菲律賓設計師作品
Rags2Riches was featured in Fashion Forecast 2008 -- a fashion show featuring new and upcoming Filipino designers -- held last June 21 at the Rockwell tent. It was really wicked seeing our Nanays' creations being flaunted by sassy models.
Anyway, this whole RIIR phenomenon is really fulfilling our wild expectations :) From the very beginning, we were very conscious of avoiding the "pity buy" --- consumers buying our bags just because they felt pity for the livelihood project's Nanays. From the onset, we wanted our RIIR bags to be "lusted" for by consumers. This thinking really drove our marketing efforts --- from our website (http://www.rags2riches.ph) to our upscale events to our fashion magazine appearances all the way to our photography and catalogues.
This got me to arrive at the fact that there's now a 5th (and most important) P of Marketing. On top of the traditional Kotler thinking on the 4 P's - Product, Price, Place, and Promotion, we should now add and fully embrace the 5th P ... PURPOSE.
Call it cause or advocacy marketing or whatever -- but it's power can no longer be denied. From Going Green to Saving the Planet to Product Red to Nike's Livestrong --- consumers more and more are looking for purpose, and those brands who not only do it as sugarcoated marketing but in fact embed it into their very DNA will be the ones who'll win.
Anyway, this whole RIIR phenomenon is really fulfilling our wild expectations :) From the very beginning, we were very conscious of avoiding the "pity buy" --- consumers buying our bags just because they felt pity for the livelihood project's Nanays. From the onset, we wanted our RIIR bags to be "lusted" for by consumers. This thinking really drove our marketing efforts --- from our website (http://www.rags2riches.ph) to our upscale events to our fashion magazine appearances all the way to our photography and catalogues.
This got me to arrive at the fact that there's now a 5th (and most important) P of Marketing. On top of the traditional Kotler thinking on the 4 P's - Product, Price, Place, and Promotion, we should now add and fully embrace the 5th P ... PURPOSE.
Call it cause or advocacy marketing or whatever -- but it's power can no longer be denied. From Going Green to Saving the Planet to Product Red to Nike's Livestrong --- consumers more and more are looking for purpose, and those brands who not only do it as sugarcoated marketing but in fact embed it into their very DNA will be the ones who'll win.
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