193 – Ben Blakesley of Reebok – Right Message, Right Voice, Right Person

Footwear and apparel social media marketing strategy with Reebok…

Ben Blakesley, Director, Global Social Media for Reebok (bio), joins Rob Sanchez, Marc Raco and guest hosts Julia Macalaster (Head of Strategy & Growth at Def Method) on location at the Millennial 20/20 Summit in New York.

A marketing utility belt of tools, democratizing conversations and diversification

Blakesley reviews how important it is to have the right message at the right time with right person, discusses the utility belt of tools being huge and growing every day, how social media democratizes conversations we used to only be able to have one on one or with small groups, and the objective of building relationships and trust. The business objectives, and looking at being responsive vs. how much state of art of technology. Matching what social media is good at with objectives, diversification of a social media portfolio.

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192 – Aubrie Pagano of Bow and Drape – One Pun at a Time

Customizable apparel with Bow and Drape…

Aubrie Pagano, Founder and Creative Director of Bow and Drape (cheeky, irreverent customized fashion and is known for its punny sweatshirts, pet sweatshirts and tees – (bio)) joins Marc Raco and Rob Sanchez on location at the Millennial 20/20 Summit in New York

A personal purchase, making customizable fashion affordable, and celebrating expression

Pagano discusses the company, founded four years ago, how she bootstrapped it then raised capital to grow, with a goal of helping customers be more expressive, being able to express one’s own preferences with customization, and how fashion is one of the most personal purchases you can make yet it didn’t really have customizable nature. How Pagano wanted to do it so customizable fashion could be affordable. The cheeky, irreverent brand, and how it celebrates expression with products from sweat shirts to pet products, shipping in under a week.

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Special Report – Melissa Gonzalez of The Lion’esque Group – Interactive Concept Shops To Bring New Life to Malls

Interactive pop-up concept stores for malls with The Lion’esque Group…

Melissa Gonzalez (bio), CEO/Founder of pop up architects The Lion’esque Group, joins Marc Raco for a Special Report on a new partnership and a new initiative. Recorded at MouthMedia Network Studios in New York.

Gonzalez discusses partnering with GGP, one of the top mall operators in the country, the new brand In Real Life (IRL) which allows digital natives and brands with a limited brick and mortar footprint to have a physical location in a turnkey membership format.

Why brick and mortar and this partnership is important as part of the customer journey, why a physical space remains irreplaceable, and how launching at top premiere locations with a systemized approach can change the public opinion of pop ups. How the model differs in this initiative from a traditional lease, the value of operator support, focusing on complimentary brands, staffing support, and a partnership with Impinj offers important RFID contributions to comprehensively measure ROI. Plus, launching a key to connect the online and offline worlds.

Being mindful of customer experience, no inventory in the concept stores—making them experiential entirely. Less of a learning curve for the customer, working to have customers spend more time in the store to build a relationship which creates a sense of permanency to see the companies as lifestyles to be a part of. And how the partnership with GGP came about (hint: ShopTalk). Plus, creating opportunities for brands to grow, new ways to think of tenancy, and being an architect of a new story for brands.

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200 – Fashion Model Candice Huffine and Ziel CEO Marleen Vogelaar – The 200th Show

Collaboration between on-demand active wear manufacturer and international model…

Photo credit: Albert Cheung Photography

Candice Huffine (international fashion model and Founder of Day Won – (bio)) and Marleen Vogelaar (Founder/CEO of Ziel, custom activewear collections, designed and delivered on-demand – (bio)) join Pavan Bahl, Rob Sanchez, Marc Raco and guest host (and editor for WWD) Andrew Nodell for the 200th episode of Fashion Is Your Business, recorded on location at La Marina Restaurant Bar and Beach Lounge in New York City and sponsored by Stylitics, Musefind and Instasleep.

A model’s journey, from engineer to fashion brand founder, and an inspiring collaboration

Photo credit: Albert Cheung Photography

Huffine shared her journey as a plus-sized model, a decision at 15 years old to follow a dream, discovering an industry split into two, and a path she was meant to take, as a plus model, a.k.a. “curvy”, and as a role model to motivate people to look their best selves. Becoming a new runner, completing a full marathon, encouraging women to do something just for themselves, and taking on the latest role as a designer of a new fitness apparel line, collaborating with Ziel.

Vogelaar discusses her background in 3D printing, as an engineer not a designer, co-founding Shapeways (the biggest on demand 3D fashion printing company in the world) learning how designers think, how being very tall created a desire and need to create her own clothing, seeing brand fragmentation happening, seeing a lot of technology to make custom clothing, and making a dedicated line for who someone is and what someone stands for like Huffine with Ziel – on-demand design and manufacturing service for retailers and brands.

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