Here’s Why Giuliana Comments on Zendaya’s Dreads was Prejudice and Not Fashion Criticism

As someone who recently took out her faux locs not to long ago for fear of prejudice during job interviews, this story struck a strong cord with me. Even though I live in the Caribbean, where the style originated, the stigma of dreadlocks is still prevalent.

(My Faux Locs)

I loved my faux locs and all my friends begged me to keep them in forever! Yet I sub-came to the want for a straight and more sleek look for New Year Eve since it was a formal event. That statement is where the real problem lies!

Zendaya looked absolutely stunning in a champagne Vivene Westwood dress and Chopard jewelry. However, during E! Fashion Police Oscar Awards segment, she was praised by Kelly Osborne, but received some choice words from Giuliana. (See Video Below)

I do have a problem with Giuliana’s comments, even though the Fashion Police is known for its crude and sometimes distateful jokes about celebrities. These comments had nothing to do about Zendaya’s hair choice but everything to do with the color of her skin. When Kylie Jenner wore faux dreads she was deemed edgy, trendy and a hipster. But when Zendaya wears them in a COUTURE DRESS and she's a pothead. Furthering the stereotype that black natural hairstyles cannot be elegant or what being black with dreads means. It starts to feel like black culture can only be trendy, appropriate and non-threatening when imitated and highjacked by the masses.

Let me say that I dont believe that Giuliana is racist. She saw Zendaya as a stereotype. Black Girl with Dreadlocks = Rasta and Rasta= Weed. Even people of the African American and Afro-Caribbean community fall into abusers of this same stereotype. How can we expect more from someone outside of our culture when we cant expect it from ourselves?

These comments are seen as even more distasteful because Giuliana said it to a huge audience in a very racial sensitive time. Unfortunately this stereotype is far from disappearing, but for now  I only think that its fair that if Zendaya smells like patchouli oil so should Kylie Jenner.

Retailers Use Of Social Media Influencers in the Caribbean and Latin America

Social media presence has become a crucial part of fashion and beauty brands marketing strategies. This is due to the power that consumers have built through huge followings of potential customers. Companies have reacted by joining these platforms to control their brand image and to form organic relationships with consumers. Many fashion brands such as Alexander McQueen, Giorgio Armani, Burberry and Marc Jacobs have mastered these social media platforms by creating content that resonates with consumers.  Brands also use social media to get a seal of approval from Beauty and Fashion Gurus who have viewers following every product review, fashion haul and tutorial. A great review can have items sold out in minutes; which benefits both the brand and the blogger. The blogger can generate income by charging a flat fee or a percentage of sales from income earned by their reviews. These social media strategies cost very little compared to huge marketing campaigns and trusted more by consumers.

What about the Social Media Influencers in Latin America and the Caribbean? Have retailers yet to truly tap into their power? The answer is, they have barely scratched the surface! This region has a tendency to slowly adapt to new social media platforms and technological advancement. Retailers still use traditional media such as radio, television ads and newspapers to advertise their products.  Shockingly, Latin American newspapers and magazines have averted the print media crisis; enjoying rising circulation and advertising revenue[1]. So why should retailers even expand to social media?  Our age demographics is why; “40% of the population in Latin America and the Caribbean is under the age of 30, making us the second-youngest region on the planet.[2]” This young population is increasing its presence and is the most active user of social media sites. Therefore social media is crucial to reach your consumers and market your product. However 29% of vloggers are located in the US, Brazil comes in fourth place with a mere 4.19% [3]and no other Latin American and Caribbean country even makes the list.

This is actually a great thing! This means the v-loggers in this region has a monopoly on influencing the viewers in their respective countries. The fashion and beauty industry in this region is booming; from existing brands expanding into the area; as well as native brands experiencing increase growth. One country leading the pack is Brazil, “cosmetics sales in Brazil hit $43 billion in 2011, a growth of 142% in five years”[4]. As these brands begin to enter the market; they have to understand the power and cost effectiveness of social media marketing.

The social media influencers in these regions don’t receive the same perks, recognition or compensation that their personal brands deserve. They have yet to monetize the value that these social media gurus warrant with their impressive following and influence. Whether it be TAP from the Bahamas (who has vocalized her frustration on this issue before), Puerto Rican Lance Rios, Brazilian Beauty and Fashion Guru Camila Coelho or Jamaican vlogger Carla Moore; whose videos 'countryfromlongtime'  get more views than some local television programs. Not saying that ALL retailers are blind to these influencers power. Brands have certainly recognized Brazilian beauty Camila Coelho; who has an impressive 1,404,364 subscribers on Youtube and 954,468 likes on FB. She shoots makeup tutorials and fashion hauls on two Youtube channels one in Portuguese and the other in English. Her blog Super Vaidosa has advertisements from The RealReal, Zulily, Sigma and numerous others that surely generate her revenue. However, I haven’t seen anything from the big brands that she features on her fashion hauls such as Zara,HM and Urban Outfitters. Another vlogger who has creatively incorporated brand advertisement is a group whose YouTube channel is called Collage Dem. They create hilarious videos that address the humor in Bahamian social issues. Their most popular video has 69,968 views and has partnered with Islandz Market in an innovative way. Rather than a blatant advertisement, you can’t tell when the advertisement starts and the skit ends, by making the advertisement just as hilarious as their normal content.

