Un_Standard launches HNTRISM

Un_Standard has had the utmost pleasure in building a brand from the ground up called HNTRISM, a media platform dedicated to discovering emerging and niche brands from around the world. HNTRISM Magazine features articles about fashioninteriors, grooming, culture, and beauty. The platform also features. three digital boutiques. Berchard’s Fine Living spotlights the best of home interiors and home entertaining. Asbury Apothecary features skincare and fragrance. And finally, FOUR/POINT/EIGHT showcases men’s and women’s fashions and accessories.

Affiliate partners include such notable brands as Malin+Goetz, Design Within Reach, Wallpaper Magazine, Berlin’s VooStore, L.A based boutique Ron Herman, N.Y. based boutique Blue + Cream and Charleston’s Hampden Clothing.

Future developments for the platform include the launch of a visual media platform, an app developed in conjunction with tech firm delaPlex, and advances in tech-enabled shopping. HNTRISM plans on launching a series of brand-immersive pop-up shops

First impressions count

Like It Or Not, First Impressions Count

Short attention span…

Like it or not, first impressions count

As a society, our attention span is getting shorter and shorter. Mastering Twitter is an art form, because you need to be able to convey a complete thought in 140 characters or less. Google Adwords is even shorter.  You need to be able to clearly communicate an offer, give an inventive to click through and pay it off in an even shorter space. So take this in to consideration when you deal with your customers. First impressions count.

Our brains are accustomed to filling in the blanks at record speed. We try and complete as much of a profile as possible when we meet new people and when we experience new brands. Take for example Facebook. Scour through a random selection of listings. It’s probably very easy to categorize people by the image that they’ve selected as their profile image. It’s pretty easy to figure out who is an aspiring photographer, a drunken sports fan, or just a flat out lush.

We make decisions about brands all the time. In fact, that’s what a well-crafted brand is supposed to do. It might be easy to gloss over the details thinking that they’re inconsequential. But just like those Facebook profiles, customers are “filling in the blanks” about the kind of company that you are.

So needless to say, it’s important to give a damn about the details. Websites are often the first experience that a potential customer has with a brand. Nobody will care about your website unless you do. That means that it is crucial to think long and hard about how you want to be perceived as a company. It’s important to get it right from the get go.

As a business, it is important to really understand why you started that business in the first place. You probably needed to convince your loved ones about the rational thought behind quitting your perfectly stable job to venture out into the unknown. And this explanation is going to come in handy to give to your customers. Why are you in business, and what’s in it for me? The companies that truly excel are the ones that understand what they’re doing and why they’re doing it.

Get this right from the start, get it ingrained into every facet of the company, and clearly communicate the reason for your existence on your website (and every other piece of communications that your company has), and you’ll have an advantage over countless other companies out there that haven’t figured out the details.

The Domain Name Game is Changing

It’s a game that many startups play when choosing a name for their business venture. Check the URL to see if the “chosen name” is available with a dot-com extension. Often times, we end up making up names out of the blue so that we can lay claim to that elusive dot com. After all, how do you think that recent startups came up with the names of their businesses, like Etsy, Pinterest or Tumblr? They weren’t necessarily the first choice for those starting their businesses, but their domain with a dot-com extension was available. But now, the domain name game is changing.

The non-profit organization that oversees the domain naming process has recently announced a change to the way that domain names are dished out. Countries that have domain extensions that hold any sort of appeal to businesses can now license the use of their domain extensions in the United States. Startups are now no longer forced to make up strange business names just so they can grab said name with a dot-com extension. The .co extension, which actually hails from Columbia, is catching on with startups. We are starting to see new businesses with extensions such as .ly, which comes from Lybia, .io, which is an Indian Ocean domain and .fm, which is a Federal States of Micronesian domain. Now, startups aren’t limited to naming their company by whatever is leftover on .com. Part of what startups like about the .co domain extension is that it alludes to “company” and small business startups can settle for their original choice for a company name.

The domain name game doesn’t stop with startups though. Larger companies such as Google purchased .google and .goog, therefore giving Google more control over its brand by sending customers to an easy to remember website with a branded domain extension.

There are drawbacks with alternative domain suffixes for small businesses, especially when it comes to SEO and Google, which is currently set to give priority to sites that end in .com, .org and .net. But as small businesses begin taking advantage of this naming structure, you can bet that Google will adapt its analytics to follow the trend. So when you’re starting your small business, you no longer have to play the domain name game. Simply name your company as you’ve originally intended, and incorporate one of the new domain suffixes to match.

From Catwalk to Sidewalk: Burberry’s Concept of Fast Fashion

From catwalk to sidewalk

Burberry goes the way of fast fashion, a la H&M? Fear not fashionistas! Burberry isn’t planning on competing with Primark any time soon, but they’ve cleverly upped their game in regards to getting their product into the hands of those that want to buy. Call it a “catwalk to sidewalk” strategy.

Burberry is to embrace its own concept of ‘”fast fashion” by allowing consumers to buy items from its next collection online and in-store ahead of traditional drop dates. For the first time, consumers will be able to purchase Burberry’s garments from the autumn-winter collection directly through a campaign gallery and short films on their website to instantly move their garments from catwalk to sidewalk. The campaign will also run across digital platforms including Facebook, Twitter, Google+, Instagram and Pinterest.

Runway to reality

The news follows the launch of the brand’s catwalk to sidewalk strategy called ‘Runway to Reality’, which allows VIP consumers to buy items from its runway collections immediately, via an iPad app. The brilliance of this strategy is that it eliminates the lag time that fast fashion retailers such as Primark and H&M were able to exploit. Previously, a high end designer would show their collection in any of the fashion capitals well ahead of the date that any of the items would end up in retail stores. This lag time allowed the fast fashion bunch to copy the designs, put them into mass production and get them into their stores, often times in advance of the originals. Spanish retailers Mango and Zara were notorious for their extremely quick production times that allowed them to released their knocked off versions of the high end designers before the high end designers had a chance to release their designs to the public. Burberry is a very smart company, and was obviously aware that the  fast fashion retailers were copying their creations. So what better way to avoid that than to make the originals available for sale at the moment that they are revealed to the public?

Now, if Burberry can address the catwalk to sidewalk dilemma, then hopefully next on their agenda would be to address the issue of sustainability in the fashion world by reducing the amount of pollution that their industry generates during the production process.