An introduction to the concept of portfolio careers in music, which allow a musician to develop multiple projects and income streams to support his or her life in music. Presented at the Mission College Digital Music Summit in November 2014 by Keith Hatschek, author of "How to Get a Job in the Music Industry"
Turnaround Brand - Re-luanch of Hiflyer with a new Brand Name (Cool Cash)Thilaksha Kodithuwakku
In 2002, Seylan Bank introduced the Hi Flyer product targeting urban youth aged 18-25. However, Hi Flyer did not achieve its goals. In 2006, the bank revitalized the brand by differentiating its features, collaborating with research firms and media partners, innovating the name and graphics, and cultivating the brand personality through events and an ambassador. These efforts led to significant growth in deposit base and number of accounts for the rebranded Cool Cash product between 2003-2007, outperforming the previous Hi Flyer product.
The document provides a marketing plan for Moon City Creative District that includes research on target markets, objectives, strategies, and a budget. It outlines promotional tactics like brochures, flyers, and signs to increase awareness of Moon City. The plan also includes social media, website, and newsletter recommendations to engage target audiences and track effectiveness.
This public relations proposal aims to increase awareness and sales of Petite Blue, a collection of cyanotype art created by local artist Kadie Salfi in Ithaca, NY. Currently operated as a sole proprietorship, the proposal identifies opportunities to expand Petite Blue's reach through improved social media presence, regional art shows, and media exposure. Objectives include increasing social media engagement by 30%, sales of custom artwork by 20%, and expanding into new markets like the Pacific Northwest and New England. Recommended tactics leverage Petite Blue's strong brand identity and focus on increasing awareness of the cyanotype process through blogs, press coverage, and maintaining a consistent online presence.
Vicky Dunbobbin is pitching a new theatre magazine aimed at a fun-loving 16-25 year old demographic. The magazine would include reviews of shows, show business gossip, how-to articles, and interviews. Initial cover ideas feature the musicals Mean Girls and Everybody's Talking About Jamie. The pitch argues the magazine fills a gap in the industry and has a wide audience.
This media plan proposes a marketing campaign for Kate Spade New York to increase brand awareness and profits. The plan targets women ages 25-40 in major cities through television, magazine, and newspaper advertisements. The budget allocates funds across CBS, ABC, and Bravo television spots, as well as print ads in Glamour magazine and the Los Angeles Times. The objectives are to expand the target market and increase social media advertising.
The document provides an overview of branding concepts through a session on branding. It discusses what branding is, common misconceptions about branding, and why branding matters. Branding is defined as the promise of the experience customers will receive from an organization. The document also covers signs of a strong brand, defining an organization's brand, understanding customers' perspectives, and two case studies on how the Old Town School of Folk Music and the Chicago Sinfonietta developed their brands over time.
Crash Course in Creativity - Assignment 2fcservices
The document describes 4 different store atmospheres observed by the author:
1. Stores that create a frenzied atmosphere through aggressive sales tactics and large signs to encourage impulse buying.
2. Stores with sparse decor and cool lighting that give off little energy or excitement, aimed at customers who know what they want.
3. Stores that invite curiosity through prominent displays of top items without hard selling, aimed at tourists and locals seeking new products.
4. Stores that convey luxury through polished appearances and signage indicating higher prices, aimed at customers willing to pay more.
An introduction to the concept of portfolio careers in music, which allow a musician to develop multiple projects and income streams to support his or her life in music. Presented at the Mission College Digital Music Summit in November 2014 by Keith Hatschek, author of "How to Get a Job in the Music Industry"
Turnaround Brand - Re-luanch of Hiflyer with a new Brand Name (Cool Cash)Thilaksha Kodithuwakku
In 2002, Seylan Bank introduced the Hi Flyer product targeting urban youth aged 18-25. However, Hi Flyer did not achieve its goals. In 2006, the bank revitalized the brand by differentiating its features, collaborating with research firms and media partners, innovating the name and graphics, and cultivating the brand personality through events and an ambassador. These efforts led to significant growth in deposit base and number of accounts for the rebranded Cool Cash product between 2003-2007, outperforming the previous Hi Flyer product.
The document provides a marketing plan for Moon City Creative District that includes research on target markets, objectives, strategies, and a budget. It outlines promotional tactics like brochures, flyers, and signs to increase awareness of Moon City. The plan also includes social media, website, and newsletter recommendations to engage target audiences and track effectiveness.
This public relations proposal aims to increase awareness and sales of Petite Blue, a collection of cyanotype art created by local artist Kadie Salfi in Ithaca, NY. Currently operated as a sole proprietorship, the proposal identifies opportunities to expand Petite Blue's reach through improved social media presence, regional art shows, and media exposure. Objectives include increasing social media engagement by 30%, sales of custom artwork by 20%, and expanding into new markets like the Pacific Northwest and New England. Recommended tactics leverage Petite Blue's strong brand identity and focus on increasing awareness of the cyanotype process through blogs, press coverage, and maintaining a consistent online presence.
Vicky Dunbobbin is pitching a new theatre magazine aimed at a fun-loving 16-25 year old demographic. The magazine would include reviews of shows, show business gossip, how-to articles, and interviews. Initial cover ideas feature the musicals Mean Girls and Everybody's Talking About Jamie. The pitch argues the magazine fills a gap in the industry and has a wide audience.
This media plan proposes a marketing campaign for Kate Spade New York to increase brand awareness and profits. The plan targets women ages 25-40 in major cities through television, magazine, and newspaper advertisements. The budget allocates funds across CBS, ABC, and Bravo television spots, as well as print ads in Glamour magazine and the Los Angeles Times. The objectives are to expand the target market and increase social media advertising.
The document provides an overview of branding concepts through a session on branding. It discusses what branding is, common misconceptions about branding, and why branding matters. Branding is defined as the promise of the experience customers will receive from an organization. The document also covers signs of a strong brand, defining an organization's brand, understanding customers' perspectives, and two case studies on how the Old Town School of Folk Music and the Chicago Sinfonietta developed their brands over time.
Crash Course in Creativity - Assignment 2fcservices
The document describes 4 different store atmospheres observed by the author:
1. Stores that create a frenzied atmosphere through aggressive sales tactics and large signs to encourage impulse buying.
2. Stores with sparse decor and cool lighting that give off little energy or excitement, aimed at customers who know what they want.
