Rank #1: 222 – Babba Rivera of BY BABBA – Knowing the Why
Babba (Canales) Rivera, Founder of BY BABBA (a brand marketing agency) joins - Pavan Bahl and special guest co-host Brianne Kimmel, GTM (Growth, Marketing Strategy, Audience & Industry) at Zendesk in front of a live audience at Sennheiser’s new San Francisco retail store at 278 Post Street. MouthMedia Network is powered by Sennheiser, The Future of Audio.
In this episode:
Rivera discusses her work with Uber and Away Luggage, as founder of the agency BY BABBA, a next-gen brand marketing agency, and about her new last name (personal brand) shared with her new husband
How until recently marketing was focused on branding and product marketing, and the rise of performance marketing, particularly direct-to-consumer for tangible and digital brands
The focus for brands on talking about their brand story of amazing company-building, hiring and treating employees well
The balance between performance and brand marketing, how they should be separate budgets and efforts
How marketing of features is not ideal as they are easy to copy, but the brand story is beyond functionality, brand is personality, and the impact of knowing the why
No one-size-fits-all in marketing strategy
Some brands rely on hitting functionality, and other brands (such as in fashion) have a lot of creative resources and talent within and have more competition
What does performance marketing mean?
Engaging with customers, asking questions, user-generated content that aligns with the message one is trying to achieve
How big brands are doing it right, such as a lot of big brands are building innovation teams and incubators and accelerators
Launching Uber (Black) in Sweden, and how they didn’t have focus on brand
Brand plus performance marketing, user acquisition, easy to get traffic
Early days for tech companies are all about hyper growth at expense of brand,
Facebook vs. Instagram
The early stage of Uber, looking at how the unfair advantage was private driver experience, built early adopters via first ride for free, and then later focusing on it being the same price as a taxi
The number of collaborations with Away Luggage, choosing a direction with brand partnerships, especially with physical products, by leveraging more established brands
Looking at how brands can benefit from Rivera’s toolkit, giving back to brand on a personal note offering intros to help solve problems, and how this has created friends in fashion industry as a result
Strategies on starting a meeting with a specific result in mind, getting curious about high- level thoughts on things the other parties are doing
Adding tech to help with storytelling and amplifying presence with Rag and Bone at a very integral moment
Fashion Week: most people really excited are not invited, wanting to change that led to providing access to the Rag and Bone show to anyone without being an insider, with the goal being impressions and being a part of the conversation
Understanding overall brand impressions and sentiment are important, tools understanding sarcasm, People need to engage with brands when they want, on the channel they want.
When a startup feels traction, what kinds of systems to put in place for performance marketing to make decisions in a fluid way
How a brand can look at quantifying customer interactions
How in-store environment is shaping ecommerce, how both ends drive each other, and a validation point is to not underestimate how emotionally driven consumers are with something looking like a real store
Micro vs. macro influencers, and where relationships fit into marketing, and deeper connections with female founders
And how most desired clients are Millennial-centric direct to consumer brands
Mar 06 2018
Rank #2: 205 – Ben Cooper of IoClothes – A New Era of Fashion Tech
Ben Cooper, Founder/Managing Director of IoClothes (helping companies deliver breakthrough innovation) discusses Wear Conference, wearable technology, and the spurring the intersection of fashion and technology. Recorded at the 2017 Wear Conference in San Francisco, CA. Powered by Sennheiser.
Footwear in the army, bridging a gap, and the holy grail of data
Cooper talks about his past as an athlete, physics, biomechanics, improving human performance, led footwear program for the US Army, exited from a tech company, led research and testing for VF Global Innovation Center, explored wearables, what’s lagging in the wearable space, bridging the gap between fashion apparel footwear industry and tech industry and ushering in a new era. Pursuing a model that opens up a platform, and having the same ability to impact companies regardless of size recognition. The holy grail of data, why data should be about adding more value, and the need more attempts for more data.
Igniting creativity, facilitating the future, and bringing people together
Io Clothes launching a beta, hoping to find value in interactions, a massive tech transfer department vs. handshake deals, and being meant to ignite creativity and collaboration. Being passionate about what can come on the other side, and how Io Clothes is a clearing house for consultants. Cooper doing the best he can to facilitate the future he wants to see. Bringing all these people together, like 99 Designs or Fiverr for the creative side. How answers are out there and one just needs to bring it together.
