FASHION AND RECYCLING

At least 50% of the textiles we throw away are recyclable, however, the proportion of textile wastes reused or recycled annually is only around 25%.Many fashion businesses are choosing to incorporate recycled fibres, fabrics or clothes in their collections, because of the important environmental benefits:

-Reduces the need for landfill space. Textiles as synthetics (man-made fibres) will not decompose, while woollen garments do decompose and produce methane, which contributes to global warming.

-Reduces pressure on virgin resources. Results in less pollution and energy savings, as fibres do not have to be manufactured or transported from abroad.

I´ve been researching and did you know that ARMANI started incorporating eco fabrics since the 90´s???? in 1995 the developed new materials using 60% recycled wool! Their jeans were so revolutionary for the time that they were shown at the

SCIENCE AND TECHNOLOGY MUSEUM OF MILAN

But there´s also a very creative part on fashion and recycling, take a look on this incredible garments i´ve found made from evey-day materials.

This stuning dress was made by Susie Macmurray from 1400 rubber gloves, it was exhibit at the "New York City Museum of Arts and Design"

Dress made by Jolis Paons, she only used phonebook paper! FANTASTIC!!

Dresses made by Designer Gary Harvey 1- from recycled military jackets 2- only newspaper!

(shown at London Fashion week 2007)

I guess the most exciting fashion aspect of recycling is, ART. It takes an special talent to make stylish clothes from recycled material. Being creative is escential.We can find garments made out of every-day-use material and they are INCREDIBLE!!!

Always on

AlWAYS ON

Advertising, Marketing and Media in an area of consumer control.

A book of Christopher Vollmer with Geoffrey Precourt.

"METRICS MOVING FROM IMPRESSION TO IMPACT"

Measuring effectiveness is an important issue for 90 % of marketers across 9 industries.
a long time ago the measurement of effectiveness in media was not the most perfect calculation.
in television for example the audiences diaries were more important in the business for media companies and agencies because of the difference audience that establish some bases.

THE DEMAND FOR METRICS

Nowadays, marketers needs more effectiveness and efficiency from the medias.

The evolution of metrics in advertising provocs several consequences :
1- the evolution of audiences constrained the measure of media value than it was before.
2- the digital media provocs an evolution in the final focus : the consumers that are divided in specific categories, and so have different metrics . marketers have now the target defined, and they can act specifically in function of the different customers.
the biggest evolution in the past 10 years was marketers knows thanks to news channels what to propose to the customer.
Now, they exactly know the audience of a website for example or a tv channel, they know the result of their investment.
3 - marketers knows exactly the profit of their ads with the final purchase. they expect a new metric to track even more the customer to know always more about the client.
the metrics should tell to the marketers all the step of the "purchase funnel" of a consumer.

but the evolution of consumers behaviours and all the new products will change those metrics.
agencies need to always innovates and move with the customer. To provide more actions.
This will drive to an outcome-based metrics :
They are a transfer from metrics above the line to the below the line .
For example new technologies will support some changes, with the audience, a real to an (estimated) projected results

The new metrics will include :
Commercial ranting
Session quality
Total viewing behaviour
Opt in activity
Consumer anticipation
Sales impact

Many of marketers are pressed to use those metrics ( because of the ROI), because they are the most desired of all marketing capabilities.

The new era of audience will focus on new combination of media and advertising. And the power that they have to follow the consumer among the advertising to the purchase .

MOVING FROM EXPOSURE TO ENGAGEMENT

Knowing if people are watching Tv spot or not is not a useful measure. What is interesting to know in terms of marketing is the engagement measure through an ad.
The engagement measure has a high correlation and is closer to what really matters which are the brand growth and the demand increase.Exposure has a very weak correlation with purchase intent and actual sales. Brands want attention and action that moves them.
Consumer engagement is really scarce. It is very difficult to measure the impact of the demand and purchase on a brand by a T.v spot.

New measurements had been approach to solve the mystery of consumer engagement. .Measure of the quality of the audience ( Right consumer, Right ad) .Measure of the impact of the actual message ( Right behaviour of the consumer towards an ad) But Evaluating the relationship between Media, Messaging and Consumers remains an enormously challenging task.
And Measuring the engagement is even more difficult. Effectively, a heavy dose of complementary promotional activity (competitors) can affect how well advertising?