3. Stores that invite curiosity through prominent displays of top items without hard selling, aimed at tourists and locals seeking new products.
4. Stores that convey luxury through polished appearances and signage indicating higher prices, aimed at customers willing to pay more.
This document provides guidance on developing a brand strategy to attract new patrons to a theater. It recommends conducting a brand analysis to understand the theater's strengths and identity. It then discusses developing a brand vision statement and positioning statement. The next step is a marketing strategy to directly target specific patron types using various channels like websites, social media, partnerships, contests and mobile ads. The goal is to intentionally market the theater's unique identity and offerings to fill more seats with new patrons.
This presentation covers various aspects of fashion. Definitions of fashion, Quotes on fashion, Definition of design, Elements of design, Principles of design, Fashion in everyday life
Urban Outfitters' digital marketing strategy needs to better connect with their target audience through more engaging social media content. They should [1] feature customers monthly on their blog to showcase real people living the brand, [2] promote emerging trends their audience cares about on social platforms, and [3] link their different accounts together to make content easier for customers to access. Measuring increased engagement, followers, and sales will show if these efforts succeed in achieving the theme of getting customers to truly live, love and be the Urban Outfitters brand. A $225,000 budget over one year would support redesigning social pages, running contests, and a customer of the month program.
The document discusses a marketing strategy for Target's Threshold home decor brand. It identifies the target audience as "Aspiring Home Stylists" who are fashionable and looking to decorate on a budget. The strategy is to increase awareness and engagement of the Threshold brand through partnerships with fashion bloggers, a mobile fitting room, in-store promotions tied to fashion brands, a home decor mobile app, and a fashion show event to position Threshold as a stylish and affordable home decor option.
Kate Spade began in 1993 when Kate Spade designed a simple yet functional handbag she had been seeking. Her designs featuring crisp colors and clever details were beloved by women. Over time, the brand established itself with classic silhouettes and graphic elements. In 2007, Kate and Andy sold the company and new leadership aimed to broaden the line while honoring Kate's legacy. The brand seeks to empower women to express their unique style with charm and rebellion. Recommendations are made to leverage the public personas of current Creative Director Deborah Lloyd and brand stylist Brad Goreski to build the brand story and connect more with customers.
Community Marketing Building And Sustaining A Presencegcecs2009
This document discusses using branding, placemaking, and wayfinding as tools for economic growth in communities. It provides case studies of how these were used in Shaker Square (small community), University Circle (large/urban community), and Gordon Square (medium community). For each case, it outlines the theme used and resulting economic impacts such as increased occupancy, jobs, and development. It also discusses strategies for community marketing and public relations, including reaching media outlets, using newsletters and social media, garnering recognition, and sustaining development through the internet.
Vessel offers a curated selection of unique glassware and tabletop accessories from designers around the world. The company was founded by Brook Bradbury and Andrew Bradbury, who opened several wine-focused retail stores over the years that featured distinctive glassware and found great success. They launched Vessel to focus specifically on handcrafted, artistic tabletop items from a global set of designers. Vessel aims to enhance dining and drinking experiences through high-quality, lasting design pieces.
A predictive trend report for Urban Outfitter's Spring/Summer 2014 season. This presentation highlights the research on the brand's image, target customer, and a specific trend forecasted for this target market. Utilizing trend reports we predict that 'Festival Fashion' will continue to be a strong trend in this target market. Our chosen color story, fashion and home goods trends reflect this nomadic/free-spirit lifestyle for this 'Nomadic Adventures: Let the Good Times Roll' trend we have created.
1) The document discusses how artists can take an entrepreneurial approach to their work. It outlines challenges unique to artists, such as working based on emotions rather than solving problems.
2) The agenda includes discussing the difference between tactical and emotional work, assumptions about artists, and strategies for building awareness of and networks for their art.
3) Artists are encouraged to find complementary ways to pursue their art and happiness, such as developing their personal brand and audience, entering different markets, and keeping patrons informed and engaged over time.
This document provides guidance for students taking an exam on television game shows. It discusses the key points examiners will focus on, including analyzing and explaining the appeal of different game shows, focusing responses precisely on the task, and writing concisely using relevant terminology. Students should demonstrate their knowledge of game show conventions and be able to discuss examples within the time constraints. Responses requiring production pitches or analyzing audience appeal will be assessed on the depth of understanding shown.
Project for Retail Strategy and Structure, Fall 2017. Tasked to create a brand to fill a white space in the market for an under-recognized target market. Modique is a boutique specialized in catering to little women, with a focus on style and accessibility.
Pete Gomori's presentation discusses Tate Modern's goals of increasing public understanding and enjoyment of art through maximizing visitor numbers and experience. It outlines the tools and data Tate uses to understand audience demographics, motivations, interests, and satisfaction in order to segment visitors and prioritize current and developmental audiences. Examples of projects aimed at increasing engagement include collaborations with artists, social media initiatives, festivals, and promotions. Data shows that Tate has successfully increased email subscribers through these efforts.
Beats by Dre revolutionized the headphone industry by creating a premium brand through celebrity endorsements, fresh design, and effective marketing. Their target is music enthusiasts ages 15-35 who want to authentically experience music and display their music expertise. Beats leverages celebrity endorsements, experiential marketing, TV/video ads, and digital/social media to position their products as allowing users to "hear music as the artist intended."
Rob Davidson presentation at the Tri-City Academy of Business Meeting Organiz...Gdansk Convention Bureau
The document outlines the agenda and topics to be covered in a meeting on trends in the meetings industry. The meeting will be held on December 8, 2011 at the Hotel Radisson Blu and will discuss market segments in the meetings industry, sources of meetings business, negotiating and selling at trade shows. It will also cover developing relationships with clients and trends in the industry. The presentation will provide information on identifying decision makers, preparing for client meetings, handling objections and following up with customers.
The document provides guidance for a GCSE media exam on TV game shows. It outlines that the exam will be 1 hour and 30 minutes, with 3 questions worth 15 marks each. Design equipment should be brought for the design question. Possible questions include why game shows appeal to audiences and how social media has extended their appeal. For the design question, a 10-frame storyboard is expected that clearly shows the family focus. Marketing the game show to the target audience could involve traditional and digital media.
