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Online Marketing

Plus Size Fashion

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The forgotten majority by Ecomnomist

 

The fashion industry pays attention to plus size women

Revenue from the category is outstripping total clothing sales

 

A good fit is everything, stylists often counsel, but in assessing its market America’s fashion business appears to have mislaid the measuring tape. A frequently-cited study done a few years ago by Plunkett Research, a market-research firm, found that 67% of American women were  “plus-size”, meaning size 14 or larger. That figure will not have changed much, but in 2016, only 18% of clothing sold was plus-size, according to NPD group, another research firm.

 

Plunkett Research 几年前做的一个研究报告表明 67% 的美国人都是大码受众。

但是NPD group 的研究显示大码服装在2016的销售额只占到 18%。

 

Designer and retailers have long thought of the plus-size segment as high-risk. Predicting what there customers will buy is difficult, as they tend to be more curious about styles. Making larger clothes is more expensive; high costs for fabric cannot always be passed on customers. In turn, plus-size women shopped less because the industry was not serving them well. “We have money but nowhere to spend it,” says Kristine Thompson, who runs a blog called Trend Curvy and has nearly 150,000 followers on Instagram, a social-media site.

 

设计者和零售商认为大码服装是有高风险的。1. 预估顾客购买行为困难 2. 大码成本高些，而高成本又不能转移到顾客身上。

另外，从大码女性消费者任务整个行业的服务并不完善，她们有钱却不知在哪里消费，所以消费很少。

 

At last, that is changing. Fast-fashion brands, including Forever 21 and a fashion line sold in partnership with Target, a giant retailer, have expanded their plus-size collections. Lane Bryant, a plus-size retailer, and Prabal Garung, a designer, have done the same. In March Nike extended its “X-sized” sportswear range.

 

一些快时尚品牌在往大码这一类别拓展。包括 Forever 21, Target. Nike 四月份也推出大码的运动装。

2013-2016 大码品类的收入增长14%。而整个服装的增长为7%。

去年大码的交易达到231亿美金。

社交媒体在其中有着重要作用， 改变了时尚界对大码的认识。

 

Revenue in the plus-size category increased by 14% between 2013 and 2016, compared with growth of 7% for all apparel. Takings were $21.3 bn last year. Social media has played an important role in changing attitudes in the fashion business, says Madeline Jones, editors and co-founders of PLUS Model Magazine.

 

Nonetheless, designer brands still hold back (Walmart sells the most plus-size apparel). Some brands, such as Michael Kors, do sell plus-size ranges but do not advertise them or display them on websites. For those that are willing to take a chance, several internet startups that deliver personally styled outfits to individuals, including plus-size women, offer data to “straight-size” designers. Gwynnie Bee, Stich Fix and Dia & Co, for example, share information with designers on preferred styles and fits. Tracy Reese, a designer known for creating Michelle Obama’s dress for the Democratic National Convention in 2012, is one brand that recently enlisted Gwynnie Bee’s help to create a new plus-size collection. Gwynnie Bee prompted the label to create bigger patterns and appealing designs.

 

然后多数的设计品牌依然止步不前。 （沃尔玛销售的大码服装最多）。

一些品牌确实有 推出大码服装，并没有做广告或者展示。

一些也确实有做尝试。

一些初创公司将其数据分享给设计师。其中包括Gwynnie Bee, Stich Fix and Dia & Co 以及设计米歇尔·奥巴马服装的Tracy Reese。

 

Not all plus-size shoppers are convinced. Laura Fuentes, a hairstylist from Abilene, Texas, says that many upmarket department stores still keep their plus-size clothing sections poorly organised, badly stocked and dimly it, if they stock larger clothes at all. Yet such complaints should be taken with a punch of salt, says Ms Thompson, “We’re nowhere near where we should be but we‘ve made progress,’ she says.

