Rule #1 is that when marketing, you have to appeal to other people, people who are not you. Marketing requires understanding what other people desire, what they fear, what keeps them busy and what makes them happy.
To illustrate how to think about other people, see Remarkable Communications‘ blog post about 50 Things Your Customers Wish You [...]
Today, the Sartorialist demonstrates the maxim that you need to know the rules before you break them with a blog post about an astounding makeover. The article includes this “after” image:
This guy has broken several rules of men’s permanent style, with the shoes, the rolled up sleeves, the formal dress shirt and cargo pants. The [...]
Giannina Silverman, A Seattle based branding consultant, has (well, had) a blog about branding, Attitude is Everything. Although ( as of May 2008 ) the site has not been updated in a year, the site has some good articles, like the frequently ignored advice not to try to be everything to everyone.
The “Where Are Your Visitors” series examines common problems with apparel websites that limit their traffic.
A fundamental part of Clarinova is market research, so I’ve seen hundreds of website for apparel vendors. Almost universally, they are beautiful, such as the site ( to pick one at random ) for Claire Pettibone:
The site’s splash page has [...]
Considering the many mental differences between men and women and the resulting differences in how they shop it is surprising that online marketing and e-commerce sites that are aimed at men aren’t strongly differentiated from those aimed at women. There is certainly some tailoring going on, but neither the online marketers nor the e-commerce [...]
According to recent eCommerce research from Marketing Sherpa, online consumers prefer shopping on the web to shopping in stores. When online Americans were asked where they would prefer to shop if they had only one choice, 55% chose “online” over “separate stores” ( 17% ) or “the mall” (13%).
Furthermore, when asked how they find new [...]