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According to the Consumer Confidence Index, consumer saying conditions are “good” decreased 8 percent in June while 69 percent of consumers are saying they still feel like they are in a recesssion (according Yanklovich). And, the S&P Index, which was nearing 500 just two months ago has dipped below 400.  Does this mean it is all doom and gloom for retailers? Perhaps if they are not strategic in how they lure consumers during the usually busy back-to-school and holiday seasons. Inevitably, consumers will shop for for both seasons, but they will shop with caution and shop differently.  In the past, they may have updated kids wardrobes with several pairs of jeans and shirts, but this year they will opt for less, and look to get the best value for their dollar.  Accessories are an easy and relatively inexpensive way for consumers to update their wardrobe. Anyalists expect accessory sales to perform well; but if consumers are shopping cautiously, what can retailers do to better business?  Some have gone the traditional route of cutting inventory while others are benefitting from lower rent. While Macy’s turns to Madonna’s new line of clothing being promoted by Taylor Momsen and Kohl’s banking on Brittany Spear’s  new line, other retailers are smartly turning to social media.  According to DMNews http://www.dmnews.com/jcpenney-boosts-mobile-efforts-for-2010-back-to-school-campaign/article/174651/, JCPenney is turning to social and mobile components like texting; they will also be partnering with six teen girls to create back-to-school haul videos http://www.youtube.com/watch?v=ULtpWix10ro.  In order to stay current with consumer trends, retailers must jump on the social media and mobile commerce train. Unfortunately, without it they will feel the implications of a weak economy even more. Millennials love phones and love Facebook so it is where retailers need to be if they want to reach them. During back-to-school, kids will use their phones and computers as shopping devices, looking for ideas, recommendations and sharing with others. Twitter and Facebook content sharing and contests will be a major way for retailers to hit  back-to-school and holiday shoppers.  It is a smart and strategic way to lure shoppers to brick and mortar locations.  A simple iPhone app loaded with special promotions will also serve to drive business.  Teens, tweens and even the little ones are looking for instant feedback on their outfits.  They are taking pictures of themselves in dressing rooms and loading them to Facebook or picture mailing them to friends.  Retailers need to think about ways they can synergize offline and online marketing strategies.  For example, do they set up picture booths in dressing rooms where they provide the platform and technology for consumers to get the online, instant feedback they want for their looks. Brands like Avon Mark are offering iPhone app look books, which is another way to answer a consumer need of what to buy, and what is right for me. Even Foursquare has worked for retailers such as Marc Jacobs and Jimmy Choo where Choo created a Foursquare campaign by giving a shoe a personality on Twitter and Foursquare accounts.  The Foursquare user to encounter the shoe in person won a free pair of shoes. Shopping no longer means going into a retail location, picking out some stuff and going home.  Shopping begins outside of the retail location, which means retailers need to be where the most forward thinking consumers are, which is socially online and mobile. Consumers will shop again, but with back-to-school literally on our heels, now is the time to develop creative ways to encourage, entice, excite and invite consumers to be a part of your brand.

To spite the lack luster economy, I’ve been seeing stories in WWD, The New York Times and Wall Street Journal that suggest consumers are shopping.  Perhaps not as much and not for the same things they used to, but they are out there shopping.  BIGresearch reports 4o percent of women said that shopping for themselves is at the top of their priority list.  The key to consumer spending today is value, according to Yanklovich and Ropers recent consumer studies.  Consumers want to know when they make a purchase they can feel good about the money they spent because they know they are getting a great deal.  These changes have led to a shift in how retailers reach consumers.   The world’s largest retailer, WalMart, is taking advantage of other electronics retailers closing to revamp their offerings so they will reach those consumers who used to shop at said closed stores.  They are taking a look at their product offerings and adding more than just entry level as suggested in the following article.

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It seems like every marketers new idea is to put something on Facebook…create an application, poke a friend or post a widget.   Facebook seems to be the new “it” idea for how marketers are going to get consumers interested in and interacting with  their brands.   Well, surprise, surprise, there is a whole web full of great ideas. I would suggest to those savvy fashion, beauty and lifestyle marketers to not waste time on Facebook and try out a few new sites that are lazer focused on and targeting your consumers.  