 

不是所有的大码购物者对此表示信服。但是业内也在改进虽然没有达到应有的水平。

Amazon Stores, Book Reading, Online Marketing

Notes of Amazon Big Seller

3 Comments

一.总览

模式： B2B, B2C, C2C, M2C

痛点：

  1. 产品同质化严重 （3C产品及附件、服饰竞争激烈）
  2. 物流时效
  3. 通关障碍
  4. 人才稀缺
  5. 本土化体验 （退货率、客诉率）

跨境电商平台：

北美：Amazon, eBay, Wish, Newegg
南美：Amazon, eBay, 速卖通，MercadoLivre
新西兰：Amazon, Trade Me
非洲：Amazon, eBay, 速卖通，Jumia, Kilimall
英国：Amazon, eBay, Tesco
法国：Amazon, eBay, Priceminister, Cdiscount
德国：Amazon, eBay, Zalando, Otto
俄罗斯：Amazon,eBay,速卖通，Ulmart, Ozon
日本：Amazon, eBay, Rakuten
韩国：Amazon, eBay, 速卖通，Gmarket
印度：Amazon, eBay, 速卖通，Flipkart, Snapdeal
东南亚：Amazon, eBay, 速卖通，Zalora, Qoo10

中东：Amazon, eBay, Souq

Continue reading Notes of Amazon Big Seller →

Online Marketing, Sources

Marketing Books Collection

3 Comments

“太阳底下无新事。今天再多困惑与不解，都可在书中找到解答，尤其推荐同一主题下系列阅读，启发更大。”——徐志斌
“纸上得来终觉浅，绝知此事要躬行。”

Marketing Textbook

Marketing

  • Marketing: An Introduction by Gary Armstrong, Philip Kotler
  • Principles of Marketing by Philip T. Kotler, Gary Armstrong
  • A Framework for Marketing Management by Philip T Kotler, Kevin Lane Keller
  • Marketing Management by Philip T. Kotler, Kevin Lane Keller
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller
  • Consumer Behavior: Building Marketing Strategy by David L Mothersbaugh, Delbert I Hawkins
  • Consumer Behavior: Buying, Having, and Being by Michael R. Solomon
  • Marketing Research by Alvin C. Burns, Ann Veeck, Ronald F. Bush
  • M Advertising by Michael F. Weigold, William F. Arens
  • Contemporary Advertising by William Arens , Michael Weigold , Christian Arens

Branding

  • Branding For Dummies
  • Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials)
  • Building a StoryBrand: Clarify Your Message So Customers Will Listen
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

MBA

  • The Portable MBA
  • The Ten-Day MBA
  • The visual MBA
  • The Fast Forward MBA in Project Management
  • The Personal MBA: Master the Art of Business

Digital Marketing

  • Internet Marketing: An Hour a Day
  • Digital Marketing All-In-One For Dummies
  • Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
  • The Marketing Book
  • Integrated Advertising, Promotion, and Marketing Communications by Kenneth E. Clow, Donald E. Baack
  • Advertising & IMC: Principles and Practice by Sandra Moriarty, Nancy D Mitchell, William D. Wells

SEO

  • The Art of SEO: Mastering Search Engine Optimization
  • Search Engine Optimization All-In-One For Dummies
  • Search Engine Optimization: An Hour a Day
  • SEO 2018 Learn  Search Engine Optimization With Smart Internet Marketing Strategy
  • 《SEO实战密码》

Google Official| Search Engine Optimization Starter Guide：
https://support.google.com/webmasters/answer/7451184

Blogs

  • https://ahrefs.com/blog/learn-seo/
  • https://moz.com/beginners-guide-to-seo
  • https://backlinko.com/on-page-seo

SEM

  • Pay Per Click Search Engine Marketing For Dummies
  • Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 M
  • Google Adwords For Dummies
  • Advanced Google AdWords

Social

  • Social Media Marketing All-In-One For Dummies
  • Social Media Marketing: An Hour a Day

Facebook

  • Facebook Marketing For Dummies
  • Facebook Marketing: An Hour a Day
  • Ultimate Guide to Facebook Advertising

