Geo-Fencing in Urban Fashion Retailing

ABSTRACT Mobile marketing is on a roll right now. Geo-fencing as an essential part of the mobile marketing exploits the potential of the urban fashion industry.

1

Table of Contents
Technology ....................................................................................................................... 3
What‟s Geo-Fencing? ....................................................................................................................................................... 3 How it works?...................................................................................................................................................................... 4 Why Geo-Fencing (Overall Perspective)? .............................................................................................. 5 Why Geo-Fencing (Organizational Perspective)? .................................................................................. 6 How Can We Apply This Technology? .................................................................................................. 7 Current Applications In General ............................................................................................................. 8

Industry............................................................................................................................ 9
Characteristics of Urban Fashion Industry.............................................................................................. 9 Brand ..................................................................................................................................................... 10 Targeted Customers .............................................................................................................................. 10 Future Trend of Urban Fashion Brand .................................................................................................. 12 Current Applications In Urban Fashion Industry .................................................................................. 13

Future .......................................................................................................................... ..14
What‟s the Next?................................................................................................................................... 14

Exhibit ............................................................................................................................ 16 References ..................................................................................................................... 21

2

so that when the geofencing device enters or exits the area a notification is generated. <http://techcrunch. providing business information. 7848765. 2 Schonfeld.com/2010/12/21/where-geofencing-patent/>. providing locationbased alerts. an SMS or email alert is sent. the Free Encyclopedia. outputting location-based information on a mobile device. providing an adaptable user interface." TechCrunch. 17 Jan. "Where Is Awarded The “Mother Of All Geofencing Patents”. Web. Where. 2011. tracking mobile devices. Web.”1 Geo-fencing is a feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries. remotely effecting a change on a portable electronic device. 23 Apr.” In this case. <http://en. verifying transactions and tailoring information to the behavior of a user”2 1 Wikipedia." Wikipedia.org/wiki/Geofence>. The notification can contain information about the location of the device and might be sent to a mobile telephone or an email account. ” (Exhibit 2) The full abstract reads: “Provided herein are methods and systems relating to location-based services such as social networking. from simple “location-based alerts” to “verifying transactions and tailoring information to the behavior of a user. Geo-fence programs allow an administrator to set up triggers so when a device crosses a geo-fence and enters or exits the boundaries defined by the administrator. providing demographic information. 3 . providing a geofence. varying transmissions to and from a mobile device. also defines a geo-fence as possibly being “associated with a moving location that is associated with a portable electronic device. Patent No. Erick. 2011. The patent describes practically every mobile app with any kind of geo-trigger. 5 Apr.Technology What’s Geo-Fencing ? “A Geofence is a virtual perimeter on a geographic area using a locationbased service.wikipedia. 21 Dec. (Exhibit 1) The “mother of all geo-fencing patents”. 2011. the geo-fence is placed around individual users and moves with them. "Geofence. 2010.

4 . or. In the situation in which geo-fencing relies on the carrier‟s network to establish a subscriber‟s location. BBC News.Overall. 2005-08-03.stm. In this paper. broadening the base of potential users. While a GPS enabled smart phone has applications.bbc.Based Service. the carrier‟s network adopts the network-based tracking techniques that utilize the service provider‟s network infrastructure to identify the location of the handset.3 (Exhibit 4) Whether geo-fencing works on the basis of GPS tracking technology or via the carrier‟s network. with some GPS tracking devices. the focus is on the geo-fencing technology and applications from the retailer‟s perspectives. geo-fencing loses the opportunity to be further integrated with other mobile marketing application such as Augmented Reality or Location. When the vehicle or the person enters or exits the boundary. these two applications have their advantages and disadvantages. several exact coordinates can be input. geo-fencing can be defined as the creation of boundaries that trigger an action or notification when a person enters or exits the area.uk/1/hi/technology/4738219. On the basis of GPS tracking technology. or as a predefined place around individual users and move around with them. (Exhibit 3) The placement of a boundary“fence”. Retrieved 2010-01-02. a square made by dragging over an area of a map with a mouse. which means that we define a geo-fencing as a virtual boundary that triggers an action or notification when a person enters or exits the area. and the area will be defined by connecting the points in a polygon shape. While the carrier‟s network enables geo-fencing to work for the regular cell phone. it is recorded and the notification including email or SMS text messages will be delivered to the user.can be set by entering a center point and length of radius on a street image. A smart phone or GPS enabled phone is not a requirement.co. instead of locating mobile users by GPS tracking technology. the GPS receiver‟s location is recorded and transmitted through a wireless network. How it works? Geo-fencing can rely either directly on GPS tracking technology or on the carrier‟s network to establish a subscriber‟s location. http://news. it limits 3 Tracking a suspect by mobile phone: Tracking SIM and handset".

