Brands Exploring New Homes: Smart or Selling Out?

H&M made an announcement several months ago: Jimmy Choo shoes and handbags would be making their way to H&M stores across the globe.

Let’s start with H&M – H&M isn’t a new retailer. The first store opened in Norway in the late 60’s. They began expanding throughout counties in Europe and then into other counties worldwide. I remember when I went to Europe in early 2000 thinking, “What an awesome store.” Looking back, I think much of the appeal had to due with the fact that there weren’t any locations in the US at the time. They are now everywhere – over 169 stores across the US.

The store showcases trendy styles, along with classic pieces that can be worn to the office – all at very reasonable prices. I have never thought of H&M as a “high-end” store” – quite the opposite actually. My impression seems to be confirmed by the company’s mission statement, “Fashion and quality at the best price.”

Now onto Jimmy Choo: Jimmy Choo is best known for his exquisite hand-made women’s shoe line worn by Hollywood’s elite, fashionistas worldwide spotlighted throughout the Sex and the City series. Of course, these shoes come with a price tag. You’d be hard pressed to find a pair of Choos for under $350. The brand is definitely associated with luxury.

So, H&M will soon be carrying a Jimmy Choo line, exclusively created for the retailer.

“We are privileged to be among the fashion greats who have been affiliated with H&M so far, and to be designing a collection appealing to fashion savvy, street smart women, and to be including some great pieces for men, too. Jimmy Choo will bring to H&M a sophisticated, fashion forward, accessible and glamorous collection – the perfect party pieces to buy now and then wear out that night!” Tamara Mellon, Founder and President, Jimmy Choo.

This type of “exclusive designer line” isn’t a new concept. Sigerson Morrison did it with a shoe line at Target. Vera Wang did it with an apparel and accessory line at Kohl’s. Even further, H&M has a history of this – they’ve already showcased lines from Stella McCartney and Madonna in their stores.

But, I have a few questions…

One: Is creating a less expensive version of a coveted brand that is associated with luxury and exclusively a smart tactic in that it is attainable by a broader audience or does “cheapen” the brand and make it less appealing to people who desire the exclusivity factor?

Two: Kohl’s reported an increase in third quarter earnings, part of this has been attributed to the Vera Wang line it carries. So, if a company brings in a designer line are they therefore dependent upon carrying this type of line to sustain growth?

On a larger scale, I was thinking of this is terms of other industries…

When a swanky, high-end restaurant creates a dollar meal, how do core customers react? Might they not be as inclined to take a client to the restaurant in fear of looking “cheap?”

What about automakers? Toyota and Lexus are both owned by the Toyota Motor Corporation, but each is completely separate under the brand umbrella – each its own unique identity, each sold at designated dealerships and each offer completely different makes and models. Would the corporation be the same if all cars were referred to as Toyotas and some were just more expensive than others? I admit, this is not direct parallel to the Jimmy Choo and H&M relationship, but something to think about perhaps….

I’d love to hear thoughts, theories and opinions about this topic…

LinkedIn | Relationships Matter: P.S. Can You Endorse Me?

Have you ever received an email like this?  

“I’m sending this to ask you for a brief recommendation of me that I can include in my LinkedIn profile. If you have any questions, let me know. Thanks in advance for helping me out”

Last week, I received this same email from two different people. The generic request came as somewhat of a shock given that I’ve never worked with either of the senders on any type of a project – directly or indirectly – and have minimal knowledge of their abilities and work ethic. 

I didn’t reply to the request. I felt uncomfortable writing, posting and attaching my name to an endorsement of praise for someone I genuinely couldn’t “vouch” for.  Like a compliment, shouldn’t an endorsement come without solicitation? I have posted several recommendations on LinkedIn because I had great experiences working with those particular people. They didn’t have to ask me.

Is the “can you endorse me” email becoming common practice? Do you feel roused by the idea of someone sending this type of aloof request?

Everyone Needs a Little Inspiration

Maybe it’s the English major in me, but I adore quotes. 

It’s the fact that a stranger, someone who may have lived centuries ago, can “sum it up” so eloquently that his words have the power to shed light and hope on doubts or frustration….

