Brand Girl™

Are you familiar with GOOP?

It’s a newsletter put out by Academy Award-winning actress, Gwyenth Paltrow, in which she aims to share bits and pieces from her extraordinary life. “I have this incredible, lucky, unique life where I’ve gotten to travel all over the place and so I started to acquire all of this information. I thought this would be a fun, creative way to share it,” she says. That’s lovely indeed, just like Goop’s current positioning line—”nourish your inner spirit”–and I hope it will grow to do just that. As the concept evolves, I’d love to see the content lean away from safely baked ideas in favor of exposing more of the underbelly of an extraordinary life. Whether or not Paltrow is quietly poising herself to be the next Martha Stewart or to eventually fill the void to be left by Oprah’s departure, she’s got all the right ingredients and the spiritual kitchen is a smart place to cook these days. And if you’re looking for a few immediate recipes yourself––to feed less of your “inner” and more of your “spirit” later tonight––check out Goop’s latest newsletter for New Year’s cocktail recommendations. You may not be at the Ritz in Paree, but at least you can drink like you are.

Happy New Year, kids.

Who says that fashion, eco-friendliness, positive social change, and financial growth don’t mix?

I was in the M&M’s Flagship shop in Times Square hunting for a trinket that would satisfy the insatiable appetite of a chocolate fanatic and was pleasantly surprised to find one that would feed more than a craving––Mitz handbags. Started back in 2003, Mitz is a cooperative in Mexico City that creates job opportunities for its community by transforming recycled plastics of snack wrappers (think M&M’s, Oreo cookies…) into purses and other fashionable accessories. Because of a partnership with Mars Inc., the parent company of M&M’s, some of the “fashionable” Mitz products can now be found in the M&M’s retail stores––fashionable because they’re making a positive difference for our environment, the impoverished community in Palo Solo, Mexico City and for the image of Mars Inc. Learn more about the Mars and Mitz partnership here and about Judith Romano, the firecracker behind the Mitz initiative who truly takes a stand for social change.

This style rookie has recently caught the attention of Rodarte and Target, and will apparently pen a column for Bazaar as in Harper’s––as in for adults.

Is this a good thing?

Last month I attended the Future Trends Conference (an annual conference sponsored by the International Institute of Research) catching up on what’s tomorrow. I heard fascinating insights from many speakers, including Janet Gallent, VP, Consumer Insights & Innovation Creation over at NBC Universal, who razed the myth that “nobody with a DVR watches commercials.” Guess what? According to NBC research, 43% of commercials are actually played back by DVR viewers. So DVRs are not the death of TV advertising–they actually capture a very engaged audience, which helps spike total brand recall.

And ahem, here’s what one blogger had to say about yours truly. Yes, speaker in the house!

Have you been following the H&M groupies?

Better question, how could you have missed the crowds as they were lined outside the H&M store in Herald Square last week (and other various parts of the world) for the release of the Comme des Garçons collection? Perhaps you thought it was just another Apple launch. It had that kind of fervor, after all. The groupsters were gathering up armloads of affordable couture and even though the strictly enforced “only two same-style items per person” rule was supposed to deter the velvet-rope crowd from emptying inventory too quickly – shelves were just that. Emptied. Yet magically, pieces from the fashion and cash-starved elite immediately cropped up Ebay, i.e., an allegedly $24.99 polka-dot shirt selling for $100-plus buckaroos!

The designers at Target don’t make this kind of hullaballoo among consumers… what gives?

In September, Target gathered 22 of its designers to headline the launch of their “Bullseye Bodegas,” quasi-stores that were carefully peppered around Manhattan to unload deep discounts on its already discounted threads for a limited time (of course). But don’t feel bad if you missed it. Seeing Kiehls in a Target store caused more of a stir in the media (and an accompanying jolt in the aisles). But beyond the Kiehls phenomenon, some of the Target merchandise in the bodegas apparently erred closer to bodega than bullseye. Not one of “Tar-zhey’s” best moments.

From inception, Target has not been far from the fashionista’s radar. Target, eerily, has known that “cheap chic” was a worthy category to own and a trend that would last. Target has also known that it’s best to use shorthand to speak to the upscale discount-shopping audience. Give them names they already know – Michael Graves, Cynthia Rowley, and until recently, insider design favorite Isaac Mizrahi. To their great credit, they have trained us well – mass market never looked so good. But as in any other category, a brand’s competition will thicken, its genius gleaned and audience anxiously revved up for more. So what about exploring names that are not so household?