"Geo-Fencing: A Location-Based Service Alternative . given that only 21% of American wireless subscribers were using a smart phone in 2009. <http://www. 5 Knight. 23 Apr." Maps and GPS Info . 23 Apr. "Geo-fencing Gives Message Options to Brands . Kristina. geo-fencing frees its users to manage hundreds of different apps on the control panel of their smart phones.com/2010/09/geo-fencing-gives-messageoptions-to-brands. Web.PSFK. 2010. increasing the brand awareness.Useful Information on Maps and GPS.BizReport.”5 Geo-fencing enables retailers or marketers to deliver a message to the consumers at a certain place and time. The message sent to the consumers would not only to drive traffic to the stores but also to acknowledge them about what they can do to engage with the brand. 6 "GPS Cell Phone Tracking . Nielsen estimates 21 % of American wireless subscribers were using a 4 Vazquez. 14 Sept. the coupon or promotion inside the message also would increase the purchasing intention of potentials customers. And. In a landscape where smartphones don‟t yet represent the majority of mobile phones (as of the fourth quarter 2009.html>." PSFK . Web.Advertising . Beyond the message.psfk. 5 . Delivering information through notifications/ text.com/gps-cell-phone-tracking. geo-fencing doesn‟t require users to have a smart phone or to open up specific apps all the time. they get a message relevant to the brand and to the area they are in.the audience. as well as the brand attitude. 18 Oct." BizReport . and doesn‟t eat up their batteries. Furthermore. <http://www. 2011.maps-gps-info.com/2010/10/geo-fencinga-location-based-service-alternative. When a consumer crosses a geo-fence. in an environment friendly way and at low cost6.4 Why Geo-Fencing (Overall Perspective)? Why markets and retailers should adopt the geofencing? What are its advantages and disadvantages? According to Alistair Goodman. 2010. 2011. Web. the location relevant information such as weather or traffic headlines would remind customers of the existence of the stores. 2011.bizreport. 23 Apr.News & Insight for Online Marketers.html>. <http://www. CEO with Placecast: “Consumers can opt in to engage with a brand they care about and we create geo-fences to areas which are relevant to the brand.html>. Paloma.I Know Where You Are. including location relevant information.the Go-to Source for New Ideas and Inspiration for Creative Professionals.

According to Roumeliotis. JP. Paloma. not an ad." Tech News | Innovation News | Money News | VentureBeat. 2011.PSFK. it may distract them from driving and therefore raise the safety concern. Geo-fencing should always provide a service. Erode the Brand Image – The adoption of geo-fencing technology may not benefit the retailers or marketers. it also raises privacy and safety concerns.smartphone). Web. Why Geo-Fencing (Organizational Perspective)? From the organization‟s (the retailer‟s) perspective. trying to sell something. Raises Privacy Concerns | VentureBeat.the Go-to Source for New Ideas and Inspiration for Creative Professionals. the key to geo-fencing is being transparent to users and providing ways to opt in and out of the services. 23 Apr. 2010.8 Safety Concern – Because that most of the geo-fencing applications will send the target customers notifications or text messages. "“Geofencing” Enables New Location-based Apps. which means explicitly telling users that a certain application is accessing their location and reminding them periodically that it is still active.7 While geo-fencing brings in retailers and marketers various benefits. 6 .html>. <http://venturebeat.psfk. 18 Oct. <http://www. Web. 23 Apr. geo-fencing may represent an effective means of capturing a broader consumer base with location-based offers. the last thing people want is somebody calling them. "Geo-Fencing: A Location-Based Service Alternative . and may erode the brand image of retailers or brands by bombarding and pushing customers. 23 Apr.com/2010/04/23/geofencing-pushes-services-to-phones/>. and the second-to-last thing is getting a text message trying to sell them something. 8 Manninen. Privacy Concern – In order to locate the customers inside and outside the geo-fence." PSFK .com/2010/10/geo-fencinga-location-based-service-alternative. According to Tasso Roumeliotis. geo-fencing benefits various departments in various ways: 7 Vazquez. geo-fencing technology would need to locate the customers constantly. 2010. CEO of WaveMarket. 2011. And that would incur the privacy concern. Bombarding and pushing sales would not drive people in the stores but would keep them aways and erode the brand image.

