Blogging 101

Blog...B-L-O-G; this four letter word can instill so much dread in business owners navigating the ever-changing interactive world. But a blog need not be intimidating. So, inspired by several small luxury firms who recently told us they still don’t quite understand… here’s our back-to-basics how-to for those still wary of blogging.

First, decide how to host the blog. Using a web-based tool like Blogger or Wordpress is free and simple (and will at least get you started), while hosting the blog on your own website has significant Search Engine Optimization benefits (There’s a joke in the digital world that BLOG stands for... Better Listing On Google). Simple explanation: because you regularly update a blog, and since new content registers with search engines, a regularly hosted blog on your site will help with your SEO.

Second, choose your blogging platform. Wordpress is the darling for its flexibility (best to use if you’re hosting the blog on your site). But there are Blogger, Live Journal, Type Pad and a host of others. This part is really a matter of trying each and seeing which platform you prefer. We personally love using Blogger. While we’re losing out on the SEO benefits, it is very convenient for Miamore Communications because, first: Blogger is Google’s blogging platform and we utilize Google quite a bit. Also, posting is a breeze. After you select a blogging template and personalize it, it is very intuitive, with easy-to-find iconsicons, which allow you to enter links, videos, and pictures.

Third, understand why you are blogging and how a business can best utilize a blog. A perfect illustration: Luxury super store Neiman Marcus recently created its NMDaily Blog, which serves as an informational source to its dedicated customers. With interviews from top designers, pictures from various fashion events, make-up tutorials and Q&As, NMDaily creates a sense of community for Neiman's shoppers. Another benefit to this blog is that it grows the Neiman Marcus brand in the interactive community--readers of the site can "like," "tweet," email and share posts with their friends and family... making them not just shoppers, but individual brand ambassadors. You couldn't pay for this type of advertising! How does a smaller firm similarly utilize blogging? By simply putting an idea out on your blog, or maybe an image with a short and concise caption, you are inviting your consumers into the world of your brand, a world they can identify and feel at "home" with… one to which they develop loyalty. A blog allows not only great exposure for a brand; it also allows you immediate feedback.

Sound great? It is. But, the top thing to consider when starting a blog is the commitment it requires. Blogs are about writing—in order to be effective; research, editing, and writing must go in to each post to make it a quality read. With that said, it's difficult for many businesses to maintain regular postings. Keeping up an actual blog is a serious commitment: either the dedicated time from you or an employee, or financial resources to outsource the work.

If you are still a little uncertain, our best suggestion is to register on Blogger and/or Wordpress, set up a free account and poke around. Also, check out other successful blogs in your business category. Meanwhile, feel free to ask us any questions. We are here to help!

Blogger and Tumblr and Pinterest, OH MY!

Lions, and tigers and bears, oh my! In more recent and tech-savvy times, the fashion- and style-minded should really say, Blogger and Tumblr and Pinterest, oh my! All these blogging platforms are entering our lives at a staggering rate. From the pink-walled bedroom of a 12-year old budding fashionista to the busy showroom of a prominent design house, blogging has changed how we view, communicate and express our ideas.

So what to choose...Should we enter long and thoughtful posts on Blogger? Maybe start tumbling photos and quotes on Tumblr? How about pin things to a virtual pin board on Pinterest? There are so many options; it's hard not to get lost in the dynamic and altering digital world. Is it just me, or does it feel as if things change on a daily basis? There is always a new version of iTunes to download, a Blackberry software update to complete, or a new Macbook to buy... So, how do we figure out the best tools to help market our business?

At Miamore, we're constantly researching in order to communicate to our clients which new (or old) social media strategy to implement. Maybe that means tumbling once a day, posting a diary entry, or pinningsomething to our virtual inspiration board. Or maybe we should stay focused on only one platform and master its ins and outs. Each company has different needs, but not participating is not an option. The upside for luxury, fashion and design firms: freedom of expression and the promotion of creative ideas are at the forefront of the digital movement. We LOVE it!

So for the sake of avoiding technology overload, let's first discuss Tumblr. What is it? Well, technically, it is platform for micro-blogging, a.k.a sharing post text, photos, quotes, links, music, videos. The New York Times has stated that Tumblr makes, "blogging blissfully easy" and Fast Company feels that, "it's blogging, the way blogging was meant to be." So what does this mean for you and your business? Well it can mean a few things...maybe it can be a way for you to connect with your clients--updating them on trends in your given industry, providing information about changes in your company, introducing new projects and collaborations, displaying new projects--the options are endless.