Fishing, reflecting, and crushing goals
Personal questions cover retreating with fishing, why second place mattered, the gift of a sleeping bag, taking time to reflect, and the clock doesn’t lie, reinventing and crushing goals.
Hear more shows at MouthMediaNetwork.com .
Nov 07 2017
Rank #3: 217 – Charlotte Fanneau of Heuritech – Finding Trends in Images
Charlotte Fanneau, Product Marketing Manager for Heuritech (AI that empowers fashion e-retailers to bridge the gap between social and commerce with cutting-edge deep learning technology), joins Pavan Bahl, Marc Raco, and Ilan Tito at Shoptalk Europe in Copenhagen. Powered by Sennheiser.
In this episode:
The journey of getting in the door as a new quantity in geographical areas until Heuritech is more known
Instead of a data API, how Heuritech worked in building the best product plug and play for teams, fitting the daily needs of brands
How Heuritech was created by two PhDs in machine learning, they dove into fashion industry because of so many images
Knowing what mattered in those pictures, training the model to detect many type of details, and recognize products from specific brands, especially luxury bags
Then training the machine to recognize that element in any new image, then scale it in social media
Heuritech’s strength in detecting specific SKU for brands
From hours to a few days to pull many SKUs and training machines against images already on Internet, or even coordinate photo shoots for new products launching
Tracking metrics, the number of times seeing specific products in images
How Heuritech’s tech is good for metrics companies and niche influencers
Tracking all luxury, analyzing that and selling to specific clients who are not necessarily luxury, identifying what trends are, and selling that data back
Forward thinkers with luxury brands, helping the rest of the world to take more risks with data to back intuitions
Getting past hesitations based on past experiences brands have had
Because visual search has not been very good until now, how it is easy to show brands that they can succeed, which solves issue of brands not identifying products in social media images, as they can now be identified, and being able to funnel into intelligent content
The possibility of identifying products and brands in video, but the data challenges before employing a strategy
The many possibilities, collaboration with LOUIS VUITTON
Source material to identify the items and referencable with various body types, ways clothing is draping, and the need to build a reference system
The goal to be key partner with fashion and luxury specialists
Revealing and helping people grow what they’re good at, contrasting fashion between Copenhagen and Paris, and electric drums and singing
Feb 15 2018
Rank #4: Eric Phu of Citizen Wolf - Staying Relevant Amongst Unique Brands
Most millennials are screening out brands that aren’t relevant, unique or ethical - this has created sharp growth in the rise of artisan and street brands. Eric Phu, founder of Citizen Wolf (a company that offers custom tailored t-shirts that are lauded as “the best fitting t-shirts on the planet”) joins Marc Raco in front of a live audience on location at Online Retailer in Sydney Australia to discuss how deep authenticity can be cultivated and how to remain relevant a growing marketplace of unique brands.
Aug 20 2019
Rank #5: 193 – Ben Blakesley of Reebok – Right Message, Right Voice, Right Person
Ben Blakesley, Director, Global Social Media for Reebok (bio), joins Rob Sanchez, Marc Raco and guest hosts Julia Macalaster (Head of Strategy & Growth at Def Method) on location at the Millennial 20/20 Summit in New York.
A marketing utility belt of tools, democratizing conversations and diversification
Blakesley reviews how important it is to have the right message at the right time with right person, discusses the utility belt of tools being huge and growing every day, how social media democratizes conversations we used to only be able to have one on one or with small groups, and the objective of building relationships and trust. The business objectives, and looking at being responsive vs. how much state of art of technology. Matching what social media is good at with objectives, diversification of a social media portfolio.
Managing the right voice, navigating culture and language differences, doing something vs. being like something
How social media guidelines are determined from a long developed voice of brand, and making sure partners always have the right voice no matter the international region. Reebok stands for being the best version of yourself, feeling confident, how a message is built on different platforms, and the language and version of message changes. The difference in how using social media to connect consumers wanting apparel for different reasons, using the product to do something vs. being like something, the goals to be building relationships, and repositioning the brand POV, and driving web traffic.