ShopAlerts provides scalable soultions. Chicago.Marketing & Communication Department – Geo-Fencing enabled the retailers to promote their product. and to increase the brand awareness. digital marketing agencies. operating platform. Scalable Solutions – ShopAlerts is licensed and deployed by operators. and San Francisco. proven best practices. therefore would assist to increase sales volume and the cross selling opportunities. 7 . Warehouse – Geo-fencing enables the retailers to do more promotions targeted at different groups of customer. Sales department – Geo-fencing would drive traffic in stores. to personalize the message delivered to the targeted customers. messaging to the widest audience. Los Angeles. exposing the local retailer to broader customer base. and location-based analytics. Messaging to The Widest Audience – ShopAlerts is not tied to any one app. can reduce the slow inventory. mindset messaging. How Can We Apply This Technology? Currently. there are several third party geo-fencing services providers that are enabling the retailers to carry no fixed cost for the infrastructure and at a low cost to access the service. For the retailers. therefore. carrier. consumer preferences. brand purchasing intention and brand attitude. especially for the launch of new or modified products. Take an example from AT&T ShopAlerts (Exhibit 5): AT&T ShopAlerts – AT&T has become the first American carrier to throw its weight behind location-based ads by teaming up with Placecast to launch the so-called AT&T ShopAlerts service in four markets: New York. or device. so it is scalable and can reach a mass audience. Store – Geo-fencing would drive traffic in specific stores. to collect the response of consumer for sales projection and demand forecasting. The exposure of this service broader the potential customer base for the retailers. and resellers around the world. large retailers.

time. day. e-mail. Starbucks – Starbucks used geo-fencing to send a coupon to customers through O2 More when they were near a Starbucks chain store.” When someone steps into the geo-fenced area. Location-Based Analytics – Quantitative and qualitative measurements are tacked in order to support the retailers‟ marketing strategy. If you're passing a Starbucks and you get a message alerting you to a discount on coffee. in the AT&T website. but only if consumers have opted in to receive messages. Christopher. launched a new campaign using geo-fencing to send customers text messages as soon as they get near a store in order to lure shoppers into its stores (Exhibit 7). <http://www. 14 Oct. “TNF: The new spring running apparel has hit the stores! Check it out @ TNF Downtown Seattle. "Starbucks.9 The North Face – The North Face.com/clickz/news/1745856/starbucks-loreal-test-geofencing-months>." ClickZ | Marketing News & Expert Advice. what they have to do to enable the geo-fencing is simply fill out some basic information such as phone number. 9 Heine. L'Oreal Will Test Geo-Fencing for Six Months | ClickZ. then you're much more likely to make an impulse decision to buy a cup of coffee. which sells outdoor apparel and gear. 2010. Proven Best Practice – Placecast would assist the retailers to create and manage the programs with customized geo-fences and messaging based on the marketing needs and promotional calendars. which gives them much-appreciated control. 5 Apr.clickz. And for the potential customers of the retailers. A text message would say. 2011. Web. and CRM or loyalty data in order to deliver the most relevant messages to the customers in the optimal mindset to take action. 8 . for example.Mindset Messaging – Each message can be tailored dynamically based on place. age. a text message is sent. and zip code. (Exhibit 6) Current Applications In General Some companies such as Starbucks and North Face were already using geo-fencing in order to attract their customers. gender. Consumer Preferences – The customers of retailers can manage their messaging frequency and content preferences.

