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New Day, New You

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#NewDayNewYou! Please join us in congratulating this amazing group that began new careers opportunities in 2022.

Marta Herter, Morgan Nickerson, Sarah Verbeke, Kyle Patterson, Kari Herby, Kate M., Jasmine P., Teresa Maldonado, Janio Aragon, Lisa Flowers, Nicholas Miller, Jacqueline Ayala, José Luis Corona, and Frankie Winter.

And another congratulations to the growing teams that get to welcome them in! The Great. / Emily + Meritt, Vuori, Vans, a VF Company, Kendo Brands, Inc., Rhone, Ivory Ella, & more.

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The Digital Shift: Catering to Online Consumers

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Emerging Blue Influencer Marketing

It is not news that the digital age has remarkably changed the consumer shopping experience. In the past several years, thousands of brands have developed eCommerce platforms to accommodate the desire for convenience by consumers. In addition to the ease of online shopping, there are several factors that have contributed to this shift, but a few stand out in particular:

  • The pandemic: With health concerns associated with in-person shopping during the pandemic, many consumers turned towards online shopping for more convenience and peace of mind.

  • Increased social media usage: Brands are utilizing popular social media outlets, such as Instagram and TikTok, to market their direct-to-consumer businesses on platforms regularly used by their digitally savvy consumers.

  • Celebrity & Influencer endorsed marketing: Collaborations with celebrities and influencers are a great way for brands to reach desired consumers. When given referrals by trust social figures, consumers are more likely to desire and purchase a product. 

Many of the biggest brands in fashion, home, and beauty have capitalized on these trends to build their highly successful and robust eCommerce platforms.

A notable brand with a highly established direct-to-consumer business is Fenty Beauty. Fenty Beauty has successfully integrated customer centric strategies while positioning celebrity and founder, Rihanna, as the face of the brand.

A key to Fenty Beauty’s success is their product personalization strategy with campaigns like ‘Beauty for All’ and their ‘Show, Don’t Tell’ marketing philosophy. The brand’s commitment to creating inclusive product for all people has been widely accepted celebrated by the beauty industry.

Fenty has also collaborated with many beauty influencers who promote their products on their social media channels including YouTube, Instagram, and TikTok.

If your team is growing your direct-to-consumer business, our team has a wide network of eCommerce talent who are actively seeking new opportunities. Connect with our team here, or reach out to us at info@emergingblue.com

Related Articles:

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EB Holiday Gift Guide 2022

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Emerging Blue Holiday Gift Guide 2022

We are fortunate to partner with some of the best brands in fashion, home, and beauty each year. While you’re shopping for your loved ones this season, rest assured that any gift from these brands will be just as special as the talented teams that create it.

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Genderless Fashion: Inclusivity in the Apparel Industry

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Genderless fashion

We were so excited to see genderless fashion make an appearance at New York Fashion Week 2022 as it shines a new light on inclusivity in the apparel industry.

Gender-fluid brands are taking great strides to make the apparel industry more inclusive. By creating apparel for all people, despite gender identity, these brands are providing options that better suit and represent their employees and customers. You can check out a few of the amazing gender-fluid collections at TomBoyX, Sans Gêne, ClHu, and The Phluid Project.

According to GET Phluid, an across-industry leader in corporate education, companies with long-term commitments to LGBTQIA+ inclusiveness outperform others in their sector. Not only is more representation better for employees and customers, but it has clear benefits for companies including improved financial performance, stronger innovation, less attrition, and a more engaged workforce.

Also according to GET Fluid, 77% of Generation Z claims that a company’s diversity and inclusion policies are a determining factor for their choice of employer. Moreover, Gen Z and millennials will soon make up the majority of the workforce and are deeply passionate about inclusion.

Vans sets a great example for cultivating inclusivity in the workplace. In 2022, Vans donated $200,000 to three organizations that are all dedicated to uplifting the voices of the LGBQIA+ community. The brand also empowered three artists of the community to express their individuality through their own artistic collections that can be seen here.

