Customer are on the hunt for information and inspiration — and searching multiple channels to get it.
From in-app to in-store and online, today’s shoppers are taking this consideration phase of their shopping journey to the next level — researching the infinite options available, reading reviews from multiple sites, and digging into the details behind every business they interact with.
For marketers, this means it’s no longer enough to simply push products through conversion-driven ad campaigns: It means encouraging engagement your brand throughout the customer journey.
Here’s why ads need to sell brand, not just product in 2021
Brand storytelling inspires consumers to imagine something wonderful.
Blending product recommendations and brand assets gets people interested in everything you have to offer.
Interactivity promotes a memorable brand experience.
Highlighting different aspects of your brand or products lets people customize their ad experience.
The way get the best results for your campaign objectives across the funnel,goes from driving awareness of your brand, to influencing customer buying process.
Diversity—from gender diversity to culture, age, and race—has been shown to breed creativity and innovation. Organizations across industries are seeking to prioritize and benefit from a diverse and inclusive work environment.
Men and women will inevitably have different experiences and backgrounds, which shape their approach to business. Challenging each other and collaborating with people who think differently can breed creativity and promote the innovative ideas that push organizations forward.
“Even with the very best of intentions, we have a tendency to gravitate towards people who are like us. It takes a real leader to say ‘I need someone to challenge me.’ That challenge can spawn new creativity, innovation, and growth.”
Women excel at the soft skills needed for business leadership
While technical skill and knowledge are fundamental to career success, CEOs consistently cite soft skills as the key desirable professional attributes.
Although characteristics like effective communication, empathy, and self-awareness are difficult to measure, they are highly valued and can make a real difference to the bottom line.
Soft skills and emotional intelligence may prove a key competitive advantage for women in business. Apparently women outperform men in 11 of 12 key emotional intelligence competencies. These competencies included emotional self-awareness, empathy, conflict management, adaptability, and teamwork—all essential skills for effective leadership in the workplace.
Women represent huge economic power and offer important consumer insight
With the power of the female consumer in mind, it’s evident that women are best placed to tap into that opportunity and bring valuable consumer insight to the table.
Tapping into the insight both men and women offer can make products and services more marketable and a business more profitable.
While most executives agree that the best person—regardless of gender—should get the job, the stories of women finding more success with a male or gender-neutral name on their CV demonstrates that unconscious bias still exists.
The women who are in or want to position themselves for leadership roles often feel they come under particular scrutiny. Where men may be encouraged to be ambitious or assertive, women are programed from a young age not to be “bossy”. Underlying gender bias means the same behavior and characteristics—initiative, passion, and taking charge—can be interpreted differently in men and women in the workplace.
Women are less successful when it comes to salary negotiation
Women’s own reluctance ask for higher pay is often cited as a factor behind the gender pay gap. When Glassdoor did a recent survey on salary negotiation, it found that 68% of women accepted the salary they were offered, while nearly half of the men surveyed negotiated before accepting a role. It also revealed that when women did try to negotiate their starting salary, the outcome was generally less favorable.
Challenging the notion that women don’t ask for raises, a 2016 study from Cass Business School, the University of Warwick, and the University of Wisconsin, found that women are equally as likely as men to ask for a wage increase. But they’re also 25% less likely to get one.
It’s almost an accepted truth that men have a better sense of self-belief when positioning themselves for leadership roles or negotiating pay. Even highly successful women suffer from “imposter syndrome”, feeling inadequate and underestimating their worth. Women believing in their own value and demanding a salary that reflects it is an important step in closing the wage gap, while greater pay transparency can also help to level the playing field.
Opportunities for women in business
Gender equality and inclusivity becoming policy
For many of forward-thinking organizations, gender equality is becoming a matter of policy, whether it’s committing to equal representation of women in the boardroom or hiring diversity officers.
Discouraging and circumventing bias through hiring policy can help organizations to reap the benefits of balance and equality. Rather than political correctness or buzzwords, if diversity, inclusiveness, and gender equality become policy and are embedded in business strategy, businesses thrive.
Making a commitment to things like equitable gender representation, inclusive company culture, and work-life balance—including maternity and paternity benefits—also help organizations to attract top talent. These are a few reasons why companies like Salesforce, General Electric, and Deloitte are cited as excellent places for both women and men to work.
Entrepreneurship as the path to leadership
For a growing number of women, the fastest route to the c-suite is launching their own business. In the United States, the number women-owned businesses have increased 74% over the past 20 years—1.5 times the national average. Today’s start-up culture empowers women to be their own boss and pay their own salary, defining how they want to work and making the balance of career and family life easier. Entrepreneurship presents a path for women to close the pay gap and rise to leadership positions, on their own terms.
Running their own company also offers the opportunity for women to collaborate with and hire other ambitious, like-minded women, fostering a new generation of women in leadership roles.