Finding common ground with the audience, from lemons to lemonade, and Back to the Future
Using social media to direct posts to specific audiences, focusing on what people in the world care about, and what Reebok wants to talk about, and finding that sliver of common ground. Plus, Blakesley reflects on the net big thing in content. Off the Grid Questions covers making lemonade from lemons, how getting cut from a baseball team led to a championship and scholarship, finding a great book with a well-targeted social media surprise, and being inspired by alien-looking shoes.
Aug 22 2017
Rank #6: 197 – Jon Werner of Adidas – Innovating Relationships with Footwear and Apparel
Jon Werner, Innovation Explorer for Adidas (profile) joins Pavan Bahl, Rob Sanchez and Marc Raco at WEAR Conference 2017 in San Francisco.
A startup within a brand, supporting WEAR Conference, and trends leading to movement
Werner discusses how he joined Adidas via an acquisition of a startup focused on mobile fitness, tracking performance for athletes before iPhones. He shares how it is like a startup in well-funded brand, with insights not available as a startup, integrated into the brand. Apparel and shoes make a difference in injury protection and longevity in the sport. Why Adidas maintains presence and support of WEAR Conference. People moving means selling products at Adidas, and how some trends allow getting people to move via technology. Smart fabrics, textiles, wearables, the joke about Adidas as one of the first wearable companies.
Partnering with startups, a changing landscape, and cyborgs
The degree of partnership and the opportunity to collaborate with others, how people are wanting to share resources. The perspective on how people would keep their IP, and going out on their own can stifle creativity. Protect your investments and find ways to partner with others. Important considerations to impact on environment. Seeing a landscape change with sensors, and creating stories about shift of in-store technology, more experiential in retail. Getting NFC chips implanted hands, the possibilities for premium experience, does this make sense to do? How 50,000 people have it, early adopters, and are they cyborgs? How much is wearable tech about being a thing you put on or a tool use, vs. becoming a part of you.
Avoiding silos of innovation, investing in retail, and exploration
The way Werner thinks about developing internal with Adidas, and working with other brands. Trying not to be more than 50% of a startup’s business, a challenge with spending power which has a pitfall, rolling out technology and supporting as a challenge, avoiding silos of innovation and coordinating retail use cases changing, why retail space are highly relevant, 8 key cities Adidas is pouring energy into, how installations will get smaller and can go into retail locations. Smart pixel tech in hightops, more consumer engagement with products, hangtags going away, how a washing machine and dryer could know what kind of apparel or shows and can adjust for that, and the ability to augment sport. Plus Off the Grid Questions cover a great bike, hot wheels, exploration, and sustainability.
Sep 20 2017
Rank #7: Allie Egan of Cynthia Rowley - Connecting with Consumers
How a women’s apparel brand like Cynthia Rowley adjusts with the identity of women in 2019, and also how they stay relevant and keep up with the conversations in consumers’ lives. President and CEO Allie Egan joins Marc Raco and guest hosts Joe Yakuel (Agency Within) and Catherine Schepis (American Fashion Podcast, and Lean Canvas Advisory). Recorded in the MouthMedia Network studios. To hear more from speakers like Joe and Allie, check out CommerceNext on July 31st & August 1st in NYC.