In just spending a short time on the Web, I came across  a few  really cool, new sites that are worth checking out, especially if you are into fashion.   The first is www.chictopia.com.   It is exactly like Facebook, but for fashionistas.   It is an online community where fashion savvy consumers can upload photos of themselves or others they have styled as well as browse others cool collections and styles.   There is so much more available at Chictopia like user reviews of stores, comments to photos, forums discussing designers and trends, and you can even learn about notable fashion events around the world.   Unlike some of the other fashion social networks, Chictopia also has blogs.   Now for those marketers who work in fashion and are not members, shame on you…you have to join.   Even to get an idea of what is going on in the industry and  what the community is saying.   Afterall, these are the influencers.   Options to host contests, post store information or designs, ask about trends, are only a few things marketers could begin tapping into.   I am sure one of these up-and-coming fashionistas are looking for their lucky break.   They would love to exclusively try on one designer and promote the brand via photos and posts.

The other site I came across (albeit very similar) was www.closetcouture.com.   Fashion lovers, this site is for you.   It is the place where style seekers can find style advice online from the experts.   Do you want to find a personal stylist?   How about wardrobe tips?   It’s all at Closet Couture.   And, you can get peer advice on personal style just by a click of the mouse.   The twist and differentiator for this site is how it helps you organize your closet, all with an e-commerce twist.   You get to try on clothes, make purchases, get advice all while filling your closet virtually.   Opportunities abound as retailers can have a presence on this site for members to purchase items for their closet from retailers closets.   This site is all about a place you can play around with your wardrobe, get advice on your clothes, plan and organize outfits, and make purchases.   I can see many retailers taking advantage of this where they stock their closets for online members to search and purchase from.   The online communities who shop these closets will inevitably go in store to buy things they see and like.

Similar  to  Closet Couture is www.stardoll.com, which  lets users dress their own MeDoll or one of the many celebrity avatars such as Alyssa Milano, Heidi Klum and Ashley Olsen.   As if these people don’t have more experienced stylists doing that for them.   I digress.   Anyway, you can shop the site for virtual designer clothes to dress on your doll.   There seemed to be some designers taking advantage of the site such as Jordache jeans and Fallen Angel.   However, when you go to dress your celeb, there don’t seem to be  any labels there.   Soon, marketers…so  be on the look out.   This is your opportunity to brand  the designs.   Or, you can open a virtual store (as a retailer of course) for members to shop to dress their doll.   It seems childish, but if you are into clothes, celebs and styles, it’s a good way to pass time on a boring day!

Now don’t get me wrong.   I don’t dimiss Facebook as an option completely; it is a great way to reach the consumer.   However, when you know your target and a social networking site exists to match that target, your dollars are much better spent  on a site and in a place where  you know will impact your target consumers.

Happy fall!   Today is the first day of fall.   That means its time for the closet change.   For me, that means going in my hugely oversized closet and taking all my summer/spring stuff  and moving  it all  to the back of  my closet.   It will be nearing winter by time I actually get around to doing it properly.   For now, I will simply fight my way to the back of my closet like a hunter going into the jungle.   Not ideal at all.  

The new season is also a good time to take a look at your wardrobe and decide what items are keepers and what items are not.   My friends love when I do this.   Inevitably, there will be something with a tag on it that will be given to a friend or charity.   We all need to remember, the more we purge, the more we can buy.   At least for me that is how it works.   Seriously though, make sure you have all the staple pieces in your wardrobe — make a list of what you need.   Don’t keep the little black dress that has turned grey; even if you love it.   It is not flattering.   Let’s move on and buy new.  

And, fall brings in new trends.   Some are very exciting such as bold colors like purple and blue, but others are a lot less desirable.   That brings me to my recent shopping trip this weekend that was prompted by a coupon.   I fell for it…a direct mail coupon from my local shoe store.   Hey, in today’s economy, we can all use a coupon, right?   Plus, it does not matter what the economic situation is, many of us women won’t stop buying shoes.   So, I stroll in to find thousands of great shoes to sift through.   One of fall’s hottest trends in shoes is the open toe bootie.  I take an open minded approach to it because at first glance, they look somewhat ridiculous.   Afterall, it looks like you bought a book and chopped the front part off.   I am game so I proceed to try on some styles.   Turns out; I am right…the open toe booties are ridiculous.   I just could not get them to work.   The whole open toe part was distracting me from the style of the shoe.   I just could not get past it.   What I did love where the oxford booties.   SO cute.   I bought a purple and black satin pair that really  rock.   You have to check them out.   You can find similar styles on www.nordstrom.com or www.zappos.com.