“All growth is a leap in the dark, a spontaneous unpremeditated act without the benefit of experience.”– Henry Miller

“A ship in port is safe, but that’s not what ships are built for.”– Grace Murray Hopper

“It takes courage to grow up and turn out to be who you really are.” – e. e. cummings

“Do not be too timid and squeamish about your actions. All life is an experiment.” – Ralph Waldo Emerson

“Do not fear mistakes, there are none.” – Miles Davis

The Yellow Arrow Project

I am currently reading Convergence Culture – an insightful book by Henry Jenkins, Professor of Humanities and the Founder/Director of the Comparative Media Studies program at MIT. Although I just started the book, I am already enthralled by the observations and concepts presented by Jenkins.

One particular piece of information that caught my attention was a reference to The Yellow Arrow Project.  This was the first time I had heard of the project, and I immediately wanted to learn more. Yellow Arrow is a global project that allows participants to explore cities through mobile phone SMS. The basic concept is centered around the fact that every individual brings a unique perspective and experience to a particular region, location or object. 

Here is how it works:  a person positions a distinctly coded Yellow Arrow sticker to catch the attention of other individuals. Once the arrow is posted, the “poster” sends a SMS to Yellow Arrow with a unique code and a personal story about the spot where the arrow is posted.   Yellow Arrows are often posted at local businesses, on a unique bus stop billboards or spots where breathtaking views of a city can be observed.   When another person encounters the arrow and is interested in learning more, he sends a SMS with the unique code and instantly receives the previously recorded message initiated by the “poster.”

I love this. I find it intriguing beyond words and, again, very telling of how individuals are creating history and meanings through personal experiences and technology.

Communications Graduate Programs Address Demands

Throughout my process of researching graduate schools, I have come across several articles indicating that programs and curricula in Communications departments continue to evolve due to developments in new media. Traditionally, concentrations are added or graduate degrees are intergrated into undergraduate departments, but, in general, it isn’t all too frequent that completely new degrees are constructed. This has changed…

Northwestern’s Medill was a pioneer in the creation of the IMC (Integrated Marketing Communications) program. It was definitely innovative. Graduates receive a Masters of Science rather than a Masters of Arts, which was traditionally the norm in Communications and Journalism schools. There is a strong emphasis placed on data analysis, database management and integrated approaches to marketing communications.

In addition, USC’s Annenberg School for Communication offers a Masters in Communications Management. Areas of focus include Marketing Communications, Organizational & Strategic Communications, Communication Law & Policy, Online Communities and Entertainment Management. Students are also given the option to take courses outside of the department. Popular interdisciplinary areas include Business, Psychology, Technology and Public Policy.

This is great news for anyone who has been teetering on the idea of returning to school. When I received my BA, I looked into a few programs. The challenge I encountered was finding a program that offered both applicable and theoretical coursework. Innovative programs, including the IMC and MCM, definitely satisfy business needs, while providing valuable background in theory and rhetoric by offering such courses:

Theory:
Interpreting Popular Culture & Society
Communication, Values, Attitudes and Behavior
Theories of Creating Organizational Identity:  Meaning Through Messages
Communications & Persuasive Messages

Business Centric: 
Business Management Strategies for New Technologies 
Creating and Implementing Campaigns to Measure Communication Efforts
Audience Analysis
Communications Research (surveys, experimental tests campaigns and formative evaluations)

Alas, the best of both worlds!

Book Recommendation: Always On

I just finished a wonderful book by Naomi S. Baron – Always On:  Language in an Online and Mobile World. Wonderful, I thought – I had yet to read a book that addressed the implications and impact of new technologies in relation to language!

Naomi Baron does a wonderful job in discussing historical concepts of language and electronic communication technologies and how they are affecting society in an immense way. The book was published in 2008, yet some of the topics in the book might already be considered archaic by some – just another example of how quickly new media is morphing, progressing and changing, only to be replaced by the next “big thing.” 

I would definitely recommend this book to anyone who is interested in social media, language, multi-tasking, linguistics, cultural studies or communications. If nothing else, you’ll walk away with a fresh perspective on how electronic communication is influencing how we listen, speak, read and write. I have to admit, throughout the book I found myself thinking, “I am guilty of that” and “I should be more conscious of that.”

Books addressing similar subjects:
Language and the Internet
Alphabet to Email  
Convergence Culture:  Where Old and New Media Collide (one of my next reads)