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Isaac Mizrahi News & Analysis

The Art and Science of Omnichannel Marketing - and a Dash of Peter Max

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Robert D'Loren is the CEO of Xcel Brands, a company that owns the Isaac Mizrahi name and has an interest in Liz Claiborne New York. Yesterday, we told you how the company is championing an omnichannel marketing strategy. Today, we'll continue the conversation — and explore how the company stays in tune with consumer demand.

One thing of paramount importance is color forecasting. For a holding company for two top clothing lines, as well as a jewelry line, forecasting what demand will be in terms of color and style is critically important.

No one would be crazy enough to make big investments in a thought or whim about what might be popular in two years, D'Loren said. Rather, companies have to keep their fingers on the pulse of future trends and monitor places from which they evolve.

How Isaac Mizrahi and Liz Claiborne Use Omnichannel Marketing

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You may not recognize the name Robert D'Loren — or even his company, Xcel Brands. But odds are you're familiar with the company's fashion apparel: It owns the Isaac Mizrahi brand and has an interest in Liz Claiborne New York.

Xcel is a champion of the omnichannel strategy and is helping to take fashion brands to more than 150 consumer products categories. The company engages in the acquisition, design, licensing and marketing of consumer brands by incorporating a sales strategy that includes interactive and social media, digital and brick-and-mortar retail. 

D'Loren successfully led the restructure and recapitalization of some of the world's most widely recognized fashion, retail, consumer brands and entertainment companies including: Bill Blass, The Athlete's Foot, Maggie Moo's, Pretzelmaker/Pretzel Time, Waverly Home and The Great American Cookie Company.

His expertise earned him a spot as the keynote speaker at the recent IRCE Focus Conference in New York City, where he shared his ideas on the convergence of the customer experience through brands, stores, web, mobile and TV.

As he stressed at the three-day conference, customers are everywhere — and brands, retailers and all modern businesses need to be everywhere, too. Today, in the first of a two-part series, we'll hear what he had to say.

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