A P P A R E L M A K E T I N G :

I t ’ s j u s t l i k e n o r m a l m a r k e t i n g e x c e p t y o u r c o n s u m e r i s a m o o d y & c h o o s y a d d i c t w h o u l t i m a t e l y i s n ’ t t h a t i n t o i n y o u r p r o d u c t i n a n y t r a d i t i o n a l w a y t h e y j u s t w a n t t o f l e x t h e m s e l v e s a n d h a v e z e r o n e e d f o r y o u r s i l l y p r o d u c t , s o s t a r t d a n c i n g M o n k e y !

B y D a v i d Zu c ke r m a n

$$$$$$ $$$

T H E LO U I S V U I T TO NW H Y T H AT ? W H I T E L I E S

The market is inflated, busy, seasonal, can

price cut you in an instant, and someone

is always spending more than you. Why

did he or she walk in or log in? Sometimes

we open the fridge when we’re not

hungry. Find reasoning.

Wearing diamonds won’t keep love alive,

but your sales people better say it will!

Anything worn implicitly converses with

an aspect of human psychology and self

representation. If you have no external

perceived psychological brand offering,

you have no brand.

Mass luxury is growing at a breakneck

rate, just the names change every few

years. People are chasing exclusivity but

they’re not original. You’ve got to provide

something inherently accessible and

usable. Accessories always fit.

Except maybe because other people expect them to have that product and now the consumer has crippling self doubt.

Time to move in for the kil l.

N O O N E N E E D S Y O U R P R O D U C T

2

C U STO M C O N T E N T &

V I D EO

S O C I A L A M P L I F I C AT I O N

ST R AT E GY

C O N T E N T SY N D I C AT I O N

E D I TO R I A L F R A N C H I S E O W N E R S H I P

E X P E R I E N T I A L E X T E N S I O N S

S E A S O N A L E D I TO R I A L A L I G N M E N T

A M U LT I P L AT F O R M PA RT N E R S H I P

M A J O R M A R K E T I N G M I L E S T O N E SBe everywhere, all the time.

THERE ARE NO RULES, ONLY WAR

H O W I S M A R K E T I N G N O W ?SOCIAL TO> MOBILE BROWSING >

LEVERAGE MULTI CHANNEL AVAILABILITY TO

BUILD YOUR BRAND

With diverse opportunities, work is never over.

Instagram followers do mean money and can be

linked to you e-commerce site.

Perception is success

Social is just an outlet, the content must be

relevant, inspiring and unexpected.

Shoppers jump devices and platforms - you must

do the same

PR agents rep “famous instagrams” and broker

with brands for paid placement.

SEAMLESS SOCIAL COMMERCE

Consumption starts with the cornea and then

MAYBE moves to our wallets. Integration of all sites

is key to capture the buyers who tread toward

Checkout. Any barrier must be removed.

4

CLOSE SALE ON DESKTOP >

T H E M U L T I D E V I C E T H E P A T H T O P U R C H A S E

IT’S A SYMPHONY OF SEDUCTION, BUT SOCIAL MEDIA IS A HUGE MESS YOU CAN USE TO YOUR ADVANTAGE AND EVEN LEARN SOMETHING

S O C I A L M E D I A I S C O N F U S I N G T H E P A T H T O P U R C H A S E

INSTAGR AM (THIS IS YOUR NEW MESSIAH. MAKE ALL THE FRIENDS. REFINE THE AESTHETIC.

CONNECT YOUR E-COMM HERE)

YOUTUBE (REPOST CONTENT HERE. BEFRIEND REVIEWERS.)

SNAPCHAT (UNASPIR ATIONAL,

BUT VERY PERSONAL)

VINE (FOR CHILDREN)

TWIT TER (JUST FOR YOUR COMMS TEAM)

FACEBO OK (DON’T BOTHER)

6

Apps and in-app linking to ecommerce

means that you can advertise

for free to captive audiences.

The fewer clicks, the more views. Finally

you have your own TV channel and

boutique.

F a c t : P e o p l e t r u s t s o c i a l m e d i a m o r e t h a n b r a n d w e b s i t e s o r a d s

P L AC E M E N T P U B L I C I T Y W O R D O F M O U T HD I R EC T E M A I L

& R E TA RG E T I N G

• Beyond your URL - there are placement opportunities all around from sports, fashion, financial, professional, youth culture, lifestyle, reviewers, technology, etc

• Build a narrative, become the story.

• Create relevant brand & persona partnerships

• Hire a PR firm • Online, magazine, tabloid, etc -

they all build on each other • Build a memorable company

story - “the girl who dressed her boyfriend, who was then promoted/got the client and all then of his firm asked for her advice soon after.”