Example of innovative marketing with cellphone case retailer on social media platform

Lance Rios best known for site called “Being Latino”, which has an impressive 700,000 likes on FB. Rios has intrigued major brands about truly integrating with social media in a creative and innovative way. He believes that brands are starting to get the power of engagement on social media platforms. Rios has achieve impressive engagement percentages as high as 25%, which is double the average. He is also involved in 3 other companies that interacts with Latinos in a digital space.
  

Fortunately for Retailers and social media influencers, the window of opportunity has not closed. The Latin America and Caribbean region is still seeing significant growth in social media registration while the US market is already stagnant. Retailers just have to adjust their marketing strategies to meet the new era of social media influencers.

Authour: Tara Robinson

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[1] https://knightcenter.utexas.edu/blog/00-13822-diversity-latin-american-markets-drives-paid-content-strategies

[2] http://infosurhoy.com/en_GB/articles/saii/features/main/2011/03/28/feature-01

[3] http://www.sysomos.com/reports/bloggers/

[4] http://www.forbes.com/sites/andersonantunes/2014/01/16/brazils-booming-beauty-industry-births-a-new-billionaire/
http://www.forbes.com/sites/giovannirodriguez/2014/01/01/can-a-latin-american-entrepreneur-help-disrupt-social-media-marketing-in-2014/

Fast Fashion Opportunity in Latin America and the Caribbean

Hello World,

Welcome to my blog Sun, Sand and Retail: An Island Girl's Perspective on the Retail Industry in Latin America and the Caribbean. This blog will discuss and analyze the current state of the retail industry in Latin America and the Caribbean, as well as expose growth opportunities within the sector. Sun, Sand and Retail will provide readers with stories, interviews and updates on the industry. I decided to create this blog as a personal solution to my inner conflict of wanting to aid in the growth of my homeland but being hindered by the lack of a true fashion industry.

H&M in Santiago,Chile

As a child of the Bahamas and a student receiving my MBA in Fashion Management, I am personally interested and invested in health of the retail market in this geographical area. Although there is a strong presence within the luxury retail market; there is a gaping hole when it comes to fast fashion companies such as Forever 21, H&M and Zara; who are quickly expanding throughout the US. Forever 21 has 2 stores within the region (Costa Rica and Puerto Rico) and H&M has 2 stores as well (Chile and Mexico) . Zara is the most visible within the area with 15 stores but they are predominately located in Latin America (3 in Dominican Republic, 2 in Costa Rica, 2 in El Salvador, 2 in Guatemala, 2 in Honduras, 2 in Panama and 2 in Puerto Rico). The Zara brand has been the lead fast fashion retailer with profit margins far surpassing its rivals.It’s clear that the company is staying true to its Spanish roots by only targeting Spanish speaking countries. However, I believe that Zara’s brand would translate throughout the entire region. There are 80,000,000 tourists visiting the Caribbean Islands per year and most of these visitors are coming from North America and Europe.  Even though the amount of tourist are increasing, the amount of money they're spending is decreasing. In 2010 tourist spent $22.3 billion compared with the record $27 billion in 2007.The IMF has encourage the Caribbean to diversify its tourism market especially in Latin America, who have recently been targeting sports tourism with great success.

Due to the economic crisis,Tourists are becoming more vigilant of their spending when on vacation and I believe that the poor retail options available play a part. This disconnect could provide a huge opportunity for fast fashion retailers in this region. I foresee Latin America and the Caribbean as the next frontier for expansion due to a crossover in target consumers and lack of competitors. Other than high end retailers, the fashion industry in some of these areas is almost non-existent. The market is currently flooded with high prices, poor quality and sub-par retail experience. The tourism areas such as Bay Street in the Bahamas, Time Square Mall in Jamaica and Av Las Heras in Argentina; have high traffic and tourist eager to shop. However, these tourists tend to be quickly disappointed when they see the monotony, high prices and quality of the merchandise.  Even if the merchandise is of high quality, these outlets tend to lack a trendy and versatile product mix. Imagine the impact a few lower-end retailers could make in these areas by diversifying the product offering with more competitive pricing for not only tourist but the locals as well. Numerous locals tend to wait until they travel to the U.S at the end of the summer, in what I like to call "The Exodus", rather than shopping at their local retailers. The lack of merchandise causes them to come to America and purchase in bulk even with the additional duty taxes they will receive when they re-enter their home country.  

I believe that fast fashion companies have a great opportunity to spread within this region where both locals and visitors are highly familiar with their brands. We also have to consider what impact this can have on local businesses such as cultural vendors and boutiques. This may cause a reduction in locally owned business but will increase employment and overall revenues within the retail sector.

Authour: Tara Robinson