So I admit I buy a lot of clothes from online fast fashion brands, so I often unintentionally end up on their mailing list. Recently I’ve noticed a new trend in brands sending clickbait in their email subjects to try and get customers to open them. Often the subject of the email is only very loosely related to the content. And sorry I SAW IT FIRST but I’m calling you, it’s your account.
So here’s a little taster of some of the email subject’s I’ve received from them recently:
Reminder: Delete Your Insta Story
One Direction Reunited
Your Love Island Application Has Been Accepted
RE: Your Love Island Application
Your Festival e-ticket
Your Flight Confirmation
About Last Night
FW: It’s On It’s Way
RE: Your Bank Balance
So just as a small side note none of these emails were related to any personal account activity or orders, but were just generic mailing list emails. I’m now going to show you just a few examples of the content that came along with these emails, some of them just blatantly addressed that the title was misleading and some were just confusing.
One Direction Reunited
As you can see they literally admit that One Direction aren’t back together, and they’ve pretty much just used the title to get more opens on the email
Your Love Island Applicant Has Been Accepted
As you can see the following was the only email content for the email with the above subject and it was very misleading. It’s clear to see that I Saw It First know their target customer base of 18-30 and use this to create clickbait titles relevant to this age group.
Your Flight Confirmation
The above email is I Saw It First playing the season to their advantage, this was an email from the summer when a lot of people would be going on holiday and might open the email mistaking it for their flights.
Overall looking at this examples I think what might seem like a clever marketing tactic for the brand is simply unethical. The brand is basically trying to deceive customers into opening their emails and I don’t think this is a good strategy for a giant in the fashion world to be using. Please try and do better brands.
If you are on Linkedin or follow fast fashion business you may have seen ASOS’s latest development, which looks like a step in the right direction for improving the shopping experience and usability of their site for the consumer. The new AR feature aptly named ‘See My Fit’ allows customers to see a simulated view of a product on models of different sizes. There are 16 different sized models to choose from ranging from size 4 to 18. So far the response seems to be have been overwhelming positive and it looks to be a great development for the company. Here are some other useful ASOS tools that make the company one of the most forward thinking and innovative in the business in my opinion:
ASOS Fit Assistant is a tool I use quite a bit on the site, while some retailers might have a generic size guide. ASOS go one step further and ask you a series of questions about what brands you wear and what sizes you wear in these brands. It then compares this data to people who wear that size in another brand, what size they bought in this product and whether they returned it. Giving you an overall percentage of customers that were that size, that bought the product and were happy with it. I think this a great way to use customer data for helping inform customers in their purchases. The fit assistant also saves your information to your account so that anytime you click on a product it recommends your size to you. Really great use of technology there.
Buy The Look
Ever see an top you like on a model, but love the shoes and jacket they’ve paired with it? Only to spend ages looking for the jacket on the site, after typing a variety of possible keywords. ASOS takes the hassle out of this for you and offers you the option to ‘Buy the look’ where you can click into the items paired together and automatically add them to your basket. This takes out the time spent browsing and often getting frustrated on the site.
ASOS takes saving items to your favourites one step further by allowing you to create ‘boards’ which you can name and then also share with friends. This feature is great for creating a wishlist to share with friends/family or also for shopping for a particular occasion so you can see all your options together, such as a wedding, formal, birthday etc.
ASOS has their first stint with AR back in July of this year when they realised their Virtual Catwalk tool which allows consumers to view a model walking the runway through their camera. You are able to see the model place them on the floor and then move the model around. This was another step in the right direction for the brand to keep up with popular technological advances and certainly had people talking about the brand.
One of the main things I love about ASOS and rarely see on other sites is the level of personalisation in their recommendations within the app. Especially the many different categories provided. Today when I logged onto the app I could see:
Alternatives for ‘Sold Out Stuff’ in Your Saved Items
Similar Vibes To Your Saved Items
We Found These For You In The Sale
Styles Based on Your Shopping Habits
Key Picks From Categories You’ve Been Looking At
I absolutely love that ASOS takes the effort out of online shopping for me and usually the recommendations are pretty accurate of brands I like and buy from and style I’ve been looking at. I especially love that they recommend alternatives to sold out items which you have saved. This is extremely clever and saves me a lot of time in the purchasing process.
Overall I think the innovation and use of technology shown by ASOS on their E-Commerce site pits them far beyond their competitors and shows as a brand they consider their customers purchase journey and buying experience. Customers value the personalised touches and ASOS goes the extra mile to take the hassle out of online shopping, other brands take note.