S Urban Youth Market : Tarketing The Trendsetters. The expressive nature of the urban fashion results in a market overcrowded with an array of small fashion collections by hip-hop artists and by cities. most of the players in this industry focus their effort on the young customers aged from 14 to 2412.com/news/1095-lifestyle-brands-what-are-they-andwhy-do-we-want-them-so-badly/>. 15 urban areas with the highest concentration multicultural people contribute the various integrated elements to the styles of urban fashion wearing. and Jonathon Cooper. urban fashion wearing includes a wide variety of styles and colors. The urban fashion market is also a niche market. 12 "The U. 13 Crawford. 2009 marked a new chapter for this market. Grant Thornton Breinholt. <http://www. but there is no one brand that has achieved the status of symbolizing hip hop. Urban Fashion Retailing. or fitted caps. and Why Do We Want Them so Badly?" Urban Clothing and Hip Hop Clothing. Moreover. the short product life cycle. oversized shirted. Jacob. While the apparel industry suffered from the recession. The highly fragmented market structure. Even though the expressive nature of the urban fashion industry resulted in highly fragmented and niche market structure. Business News & Black Politics. With limited audiences.” and represent a kind of lifestyle. the urban fashion market fueled by a more sophisticated consumer with ready access to fashion news and information via the Internet13. Web. This market is highly fragmented10. 19 June 2009. Business & Black Politics | Career & Small Business Advice For 9 . currently. The expressive and bold designs uphold the “I have my own specific issues. The urban fashion wearing is not something that is very new in the society. retailers have to really stand out from the others to survive. and a very short product life span. It is inspired by the street culture and is considered to be the extension of the hip-hop culture and extreme sports.sojones. Rep. 10 11 Kampe. In the realm of urban and hip-hop fashion. More than big baggy jeans." African-American News. it is obvious that there are scores of lifestyle brands that promote the hip hop and urban image. "Gambling On Urban Fashion's New Mature Vibe (TAP) | The Atlanta Post | African-American News. and hundreds of small fashion collections by artists and cities force out national retailer and exclude the possibilities to build up the economic of scale. Caletha. 2011. "Lifestyle Brands: What Are They. 23 Apr." (2001). Christopher.Industry Characteristic of Urban Fashion Industry Urban Fashion is also known as „City fashion‟. or urban fashion style more than the others11.

This brand is one of the top urban fashion lines.com/2010/03/03/gambling-onurban-fashions-new-mature-vibe/ 10 . Vokal – This brand is relatively new. The jeans are perfectly crafted to fit different women‟s body shapes. The company is certainly going to be viewed as the future of urban fashion. <http://atlantapost. Akademiks – It s one of the most well know brands in the urban clothing market and is extremely popular among youngsters. 23 Apr. 2011. Sean John Clothing has grown to an international empire. Marc Ecko is the creative force behind Ecko Clothing brand. Having all its aims centering the creation of a real blend of hip-hop style along with the more sophisticated metropolitan fashion that would create a refined urban look for the people who chooses their product in the mark.  Sean John – Founding by Sean Diddy Combs. 2010. in the realm of the urban fashion. Overall. fleece loungewear and denims along with the athletic jerseys of vivid color. Various brands not only account for different products but distinct lifestyles. Targeted Customers Urban is a mindset. Although the targeted customers of the urban fashion brand all share certain characteristics – they devote a significantly higher proportion of their expenditures in Entrepreneurs | The Atlanta Post. Apple Bottoms – The undertaking of Apple Bottom jeans is to exhibit and accentuate the natural curves of a woman.  Baby Phat – It‟s the world‟ top brand for female urban hip-hop clothing.    Rocawear – This brand symbolizes a lifestyle that was launched off the astounding sensation of Shawn “Jay-Z” Carter. It tries to ensure expansion of the urban clothing culture that is to include the high-end velour. Baby Phat has become the most happening brand amongst women all over the world.Brand To have better understanding of the urban fashion industry. 03 Mar. and its sexy and stylish designs. Web. there is no one brand that can represent the urban style alone. we will introduce several famous brands:   Ecko – This brand is primarily associated and identified to carry a particular urban style and culture.

