DraftFcb

Archive - Jan 2010

January 21st

Ca-realism

Ca-realism

www.careerealism.com is a career advice blog, and one of the top career advice tools on Twitter.  Their tagline reads: “Because EVERY Job is Temporary.”  In fact, the number of people in the U.S. who claimed to have job security fell 17.5 percentage points in 2009. This sums up a major shift in the way we view employment, and how we prepare for it.  A transitory job market means people are on the job hunt more often, and for longer.  It’s also affected higher education, with more and more students opting for an interdisciplinary track over a narrowly focused pre-professional program.
 

Why it matters

Brands and business services that connect people with job-seeking tools, or help them prepare for new challenges have a big opportunity.  Timberland boots recently launched a “Stay on Your Feet” campaign around their new PRO workboots.  The microsite www.stayonyourfeet.com is also a job search portal.   Could this trend also signal a shift in higher education degree programs, with schools taking a liberal arts approach that prepares students for multiple careers, not just one? 
 

Business Services
Fear
United States

As seen on a celebrity

As seen on a celebrity

A boutique copies and sells all the clothes the Letizia Princess has. They’re identical replicas of the most famous clothes the princess has used for her public acts. The prices are from 700 to 1.000€, a very “accessible” price.

Why it matters

Hugely successful brand ASOS, with the name As Seen On Screen, chosen in order to try to show the brand's intention to supply the public with outfits similar to the styles of celebrities. While small boutiques can’t compete with the scale of large high street brands, will they use niche tactics such as representing a single celebrity to justify their existence?

Instant Gratification
Fashion & Design
Spain

Brands solve 'same dress' syndrome

Brands solve 'same dress' syndrome

The ultimate fashion taboo is attending an event to find someone else is wearing the same outfit. Brands such as Vakko and Harvey Nichols have recognised this need and have created a solution in their personal tracking system which tracks where pieces have been bought to eliminate two people buying for the same occasion. The store will open at what ever time and send a different dress to the event.
 

Why it matters

Firstly, this type of service makes the emotional ties with the brands stronger as it is not just the product that they come to rely on. Is this an example of how brands manage their exclusivity and statement?
 

Experience
Fashion & Design
Turkey
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