In this episode:
- The importance of taking the data points about the average consumer’s needs and beliefs and making the brand’s point of view clear through its actions, such as having Halima Aden as a Muslim American model
- Being open and engaging in conversations with consumers when campaigns take an unexpected term, and how honestly and accountability should be values of any brand
- The importance of keeping track of supply for brands that sell primarily direct
- How Cynthia Rowley uses data points to make changes to distribution, production, and supply chain to fill consumer demands and to create limited editions of popular styles to bring in new customers as well as repeat customers
- The struggle for brands to produce the quantity and quality digital content to keep the brand’s message clear without getting stale, and how Cynthia Rowley’s studio spaces and influencer network allow for a wealth of relatable content to be produced without having to plan out tightly structured content
- How big data can potentially be used to marketing or customer service actions, and how the evolution of data collection has influenced decision making
- Ways chat bots and video calling can extend the brand’s ability to provide recommendations, convenience, and a deeper human experience between the consumer and brand when engaging with direct sales
- The importance of referrals and word of mouth growth for a brand like Cynthia Rowley, and how Allie plans to utilize affiliates, influencers, and social media to get the word out organically to build the brand’s stature organically
- How first-order profitability has given Cynthia Rowley the flexibility to grow and make actions that aren’t necessarily scalable at its own pace while focusing on brand loyalty and referrals
- Why strategic parameters with tight guidelines along with a focus testing and analysis has evolved into a successful network of influencers
- Allie’s background in the beauty industry and extensive digital/e-commerce experience, and how her partnership with Cynthia’s artistic and active lifestyle backgrounds intersect and why their partnership is so strong
- New ways the brand has been connecting with their consumers, such as the new podcast
- Plus, some off the grid questions with Allie about how she got started on the path her career that led her to being a brand manager, how that work is like running a marathon, and her intensive note-taking
Jul 02 2019
Rank #8: 248 – Nina Shariati of H & M – On Sustaining Fashion’s Future
Nina Shariati, Project Manager, Transparency and Higg Index, for H & M, joins Pavan Bahl, Marc Raco, and guest host Rohan Deuskar (Stylitics) on location at South by Southwest. MouthMedia Network studios are powered by Sennheiser.
In this episode:
Nina Shariati on how SXSW is covering so many areas, from politics to future tech, trends, food industry, science
H & M leading the new frontier by disclosing supply chain 5 years ago, and now sustaibaility and transparency are center of conversation
H & M has a big impact potential
A penalty for being open, and sharing, being scutinized
Not a brand challenge – it is an industry challenge
Setting up measuring methods
How to measure footprint on a brand or product level
Transparency - not easy to be 100%
How blockchain will be affecting sustainability and supply chain
How H & M funds projects with other companies to explore possibilities of new ways of doing things
The power the customer has and what they can do to show the power to brands
The type of impact you can do on the scale of H and M is larger than a small company
How the CEO is outspoken on the importance of sustainability, and embedding it into the business ethos
Jul 25 2018
Rank #9: 200 – Fashion Model Candice Huffine and Ziel CEO Marleen Vogelaar – The 200th Show
Candice Huffine (international fashion model and Founder of Day Won – (bio)) and Marleen Vogelaar (Founder/CEO of Ziel, custom activewear collections, designed and delivered on-demand – (bio)) join Pavan Bahl, Rob Sanchez, Marc Raco and guest host (and editor for WWD) Andrew Nodell for the 200th episode of Fashion Is Your Business, recorded on location at La Marina Restaurant Bar and Beach Lounge in New York City and sponsored by Stylitics, Musefind and Instasleep.
A model’s journey, from engineer to fashion brand founder, and an inspiring collaboration
Huffine shared her journey as a plus-sized model, a decision at 15 years old to follow a dream, discovering an industry split into two, and a path she was meant to take, as a plus model, a.k.a. “curvy”, and as a role model to motivate people to look their best selves. Becoming a new runner, completing a full marathon, encouraging women to do something just for themselves, and taking on the latest role as a designer of a new fitness apparel line, collaborating with Ziel.
Vogelaar discusses her background in 3D printing, as an engineer not a designer, co-founding Shapeways (the biggest on demand 3D fashion printing company in the world) learning how designers think, how being very tall created a desire and need to create her own clothing, seeing brand fragmentation happening, seeing a lot of technology to make custom clothing, and making a dedicated line for who someone is and what someone stands for like Huffine with Ziel – on-demand design and manufacturing service for retailers and brands.
A new chapter, a new brand name, and propelling designers
Huffine on the work she’s doing with Ziel, why it is both a continuation of her same journey and a new chapter, coming into partnership as knowledgeable and ready, as a natural progression for a model, creating a new brand, and preparing for a long time. She offers a scoop, announcing her new fitness apparel brand name “Day Won”! How Vogelaar is a frustrated buyer of fashion, and the purpose to propel new designers like Huffine, and making it so the women wearing the apparel feel that they can be doing something that makes them feel like the best version of themselves.