“A picture says a thousand words.” It’s a saying that we have heard all our lives, right? So why not apply this to your business? Our culture is so face-paced and glancing at a picture or a short quote is a lot easier than reading long, detailed posts…thus Tumblr’s visual appeal for businesses based in fashion and design. It allows you to illustrate your ideas, your lifestyles, your products and, most importantly, your brand, through a simple image. Jump on board because this is a movement… Not only do high-profile brands like Kate Spade and Oscar de la Renta have Tumblr sites, but their Twitter and Tumblr sites work simultaneously by continually updating each other. Yes, aother benefit of Tumblr is its ease of connecting with other social media tools like Facebook and Twitter.

An easy illustration of Tumblr’s appeal: Have you ever traveled on a business trip and saw something inspirational that you WISH you could instantly share with your customers? Maybe it's a pattern for a new dress you are inspired to create; maybe it is a city skyline reminding you of NY Fashion Week; or maybe it is just a pretty little doo-dah image that reminds you of (and leads you to thank) your clients. Despite what you post, when you post it or why you do post, all posts will be shared with the entire Tumbling network and the interactive community--that's a lot of eyes on you. There are over 14,891,884 Tumblr accounts! (If you can’t tell, we’re big fans. Personally, the Miamore Communications Tumblr is my new obsession!)

So let's continue to navigate through this little (okay, it's pretty big, but not necessarily intimidating) social media/BLOG movement together... Stay tuned. Our next stop: Blogger. Until then, please feel free to comment and ask questions about Tumblr (or any other blogging tools)… we’d love to help!

The ongoing quest to define "Green" in the fashion world

Everyone from luxury firms to discount stores to auto manufacturers are “Going Green”. While the true Green movement has long advocated incorporating sustainable practices in order to lessen our environmental impact, the buzz around eco-conscious businesses (and lifestyles) has created an enormous gray area. Sure it’s great to hear promises of a brighter, more eco-conscious tomorrow but are these companies actually following through on their word? To answer this question we would have to define what it actually means to be Green. In the automobile industry it comes in the form of alternative fuel sources and hybrid cars. In the culinary world, Green means buying local and using organic ingredients. In real estate, Green comes in the form of solar panels and draft proof windows. While Green standards are being put in place in various industries, we eco-friendly fashionistas are curious as to what qualifies fashion as “Green”.

Since Miamore Communications represents Avni, a rising star among eco-friendly fashion designers, we were especially aware during this season’s fashion and market weeks of how many designers and manufacturers were suddenly touting their Green practices. Some were legitimately eco-friendly, some were questionable, and some were just painfully misleading. We had several conversations with industry insiders this past month debating: ‘How many precautions are enough to be considered Green?’ and ‘Do some of these Green practices outweigh other practices?’ Sure a designer could make their entire line out of organic cotton but what if that cotton is dyed with toxic chemicals? A designer could buy locally and support their local economy but then package their clothing in wasteful materials and physically damage that very community they supported economically. Our conclusion: with all this “Green” confusion, consumers and buyers the fashion world need a standard. So, we were thrilled this week to read in the New York Times, WWD and other media that the fashion industry is taking a step toward such a standard… or at the very least, adding some transparency and clarity about “Green” claims… with the formation of the Sustainable Apparel Coalition.

The Sustainable Apparel Coalition was started by eco-conscious leaders from global apparel and footwear companies, along with environmental and social organizations. The long list of impressive founding members includes a range of companies and organizations, from Gap and Nordstrom and Duke University to H&M and Walmart. The coalition was founded on the belief that sustainable, eco-friendly apparel has a positive impact on people and communities. But it is faced with quite a large task in developing a way to measure and evaluate the sustainability of apparel. The Sustainable Apparel Coalition’s desired outcome of putting into place a standard sustainable apparel index requires measuring improvements in water use and quality, energy and Greenhouse gas emission, minimizing waste, chemicals and toxicity and creating positive labor environments and social effects.

Although the organization has been operating for less than a year, there is already great buzz in the apparel industry on how they will transform the “Green” fashion world. The index will give designers the knowledge and tools that they need to create Green products (and buyers the understanding of just how “Green” a design firm truly is). With this focus on what needs to be done for a designer to be considered sustainable, we hope that more time can also be spent on developing technology and research that can contribute to the “Green” apparel movement.