So over the Christmas break I’ve had some extra time on my hands, some might say too much time. So I decided to download TikTok to see what the hype was about and I’ve well and truly fell down a rabbit hole. Rengade is stuck in my head and I’m now Charli D’amelio’s biggest fan. (You will only get these references if you’re a TikToker like me x). For someone who is basically obsessed with Instagram, I never thought I would say this, but I now spend more time on TikTok. Something I have noticed is as a 21 year old, I’m one of the oldest people on the platform. The majority of people I see on the ‘For You Page’ (basically like Instagram explore page) are like 14-19 and a lot of videos revolve around things to do with being at school.But aside from that I still love it and I’ve also got some of my friends addicted now too.
One thing is certain you can’t deny TikTok’s influence, through it’s growth in 2019. The platform was the most downloaded app in 2019. With Youtube being the second most downloaded app – it shows a move towards video content being preferable for consumers.
Along with the popularity of TikTok comes a new class of even younger and more popular influencers. The group named ‘The Hype House’ consists of 19, 15-22 year olds living in LA with a combined TikTok following of 66.4 million. So they have major influence, see some of the members pictured below.
So what is TikTok all about, Tik Tok is solely a video platform similar to Vine which allows users to record 15 second videos or combine videos for a 60 second video. Trends on the platform include dance videos, lipsyncs, comedy videos and makeup videos aptly named ‘Tik- tourials’.
Currently there isn’t a huge influx of ads and branded content on TikTok and most of the popular videos are organic content or variations of a trend. I have seen a few ads on the platform, similarly to Instagram mostly beauty and fashion related, such as an influencer wearing a particular band of clothing and tagging the brand in the video. However it is no where near on the scale of what ad’s are on Instagram. A lot of popular TikTik stars have been promoting their Instagram and Youtube accounts, to build their following off TikTok also to be able to monetise on it. Unlike Youtube TikTok does not offer any monetisation options to add adverts to your videos, but this creates a more user friendly platform and is probably the reason why it is so popular.
So what should brands do if they want to capitalise on this popular platform, here are my top 3 tips:
Consider their audience: Brands need to take into account that the biggest age group on TikTok is 16-24 and possibly younger. If their product or service is aimed at an older age group, then TikTok might not be the platform you.
Tread carefully: As advertising and paid content is not that popular on TikTok yet, brands should tread very carefully, as this could come across as unauthentic and would actually be a turn off for potential customers. Brands should make sure any product placement fits in naturally with content which is commonly produced on TikTok.
Research: The type of content on TikTok is completely different to that on any other social platform, so brands should definitely do their research before blindly posting. Checking out trends and the type of videos which make it to the for you page. Two brands which are killing it right now on TikTok in my opinion are Asos and Pretty Little Thing. Check out their accounts for some inspo.
I definitely think in the next few months we will say way more brands using TikTok and TikTok influencers as part of their marketing strategy and as long as this is done carefully and considerately it could be a huge win for the industry.
Many critics have been quick to dismiss the power of the ‘Social Media Influencer’. Often celebrity influencers can give Instagram promotion a bad rap. But this week the power of social media was proven to me in a campaign for a cause within Northern Ireland.
Digg Childrenswear is a designer kids clothing specialist based in Dungannon and owned by Caroline O’Neill. Caroline has a large platform on her Instagram page and has recently been involved in Co-founding the NI Social Media Awards.
It came to Caroline’s attention that the donation box for Cash For Kids in her store was looking a little empty compared to other years, as Caroline had been off having a baby and was unable to promote it.
If you are unfamiliar with Cash For Kids, it is a Uk Charity which provides presents for children who won’t otherwise get any presents on Christmas. The NI Mission Christmas Scheme is supported by Cool FM and Downtown Radio. It has been noted that there has been 16,000 applications this year for children who require presents and the mission is to fulfil this.
Not wanting to see children going without presents this Christmas, Caroline put out a link on her social media asking for donations. In her Instagram story she notes that she hoped to raise about £500 and be able to buy some gifts to donate to Cash For Kids. Well Caroline raised an amazing £20,000 for Cash For Kids and is still receiving donations.
Caroline has now enlisted the help of some popular social media influencers who are friends of hers to shop for the presents. Each receiving £1,000 and either the 0-18 month or 14-18 years age category, (as these are the most sparse categories at the Cash For Kids Warehouse) the girls have been charting their journey on social media using the hashtag -DiggMissionChristmas.
