SHOPPING

The marriage of shopping and technology was a long time coming; they didn’t keep their relationship under wraps, although they tried. Marriage has been a bumpy ride for these two, as they attempted to keep their physical retail counterparts happy and content, while profiting from the “dot com boom.” Now stronger than ever, with new innovations being unveiled daily, shopping and technology go hand and hand, and the only way for the physical store to survive is to accept its solo demise and join in on the established union.

“The Future of Shopping,” a recent article published in the Harvard Business Review, penned by retail consultant Darrell Rigby, details the ups and downs and soaring opportunities for ecommerce. With more than 9% of all retail sales happening online (a 5% increase from last year), he pinpoints that we are far past the “dot com” shopping era, and are now fully involved in “Omnichannel retailing,” which includes websites, stores, kiosks, catalogs, call centers, social media, mobile devises, gamming consoles, televisions, networked appliances, and home services, to name a few (kidding). This Omnichannel binds every shopping counterpart together, causing all to work together to excel the exposure, accessibility, and profit of a given brand or product, under the roof of digital technology, which Rigby defines precisely:

“Digital technology—in the form of tablets, for example—can also give sales associates nearly infinite information about customers, describing the way they like to be treated and creating precise models of their homes or body types that enable perfect choices. It can change pricing and promotions accurately and instantaneously. It can provide customized recommendations. Virtual mirrors accelerate and enliven the dressing room experience by connecting customers with trusted friends. Technology can eliminate checkout lines, capture transaction receipts, file rebate claims, and speed returns. It can give a call center operator full access to a customer’s purchase and complaint history.”

The best advice for all shoppers out there, is to become savvy with apps that offer everything from shopping tips, perks, coupons, and advise. Amazon.com, the leading innovator of online shopping, putting several companies out of business every day, has taken further steps to give themselves an almost unfair advantage. Amazon’s Price Check App will allow you to take cell phone photos of an item you want to purchase inside any physical store, and submit them to receive a 5% discount offer off that very product on their site. Apps such as Amazon’s, can easily demolish the small business in due time.

According to the Harvard Business Review’s calculations, by 2014 every cell phone user will own a smartphone. Because of these truths, displayed urgently during this year’s Holiday shopping splurge, The Vogue City will unveil a ‘Technology’ tab, offering shopper’s insights and suggestions on what application to download, what website to visit, and essentially the latest technology that will benefit your wallet.

Returning to Rigby’s insights, he insists there is hope for the physical store. Shoppers enjoy being able to touch their product prior to purchasing, and like being tended to by salespeople, therefore with the right strategy and integrated technology trends, the physical store will have no problem surviving.  “As a visually-oriented shopper who also values my freedom to browse, I am one who dislikes the targeted marketing approach (“Here is a deal for YOU!”). However, I do think the concept of “filtering” has merit in shopping:  Present me with options in general that I am likely to enjoy  – similar to browsing a department or style within a store – and I am more likely to buy from a position of ownership and economy,” a commenter on the Harvard Business Review’s website explains.

We’ve come to accept that our planet has been swallowed by technology. Understanding and learning one advancement at a time, is the only way to avoid becoming overwhelmed by your innumerable options. With social media, and the overtaking of the “app,” taking advantage of all the options these modernizations have to offer is the only way to save money, diminish shopping stress, and guarantee securing the best possible product for you. Apps such as Foursquare make it fun to save by “checking in” and racking up points in order to beat your friends in a friendly game. With that, and as brands revamp their stores to become interactive and “an experience,” trying to maintain a balance of physical and electronic, shopping can become more entertaining than you could have ever imagined. Keep on top of things and bookmark The Vogue City’s technology tab to remain omniscient on Omnichannel retailing.