• Service and freebies are the key to customer hearts and voices.

• Build the best team possible. • Excede expectations • You’re never off the clock • Wear your product & mention

it constantly. • Recommend it ad nauseum

Over time, we will have to experiment to see what works for us - expect failure, but aim for the money

M a r k e t i n g i s a M a r a t h o n

• It costs less to maintain a customer than to gain a new one and the benefits grow with age.

• Don’t annoy - keep it entreating not cold.

• Content updates drive interaction

• Retarget past customers with online ads. BIG DATA :)

7

2M

I N S TA G R A M

M A R K E T I N G T O S O C I A L A N D M O R E

ANY OPTION ANY AUDIENCE

Current Advertisers

• Get on all IG partner accounts

• Consumers see product right there

• Timeline photos last

• Consumers Trust Social > Site

160% Growth rate for fashion brands

300% Ad Recall Over Traditional Online

New Direct Response Ads Coming

30% +

B I G D ATA

COLLECT CUSTOMER DATA FOR MARKETING MAGIC

sales with data influence

• Targeting products to ideal consumers.

• Less waste, more action

• Self improving algorithms are magic

• Grow stronger over time

• Learn your actual consumer

Predict Your sales, align resources

50% Your advertising budget is wasted

$400B

B O O M E R S

OVER 50 IS HOT

More To Spend

• Nostalgia for youth requires image change

• White Collar Careers Require Suits, not Tees

• Increasingly on Social

• Driven by word of mouth

• Lower Health Costs mean Expendable Income

• Children and Wives think they need updates

2.5X Than 18-35 Demo

100M Adults in the USA over 50

35k

O U T B R A I N

MAXIMIZE CONTENT DISCOVERY

Sites use Outbrain service

• Feels Native

• Outbrain engine is free

• Pre-filters spammy links

• Advertising in Disguise

• A suppository for content

• Target Mens Interest

15B Page Views Monthly

87% Of Web Users Reached

8

$2.4T Annual Income

80% Marketers using ‘gut feelings’

Snazzy name?

P R O D U C T

F O U R P ’ S : T H E S A L A D O F M O N E Y S Y S T E M S

GODDAMN IT BETTER BE ORIGINAL, BUT NOT TOO ORIGINAL

What does it do for me?

What does it do for others?

Whats the cost to make?

Where can you find it?

P L A C E

WHERE DID YOU SEE IT FIRST? WHO WITH? WHERE CAN YOU BUY IT NOW?

What does the place add?

Customer service?

Effects on the brand?

Can you afford it?

P R I C E

I HAVE NONE, SO I REALLY VALUE SPENDING IT.

Am I competitive?

What’s the value?

Is price aspirational?

Will it go on sale?

P R O M O T I O N

CRACK YOUR BRAIN OPEN & READ THE TEA LEAVES

Are there associations?

Where is the message?

Is it special?

9

Was it Yeezy’s idea? Where’d Yeezy unearth that? Does Yeezy want it? What’s Yeezy say?

ADVOCATE BELIEFS - ROLEX IS SWISS-MADE HIGH PERFORMANCE

BE MORE THAN A LOGO - BOTTEGA VENETA IS

KNOWN FOR TECHNIQUE

THE STORE IS A TEMPLE - PRADA STORES ARE ALL

BUILT BY FAMOUS ARCHITECTS

PULL CUSTOMERS INTO AN EXCLUSIVE CIRCLE -

LOYAL HERMES CLIENTS ARE INVITED TO EXCLUSIVE

PRODUCTS

INVOLVE THE CUSTOMER IN A RITUAL- CARTIER BRACELETS ARE FASTENED TO

THE WRIST WITH A SCREW

MYTHOLOGIZE THE BRAND WITH HISTORY AND ROMANCE

(COCO CHANEL PICTURED)

F O R T H E L U X U R I O U S O N E S

T A K E A W A Y S :

10

Yo u r b ra n d w i l l n o t b u i l d a fe r vo r b y c re a t i n g o n l y a p ro d u c t . B r i l l i a nt b ra n d s a re n’ t s y m b o l s a n d l o g o s e i th e r.

L u xu r y i s b u i l t m o re s o o n ro m a n c e , ex p e r i e n c e , re l a t i o n a l p ra c t i c e s , l o y a l t y, a p p e a ra n c e , ste a l th we a l th , c u l t u re a s s o c i a t i o n s , p e r s o n a l i za t i o n , r i t u a l , a n d s o l i d q u a l i t y.

I t ’s a l l sto r y te l l i n g .

- B U T T H E R E A L I T Y I S T H AT W E A R E A L L P R E T T Y M U C H T H E S A M E .