Local businesses have also been getting involved by messaging the shoppers on social media offering generous donations or discounts.
It is really humbling to see an often criticised social media platform being used for good at a vulnerable time of year for many people. I am so impressed at the effort that the shoppers have been putting into getting their gifts and the generosity of many local businesses and most of all to Caroline for using her platform to launch this amazing campaign.
If you were watching prime time TV on Friday night (6 December) you might have noticed something a little bit different about the Ad Break during Gogglebox. This was thanks to a collaboration from Save the Children and MediaCom North.
The ad break started with a message from Save The Children ambassadors Myleene Klass and Dom Joly who are seen sitting in their finest Christmas Jumpers. This was then followed by special editions of some our favourite Christmas ads – the famous John Lewis Ad even got a Christmas Jumper Style Makeover with Edgar (The Dragon) appearing in his very own little Christmas jumper. Others involved included Duracell, M&S, Waitrose, Moonpig and Smyths Toys.
The ad break marked a refreshing move away from traditional commercialised Christmas ad’s towards an appeal for a good cause. It is expected that 5 million people will take part in the annual Christmas Jumper Day on this Friday – 13th December. Raising more than £4 million for Save the Children.
I personally think it’s great to see big retailers getting behind a charity campaign at this time of the year. I also think it’s great to see many competitors teaming up to all get behind the one campaign.
Often Christmas adverts get stuck in a rut of just trying to get us to buy their latest product or service, however cute and sentimental the message might be the retailer is ultimately still trying to make a pretty penny off the back of Christmas culture.
This ad campaign reminded me of the Iceland Ran Tang banned Tv advert from last year which shed light upon the palm oil crisis and how it was used to make many of the nations favourite products., a collaboration with Green peace, the ad really made me respect Iceland for supporting a cause rather than just sharing their products.
I really liked the Christmas Jumper Day Campaign this year and it makes me more likely to buy from a retailer when I know they support important causes. I feel we should be seeing more of these type of campaigns in the future.
Anyone who knows me and follows this blog will now probably no that one of the main things I talk about is – Inclusivity. It’s something I talk about a lot because it’s something I really care about and it’s something my research centres around. I’ve seen a few people starting to round up their favourite and most effective PR and Marketing Campaigns from 2019, so I thought I’d have a go myself at rounding up my Top 10 Inclusive PR and Marketing Campaigns of the year. In no particular order:Savage x Fenty – Fashion Show
Savage x Fenty Fashion Show
This was an easy one for me I automatically knew this would feature in my top, for me Savage X Fenty has been the stand out brand in 2019 for promoting inclusivity and diversity in the fashion industry. It came in at completely the correct time to juxtapose the mistakes made by Victoria Secret and gave fed up consumers a taste of what true inclusivity looks like. I really recommend everyone watches the show themselves. But to sum up the fashion show celebrated all body types, races, genders and disabilities. Some of my personal favourite moments included Laverne Cox’s (transgender icon) appearance and the model with the gold prosthetic leg absolutely working the runway. I have an entire blog post on the show you can check out for more.
Renault Clio – Thirty Years in The Making
If you haven’t seen this ad watch it. This is a pretty recent find but something I fell in love with the moment I saw it. A few friends and family members mentioned this ad to me and said I should check it out (I bore them talking about inclusivity constantly). The Renault Ad features a love story between a female same sex couple and the ups and downs of them hiding their relationship and ultimately ending up together in the end. The advert is so beautifully made and really does justice to females of the LGBTQ+ community.
Mattel – Brail Uno
This is something I’ve mentioned before too, so I’ll keep it short, but Mattel have been another stand out brand for me in 2019 – they have focused so much on previous criticisms of their products and worked to bring their brand up to speed with modern forward thinking consumers and that is something that should be commended. Their addition of a Brail version of their popular game Uno is a huge win for the brand and should definitely be celebrated on the list.
RAF – No Room For Cliches
This is another ad that I absolutely love, it breaks down every stereotype that has ever existed of women and shows them in the most amazing light. It also features people of colour as well which is a major plus for me too. This ad ticks several inclusivity boxes and is definitely something other brands should be looking to for inspiration
Benefit – Kate Grant Brand Ambassador
In 2019 Benefit Cosmetics, announced Northern Irish model Kate Grant as their new brand ambassador. Kate Grant is the first model with down syndrome to be used the brand and marks a huge step for representation of disabilities in the beauty industry. The photos of Kate Grant were shared all over the brand’s social media and were praised for the choice.
