Migros is one of the largest private label manufacturers in the world. Not only does it produce things for itself, no, it produces for almost all supermarket and hypermarket chains as well as discounters and dynamic drugstore chains in Europe and the world.
That's why I think it's a shame that Migros doesn't involve well-known online fashion bloggers and Youtubers in its creative team for product and innovation products.
It is economically worthwhile for the chains and manufacturers to rely on Youtubers and fashion bloggers. Expensive contracts with world-famous singers, models or celebrities are no longer necessary.
Why not work together with Sami Slimani (approx. 1.4 million fans) and launch a trendy Iam Special line. What Migros doesn't do with I am/Bellena, it produces for Balea (from dm) and Rossmann in Germany.
I also don't know anyone I know (up to 20-40 years old) who buys clothes from Migros.
The items are in the middle of the price range. However, there are hardly any products that they will wear when going out or on the street.
"What we love, we make ourselves" is a slogan from their Von Uns Von Hier campaign.
I hardly notice this in the drugstore range. Hardly any trendy products are launched. In my opinion, it looks more like 08/15 cosmetic products.
Hence my tip to Walter Huber/Mr. Siber:
Invite well-known fashion bloggers and Youtubers. Let their ideas influence your team and show that the M-Industry is also innovative.
And doesn't just have to wait 1-2 years for the trends from America....
PS. Turkish Airlines and Turkish Tourism have invited Top 10 Youtubers to Istanbul. So 10 famous personalities come to Instanbul and show the beauty. The price for all costs incurred will be much less than an expensive advertising campaign on RTL, Prosieben and co....
All replies (2)
Guest
Hello EenergyI apologize that you had to wait a few days for feedback - I was away for a few days, so your message was left with me. Thank you very much for your thoughts and this suggestion. It is indeed the case that many larger companies are currently working with YouTube stars and bloggers. You can see this particularly well in the fashion / beauty sector.We too have already held various events with bloggers - just recently, for example, at the launch of our new I am hair products.Our main focus is still on the market in Switzerland. It will take some time to identify bloggers and Youtubers for Switzerland who fit in with Migros and are known and accepted by our target groups.But you can see that this idea is not entirely new to us and we are already working on it. Do you know any Youtubers and bloggers that you would find interesting for us?Best regardsTanja
Guest
" 1.4 million fans" and that's worldwide ... that's totally blatantly "representative"!!! It's very easy to find a few million people on the Internet who are supposedly interested in a few weird ideas and who just throw "likes" around. It costs nothing and doesn't commit you to anything.
But Migros has to work economically and can't live off a few designer ideas that nobody buys. Migros' success story is not based on any fashion trends, but on consistency.
I'm really not in favor of Migros (or Switzerland) somehow "sealing itself off" ... but unfortunately Migros can't implement the ideas of a few bloggers.
Much more "regional" and sustainable ideas are needed.
But I also believe that there is an urgent need to set up an "ideas park". This even belongs in the "culture" sector, which Migros supposedly supports.
"Migipedia" is one of many attempts to involve the public in the discussion about new ideas. Bosch is already trying unsuccessfully, Nissan is trying unsuccessfully, Google is trying unsuccessfully, Nike is even scaring away people who have new ideas, Microsoft is probably also trying ... but hasn't even found 1000 "bloggers" for it ... and Migipedia isn't really on the road to success either.
But there is a very simple way to get a lot of very interesting ideas ... and this method could be injected by the "culture department" of Migros ... It is part of the "Swiss" culture not only to use good ideas oneself, but also to share them with the general public. But even in the "culture department" of Migros, there seems to be no one who understands that daily life and its constant improvement is also part of "culture".
brainstuff