📰 PRASÓWKA #26

Cześć!

W dzisiejszej prasówce czekają na Ciebie następujące treści:

📚️ Raport z tredami Fashion, który odzwierciedla postawy konsumenckie np. wzrost zainteresowania sportami outdoorowymi.

💡 Tipy jak zaangażować nowego klienta poprzez komunikację CRM.

🧠 Omówienie UX Netflixa.

🎧️ Do posłuchania odcinek o nieopłacalnych projektach.

Szczegóły poniżej 👇️ 

📚️ Raport z trendami Fashion - McKinsey wydał The State of Fashion 2024: Finding pockets of growth as uncertainty reigns, w którym wskazano 10 trendów → wybrałam dla Ciebie najbardziej interesujące pod kątem zachowań zakupowych.

1️⃣ Vacation Mode - Consumers are gearing up for the biggest year of travel since before the pandemic. But a shift in values means travellers have a different set of expectations, even as shopping remains high on the agenda. Brands and retailers should consider refreshing distribution and category strategies to meet travellers wherever they are.

Dodam, że przykładowo na koniec 2023 Itaka wskazała “To był najlepszy rok w historii biur podróży, ale liczymy na jeszcze lepszy” - w 2023 odnotowali ponad 30% wzrost.

For many consumers, travelling and shopping go hand in hand. Leading players like LVMH and Kering have cited tourists, specifically Americans in Europe, as a key driver of increased sales in the first half of 2023, which grew 47 percent and 53 percent respectively. Moreover, the BoF-McKinsey State of Fashion 2024 Consumer Survey found that 80 percent of global respondents expect to shop for clothes, footwear and accessories while travelling in the year ahead, with 28 percent expecting to spend more than the previous year while travelling.112 For brands and retailers, these travelling consumers will provide new growth opportunities.

2️⃣ The New Face of influence - It’s time for brand marketers to update their influencer playbooks. A new guard of creative personalities is gaining brands’ attention, winning trust and fandom among key audiences. Working with these personalities in 2024 will require a different type of partnership, an emphasis on video and a willingness to relinquish a degree of creative control.

While traditional influencers who convey an aspirational lifestyle and command large audiences are likely to remain important for fashion marketing, other influencers who come across as less scripted or polished are already gaining audiences. Quirkiness, humour and vulnerability are helping this cohort stand out. A case in point is Alix Earle, who has built a following of nearly 6 million on TikTok, not with any sort of viral hit but rather with her apparent relatability and willingness to be herself. Madeline Argy’s TikTok confessionals, which take the form of funny, rapid-fire videos such as a tearful questioning of what DJs actually do, have earned her roughly 5 million followers. And Sabrina Bahsoon, who goes by Tube Girl, shot to fame posting TikTok videos showing her dancing in the London Underground, an act that’s been called “unapologetic self-expression.

3️⃣ Outdoors Reinvented - Technical outdoor wear has been propelled by consumers’ post-pandemic embrace of healthier lifestyles as well as “gorpcore,” and is likely to accelerate even further in 2024. More outdoor brands will likely launch lifestyle collections while lifestyle brands embed technical elements into collections, further blurring the lines between functionality and style.

One lasting impact of the Covid-19 pandemic has been soaring consumer interest in healthier lifestyles and nature-focused activities, like camping, hiking and boating. In the US, 82 percent of people said they had participated in such outdoor activities, compared to 60 percent in 2020, while nearly half of survey respondents in the UK report spending more time outdoors than prior to the pandemic. China, by the end of 2021, more than 400 million people were taking part in outdoor sports,190 and between 2021 and 2023, the search volume in for “outdoor” on Chinese marketplace Tmall surged more than 600 percent.

In the year ahead, brands are expected to forge ever-closer ties between style and utility as lifestyle brands deepen investment in the outdoors, and outdoor brands increasingly court fashion-focused customers. As such, outdoor specialists are likely to more closely align their products to everyday lifestyles. Merrell, which started as a purveyor of highperformance hiking boots, is among the brands to have developed lifestyle footwear, while Icelandic outerwear brand 66°North named Kei Toyoshima, a menswear design consultant at Louis Vuitton, as creative director in 2022 to enhance its appeal with broader audiences. Meanwhile, luxury players from Dior to Burberry are moving from one-off outdoor capsules to permanent collections. Prada’s Linea Rossa technical line has recently been sported by style makers such as A$AP Rocky. In turn, outdoor labels have started to borrow from the luxury playbook by, for example, opening high-profile flagships and pop-up experiences that elevate their brands.