Boston). Inner-city dwellers: Northeast Corridor (NYC. Caucasian. Disposable income to buy into trends. and footwear. 2007. African-American. Alternative Urban – Aged 14-30. Connecting Communities. 11 . skate culture and Hip-Hop. Cultural transporters comfortable blending in rock or Hip-Hop environment. 14 7 Ciphers™Segmentation “Cracking The Code On The Urban Market”. Caucasian. Project unique expression of urban culture based on southern experience. Cleveland. Organic Urban. Contemporary Urban. Brand creators who stimulate mass appeal and adoption by general market youth. Sub-Urban – Aged 14-25. Alternative Urban. Tertiary Urban. Contemporary Urban – Aged 21-40. they derive great satisfaction from having the right brands. Heavy gamers. Baltimore. and Vintage Urban14 (Exhibit 8). Identify with and influence urban trends downstream while preferences have moved upstream. Acculturated Hispanic. Dallas. they like to try new products before others try them and feel the need to keep up with the latest style – they have distinct lifestyles that differ from urban areas to urban areas and can be segmented into seven categories: Core Urban. Memphis. Make it cool to be country and use country grammar. New Jersey. Boast strong regional preferences and tastes. Louis. Self-made moguls. African-American. Houston. Michigan. Currently driving urban culture and popular culture influence. Instant access to culture via media and internet. Urban culture software developers and content creators. Aspires to replicate lifestyle of core urban and tertiary urban consumers. Atlanta. Product of urban environment overcame obstacles on path to American Dream. Tertiary Urban – Aged 14-25. Iowa. Acculturated Hispanic. Rep. Dallas. Philadelphia. apparel. Caucasian. Drawn toward realism. Houston. Heavy gamers. African-American suburban teens act as transporters of urban culture via exposure to inner-city relatives. African-American. DC. Core Urban – Aged 14-25. Atlanta (Georgia). LA Chicago. Sub-Urban. Leading migration to new south. Dallas. St. rebellion and authenticity of Hip-Hop. Upscale and affluent. Product of suburban environment who maintains simplistic self-expression and doesn‟t aspire to replicate core urban lifestyle wholesale. Architects of modern urban culture. Acculturated Hispanic. Innovator/Alpha consumer who defines trends first. Same geography as SubUrban segment‟ Fusion of Rock. African-American.clothing. “Mashed” style. African-American.

Organic Urban – Aged 21-39. Authenticity and being “true to self” is paramount. according to the Wall Street Journal. Business & Black Politics | Career & Small Business Advice For Entrepreneurs | The Atlanta Post. Caucasian. Web. 2010. The highly fragmented market structure and the short product life span creates hundreds of small distinct fashion collections. 2011. Future Trend of Urban Fashion Brand Currently. San Francisco/ Bay Area. African-American. the urban fashion brands are trying to get rid of this situation. primarily at Historical Black Colleges and Universities. the targeted customers of the urban fashion brand range from age 14 to 40. concentrating in 15 urban areas. 12 . Consolidation. Vintage Urban – Aged 21-39. Caucasian. 15 Crawford. and different urban areas can represent different lifestyles and distinct urban fashion. Overall. Most of them live on the east coast area of the U. College-educated. Urban is a mindset that transcends the racial boundaries. NYC (Brooklyn). Caletha. and derive great satisfaction from owning the right brands. Asian-American. most of players in this industry concentrate their efforts on targeted customers aged from 14 to 24. Maryland. Business News & Black Politics. and in the nearly future. Cross-Over Appeal15. Innovators and early adopters from Asia who were influenced early by Hip-Hop and urban culture and are now creating urban trend in fashion. Preference to live in redeveloped urban environments. Philadelphia. 03 Mar. Represent vintage/retro elements of urban culture. Reinforces originality by holding fast to classical elements of culture with contemporary twist.com/2010/03/03/gambling-onurban-fashions-new-mature-vibe/. Preference for classic soul and Satellite Radio format. Their preferences for the urban fashion are influenced not only by different hip-hop artists but also by the urban areas where they live. <http://atlantapost. 23 Apr. "Gambling On Urban Fashion's New Mature Vibe (TAP) | The Atlanta Post | African-American News. They devote a significant amount of their income to clothing. They like to try new products before others try them and feel the need to keep up with the latest style.S. Urban intelligentsia. three trends can be expected: Broader Audience. African-American. However." African-American News. excluding the possibility for the urban fashion brand to go mainstream. apparel and accessory. Resist commercialization in urban culture. Chicago. especially music. The various styles of each segment actually represent the influence of the combination of styles of different artists and cultures of different cities.

