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Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance

Harvard Business

That’s because the “loyalty era” of marketing, as we’ve known it, is waning. market alone, companies are losing $1 trillion in annual revenues to their competitors because they are not consistently relevant enough. In fact, consumer research we’ve worked on at Accenture shows that in the U.S.

Marketing 134
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5 Surprising Findings About How People Actually Buy Clothes and Shoes

Harvard Business

Apparel brands are investing especially heavily in online shopping capabilities and introducing interactive features that complement apps and websites. Data-Driven Marketing. To get a clearer, more-complete picture, we studied actual decisions made by 1,500 apparel and footwear shoppers in the United States. Insight Center.

Apparel 130
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The Five Pillars of Marketing Success

The Fearless Marketer

Does the following give a pretty good picture of your current marketing activity? Now there’s nothing wrong with any of those marketing activities. It’s not that you need to do more marketing, it’s that you need to shift your marketing paradigm from one of “Randomness” to one that is “Focused.”.

Marketing 110
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Can Lean Manufacturing Put an End to Sweatshops?

Harvard Business

However, until recently there was little evidence on this question in the countries that dominate global markets in low-cost manufacturing. To examine this possibility, I conducted research on recent developments in Nike Inc’s apparel supply chain with Jens Hainmueller of Stanford University and Richard M. Insight Center.

Apparel 117
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How Chinese Companies Disrupt Through Business Model Innovation

Harvard Business

The American textile and apparel industries, for example, will tell you that the evidence can be found in the blood on the floor — their blood, on what used to be their floor. Experts continue to debate whether Chinese businesses are truly disruptive. For some industries in the West, this question appears a bit ridiculous.

Company 123
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Deep Dive into Customer Segmentation (Part 1 of 2)

Tom Spencer

It is a critical step towards identifying growth opportunities in business and should be carried out before undertaking any of the following actions: Developing customized marketing programs (e.g. Demographic segmentation divides a market through variables such as age, gender, education level, family size, occupation, income, and more.

Apparel 103
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For Better Retail Promotions, Ask These Questions

Harvard Business

Recent analysis for a leading apparel retailer showed elasticity of customer response to promotional discounts was up to three times higher during holiday periods than during non-holiday periods and two times higher during weekends than on weekdays. But for major marketed promotions, that’s not always achievable or practical.

Retail 126