Browsing Tag

fashion

Behind the Brand: Zellers

It’s one thing to “Like” a store on Facebook and follow them on Twitter.

It’s quite another to learn about how Zellers uses social media while in Liquidation mode.

Name: Jennifer Zedic

Position: Director of Marketing – In Store and Social Media

Employer: Zellers

Education: Fashion Marketing and Merchandising, Ryerson University

Favourite Zellers purchase: Pure by Alfred Sung knit scarf (I liked it so much I bought 5 different colours!)

Professional role model: Heather Reisman – Indigo: I love how she has taken the book store and made it a shopping experience and how she did not back away from technology when it threatens the business, but instead embraced it. She has built a strong and reliable brand and owns the market in Canada.

What makes Zellers a uniquely Canadian store?

History and memories only found in Canada make Zellers a uniquely Canadian store. The fans’ comments from our Facebook page talk about their experience with Zellers growing up in Canadian communities and how the great Canadians who work at those stores made a difference in a lot of their lives.

How has the marketing department’s role and responsibilities changed since learning that Zellers stores will close?

The marketing team is focused on continuing to build great flyer deals that our customers are expecting. We have pulled away from other forms of marketing, such as TV, radio and specialty print but maintained our flyer program and invested heavily in social media. For our Liquidation stores, we are using an extensive amount of ROP’s in local markets to highlight the weekly deals to the customer.

How does Zellers decide which social media channels are worth the investment?

Social media strategy for us is to provide information to the community on what they want to hear about as it relates to Zellers. We chose to invest in Facebook since it is the best way for us to communicate to our customer on a more personalized level and to the largest audience.

October 17, 2012 by Sarah Prince

Movie Review: Ruby Sparks

Created by the directors of Little Miss Sunshine (without the adorable Abigail Breslin), Ruby Sparks is about a gifted, yet struggling writer Calvin, whose therapist inspires him to meet the girl of his dreams. What’s peculiar is that Calvin (Paul Dano) meets her because he created Ruby’s character while trying to overcome writer’s block.

Anticipating a multidimensional story about Calvin writing a book within the movie, I figured my Community t-shirt, promoting the most self-referential TV show I could think of, would be highly appropriate attire for the screening. Incidentally, a middle-aged man stopped me during the Free People opening event to ask about the characters arranged in Warhol-inspired fashion. I identified Troy and Abed, and then went to the Varsity.

Without giving too much away, it’s notable that Calvin writes Ruby a Post-it note in a far more charming manner than when Berger leaves one for Carrie in Sex And The City. That’s when I fell in love with Ruby Sparks.

After wondering if the film’s major conflict would arise when Calvin’s handy typewriter eventually broke, I was proven wrong with a wonderful ending reminiscent of (500) Days of Summer, complete with an upgraded tool to write his next works.

Lastly, the minimalist design in Calvin’s home could easily be recreated for the stage, but does Apple sponsor theatre productions too? If you’ve seen Ruby Sparks and want it to become a book and/or play, please discuss in the comments!

August 3, 2012 by Sarah Prince

Behind the Brand: Sears

It’s one thing to “Like” a retailer on Facebook and follow them on Twitter.

It’s quite another to learn about who promotes which clothes belong in your closet.

Name: Robin Vengroff

Position: Styling Sample Coordinator

Employer: Sears

Education: Fashion Communications, Ryerson University

Favourite blogs: Worn Fashion Journal, The Man Repeller, Jak and Jil, Garance Dore, Style Rookie, ModCloth, Refinery29

Favourite mobile app: The Collection – New York Times Fashion

Style icon: Iris Apfel, Jackie O, and my Grandmother

Professional role model: Grace Coddington (Creative Director of Vogue), Alexa White (of W) and ModCloth.com founder Susan Gregg Koger

In 140 characters or less, why can we be optimistic about the future of Sears?

Sears is focusing on gaining back the trust of its customers. It’s a matter of getting back to basics, and putting value and quality first.

What do you enjoy about working for a retailer, rather than a fashion designer or magazine?

Working for a retailer was a big to do on my fashion professional checklist for a number of reasons. I think that the experience I have had in working from both other perspectives was not really fully developed until coming into this environment. Seeing how initiatives get put into place in this kind of world is so different. I like this environment because it pertains to the realistic expectations of shoppers. Fashion magazines are about taking clothes and making them into a story to portray a theme for the season. And working for a boutique fashion designer was geared towards pleasing a very particular kind of customer and style. In this world of mass retail we also develop and market brands and a story or theme for the season, but the customer base is so much larger that I felt that it was extremely important to me in my career to understand that relationship as well.

Sears in particular was enticing for me to work for because it presented a lot of opportunity for growth within company. As a company Sears is very nurturing of its own talent – there are programs in place like the Future Leaders Program for Buyers that trains and develops the skills of employees.

July 27, 2012 by Sarah Prince

Women Who Should Be Famous

Songstress-turned-humanitarian Mandy Moore’s entrance onstage at The Carlu on Tuesday night was a walk to remember. Dressed as conservatively as her character Jamie Sullivan, Mandy was an excellent host for Dove’s first ever live-streamed event.

Dove could’ve easily called for a dress code of “girls in white dresses with blue satin sashes” because the featured guests donned Dove’s colour scheme, and anyone in a LBD stood out. Complete with hors d’oeuvres, photo walls and mocktinis, Dove and its agency partners hosted a classy event for a good cause.

I’ve supported Dove’s self-esteem project for many years. In fact, I got into an argument with a professor last semester after she screened the Evolution and Fotoshop videos, mainly because Ben Barry’s speeches about how the concept came to life turned me into a brand advocate. That class helped me identify a conflict between my MIT and Women’s Studies programs: in media classes, Dove’s campaign has been discussed (and praised) ad nauseum, whereas in the Women’s Studies culture jamming class, discussing the benefits of the campaign from a business perspective was not a priority whatsoever.

Speaking of school, the honoured women reflected on their high school years and shared what young girls can do to achieve their goals. Spoken word artist Toni Blackman made a great comparison between internal and external confidence. She was a homecoming queen who climbed the social ladder, yet lacked self esteem inside, despite what her prom photos imply. Her recommendation is to “write out a plan and put that plan to action with determination and absolute focus.” Likewise, Fahima Osman admitted to being a nerd growing up who decorated her bedroom with A+’s to remind her of what she needed to do for medical school entry. Fahima is now a general surgeon and Canada’s first Canadian-trained Somali physician at that.

Inspired by the statistic that second to Mom, 32% of Canadian girls cite celebrities as their top role models, Dove felt compelled to recognize admirable women working outside of Hollywood. During the presentation, scientist Arlene Blum modestly shared tales of climbing the world’s tallest mountains and David Suzuki’s daughter Severn described how she scrambled to prepare notes last minute for a speech to UN officials when she was merely 12 years old.

After Mandy Moore formally introduced the four women, Sharon MacLeod, vice-president of marketing, Dove Canada, led a Q&A session. Preteens barely old enough to have Facebook accounts quickly formed a line and articulately posed questions. Thankfully the girls never said the word “like,” and that confidence will definitely help them stand out as eloquent public speakers someday. What would truly be incredible is if the 4 featured role models spoke at upcoming Canadian graduation ceremonies.

Within just a few months, I shook Nicholas Sparks’ hand and sat a few rows away from Mandy Moore. When’s Shane West coming to Toronto? He’s cute…