A new media measurement model in spring 2005.
Turner Broadcasting System's Clourt TV was the first company to use engagement as a currency. They offered advert with a guarantee based on " engaged" viewers. They determined engagement level by partnering with media researches to provide specific and recall and minute by minute ratings analyses against its programming.
If engagement dropped below the promised level, Court Tv agreed to compensate advertisers for the shortfall by providing additional advertising inventory.
In 1999, IAG research measured the effectiveness of TV ads and programs. They discovered that viewer response data that program engagement is strongly correlated to ad recall and ad attentiveness. The business applications for adverts and networks was straightforward. T.V programs with higher engagement scores provide superior media environment for commercials.
But the remaining problem is that even the most sophisticated, foolproof system of commercial evaluation ignores one important factor: even if a viewer watches a spot and gives it his or her un- divided attention, there’s no proof that this rating says anything of consequence about whether the consumer remembers the brand, the message, or the offer.
The most important consideration for advertisers is to determine if a viewer actually pays attention to an ad.

METRICS FOR EVERY MEDIUM

The marketers should be able to measure results for each categories of media ( like digital media ) and to evaluate those results in combination with and comparison against every other media platform.The first step in building accountability, interactivity, and targetability in every kind of medium is to assign a metric for each.

Online, video games, Streamingvideo.com, mobile, blogs, digital video recorders,outdoor, in store, Email campaigns....These media have metrics initiatives due to research firms like Nielsen NetRatings.

NEWSPAPERS MOVE TO TOTAL AUDIENCE METRICS

Media companies embrace cross-platform metrics. But its hard to achieve.
Print runs of newspapers declined and online sites grow faster every time! Leader industries created a new tool audience measurment

Many dificulties were found when this iniciative started. The new audience metric did not make good ditinction between the consumer who has newspaper delivered to his home daily and consumer who check general news online.

Marketers and media buyers still lack a consistent and comparable way to achieve the value of many online newspapers audiences.

Once all dificulties are overcome, comparability arises. To get paid by advertisers for connecting them with consumers across platform naturally media needs to mix metrics, this way they percieve value of consumers in analog, digital and many other environments making it simplier for comparison.

Television, for example, made more of their daily content available on broadband getting with this, additional viewers. In 2006, NBC Rewind (online site that enables viewers to watch network shows) attracted about 5 million users, doubling the number to 10 million in may, 2007. Also, Has since NBC UNIVERSAL introduced a total audience measurement tool that captures consumer viewership across broadcast, cable, online, mobile….

Today, marketers seek a more granular and achúrate análisis of consumer behavior, TNS (one of the top four global providers of marketing reasearch services) positioned itself as an alternative to Nielsen in U.S.A.


PARADISE BY THE DASHBOARD


Marketing dashboard is a desition-making instrument that gets and organizes the most important information so it can be effectively influence.

Only 20% of marketers surveyed by Booz Allen and the association of National Advertisers have functioning metrics dashboards, the amjority will have to catch-up and determine the mix of metrics that reflects the impacts on their sales, profitability and brad equity.

With the use of dashboard rising like foam there was no surprise about Google Analytics offering advertising dashboards, marketers can monitor their paid searches, check ítems such as total clicks, avarage cost per click and total costs. Google is focusing the strategy in making marketing more efficient and positioning themselves as interface to the marketer.

WHO WILL BE ADVERTISING´S BLOOMBERG?

Michael Bloomberg created a revolution in the finantial services industry.

Digitalization provided the stimulus that will alter the way marketers learn about the efficacy and efficiency of advertising.

There are many contenders that are candidates to become the Bloomberg of advertising, including established players, Google, Nielsen, Microsoft, SAP, IBM, and TNS.

This metrics means grater accuracy in judging consumer behavior, tuned objective, and ofcourse less waste in budgeting, marketers will be able to work with consumers more effectively than ever.

Once they have discovered all the knowledge this program can give about what actually works they will unlock new levels of creativity, they will connect better with their consumers and for sure grow their Business.

To buy this book

http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287

ETSY - WEB 2.0

Etsy is an online community of designers creating and selling all kind of things, this company whants to Guild a new economy and present a better Choice by selling, buying and living hand-made!!!

I´ve been surfing through ETSY and i realised it is much more than a website, it is actually a community where people are passionate about hancrafted ítems, they act like a real community, share interests and doubts on their daylife, thanks to web 2.0 all of this is possible, every day is easier to meet people on the Internet and actually interacr with them as you do with your neighboard or school friends. You wont get bored surfing this website at all, it is very easy to use and there are countless creative products to see, you can find, pins, hats, knitting products, keyholders, gloves, bags, baby clothes, furniture, rings and a lot more things!!

Etsy has a community “campus” online, were sellers can attend to different classes and tutorials to learn how to do new things, giving them the opportunity to expand their business. Isn´t it great!!?

Etsy has become a perfect example of web 2.0, they have a huge community, so if you know how to do any handmade product, want to learn how to do your own thing or just want to gossip a little bit, dont be shy!! Have fun and get to now Etsy community.

Check out some nice things i found interesting in the web!!!

www.etsy.com