Salt and Silk is a unisex streetwear brand that designs high quality clothing reflecting a forward-looking lifestyle. Their mission is to provide unique, high quality garments that follow their philosophy of encouraging positive thinking and self-expression. Their target market is 17-30 year olds interested in music, festivals and individuality. For marketing, they will use social media to promote their philosophy and lifestyle to their target youth audience. Their upcoming capsule collection will feature original cut-and-sew t-shirt designs reflecting streetwear trends.
Jimmy Choo is a luxury shoe brand founded in London in 1996 by Jimmy Choo and Sandra Choi. It has since expanded globally and diversified its product line beyond shoes to include accessories. The brand aims to create high quality, luxurious products and has established flagship stores in major cities worldwide. It also focuses on corporate social responsibility through the Jimmy Choo Foundation which supports women's health and empowerment initiatives. The brand has been very successful financially under the leadership of CEO Pierre Denis and Creative Director Sandra Choi.
This document discusses key factors that attract customers to retail spaces. It begins by defining retail design and visual merchandising. It then covers different retail sectors like food, fashion, home, and leisure. It discusses different types of retail stores such as flagship stores, concept stores, pop-up stores, and lifestyle stores. It also covers markets. The document emphasizes the importance of exterior presentation, signs, windows, and displays in attracting customers. It provides guidelines for effective design of store fronts and visual merchandising elements. The overall aim is to understand what attracts customers and increases sales and footfall in retail spaces through design.
I left my post as ECD of Saatchi & Saatchi X in Asia in June 2013 after working for the company for 4 years. My experience ranged from shopper marketing, retail design that is integrated within a holistic 360 offering to clients such as Lenovo and P&G.
Feeling that I needed more real life experience in the realm of digital shopper marketing. I set off on my own in creating an online social/shopping experience through a platform that I created around crowdsourcing and e-commerce.
In the past year, I have amassed a great deal of experience in designing, marketing and producing products through this platform called Avid Union. During this time, I have built a sustainable business on this platform of social ecommerce.
With this business experience and along with my 15 years of shopper marketing agency experience in New York, Singapore and China, I believe I can be valuable for a company who is looking for a creative leader that is going to take creativity to the next level.
Join us as we take our Digital Marketing panel discussions on the road! If you are interested in sponsoring or donating to our cause contact
Kiera McKibbens
trendymii@gmail.com
This document provides guidance on developing a brand strategy to attract new patrons to a theater. It recommends conducting a brand analysis to understand the theater's strengths and identity. It then discusses developing a brand vision statement and positioning statement. The next step is a marketing strategy to directly target specific patron types using various channels like websites, social media, partnerships, contests and mobile ads. The goal is to intentionally market the theater's unique identity and offerings to fill more seats with new patrons.
This presentation covers various aspects of fashion. Definitions of fashion, Quotes on fashion, Definition of design, Elements of design, Principles of design, Fashion in everyday life
Urban Outfitters' digital marketing strategy needs to better connect with their target audience through more engaging social media content. They should [1] feature customers monthly on their blog to showcase real people living the brand, [2] promote emerging trends their audience cares about on social platforms, and [3] link their different accounts together to make content easier for customers to access. Measuring increased engagement, followers, and sales will show if these efforts succeed in achieving the theme of getting customers to truly live, love and be the Urban Outfitters brand. A $225,000 budget over one year would support redesigning social pages, running contests, and a customer of the month program.
The document discusses a marketing strategy for Target's Threshold home decor brand. It identifies the target audience as "Aspiring Home Stylists" who are fashionable and looking to decorate on a budget. The strategy is to increase awareness and engagement of the Threshold brand through partnerships with fashion bloggers, a mobile fitting room, in-store promotions tied to fashion brands, a home decor mobile app, and a fashion show event to position Threshold as a stylish and affordable home decor option.
Kate Spade began in 1993 when Kate Spade designed a simple yet functional handbag she had been seeking. Her designs featuring crisp colors and clever details were beloved by women. Over time, the brand established itself with classic silhouettes and graphic elements. In 2007, Kate and Andy sold the company and new leadership aimed to broaden the line while honoring Kate's legacy. The brand seeks to empower women to express their unique style with charm and rebellion. Recommendations are made to leverage the public personas of current Creative Director Deborah Lloyd and brand stylist Brad Goreski to build the brand story and connect more with customers.
Community Marketing Building And Sustaining A Presencegcecs2009
This document discusses using branding, placemaking, and wayfinding as tools for economic growth in communities. It provides case studies of how these were used in Shaker Square (small community), University Circle (large/urban community), and Gordon Square (medium community). For each case, it outlines the theme used and resulting economic impacts such as increased occupancy, jobs, and development. It also discusses strategies for community marketing and public relations, including reaching media outlets, using newsletters and social media, garnering recognition, and sustaining development through the internet.
Vessel offers a curated selection of unique glassware and tabletop accessories from designers around the world. The company was founded by Brook Bradbury and Andrew Bradbury, who opened several wine-focused retail stores over the years that featured distinctive glassware and found great success. They launched Vessel to focus specifically on handcrafted, artistic tabletop items from a global set of designers. Vessel aims to enhance dining and drinking experiences through high-quality, lasting design pieces.
A predictive trend report for Urban Outfitter's Spring/Summer 2014 season. This presentation highlights the research on the brand's image, target customer, and a specific trend forecasted for this target market. Utilizing trend reports we predict that 'Festival Fashion' will continue to be a strong trend in this target market. Our chosen color story, fashion and home goods trends reflect this nomadic/free-spirit lifestyle for this 'Nomadic Adventures: Let the Good Times Roll' trend we have created.
1) The document discusses how artists can take an entrepreneurial approach to their work. It outlines challenges unique to artists, such as working based on emotions rather than solving problems.
2) The agenda includes discussing the difference between tactical and emotional work, assumptions about artists, and strategies for building awareness of and networks for their art.
3) Artists are encouraged to find complementary ways to pursue their art and happiness, such as developing their personal brand and audience, entering different markets, and keeping patrons informed and engaged over time.
This document provides guidance for students taking an exam on television game shows. It discusses the key points examiners will focus on, including analyzing and explaining the appeal of different game shows, focusing responses precisely on the task, and writing concisely using relevant terminology. Students should demonstrate their knowledge of game show conventions and be able to discuss examples within the time constraints. Responses requiring production pitches or analyzing audience appeal will be assessed on the depth of understanding shown.
