IMC Milestone 3
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Scooped by Rosie Ioane Mulipola!

Abercrombie & Fitch Stores Show CEO Mike Jeffries' 'No Fat Women' Brand ... -

Abercrombie & Fitch Stores Show CEO Mike Jeffries' 'No Fat Women' Brand ... - | IMC Milestone 3 |
Abercrombie & Fitch Stores Show CEO Mike Jeffries' 'No Fat Women' Brand ...
Rosie Ioane Mulipola's insight:

i found this article highly interesting due to the fact that their strategy aims to never go up past a size 10 for women. Saying that big beefy women is no good. I among those who society would consider 'fat' although i'd like to think of myself as volumptuous find this to be very offensive, on the other hand i would never buy Abercrombie & Fitch clothes anyway but for those who like the brand being outcast from the rest of society because of the way big women look is quite appauling for a brand to advertise. The article states that Abercrombie CEO Mike Jefferies clearly states that the aim of the brand is to cater to only the cool kids, He probably was never a coo kid when he was younger. It also states that he only wants thin and beautiful people to shop inside his stores, not the large people, his brand go after the cool, attractive all-American kids with great attitude and lots of friends. He tells that his brand is exclusionary and that a lot of people don't belong in their clothes only those who are worthy to be. This strategy only proves to be very discriminating, rude and self centered. This strategy may also prove unsuccessful and costly for A&F as plus sized fashion is sold to 67% of the apparel purchasing population.

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Rescooped by Rosie Ioane Mulipola from Direct Marketing and IMC programme planning!

How NFC Could Revitalize Direct Marketing

How NFC Could Revitalize Direct Marketing | IMC Milestone 3 |
Near field communication (NFC) is a relatively new technology that has the potential to revitalize the direct mail marketing sector.  It enables marketers to deliver content via an embedded NFC chip

Via Lauren-Elsa Grigor
Rosie Ioane Mulipola's insight:

This article is interesting because it explains how NFC technology or the Near Field Communication has been around since the early 1980's and is coming into more use today then QR codes where people use their smartphone cameras to scan a barcode. The NFC is on the rise as a marketing tool but is said to not yet be pervasive. This tool is an opportunity to build a digital bridge for consumers that eliminates the need for consumers to take multiple steps to reach content online. In other word this NFC tool can take them directly to the source instead of going through different channels to get to where they want.Marketers who are early adopters of this technology can consider themselves different from their competitors in a sense that they can develop analytics around the technology. This in turn provides them with a major strategic advantage. Another interesting fact about this NFC technology is that it gives marketers a new way to connect the physical and digital gap. This technology offers unprecedented opportunitites to brands that want to uphold a tech-savy image while also being able to deliver valuable offers .

Tibor Napan's comment, May 9, 2013 4:25 PM
I agree with you here Lauren, there is a fine line that brands should not cross when it comes to irritating their consumers, but in saying that I think these new improvements in technologies are great and exciting...until i think of how annoyed I will be after the hype of a cool new technology wears off and the ads start flowing in
Duncan Robertson's curator insight, September 18, 2013 8:41 PM

This article shows the impact of QR codes and NFC chips and how effectively they are being used worldwide. This is a type of channel that people are using and QR Codes is a real creative way of getting customers more involved with their products. NFC is still rising over time - there are marketers using it but there is only a small percentage of them and they are just using the NFC at its early stages. This is a great way to show how creative media can be in order to plan your IMC Campaign.

Andre Zareian's comment, September 24, 2013 10:17 PM
In response to Duncan, the article describes the different media integration techniques. The use of QR codes and NFC has been effective and is increasing in popularity. By having a QR code it allows the consumer to engage further with what the product offers and its unique benefits. By having sufficient detailed information through QR codes it allows the consumer to understand more about the product with ease. I agree that the NFC method is much easier to use as we have seen lately in New Zealand with the Pay wave system on debit cards. It is much faster and effective. When using NFC for marketing terms the ability to contact a consumer within a certain range is easier than scanning and attracts those consumers which wouldn't necessarilly scan a QR code. Great article
Rescooped by Rosie Ioane Mulipola from Public Relations & Social Media Insight!

Can Social Media be Your Primary Marketing Strategy?

Can Social Media be Your Primary Marketing Strategy? | IMC Milestone 3 |

Social media as a primary marketing strategy is tempting, but it doesn't work well for everyone. Learn some of the pros and cons here....and the solution...


It is no secret that social media is turning into quite the process. It’s becoming more and more important, so many different tools and advice columns keep popping up to help businesses and individuals stay organized and successful when it comes to this newer marketing effort. This has caused many companies to create a full-time social media position for experts to help manage the many social accounts, follow analytics, get creative with engagement, etc. It takes a lot of time and effort, but the payoff is only increasing as social involvement increase, so it’s easy to ask yourself: Can I get away with making my social media strategy my primary marketing strategy?...

Via Jeff Domansky
Rosie Ioane Mulipola's insight:

I found this article quite interesting because it explains how social media can actually be a tool in being your primary marketing strategy. The artile lists out ways it can help and what the cons are because it doesn't work for everyone. This strategy can potentially show success if you are on a very small budget, for example small businesses or starter businesses, using social media is an inexpensive way to get their brand or information across to the public. also targeting an audience active on social media is another way of earning success while saving money but research on this should be done to ensure that your audience is highly active on social media and that your products or services are what this group of people whatever age you're targeting is what they may be interested in. This article goes on to list other potential ways a bussiness can gain success through use of social media while also stating that a primary strategy does work well but rarely works as your only strategy, in other words as your businees progresses and changes so does the need for strategy in order for your service or product to reach other potential markets and not only those on social media.


Jeff Domansky's curator insight, May 9, 2013 2:08 PM

It's a great question and a thoughtful answer for marketing and social marketing pros to consider.