And yes that’s “Bill Nye The Science Guy” walking with him! LOL!
Remember to watch Cheddar (sometimes called “the CNBC for Millennials”) Monday to Friday on FacebookLive 9am-10am ET and then again noon-1pm, and then on Twitter 3pm-4pm
The high-growth app named Covet Fashion was on Cheddar.Live today talking about how it adds experiences for users beyond just adding clothes to a virtual cart and then buying. That’s very straightforward with no differentiator. While everyone thinks “men/guys” when they hear gaming, the Covet Fashion app adds a twist to that because its gaming aspect comes in the form of ‘style challenges’ – and more and more women (around 600,000 daily!) are having fun competing in these challenges. They can also choose to buy clothes without playing. Brands on Covet include Rachel Zoe, Calvin Klein, Nicole Miller, BCBG Max Azaria, Rebecca Minkoff, and Michael Kors. To learn more about Cheddar, go to the Cheddar sizzle reel (click here)
Feb. 19, 2017
At this point, the word “influencer” clearly has more than one meaning. I read through the article and this is what I think: What Bloomberg journalist Max Chafkin wrote about and made himself a guinea pig for revolves around the aesthetics-focused, Instagram-centric “influencer.”
60 Minutes also did a segment on influencers, focusing on the vlogger-Viner-type-of-influencer. You can watch that here.
Sadly, Bloomberg and 60 Minutes failed to delve into the subsets within the world of influence marketing, e.g., B2B experts, brand-builders and enterprise-level influencers outlined by Malcolm Gladwell, Brian Fanzo and Rachel Lou Miller.
Or perhaps both media outlets wanted to keep things tight by focusing on the glamour aspect, for impact, and to not confuse viewers. (Hitting on all facets of the vast influencer ecosystem might very well have caused confusion.)
Regardless, neither Bloomberg or 60 Minutes reported on the many controversies within influencer marketing such as pay-to-play, inconsistent disclosure, native ads, expertise or “lack of” expertise, etc. At this point, I might as well shift gears and go on a related rant. Fasten your seatbelts.
On the issue of an influencer’s “lack of expertise”, my general feeling is that lack of expertise is FINE – yes, fine – when it comes to the fashion, accessories and footwear influencers. Why? Because there’s visible proof that she (or he) tried on the clothes, shoes, bag or whatever.
On the other hand, a person who is supposedly influential in the world of tech gadgets DOES need to possess expertise or at least niche knowledge. Think about it. If you’re little more than “a big booming personality” and you don’t know shit from shinola, you really should stick to what’s tactile, visceral, related to aesthetics, etc., etc. Y’know, stuff which for the most part does not require expertise. THIS is where agencies drop the ball. Agencies, you’re free to send me hate mail, but deep down you know I’m right.
Consumers don’t care about expertise when they can clearly see an outfit looks awesome on a person. Let’s be clear: Influencers should ALWAYS disclose BUT research has shown time and time again – when a fashion image on Instagram looks good and inspires, most Instagram users couldn’t care less if they see a disclaimer or not. [[[ My thoughts continue after the Snapchat video, below ]]]
But, in contrast, consumers DO CARE ABOUT EXPERTISE when it comes to (for example) a new smartphone and what it can/can’t do for them. Many agencies think expertise doesn’t matter, and agencies are CORRECT in this thinking when it comes to fashion and, to some extent, foodie and travel influencers. Just three examples. BUT NOT FOR TECH. Let me repeat. NOT FOR TECH.
And agencies of all sizes have dropped the ball – I’ve seen it first hand – inviting “pretty faces” to tech events. For the love of God, please tell me how this is a go-to strategy. It shouldn’t be. Here’s why: Anyone, pretty faces included, can plagiarize a tech review – I’ve seen it done. And if the blogger doesn’t add a video to prove expertise, deception can (and sadly, does) flourish and A CONSUMER HAS NO PROTECTION AGAINST IT.
