The Global Analyst

L.L. Bean’s and Lands’ End’s new lines make a grab for young adults

theglobalanalyst — Sun, 14 Feb 2010 06:44:07 +0000

L.L. Bean is going to launch a “Signature” line, which follows on the heels of Lands’ End newly launched “Canvas” line. I find it interesting that both lines have decided to launch new lines aimed at the young adults. I’m assuming that both of their market research shows that they are primarily shopped by older consumers and that they may have perception problems among younger consumers. While cruising the L.L. Bean website, check out their reviews- most consumers seem to be over 45. Not that there is anything wrong with most of their reviews being written by older people, but being 25, I do wonder if I will agree with older women about the fit of garments. It also makes me contemplate why I am purchasing clothes that more mature women favor.

I do think that these two new lines can fill a void in the current market. From the Lands’ End Canvas site and the pre-launch of the L.L. Bean Signature site, both lines look similar in design to J.Crew, a modern take on classic items. Also, great offerings for young professionals.

What sets the lines apart from J.Crew is their price points; they aren’t as expensive as J.Crew. To me, that’s point to L.L. Bean and Lands’ End, and minus one to J.Crew. From my experience, L.L. Bean offers higher quality items than J.Crew as J.Crew’s items can be flimsy at times. Now that L.L. Bean will be offering clothes with more modern cuts, they definitely have my attention.

Signature L.L. Bean appears to be serious about giving the launch a strong start, they even snagged Maggie Rizer to model for their first marketing campaign.

When overuse of sample sale websites can hurt the brand

theglobalanalyst — Wed, 10 Feb 2010 18:38:03 +0000

In early February, Ella Moss womens clothing appeared on Gilt Groupe, HauteLook, and Rue La La in the same week.

What does it say about the Ella Moss brand and Ella Moss sales when their products appear on three members-only discount websites at the same time?

First, it makes me think that in-store sales must have been slow, so now they are off-loading much of their stock on the internet. Do they have so many unsold pieces because of the economy or because their brand is no longer as desirable? Perhaps more importantly, it also makes me think I should not worry about buying Ella Moss in-store, at full-price, since a large part of their inventory will probably end up on discount boutique websites.

My recommendation to Ella Moss is to stagger these sites’ sales of their items. By staggering the sales, it won’t be as obvious that they have a lot of stock to liquidate. This will also protect the value that people associate with their clothes. If it seems that their clothes appear on these sale websites intermittently, then consumers may continue to seek the clothes for full-price in-store.

The sample sale websites could also ask Ella Moss what other vendors will be selling the same items. The members-only sites feel less exclusive and like less of a deal, when another site also features the same products on sale.

Mobile phone advertising nudges

theglobalanalyst — Mon, 08 Feb 2010 18:59:20 +0000

In a recent article MediaPost wrote about Loopt’s foray into local mobile phone advertising. What I find more interesting about mobile marketing is the way that Loopt’s business customers are enticing consumers. Some businesses are using mobile coupons and marketing as nudges, to get people to visit during slow periods. In other words, they are rewarding certain consumer behaviors that can benefit their business. For instance, the article mentions that one coffee spot only punches mobile phone loyalty cards between 2pm and 5pm, which is their slowest period. While these nudges don’t necessarily improve a consumer’s decisions about health, wealth, and happiness, they do encourage and reward a specific behavior.

I could definitely use a mobile marketing message at lunch time from restaurants that sell salads and other healthy fares, or other spots that have inexpensive lunch time specials. Or perhaps, some mobile loyalty points cards that gives more points for selecting the soup and wrap and fewer points for selecting the hamburger and fries. In a bid to earn more healthy points, I would also be selecting foods that were healthy.

Mobile marketing could be one of the most effective outlets to nudge people, as phones are willingly carried everyday, referenced constantly. I’m interested to see what other nudges enterprising businesses come up with.