From shoes I went right to clothes.   As I said, there are a lot of trends I love.   The whole rocker look is back so leather and shiny, slick  are all the buzz.   I am loving it.   When you are not rocking it out and want to show your more femine side, look for florals and ruffles.   Like the spring, you will see them all over the stores this fall.   There are two things I am out to find that I was unable to this shopping trip, one of them is the one shoulder dress.   It is elegant and sexy at the same time.   And, I need to find me a comfortable but trendy boyfriend carnigan.   I will go this weekend on another hunt.   I have to hit Anthropolgie.   Did you see the latest catalog?   They have great stuff.   And, it is such a great store to hit the sales room where you can find great clothes for a lot less.

So, to the piont of this all, I want to warn everyone that even though you see a trend in a magazine, online or on your favorite celebrity, before going out and stocking up, be sure it fits your  personal style.   For me, I won’t be sporting the fringe.   I just don’t have the cowgirl in me. At least that is what it reminds me of - old western movies.   I also can’t bring myself to wear plaid.   Maybe to bed, but that is it.   All those patterns are just not becoming on someone who is not a size 2!   Menswear.   Not going to try that one either.   I mean do you really think that Katie Holmes looks good in those oversized jeans - check her out on www.people.com.   And, she is doing the ankle fold that I did in the 8th grade with my Z Cavirichis.   Again, not a size 2, don’t try mens jeans stick to the skinny jeans.   However, there are some menwear inspired styles that may work like a cute vest, but when it comes to muting the sexy style of a woman, I don’t suggest it.

If you are not sure what is hot and what’s not this season, go check out some of my favorite sites: www.fashionclub.com, www.style.com, or www.fashiontribes.com.

Happy shopping!  

How can anyone be a shopaholic in today’s economy?   Trust me, it is possible; just follow me around.   You simply need to know where to look and what to look for.   With popular blogs like www.budgetfashionista.com, www.fashionisspinach.com, www.glamchic.com and www.styleitless.com, it is easy to get great style advice and learn  a lot  about shopping on a budget.    In my online exploration, I  have discovered a lot about  online bargains.    I am addicted to www.shopittome.com  (thanks to an office mate for introducing me…little did she know I would be come an addict).   Shopittome  brings sales to you, in your size and the designer brands you love for  HUGE discounts.   Basically, you receive an email of all the great sales that are  happening on online retailers like Nordstroms, Macys, Bluefly and more.    You can sign up to get the emails daily - which I do  not recommend  -  or you  can do  a couple times a week or weekly.   It is hard to resist all the great deals you will  receive.   I recently purchased a super cute Juicy Couture dress that was originally $289, but I got it for $89.   I have to admit, I would not have bought it for $289, but for a lot less, it was perfect for my beach lifestyle.   And, when I brought it home,  my  hubby was pleased with the price just as much as  I was.   Ladies, we can be proud of our purchases instead of hiding  them in the back of our closets, pretending like  it has been there for  years and trying to fool  your significant  other.

According to Forbes.com and WWD, there is no end in sight to the retail downturn.   In a recent edition of WWD, they reported that this holiday season, sales will be lower than they have been in years.   In fact, retailers are cutting inventories, but  trying to place an increased emphasis on exclusives and unexpected offerings (like what Mitchells in West Port, CT  did when they picked up their shoppers at home)  - we will all be very surprised this holiday season.    However, consumers are becoming wiser and figuring out ways (like myself) to still be able to shop - and feed  the addiction - while not breaking the bank.   That is great news for retailers…yes we exist…the loyal shoppers.   Moreover, consumers are demanding that retailers provide them with more value and are looking at retailers who  differentiate themselves from other retailers - whether you’re Juicy Couture and have a niche or  more mainstream like  Barneys or Macys, the expectation is to step up your offerings (i.e., celebrity designs, limited edition and one-of-a-kind).  

With all of this going on, in season sales have become the norm.   The dress I mentioned  I bought is totally in season and can even bring me into the fall season with the right accessories.   Sales are abound.   Or, try an off-price retailer who always has on trend and in season items for up to  60 percent off department store prices.  Don’t get crazy, when it comes to sales, you still need to shop  wisely.   You don’t want to end up with a bunch of fashions that  don’t look good on you  or are not in line with your style.   Just because something is on sale, does not mean you should buy it.    Lots of people make this mistake…don’t let it be you.   You’ve been warned

To spite the bad economy and all that we hear about it in the news, luxury retail stores continue to open - mostly in Europe.   There is a reason for that.   Jimmy Choo opens another flagship in Ginza this week.   I’ll have to check it out on my next trip to Japan.   In the meantime, I will continue to shop smart and save whether online or off.