We’ve slogged through the retail Winter wilderness … now what, right?

*Skipping into a new season of transitions in the media world*

Winter was about Transition this Year …

Usually Winter is a breeze for me and my marketing business - I focus on creativity, and recharge my spirit by doing a lot of reading, taking courses, painting and writing. This past Winter though felt like a frenzy in the media world.

I’m not sure if the problems lie in the fact that we’re still somewhat transitioning out of the shutdowns of 2020, or if consumer habits have shifted so much that chaos is the new normal. Whatever the case, lots of people were laid off in the media, and related industries - particularly lifestyle writers working in digital media, making the transition towards freelancers (and presumably AI) all the more pronounced and profound.

What this means for brands struggling to reach consumers and retail buyers interested in their products is an increased reliance on social media, particularly Instagram, Linkedin, and actually Facebook (yes we’re going back there). TikTok is fabulous and has launched lots of careers, however results for brands can be uneven and without the ability to link products, for many it tends to be more of an entertainment and education platform rather than one that benefits direct marketing efforts.

It also means that getting to know those friendly freelancers who write about beauty, design, fashion, entertainment and health is paramount to brand’s PR health. These freelancers are tasked with the job of sourcing amazing products that consumers are obsessed with, deciphering trends, and fueling interest in emerging brands, somewhat on their own and with no guarantee of continued employment. This is a departure from the days when a committee of dozens of editors would converge around mood boards and product samples and choose which path to head down for the season ahead.

TL;DR: lifestyle media is going through a big shift, placing the onus on brands to use their social platforms like never before. Getting to know freelancers is crucial for smaller brands that are winging their marketing without outside PR.

So What’s Ahead for Spring You Ask?

With or without big editorial boards, the world is moving ahead like a bullet train speeding through the fog. Here’s what’s on our radar:

As the trees leaf out, the world’s attention is being drawn to eco friendly ideas and stories of all kinds. Sustainability is a keyword that’s getting lots of searches on Google right now.

Thrifting from charity shops and reselling on platforms like Ebay, The Real Real, and Vestiaire is gaining in popularity with influencers. They can sell their own clothing, and earn the same commissions on items listed on the sites named above as they would with other types of online stores.

What does that mean for fashion and accessory brands working to keep sales steady?

Using eco-friendly materials, ethical production practices, and helping your customers swap out the products they’ve purchased from you, such as Diane von Furstenberg’s Rewrap does, offers a great opportunity. Not only is this good for you as a business model, as you can charge a small commission on each sale, but it’s great for your image as a sustainably focused brand.

You can also consider hosting swap meets in cities around the country (or world). You can invite micro influencers and UGC types to help boost event exposure, and preview your newer designs at the same time.

Beauty brands can pledge to use eco-friendly packaging, clean and sustainable ingredients, and ship products using biodegradable materials. If you can, refillable containers are a wonderful way to boost a sustainable brand message. This of course is easier said than done for some brands that rely on certain types of packaging to keep their products safe, maintain shelf life, and keep costs down.

For social media, blogs, and podcasts, reef and ocean health are paramount as Earth Day approaches. Discuss sustainable ingredients in your products, recycling initiatives, and steps you’ve taken to reduce your carbon footprint.

Other Highlights for April:

Fashion Revolution Week is April 15th – 24th and is all about the reality of the fashion industry. Learn more at fashionrevolution.org

Wear Pajamas to Work Day is the 16th and is a great opportunity to self care brands to get in the act too.

420 Day is a great day to celebrate with CBD-infused cocktails and beauty serums. Hemp as an ingredient easily ties in with the BOHO theme.

It’s Getting Lunar Out there …

The Total Eclipse that is happening on April 8th already has everyone in a true (and manufactured) uproar (as we knew it would). Ironically we can expect a news blackout (ironically so) about this as more and more news outlets are becoming obsessed with this celestial event. There are already headlines about potential power outages, connectivity issues, and other disruptions associated with the eclipse.

The Full Moon on April 23rd is a Pink Moon which holds many spiritual meanings. The Pink Moon is thought to herald rebirth, growth, and renewal.

Including these moon and sun related events in your social media posts could be a fun way to draw your brand into the conversation in coming weeks. Here are some ideas to get you thinking:

Incorporate Symbolism: Begin by discussing the symbolic significance of the moon, emphasizing its association with femininity, intuition, and transformation. Highlight how these themes intersect with your brand's ethos and values, whether it's about empowering individuals or embracing natural beauty.
Highlight Lunar Influences: Explore the concept of lunar cycles and their potential impact on color choice for fashion and interiors, skincare and daily rituals. Discuss how the moon's phases, such as the waxing and waning stages, can correspond with changes in mood, skin condition and energy levels, inspiring tailored routines.
Introduce Moon-inspired color combos: Suggest color combinations that optimize lunar phases, ingredients or materials that complement the phases of the moon. Emphasize connections to lunar cycles and their benefits for health and rejuvenation.
Embrace Moonlit Imagery: Use poetic language and vivid imagery to evoke the beauty and serenity of moonlit nights. Describe personal rituals, drinks and recipes, candle scents or activities that are intriguing to look at under the moon's glow, painting a picture of tranquility and self-care. Incorporate sensory details to engage your audience and create an immersive experience. This has AI written all over it! If you’ve been considering dabbling in AI imagery try the Dall-E app on Canva to get started.
Connect with Nature: Discuss the harmony between nature and your brand, emphasizing the importance of using natural ingredients and sustainable practices. Highlight botanicals and scents traditionally associated with moon symbolism, such as jasmine or ylang-ylang, and their benefits.
Empowerment and Renewal: Tie the concept of the moon to personal growth and renewal, encouraging readers to embrace moments of introspection and self-discovery. Frame personal rituals as opportunities for self-care and empowerment, fostering a sense of connection with oneself and the natural world.
Educational Content: Provide educational content about lunar cycles and their potential effects on mood, health and overall well-being. Offer tips for adjusting routines based on the moon's phases and how to harness lunar energy for self-care practices.
Engage with Lunar Events: Capitalize on these lunar events to create themed campaigns or promotions. Encourage community engagement by hosting moonlit rituals, virtual gatherings, or social media challenges centered around lunar-inspired self care routines.