Project for Retail Strategy and Structure, Fall 2017. Tasked to create a brand to fill a white space in the market for an under-recognized target market. Modique is a boutique specialized in catering to little women, with a focus on style and accessibility.
Pete Gomori's presentation discusses Tate Modern's goals of increasing public understanding and enjoyment of art through maximizing visitor numbers and experience. It outlines the tools and data Tate uses to understand audience demographics, motivations, interests, and satisfaction in order to segment visitors and prioritize current and developmental audiences. Examples of projects aimed at increasing engagement include collaborations with artists, social media initiatives, festivals, and promotions. Data shows that Tate has successfully increased email subscribers through these efforts.
Beats by Dre revolutionized the headphone industry by creating a premium brand through celebrity endorsements, fresh design, and effective marketing. Their target is music enthusiasts ages 15-35 who want to authentically experience music and display their music expertise. Beats leverages celebrity endorsements, experiential marketing, TV/video ads, and digital/social media to position their products as allowing users to "hear music as the artist intended."
Rob Davidson presentation at the Tri-City Academy of Business Meeting Organiz...Gdansk Convention Bureau
The document outlines the agenda and topics to be covered in a meeting on trends in the meetings industry. The meeting will be held on December 8, 2011 at the Hotel Radisson Blu and will discuss market segments in the meetings industry, sources of meetings business, negotiating and selling at trade shows. It will also cover developing relationships with clients and trends in the industry. The presentation will provide information on identifying decision makers, preparing for client meetings, handling objections and following up with customers.
The document provides guidance for a GCSE media exam on TV game shows. It outlines that the exam will be 1 hour and 30 minutes, with 3 questions worth 15 marks each. Design equipment should be brought for the design question. Possible questions include why game shows appeal to audiences and how social media has extended their appeal. For the design question, a 10-frame storyboard is expected that clearly shows the family focus. Marketing the game show to the target audience could involve traditional and digital media.
Salt and Silk is a unisex streetwear brand that designs high quality clothing reflecting a forward-looking lifestyle. Their mission is to provide unique, high quality garments that follow their philosophy of encouraging positive thinking and self-expression. Their target market is 17-30 year olds interested in music, festivals and individuality. For marketing, they will use social media to promote their philosophy and lifestyle to their target youth audience. Their upcoming capsule collection will feature original cut-and-sew t-shirt designs reflecting streetwear trends.
Jimmy Choo is a luxury shoe brand founded in London in 1996 by Jimmy Choo and Sandra Choi. It has since expanded globally and diversified its product line beyond shoes to include accessories. The brand aims to create high quality, luxurious products and has established flagship stores in major cities worldwide. It also focuses on corporate social responsibility through the Jimmy Choo Foundation which supports women's health and empowerment initiatives. The brand has been very successful financially under the leadership of CEO Pierre Denis and Creative Director Sandra Choi.
This document discusses key factors that attract customers to retail spaces. It begins by defining retail design and visual merchandising. It then covers different retail sectors like food, fashion, home, and leisure. It discusses different types of retail stores such as flagship stores, concept stores, pop-up stores, and lifestyle stores. It also covers markets. The document emphasizes the importance of exterior presentation, signs, windows, and displays in attracting customers. It provides guidelines for effective design of store fronts and visual merchandising elements. The overall aim is to understand what attracts customers and increases sales and footfall in retail spaces through design.
I left my post as ECD of Saatchi & Saatchi X in Asia in June 2013 after working for the company for 4 years. My experience ranged from shopper marketing, retail design that is integrated within a holistic 360 offering to clients such as Lenovo and P&G.
Feeling that I needed more real life experience in the realm of digital shopper marketing. I set off on my own in creating an online social/shopping experience through a platform that I created around crowdsourcing and e-commerce.
In the past year, I have amassed a great deal of experience in designing, marketing and producing products through this platform called Avid Union. During this time, I have built a sustainable business on this platform of social ecommerce.
With this business experience and along with my 15 years of shopper marketing agency experience in New York, Singapore and China, I believe I can be valuable for a company who is looking for a creative leader that is going to take creativity to the next level.
Join us as we take our Digital Marketing panel discussions on the road! If you are interested in sponsoring or donating to our cause contact
Kiera McKibbens
trendymii@gmail.com
Eye Care Marketing From Buy One Get One Free to Marketing 5.0.pptxOptical Forum
Presentation Title
Eye Care Marketing: from “Buy One Get One” to Marketing 5.0
Overview
BOGOF or simply put BOGO which are the acronyms for “Buy One Get One Free”, is one of the world’s oldest promotional techniques. It is simple and popular however today’s businesses need to progressively gamify their promotions to stand out against mediocrity and thrive in the modern professional landscape. In this lecture we will discuss with participants marketing in eye care from Marketing 1.0 to Marketing 5.0 and show some of the ideas throughout history as well as the latest ideas that distinguish this field. In the fifty minutes’ session we will also highlight additional required and optional skills to master and succeed in building competitive advantage and sustainable growth using effective eye care marketing strategies.
Presenter
Dr. Gilbert Nacouzi
Biography
Dr. Gilbert Nacouzi
Is an Optometrist by trade and did research in Entrepreneurship.
After completing his Bachelor's Degree in Optometry he studied strategy at Harvard Business School, Boston, USA
An MBA, Master of Business Administration with a concentration in Healthcare Management at Marylhurst University at Portland, Oregon USA
A DBA, Doctorate of Business Administration, and research in Business Administration, at Columbia Southern University, Orange Beach Alabama, USA.
Doctor Nacouzi has more than two decades of experience in working in the retail industry and building healthcare and eye care business models. He is the owner of Optic Nacouzi and he serves as Editor in Chief at Optical Forum Flipbook Magazine.
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
This document discusses developing brands through strategic brand language, mission statements, visual design, understanding target consumers, and product/market positioning. It provides Nike as an example of connecting strategy, creativity, and the consumer experience to build an emotional brand. The document emphasizes designing for the total consumer experience, conducting research, developing brand narratives, and managing brand differences over time.