Check out these resources that can help you to best cultivate inclusive hiring practices, educate your team, and offer support to organizations who uplift underrepresented communities.

Our team provides recruiting, HR, and employer branding support to help your team achieve a positive and inclusive company culture. Connect with us here or at info@emergingblue.com.

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Now Hiring: eCommerce Product Manager

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Emerging Blue Digital Jobs

We’re excited to kickoff the search for an eCommerce Product Manager with our newest client in womenswear. This is a great opportunity to help grow and develop the eCommerce platform of a very popular, woman-owned apparel brand best known for their feminine, yet sophisticated style and vibrant colors and prints.

Salary range: $100-130k.

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Connection = Conversion: The Formula for a Fruitful Holiday Season

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Emerging Blue Retail Holiday

Trends This Holiday Season

According to holiday shopping statistics from 2020, 38% of US consumers planned to start stocking on gifts in October, and another 23% before Thanksgiving. Only 22% said they’d wait until Thanksgiving to start their holiday shopping.

With the customer concerns of the state of the economy, many retailers are encouraging early consumer spending by running sales to compete with their Black Friday promotions. These sales are spanning from anywhere between 20%-70% off to capture even the most strategic of holiday spenders. With early promotions and strategic sales tactics ruling the holiday season, we can only wonder, what this will look like for consumers and how can retailers best prepare?

What Retailers Can Expect

Higher volumes of shoppers! Customers will capitalize on these promotions while also heading to retailers for the in-person experience, service, and holiday shopping tradition.

“In the US, 81% of Gen Z consumers prefer to shop in stores to discover new products and more than 50% say in-store browsing is a way to disconnect from the digital world.”
— Kearny.com

What Customers Can Expect

With customers being hyper focused on promotional sales, many of which they can capitalize on through omni channel, their in-store shopping experience will be quite specific. Customers will be seeking excellent service, authentic engagement, a well-loved store, and overall, a strong brick and mortar shopping atmosphere.

Implement A Fluid Shopping Experience

In-store and omni channel experiences are more intertwined than ever before. While some customers may visit stores to view an item and later order it online, some customers will do the opposite: viewing merchandise online and making purchases in-store. Brands that create fluid cross channel shopping experiences for the customer will see a smooth and fruitful season.

Be a Leader That Inspires

In the spirit of the holiday season, we cannot forget the hard retail workers that drive the in-store experience. As retail leaders, it is important to inspire excitement of suggestive selling and authentic customer engagement to all employees that interact directly with customers. This year, a big driver of conversion of sale will be the connection that is made between the customer and the sales associates. Customers are being very thoughtful and strategic in their purchasing, so it is important when they are visiting the stores to invoke a connection and level of trust in what is being suggested to the customer by the team. A great reminder is to keep work fun for the team! In-store contests, praise, and empowerment make a big difference in employee attitude during this time of the year.

Take Care of Your Team

Employees tend to buy into initiatives and perform better when they feel valued and motivated. This season can be physically and emotionally training for most, including the teams that work tirelessly to support the magic of the season in the retail setting. This is a reminder to be empathetic leaders this season. Honor requests and suggestions where possible without disrupting business. Check in on your team, an extra 10-minute break when business permits will go a long way on those long days. You can also consider shorter shifts to optimize productivity and minimize burnout. It is in your power to set the example for tone and pace when working with the team. The season is taxing for retail employees, so be thoughtful and creative in ways to keep it fun. The greatest asset to a brand’s success this season, and every season, is its people.


Articles referenced:

Retail Statistics for 2022: 53 Data-Backed Retail Stats To Know (shopify.com)

115 Customer Service Facts (Including Trends and Statistics) | Indeed.com

Retail Facts and Figures – October 2022 Update (shopreme.com)

https://savemycent.com/holiday-shopping-statistics