The HBA Global Expo took place this year again at New York
City’s Javits Center in June. During this expo
there were several seminars and classes being held by knowledgeable teachers
and professionals within the industry. One of the hottest topics was about the
digital platform. Facebook, Twitter, and Instagram have changed the way brands
market themselves and the way we look and see brands. Everything is at our
fingertips and if it doesn’t come in a phone or tablet friendly form, we are
disappointed.
Rather than seeing digital
as something for the young or trendy, now brands see it as a huge asset to
increase their brand awareness and revenues.
Many brands in the beauty industry these days not only have phone and
tablet ready apps to explore products but additional apps that let you try on
product on a face template. Even brand owners such as Bobbi Brown or Marc
Jacobs are instragramming pictures and updated about their products in
real-time.
Knowing that global
marketing strategies for beauty brands is changing, FIT Master's Program focused
its 2013 Capstone research on "Beauty in a Digital World". This session investigated Digital Analytics.
Are brands using digital in the best way the represents and maintains the brand
positioning and image? How do they go
about using what they have learned form customers and integrate this change
into their brand, and in a timely manner? Some of the other questions that the
seminar sought to answer were whether or not these strategies differ from Mass
to Luxury and from fashion to beauty.
- See more at:
http://www.hbaexpo.com/education/2013-conference-at-a-glance/innovations/fit-capstone-panel-beauty-in-the-digital-age-digital-analytics#sthash.a3rZnQkr.dpuf
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