Heptathlons, podcasts and movies, and blue crabs
Off the Grid Questions cover the first thought of “Look at me”, pageant queen posters, training for heptathlons, growing up in a factory, building engines vs. the perfect pageant wave, a cash register obsession, spiders and sharks, being relevant, living through brands, staying on brand with podcasts and movies, Huffine gets a job offer, answering where your from, and elusive steamed blue crabs, feeling at home, and a good team.
Note from the hosts: Thank you to all of our guests, listeners, team members, guest hosts, sponsors, and partners for 200 incredible shows. There is much more ahead! And thanks to all who attended our 200th Show recording event, and sharing the moment, the fun, the scenic view, the heat and the helicopters!
Oct 09 2017
Rank #10: Bob Lamey of Shopbop - New Opportunities
Bob Lamey from Shopbop shares thoughts on his former and current companies, on location at Remode with host Natalia Makulova.
Jun 25 2019
Rank #11: Happier, Healthier, Better – 2018 Ford Trends Report with Sheryl Connelly
Sheryl Connelly, Global Trends and Futuring Manager (a.k.a. Corporate Futurist) for Ford Motor Company, talks with MouthMedia Network President Pavan Bahl about the insights and implications of the 2018 Ford Trends Report. Recorded at the MouthMedia Network studios, powered by Sennheiser. Read the 2018 Ford Trends Report here.
Data for all, giving younger people purpose, and seeking solutions
Connelly reveals how the report previously was kept proprietary and inside Ford, but now it is cascading it widely, as it is functionally agnostic. The brief is that the more it was shared that Ford received more insights. She discusses how trust is a trend that can’t be overestimated. She reviews the personal note to the reader, and how disorientation, disparity, and inequities cannot be ignored anymore, that people want to explore them and look for solutions and how the world is committed to looking for solutions. Being thoughtful in how to engage young people to give them purpose, working in emerging markets, endeavoring to be sure Ford is meaning the same thing around the world, elevating to truly a global space. How the whole landscape of automotive industry is evolving, and Ford is playing a leadership role.
An activist awakening, mental and physical health, and the Ford Hub
Uncertainty and confusion globally, an activist awakening, discovering the degree of intolerance of opposing viewpoints, and the understanding of the impact of individual actions on change. When thinking about solutions, whether women can feel safe and have accessible options, a societal cultural shift, how mental well being goes along with physical health, creating a culture of curiosity that opens the door for innovation, the impact of sleep on health and weight loss, disconnecting from work in order to grow and explore, and mending the mind. Retail, and pop up retailers such as Story, offers evolution in use case and agile experiences. And the Ford Hub brand experience in the World Trade Center Oculus in New York City.
Managing data, autonomous vehicles, and the changing family
How the younger generation doesn’t care about giving personal information, and how brands can be distinguished by how they act as stewards of info. Autonomous driving features/autonomous vehicles, how we are already driving a semiautonomous vehicle, so the building blocks are already there. Bringing autonomous vehicles widely into reality will be partly dependent on legal, municipal, and other influencers, and how with this comes a greater level of responsibility for Ford. In 2021, when Ford brings its first autonomous vehicles to the streets, will they be ride hailing and package delivery vehicles? Ford is “all in” with major investment and commitment, and it is something definitely coming. What it looks like offers various possibilities, addressing concerns of jobs going away. In the past the biggest fear with automation was what we'd do with our leisure time, but that didn’t happen. A lot of data in the "singled out" section—a lot of data on what average family means, for first time in America’s history there are more single people than married. Yet people maintain that single people are treated differently, and the definition of the nuclear family has changed. What kind of vehicles does that now mean, understanding how shifts might change affects how and where production is determined.The future plays out in ways that are tough to imagine. The resilience of the human spirit, and awe inspiring, head scratching data.
Dec 19 2017
Rank #12: 236 – Joseph Segarra of Def Jam Recordings – Next Gen Brand Influence
Joseph Segarra, Lifestyle Marketing and Promotions at Def Jam Recordings, joins Pavan Bahl and guest hosts Josh Wexler (Co-Founder/CEO at RevCascade) and Bianca Caampued (Co-Founder/Creative Director at Small Girls PR) for MouthMedia Network live audience “Souler Salon” on location at Spring Place in New York. Presented by Souler, the ultimate influencer commerce platform where influencers share and sell the products they love directly to their followers. (Next Souler Salon event is June 26th, 2018, with guest Bobbi Brown.)