- H O W E V E R , YO U R P RO D U C T S C A N B E C U STO M I Z A B L E !

- P E R S O N A L I Z AT I O N A N D C U ST O M I Z AT I O N I S T H E U LT I M AT E E XC LU S I V I T Y.

- I T A L S O C R E AT E S C O N T RO L OV E R P RO D U C T D I ST R I B U T I O N A N D E N C O U R AG E S R E P E AT P U RC H A S E . A N D I T ’ S L I K E A D RU G, O N E H I T A N D YO U ’ R E H O O K E D !

- I T ’ S F O R E V E RYO N E ! A N D YO U D O N ’ T N E E D TO H O L D I N V E N TO RY !

-A S S E M B LY C O ST S E X T R A .

- ‘ I N F LU E N C E R S ’ WA N T A S AY. YO U WA N T T H E I R AU D I E N C E . M A N AG E YO U R C O ST S.

- L E T C O N S U M E R S M A K E T H E P RO D U C T T H E Y WA N T A N D STO P T RY I N G T O P R E D I C T T H E M . YO U ’ R E N OT P SYC H I C .

I W A N T T O B E D I F F E R E N T T H O I ’ L L S E T T L E F O R C U S T O M

A buzz term for something you inherently already experienced knew, do and aren’t surprised by.

EDUCATE CONSUMERS

WITH VIDEO

Does the company have a history?

They’ll tell others and really

begin to feel part of your

brand’s tribe. Tell me more

about how Marilyn wore

these (insert product here).

AMBUSH THEM IN

NATIVE EDITORIAL

BuzzFeed’s guide to

groceries is actually

how you’ve shopped. Sorry mom.

But seriously what’s Kendall’s

favorite lipstick.?

DELIGHT THEIR

WHIMSY

Is it sharable?

Seriously.

If someone shared

your content, would you love

or hate that person?

DATA!!!

Computers

are 30% > you.

If you can’t wield big data

sets to get your marketing

gimmick to the right person,

you might as well

be handing out fliers.

MAKE IT PRETTY

Apparel is shallow.

You would never buy a car

from a company that can’t do

decent image, video and

graphics. Throw money

at a production budget.

TRANSPARENCY

Be transparent in practice,

but don’t give away your

recipes to success.

Accessible is a cheap word.

Transparency in process makes

consumers believe they’re

making the right choice.

C O N T E N T M A R K E T I N G

12

Basically, the Internet just found out people don’t l ike reading as a first option.

Follow up Question: Do fashion people read?

Let us tell your story. Brand partnerships should be truly collaborative experiences. Understand your challenge and work to develop a unique, innovative solution — and a compelling narrative — that will engage our valuable audience and convert them to customers.

Be editorially relevant. The hallmarks of success are : inspiration, usefulness, authoritative information, a conversational voice, beautiful imagery, and storytelling that reflects our singular connection with our audience. A brand message is most effective when it fits organically within this trusted context.

Push boundaries. The over sought consumer responds to newness and creativity. A feeling of discovery and the unexpected gets attention. Let us put brands where it has never been before, and get noticed.

Let authenticity be your guide. Millennials don’t like being on the end of a hard sell and won’t stand for forced product placement. Respect our intelligence, prioritize transparency, and let us ensure that your voice and aesthetic deliver on what readers expect. Brands that offer real value for consumers, and bring meaningful experiences that enhance their lives, will inspire the most positive response.

Leverage real-time insights. We know the audience better than anyone else, and we’re constantly in conversation with them. Let us use those best-in-class editorial audience insights to develop a nimble programming strategy that evolves over time.

Champion next-level talent. Carefully calibrated to your audience’ needs, and social clout is just a single piece of that formula. Each individual you feature is an authoritative voice in their space, able to contribute unique advice and ideas that inspire our audience to lead more stylish and creative lives.

Trust the total user journey. Understand how readers are arriving at your content, and target your message accordingly. We connect with our reader consumers not just through our homepage but also on our social channels, via email, in our comments, and with real-life experiences.

Continue the conversation. Engage with our audience in the comments and on our social channels — and share your part of the male fashion ecosystem on your brand channels for a cohesive dialogue that lives on your site and your life.

* Lorem Ipsum sit amet set ut persiciatis

THE 8 SIMPLE RULES OF BR ANDED CONTENT

13

Customers watch How To’s and Value Insights

B U I L D I N G R E U S A B L E C O N T E N T

* Lorem Ipsum sit amet set ut persiciatis

14

• Hook people with a question or promise entertainment

• Start with Self Improvement

• Naturally fits Social Media Practices

• Fashion doesn’t have to be the goal (ie “How to Wire a Lamp”)

• The Need for Fatherly/Motherly/friendly/professional Advice is CONSTANT

• Grooming Verticals!

