers of tomorrow should have; not least among these is her strong sense of ethics, as iSpyStyle reports

It's always inspiring to meet a new designer who thinks about the world beyond their own label and the impact and contribution their business has the potential to make. This was the case when I recently interviewed Zoe Kratzmann. Aside from designing unique, stylish shoes and wholesaling to a variety of boutiques across Australia, Kratzmann has a strong custom design side to her business, creating collections in collaboration with Zimmermann.

Digging deeper, I also discovered an intelligent, empathetic woman who has merged her love of designing shoes with her desire to support low-income entrepreneurs through her association with international micro-finance venture the Kiva organisation.

"The concept of person to person micro lending, blew my mind when I first heard of it. It's personal, specific, deals with real individuals and you get updates on their progress whilst empowering people. It can really help people achieve economic independence."

Working with manufacturing in China, the designer says, "My business needs to be ‘good' from the ground up. I couldn't put my name to something that was not operating under fair and ethical terms. I have spent, and continue to spend considerable time in the factories seeing first hand the working conditions and the working hours. Currently, there is a shortage of skilled labour in various areas of China including the factory I use, which means employees need to be remunerated above the award wage in order to keep their services. Not always a good thing for the factories bottom line, but good for the employees."

Kratzmann's brand of ‘conscious' designing, typically occurring in niche, boutique SME's looks set to become even more popular as ethical and sustainable practice becomes inherent to brand values.

www.zoekratzmann.com

To read the full interview click here

(http://www.ispystyle.net/template.php?content=iSPY...&subcontent=iSpy%20Blog)

Rustic fantastic

January 20 2010

Following the dominance of the shoe boot in recent seasons, the trend has now morphed into a something with a softer, more nostalgic edge, as Ginger Trend Consulting for Mudpie explains

Lace-up shoe boots provide a youth driven juxtaposition to the seasons feminine looks. Seen on the S/S 10 catwalks by junior designers such as Rag and Bone and Behnaz Sarafpour.

This look incorporates a rural country feel, further supported by the use of hard wearing fabrics such as leather, straw or burlap.

Use a dark and/or neutral colour pallet to keep the heritage country feel. To get this look also consider using woven materials and punctured patterns