Strengthening credentials with a business degree
To stand out in a competitive job market, many women hone the knowledge and expertise they need through a business degree. The number of women enrolling in business school is steadily on the rise. Whether it’s undergraduate study, an MBA, EMBA, or Masters degree, business school offers a valuable platform for women to become subject-matter experts, practice leadership skills, and gain the confidence they need to step into the boardroom.
The latest fashion trends seen on the Fall Winter 2020 2021 runways
TThe latest fashion trends seen on the Fall Winter 2020 2021 runways Fall Winter 2020 2021 fashion collections. At first glance streetwear’s footprint is a closed chapter: designers have recreated the concept of femininity. A woman who follows more bourgeois stylistic codes does so by choice and not to lock themselves into predefined stereotypes.
The idea of feminine takes form through various traditional sartorial coats, pleated or midi skirts, bon ton collars and silk blouses. A look to the past but with a contemporary filter
Elegance and femininity, rigor in the forms and preciousness of the fabrics, these are the keywords that define fashion for Fall Winter 2020 2021.
The February 2020 fashion month has made history. First of all, it has opened a new decade, which frequently coincides with a change of direction. We have all appreciated that designers have definitely left streetwear behind in favor of a new femininity, strong and conscious, free from stereotypes
But the fading away of this trend is replaced by a new awareness of a sustainable wardrobe: the big money, once spent to fulfill the need for new designer drops and must-have special collabs, is now used to buy long-lasting pieces, often crafted from materials that care for the planet. And the new generations seem also to opt for vintage garments and accessories, purchased in second-hand markets or discovered in their mums or grandmas closets. And this is why Lady D is considered a style icon also today.
Check some of the FW21 Sales Campaign open to buy wholesale on our partner site http://nkob.it
Building good relationships with the right headhunters can pay off in the long run.
What is a headhunter?
There is a distinction between headhunters and recruiters. Headhunters tend to be more singularly focused on filling a particular role and actively seek out the perfect person for the job, whereas recruiters tend to work on multiple jobs at once and rely more on candidates finding them. “You’re going out to find people. You’re not waiting for them to come to you,”
A headhunter usually tries to convince a high-performing worker to leave a job for a competitor : they’re recruiting someone out of their current seat based on a referral or knowing that they’re good in their current space.” This can be more challenging than trying to find a role for someone who is looking for a new job. “They’re happy and you’re motivating them to make a move.”
Do headhunters focus on people who are mid-level or higher?
Not necessarily. While some headhunting firms specialize in filling C-suite jobs, others fill jobs that require less experience.
Headhunters don’t work for you, they work for an employer.
Headhunters primarily work with companies looking to fill a position. If you aren’t getting a call back from a headhunter, you are not alone. A headhunter’s focus in most cases is to devote his or her time to the client, not a job seeker who isn’t an active target.
Why would a company hire a headhunter?
Companies hire headhunters for a variety of reasons. “It could be that it’s a messy situation, so they need a recruiter to sell it,”
Another reason could be the seniority of the role, recruiting for a very senior-level position, such as a division president or chief executive, can be a heavy lift and companies may prefer to use a headhunter with the expertise to find the ideal person from a “large universe of potential candidates.”If you are contacted by a headhunter, it helps to ask tough questions about why the role is open, because some of those reasons might not be positive for a candidate. “Maybe there’s turnover, maybe the boss is a screamer. There could be all sorts of reasons they’ve hired this recruiter.”
How to find a headhunter to work with.
Since most headhunters are looking at a fairly small pool of people, you may have to get creative to get yourself on their radar.
Find out who the headhunters are that are targeting them. There is often a virtuous cycle of people referring headhunters to their contacts when they themselves are not interested in positions.
You may need to tell people you trust in your network that you are open to talking to headhunters. It is useful to develop a relationship with a headhunter that might pay off later. If you happen to be contacted by one for a position you have no interest in, think about how you might be able to help him or her with a solid reference to someone else in your own network. “I always tell people if they’re looking, identify a few headhunters that you can establish a bit of a rapport with so that they kind of know you and stay in touch,” That always creates goodwill.”
What are headhunters looking for and what are their motivations?
Headhunters look for high-quality candidates—who in most cases are already employed—and try to convince them to leave for a better job. Usually, they are trying to meet specific requirements from the company that hired them to fill the job, but sometimes they may look for less obvious candidates who might be an interesting wildcard.
How disreputable headhunters can harm you and how to avoid them.
You need to be smart about which headhunters you are willing to work with. You should make sure they are not trying to hire you for a job that someone else left due to an unresolved problem, such as the work culture or bad management. You also need to avoid working with headhunters who aren’t thoughtful about the jobs they submit you for. “If they’re just sending your résumé around to different firms—let’s use banks, for example—some headhunter gets your résumé, or some recruiter gets your résumé and they’re not professional, [or] good at what they do, and they start sending you around to different companies without telling you where your résumé has been sent in, that can absolutely crush your chances of getting jobs at certain places,”