Tech Firms Go for Form and Function at MAGIC
LAS VEGAS—Technology companies exhibiting during MAGIC International in Las Vegas Aug. 26–29 appeared to share a common thread with their approaches toward selling technology. They stayed away from the bells and whistles and P.T. Barnum– like sales pitches, opting instead to focus on form, function and profitability. Web-based technology is still the key product being offered but tech companies are intent on taking the Internet to the next level.
At MAGIC, that next level means providing product that serves a purpose. Apparel executives have been asking tech firms to “show me the money” as well as produce results that translate to their bottom lines and technology companies have been listening.
“It comes down to usability,” said Scott Holmes, director of sales and marketing for Los Angeles-based Web site producer Zentropy Partners, part of the McCann Erickson World Group. “There was $21 billion left on the table last year, [according to Forrester Research.] That says that people aren’t using [Internet technology] properly.” Holmes sees the apparel industry as a land of opportunities, and part of the problem, he noted, is that companies have been lacking focus.
Said Holmes: “You can use the Internet for cost savings, increase revenues and brand enhancement. The key is to focus on one of these. You can’t do all three. If your objective is branding, do that. Then, the rest will follow.”
Zentropy recently produced Web site programs for Earl Jeans and ReebokWomen and has incorporated these sites into lifestyle campaigns that go beyond e-commerce and selling shoes and sportswear.
“It’s about marketing lifestyles,” said Zentropy’s Lori Schwartz, who displayed a Reebok moving picture ad that uses rich video, audio, flash and 3-D images to tell the story of an urban heroine who negotiates a gritty cityscape. Such messages tie into emotions and motivations rather than just appealing to shopping sense, said Schwartz. The technology helps communicate that message more clearly.
“Nothing’s just for the Web anymore,” she added. “With things like Tivo [television programming] technology available, everyone is editing out the commercials, so you have to have a full circle of mediums. You’re branding entertainment and leveraging lifestyles.”
Zentropy recently partnered with New York-based Viewpoint Corp., a company that supplies rich media technologies to bring lifelike graphics to Web pages. Among Viewpoint’s offerings are ZoomView and HyperView graphics, which allow users to zoom in on fabrics while viewing virtual showrooms or catalog pages. The company also offers photorealistic 3-D and high-resolution 2-D images that can dramatically enhance Web technology.
EBay Debuts at MAGIC
San Jose, Calif.-based online auctioneer eBay exhibited at MAGIC for the first time, officially bringing the eBay phenomenon to the apparel industry. The company presented a seminar on selling apparel online and hosted a display of computer workstations linked to its Web site.
EBay’s Danielle Levy said response to the company’s presence at the show went beyond expectations. The company recently launched a clothing category where retailers and companies can sell their excess inventory, overruns, irregulars, etc. The next step comes Sept. 20 when eBay debuts a bulk lots category, which will give apparel resources further opportunities.
Said Levy: “Once someone buys from you on eBay, he or she is your customer. We’re trying to be that one-stop shop with full ecommerce capabilities. I think we can make an impact [on the apparel industry].”
For now, eBay is being used as an offprice resource, but Levy said the day may come soon when apparel resources will be selling in-line goods.
Watching From Afar—Web-Based Security
Softnet Builder of Diamond Bar, Calif., introduced its Web-based net Z eye remote security management system, which goes well beyond VCR-based video surveillance systems by linking security cameras to remote Web access.
“This is an improvement over the old technology,” explained Softnet’s Henry Chow. “Since the wise guys got wiser and started taking the tapes from the VCRs [during robberies and burglaries], it made sense to establish remote access over the Web so someone can monitor activities from an offsite location.”
Chow said the aim is not only to prevent external theft but also internal theft, as well as customer service management.
While remote access is limited to monitoring only, Chow said technology will soon allow remote recording of events as well.
