UPCOMING EVENTS:

HFPA Webinar: Step on the G.A.S. (Gratification, Agency, and Stability): Consumer Behavior in the New Normal featuring Michael Solomon

Tuesday, July 21st at 10 AM ET

The Pandemic will change our world for years after the virus disappears.  We’ll have to rethink and modify our purchase decisions, large and small.  Some disruptions in consumer/marketer relationships that already were looming will come faster and more decisively. How do we define brand value?  How should companies talk to customers?  How do people function in an emerging gig economy where every encounter might be fatal? How do we redefine what it means to go to work or to socialize? 
 
The virus poked the bear, and now marketers need to respond to life in The New Normal.
 
The changes that started well before the Pandemic reflect the transition in our society from a modernist to a postmodern culture.  Postmodern consumers don’t always follow the rules that marketers decree.  That’s because we don’t buy products because of what they do… we buy them because of what they mean.  Today’s consumers define themselves by the brands they choose.  Their idiosyncratic choices create a pastiche of meaning that gets updated 24/7.  Marketers no longer drive the train, even though they can still ride it.
 
This means that the firm categories we love to use to understand our world – and our customers – are no longer valid.  In particular, the traditional labels we use to segment consumers have stopped working. Today’s consumers are like chameleons, who change color constantly.  They no longer sit passively in the tidy cages we put them in.  The convenient dichotomies we rely upon, such as Male vs. Female, Young vs. Old, I vs. We, Consumer vs. Producer, Offline vs. Online, and many others, no longer mean very much.  
 
In the New Normal, we’ll see these cages open even faster as people are exposed both to new possibilities and to new constraints on their daily lives.  Many of us for example will rediscover the value of community, and others will rethink the value of commuting to work everyday. In this presentation, we’ll explore some of these comfortable cages, and show why marketers need to ignore them in order to prosper.

  •  


 

Michael R. Solomon, Ph.D.
Consumer Behavior Expert and Speaker

Michael “wrote the book” on understanding consumers.  Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.  

Michael’s mantra:  We don’t buy products because of what they do.  We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric.  He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.  Michael is a Contributor at Forbes.com, where he writes about issues related to consumer behavior, marketing and retailing.
 
As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies.  His articles, published in journal including Journal of Consumer Research, Journal of Marketing, Journal of Advertising, Journal of Retailing and Journal of Business Research, have been cited over 30,000 times. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow.  An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”

 

 

PAST EVENTS:

HFPA Webinar featuring Neil Saunders - 06-23-2020
Thank you to all that joined us on for our virtual event!  To access the recording from this event, please click the link below:
https://kellen.zoom.us/rec/share/yPVQArLb2F1OZ53n2lrwUJQsTr25T6a80ycc-fNZxUaBUuSWmbbBtAswlHRNCBhr?startTime=1592935316000
 
 
Neil Saunders
Managing Director and Retail Analyst at GlobalData Retail

Neil is Managing Director of GlobalData’s US retail and consumer division.  In this role he oversees the development of the company’s proposition and its research output. He also works with clients to help them understand the retail, shopper and market landscape – advising them on how best to develop, evolve and implement business strategies.
 
Prior to GlobalData, Neil worked at retail research firm Verdict for ten years. He latterly held the post of board director with responsibility for Consulting, Corporate Development and Planning.  Before Verdict, Neil worked for the John Lewis Partnership where he was involved, among other things, in the planning and relocation of new stores, the development of the ecommerce business, and the creation of technical and information systems.
 

#PowerChat in the #ZoomRoom - 06-02-2020
Thank you to all that joined us on for our virtual event!  To access the recording from this event, please click the link below:
https://kellen.zoom.us/rec/share/zvwrH4PuyjlJG6vC1WTuSIArT5X_X6a8gXAZ_fpZz0Zb3kLC5DOPFsyCych0rWlu?startTime=1591106478000

#PowerChat in the #ZoomRoom - 05-04-2020
Thank you to all that joined us on for our virtual event!  To access the recording from this event, please click the link below:
https://kellen.zoom.us/rec/share/vJdScrbt9mpLfaPm0XrBZ4IDOYT8aaa8hCkc-6cMzk6yNYMJoswdHxWKs6kH1L9P?startTime=1588687370000

#PowerChat in the #ZoomRoom - 04-14-2020
Thank you to all who joined HFPA's first virtual program (we had 60 attendees!).  We welcome you to join us for our next #PowerChat about COVID-19's impact on the industry via Zoom on Tuesday, May 5th at 10AM (ET). Please think about the positive solution(s) or innovation(s) that your company has instilled during the pandemic, and be ready to share with others on the call!  HFPA is here to continue to support the conversation in our community and industry, especially during these times.
To view today's recording please click the link below:
https://kellen.zoom.us/rec/share/pvYscon39GBLQ6fUtAL_C_I6Ocffaaa8gCVL-_VenUYD2IGZUkYsISMAiBnBG8Vw?startTime=1586872790000

NEW COVID-19 Interactive Zoominar: Industry Landscape | Challenges and Innovative Ideas
HFPA is here to support conversation in our community and industry, and we welcome you to join us for this valuable meeting for one hour on Tuesday, April 14th at 10AM (ET). Please think about one positive solution or innovation that you are willing to share that may help others on the call through this pandemic that has impacted us all. HFPA’s legal counsel, Robert Leo, will join us for any questions you may have.  To view the audio or video recording of this zoominar please click here.  The access password is b7+93&N?

Trade with China 2020
On Thursday, January 23rd, HFPA legal counsel Robert Leo will discuss the status of the trade war with China, including updates on the List 4A provisions and List 4B, and how members can mitigate the effects of the additonal tariffs.  To sign up for this webinar click the button below!  please note that instructions on how to access the webinar will be sent a few days prior to the event.

International Trade in 2019:  Are You Prepared?
In January, HFPA conducted a webinar entitled, “International Trade, Are You Prepared?” HFPA and ADFC Counsel, Robert Leo, discussed the important trade issues facing HFPA members. Bob also provided the latest news on, and answered questions about, the Administration’s negotiations and continued retaliation v. China, Congress and the USMCA (the new NAFTA) and related issues. For more info and a copy of the presentation, contact Robert Leo.

5 Best Practices for Succeeding on Amazon
Orca Pacific is a full-service Amazon agency located in Seattle specializing in maximizing clients’ sales on Amazon by developing and implementing a holistic marketing and advertising strategy and also offers full account management services. John L. Ghiorso, CEO of Orca Pacific, will focus on 5 best practices for succeeding on Amazon: Using the Amazon “Flywheel” to your advantage, Optimize Content for Search and Conversion, A Full-Funnel Approach to Amazon Marketing, Vendor Central vs. Seller Central vs. Hybrid Approach and Digging into Analytics-Always be Testing and Learning. Whether you’re an Amazon expert or in the early stages of selling on this platform, you are sure to pick up valuable information that will make you smarter about how to best approach the business. The webinar is open to all members of your organization.

355 Lexington Avenue, 15th Floor
New York, NY 10017 USA
P: 1-212-297-2122

© Copyright 2020 Home Fashion Products Association.
All rights reserved.

JOIN HFPA