Ogori Cafe: Applying game theory to cafe ordering

theglobalanalyst — Mon, 01 Feb 2010 00:05:20 +0000

Plowing through my Google Reader, I came across PSFK’s article on Ogori Cafe. A newly opened cafe in Kashiwa, Japan, Ogori Cafe is an interesting application of game theory to restaurant dining. Cafe patrons receive the order of the person in front of them and their order goes to the person who was in line behind them. In game theory, the question is, how do you maximize your gains, while minimizing or avoiding losses? In this scenario, the patron has not received their order (what the person in front of them ordered), by the time they order. Thus, they have to choose their level of altruism, before they have feedback about another’s decision.

It would be interesting to see how customers’ orders changed, if they received the order they would be consuming, before placing their order. Having been the beneficiary of ill-will, would they continue the sentiment or decide to be extra kind to the next person in line?

Fixed-gear bike culture gains global momentum, but enclaves keep their local flavor

theglobalanalyst — Tue, 26 Jan 2010 08:26:02 +0000

Whether you are in Los Angeles, College Station, London, or Shanghai, you can’t miss them. Spilling into car lanes, doing tricks on the sidewalk, generally not stopping for stop signs, the fixed-gear bike movement continues to spread. While the niche trend to create an uber-customized bicycle is an example of how globalization can be homogenizing, the fixed gear movements are also a fine example of how local culture manifests itself in every trend. Each fixed-gear culture has a distinct personality and these personalities are demonstrated, in part, by the types of rides they organize. Below are a few events that exemplify cultural differences within the larger fixed-gear community.

Cheerily riding along in the UK

The Brits started the Tweed Run, which purported to be “a metropolitan bicycle ride with a bit of style; a leisurely jaunt through the Empire’s capital.” The daytime gathering allowed riders to enjoy sightseeing, while showing off their finest tweed, herringbone, and wool attire. The ride is meant to be a throw back to a bygone era. (Later, many major cities around the world would throw their own tweed runs.)

Party on two wheels in California

A city without much history, comparatively, LA’s rider culture is focused on modern, hedonistic pursuits. While LA’s Midnight Ridazz and CRANK Mob rides also have an element of costume (for example, 80’s prom night), their rides are somewhat less refined. Starting at 10pm on Saturday night, CRANK Mob bills itself as “a monthly bike ride dance party masquerade carnival sextravaganza“. Instead of quietly riding through the city and enjoying tea and bickies, riders wheel somewhat noisily through the city, sipping alcoholic beverages, and blasting their boom boxes.

Still developing the community and culture in Shanghai

Fixed-gear culture has recently clipped into China. In a bid to raise awareness of fixed-gears in China and establish a larger following, in late 2009, a group called People’s Bike organized Shanghai Alleycat, which was a weekend of mass rides, races, and stunt competitions. Perhaps because it’s being developed by a mix of western expats and Chinese citizens, with support from the government, Chinese fixed-gear bike culture seems to be the most eclectic culture of those discussed here. (enoVate has a great article about the rise of fixed-gear bike culture in China. Thanks @bernardhor) It will be interesting to see how this nascent group evolves, as more native riders join the fixed-gear movement.

I’d be interested to know the personas other fixed-gear groups have developed around the world. If you have comments or insights, leave me a note. I’d like to hear from you.

Performing qualitative research in emerging markets

theglobalanalyst — Thu, 21 Jan 2010 04:24:06 +0000

The foundation of being an analyst is the ability to design and administer research studies. Before one can analyze the data, one must collect the data. As a researcher who primarily does quantitative work in the US and western Europe, I approach proposals and research design with a certain set of assumptions, which typically involve surveys, given over the internet. (Not the most creative research methods, but clients love numbers.) When asked to think about conducting qualitative research in emerging markets, such as Brazil, Russia, India, China, or South Africa, it wasn’t difficult for me to start thinking from a qualitative perspective.Yet, it was difficult to shed the American market research experience and think about how research is done in other countries. More importantly, how people or potential respondents view market research. Perhaps naively, other culture’s eagerness to please moderators or distrust of researchers was not something I had considered until someone suggested these potential problems in a LinkedIn discussion.