But there are wonderful, noteworthy exceptions such as Marques Brownlee. While I won’t say he’s pretty or eye-candy (some might disagree, whatever), Mr. Brownlee has a solid aesthetic + an undeniably strong personality which lends itself nicely to video – but waaaay more important to the point is Mr. Brownlee’s EXPERTISE. He knows his techie shit inside and out, backwards and forwards.
There needs to be more Marques Brownlee’s in TECHNOLOGY influencer marketing. Agencies need to understand this – a pretty face or clown or big booming personality who LACKS expertise is, in several cases (such as tech), a disservice to clients and clients’ target consumers. It’s 2017 and PR agencies are sadly still more concerned with low turnout at client events (Click here for video rant) and other superficial bullshit such as Klout numbers and follower counts, both of which are easily manipulated by unsavory people.
And I’d be remiss if I didn’t mention the “big booming personalities” who are considered influencers (many of whom are signed with agencies) yet – let’s be real – they’re really “experts at nothing.” Let’s take a minute to consider the fans of those types of E.A.N. (experts at nothing) influencers.
Many of the E.A.N. fans are very young “fanboys” and “fangirls” and are unlikely themselves to have expertise in anything. (Hey, maybe they relate to (or bond with) the E.A.N. influencer because of that common ground. The fans being children or very very young adults, it’s natural that most won’t be experts at anything. Experts who are still in junior high and high school are the exception, not the norm) …And so 3 the questions are:
(1) Are those fanboys/fangirls simply watching and listening to “aspire to be like” that E.A.N. influencer? In many cases, yes.
(2) Are the kids analyzing the E.A.N. influencer’s mannerisms, cadence, enunciation, etc., etc.? In many cases, yes.
(3) Do they sit there watching the E.A.N. influencer with a credit card in hand, ready to buy whatever the E.A.N. influencer shills? Highly doubtful, but I could be wrong. And children shouldn’t use credit cards anyway. #JustSayin
(Or worse, are the kids looking to emulate E.A.N. influencers as a career!?!? GOD HELP US! [Side rant: If the overwhelming majority of 16-year-olds today are grooming themselves to be professional influencers on social media, then I hate to say it but then we’re fucked as a society and the future’s not bright. Let’s hope this ISN’T the case. I strongly doubt the U.S. Department of Labor puts “influencer” high on the priority list of what America needs.])
I’m sure I’ll receive hate mail from agents who stand to gain via the hyper-positive beyond-reproach narrative that says influencer marketing “works better than anything else.” To be crass, I’m pointing my finger at the agents who stand to gain by face-fucking us with an aggressive, bastardized flavor of wholesale influencer koolaid. This type of koolaid does not respect very crucial nuances.
To be clear, I’m not against influencer marketing. Quite the contrary: I’m a proponent of influencer marketing. Or perhaps I have a bias for expertencers (“influencers who have expertise”, the opposite of E.A.N.’s) … I’ll tell you what I’m against: I’m specifically against willy-nilly influencer vetting and pairings, and agencies are the most culpable because they exploit uninformed clients.
P.S.: I’d also be remiss to say that no one should call himself or herself an influencer. A third party needs to do that. Self-proclaimed influencers must be taken with a grain of salt. (Honestly, it’s best to totally avoid this type of fauxfluencer. They tend to be uncouth and unpleasant to even be in the same room with.) Finally, there are influencer lists compiled by humans and there are influencer lists compiled by algorithms. The latter is the real deal. The former is fleeting and subject to all sorts of immature favoritism, cliques, etc. When someone asks me what I “did” to get onto the Cision Top 50 influencer list, I shrug and say “I honestly don’t know. You’d need to ask the algorithm as to how I got onto that list. (That specific list was compiled by an algorithm, not by a person.)
