LA Market Week Seminar with Mercedes Gonzales

As part of LA Market Week, I attended the "Using Social Media to Connect with New Consumers" seminar at the California Market Center presented by Mercedes Gonzales, Director of Global Purchasing Companies. Mercedes has been a buyer for the fashion industry for over 20 years and as a result, has accumulated extensive knowledge on how to drive traffic to your business and increase sales by understanding the consumer. This seminar was extremely educational and entertaining. Some points that Mercedes covered were very relevant and helpful to someone who's working in the industry. Here are some in a nutshell:

1.) Understand the consumer - what are they buying and what does this tell you about the shopper?

• Example: The last decade was a decade of ugly. People bought Crocs, Uggs, even Snuggie blankets. But this showed that consumers wanted comfort.

2.) Traditional advertising is useless - you have to utilize social media (Facebook, Twitter, YouTube) to reach your audience and don't be afraid to use clever, placement in advertising

• Miracle Whip, "Take A Side" YouTube Clip

3.) Store layout - it's very important to have a strategic store layout so you can engage the consumer

• Example: Target (register placed in front to create frenzy, excited atmosphere) vs Louis Vuitton (register hidden to avoid shoppers from thinking about the amount of money they will spend)

4.) Create a need - people buy to satisfy an emotional drive

• Example: De Beers created the Three Stone Ring when there wasn't even a market for it

Hope these quick points give you an idea on how to improve your business! Also, I will post up the PowerPoint from the seminar once I get it.

Stay tuned for tomorrow's posting of "Post Fashion Week Wrap Up with WGSN" seminar presented by Sally Lohan, Head of Content, Americas, WGSN. It will be a comprehensive recap of New York Fashion Week!