Product Placement: The Twilight Saga - New Moon

*Marketing strategy: Movie Product Placement*

I'm a new Twilight saga fan. I've been to see New Moon three times in the course of about 10 days (although one viewing doesn't really count as the screen kept freezing so I got a free second round ticket from Vue).

We all know about the most famous product placement example, i.e. 007 -the James Bond franchise. I've compiled a list in my head of all the product placement picked up on on my first visit to the New Moon movie, further reinforced by the following two times. I have a good memory and as an International Marketing student I became increasingly aware of this branding/product strategy throughouyt my four years of study. I have to say that it sometimes detracts slightly from movies and US TV shows for me these days, knowing the covert way such a strategy is designed to get into a viewer's mindset.

So, without much ado in order of appearance (to my knowledge):

1. SONY - pink, automatic digital camera, possible 10.1MP (which Bella receives for her 18th birthday from her dad)

2. VOLVO - initially mentioned in the Stephanie Meyer books as the Cullens family car (used to blend in with normal humans - or rather, 'pale faces'). Of course, the films must stay true to the books! Volvo probably regard this as a marketing coup. It may also be effective as part of any brand/product re-positioning strategy.

3. CANON - black, photo printer (which Bella uses to print part pics)

4. APPLE mac laptop - black (used for emails). No surprise here; Apple pretty much dominate the entire US (teen) market, e.g. pushed heavily in The O.C. and countless other US series' and movies

5. VIRGIN Atlantic - plane trip from USA to Italy (which Bella and Alice take) - visual optimised by light and clouds.

6. PORSCHE 911 - this is actually in the book - an idea for writers to obtain funds? Sounds terrible! But then again, who doesn't want a 911, especially in canary yellow, of which there are only 2 in the world. Reinforcement at work here.

7. TUSCANY, Italy - tranquil landscape shots maximise the view of the place as an idea holiday destination for some. May I suggest the older viewer segments 30+, couples, and the retired?

As you can probably tell, I pay a lot of attention to detail, BUT...
I wonder if there's anything I missed from this list?
I wonder also what was left out of the final cut.
I also wouldn't be surprised if future movies in this franchise were almost entirely sponsored by big brands.

Worldwide Consumer Spending

*Consumer behaviour*

I came across some interesting stats today on worldwide consumer spending and how the global recession has had an impact on this. One of the main findings from this study, conducted by The Futures Company, is that consumers in China, Australia and France have proved the most resistant to cutting their expenditure levels during the 'downturn'. Japan was also found to be the most pessimistic of all the markets - this, not such a surprising fact given cultural considerations.

Other key findings included:

32% of Chinese contributors had reduced their outlay since January this year, compared with 41% of their counterparts in France, and 47% in Australia.

77% of South Koreans had actively followed strategies that helped them save money, as had 75% of South Africans, 72% of Italians, and 71% of the panel in Ireland.

55% of consumers on average are now aiming to get the "best price" when making purchases

56% are placing the price of goods ahead of brand names when choosing what to buy.

However, there is some good news for luxury brands in that 16% of people still covet, and buy luxury products and services.

Data sourced from The Futures Company; additional content by Warc staff, 25 November 2009 http://www.warc.com/News/TopNews.asp?ID=25987&Origin=WARCNewsEmail

LinkedIn integrates with Microsoft Outlook

Yet another new development in the world of social media.


To read more, click here.

On another note, social networking is now officially one of the fastest-growing activities among mobile users as eMarketer predicts that mobile social network users worldwide will grow more than fivefold between 2009 and 2014, rising from 141.4 million users in 2009 to 760.1 million in 2014.

Jubilee Hair Salon

*Jubilee Hair Salon - New hairdresser*

My sister came back one evening about two months ago now sporting such a dramatic new look that I almost didn't recognise her. After having to ask for the details of her new hairdresser a million times I finally got the name (with the promise of M&S piggy sweets in return - she's just turned 19 but is the baby of the family).

So I went in and booked an appointment after work this Monday (turns out its just down the road from where I'm temping at the moment), two days before my graduation ceremony. Prior to this I hadn't actually actually paid for my hair and had been living the student life for a year or two going to model appointments at a salon just off Oxford Street. I'm a very low maintenance hair person and don't bother brushing it most of the time. Its not exactly un-manageable.

Jubilee Hair Salon is located near Tottenham Court Road station in the Korean district of London opposite the food store. The place is home to great Japanese and Korean stylists. My stylist was Yoshie, whose name I got from an online review. She listened to what I wanted, gave me her own opinions on whether this would suit my face shape, and generally played it safe, letting me know whenever she was about to do anything, as opposed to just chopping. I also got reassurance as I was very worried about getting the fringe I wanted to try, having not had one for about 13 years. Seeing about 12 inches of hair fall in front of my eyes freaked me out a but she did it so fast I didn't have time to dwell on it much, thinking 'well that's done, not much I can do now!'. I also had about 3 inches cut off the rest.

