the MSMI Intelligencer report
September 2022 Vol. 2 Issue 8
Welcome incoming MSMI class!!
A very warm welcome to the newest members of our MSMI program (Cohort 11) and a big welcome back to members of Cohort 10 who will be finishing their studies this semester. We look forward to helping you grow, succeed, and take your talents to the next level. Our monthly INTELLIGENCER report aims to gather information and report on relevant marketing trends and events as they happen. We’ll also highlight GSB events that might be of interest or shine a spotlight on major achievements by MSMI students. We know many of you are new to NY, so there’s also a section, New2NY, that will highlight some of the many fun, interesting things to do in and around the city.
When the economy is in a downturn, many companies move to reduce salary costs and trim spending for marketing and research development. A look back at history shows that companies who sustain marketing support and focus on innovation and developing “game-changing offerings” are the ones who will make greater strides as revealed in this HarvardBusinessReview article. It was during the 2008-09 downturn, that entrepreneurs and innovators, instead of being risk averse, seized opportunities and a whole host of new brands and startups emerged (e.g Airbnb, Uber, Slack, WhatsApp, etc.)
This GQ article highlights how recessions drive innovation in fashion. “Designers have to get consumers excited to buy, they have to present newness—a vibe shift—as the kids say,” says Allyson Rees, Senior Strategist at WGSN Insight. “When times are drab, maximalism seems to be the standard response,” said Veroniqué Hyland, Fashion Features Director at Elle and author of Dress Code
As the article suggests, the fashion brands that will thrive now in a possible recession need to balance newness with sustainability as well as understand changes in consumer shopping behavior driven by the many new apps for shopping. That’s why marketers, whether they are fashion followers or not, look forward to the annual NY Fashion Week from Friday, September 9 to Wednesday, September 14. Every year, different fashion Brands experiment with innovative approaches. Last Spring, the first Metaverse Fashion show launched featuring well-known brands such as Dolce & Gabbana and Tommy Hilfiger.
If you’re not a VIP, it’s impossible to gain access. But there are some shows open to the public. This link provides more info and how to livestream some of the shows through social media TimeoutFashionWeek For a free or low-cost way to get access, check out this site https://digitalfashionweek.nyc/
Another annual September event that captures sports fans and marketers is the US Open out in Queens. Matches started this week and run through September 12. Brands seek to capture and engage, not only the estimated 700,000 fans who attend the matches, but the “…10 million people across the globe who check in on US Open digital platforms. “ (Source: AdWeek) Brands such as AMEXpop-up, IBM, Cadillac, ChaseSoundcheck, and IHGHotels have all upped their game. Other brands such as Rothy shoes and Evian have partnered to create interesting fan experiences. RothyXEvian
It is never too early to start your job search and networking. Before your classes start, remember to register at CareerPath This is the portal to the CDC’s in-house job board as well as a number of great tools to build your resume and prep for interviews. It’s also a good idea to follow TheMarketingAreaatGabelliSchoolofBusiness on LinkedIn. Every Friday additional job opportunities are posted. And coming soon, we’ll announce a sign-up for your LinkedIn professional headshots. It’s always helpful to have a professional look for recruiters.
There’s plenty to do starting Labor Day and throughout the month. If you’re not a fashionista or a sports fan, then maybe you’re a foodie who enjoys cannolis or meatballs. If yes, then head down to Little Italy from Sept 15 to Sept. 25 and check out the feast of SanGennaro For a full listing including free events such as kayaking on the Hudson, an outdoor art fair in Washington Square Park or a concert at Bryant Park check these listings NYCSeptemberevents And for cricket fans, there’s a match in Van Cortlandt Park on Sept. 10. Click here for info: https://cricketclub.nyc/