Bricks to Clicks ~ New Retail Phenomenon

Posted on May 18, 2012 by Nick Hahn

Privileged to be an introductory Keynote Speaker at the recent International World Textile Organization‘s (IWTO) 81st Annual Congress, I was impressed as I watched speaker after speaker from all over the globe reemphasize the importance of their presence on Social Media, and its very critical role in their business planning.

Hosted for the first time in its 81 year history in the United States, WOOL IN THE CITY drew delegates from all over the world.  No matter the nationality, the theme was consistent throughout ~ Bricks to Clicks (the notion of customers ordering online or in the store, and then picking up their merchandise or having it delivered) is definitely the marketing wave of the future.

There is no doubt that retailing has changed dramatically in the past five years, and Apple is a prime example.  With an increase in sales per square foot of almost 50% in the past year, Apple is averaging $5,600 per square foot in sales, sometimes generating as much as ten times the revenue as similarly scaled stores such as Best Buy, Costco, Polo, Sam’s and others.  Their overall revenue growth of over 70% in the past year is also due, in large part, to their recognizing and aggressively developing their online presence through their website, Facebook, and other media.

As Facebook launches their IPO today with the investment community forecasting a generated value of $100 Billion, it is evident that the Bricks (offline) and the Clicks (online) are converging in an economic dance that will forever change the way we shop.  Once Facebook completes their IPO and the new capital begins to work its way into their operating budgets, we will see quantum leaps of innovation and creativity in this amazing new arena.

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Wild Fibers Champions The Campaign for Wool

Posted on May 17, 2012 by Nick Hahn

Linda Cortright, founder, editor, and publisher of Wild Fibers Magazine, might be one of the greatest fiber enthusiasts that it has ever been my pleasure to meet.  We were recently introduced at the 81st IWTO Congress in New York, WOOL IN THE CITY.  Linda not only runs a small herd of cashmere goats, but her quarterly magazine has been called the “National Geographic of the fiber world.”

Linda travels the world, from New Zealand to the Andes, from Kyrgyzstan to India and everywhere in between, looking to ‘create a bridge between all aspects of the fiber industry.’

In one of her newest ventures, she is going full throttle into The Campaign for Wool.  An initiative with HRH The Prince of Wales as its Patron, The Campaign for Wool is an enterprise that even Prince Charles felt passionately enough about to endeavor to reignite the importance of wool and other natural fibers throughout the world.

It was my privilege to be interviewed for the upcoming issue of Wild Fibers Magazine in which The Campaign for Wool will have a special section to promote not only wool, but fiber farmers on every hilltop and dale in the world.  Read more in this promo article for the upcoming edition of Wild Fibers.

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Wool in the City ~ Keynote Speaker for 81st Annual IWTO Congress

Posted on May 16, 2012 by Nick Hahn

For the first time in its history, the International Wool Textile Organization (IWTO) held its annual Congress in the United States in May of 2012.  The theme for the 81st IWTO Congress held in New York was WOOL IN THE CITY.

It was my honor to be an opening Keynote Speaker during these three days of information, updating, and forecasting of world textile trends, and the wonderful world of luxury fashion.  Addressing more than 600 delegates from around the globe at the best attended, most instructive IWTO Congress in recent memory, Social Media was a central theme for these wool growers and processors.

There is a growing phenomenon that it is neither brick-and-mortar stores nor online shopping that is shaping the future for worldwide retailers.  Rather, it is a convergence of the two, Brick to Clicks, where art and technology come together.

Organized by the American Sheep Industry Association (ASI), the 81st IWTO Congress paid homage to wool as a natural and vital component of the downstream industry’s sustainable agenda.

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Some Enchanted Evening – Loro Piana

Posted on May 15, 2012 by Nick Hahn

For over six generations, the name Loro Piana of Italy has been synonymous with an uncompromising commitment to quality.  As the world’s foremost cashmere manufacturer, their single aim is the pursuit of quality in defining craftsmanship and excellence for the world’s most discerning customers.

It was therefore my distinct honor last week to attend a spectacular ceremony at the stunning Metropolitan Club in New York to honor this year’s winner of the World Wool Record Challenge Cup.  It is a competition created over a decade ago to seek out the world’s finest wool, and takes place in New Zealand and Australia.  It unveils some of the world’s most superb and rarest wools.  The winner of the competition has their entire year’s harvest bought by Loro Piana, who hosted last week’s ceremony in a manner befitting this renowned clothier.  Known for their innovation and eminence, Loro Piana is the largest single buyer for the most excellent wool in the world, and manufactures the world’s premium luxury fabrics.  The winning bale will eventually be woven into 50 men’s suits with an approximate price of $28,000 each.

Pier Luigi Loro Piana presented Susanne Triplett, who breeds sheep on her 120-acre farm in Tumbarumba, New South Wales, Australia, with the World Record Bale Award for a bale of wool with fiber measuring 11.1 microns in diameter. The thinner the diameter, the softer the wool and the better it drapes.  Breeding sheep is very hard work — seven days a week, Triplett confided.  Every morning I have to give George a little scratch under his chin.  If I don’t, he just keeps crying, referring to one of her favorites in the flock.

It was indeed an honor to be seated at the New Zealand table, where I was able to compare notes on my year-long living in and out of their country a decade ago.

The event took place in a magical setting with delightful international people, the most exquisite fiber and fabric in the world, and extraordinary food and wine.  It was highlighted by a world-class opera singer who treated us to arias from famous Italian Operas.  It was a truly enchanting evening.  Bravo Loro Piana!

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Fashion Institute Of Technology (FIT)

Posted on May 6, 2012 by Nick Hahn

Last week I addressed the Fashion Journalism Class at the Fashion Institute of Technology (FIT).  FIT is the leading fashion and design school in the world.  Because of my background in textile fibers, I was invited by Professor Joann Paganetti to address her students studying for careers in journalism.  Upon completion of their course study, these students will be qualified to pursue careers as staff writers, reporters, and editors with the world’s leading fashion and lifestyle publications such as Vogue, Elle, Bazaar, W, WWD, Oprah, etc.

While my topic was marketing and branding on natural fiber textiles, the discussion soon evolved to one of Social Media, how this technology is impacting textiles, and its implications for the lives and livelihoods of peoples and cultures worldwide. The class was eager to discuss such areas as online retailing, product segmentation, and the demographics most commonly associated with the internet.  Concepts about cost-effective branding were explored.  Ideas were shared in which creative and topic-specific subjects could be posted to Social Media sites such as Facebook and Twitter, with a potential for going viral and reaching millions of potential consumers in a matter of hours and days, as opposed to the weeks and months generally associated with monthly publication subscriptions.

These FIT students are well aware of the power of viral videos, such as was recently demonstrated by the extraordinary Kony 2012 video posted by the San Diego based non-profit group Invisible Children.  The video reached over 76 million viewers within 48 hours.  Because I worked closely with Invisible Children in Uganda in 2008, the students quickly engaged in a discussion about the work being done by the Invisible Children Team in East Africa.

 

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