Consolidation – The fragmented market structure although excludes the large national retailers. Some urban fashion brands attempted to design apparel with a wider appeal to cater the need of outside customers. Current Applications in Urban Fashion Industry Currently. The Lustr 13 . even though on some level.500 brands to partake in this application. there are some applications ongoing and in process: Lustr .Lustr. the urban fashion industry was thriving. Lustr has collected a database of 2. available for iPhone in teh New York area. leaves the opportunities to consolidation. By consolidating. and increase competitiveness in the market overcrowded by competitors and evolutions. Cross-Over Appeal – Gaining new consumers is the best route to grow in urban fashion. brands might lose the credibility and the images. most of brands were trying to increase their customer base and the sustainability by broadening audience. Then. While the apparel industry suffered from the recession in 2009.Broader Audience – Some urban fashion brands such as Rocawear attempt to reach an older. urban fashion brands can build up the economic scale in term of resource usages. is considered the first urban fashion application in geo-fencing. the upside is bigger in terms of market share and penetration and gaining credibility in different arenas. really appears to be the first geo-fencing shopping mobile application to the fashion world. while some fashion brands believe in the promising future of the urban fashion industry and try to step in this industry. broader audience by redesign the product line in order to increase the sustainability.000 stores and 3. as well as strengthen the communication between shopper and retailer (Exhibit 9). Although on some level. brands might lose some credibility and the images might be eroded. consolidating and looking for cross-over appeal opportunities. This application. The application is another geo-social tool that aims to use its personalized technology to drive traffic to stores. By staying relevant to the young customers and simultaneously go mainstream. urban fashion brands will be able to increase profit and the sustainability. which was launched in 2009.

5 b and 1300 employees worldwide. and times in which consumers are in a mind set to interact or shop. 2011.me/2010/06/lustr-mobile-fashion-app-gains-momentum/>. Since 2010." BizReport . 17 "Marc Ecko To Discuss Location. geo-fencing should be considered as a part of a overall market strategy. "Geo-fencing Gives Message Options to Brands . Mobile Marketing Strategy At LBM Summit | Mobile Marketing Watch. including the use of location-based services and advertising17. with revenue over $1. 2010.application is built on a geo-fencing technology.BizReport. 2010. 23 Apr. Social Media Mobile Marketing Blog. Therefore.com store in order to attract customers to their stores. especially mobile marketing applications. 2011. 16 Sept.com/2010/09/geo-fencing-gives-messageoptions-to-brands. hours. 25 Apr. how to integrate other marketing tools. Web. the days. Baby Path has expressed its desires of continuing the search of geolocation solutions and how to exploit emerging social application. 14 . 25 Apr. 2011. into 16 Wright. Ecko plans to share with its attendees how he overcomes the inherent boundaries presented with technology. as well as his intended usage of a mobile strategy.News & Insight for Online Marketers. Baby Phat is contemplating to use geo –location in its babyphat. 14 Sept." Fashion. Ecko .com/marc-ecko-to-discuss-location-mobile-marketing-strategy-at-lbm-summit-9555/. offering automatic deals and updates based on the user‟s location that they‟ve selected to receive notifications16. Future What’s the Next? “Geo-fencing location offer brand markets the opportunity to reach consumers when they’re in the right mindset for making a purchase or interacting with brands. Kristina.Advertising . 18 Knight. "Fashion.Considered as the top brand in the world for female urban hip-hop clothing.Ecko is a real urban fashion brand. Web. http://www.mobilemarketingwatch. Baby Phat . Social Media Mobile Marketing Blog » Lustr Mobile Fashion App Gains Momentum. In other words.html>. Macala.” Alistair Goodman. Web.18 According to Alistair Goodman. it has been discussing his mobile strategies to evaluate and to apply the Location-Based Marketing in the best way." Mobile Marketing Watch | The Pulse Of The Mobile Marketing Community. Instead. geo-fencing should not be isolated as an individual tool to drive traffic to stores or burst the sales volume through promotion. <http://fashionablymarketing. 29 June 2010.bizreport. <http://www.