In this episode:
Wexler shares how Souler enables influencers to share and sell products they love from the brands they represent
Segarra discusses collaborations/partnerships at Def Jam, streaming and content, how collaboration is contingent on the right product, artist to artist collaborations, and effectively engaging smaller retail shops focused on B-to-C
Understanding influencer personality, and a personable approach at Small Girls
How brands are developing a new kind of relationship with consumers, and how Souler decided to give tools normally provided to brands to influencers, as a channel to get to consumers
Twitch as a platform can create moments between unlikely influencers, known mostly for gamers but have other channels
Why Spotify lists are everything in the music business for companies like Def Jam
The convergence of offline and online
The importance of experiences people want to share, such as a the Def Jam ice cream truck
Identifying what influence is now
Why social media platforms are still are highly relevant
Which matter more---content or numbers?
The effectiveness of “Stunts” for influencers
How it can take several years for emerging artists to get full status as influencer
Pieces of content: is there a formula for creating a “megapost”?
Analytics and customer profiling
Launching an influencer campaign and managing budget, especially when based on trade
Social consciousness, taking risk, cause-based marketing as a consideration
“Urban Gen-Z mentality”, the need to change the world, and how tools have been weaponized, and their potential to do good
Photo credits: Charles Beckwith
May 08 2018
Rank #13: Dorie Smith of Of Mercer - Selling a Work/Life Balance By Women, For Women
Designed for women, by women, Of Mercer is an apparel brand building a community of women professionals whose combined voice is a very effective ambassador in the entrepreneurial world. Aligning with successful executives, business leaders, influencers, and innovators, Of Mercer has taken an effective and bold approach to the growth of the brand. Co-founder Dorie Smith offer insights into the brand's retail strategy so far and looking forward, and an episode of "Retail Is Your Business".
Oct 22 2019
Rank #14: 230 – Sourcing Journal Summit – Data Analytics, Tech Innovations, and Sourcing
Carlos Moncayo - CEO, Inspector
Marleen Vogelaar - Founder/CEO, Ziel
Pano Anthos - Founder/Managing Director, XRC Labs
Jade Huang - CEO, StyleSage
Joel Hoff - Director of Consumer Insights, FullBeauty Brands
Peter Santora - Chief Commercial Officer, SoftWear Automation
About Sourcing Summit 2017: Pain Points + Pivots – October 17, 2017
It’s no longer news that sourcing is facing uncertain times or that retail is evolving faster than most companies can adapt. So now it’s time to talk about which points along the supply chain are causing the most pain and how to pivot and move forward.
Today’s consumers are all but easy to please, Amazon is testing drones that can deliver product in as little as 13 minutes and though most things trade have been verbally upended, nothing concrete has yet been settled or confirmed.
With all this considered, sourcing companies can’t afford to keep doing what they’ve always done.
The Sourcing Journal Summit is the most exclusive gathering of supply chain executives leading the sector’s latest initiatives. Top thought leaders will share key insights, talk about how they’re transitioning in this altered landscape and discuss the kinds of pivots and plans that will keep bankruptcy at bay—all through keynotes and interactive panel discussions designed to bring today’s sourcing issues to life.
More news and information at SourcingJournal.com
Apr 12 2018
Rank #15: Kristy Caylor of For Days – Zero-Waste, Closed-Loop Fashion
A lifetime membership to a better way of living. Sounds promising.
This is more than an idea. This is an innovative circular T-Shirt Company that could change the waste problem caused by fast fashion, and a new commerce model for things we use every day. Kristy Caylor, CEO of For Days, joins Nataliya Makulova on location at ReMode Conference in Los Angeles.