By Caitlin Colford

Children make Christmas lists fully expecting that we buy them something on the list. They don’t care that we didn’t get it on our trip to Africa in the summer or hand knit it in our minuscule spare time. Children don’t mind if it took you ten minutes to order it from Amazon.com as long as it was on the list. Children of all ages continue to give lists to their parents and in some families siblings; but as you get older, the pressure to give thoughtfully grows and grows. But isn’t it thoughtful to give someone something they want?

Last Christmas I came across the dilemma and sent a snarky but sincere email asking friends and family what they want. A close friend then informed me that this was not “kosher” because they were not children and “in addition” gifts are better when they come from the heart.  The dilemma: whether to buy people something the outright want or to purchase something thickly laced in thought.

Last year my artsy painter friend mentioned a Botkier hobo when we were casually perusing Bloomingdale’s one afternoon. For weeks, I had been scouring teeny boutiques in Brooklyn looking for something perfectly suitable for her free spirit. After all, she was always so thoughtful. By December 23rd, I decided to just give her the bag. Marched up to Bloomie’s, paid, and was home in thirty minutes. When she opened it her eyes lit up; she was so thrilled that someone had given her something non-art related. “But handbags are art!” I protested. But I knew what she meant. Just like children, adults like to get something they want. And the something-she-wanted turned into the best present of all.
I’m a genuinely thoughtful person and I love my family and friends dearly, but why scurry around town during the busy, tourist packed holiday season trying to pick out something thoughtful when I could just give them something they want. What’s a thoughtful person to do two weeks before Christmas and completely void of thoughtful present ideas? Give in and give them what they want. Leave the other three seasons to the beauty of being thoughtful.
Emma Dinzebach

Daily Vogue was lucky enough to talk to key make-up artist Kabuki about creating the look at Dennis Basso SS 2011 collection. This season Dennis Basso designed for an affluent, but younger woman: “She loves to go out, She travels. She does special occasion. No pants.”

For those used to the classic smoky make-up usually seen on the runway at Dennis Basso, S/S 2011 surprises – pleasantly.

“I added a modern twist to a classic Audrey Hepburn eye and was inspired by the futuristic youthful cut on the clothes from the collection”, explained key make-up artist Kabuki.

While the skin was polished with a light foundation (Make Up For Ever HD Foundation), lips nude and sheer (Sephora Lipstick Palette – Dolce Nude 20, Romantic Rose 18; Sephora Ultra shine lip gloss – Perfect Nude 20), the eyes stole the show – lined with Sephora Smoky Creme Liner in matte cobalt blue, turquoise and orange. Segments of false lashes and lots of mascara were applied so the color of the liner wouldn’t be overpowering. The result: a young, fun, but polished and elegant wide-eyed pixie with flashes of color.
Other products used to complete the look: for the face – Givenchy Mister Light, Laura Mercier Secret Brightening Powder, Sephora Blush Me (Peche Tendre 04); for the eyes – Givenchy Mister Light, Sephora Nano Eyeliner (Golden Sand 07), Sephora Mono eyeshadow (Coffee Brown), Sephora Mono eyeshadow (City Fog), Make Up For Ever False Lashes, Givenchy Eyebrow Show Pencil, Make Up For Ever Concealer Pencil.
 

Maybe the experts are right and the dresses were not a great success, but the make-up was …unforgettable

Mihaela Filip

WHAT: Mastercard Priceless NYC Shopping Night

WHY: A private shopping night with offers up to 30% off, gifts with purchases & VIP experiences. MasterCard Marketplace rolls out the red carpet in SoHo and the Meatpacking District with exclusive offers from top designers including Theory, LeSportsac, Emporio Armani, Helmut Lang, Nicole Miller, and Nanette Lepore. 30+ Stores in 2 of NYC’s Most Fashionable Shopping Districts – 1 Night Only. RSVP for Exclusive Access

RSVP at www.mastercardmarketplace.com/shopnyc. Limited invitations available so hurry and secure your spot on the guest list today. Certain terms and conditions apply.

WHEN: 9/23, Th (5-9)

WHERE: SoHo and the Meatpacking District