October is the New December.....Happy Holidays!

My sister calls me yesterday. "What day are you coming home for Christmas?" I grab my calendar..."I'm sorry I thought it was October..I hadn't really thought about it yet."

Although premature to me, her question reminded me how soon people begin buzzing around getting prepared for the holidays...including holiday shopping, the single biggest sales opportunity of the year.

While I haven't even put my Halloween pumpkin out, according to advertising.com this year most people will begin shopping for the holidays in 2007 earlier than they did in 2006. Over 50% of shoppers have already begun their holiday shopping within the month of October.

Keep in mind we're talking about when people BEGIN shopping and evaluating, the data suggests the majority of these people still wait until November and December to actually complete their purchases. So as an online contemporary retailer there is still a pinch of time to prepare if you haven't already.

Here are a few ways to capitalize on the early bird phenomenon.....

--Make sure your website has a "drop ship," function. This is the ability for one person to buy and send to another....possibly multiple others.

--Have attractive gift packaging and show it. When sending gifts most people are understandably concerned about presentation. Make sure you take a picture of your gift wrapping options and post it on your website.

--Begin pushing giftable product. Although people still shop for themselves during the holidays...a good majority of people will also be on the lookout for gifts. Therefore you may want to highlight easy pickings like accessories, men's product (if you are mainly a women's retailer), one size items and hard goods.

--Start programing your site for holiday promotions. Some of the most successful promos include free shipping, free returns and free gift wrapping.

The key is really to plan ahead and keep your marketing momentum up throughout the season.

Because even though, Christmas comes on the same date every year...some people still prefer to procrastinate. So you may want to implement some last minute holiday promo surprises for people like me...people like that I mean;)

Be sure to check the survey out for yourself at http://www.advertising.com/data/research/62/2007_holiday_survey.pdf.

Happy Holidays!

No Spanx....No Thanks

I was traveling to Paris last week with a very good and very very curvaceous friend of mine who'd left something very very crucial at home.

I left my "Spanxs!" she frantically exclaimed. Huh? Well of course I'd heard of them they're the footless pantyhose that have been so impeccably branded and promoted they're in a league of their own. Certainly my dear friend had enough sense to realize they are just pantyhose...they could easily be replaced.

Well unfortunately the long flight may have shaken some of her marbles a loose. My friend explained she wears Spanx every single day and they were the only things that put her hips "under control." She wouldn't think of spending her European vacation without them. Knowing the power of branding the way I do...my reaction "You couldn't be serious?" but at the same time "You probably are."

So we hit the road...not to see the Eifle Tower, The Louvre or to stroll the Champs Elysees.... we were on a hunt for Spanx. Many stores.... confused salespeople and evil looks from me later she reluctantly purchased a "tummy control," girdle...the kind that have been around forever. As far as I could see they controlled her hips more than enough.

Spanxs essentially created a category of one. They transcend control top footless pantyhose into the only "real Spanks," you could buy. Was it the fun name...the cute packaging....or the clever tagline of "power panties." Probably an insidious combination of all three...... plus a few other components of the word of mouth phenomenon they created that add up to this powerful expression of customer loyalty. (sidenote...The Tipping Point by Malcolm Gladwell...is one of my favorite books about w-o-m marketing).

Upon returning to LA from 7 days of an"I'm on vacation," diet of margarita pizza, buttery croissants and chocolate moose my tummy started to feel slightly out of control. My strategy.....hit the gym and whole foods market but to go out this Saturday night....maybe I'll try Spanx? I'll admit some way or another they've piqued my interest....

Hope...in a Jar

Forget about Oprah's latest "Eat..Pray...Love," phenomenon book...this week I am personally enjoying "Advanced Brand Management,"by Paul Temporal...and I have to say it is quite wonderful;) Even more wonderful if you're really trying to define your brand. One of the most crucial decisions a company can make.

Author Temporal urges companies to analyze what business they are really in....for example a brand like Volvo is not selling cars they are selling "Safety" and a brand like Donald Trump is not selling books, suits or even real estate he is selling "Success."

To translate this concept into the style industry we sometimes drift a little bit more towards the superficial.... Although the same principle applies.

A lot of jean companies want to sell a "great butt." A luxury handbag company may sell "status"... while a shoe company sells... "long legs." Each of them with an undertone of confidence. Perfumers are also famous for using images and scent to sell sex.... glamour... and passion.

To be fair an organic tee shirt company may sell a "clean environment,"...and a product in the"Philosophy," beauty line... literally sells "Hope in a Jar." (now that sounds good)

The great thing about branding is that when you can take what you're selling...combine it with what you're REALLY selling and then sell it for all that it's worth!

Fashion Week is Coming To Town!

Fashion week is coming to LA!

I know there are mixed emotions about LA Fashion Week. But now that we've all come to the realization that for better or for worse LA doesn't hold a candle to the excitement of New York's Bryant Park lets still try to find something to smile about.

The energy at any good fashion show is tremendous. As we all walk through the industrial streets and back alleys of downtown LA, Vernon and Commerce visiting contractors, working to get product produced its time for a bit of glamour. Catwalks-- Models-- Celebrities the things that we thought the fashion industry was all about. That's before we knew better at least.

Trust me if you can...head to Smashbox next week. LA is the entertainment capital of the world. You mean to tell me its impossible for us to have a blockbuster show? We do it everyday.... So get out of downtown.... grab your heels or your ascot, your bff and your logo gucci bag and support our local industry!