In the call to buy groceries as a theater, and in the culture of merchant princes as the late CEO of Bloomingdale, Marvin Traub, who designed extravagant but unprofitable promotions, and with the COVID-19 pandemic, he put a stage in the brick and mortar shops as a coating – Fred Segal continues with the show.
The eight-week grocery shopping party will begin on November 23 at 7 p. m. and will be broadcast live on the seven consecutive Mondays thereafter. Fred Segal says Talkshoplive is the first, shareable and integrable live video streaming platform that allows consumers to view brands live.
On the issue of the strength of diversity, the systems will feature collaborations with black-owned companies, women, minorities and small businesses, while offering exclusive promotions for viewers and a simple online payment that Mastercard Click to Pay will enjoy.
Lotman stated that a live broadcast according to the retailer’s DNA.
“Fred Segal will celebrate his 60th birthday. It’s still an uncovered logo. We do a lot of activations, presenting new things. Last year we celebrated 150 occasions in the store. “
When the coronavirus pandemic arrived in the United States, everything stopped abruptly and Lotman sought tactics to ”connect with the visitor who didn’t come to the store’ and introduce the brands they wish to be in the store. .
“I was seeing what Shopbop had been doing in China for years and I was looking for the right technology,” Lotman said. “I started via Zoom and it was a big mistake. When you do this, you have to open a window on your cat, and when you do that, you lose audience. “
Each week, Fred Segal LIVE will feature guest hosts who will display a variety of brands and offer incentives to purchase the products, which will be provided for 72 hours exclusively in talkhoplive. Participating brands include Shaya Pets by Davina Farahi, Island Tribe by Angeline Hayling and Stoney Michelli. Love’s Stuzo Clothing, among others. Fashion, home, good looks and well-being are among the key categories to offer on the platform, with an emphasis on helping emerging brands locate new audiences.
“The good thing about buying groceries live is that it allows us to be with consumers wherever they are,” Lotman said. “They can ask questions and we can answer them. We can also do market research. For example, we can simply say, “We are thinking of making this product in another color, would you ever buy it?”
“This year has created many demanding situations and opportunities for stores across the country and has prompted us to explore a new technique in the way we interact with our customers,” Lotman added. “Fred Segal LIVE presented through Mastercard will provide an exclusive shopping delight. for our customers, giving us the opportunity to interact directly with them wherever they are, in the safety of their home, in real time and in a way we never digitize,” Lottman said. “Fred Segal LIVE will also offer buyers promotions and new and future designers to enjoy the progress of the holiday season. That’s what long-term grocery shopping looks like. “
Lotman said that if Talkshoplive has earned a reputation as a strong direct-to-consumer platform to increase sales of skills and brands, it may be a solution for classic stores looking to expand their virtual footprint.
“Fred Segal is the par excellence experience retailer and bringing his fashion reports to speakhoplive will replace the game,” said Bryan Moore, CEO of talkhoplive.
The inaugural episode of Fred Segal LIVE will feature Serendipitous Project, a women-based jewelry logo featuring eco-friendly pieces, and Adore Adorn, a black jewelry logo “deeply rooted in heritage, family circle and love. “
“By the time we’re done, we’ll be really smart,” Lotman said. ” Retail outlets are tough, but let’s open a few more.
“I don’t need to have a hundred stores,” Lotman said, revealing that the sets are planned for Korea and Las Vegas next year. “We look forward to opening a store in New York and one in Northern California, and also in Asia. “
Fred Segal LIVE’s merit is the cross-pollination of global logos, Lotman said. “I need to display the Korean logos and we have other people from Germany and France. When we live in a new normality, the delight and reputation of a logo worldwide will increase. Where can you see a logo elsewhere?What about Saudi Arabia?»
Lotman said the Fred Segal store in Los Angeles will serve as the setting for the exhibits. “Ideally, we need as many other people as imaginable to be in the store when we’re filming live,” he said. get a host to talk. Co-amphiron has been a sales manager for our store for a long time and operates all of our locations. We have a full set of movies in our store. It’s like television in the 1950s. It’s a learning experience, things happen and you stare at other things to keep your screen running. It’s challenging and fun, as long as you stay the right attitude.
Fred Segal LIVE uses 3 cameras with “mixed video” so we can incorporate brands. We had a host and a radiant style in a boys’ space in New York, and it was really great. We said, “Let’s do these paintings and locate. ” There’s electric power to live on. We have two marker cards because we don’t forget all the talking points and, infrequently, the cards in order,” Lotman said, noting, “I already have a roll of stupid ones. “
Prices at Fred Segal range from $15 to $5,000, “and we have a $30,000 Warhol in our store,” Lotman said. “People are promoting multimillion-dollar cars now without the thrill of a liveArray. It is absolutely varied and we welcome you all. If we can figure out how to succeed in the user who loves collectible watches, we can [segment]. We have a screen committed to puppy jewelry. We’ll have trailers for the screens to show the audience what’s coming out. I think you can create ad-free online on TV. We paint on social networks and Google.
“It helps me stay awake at night, the excitement and the opportunity to perceive this and all the levers we have to pull,” Lotman said. “Mastercard is everywhere. They need small businesses and they need them to survive. “
I have been a journalist for 30 years, as editor-in-chief of W magazine, and for 17 years, retailer and real estate as editor-in-chief at WWD.
I have been a journalist for 30 years, as editor-in-chief of W magazine, and for 17 years, covering retail and genuine real estate as editor-in-chief at WWD. I write about luxury boutiques, independent stores, branches, massive chains and local virtual brands, and the strength that redefines the way we shop – Amazon. I announced the news and interviewed the CEOs of primary stores and REIT, and looked under the surface to notice and analyze the complexities of doing business in the -19 era. After months of quarantine, consumer purchasing behavior has changed; They now depend more on Amazon than ever before. Retailers will want to leverage the creativity of their organizations to survive, while addressing key issues such as sustainability, diversity, and inclusion.