• Voices of Authority are trusted

• Increased Random New Visitors

• Can be Lifestyle Porn - Travel, Tech, Sports, Business, Love, Fatherhood

• Increase Attractiveness for potential biz partners

• Content can draw subscribers and user data

• Add an animal to the mix. Don’t ask. It just works.

VIDEO PRODUCTION IS CHEAP, POSSIBILITIES ARE ENDLESS

Reading hurts my beady little eyes, damn iPhone. Story-time builds trust.

The more effort needed, the less interested the audience, so create passive content if you can’t make it compelling.

V I D E O A N D A U D I O F O R P R O D U C T E D U C A T I O N

* Lorem Ipsum sit amet set ut persiciatis

15

E n u n c i a te .

We c a n h e a r y o u .

B e q u a l i t y.

S a ve th e s a l e s te a m

ex t ra l e g wo r k .

COMING SOON You’re a half

cyborg!

I F I C AN’ T WATCH IT ON MY PHONE, D ID IT HAPPEN AT ALL?

Mobile friendliness is more important than laptop (sometimes). It’s where we discover.

16

IT’S A KISS-KISS WORLD TO GET FREE PROMOTION, SO MAKE THE RIGHT FRIENDS.

P U B L I C I T Y

MAGAZINE EDITORIAL PLACEMENT

MAKE ANYTHING A STORY

HIRE SOMEONE ELSE

MAGAZINES ARE ONLY KINDA USELESS

You can’t connect to immediate sales, but exposure is

insanely valuable and validating.

Consider Context

Hack the System with insider bestie

Dress those who get their photos taken

Make any small thing a PR story. You wouldn’t believe how

foolishly publishers repeats PR releases.

HIRE PROFESSIONALS

PR is a hard animal to wrangle part time, and it involves a lot

of heavy lifting and leg work. Hiring a PR professional with a

strong track record can be the best solution for small

companies. Leverage their experience and established

relationships. Manage them with fear and an iron fist.

17

PR PROS CAN HANDLE EVENTS

FK A T WIGS

JOAN DIDION

ARTISTS

TOM BR ADY

P A R T N E R S H I P SC r o s s - b r a n d c o l l a b o r a t i o n i s a n a m a z i n g b u s i n e s s

h a c k . B e e x p l i c i t i n y o u r e x p e c t a t i o n s h o w e v e r .

SOFIA COPPOL A

18

N o th i n g i n fa s h i o n i s i nte re st i n g to ta l l y o n i t s ow n , b u t i t b e c o m e s m o re o f a sto r y w h e n m a tc h e d w i th s p o r t s , e nte r ta i n m e nt , m u s i c , m o n e y, t ra ve l , m e d i c i n e , s u b c u l t u re , f i l m / t v, s ex , g e n d e r, fa nta s y, l i te ra t u re , h o m e g o o d s , fo o d , e tc , e tc .

O th e r b ra n d s re q u i re c o n sta nt v i s i b i l i t y, ex te r n a l b ra n d i n g , a n d P R . F i n d b ra n d s w i th a s i m i l a r c u sto m e r p ro f i l e . S h a re d a ta . D o n’ t c o n f l i c t i nte re st s . Ta ke m e e t i n g s e ve r y w h e re .

F i n d p e r s o n a s w h o a re y o u r i d e a l c u sto m e r. B e f re s h . W h o i s k i l l i n g i t i n e d i to r i a l n ow ? C o n s i d e r b ra n d va l u e c o m p a r i s o n s .

MEGA BR ANDS

LOCATION, LOCATION, LOCATION

P L A C E

HOW DO I WIN?

A good product will continue to find new audiences and locations as

time progresses, but you must build a time line to consider options.

If my product isn’t immediately graspable, maybe influential retailers

are the place to begin - if you have time and connections.

You might be a mass market product, fit for department stores, but can

you compete with the brands one rack away?

Not everything can sell in downtown NYC. Find proximity to your real

audience. Tourists can be a blessing or a curse.

What does place say about your brand? Will they prioritize my sales?

MORE TO CONSIDER

Some cities work differently than others. Driving cities like Los Angeles

require destination shopping styles. Walking cities are more neighborhood

centric.

Look at:

-location of your business -location of your target market -how to reach your target market -warehousing of your stock -transportation of your stock

19

“PUREPLAY” IS LIMITED. LOOK AT (A) ONLINE, (B) 3RD PARTY RETAIL & (C) SELF-BRANDED BRICK AND MORTAR. MULTI-CHANNEL IS HYPOTHETICALLY MORE STABLE, BUT REQUIRES MORE INVESTMENTS OF TIME AND MONEY.