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Sophie Brandreth

How the free-sheet market is outsmarting its paid-for rivals. The latest ABC figures show that the magazine market is having a tough time.

How the free-sheet market is outsmarting its paid-for rivals

UK magazines saw their circulations fall by an average of 5.3% in the first half of 2015, while newspaper sales declined 7.6% year on year between March 2014 and March 2015. How to Create an Effective Business Marketing Plan. . / Credit: Marketing Image via Shutterstock A marketing plan may not be at the top of every new business owner's to-do list, but it should be. While a business plan helps map the direction for your company, a marketing plan helps your company understand how to get there by detailing important steps on the road to creating customer relationships. "The single most important thing for a small business to include in its marketing plan is a very clear understanding of its customers and its competitors," said Robert Thomas, professor of marketing at the McDonough School of Business at Georgetown University. Targeting the baby boomers. As the youngest of the ‘baby boomer’ generation reach 50 this year, new research seen exclusively by Marketing Week reveals that this age group feels excluded by brands and misrepresented in advertising.

Targeting the baby boomers

Data from the Office of National Statistics shows that there are 22 million people aged 50 and over in the UK, approximately a third of the total population, so are brands missing out on market share by ignoring the baby boomers? A study commissioned by High50 – a global community and website for people over the age of 50 edited by former i and London Live editorial head Stefano Hatfield – suggests they are.

It reveals that only 4 per cent of people in this age group feel advertising is aimed at them. The survey of 1,305 people, conducted by Research Now, also finds that only 11 per cent feel brands are interested in them, while one person in five feels completely excluded by marketing. Customers want personalised content and data-driven commerce. Digital has changed everything in today’s world of online commerce.

Customers want personalised content and data-driven commerce

Personalisation of digital experiences is no longer an extra, but an expectation. If a customer has visited your site once, they expect you to recognise them on subsequent visits and they expect a tailored experience. A study by Janrain showed that the majority of consumers – 75 per cent – like it when brands personalise messaging and offers. Personalisation is a win-win; customers are presented with what they want to see, and in turn they’re more apt to have higher conversion rates and greater satisfaction. In fact, O2’s study The Rise of Me-tail shows that adding personalisation to a shopping experience could lift sales by 7.8 per cent. Contextualisation – knowing your customer’s interests, behaviour and content preferences across all channels – is a more thoughtful and comprehensive approach to personalisation that is quickly becoming a key component of the customer experience. We must stop ignoring the over-50s. Four trends changing the definition of luxury.

The partnership between tech giant Apple and fashion powerhouse Hermès on a special-edition Apple Watch is a clear indication that the luxury market is evolving.

Four trends changing the definition of luxury

The association helps Hermès remain at the cutting edge of luxury but perhaps more significantly, according to Marketing Week columnist Mark Ritson, it is a strong signal that Apple now sees itself as luxury brand. “Look at Apple’s price point. Look at their visual merchandising. Look at their creative directors. Mark Ritson: Millennials are out; blah blahs are your next target group. Twitter might be struggling at present as a corporate entity, but it still occasionally provides outstanding moments of quality social media.

Mark Ritson: Millennials are out; blah blahs are your next target group

And by that I do not mean return on investment or conversations between customers and wood adhesives. Department Stores in the UK Market Research. Industry Analysis & Industry Trends Despite strong competition from online-only retailers, volatile trading conditions and widespread discounting the department store industry has performed relatively well, recording growth in each of the past four years.

Department Stores in the UK Market Research

At the start of the five years through 2015-16, the industry had to contend with the lingering effects of the economic downturn. However, the industry as a whole continued to grow throughout this period. Consumer confidence rebounded and economic conditions improved strongly from 2013-14 onwards, much to the benefit of department stores. Why it's time to turn back the clock on Baby Boomers. It seems that not a day goes by without someone announcing some new technique for reaching what has quickly become the most examined and analyzed cohort in consumer marketing: Millennials.

Why it's time to turn back the clock on Baby Boomers

Considering our industry’s fascination with Millennials, you would think that they account for the majority of consumer spending. But that distinction is held by another group: Baby Boomers. As a consumer segment, Baby Boomers (born between 1946 and 1964) should be a marketer's dream. As the largest U.S. demographic, they own 77% of discretionary wealth, represent 25% of the consumer landscape and account for 60% of consumer spending. Reared amid the post-war economic boom, this generation virtually defined consumerism. Targeting the baby boomers. Euromonitor International - Log in. New age of opportunity. Will Mass Customisation Work For Fashion? LONDON, United Kingdom — Ours is a customisable world.

Will Mass Customisation Work For Fashion?

From Spotify playlists to sandwiches, we routinely custom-build things according to our individual tastes and requirements. Indeed, in industries as diverse as window manufacturing and personal computers, it is now the norm for companies to tailor individual products to the needs of individual customers. In footwear, Nike and Converse have built popular ‘mass customisation’ services, which allow customers to participate in the design of their products, which are then built to order in large-scale factories, blending the benefits of traditional craft production with the efficiencies of modern industrial processes.

Forbes Welcome. Bespoke clothes take over as the real fashion luxury. As the month-long circus of designer catwalk shows drew to an end last week, and the world's boutique buyers closed their order books with the big fashion houses of New York, London, Milan and Paris, a quiet revolution has been taking place among the style cognoscenti, who have been placing their own advance orders for their wardrobes.

Bespoke clothes take over as the real fashion luxury

The smart money is being placed on a more discerning way of buying clothes, with bespoke garments rapidly becoming the most coveted pieces. Made to Measure: something for the weekend at Harrods. Harrods is a retail environment well-versed in the ways of handsome fine style, but from this weekend onwards it gets set to take that concept up a notch lapel with the launch of Harrods Made to Measure.

