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THE ROAD TO BRANDWEEK: LEADING UP TO THE BIG EVENT, OUR INTERVIEW SERIES FEATURES SOME OF THE STELLAR MARKETING EXECS SET TO SPEAK.

CHERYL KAPLAN, PRESIDENT, M. GEMI

Adweek: What does it take to create an impactful luxury brand in a fast-fashion world? Kaplan: Today's consumer is extremely savvy, so shopping has become so much more than a transaction. Creating beautiful product is a given, but consumers are also looking for a great experience from end to end, which is why we have made shopping for M. Gemi such a simple and enjoyable process every step of the way. We built brand loyalty from the ground up by exceeding our clients' expectations in everything we do, pairing luxury product with concierge customer service and the constant newness of our Monday drop model. All three of these priorities--product, service and concept-need to be in harmony to succeed in the market today.

What's your greatest marketing tool? Our marketing is built around creating an "obsession-worthy" brand and experiences that our customers can connect with on a deeper, emotional level. We actually view every aspect of the customer experience as part of our marketing strategy and our greatest tool to ensure our customers return to us time and time again--that includes the packaging, email marketing, social media, site experience, physical retail and of course, the product itself. That desire to connect, coupled with various data science-driven tactics and channels, help us spread the word about M. Gemi.

Lots of luxury brands are looking to street fashion to get younger consumers' attention. Is that smart or silly? Smart--but that can be challenging for many luxury brands, who can't keep up with the demands of today's consumer. As a direct-to-consumer brand with a uniquely agile supply chain, we're able to respond to customer preferences at a cadence formerly unheard of in the luxury footwear market--in as little as four weeks--so we operate at a much faster speed and can actually meet our consumers' desires in the moment without compromising on quality and craftsmanship. Additionally, it is essential that we never sacrifice M. Gemi's brand identity to follow a fleeting trend. Our customers and their real needs are always at the core of any decision we make.

BY KRISHNA MONLLOS

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Author:Monllos, Krishna
Publication:ADWEEK
Date:Sep 24, 2018
Words:362
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