Going “Green” may be trendy at the moment but, in reality, it is a necessity and is becoming a way of life. We look forward to what organizations like the Sustainable Apparel Coalition have in store for not only the environment but for the future of the fashion.

Jewerly Spakles this Holiday Season

The economic recession devastated the American luxury market, that’s no surprise. What is a surprise is the increased demand this season for perhaps the most quintessential luxury item: jewelry.

Some encouraging stats:

-The percentage of people who bought jewelry during “Black Friday Weekend”, Nov. 26-28, increased from 11.7 percent to 14.3 percent. That is close to a three percent increase.

-In a recent study from the National Retail Federation, the percentage of people saying they will be giving jewelry as gifts has increased from 18.4 percent to 20.3 percent.

-According to “Cotton Lifestyle Monitor” jewelry is ranked at number five as planned holiday gifts in 2010. Jewelry didn’t rank at all in 2009.

The jewelry industry may not draw out the 2 a.m. crowd on Black Friday, but the increase in jewelry sales this past weekend was felt immediately by both retailers and designers. It also helped spark optimism for the economy and retail sales in general.

“While Black Friday weekend is not always an indicator of holiday season performance, retailers should be encouraged that a focus on value and discretionary gifts has shoppers in the spirit to spend,” said Matthew Shay, National Retail Federation, president and CEO.

Looking at the bigger picture, the fact that people are looking at jewelry a lot more this holiday season could mean that American’s are ready to start spending on luxury items in general again. It might be possible that this is the first sign of the recession being a part of the past.

Stich up the wounds left by surgical shoppers

It’s no surprise that the economy has changed how people spend their money. Everyone has been pinching pennies and in turn became smarter shoppers. People have been working overtime and getting second jobs. Who has time to browse shops? Who is going to fall for the impulse buy when money was strategically placed elsewhere? The Great Recession may officially be over, but the changes that people made to their spending habits may in fact be here to stay.

The new type of shopping is referred to as “surgical shopping” because the time spent shopping in stores and online has dropped drastically. No one is taking the time to wander stores and browse through websites to stockpile on clothing, necessities, etc. Instead, people know what they want and aren’t sticking around after buying it. Shoppers today visit an average of three stores during a trip to the mall, according to ShopperTrak, a Chicago research firm that tracks sales and customer counts at more than 70,000 stores. That compares with an average of five stores in 2006. There is even evidence accounting for stores being messier due to people dumping most items right before the check out.

How are companies and brands adjusting to surgical shopping? Often, through the strategic use of social sites like Groupon.com. The site has attracted more than 25 million subscribers to “group” together to get the lowest price on an item. Subscribers are pitched local discount offers on restaurants, retailers, etc and if enough people take advantage of it, it takes effect. The Gap's recent Groupon offer of $25 off a $50 purchase was a blockbuster Gap’ sold 441,000 offers as part of a one-day only promotion in August, for a total of $11 million.

With this new type of shopper mentality, what’s the best way to get them in AND to leave with your product? To help capture their attention, this might be the time to step up your “social media” strategy beyond the typical Facebook and Twitter. Along with Groupon, foursquare is another great tool to utilize. Promotions through foursquare are coming up everywhere (more on foursquare). I myself came across a promotion while shopping in NYC. Walking into an H&M, there was sign on the door that said “Check-In here and receive a special discount!” With incentives like that, who wouldn’t check in? Companies like Wholefoods, Saks 5th Avenue and Starbucks have all partnered with foursquare as well.

The continued practice of surgical shopping is creating a new reality for brands. And websites like Groupon.com and foursquare are helping them embrace consumers’ new way of shopping.

You are only as strong as your weakest tweet

Tweet, Re-Tweet. Are we friends on Facebook? These are terms that have become a part of our everyday life. With all the social media websites available now, which one works best for you personally? Or for your business? Truth be told, Facebook, Twitter and LinkedIn can all be beneficial…if you understand how to use them correctly.

Recently, an editor at a B2B magazine wrote: “We still think Twitter is the dumbest thing ever.” Previous to this statement, Facebook and LinkedIn were praised for how successful they are as social media outlets. We were concerned to read such an unfortunate and misleading criticism of a tool that generates millions of dollars for companies who understand how to use it to its full potential. For businesses, Twitter can lead a new found success. Those 140-character statements can make a world of difference.

Here are just two success stories from using Twitter:

• Computer-maker Dell, an early Twitter adopter, offers its “followers” easily tracked Twitter-only discounts. These have generated US$3 million in sales, $1 million in the past six months.