The collaborative effort between Comme des Garçons and H&M is incredibly intriguing – the proliferation of consumable couture. Think about it: H&M hits us with Madonna, Stella McCartney and Roberto Cavalli… big names, big appeal, big reach. Not such a surprise overall. Then there’s Comme des Garçons’ Rei Kawakubo, whose work has long been unattainable for the masses… until now. The lines of prestige are truly blurring. H&M seems to be playing it closer to the Apple playbook than Target’s, by focusing on creating desire. After all desire is a luxury and luxury is addicting.

So, even though we’re tightening our belts, we want our belts to be Gucci-esque. Consumers want the feeling of splurge, splurge, splurge, though it’s time to save, save, save. And when you’ve got Comme des Garçons at H&M, you get both. A little bit of branding genius that’s satisfying for all.

A $1000 Fendi bib on Suri Cruise might have worked… but putting it on a child whose parents might hope to make $1.50 per day? Apparently the August edition of Vogue India featured such a pic among 16-pages of fashion editorial, which according to its editor, Priya Tanna, “sought to illustrate the power of fashion” as a strategy to reach a niche, the growingly affluent demographic in (the “new”) India. The iconic magazine received lashings for using less than rupee-full Indians as props to model $10,000 Hermes handbags and $200 Burberry umbrellas. “You have to remember with fashion, you can’t take it that seriously,” said Ms. Tanna. “We weren’t trying to make a political statement or save the world,” she said.

Therein lies the problem, Ms. Tanna…

What were they thinking? Vogue India must have their heads up their collective bums to think that shooting images of designer goods in the context of abject poverty was appropriate. Look, BG believes that fashion can be playful, in fact, it oftentimes should be playful, but is it ever chic to rub in someone’s nose their status as a have-not? BG, with her altruism filter firmly fixed, could see a way that this juxtaposition could have been used to enhance these brands, say if the editorial spread was being used to bring attention to the good works that these fashion brands were bringing to these people, now there’s a project that even Bono would approve of.

And hey, BG can’t help but think that it’s not just Vogue India suffering brand damage here—there is potential negative runoff for the designers that were featured in the shoot as well. Hermes, Alexander McQueen and the rest might want to highlight in the marketing their altruistic efforts around the world to help buffer this sitch. Even thought it was Vogue India who performed the faux pas, it was their price tags that were juxtaposed… It just isn’t done in this day and age where cause-related marketing is an integral part of nearly every company’s marketing plan and consumers have been trained to patronize companies that are socially and environmentally sensitive. We have long left the selfishness of the ’80s with the Bonfire of the Vanities mentality behind…

Coincidentally, last week it was reported that Vogue (USA) ad pages have been slipping – The September volume not so thick. The Vogue India fiasco can’t be helping the good ole’ USA brand, can it? Methinks this kind of press floating around on the web is a major no-no––afterall, consumers are interconnected and global. Reality check: What happens in India no longer stays in India, even when it comes to the sometimes nebulous world of branding or fashion.

But what do you think?
Was the fuss about Vogue’s India shoot…
1––Way overblown
2––Right on target
3––Didn’t scratch the surface

Jam-packed with hair-raising fumbles, tear-jerking saves and the glamest of brands –– they’re calling “Sex and the City” the “Super Bowl” for women. And boy, did it score BIG. The long awaited sequel movie to the original HBO series opened this weekend grossing an unexpected $55.7 million (according to Variety — the best opening ever for an R-rated comedy). This win will no doubt add extra padding and lining to many folks Gucci-like wallets and purses, especially if you’re a little company called Bag, Borrow or Steal.

What started as a mere mention in the script turned into a story line to be the envy of every marketer — and Cinderella. Academy Award-winner Jennifer Hudson who played Carrie Bradshaw’s assistant in the SATC film happens to have an infatuation with handbags –– of the luxury kind. How does a young assistant feed such a craving in the middle of NYC? She rents, of course. Introducing: “Netflix” for the handbag. Bag Borrow or Steal is a service that allows women to lease (temporarily afford) luxury brand handbags and jewelry too (i.e., Gucci, Chanel, Prada, Coach, Vera Wang, Louis Vuitton)! And like most lease programs — there’s an option to buy. The brand cameos of Jennifer Hudson cradling a Louis Vuitton while explaining the services of Bag, Borrow or Steal to Carrie (Sarah Jessica Parker) will be embedded on fashionistas radars forever. Check out the BBS website for the cross promotional efforts. Its product placement that will garner long-lasting impressions for BBS that they could have never, ever afforded or leased on their own. It is exposure that is bound to be priceless –– just like the girls wardrobe in the SATC flick itself.

