analysis Andrea Wasserman analysis Andrea Wasserman

The New E-Commerce Experiences Driving Results

Whether it’s leveraging marketing expenses with AR tools that go viral, using AR to convert more and reduce returns, deepening engagement to sell more via VR, developing fruitful long-term relationships by connecting 1:1 or livestreaming to connect with the masses, there’s more consumer openness and more business need than ever before for new e-commerce experiences.

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Xcel Brands: A Media Company Doing Fashion

Earlier this month, I got the chance to sit down with Robert D'Loren, Chairman & CEO of Xcel Brands. I'm so glad I took it because Bob isn't just another garment district leader and Xcel is anything but another apparel manufacturer. Below is what I learned and why I think Xcel and its brands are ones to watch -- if you can keep track of them as well as they keep track of global trends.

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SXSW Highlights

I packed about 17 experiences into my one day (Saturday, 3/11/17) in Austin, not including all the mind-expanding conversations I had along the way. The global, truly interdisciplinary nature of the crowd this event continues to draw is beyond impressive.

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Millennial 20/20: Experience + Photo Required

If there's no picture, did it even happen? For brands, it may as well not have. And for millennials, if there's no picture to be taken, the experience may not happen for them at all. But it better be an experience you're selling, and not just an item.

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For Retail, It's Not Politics As Usual

As social media took off, brands aspired to be our friends. And now they are. As with our other friends, we want to know what they think. And we hope they're on our side. It's awkward for companies to say they won't take a political stance for two reasons.

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Worm-Topped Ice Cream & As-Seen-On-TV Coffee (aka Experiential Marketing)

Over the course of my retail career, I've been able to build brands and invest in customer experience. At other times, I've run businesses where I had to pull out the discounts to make a sale and put cash in the bank "today" at the expense of long-term strategy. It continues to be physical experiences that raise and re-frame brand profiles that excite me. I've seen two recently.

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