Influencer Marketing

  • Influencer Marketing For Dummies

Content Marketing

  • Content Marketing Strategies  For Dummies
  • Epic Content Marketing

Affiliate Marketing

  • Affiliate Program Management: An Hour A Day
  • Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing
  • The Big Affiliate Marketing Handbook by IABuk
  • Affiliate Marketing Programme Buyer’s Guide by PerformanceIN

Programmatic advertising

  • Targeted: How Technology Is revolutionizing Advertising and the Way Companies Reach Consumers
  • Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
  • The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
  • The Programmatic Handbook by IAB UK
  • Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capabilities  by IAB
  • 《程序化广告：个性化精准投放实用手册》
  • 《程序化广告实战》

APP

  • Mobile App Marketing and Monetization

Analytics

  • Web Analytics 2.0
  • Business Model Generation
  • Competitive Intelligence  By Chris West
  • Google academy: https://analytics.google.com/analytics/academy/
  • 《流量的秘密：Google Analytics 网站分析和优化技巧》
  • 《精通搜索分析》 by Brent Chaters
  • 《精益数据分析》
  • 《SSA：用户搜索和行为分析》
  • 《数据分析：企业的贤内助》

产品，运营，广告：

  • 《增长黑客：创业公司的用户与收入增长秘籍》
  • 《增长黑客：如何低成本实现爆发式成长》
  • 《计算广告：互联网商业变现的市场与技术》
  • 《结网@改变世界的互谅网产品经理》
  • 《从点子到产品：产品经理的价值观和方法论》
  • 《用户体验要素：以用户为中心的产品设计》
  • 《启示录：打造用户喜爱的产品》
  • 《电商产品经理宝典：电商后台系统产品逻辑全解析》
  • 《网易一千零一夜：互联网产品项目管理实践》
  • 《文案圣经：如何写出有销售力的文案》
  • 《文案发烧》
  • 《文案训练手册》
  • 《移动互联网时代国际4A广告公司媒介策划基础》
  • 《人人都是产品经理》
  • 《从零开始做运营》
  • 《运营之光：我的互联网运营方法论》
  • 《运营有道：重新定义互联网运营》
  • 《全栈市场人：互联网市场营销入门通用宝典》
  • 《牛津通识读本：广告》
  • 《科学的广告》

电商

  • 《揭秘跨境电商》
  • 《amazon 大卖家》
  • 《跨境电商：阿里巴巴速卖通宝典》
  • 《我看电商》
  • 《一个人的电商：运营策略和实操手册》
  • 《流量池》
  • 《全球电商进化史》

小说

  • 《上海摊的贾斯汀比伯》
  • 《贵圈》

Python

  • 《父与子的编程之旅：与小卡特一起学Python》
  • 《Python编程： 从入门到实践》

HTML
http://www.w3school.com.cn/h.asp

Others

1.知乎

计算学广告
1. 刘鹏（北冥乘海生）的计算广告学在线课程，网易云课堂上有, 讲的比较全，从计算广告学的发展历史上讲的，偏DSP视角
2. 百度计算广告学课程, 搜索引擎视角。 链接：百度开发研究社区
3. 斯坦福公开课Introduction to Computational Advertising，http://web.stanford.edu/class/msande239/

作者：leo 链接：https://www.zhihu.com/question/19762808/answer/29321362
来源：知乎 著作权归作者所有。商业转载请联系作者获得授权，非商业转载请注明出处。

互联网广告算法和系统实践 老王卖瓜 王勇睿
作者：杨欢欢
链接：https://www.zhihu.com/question/22116956/answer/21848843
来源：知乎 著作权归作者所有。商业转载请联系作者获得授权，非商业转载请注明出处。