For those of you interested, the address is: 28 Denmark Street, WC2H 8NP. Telephone number 020 7240 5999



It doesn't look like much from the outside, or even inside rather (nothing like a top London salon if I were to compare to other places I've been in the past), but don't let this fool you. I was also told that it had recently been refurbished.

I ended up paying £45 because of the length of my hair. Other reviews which I have seen online put the average price for women between £29 and £39. I was also told by my sister later on that they do student discounts. Compared to places like Toni & Guy its a bargain! I'd been quoted in the £30s on my appointment-making visit so was a little dissapointed but overall happy with the result, speed, and friendliness of employees.

The result is my blog profile pic located in the upper left of the page.

Jimmy Choo for H&M controversy

*COMMENT: ...and another thing!*

I've read some ridiculous posts on discussion boards relating to how Jimmy Choo has now ruined its brand name by partnering with H&M for this latest collaboration.

Frankly I think this is ridiculous. Some are outraged that they spend hundreds on his shoes and mad about the fact people are now able to purchase them cheaply (if you can call £70-£100 cheap having just left uni), even if it is just a one-off. Others are saying the brand name has lost valuable equity. Yet others call us 'sheep'/label whores. And the best one, "everyone in town will be wearing the same thing tonight" (more correctly, a handful of people will be wearing certain pieces from the collection).

I doubt either Stella McCartney, Matthew Williamson, or Karl Lagerfeld have had their luxury sales affected by such collaborations with the high street chain.

In fact I think its a very clever strategy which can only benefit both parties. Firstly, H&M stands to benefit from greater brand awareness, positioned as being at the forefront of high-street fashion, and of course, it brings greater numbers of consumers into their stores. It also doesn't hurt that high-profile names such as Hayden Panettiere have publicly coveted H&M (again, of a certain age group), and both Hilton sisters wore outfits from the collection to the LA launch party.

From the Jimmy Choo side, this collaboration represents a short-time publicity drive to increase brand awareness and gain precious column inches. But more importantly, it gives those less wealthy demographics a chance to experience high fashion at an 'affordable' price. The people who bought items from this new range will, on the most part I feel be the ones buying from the high-end luxury ranges in future if and when their earning power should increase. As a recent university graduate with a recent change in view to buying quality items rather than quantity (i.e. I have never jumped on the Primark bandwagon and would rather save for something classic that will last a lot longer), this definitely is the case.

To address the 'sheep' comment, this is the first time I've gone to any H&M collaboration on launch day or in fact, queued for anything fashion. I keep a mixed wardrobe and buy things I know will look good on me (I've seen some horrendous designer pieces around which I wouldn't be caught dead in), and not fall to pieces after a couple of wears. At the same time Jimmy Choo has built a very good all-round reputation and there is nothing wrong with launching a one-off accessible option for 'the masses'. I don't like to take a disposable view to clothes as I think there is enough waste in today's world so for the most part this is a good reason to buying the odd high-end designer item. I also buy from charity shops btw!

Jimmy Choo for H&M (London, UK): SCORE!

*UPDATE*

I had one of the best retail experiences this morning, am not nursing any injuries, and managed to score quite a range of items at the Jimmy Choo for H&M collaboration launch. Definitely a successful shopping trip and well worth the wait!

I left my house just before 7am this morning and headed to Convent Garden to the Long Acre branch of H&M. When I got there at 7.15am I was bemused (although not surprised) to discover a group of people with a tent right in the front entrance. 'Wow this queue isn't that bad' I thought on arriving, and then I followed it...right around the building and down the alley. I thought, crap I probably didn't make the first 160 people who get wristbands and alloted shopping times in the Accessories area.

Turns out one of the girls in a group behind me went to count and we were between 85 and 95 in line. Brilliant!




It started raining and staff came around to hand out umbrellas, although nearly everyone had already come prepared (UGG boots and all). The wristbands were handed out around 8.15am and mine turned out to be Orange, in the 5th group of 20.

Although we ended up waiting a few hours, I got chatting to some really nice people in front and behind me in the queue so in the end it didn't feel like we were there that long despite the rain and cold. It was all very civilised and there was a general air of excitement about, especially when the first shoppers emerged with their beautiful royal blue-coloured bags.



I doubt it was the same in the Oxford Circus branch although I'm curious to find out. The whole event was planned with military precision and I was very impressed. There were no arguments over items, no catfights, no treading on toes. The whole shopping process ended up taking a lot less time than anticipated, most likely due to the fact that many had already decided what they wanted to buy from looking at the collection in shop windows and online so the 10minutes was enough. I ended up taking the last pairs of two styles in a size 4 and 5.



I will be wearing these peep-toe grey suede boots to my graduation next week to go with a dress I bought recently for the ocassion.