Oversaw the creation of, and contributed to TMW Unlimited's second annual Strategy Department document 'Viewpoint'. A collection of thought pieces covering a range of important topics relevant to us as marketeers and our clients as brand owners. It observes trends, analyses what it means and recommends actions to fully capitalise on them. This year we explored the themes of 1) Cultural Pluralism 2) Diversity within Advertising 3) Retail Innovation 4) Automation revolution 5) Gen Z and Luxury and 6) Social Live Streaming.
A 2017 trends document created collectively by the Planning department at TMW Unlimited. I oversaw the production of the piece and co-authored two of the six thought pieces around the areas of 1) Automation and 2) Diversity
In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next
Change Knowledge: Are you ready for tomorrow's consumer?Lighthouse CEE
Presentation for the Central European University in Budapest on the 26th of March 2010.
Change Knowledge and it's implications & applications for brands and business in Russia & Denmark.
Lighthouse CEE corporate profile, client offer and case studies. More informatiion about Lighthouse CEE at: http://www.lighthouse-cee.com
We are proud to announce our thirteenth Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
The document discusses how place and experience impact neighborhood revitalization, with a focus on the current state of retail. It summarizes that (1) many retail stores closed in 2017, leaving over 1 billion square feet of retail space needing repurposing; (2) the purpose and types of retail are changing to meet consumer needs; and (3) successful mixed-use developments with placemaking elements that create a sense of community can boost both retail performance and nearby office rents.
Glossier is an American beauty brand that plans to expand to Australia by offering an exclusive self-tanner product for the Australian market. Keys to success include offering quality products at competitive prices, an exclusive product, and unique in-store experiences. Glossier's philosophy focuses on natural beauty and making skincare practical. The Australian beauty market is growing, particularly in skincare, and Australian consumers value innovative, affordable products and in-store experiences.
2. Investor
Presentation 2
Contents
1. Introduction
2. Why Project Starshop?
3. What’s in it for you?
4. Starshop Organization
5. Financial Information
6. Timing and Next Steps
“…feeling and sensuality,
mood and emotion are the things that matter most
in our relationship with buildings and interiors…”
ILSE CRAWFORD, author, editor, designer and teacher
Quoted in Vogue Living Australia Nov/Dec 2007
3. Investor
Presentation 3
Introduction
• We are here to present a business plan: PROJECT STARSHOP
• We have outlined our strategies and thoughts regarding the
development and implementation of the PROJECT STARSHOP
concept for a global launch of this concept with a particular
focus initially in the United States.
• The United States market presents us with a perfect green field
as there really is no branded place such as PROJECT
STARSHOP in this market today. Because of this, we are very
excited and confident that PROJECT STARSHOP will become
one of the America’s preeminent home fashion retailers within
five years.
3
4. Investor
Presentation 4
Starshop’s Business Proposition
Starshop is a home-fashion / lifestyle concept
inspired by a European perspective of global style
expressed emotionally through home furnishings &
accessories focused on unique colour, texture and
fabric combinations showcasing a variety of moods.
Initially distributed through primary & secondary US
markets and located at upscale lifestyle centres.
The concept will be emotionally showcased by
creatively designed retail [and online] environments
and supported by a significant e-commerce capability.
5. Investor
Presentation 5
Founding partners for Project Starshop
Charles Schlaeppi
Chairman and
Chief Executive
Officer
Johne Albanese
President and
Chief Operating
Officer
Reg Anderson
Vice-President,
Retail Operations
and Store
Development
Stephanie Sink
Vice-President,
Merchandising
and Product
Styling
6. Investor
Presentation 10
Vision Statement
“We aspire to be the United State’s and ultimately, the
world’s most stylish and innovative home fashion
destination by providing superior product selection,
unique and eclectic styling ideas, and an environment
that gives consumers permission to create their own
sense of who they are inside their homes. Through
such, we will provide superior sales and profit growth for
our stakeholders.”
7. Investor
Presentation 11
Code is a multi-cultural team of branding professionals
with experience in building global lifestyle brands
8. Investor
Presentation 12
Code’s commitment to Project Starshop
“Starshop is a rare opportunity: one that promises to re-
define a category by infusing the powerful cultural
influence and emotional pervasiveness of the world of
fashion into home furnishings and accessories.
We at Code see this opportunity in terms of creating a
breakthrough brand idea. We believe it’s attractive
enough to take an equity stake and engage in
partnership to help build this brand. We’re truly excited
to be part of the Starshop initiative and are committed to
bringing this brand to life.”
Nic Paul & Dominic Mason
[Partners] CODE Branding & Design
9. Investor
Presentation 13
Contents
1. Introduction
2. Why Project Starshop?
A. Market opportunity
B. Project Starshop Concept
3. What’s in it for you?
4. Starshop Organization
5. Financial Information
6. Timing and Next Steps
“…to be the United State’s and ultimately,
the world’s most stylish and innovative
home fashion destination…”
OUR VISION
10. Investor
Presentation 14
Source: Furniture Trends for the 21st
Century, USA Today March 2000
Americans need a refuge from the pressures and stress of
their complicated lives and are spending more time at home
because that's where we feel secure and comfortable.
As a result, we are taking extra time to make our homes
places where we are happy to live and entertain.”
- Catherine Bailley Dunne
Author, Interior Designing for All Five Senses
11. Investor
Presentation 15
Sources: Furniture Trends for the 21st
Century, USA Today March 2000 www.furniturestyle.com; Trend Watch;
Bob Benson, Trends in Furniture, 2006, Founder, www.kitchen-furniture.info
Key trends: consumers look to home as an expression and
extension of who they are and their lives
• People are looking for a personal connection
with their home products. They want a product
that looks as though human hands have
touched it and have “stories” to tell.
• The furnishings in our homes are becoming
‘collections of our lives.'
• Today's trend about furniture is a simple one.
The desire of “being yourself” has taken
dominance over being purely driven by fickle
trends. If you like it, buy it. If you don't, don't
buy it.
12. Investor
Presentation 16
Emotional connection key to long-term recognition and
success
“Human beings are powered by emotion, not by
reason. […]The essential difference between emotion
and reason is that emotion leads to action while
reason leads to conclusions”
Kevin Roberts, CEO Worldwide, Saatchi and Saatchi
13. Investor
Presentation 17
Source: Euromonitor Country Sector Briefing, Home Furnishings, USA, 2007
Datamonitor United States Home Furnishings, 2004
Key trends: Fashion and furniture are no longer
separate
• Analysts believe that products in
fashionable colors and textures are
essential to reach women with high
spending power as they keep up
with fashion trends.
