[error]The creators of “Rent The Runway” have found the perfect recipe for getting the “it-girl” customer to shop with them, and now you can too. Here’s a few tips to get you started.[/error]
1. Targeting the “it-girl”
The term “it-girl” refers to a girl or woman that possesses confidence, sophistication, and sets an example for other women by showing that she can do it all, have it all, and look great simultaneously. Basically, a retailer’s dream come true. With media being such a large influence on women of all ages it’s becoming something of a sport to figure out what exactly women respond to, which trends will catch on, and how to get them to spend more money. The geniuses behind Rent The Runway have instead focused on what it is that makes one an “it-girl” and figuring out how to make that role more accessible to females everywhere. It-girl or not, nearly every woman can list off half a dozen designers whose creations she covets. Instead of bringing the it-girl to the store, Rent The Runway has brought the prestige and title of it-girl to their customers.
2. Research
Something that retailers have recently tapped into is the fact that many women (although, of course, not all) form emotional attachments to items of clothing or accessories. For a woman, a pair of shoes isn’t simply a pair of shoes – they represent a certain time in her life, a specific memory or feeling, and of course the assumptions that go along with owning and wearing certain brands. For example: When the word “Louboutin” is uttered in conversation with a group of women the usual response is a synchronized audible gasp. The famous “red-bottom” shoe designer is one of the most recognized by women everywhere and owning a pair is a sign of being elite,expensive, and unique. However, mentioning a brand such as Crocs to the same group of women and you’ll often hear a groan. That footwear is associated with comfort, laziness and sometimes even “giving up”. However, to another group of women that same brand means ease and minimal effort for a busy day. Knowing how an audience responds to certain products is essential in retail and maximizing on those reactions and emotional bonds is the secret to success.
3. Social Media
The it-girl is technologically savvy which is why social media is essential as part of a retailers marketing strategy. It’s a great way to drive traffic to your eCommerce site and you can use various social media for different marketing strategies. For example: You’re just about to launch a new product – a purse. Using Instagram as a platform so that customers can see a “behind the scenes” process, installing product specific hashtags (which can be transferred to Twitter), and the debut of the product by asking followers to comment on which color of the purse is their favorite A Facebook fan page is a great way to generate interest and you can post links to where customers can buy your products on the page or link them directly to your own website. Ask customers to post pictures of themselves wearing the products and to write reviews. Twitter is a great way to run a contest – perhaps you’ll ask your customers to submit their collection of your product or special occasions where they wore your products – and the winner gets a gift card or shopping spree. There are so many ways to get creative with social media for retailers, it just takes a little brainstorming, and best of all, it’s cost efficient!
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