In this episode:
- A new model for commerce for things we use every day
- Avoiding cycle of purchase and pollute, purchase and pollute
- Wear, return, up-cycle
- Subscription model, not purchased, another type of consuming fashion, a sharing economy because sharing materials
- Eliminating closet clutter and clothing waste
- Doesn’t make anyone change consumption patterns, makes you feel great—same person as was but now helping reduce waste
- Having access to things that make you happy, optimistic and futuristic
- Empowering, closing the loop system
- Building a factory, scaling — working on—a smaller prototype in Los Angeles area
- Systems and processes and the value of Kristy’s engineering background
- Challenges of building new technology
- At the forefront of conversations and there is a shift in the industry
- And the need for a sense of connectivity
Apr 09 2019
Rank #16: 231 – Sarah Stewart of Outernets – Window to Data and Experiences in Retail
Sarah Stewart, former Sales Associate for Outernets (transforming windows into interactive digital displays), joins Pavan Bahl and Marc Raco on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is powered by Sennheiser.
In this episode:
Content that’s more meaningful, instead of static displays, which can interact with displays and get data to push it and optimize content later
Making displays interactive and fun, such as looking at a display and facial recognition allows objects put on one’s head or face
Passersby make gestures and the screen can move with them when walking by
Nano technology that is display agnostic, but uses window-applied film and a projector
Recording different metrics, but not recording anyone on video or film, engaging for just a second, then engagement and dwell time, and movement, divided by age and gender
Helping landlords monetize vacant properties
Connecting with ad agencies, an ad platform and brokering ads, throughout retail,
QR Codes to drive traffic and engagement, and are QR codes back?
Allowing consumers to buy straight from the window
Ads changing based on who it is reading, targeted ads
How the consumer can control what’s on screen and interact with it control the window display
Dealing with less obvious genders, why they won’t be offended.
With mobile integration, the phone is remote control with augmented reality
Apr 18 2018
Rank #17: Brian Fesen of Mack Weldon - Marketing Men's Basics
Underwear. Pretty much everybody wears it. It’s the basics. But for the underwear (and more) brand Mack Weldon, reinventing men's basics is keys. They believe in smart design, premium fabrics, and simple shopping. And it’s the building of community and loyalty strategies that make this brand a perfect fit for more and more men. Brian Fesen, Head of Marketing, joins Marc Raco and Rob Sanchez on location at Commerce Next in New York.
Oct 03 2019
Rank #18: 201 – Michael Reidbord of Fashion Tech Consortium – Advancing Innovation
Michael Reidbord, Founder of the Fashion Tech Consortium (a convergence of designers, brands & global retailers with emerging technologies — advanced materials, and modernized supply chains — creating an ecosystem of partnerships that will lead to the next Industrial Revolution) and a Professor at FIT (profile), joins Marc Raco, Pavan Bahl and Rob Sanchez. Powered by Sennheiser.
Upgrading the supply chain, reducing the sampling process, and globalism
Reidbord discusses his trade as a clothing manufacturer, and helping stimulate the process of bringing new innovation into the marketplace, starting from design to store floor, and offline. How supply chain hasn’t been upgraded in many years, new ways to warehouse and deliver product, and the enormous opportunity at hand and accelerating the supply chain. Bringing down sampling process time, 3D-body scanning, getting engineers and creative designers together early, and when the outcomes are impressive. On-demand, bringing jobs back to the US, the impact of globalism, when students should be learning skills, and skilled trade vs. university track. And the need to have global skills to compete.
Startups vs. legacy, combining efforts to solve problems, and ideas vs. teams
Why the genesis of the Fashion Tech Consortium, the experience Reidboard brings by being on his seventh startup, how startups are different than legacy companies and have challenges others don’t understand, engineers are not always best business people, giving support and help to create a platform for them. How technologies are often a baseline for other companies. Looking for really smart, really amazing startups, and being able to help them combine efforts to solve bigger problems. Startups that are getting it done because they are going for it, the importance of a good idea vs. a great team dynamic, and seeing ideas that can’t scale.
20 companies, a big network, and back pocket machines
The goal to have 20 companies/quarter, drilling down deep into them as finalists, and the value of pilots. Wanting larger corporations to look at the 20 companies and see the high value and opportunity. Dynamics of older vs. younger entrepreneurs. How the consortium has more than 2,000 companies in its portfolio as a network. Consumer experience in the mix, protecting personal data, standardized cultural curs, and consideration of outliers and nonstandard. Off the Grid Questions cover child labor, bowls of spices, back pocket machines for jeans for five simultaneous sewings, how Pittsburgh has changed, and sustainability.