• Blair Hirtle, sales coordinator for Fairmont Hotels, noted that the Fairmont Empress offered a special discounted room rate on Twitter. The result was “increased occupancy. Much more successful than any traditional ad buy and it cost minimal time and labor.” Now seven Fairmont hotels have Twitter accounts.

The secret to their successes? Using Twitter efficiently. Here are some tips to get yourself started in the right direction.

• Twitter gives companies the opportunity to personalize themselves with society. Consumers today tend to connect with people rather than organizations. Putting a face on a company can make it more real and personable. On Facebook, company profiles are made and then spread by “liking” the page. This doesn’t give quite the same personal touch and interaction that tweeting can.
• Listen. Twitter is not just about posting Tweets and walking away. What are people discussing? Who is mentioning your brand or category? Understand the conversation and participate in it.

• Follow people! The more people follow you, the more they know what you’re about. This works on the basic product selling and marketing point. Twitter has turned into a place where companies research about potential employees and consumers research about potential purchases. So, your tweets are giving the world an opportunity to learn more about you, your products, your knowledge and your specialty.
• As I mentioned before, sell your product, but your expertise. It is probably the most basic concept of the social media websites. Give useful information about what you do, your business specialty, and what you’re selling for all your followers to see.

As the most misunderstood of the social networking tools, Twitter is often the most criticized and ridiculed. But it is, conversely, also one of the most effective. The popularity of using Twitter correctly has spun off another website, twittergrader.com. Anyone with a Twitter account can check the grade of their account, be it 0-100. If your grade isn’t as high as you thought it would be, the site gives you tips on the bottom of the page on how to improve your Twitter grade. With the introduction of twittergrader.com it is even easier to turn your Twitter account into one of the “Twitter Elite” joining the ranks of The New York Times, Fox News and BBC World. Like they say, you are only as strong as your weakest tweet.

A Look at How Social Media Reinvented NY Fashion Week

New York fashion week not only rallied fashion lovers to New York for a worthwhile showcase of some of the best collections by well-known designers, but Fashion Week left a footprint in the digital age: using social media to help promote and expose the week-long events and happenings.

It seemed that no stone was left unturned on the path of social media to New York. Even if you could not make it to the tents in Bryant Park, just about anyone with an internet connection could make it to the tents virtually, thanks to, either Twitter, Facebook, Foursquare, Tumblr, YouTube and individual designer’s websites.

Between Thursday, September 9^th and Thursday, the 16^th more than 165,000 tweets were written about Fashion Week, making #nyfw a trending topic on September 10^th, also the day when more then 34,000 tweets were sent out from individual users. Designers even saw an increase in followers. Diane Von Furstenberg, who received upbeat and prize worthy reviews in print and online media, had an increase of 3,000 followers on Twitter. Foursquare offered promotions and Facebook allowed users to comment on looks cascading down the runways and Youtube offered videos of shows.

Fashion’s Night Out, an event that was originally designed to boost New York’s economy last year, debuted again on September 8^th in full force with social media. Livestream brought to life three different events including musical performances at Nine West and Ralph Lauren and a play-by-play of Juicy Couture’s designer Erin Fetherson styling tips to shoppers, all which could be viewed from laptops and desktops around the world. Some designers opted to integrate multimedia into their events. Diane Von Furstenberg, for instance, transformed her Washington Street location into DVF and HP interactive experience all designed by Refinery29 blog, offering the fashion community a chance to look at fashion favorites picked by Refinery29, which could be posted to Facebook by anyone in the store. Furthermore for the event, all fashionistas with an Iphone were able to download the LUSTR app, the official app for FNO. The application allowed users to navigate the event with an event directory with options of posting your locations thru your own personal Facebook, Twitter or Foursquare account.

The world of blogging also hit the Bryant Park tents hard this year. Not only were the seats filled with editors from the leading magazines, but bloggers even made their way to the front row. The evolution of blogging in the fashion sphere, really allows readers and fashion lovers alike to receive information about upcoming trends, the achievements and the downfalls of the week, which ultimately means that blogging is here to stay.

It seems like Fashion Week’s biggest trend was not on the runways this season but underneath everyone’s fingertips in the many sources of social media. Fashion Week’s integration of social media really opened up the doors for information exchange in this fast paced digital age. The versatility of social media left it marks on social media and it will be interesting to see the evolution of social media in the fashion and luxury market, from this point forward.