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How To Grow Your Brand

The Guide To Completely Ruin Your Brand By Kylie Jenner

By How To Grow Your BrandNo Comments

I’ve read the Forbes article about Kylie Jenner the other day.

“Her near-billion-dollar empire consists of just seven full-time and five part-time employees”

 

Well, maybe that’s why her customer support sucks (you can find a bunch of bad reviews online).

Now I’m not hating on Kylie or something. I think she’s a great marketer/entertainer and obviously smart enough to leverage her status.

 

Odds are, she’s in a position to make Kylie Cosmetics a LEGACY type of brand.

But she’s messing up…

Why? Well it’s pretty simple:

5 Business Killers

1) She delivers a bad product-

I mean just take a look at the reviews on YouTube.

“The packaging feels cheap”. “This is feels like it was bought from Wish”.

Customers just not living for it. They’d expect a higher-quality product from a multi-million dollar celebrity like Kylie.

If you sell a product which disappoints people,  will your business really survive long-term?

 

2) Bad customer service-

Again. Take a quick look of the reviews across the web. Her customers, her FANS, feel like she doesn’t really care for them.

Customers can’t track their package. They have to wait too long to get it.

They can’t get a proper response via email that helps them with their issues like returns, or a getting a refund.

It just keeps on getting a frustrating customer-experience for them.

 

3) Not re-investing in the company

She can afford skin experts to create amazing make-up products which people will die for. She can fix her customer service and experience in a week- but she just doesn’t do that.

Slowly, 10 million fans will turn into 8 million. and then into 5 million.

And then… well as a Kardashian , she’ll probably find a way to stay relevant anyway, but it’s still a bad strategy.

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4) Thinking short term instead of long-term-

What her company would look like if she’d really think long-term?

(I really believe that for some reason, she’s just not in that mindset)

She’d probably make less money for the first couple of years- but long-term she’d be unstoppable, with a a god-like following on social media.

Fans will just keep on buying everything she’d put out.

 

5) She’s destroying her personal brand in the process-

Practically her personal brand is everything that she has going on for her right now.

It’s not the product which sells. It’s her personal brand.

But if people keep on getting frustrated with your product, which has your name on it, it’s only a matter of time that they will get frustrated with you also.

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Biggest Trends & Threats In The eCommerce Fashion Industry For 2019

By How To Grow Your BrandNo Comments
Data via Statista

The Fashion industry is going through dramatical changes. What areas should you invest your resources in, and what should you avoid at all cost?

Keep reading.

Not only social media has become crucial for brand loyalty, it also allows smaller brands to challenge the big ones by reaching out to the very same audience.

The “catch”? there’s a lot to keep up with.

Trends & Opportunities

1. Personalization

Consumers want to be individuals by identifying themselves with authentic brands and products.

Practically that means more personalized shopping experiences, with a focus on niche markets opposed to mass production.

According to data presented by Nosto, 75% of consumers prefer brands to personalize messaging, offers, and experiences through their online stores.

2. Technological innovation

Merchants will increasingly drive growth with machine learning, artificial intelligence, and ecommerce automation tools that offer highly relevant and personalized customer experiences.

3. E-mail marketing

Is becoming vital for brands, as it’s widely used as an efficient and cost-effective method for new customer acquisition, building brand awareness, and increasing product sales.

Email-marketing should be responsible for at least 25% of your total store’s revenue.

A solid brand should aim for 35, 40 or even 50% of sales generated, coming from their email-marketing systems.

4. Value & Price

A quarter of customers globally never buy clothes full price and wait until the sale.

Then, there a lot of unhappiness because the discount isn’t big enough or it’s just sold out.

Clever retailers will focus on value, price, and the availability of their products.

5. Multi-channel ecommerce

Where does your audience usually spends his time? The real power of social media comes from integrating these channels.

Shopping on Instagram, Facebook Shops, Buyable Pins, and more all take advantage of this strategy.

Just remember the words of Kevin Dao, co-founder and CEO/CCO at ORO LA:

“In everything we do, we’re helping the customer imagine. We want them to imagine being the man in every picture. To imagine us being their stylist.

To imagine, ‘That could be me wearing those clothes.’

Image via Shopify

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and 20% extra sales?

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Threats

1. Competition

The fast-fashion’s ability to manufacture on-demand and dropship from anywhere pose real threats to established brands that lack an embedded social cause, and aren’t as agile as necessary.

2. Product returns

As e-commerce continues to grab share, it’s going to get worse-perhaps considerably- before it gets better.

Online return rates are high as 50% in some sectors.

Email-marketing automations, for example, can be used to segment serial returners,

and thereby avoid offering discounts and promotions like free shipping to those that take advantage of such options

3. Sustainability

Millennials are becoming increasingly sustainability and quality-conscious.

Recent studies show that “more than 9 in 10 millennials would switch brands to one associated with a cause”.

4. Big companies

Big eCommerce merchants such as Amazon can always undercut smaller sellers on price.

Having a strong brand image or story which allows you to create a relationship with your customers,  is more important than ever.

In a sea of competition,
we can help you keep growing

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