“Adventure may hurt, but monotony will kill you”
In the traditional approach, conventional marketing is aligned with the insights of the consumer to deliver exactly what the market wants, whereas disruptive marketing either challenges the conventional thinking in the existing market or develops a whole new market altogether.
Disruptive Marketing is the art of creating campaigns and advertising that either transforms the way a brand is viewed by the consumer or completely shifts the customers perception of an entire industry. The most important aspect of disruptive marketing is that it is totally different from the norm. This means taking the expectations of traditional marketing and developing them using either new technology or different channels to engage customers in a way they have not experienced before.
One of the more recent examples of Disruptive Marketing within the fashion industry is Rebecca Minkoff’s introduction of Interactive Screens displayed both on the shop floor and in the fitting rooms of their “connected” flagship store in the Soho neighbour hood of New York. This store merges online and physical shopping together. The ‘connected wall’ features a mirrored display that shows videos and inspirational content, and enables interaction as shoppers can touch the surface to request associates to prepare fitting rooms, order drinks and even change the environment’s lighting. The ‘connected walls’ recognise all items in the room through RFID and identifies other sizes and colours that are available to the customer, meaning that shoppers can also use these interactive displays to browse and order different styles or sizes. In addition, you can use it to get a staff member to bring you a different size if the one you picked out is not quite right..Handy for if you’re standing semi-naked in the fitting room!
-(Think with Google. 2015).
Uri Minkoff, the CEO of Rebecca Minkoff, says “it’s not only about making the experience feel more futuristic for shoppers, but also removing some of the human interaction that commonly takes place at physical locations. The latter, he says, stems from the idea of “the Pretty Woman moment,” where some customers would prefer not to be judged for their purchases” (Engadget. 2016).