In this time of uncertainty and distress, one Kansas City company is providing a remarkable example of how to produce what their customers need when they need it.
As the looming threat of the coronavirus (COVID-19) began to sink in, store shelves were emptied of hand sanitizers and disinfectants by panicked consumers stocking up for the duration of the crisis. The initial rush on disinfecting products left many people, including some of the most vulnerable to illness, unable to find what they needed to keep themselves safe and healthy. Consumers didn’t know where to turn. Continue Reading
The run-up to the 2020 Presidential elections is well underway and a wide field of Democratic candidates are competing for the party nomination. After several debates and months on the campaign trail, the first big moment of primary season is fast approaching – the 2020 Iowa caucuses. As the Des Moines Register reported this summer, the candidates’ campaign stops and events in Iowa alone surpassed 1,000 in August and are expected to reach nearly 3,000 by February, when voting will take place.
For me this prompts a question: in today’s digital world, why are candidates flocking to Iowa to make a record number of personal appearances? With massive media budgets and social media staff at their fingertips, the sheer commitment in dollars and man-hours from candidates speaks to one vital goal – building trust. Continue Reading
Our recent exploration of sustainability initiatives in the fast fashion industry raised one big question: faced with increasing consumer demands, how can brands make big changes without compromising their identity? For the fast fashion space, this is a tricky proposition – after all, their identity is built on providing clothing that is trendy and disposable. When consumers decide they want to support sustainable brands, how can the giants of fast fashion (or any industry) make those necessary shifts?
Incremental change is the safest approach, but when consumers are clamoring for something new, they expect brands to act quickly. The issue of sustainability is particularly time-sensitive, as reports continually surface about the environmental damage caused by industries including fashion. The change process isn’t easy, but consumers are ready to reward the brands that take the lead. Continue Reading
The fast fashion model is built on trendy, cheaply made pieces that are only meant to last through a few seasons before being retired or forgotten. As a result, unprecedented amounts of clothing are ending up in landfills (or on bonfires) after being worn once or twice. We recently examined fast fashion brand Zara’s new sustainability goals, noting that while it’s encouraging to see a major brand step forward to start a conversation about sustainability and environmental impact, these goals will require enormous change within the fashion industry as a whole.
Faced with the need to make monumental changes, where do consumers and the fashion industry begin?
Research shows that consumers, especially younger buyers, favor brands that have a track record of sustainability. As a result, leaders in many industries are moving in a more environmentally and socially conscious direction. However, sustainability is a complex goal.
Depending on your business, sustainability initiatives can encompass everything from updating facilities to be greener, examining ingredients used in manufacturing and analyzing supply chain practices to considering how products are packaged and shipped. True sustainability usually requires major structural change.
Visual branding depends on consistency. Emerging businesses go to great lengths to develop a compelling, unique logo – from the design to the font and the colors – and to represent it uniformly across multiple platforms and types of use. After all, brand recognition is vital and can’t be achieved without visibility and consistency.
That’s why it was surprising to see that one of the most recognized brand logos in the apparel market was diversifying. However, Lacoste’s decision to mix it up and stray from its iconic green crocodile logo has actually created more visibility, and not just for the brand. Continue Reading
There’s something special happening in Kansas City’s Berkley Riverfront Park. Bar K Dog Bar, which opened last August, is revitalizing the area by serving a unique intersection of consumer interests. The primary attraction is a “state of the art” dog park overseen by dog-care professionals, which draws dog owners from across the metropolitan area. But what separates Bar K from other dog parks is the inclusion of a restaurant, bar, and coffee shop where customers can relax and connect while their pups play nearby. Continue Reading