In today’s busy world, it’s hard to find the right space and right moments to relax. Women like to shop not only because it’s part of the journey to look good, but it’s also a way to relax. It feels great to be out shopping, but many of us simply don’t have the time for it for different reasons – You might have a demanding job, kids to take care of, a house to clean, meals to cook and a body that you can’t ignore. With so many things to do and so little time, lengthy shopping sessions are out of the question.
This is why I was happy when I discovered the first fashion app which allowed me to do something useful and enjoyable at the same time. Unlike regular online shops selling clothes from well-known brands such as Gucci or Armani, the quantity of clothes, shoes and accessories in the app is much higher because they combine the best looking clothes from many designers and online shops and deliver a seamless experience.
With our outfit app you can choose the outfit you want whenever you have a few minutes, buy it and immediately get back to your daily activities.
If you miss the social experience of shopping and you value your friends’ opinions, don’t worry: the outfit app gives you the pre-purchase option of sharing the looks with your friends directly on your social media accounts like Facebook, Twitter or Pinterest or simply copy the link of the outfit/item and let them get a glimpse of your outfit idea with a simple paste in a quick chat window.
I have a passion for clothes and shopping. It’s from this passion that Outfit Swipe was born. We work hard to make it easy for you to find the right outfit – You can simply swipe to change the items until you find a perfect match. Outfit Swipe is entertaining like a game or a dating site. You can also choose what your soulmate is going to wear because our app has clothes and accessories for both men and women.
You can swipe for hours just for fun or you can choose by category and make a quick buy when you need it. No matter what you choose, you can always save your favorite items and outfits in your account, share them, resume the session and buy them when you’re in the mood or have enough money or time.
In conclusion, shopping can be an enjoyable and healthy habit helping you to relax anytime, anywhere. If you could swipe your worries and your life scenarios like you can do with Outfit Swipe, your life would be a real heaven. You can’t have the perfect life, but you can get the perfect outfit and get a little happiness while you do it. Ask your best friend or your partner what he/she thinks about the outfit you want to buy – it could help bring some joy to your day. A little admiration goes a long way.
Runway images courtesy of Amp3 PR, PR firm for Nolcha Fashion Week
In a flash survey of independent retail decision makers, Lightspeed found:
Social Media Drives Trend Discovery
73% of respondents use social media to discover the latest trends in fashion, more than any other channel
Nearly a third of retailers attend fashion shows to see what’s going to be hot next season
Celebrity style is the least influential mode of discovery for retailers – less than 25% are looking to celebrity style to discover the latest fashions
While social media plays a huge role in trend discovery, peer validation is king when it comes to purchase consideration for retailers. Retailers say that “where else the brand is carried” is the most important factor when considering a new line; a designer’s social media following came in at the bottom of the ranks.
70% of retailers are scouring showrooms and trade shows to discover new designers
One retailer said “We’ve had the most success selling the clothes that we’ve been able to touch and try on. Make your presence known!”
Retailers are always on the hunt for fresh designers. Almost 30% of independent retailers said they dedicate 10-15% of their inventory for new designers; 50% are willing to allocate 5-10%
Drapers celebrated their app launch by also launching a Digital Access subscription offering, which comprises full site access, daily emails and the new app. (see image at the top of this post)
An edited selection of Drapers content gives fashion industry professionals the opportunity to catch up with the latest news that could affect their businesses, as well as read trade show reviews from around the world.
Available to download on Apple and Android devices via the iTunes App or Google Play stores, it’s exclusive to new or existing Drapersonline subscribers. Once subscribers have downloaded the app, they can simply tap the icon and log in using the same username and password that you use for Drapersonline.com. The app should work on the iPhone 5 and above, though optimized for devices running iOS7 or later. The Android version should work on devices running Android 4.0.3 and above. It won’t work on Kindle or Microsoft mobile devices.
How it can help:
• Be fully informed before that crucial meeting
• Get answers to questions while you commute to make the most of every minute
• Global tradeshow coverage as it happens
Posted: Feb. 18, 2015