• Fashionable home colors of the new
millennium will continue to be those
that are in sync with what are being
displayed on catwalk runways.
14. Investor
Presentation 18
Source: Euromonitor Country Sector Briefing, Home Furnishings, USA, 2007
Datamonitor United States Home Furnishings, 2004
Key trends: Exposure to multiple cultures is part of Gen Y’s lifestyle
• Younger consumers (Gen Y) are gaining
importance.
• The most successful companies will be those
that offer products and a buying experience
that meet the needs of this group that grew up
in a multi-cultural America.
15. Investor
Presentation 19
Source: Bob Benson, Trends in Furniture, 2006, Founder, www.kitchen-furniture.info
Key trends: Changing definition of luxury and indulgence
• Luxury used to be defined by degree of opulence and decadence.
They may be appealing, but they are losing traction.
• Nowadays, consumers are paying not only for craftsmanship and
quality, but maybe more importantly, for experiences and a sense of
adventure as part of the benefits they expect from brands.
17. Investor
Presentation 21
However all in all, an overview of competitor brands reveals generic
descriptors, lack of differentiation and emotional connection
Brand Themes Collection
s
Inspiration Sub-
Brands
Initiatives Others
Primary Secondary
Robb& Stucky Contemporary
Elegance
Affluence &
Luxury
Contemporary,
Relaxed &
Gracious
Luxury & Fashion Interior Design Kitchen Aid
centers
Room & Board Contemporary
Minimalism
Clean, Classic,
Simple
No discount
policy
Roche Bobois French Style &
Design
Creativity Contemporary,
Travel, Provincial
French
Mediterranean
Natuzzi Italian Style &
Design
Contemporary
Minimalist
Italian
Mediterranean
Ethan Allen Contemporary
Elegance, Classic
Beautiful Living Interior
Decoration &
Consultation
Linge Roset Creativity &
Beauty
Wit Art & Design
Bo Concept Urban Chic Minimalist
Crate & Barrel Contemporary +
Simple & Twist
No-frills Trends & world
inspired
CB2, Land Of
Nod
Thomasville Craftsmanship &
Heritage
Classic Elegance Style & film icons Tips on home
furnishing
Flamant Casual Elegance,
Nostalgia
Discrete Luxury Old-world
sophistication
Pottery Barn Warm, Cosy,
Well-Appointedth
Timelessness Pottery Bard Kids Ideas for interiors
Kreiss Exclusive Family Ranges named
after places
World inspired,
Classic Styling
Ask Michael
Kreiss
Baker Enduring Style Craftsmanship,
Heritage
Ralph Lauren Class, Opulence Elegance St. Germain,
Noble Estate,
Modern
Chairman
Lifestyle [RL] &
Fashion
18. Investor
Presentation 22
Differences between what consumers want and what
furniture brands are offering could be one of the reason
for the conservative growth of 4% per annum
Source: Euromonitor Country Sector Briefing, Home Furnishings, USA, 2007
million
19. Investor
Presentation 24
Learning from the fashion category that is rich with emotional
meaning
The vast majority of the population
consumes and shops with their mind
and emotions. They look for a rational
reason and then take an emotional
decision.
Before seeing something in detail,
you have a sense of what it is. Before
understanding, you feel.
Hence the importance of a ‘story.’ Celebrity
endorsements are successful because
consumers already have a ‘history’ with the
stars, and think of the brand as a
personification of the star.
Similarly the importance of designers behind
the brands. John Galliano is as much a
brand as Christian Dior – the house he
designs for.
20. Investor
Presentation 25
‘In celebrating fashion,
we celebrate our culture;
we celebrate our spirit;
we celebrate ourselves.’
National Geographic Fashion. Cathy Newman
22. Investor
Presentation 34
The accessibility of fashion: Price is irrelevant to style
Sharon Stone wearing a
GAP t-shirt with Valentino
and Armani at the Oscars
heralded the idea that price
is irrelevant to style
Designers from Vera Wang to
Isaac Mizrahi now introducing
low-budget lines to
accommodate more clients
23. Investor
Presentation 35
‘Fashion has created a
vast potpourri of styles
from which to select.
Refreshingly, this gives a
green light to the mixing of
all kinds of garments:
chain store, couture,
secondhand, brand new,
occupational and “ethnic.’
‘The Fashion of Fashion’ - Valerie
Mendez
The accessibility of fashion gives
birth to a myriad of individual
expressions of style
24. Investor
Presentation 36
Consumers are inspired by different cultural identities
John Galliano of Christian
Dior often combines
cultures, using Arabic and
Asian textiles to depict folk
art in his clothes.
Eastern-heritage
designers like Anna Sui
and Vivienne Tam are
successful in the West,
designing clothes with
touches of Asia
Consumers are
becoming more well-
traveled and their
homes reflect their
travel experiences
26. Investor
Presentation 41
Target market
Target Segments Profile Reference brands
Projected global
perspective
Post baby Boomers
Own home in the suburbs,
2 cars, full-time
established professionals,
teenage children
Kreiss, Ethan Allen,
Banana Republic,
Thomasville, Natuzzi,
Baker, Robb & Stucky,
Brooks Brothers
Aware of global affairs and
issues. Probably have not
traveled extensively, but
take a broad outlook on
life.
Generation X
Have an apartment, semi-
detached house, young
family, stable
professionals, possibly
working from home
Banana Republic,
Anthropologie, Room &
Board, Pottery Barn, Z-
Gallery, Ethan Allen, Ikea
Informed perspective,
possibly from a
professional role
Generation Y
Fresh graduates, on the
first step of their career,
renting apartments,
internet-savvy, avid
magazine readers
Crate & Barrel, Pottery
Barn, Ikea, Gap,
Abercrombie & Fitch
Interested in humanity.
Most likely to travel.
27. Investor
Presentation 42
The emotional profile of our target segments: “Resolver”
• Consciously desires self-
growth. Accepts personal
skills and competencies and
uses them actively… is
responsive to communities
that provide opportunity for
self-growth.
(Cote & Levine)
• Actively engage themselves
in developing their identity,
intellect & emotional maturity
in their interests.
• This involves learning about
the world and going out in
the world to actualize their
abilities.