I'm not 100% about these 'fierce' heels although they look amazing. They're about 6 inches and I doubt I'll be able to walk in them frankly. There is a very small chance they may appear on eBay soon. Am kicking myself for not getting the blue sandals as a quick check has already revealed people bidding on eBay at double the original retail price (the scarcity principle is amazing), and I'm definitely poorer now! But then another part of me thought how unfair it is of people to buy a lot with the intention of selling them on when there are people out there dying to get them in store to their dissapointment and cannot afford such mark ups.

Other purchases included the studded belt, small leather bag, earrings, and matching bracelet.




I tried on the sequin cardigan, leather dress, and leather trousers - all which looked great but eventually I had to take finances into consideration along with the fact the look may not be 'in' for very long, although I admit fashion trends do have a way of re-emerging every decade or so. Clothes were really the only items there was still an abundance of on the racks by the time I left the store. But then that was before the doors were open to the general public. It felt very exclusive for the people who bothered to queue as the rest of the store was closed off to everyone until the 160 had finished shopping. There were no changing room queues and assistance was at hand everywhere. An all round marketing and PR success for H&M I feel.

One of the most surprising things that happened was that I got talking to a woman in front of me in the queue who had just launched her own business, and guess what? Is currently looking for an entry-ish marketing person to train up and incorporate as a new member of staff. So not only did I score some Jimmy Choo, I also scored a business card and potential job lead. How's that for random?!

The final Jimmy Choo for H&M shopping spree result:


Apologies for the picture quality - it doesn't do the items much justice. The D90 is currently in Johannesburg with my bf.

Jimmy Choo for H&M

***Saturday November 14th 2009 @ 9.00am (UK)***



If you live or work around central London then you'll probably be aware of the mass promotion this new H&M Designer launch is receiving. It has made world news, and in the UK is plastered on the sides of London buses, PR pieces/coverage in all the major newspapers and fashion magazines (including their websites, such as Vogue) since last month, the H&M website itself completely re-vamped for this occassion.

According to H&M they have made losses in the past with previous designer collaborations (e.g. Matthew Williamson, Stella McCartney) due to the high quality of production costs in Europe. This still represents a significant PR coup for the high street Swedish retailer however - one which has seen profits increase year on year since the original Karl Lagerfeld launch in 2004/5.

According to reports people will start queuing at midnight tonight. I was planning to get to one of the central London H&M branches early, say 7.30ish for the 9am opening. Turns out I'll probably be late and won't make the first 160 people in queue if the hype is to believed.

I visited H&M either later in the day or a few days after the original Karl Lagerfeld collaboration and managed to pick up a few things (one of which was a top that was stolen by a cleaner at a backpackers hostel in Honduras on my gap year in summer 2005!) without a problem.

Now the fact that I'm even going on the launch day is testament to my love for a select few designer shoes labels, which as a recent graduate I cannot yet afford to buy myself. I hate crowds. I can't stand getting on the bus in the mornings to work, preferring to wait for an emptier bus (or tube in the case of the Underground). Women, frankly are animals. They'll push in front of you, barging without consideration (in desperation to get to work apparently). And I'm choosing to put myself through what is sure to be mayhem tomorrow morning.

I'm dreading it.

The worst part is, I recognise I may have to tap into some animal behaviour to seize the things I've set my eyes on, one of which is a pair of grey open toed boots that I want to go with my graduation outfit next Wednesday 18th. But there will be some crazed, greedy people there - brilliant subjects for behavioural psychologists.

I keep telling myself that in the worst case scenario at not being able to grab one or two pairs of shoes I'm after plus a belt and some earrings (accessories will be in a restricted area open to the first 160 people in queue for groups of 20, 10 people at a time for the first two hours), I'll just come back on Sunday and/or Monday when H&M will have restocked the shelves. The final thing I tell myself is that if I don't quite manage to be animal enough, I'll have saved myself some much needed cash!

In any case, I shall be reporting back on any injuries sustained and items scored (if any) soon.

ASOS

***Consumer update***

I ordered a few winter items on UK online retailer ASOS.com yesterday. It seems they have a new delivery charge pricing option. Usually a 3 day standard delivery costs £3.95. If you select the new 6 day option however you're only charged £1.95 (ideal for those with no urgent item requirements).

The most surprising thing was that I received an email in my inbox this morning confirming despatch!

That's pretty good customer service. This leads me to the assumption that they're not as busy as they'd like to be at the moment, or the £3.95 option is just an attempt to make a little extra profit. Either way, I know which delivery option I'll be using on ASOS in future.

Social Media statistics in 4.23 minutes

***Social Media Revolution***

Here is a post I came across on a LinkedIn Marketing Discussion page today. Some interesting stats presented in a very clever and engaging way (in my opinion).

'If Facebook were a country it would be the world's 4th largest'.
Enjoy.

http://www.furlongpr.com/every-social-media-statistic-in-423-minutes