Oct 10 2017
Rank #19: 211 – Sayam Kochar of Techpacker – Develop, Track, Communicate
Sayam Kochar, CMO and Co-Founder of Techpacker (a simple and fast tool for fashion designers to develop faster, track all styles, work together with factories and convert everything to a tech pack) joins Pavan Bahl, Rob Sanchez, and Marc Raco on location at Sourcing by Coterie. Powered by Sennheiser.
Serving a need, growing from an open system, and a “bible of design"
Kochar discusses Techpacker’s web platform tool to create quality tech packs and synchronize with lightweight PLM infrastructures to manage entire data for production line, development and team. How the team, including his brother, came from fashion backgrounds, and how nothing else was out there to serve the needs. How Techpacker can provide in more “lightway” manner those services in a seamless way, how it is easy to upgrade, boasting about 14,000 users who have tried system to date including the initial open system. Kochar describes the significant R & D since then, and efforts to make communication easier, how they figured out what was causing time delays in production and design cycles, how a tech pack is a bible of design, and a “card” is individual element of style, with each card able to have the entire communication.
Integration, transparency, and Due Dates
How Techpacker’s platform has room to plug in third party software and apps, with a mission to provide good a tech pack making tool. Product development is an ongoing cycle, the goal to integrate with other apps and connect with anything, integration of APIs into other platforms, and how Techpacker is looking to integrate with Shopify for an added level of transparency into supply chains. Integrating into process flow, how tech packs can be read by a manufacturer, and how the format must be factory approved. A new feature called Due Dates that alerts a team by both email and in the Techpacker system for due dates for certain components.
A shared library, schools and marketing, and Bollywood movies
How the factory is providing the data a designer would normally have to input manually, via cards and shared library, allowing you also to answer a question on what a factory is good at. How Techpacker is monetizing and is a SaaS model with three tiers, from creation to scaling up a business. Integrating schools into the process, with a focus on value content and sharing, and thinking about connected devices and circuitry in fabric as an opportunity. A round of personal questions cover maintaining communication while traveling and staying connected in a meaningful way, embracing local languages, and Bollywood movies.
Jan 02 2018
Rank #20: 238 – Michael Hard of Brickwork – Making Sure People Hear the Tree in the Forest
Michael Hard, Chief Revenue Officer for Brickwork, a leading SaaS platform that enables retailers and brands to drive qualified online traffic to unique in-store experiences via geo-location features, joins Rob Sanchez and Pavan Bahl on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is Powered by Sennheiser.
In this episode:
In retail, a majority of customers still in brick and mortar stores, but 80% of path to purchase starts online, mostly on mobile
Hard’s background, in software for a long time, worked with Microsoft for 17 years, ran digital advertising for the US, then started his own software companies
Brickwork is into even more interesting applications built on foundation of last time
Digital to store conversation for retail customers
Helping brands them to scale platform
The ability to create higher lifetime value of customer
Clients like Kate Spade, Bonobos, a lot of value booking one-to-one appointments to drive traffic for boutiques, or getting celebrity into store to drive traffic and excitement
Having rich experiences in stores, but if no one is aware of it why does it matter
Case study of Urban Outfitters working to make themselves a critical part of neighborhood, making each store unique to that neighborhood, exposing events to wider range of people, search optimized for local search
How Brickwork enables better workflows and more features such as appointment booking
Adding globalization that offers appropriate localization using regional conventions
Integrations tracks all stages on user side from what ecommerce marketer thinks of it, email and marketing
From back/store side, systems retail associates or administrators think about (POS, inventory, clienteling)
Level of lift to implement and manage is minimal due to design and support by Brickwork
A sweet spot is a global brand with a big footprint
Why Brickwork is focused specifically on retail
Is there friction from employees/partners wanting to be able to take client books with them when leaving stores
Hard’s takeaways from key cities, being from Arizona, small town guy in New York and finding your world there, and rowing for the USA Rowing Team
May 22 2018