Generative AI can add value across the fashion value chain - poniżej zawarto świetne przykłady wykorzystania AI 👇️ 

4️⃣ Fast Fashion’s Power Plays - Fast-fashion competition will likely become even fiercer in the year ahead. Challengers, led by Shein and Temu, are changing tactics around price, customer experience and speed. Success for disruptors and incumbents will likely hinge on their ability to adapt to evolving consumer preferences, while navigating regulations that may impact the industry. 40% of US consumers have shopped at Shein or Temu in the last 12 months.

💥 Data-driven product design and testing: At Shein, products are designed or selected using demand-driven trend modelling, which includes a range of data inputs from current trends to viral products to consumer perception. Shein adds between 2,000 and 10,000 items to its app every day and produces in small batches; to maintain a tight grip on inventories, hit rates comparing product page visits to sales are evaluated in real time. Temu’s approach also evaluates hit rates to feed back information to sellers on trends and demand levels Customer loyalty is built on more than solely price or speed — the third generation of players is transforming the customer experience through gamification, micro-incentives and social media communities.

Pobieram raport »

💡 Warto znać tipy jak zaangażować nowego klienta poprzez komunikację CRM. Po welcome mailu warto dodać Personal introduction:

• In the 24-48 hours after signup, I recommend sending a personal introduction “from” a founder.

• This should tell the story of the brand and the mission, and should create a connection to the people behind the product.

• Keep these short, to the point, unformatted (they shouldn't look like a "marketing" email) and have an easy ask — so you can see if these trigger the response you're looking for.

• Make sure a user can reply to these emails and reach a human!

Jako przykład dodaję fragment wiadomości od YourKAYA 😍 

I jeszcze dwie interesujące rzeczy dot. flow komunikacyjnego:

Product adoption emails

• These should be sent on an ongoing basis during the first couple of weeks post-signup.

• The goal is to reinforce both WHAT a user should do next and WHY they should do it — in the context of where that user is in their adoption journey.

• Focus on one action or step at a time and be opinionated about it.

Upgrade email

• Once users have started to see value, don't forget about the conversion (upgrade now) email.

• These are a good way to reinforce the value of premium features (which your average free user probably doesn’t understand) and to create loss aversion.

• Ideally, these emails link directly to the checkout screen and highlight one specific plan that you recommend.

Więcej o Your guide to better email »

🧠 Warto wiedzieć jak wygląda UX Netflixa - bardzo zachęcam do przejrzenia całego materiału, który jest podzielony na trzy części: landing page, account set up, onboarding i engagement 😀To, co mi się na pewno podoba to wskazanie pros and cons do zastosowanych rozwiązań. Wybrany fragment poniżej:

Statements “Watch anywhere” and “cancel anytime” increase the chance that the user will convert.

At the end of the page, you will find frequently asked questions and answers about Netflix.

Once you reach the end of the page, you will see a Get Started button, which is great because, at this point, you have more information to make an informed decision.

Pros and cons of Netflix landing page

Pros:

• It has a clear value proposition. You understand what this service is all about and what benefits you will get from it.

• FAQ section answers popular questions, so you don’t need to search for the answers anywhere on the web.

Cons:

• There is no way to explore the collection of TV shows and movies. This can be a problem because you don’t know whether the show you want to watch is streaming on Netflix or not.

• Lack of information about the pricing at this point. Although you can check the FAQ on this page to learn about the pricing, Netflix doesn’t show the price prominently at the beginning. Since Netflix is a paid service, it’s essential to be transparent about pricing.

Więcej »

🎧️ Warto przesłuchać odcinek “Nieopłacalny projekt zbuduje Ci życie”, w którym Krzysztof Czeczot i Kamil Kozieł rozmawiają m.in. o poziomach szczęścia, “rzeczach do portfolio”, czy nieopłacalnych projektach. Znajdziesz perspektywę krótko i długoterminową, a także inne wymiary nieopłacalnych projektów. Bardzo polecam i jednocześnie uprzedzam, że ten odcinek może zmienić Twoje myślenie 😉 

Chcę posłuchać tego odcinka »