Made to Measure: something for the weekend at Harrods

The store has always offered well-heeled gentlemen a bespoke tailoring service, nipping and tucking the pinstripes of its designers from Dolce & Gabbana to Brunello Cucinelli, but this month sees a series of weekends solely devoted to polishing and perfecting the cut of your sleeve or break in your trousers. Harrods Celebrates Menswear With Cover To Cover Campaign. It’s a much trumpeted fact that the menswear market is gaining ground on the fairer sex. But actions speak louder than stats. And there are few more thunderous voices in the world of British fashion than Harrods. Which is why the department store’s decision to dedicate the heart of Knightsbridge to all things menswear for a month is a statement more impressive than any spreadsheet. Harrods Presents Made To Measure. With a new season comes a new wardrobe and at Harrods, we’re getting ready for a style refresh.

If you’re in need of inspiration, make sure you don’t miss our Made To Measure weekend taking place in-store from Friday 2nd until Sunday 4th October in Menswear on the Ground and Lower Ground Floor of Harrods, Knightsbridge. Featuring an impeccable line-up of designer menswear brands, including Alexander McQueen, Gieves & Hawkes, Etro, Corneliani, Brioni, Gucci and many more, this is the ultimate customisation event. Cover to Cover. A Concession Agreement for You 2015 4266870 1. Iris Apfel is the new brand ambassador for Citroen's DS. Mintvelvet Interview Brand Expansion Founders Interview. 15 December 2014 Lauren Milligan MINT VELVET may not yet have reached the wardrobes of every woman, but for many its wares are as indispensable as a crisp white shirt or a pair of comfortable blue jeans. The brand trades from concessions within major department stores, and from standalones in select cities from Chiswick to Edinburgh - as well as from its simple, easy-to-shop website - and is growing by the minute, with new stores slated on high-traffic shopping streets across the country.

"The business is set to continue growing in the UK and we are planning to open about 10 further boutiques over next few years, and will start to look at international opportunities in 2015," Liz Houghton, co-founder and CEO of the brand told us. "The website continues to grow, as online becomes increasingly important, with exciting new developments helping our customer shop with ease, and put looks together. Shop the latest collection at Mintvelvet.co.uk. Giorgio Armani Debuts Second 'New Normal' Ad Campaign. The first 50+ Fashion Week: A catwalk show designed for stylish women who don’t want to be seen as ‘invisible’  Tailor Your Online Content Marketing to Multiple Generations. Empty Nester Career Resources : Business Women Over 50. This Chicago-area career conference is designed to offer resources to business women over 50 looking to reclaim their careers after their children have left home.

The intriguing annual conference was held at DePaul University in 2015. Grandma-Centered Social Networks : GaGa Sisterhood. The GaGa Sisterhood is a California-based community organization designed to be a social network for grandmothers. Playful Age-Celebrating Paperbacks : Better After 50. Boomer Running Groups : FAB 50. Color-Boosting Hair Products : naturally gray hair. Boomer Makeup Tutorials : Boomer Makeup. Featured on 50 and over style blog, une femme d'un certain age, this boomer makeup tutorial shows women how to get a fresh and flawless look that is ideal for a night out or a photoshoot.

Slip-Detecting Lightbulbs : senior monitoring. Jewelry-Inspired Wearables : Iris Apfel for Wisewear. Boomer Street Style Platforms : Boomer Street Style. Photographer Misja Beijers captures boomer street style shots for her Instagram page and accompanying style blog. Boomer Hair Care Collections : White Hot Hair. Senior-Friendly Meat Packaging : lunch meat packaging. Senior Video Chat Initiatives : counteract loneliness. Senior-Protecting Wearables : smartwatch for the elderly. Seductive Boomer Marketing : Boomer Marketing. Asked to synthesize. UNE - Academic Writing - Synthesising evidence.

Classically Mature Model Lookbooks : the row 2014. Refigural ~ fashion, art, and beauty refigured. Goertz: Virtual Shoe Store. Wonderbra: The Ad ‘Decoder’ App. Valin Custom Tailoring: Whatever your shape. H&M: LookNbook. Stylepit: Fashion for all kind. C&A: Magazine Facebook Like. 5 Ways to Build a Customer Adventure to Better Connect with Your Audience. 5 Social Media and Digital Marketing “Must Haves” for 2016. Joni Mitchell, the Original Folk-Goddess Muse. “The Boomer List” Bruce Weber Better Than Ever - Barneys New York Spring 15. Youthful Senior Models : Wang Deshun. 3D Body Scanning Pods : mPort. Coolhunting. Coolhunting. Coolhunting.

Coolhunting. Coolhunting. Topshop, Selfridges, John Lewis and more to bring London Fashion Week to Oxford Street stores. John Lewis collaborates with Bruce Oldfield. Bruce Oldfield, British Couturier, Collaborates With John Lewis – WWD. Kin by John Lewis Autumn 15 - a review - Midlife Chic. Mobile Service Plus for Seniors at $1 a Day. The Future Office Keeps Us Ambiently Attuned. Technology Addiction? The NoPhone Is Here to Help.

Rebooting the Black Tie Experience. Nifty-after-fifty. The Forecast Curated by Our Staff. Maxresdefault. MTI3MjU0NTk5NTEyOTIxMzYy. Image1. Jenny Kee. @beatrixost. Idiosyncratic Fashionistas. @saramaijewels. STYLE CRONE. Senior Style Bible. Linda Rodin (@lindaandwinks) Accidental Icon. @baddiewinkle. Coolhunting. Coolhunting. Coolhunting. Coolhunting.