or accessories in the retailers. Locating System – By integrating the geo-fencing and the location based service. 3D-Augmented Reality – Currently. Customers should be able to make recommendations of retailers. the urban fashion brands would provide customers the information about the distance and directions to the stores as well as other information. search and invite friends to the retailers. (Exhibt) Social Media . customers. In the nearly future. Moreover. Moreover. 3) Locating System. rap music or extreme sports.the marketing strategy for the urban fashion brand would be the major challenges in the near future.Geo-fencing application may be connected to social media such as Facebook and Twitter. It‟s imperative for the urban fashion brands to survive. given that most of urban fashion brands associate with pop culture such as hip-hop. Moreover. and FourSquare. 2) Message Content. the brands may update the latest urban fashion style of celebrities that related to the stores in order to drive traffic and increase brand awareness. The desired features of integrated mobile marketing applications include 1) Social Media. the urban fashion brands should differentiate themselves in terms of the message delivered. the integration might also connect the geo-fencing applications to the location-based service such as Yelp. can share how they dress up by buying the clothes. That‟s very imperative feature for the urban fashion industry (Exhibit 11). Message Content – In order to attract the potential users. by checking in the future geo-fencing apps. exposing the brand to the broader public and spreading the positive comments via words of mouth (Exhibit 10). 15 . the urban fashion brands can make the potential customers to vote their personal “Top 10 styles in stores” and reward the winners. The message or notification delivered may not be coupon or promotion reminder. This potential technology makes the message delivered by the urban fashion brand to jump out on table. there are lots of technologies with augmented reality ongoing or in process. wears. Facebook Place. 4) 3D-Augmented reality. we are expected to see the integration of geo-fencing and 3D-Augmented Reality (Exhibit). Instead. enabling the targeted customers to review the products or images from different angles. .

Exhibit Exhibit 1 Exhibit 2 16 .

Exhibit 3 Exhibit 4 17 .

Exhibit 5 Exhibit 6 18 .

Exhibit 7 Exhibit 8 19 .

Exhibit 9 Exhibit 10 Exhibit 11 20 .

" Tech News | Innovation News | Money News | VentureBeat. 6. 14 Sept. 23 Apr. "Lifestyle Brands: What Are They. 2011.com/2010/09/geo-fencing-gives-message-options-tobrands. Business & Black Politics | Career & Small Business Advice For Entrepreneurs | The Atlanta Post.Useful Information on Maps and GPS." AfricanAmerican News.com. Urban Fashion Retailing.clickz. Christopher. 5 Apr. Teri. Knight. <http://www.com/2010/03/03/gambling-on-urban-fashions-new-mature-vibe/ 5." BizReport .News & Insight for Online Marketers. 19 June 2009. "Geo-fencing Gives Message Options to Brands . L'Oreal Will Test Geo-Fencing for Six Months | ClickZ. 2011." PostGazette.com/2010/04/23/geofencing-pushesservices-to-phones/>. "GPS Cell Phone Tracking . "“Geofencing” Enables New Location-based Apps. <http://www.bizreport. 2010. 4. <http://www.com/news/1095-lifestyle-brands-what-are-they-and-why-do-wewant-them-so-badly/>. Heine." ClickZ | Marketing News & Expert Advice. Caletha. 23 Apr." Maps and GPS Info . 03 Mar. 2010. <http://venturebeat.stm>. 2007 2. 2011. 2006. 2010. Kampe. Jacob.Advertising BizReport. 9. <http://atlantapost.Bibliography 1. 2011. "Rocawear Plans New Label That Goes beyond Hip Hop. JP. Christopher. Web. and Why Do We Want Them so Badly?" Urban Clothing and Hip Hop Clothing. Web. Crawford. 23 Apr. 21 . Rep. 2011.postgazette. 23 Apr. Grant Thornton 8. Web. 23 Apr. Business News & Black Politics. 3. "Gambling On Urban Fashion's New Mature Vibe (TAP) | The Atlanta Post | African-American News.html>. <http://www.html>. Breinholt. Kristina. Connecting Communities. 7. and Jonathon Cooper.sojones. 14 Oct. Agins. Web.com/clickz/news/1745856/starbucks-loreal-test-geo-fencingmonths>.maps-gpsinfo. 7 Ciphers™Segmentation “Cracking The Code On The Urban Market”. 23 Apr. 17 Aug. Raises Privacy Concerns | VentureBeat. <http://www. 2010.I Know Where You Are. Web.com/gps-cell-phone-tracking.com/pg/06229/714281-314. 23 Apr. "Starbucks. Rep. 2011. Manninen. Web. 2011. Web.