互联网广告
专门的针对互联网广告的书很少，《计算广告学》一类的课程能比较系统的普及相应知识，当然，像所有的工具书和工具类课程一样，不同时间、不同层级，看的感悟是不一样的。
个人建议，想系统的认识互联网广告，需要去认识整个广告乃至流量的问题，所以需要涉猎的书籍会比较多，我的学习顺序如下：
1. 《浪潮之巅》，吴军，可以先看盈利模式的描述，之后再看全书，会比较靠谱；
2. 《营销管理》，科特勒，理解为什么需要营销，以及广告的价值；
3. 《推荐系统实践》，理解互联网对于用户数据的运用；
4. 《消费者行为学》，理解广告对于消费者的价值；
5. 《引爆点》，理解传播链；（其实这块儿跟社会化营销和整合营销关系比较密切）
6. GA相关的书籍，理解站内用户数据分析及互联网用户的转化链模型；
7. 《顾客为什么买》，理解零售业的转化逻辑；
8. DCCI的广告白皮书，易观的效果营销行业报告，艾瑞的广告行业报告和深度报告如DSP等，理解行业的产业链，以及每个产业链上的作用。
9. 之后就是针对垂直领域的学习了，我们公司主要做电商的引流和转化，所以我看了黄若的《我看电商》、胖胡斐的《玩法变了》和子柳的《淘宝技术这十年》；
其实互联网广告本质上市对于流量的一种增值售卖，卖给谁，需要达到怎样的效果，没有一个通用的公式，需要对于技术（如RTB/deep learning）的理解、需要对互联网广告整体行业的理解（如展示广告产业链、效果广告产业链、搜索广告产业链）、对于客户营销需求的把控（如digital、互动、传播、品牌）、对于广告价值的理解。
没有特别好的一本入门的书，因为互联网广告本身就是很复杂的一套体系，所以需要自己去琢磨、研究和理解。
我看这些书的时候，我一直秉承一个原则：流量如何更好的带给客户价值。
仅供参考
《启示录:打造用户喜爱的产品》跟范冰的《增长黑客》

2.Quora

Programmatic Advertising
https://www.quora.com/Im-looking-to-learn-a-lot-about-programmatic-ad-buying-RTB-and-fraud-across-the-entire-space-What-are-some-info-or-links-on-what-I-could-read-or-books-I-could-buy

  • Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
  •  Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
  • The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
  • Introduction to Programmatic Advertising
  •  Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
  • The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
  • Make Money Blogging: Proven Strategies to Make Money Online while You Work from Home

http://adage.com/article/digital/cmo-s-guide-programmatic-buying/293257/

Digital Marketing books
https://www.quora.com/What-is-the-best-book-about-digital-marketing

  • Permission Marketing (Seth Godin)
  •  Contagious: Why Things Catch On (Jonah Berger)
  •  Social Media ROI (Olivier Blanchard)
  • YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
  •  Influence: The Psychology of Persuasion (Robert Cialdini)
  • Epic Content Marketing (Joe Pulizzi)
  • Crush It!: Why NOW Is the Time to Cash In on Your Passion (Gary Vaynerchuk)
  • Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
  • Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs)
  •  Creative Confidence (Tom Kelley and David Kelley)
  • Jab, Jab, Jab, Right Hook (Gary Vaynerchuk)
  •  The New Rules of Marketing & PR
  • Lean Analytics
  • Jab Jab Jab Right Hook
  •  Web Analytics 2.0
  •  Ogilvy on Advertising