To me most interesting differences in research related to the logistics of the research.

Skepticism about private research facilities. When getting bids for focus groups in India, many researchers suggested that rather than getting a facility, my team do in-depth interviews in the home. I was advised that potential respondents were skeptical about going to a private research facility would feel more comfortable in a publicly-accessible meeting place, such as a hotel conference room or shopping mall.

Social norms that inhibit open speech. Many researchers also called attention to the social norms and thought I should consider dividing my all-male groups by age, rather than having mixed groups of 18-54 year olds. The Quirk’s article below also suggests further division by socioeconomic class.

One amusing thing I learned was the advice to have mock focus groups for enthusiastic family members, who demand to be heard. I wonder if any research companies have actually held them.

Below are some helpful articles for qualitative research in India and other emerging countries:

Quirk’s Qualitatively Speaking: Use focus groups to understand India’s massive markets

Focus Groups in Asia

Gilt Groupe’s Nimble Brand Extension into Yoga Classes

theglobalanalyst — Fri, 15 Jan 2010 19:49:42 +0000

Gilt Groupe, the invitation only e-tailer site, has continued to extend its supple arms into new categories. In 2009, they added Gilt Fuse, the younger, more price-conscious sister of Gilt and Jetsetter, the travel branch which offers specials on stylish hotels around the world. Although they seem to only be dabbling in the idea of offering discounts on classes, currently, Gilt is offering discounted rates on yoga classes and spa treatments at Exhale, a national yoga and spa center. I suggest that they are only dabbling in the idea of service discounts as the Exhale yoga and spa offerings are not categorized in the Jetsetter section, but rather in the Gilt Women section. It’s placement next to Beyond Yoga, a clothing company, does make inititive sense; however, the service aspect of Exhale’s offerings suggests to me that it should also be cross-referenced in the Jetsetter section too. Perhaps, in time, Gilt will open a new section with discounts on other acitivities and services.

Gilt Groupe offers Exhale yoga classes

Inquisitiveness is encouraged

theglobalanalyst — Fri, 15 Jan 2010 09:37:45 +0000

Let’s start by acknowledging a framework or paradigm with which to view the world. With this new endeavor, a paradigm about innovation is fitting.

Recently, I read Bronwyn Fryer’s article “How Do Innovators Think?” and was surprised and moved to learn that the business of creativity and innovation can be practiced and approached in a very structured, methodical way. As the saying goes, creativity is 99% work and 1% insight. What I found most helpful about this article was that is outlined five traits or practices of innovative people. I think that each of the five traits is desirable on its own, but by practicing and mastering each, it seems that one cannot help but be innovative.

As I am inspired by these five notions and enjoy referencing them, they are paraphrased below.

Have a read and tell me what you think.

Five common attributes of innovative people:

Associate. The ability to make connections across seemingly unrelated questions, problems, or idea.

Question. An ability to ask “what if,” “why,” and “why not” questions that challenge the status quo and open up the bigger picture.

Observe. The ability to closely observe details, particularly the details of people’s behavior.

Experiment. Openness to try new experiences and explore new worlds.

Network. Able to connect and befriend intelligent people with whom they have little in common, but from whom they can learn.

Welcome to The Global Analyst!

theglobalanalyst — Thu, 14 Jan 2010 21:50:08 +0000

Welcome to my new site about consumer behavior and market research trends around the world. My name is Robyn and this blog will be a place to record, brainstorm, analyze, question, and enjoy all things marketing, market research, psychology, design, culture, innovative business ideas, branding. I enjoy studying consumer behavior around the globe, so I plan to use this blog as a home for my musings on cross-cultural research techniques and innovations in marketing.

A native Coloradoan, I currently live in Los Angeles, and work as a research analyst for a media and entertainment-focused market research firm, Interpret LLC. I also do research for a nonprofit called Iridescent that brings hands-on science courses to urban LA youths. You can find out more about me on LinkedIn or Brazen Careerist.

Thanks for stopping by and expect more to come very soon.

Best,

Robyn