NYTimes.mobilemarketingwatch.nytimes. 5 Apr." A Guide to the Media Industry .PSFK. "Mobile Geo-fashion | Mollypark. Erick.bbc. 24 Apr.co.com/2010/10/geo-fencing-a-location-basedservice-alternative. 23 Apr. Macala. "Marc Ecko To Discuss Location. 23 Apr. BBC News. "AT&T Begins Service to Text Users in Certain Locations NYTimes. 16. Web.html?ref=portal. 2011. "The Top Hip Hop Clothing Brands. 29 June 2010. 2011.com/marc-ecko-to-discuss-location-mobilemarketing-strategy-at-lbm-summit-9555/. 16 Sept.html>. 27 Feb. Web. Web. Paloma.com. Wright. http://shopalerts. 22 . 2011. Marlene. 20.S. 25 Apr.com." TechCrunch.com/Art/250450/604/the-top-hip-hop-clothingbrands. "Geo-Fencing: A Location-Based Service Alternative . 17.uk/1/hi/technology/4738219." PSFK the Go-to Source for New Ideas and Inspiration for Creative Professionals. 2011." 13. Mobile Marketing Strategy At LBM Summit | Mobile Marketing Watch. <http://techcrunch. 2011.com/hub/The-Urban-Clothing-Lines>. 2011. Vazquez. 2011.me. 21 Dec." Article Directory Online : Free Online Article Submission. 21. 25 Apr. Web." Mollypark. 2005-0803.att.articleonlinedirectory. 18.stm. Tracking a suspect by mobile phone: Tracking SIM and handset". 19.psfk. Tanzina. Social Media Mobile Marketing Blog. 23 Apr. Web. 23 Apr. "Fashion. "Where Is Awarded The “Mother Of All Geofencing Patents”. 14. Social Media Mobile Marketing Blog » Lustr Mobile Fashion App Gains Momentum. and Hong Kong. "The Urban Clothing Lines. "The U. 2011.me |. "Hip-Hop Heard „Round the World: Consumer Implications of Urban Identification in the U. 2010. <http://www. Web. <http://mollypark.S Urban Youth Market : Targeting The Trendsetters. http://www. Web. Retrieved 2010-01-02. Schonfeld. <http://www. 12." Fashion.Media Decoder Blog .10. Morris." Mobile Marketing Watch | The Pulse Of The Mobile Marketing Community. http://news. 28 June 2010." (2001). 18 Oct.html>. 2010. 11. <http://hubpages. 2011.com/sho/att/index.com/2011/02/27/att-begins-service-to-text-users-incertain-locations/?scp=2>. 15. ShopAlerts by AT&T Registration.me/lustr/>. <http://mediadecoder. Vega.blogs. Web. 2010." HubPages.com/2010/12/21/where-geofencing-patent/>.

the Free Encyclopedia. 23 .html. <http://en.wikipedia. Web. 23. 25 Apr. <http://fashionablymarketing. http://placecast.Web." Wikipedia. "Geofence. 2011.me/2010/06/lustr-mobile-fashion-appgains-momentum/>. 22. 17 Jan. Wikipedia.org/wiki/Geofence>. 5 Apr. 2011.net/shopalerts/index. 2011.

Sign up to vote on this title
UsefulNot useful