Data

Writing

Marketing

  1. Permission Marketing (Seth Godin)
    For digital marketers, this is really the book that started it all. The concept of “permission marketing” seems obvious today, but in 1999 it was ground breaking.
  2. Contagious: Why Things Catch On (Jonah Berger)
    This book provides brilliant insights into the psychology behind infectious content, techniques to create “triggers” that make people think of your brand, and the secret ingredients to drive word-of-mouth marketing.
  3. Social Media ROI (Olivier Blanchard)
    Chock-full of best practices and practical solutions, this book demystifies the business of social media. It’s an invaluable tool to anyone trying to sell social media strategy in a “traditional” business environment.
  4. YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
    Want your marketing efforts to succeed? Try being helpful ! YOUtility provides real-world examples of companies that have moved beyond selling to provide real value — and built a fiercely loyal audience along the way.
  5. Influence: The Psychology of Persuasion (Robert Cialdini)
    This classic book on persuasion is one of the all-time bestsellers among psychology-based business books. While not specific to digital marketing, it definitively explains what makes people say “yes.”
  6. Epic Content Marketing (Joe Pulizzi)
    As a content marketer, this one is truly close to my heart. Joe Pulizzi provides a roadmap for developing content that is so engaging and so moving that people will actively seek it out — in other words, EPIC content.
  7. Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
    While not strictly a marketing book, this fascinating (and quick) read shines a light on the overly complex, hyper-technologized rabbit warren of choices that we’ve all come to accept as “normal.”
  8. Audience: Marketing in the Age of Subscribers, Fans, and Followers(Jeff Rohrs)
    Full disclosure: Jeff is both a friend and a colleague, but that doesn’t change the fact that this book is brilliant. Building and engaging a long-term audience is no longer optional. It’s mission-critical for any business that wants to survive — and “Audience” shows you how.
  9. Creative Confidence (Tom Kelley and David Kelley)
    Required reading for anyone who’s ever thought “I’m just not the creative type.” In fact, creativity is a skill that must be developed and exercised regularly. Through inspiring examples and entertaining narrative, this book demonstrates how to build that creative “muscle.”
  10. QR Code Kill Kittens (Scott Stratten)
    Unlike almost every other business and marketing book on the market, this one tells you what NOT to do. And shows you what NOT to do. In hilarious fashion. Do yourself a favor and just buy this book, before another kitten dies.

Intro to Digital Marketing:

Note: IMHO, digital marketers should be good at psychology since their duties include understanding of behavioral factors of customers and clients.

  • “Contagious: Why Things Catch On” by Jonah Berger,
  • “Influence: The Psychology of Persuasion” by Robert Cialdini,
  • “Pre-Suasion: A Revolutionary Way to Influence and Persuade” by Robert Cialdini,
  • “Permission Marketing” by Seth Godin,
  • “Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising” by Ryan Holiday,
  • “Ogilvy on Advertising” by David Ogilvy,
  • “Creativity, Inc.” by Ed Catmull.

Content Marketing:

  • “Everybody Writes: The Go-To Guide to Creating Ridiculously Good Content” by Ann Handley,
  • “Content Machine: Use Content Marketing to Build a 7-Figure Business With Zero Advertising” by Dan Norris.

Search Engine Optimization:

  • “The Art of SEO: Mastering Search Engine Optimization, 3rd Edition” by Eric Enge, Stephan Spencer, Jessie Stricchiola,
  • “Marketing in the Age of Google” by Vanessa Fox.

Social Media Marketing:

  • “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World” by Gary Vaynerchuck.

Moreover, digital marketers are required to be kept up to date. Hence, I’d recommend you to subscribe and read blogs on similar subjects such as:

Reddit

books recommendations

  • Trust Agents – Brogan (Beginner)
  • Everybody Writes – Handley (Beginner)
  • Influence: Science and Practice – Cialdini (Intermediate)
  • No Excuses – Brian Tracy (Not specifically marketing theory, but about consistency)
  • Positioning – Trout (Intermediate; Classic)
  • Thinking Fast and Slow – Kahneman (Advanced; not specifically marketing)
  • Tribes – Godin (Beginner)
  • Tipping Point – Gladwell (Intermediate)
  • Adweeks’ Copywriting Handbook (Beginner)
  • Subscription Marketing – Janzer (for ecomm/subscription models)
  • The Paradox of Choice – Schwartz (Advanced)
  • Misbehaving – Thaler (Econ, but good marketing book. Advanced)
  • Pre-suasion – Cialdini (Not necessarily specific to marketing, but one of my favorite books)
  • 22 Immutable Laws of Marketing (Classic, Intermediate)
  • Predictable Revenue – Ross
  • Landing Page Optimization – Ash