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#RIC19: Nicole Miller Unveils Secrets To Brand Longevity Featured

  • Written by  Alicia Esposito, Content Strategist
#RIC19: Nicole Miller Unveils Secrets To Brand Longevity

Remaining top-of-mind for more than three decades in the fickle world of fashion requires a rare combination of abilities. Designers need to stay true to themselves and their brand, while also frequently reinventing themselves. They must maintain their products’ quality, even as they expand their portfolio. Since opening her first store on Madison Avenue in 1986, Nicole Miller has become a mainstay in the fashion world and an inspiration for brands striving to stay relevant as consumer behaviors and preferences evolve.

Attendees will be able to get up close and personal with Miller when she takes the stage during the 5th annual Retail Innovation Conference, which will be held May 6-8 in New York City. Dan Hodges, CEO of Consumers in Motion, will interview Miller during an intimate fireside chat, where they will discuss her most notable career milestones and her perspectives on the disruptive retail climate.

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Hodges interviewed Miller once before, at REMODE 2018, and is excited to sit down with her again. “She’s a very approachable, wonderfully talented person who’s been doing the same thing since she started her company,” he said in an interview with Retail TouchPoints. “She has been able to build a structure around herself where she can successfully create and evolve.”

That evolution is driven equally by stellar product and innovative brand strategy. Initially beginning her fashion journey with men’s ties, Miller now has an expansive assortment that includes women’s fashion, handbags, footwear, jewelry, activewear and children’s fashion — even home, kitchen and bath. And it is consumers’ memories of Nicole Miller products that make the brand, and the designer, stick.

“Everyone can look in their closet when they think of Nicole Miller,” Hodges explained. “She has affected everyone in some way, and they can think back about what they wore and where — and they like what she’s doing still.”

Although customer retention is critical to brand survival, Miller doesn’t minimize the importance of acquisition — especially as Millennial and Gen Z consumers acquire more wallet share. She is mindful of the impact of Instagram and social media influencers, and during her session she’ll reveal how the brand is refining its marketing arsenal to build a thriving community of fans.

The future of brick-and-mortar, and how retailers can better adapt to new rules and realities, will also be a key topic of discussion. “Retail is going through a really tough time,” Hodges noted. “Her distribution is through retail too, so she’s feeling it.” He added that Miller is testament to the fact that brands must “be mindful of the super-changing marketplace and respond to it.”

Miller is just one of the many innovative executives who will be speaking during the Retail Innovation Conference. While the agenda is already packed with timely and compelling content, it is being updated regularly. Visit the event web site to learn more about the event and reserve your seat: www.retailinnovationconference.com/registration.

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