And speaking of the flick itself, if you expected anything but more of “Sex and the City” — you would’ve been disappointed. (C’mon — it’s the equivalent of a tween getting her Hannah Montana fix.) But for many of us that raided the theaters this weekend (throwing Indiana Jones off his own raid [helleooow. Girl Power!], it was great reminiscing and resonating with the SATC crew’s every decadent and heart wrenching twist –– plentiful of angst, flashbacks and tomorrow’s fashion. But most importantly… and in the end, ALL the girls get what they want — closure.

Oh, and a great way to afford luxury during a recession… now that’s BIG!

BG Soundtrack — 5 stars!

… discoveries. Self or otherwise.

Louis Vuitton’s first ad — ever.

Enjoy. xo

Did you feel that vibration across the country earlier today? That was me. I’ve finally released my well-known hate for the many abusers of Uggs. Especially towards the pretty little, big girls who wear the pink boots, whether with dress or sweats, summer or fall. I have made the pink peace. Why? Funny. I had a breakfast meeting and well… a gal pal was wearing Crocs. (Just like Uggs… showing up where they just shouldn’t. I realized then, that there is no winning.) And maybe for her, for color perhaps — it worked to finish off the crisp white blouse and linen pant with the red advanced toe-box ventilating sandal. But frankly, I would have prefer to have seen something non-Croslite on her feet, and maybe a tad more red on the lips. But hate em’ or love em’, Croc-waddling folks are swallowing up our lands, and they’re not just hanging in the garden. We are under attack.

The Crocs story is indeed a powerful one –– posting sales of $45 million last year alone. And those numbers are expected to be higher in 2007, given they have since released over 30 new styles. Whether on three-year olds, their playmates, or their mom’s — Crocs are inescapable and global. Some are calling the Croc invasion a fashion trend. I use the word fashion lightly here, but it is indeed a trend. Spreading even quicker then Keds did back in early 1990’s — no doubt due to the power of the internet today. Unlike the stylish Keds, I think the Croc trend speaks less to fashion, but more to being a universe of insatiable consumers. Always hungry for what’s new, newer and next. After all, early adopters aren’t only limited to the i-phone.

It’s hard to know if Crocs will stay around, or fade out like the jelly sandal. But seeing the strength of their marketing efforts, ungodly audience appeal, and future brand extensions that include clothing, I suspect the new ugg-ly’s may linger longer in my universe than wanted. But like all trends, only time will tell if they can carry their weight.

And speaking of weight — do you want a real reason to hate the funny looking Crocs? According to National childhood obesity experts, the cloppers are hurting our kids!! Just reportin.’

Luxury brands have been one of the last categories to throw dollars at online advertising, arguing that conventional media showcases their products better. Maybe so a year or two ago, but Neiman Marcus made a move today that signifies that change is in the air, well at least for this major retailer. Neiman Marcus commemorated its 100th anniversary with an online media buy that included a cameo on “YouTube’s” front page. Yes, NM videos are now positioned amongst the gazillion of others that range from renditions of Ms. South Carolina’s concern for the US’s shortage of maps to karaoke-singing… I don’t know,… ummm –– parrots. The NM buy is consider a big media win for YouTube. I mean, having a classic brand giving credence to its controversial site will likely attract similar deals. In addition to seeing a hippier side of NM, interesting to Brand Girl is that apparently a good percentage of “YT-ers” are wealthier and older than they look. They’re not all lonely girls and 15.

AdAge reports: “While 23.4% of internet-connected households make more than $100,000, 24.8% of households in YouTube’s audience do. And while 38.8% of the general internet population is 35 to 54 years old, 44.2% of YouTube’s audience falls into that age range.”

So at first glance, it’s seems an odd choice for Neiman Marcus to play in YT territory, but given young affluents are heavy on surfing and salaries. It’s not so crazy after all, is it?

And ps: If you want to launch the hippier side of you, or your singing bird on You Tube’s home page –– a mere $250k (rumored priced for the day) ought to do the trick. But you can have BG’s home page for a few $k’s less. And I’ll even give it to you for a week! Just sayin.’