Simply Be – We Need New Icons
This is a campaign that I personally saw a lot on social media and that involved influencers and real people. Plus size fashion brand Simply Be teamed up with some curvy and body positive fashion influencers for this campaign which celebrated all shapes and sizes and overall body confidence. I personally loved the message of this campaign and thought it was great that the brand got influencers involved to spread the message.
Post Office – Journey to Pride
This campaign again tore on my heartstrings a little bit, the Post Office released a series of four videos on Youtube titled ‘Journey to Pride’ which charted a different one of their employees journey to accepting their sexuality. The videos have a really nostalgic feel and are beautiful to watch.
Bumble – Find Them on Bumble Bizz – London
This campaign which featured around London was the second version of Bumble’s ‘Find Them on Bumble’ Campaign which first started in New York. This Campaign celebrated the diversity of London, featuring all real people that you could find on Bumble Bizz.
Gillette – The Best Men Can Be
I absolutely loved this campaign from Gillette this year which came as a response to the Me Too Movement and challenged the ‘Boys Will Be Boys’ mentality. The advert empowers men to bring each other up rather than down and to challenge sexist/violent/hateful behaviour and not laugh it off.
Today I’m talking all things – Black Friday, you’ve probably heard of the event that’s being named ‘the shopping event of the year’. The American Tradition, of a discounted shopping day after Thanksgiving, gained popularity in the UK from 2013 onwards, with Asda taking part in 2013. Black Friday is a day of huge discounts by retailers – allowing savvy customers to get their Christmas shopping done with huge savings. Whilst Black Friday is only one day, many retailers have chosen to partake in ‘Black Week’ giving customers a full week to grab discounted merchandise and don’t fret if you miss out on that there’s always ‘Cyber Monday’ a discount day dedicated to online retailers, 3 days after Black Friday. Sounds like a lot? Right. Well today I’m taking a look at why retailers choose to provide these slashed price deals to their customers. As well as customers perceptions on Black Friday, is it too much? Are customers over whelmed by the amount of deals? Or do customers love these giant discounts?
I wanted to know people’s perceptions on Black Friday so I asked my Instagram followers a few questions on the mega discount day (200 people responded). Here’s the results: 71% of people said they did shop Black Friday deals proving the discount day is still a hit for consumer. But what about where people are shopping these deals, a massive 87% of people said they prefer to shop Online rather than an In-store. This fits with PWC’s recent report on Black Friday in the UK which stated; “In-store crowds and queues from the early years of Black Friday have disappeared from the UK, with transactions now predominantly online (77%).”
The most telling question for me was that 65% of people admitted they would buy things they wouldn’t usually be buying due to the fact they are cheaper on Black Friday. This is predominately the reason I think discount days like Black Friday are a huge marketing ploy. Having attended a student discount night earlier in the year it made me think about this. I witnessed two students buying matching designer suitcases because they were on offer. Would they have bought them if they weren’t discounted? My thinking is no, as a student myself I wouldn’t normally make such lavish purchases, however when discount and reductions are on – it seems to justify excessive spending.
With 65% of people admitting that they would buy things just because they are discounted what’s to stop retailers cashing in and providing more and more lucrative deals to attract customers. This was consistent with PWC’s report which stated; “A genuine, time-limited deal can make customers feel rewarded, and may persuade undecided shoppers to purchase while they can.”
Which’s recent report found that “95% of the Black Friday deal items investigated – which included popular tech, home and personal care products – were available for the same price or cheaper in the six months after.” Therefore customers were led to believe they are getting an amazing deal encouraging them to spend when often these deals aren’t genuine.
One thing I have personally found this year however is that the sheer amount of marketing material distributed by companies is overwhelming. My emails and app notifications have not stopped this week with each brand trying to one up each other on their deals. And it’s not even Friday yet! When participants in the survey were asked about this the jury was still out. 32% of people found the deals overwhelming, 20% reported receiving ‘a good amount’ whilst 35% of people thought ‘the more merrier’ in regards to the amount of information they wanted to receive. So overall 55% reacted positively to the marketing material they were receiving from companies. Showing that the marketing material retailers are putting out is still working in luring customers in to shop these deals.
Overall I think Black Friday is a big win for retailers it has been proven that customers will purchase things they usually wouldn’t or make a buying decision more quickly if an item is on sale. However often retailers aren’t losing out by discounting these items, as Which found these deals often aren’t genuine and are marketed to look like a massive saving when in fact they aren’t. I think it’s up to customers to be savvy in their Black Friday purchasing and consider whether they are really getting a huge saving.