A to Z: ViewPoint

In What's New, Industry News by Accessories Staff


Anna J. Martinez, Director of Social Media and Marketing, ViewPoint

ViewPoint is a full-service sales and marketing company with a distinct point of view. Our mission is simple — we build successful brands. Our team of experts strategically works with both designers and retailers to generate consumer brand awareness and maximize sales. Helping our clients reach their target market has always been ViewPoint’s raison d’être. At the forefront of the fine jewelry and watch categories, ViewPoint is responsible for the launch and success some today’s hottest and most renowned brands.

Accessories caught up with Anna Martinez, Director of Social Media and Marketing at Viewpoint, to discuss the company’s past, present and future.

What is a typical day like for you?

Working with our brands to convey their messaging and promote their products to our large circle of retail partners.  Trend forecasting, product development and internal communication.

Rhyme and Reason Jewelry

Rhyme and Reason Jewelry

What is your favorite part of this industry?

Discovering new and emerging talent.

What have been some of the biggest challenges in the market lately?

As a sales and marketing company our job is to find where the market it.  There has been a shift in how people shop and where they shop and our challenge is to better understand that shift.

What are the newest and exciting changes in the marketplace lately? (i.e. new types of stores you sell, new ways of selling, new technologies, etc.)

The transition to a more digitally savvy consumer has us very excited as we work to adapt to their buying habits.

How do you use social media and how has it helped your brand? Contests, etc.

ViewPoint uses social media to interact with direct consumers which increases our brand awareness and drives sales back to our retail partners.

Philip Stein watch

Philip Stein watch

Does your company have any important milestones coming up? Explain

In 2012 ViewPoint celebrated our 10 year anniversary! So, nothing in the immediate future.

Are you launching anything new for Fall/Holiday 2014? (a new classification, new line, new brand, new license, new collaboration, etc.?)

ViewPoint works with a collection of brands and designers that are planning multiple product launches for Fall 2014.  In particular, we are excited about the LEGO Watch System official launch for this holiday season.

In terms of styling, what are you focusing on for the Fall/Holiday season? What’s the newest, exciting trends??

Lego watch

Lego watch

ViewPoint’s jewelry brands are focusing on the hot new trend of ear climbers.  Additionally, the jewel tones that our designers are featuring really speak to the Fall season’s ready-to-wear trends.

Which designers/runway fashion shows have been most influential for you in terms of planning your Fall/Holiday line?

Color inspiration for Fall 2014 comes from Rosie Assouline, Temperly London, 3.1 Philip Lim and Dolce & Gabbana, among others!

Are there any celebrities, bloggers, movies, TV, music festivals, etc., that are driving trends for you lately?

We mostly focus on the fashion world. But the health movement and the made in America movement have been very important to our brands Philip Stein and Shinola, respectively.

A to Z: AccessoriesTheShowViewPoint was featured in Accessories magazine’s June issue: A look at who and what is hot now–in product, brands, stores, pop culture, business, social media, e-commerce, apps, runway trends, technology, start-ups, museum exhibits and much, much more!

 To read the page, click here.


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