• They yearn to grow, and
desire to reach their
potential.
39. Investor
Presentation 54
Eclecticism
Living big is less about
tradition and conformity,
but about discovery and
freedom of expression.
Diverse influences co-
exist in the same setting
[e.g. elegance and
informality].
40. Investor
Presentation 55
Innovative ideas
Living big means daring to try
something different.
Borrowing materials from the category
of fashion (& beyond) to innovate and
create a sense of adventure.
41. Investor
Presentation 56
Imagination
Living big is about daring to
dream.
The painted plant is an
extension of a real-life plant on
display in the retail environment.
The same motif is extended as a
pattern on products and
accessories
42. Investor
Presentation 63
The spirit of “Living Big” is expressed through our “moods”
to capture the trade’s business & consumers’ imagination
‘Parisian’
‘New Classic’
‘Mediterranean Vineyard’
‘Warehouse Loft’
‘Bohemian’
‘Spring Mist’
‘Simple Chic’
43. Investor
Presentation 71
Target : 40% of the market, largely in the mid-high segment, aptly
called the “New Luxury” segment.
High / Luxury
Mid – Mid High
Mass-Mid
Starshop
44. Investor
Presentation 72
Goal & Objective
Our ultimate goal will be to have approximately 75 to
100 free standing retail stores, primarily under licensing
arrangements with existing home furnishings retailers,
as well as 125 to 200 in-store galleries by the end of
calendar 2012.
This will be accomplished by offering an excellent
product (the concept itself), the very best employees on
the corporate team, strong marketing efforts, healthy
retail partners, and a very loyal consumer following.
45. Investor
Presentation 73
A&P Activities – illustrative ideas focus on ‘guerilla
marketing’ activity : high potential impact at low cost
Public relations
& media
EnvironmentsEvents Rituals
Merchandising Service
Delivery
Sponsoring a
Cause
Others
46. Investor
Presentation 74
Illustrative ideas leverage the visual language of the
products and activate the idea of ‘living big’
Creating
inspirational
displays from
merchandise:
amalgamating
different
accessories to
form a typical
object like a
lampshade, for
example.
Using large-
scale textiles
as banners
within a retail
environment
and in an
outdoor
environment
like a street or
for an event.
Sponsoring a
fleet of
vehicles to
target a retail
or residential
location,
demonstrating
high-impact
visual assets.
Creating a
series of
individually-
designed
pieces by
celebrities for a
auction at a
charity fund
raising event
Bringing the
brand into the
world of high
fashion.
Limited edition
fashion
accessories
using the
textiles and
materials from
the Starshop
range. Holding
a fashion-
related event
like a catwalk
show, again
leveraging the
styles and
shapes from
the product
range
47. Investor
Presentation 76
To be inserted by the Starshop team
1. Distribution
2. Franchise System and Support
3. E-Commerce
48. Investor
Presentation 77
Financial
• Financial Objectives
• To achieve a Revenue of US$ 88,813 Mio by Year 5
• To achieve a NPBT of US$ 8,380 Mio by Year 5
• To achieve a return on Sales of 9.4 % by Year 5
• To be profitable in Year 2
• To be Cash Flow positive in Year 2
49. Investor
Presentation 78
Financials
• Assumptions
• To have 51 Retail Stores by Year 5
• Store Revenue based on US$ 400 per sq.ft. to be achieved 6 months after store
opening
• 25 % of Store Sales will be accessories
• E-commerce sales to account for 20 % of overall sales from Year 3
• Gross Profit Margins to decrease over 5 years due to lower margins for E-
Commerce
• Staff level to increase to16 gradually over 5 years
• Most services to be outsourced, e.g. Accounting, Legal, IT support, Designers,
Store Designer, E-Commerce, Website, Advertising
• Credit Terms to Retailers: 30 days, E-Commerce to consumers: Credit Card
• Credit Terms from Suppliers: 30 – 60 days
• Starshop to share 50 % of investment into first 3 stores with additional
investments into more stores in the following years
• Depreciation over 3 years for all investments
• Bad Debt Provision of US$ 1,075 Mio by Year 5 or 7.2 % of A/R’s
50. Investor
Presentation 79
Financials
• Profit and Loss 5 Year Forecast
• To show the summary sheet only for the period of 5
years including the start up phase.
• Total Sales
• Total Cost of Sales
• Gross Profit
• Gross Profit Margin %
• Expenses
• Net Profit
• % of Revenue
51. Investor
Presentation 80
Financials
• Cash Flow 5 Year Forecast
• To show the summary sheet only for the 5 year
period including the start up phase
• Total Cash Inflow (Stores)
• Total Cash Outflow (Purchases)
• Net Cash Inflow
• Cash Outflow from Operations (Expenses)
• Cash Outflow from Capex
• Net Opening Balance
• Net Cash Inflow/Outflow
• Net Closing Balance
53. Investor
Presentation 82
Financials
• Cash Requirements and Timing
• Based on the Cash Flow, to show the capital that
needs to be injected and the time when these
amounts are required. We should obtain US$ 3.0 Mio
and show at any point in time a positive cash balance
and equity position.
54. Investor
Presentation 83
Financials
• Pay Back / ROI
• To have two slides, i.e. one that is targeted at
furniture manufacturer and the other at venture
capitalist.
• Venture Capitalist
• To show the Net Profit Development for 5 years
including the start up phase.
• To show the Net Disbursement for every year for the
30 % equity to investors.
• This would show the Pay Back in number of years as
well as the ROI on the investment of 3 Mio.
55. Investor
Presentation 84
Financials
• Pay Back / ROI
• To have two slides, i.e. one that is targeted at
furniture manufacturer and the other at venture
capitalist.
• Furniture Manufacturers
• To add the profit furniture manufacturers would make
by selling products to Starshop. Assumption is a 5 %
profit on Cost of Sales for Furniture and accessories
sales but without E-Commerce sales. This would
reduce the Pay back period and increase the ROI.
56. Investor
Presentation 85
Financials
• Share Value/Share Holdings
• Share Value will be 10 $ per share initially
• A total of 1 Mio shares will be issued
• A total of 30 % will be sold to investors
• A total of US$ 3 Mio will be required
• Based on the forecasted revenue after 5 years of 88 Mio, we
estimate the value of the company and the value of the brand to
be 1 time revenue, i.e. approx 90 Mio
• OR
• Based on the estimated Net Profit of US$ 8,8 Mio after 5 years,
we estimate a P/E of 10, i.e. approx 90 Mio.
• In Year 5, a 30 % equity stake would be worth approx .30 Mio.
58. Investor
Presentation 87
Contents
1. Introduction
2. Why Project Starshop?
3. What’s in it for you?
4. Starshop Organization
5. Financial Information
6. Timing and Next Steps
“…insert a quote from financial summary…”
60. Investor
Presentation 89
Contents
1. Introduction
2. Why Project Starshop?
3. What’s in it for you?
4. Starshop Organization:
A. Organization chart, headcount, responsibilities
B. Suppliers (type etc.) and working relationship
C. Logistics
D. Outsourced services
E. Legal
F. E-Commerce
5. Financial Information
6. Timing and Next Steps
“…75 to 100 free standing retail stores,
primarily under licensing arrangements…
as well as 125 to 200 in-store galleries
by the end of calendar 2012…”
OUR OBJECTIVE
61. Investor
Presentation 90
Initial Organization
Charles Schlaeppi
Chairman, CEO
Johne Albanese
President, COO
Reg Anderson
VP – Retail Operations/Store Development
Stephanie Sink
VP – Visual Merchandising/Product Styling
Lucy Schlaeppi
Director of Customer Service/Retail Support
62. Investor
Presentation 91
Organization @ 18 Months
Charles Schlaeppi
Chairman, CEO
Johne Albanese
President, COO
Reg Anderson
VP – Retail Operations/Store Development
Stephanie Sink
VP – Visual Merchandising/Product Styling
Lucy Schlaeppi
Director of Customer Service/Retail Support
Global Buyer - Furnishings
Customer Service Manager
Retail Trainer
Admin Assistant
63. Investor
Presentation 94
Supporting services for retail licensees
• Real estate location assistance
• Complete interior design services including all interior plans and
elevations
• Complete exterior signage package
• Complete interior signage and POP package
• All merchandise (furniture/accessories/etc.)
• Complete operational and sales training system
• Store Operating System
• Complete Grand Opening and Ongoing marketing/advertising package
• Quarterly updated planagrams
• Quarterly operational assessments
• HR Support
• Financial planning toolkit
• And much, much more!
64. Investor
Presentation 95
Contents
1. Introduction
2. Why Project Starshop?
3. What’s in it for you?
4. Starshop Organization
5. Financial Information:
A. Assumptions: Financial and Non-Financial
B. Profit and Loss 5 Year Forecast
C. Cash Flow 5 Year Forecast
D. Capex Plans
E. Cash Requirements and timing
F. Share Value
G. Shareholdings
H. Payback calculation
I. ‘In-Stock’ furniture
6. Timing and Next Steps
“…Insert quote from financial summary…”
66. Investor
Presentation 97
Contents
1. Introduction
2. Why Project Starshop?
3. What’s in it for you?
4. Stashop Organization
5. Financial Information
6. Timing and Next Steps
“…Insert quote from financial summary…”
Singapore-based strategic branding company
Founding partners having a combination of 30 years experience
Building strong brands in the furniture, hospitality, luxury goods and service sectors
Believe that brands become powerful when connected to cultural and emotional forces and meanings
Furniture is no longer about functional utility
Just like how fashion has evolved, furniture has become a tool of personal expressions and identity
It’s not just the industry that’s changing, but also the consumers
Gen Y will in a short time be the growth driver for the home furnishings industry
Much more informed, much more savvy and much more exposed.
Consumers are paying premium not just for functional quality and attributes, but for the emotional benefits, experiences and associations.
They are all describing their products and offerings in a similar fashion
A potential source of differentiation is where we get our inspiration from (we need to go beyond world-inspired)
Fashion brands are powerful story-tellers
Fashion is inherently about expressing one’s identity, culture and ideals
Globalization has been said to suppress “local cultures” and leading to uniform trends in fashion across the world, but is also said to promote new and complex identities
Boutique hotels like Ian Schrager’s hotels
W hotels
Aman Resorts
Hempel
Target’s collaboration with celebrities and designer brands
There is no longer standard terminology or categories that define styles
While Gen X and Y are increasing in importance, currently post baby boomers still make the larger part of spending
Established findings well-documented in psychology publications and journals
The following slides are not showing you specific visuals of our products/services or advertising
They are concept boards to capture what the brand will mean to consumers
This and the following slides aim to provide an idea of how the ‘living big’ concept might appear like in terms of products and retail merchandising / experience
The visuals are illustrative in nature.
They are not intended to be actual furniture designs or retail environments.
Their role is to convey a feeling, an emotion.
Inspired by long-standing French sensibilities for elegance and appreciation for arts and heritage.
A celebration of French elegance by balancing ornate details and antique finishings with fresher hues.
Infusing fresh energies into yesterday’s beauty
Just like the color black and white, just like how we all remember Jackie Kennedy looked like, New Classic is a style that never goes out of trend
Live the balmy Mediterranean lifestyle anywhere in the world
Richly characterized by warm tones and textures of wood, fabric and leather
A space that speaks of being at ease, being comfortable with who you are
Just like your well-worn jeans, Warehouse Loft is an open, fluid and flexible ambience – a personal space of informality and ease – one that mirrors you and your life stories.
Interplay of seemingly contrasting patterns, colors and shapes that invoke a sense of aesthetic adventure and vibrancy
Each piece has its own story and inspiration that add layers and textures to your living space
Bringing to life every girl’s dream of living like a princess.
Elegant pieces of furniture in fresh colors allows you to live that childhood dream of becoming a princess, complete with that touch of glamor.
The mood for individuals that celebrates the idea of quality above quantity.
Finesse in details and quality construction for those with discerning eye and taste.
Low-cost innovative marketing
Drive awareness, arouse curiosity, engage in a manner that is non-traditional for furniture brands
Installation arts, large displays, outdoor events, consumer engagements, traveling exhibitions
Collaborative approach with consumers
Engaging inspiring creative individuals to co-produce/co-design products for charity fund-raising
Cause marketing with relevant causes: celebrate life, e.g. the movie Pay It Forward
Web-based exposures: blogs, global culture, designs, popular cultures, personal expressions…