{"id":806,"date":"2019-03-13T19:27:27","date_gmt":"2019-03-13T17:27:27","guid":{"rendered":"https:\/\/blog.hamk.fi\/gfb\/?p=806"},"modified":"2019-03-19T13:13:47","modified_gmt":"2019-03-19T11:13:47","slug":"guest-lecturer-jonna-vahanen-care-of-carl","status":"publish","type":"post","link":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/","title":{"rendered":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl"},"content":{"rendered":"

In the end of January we had Jonna V\u00e4h\u00e4nen as a guest lecturer in HAMK. Jonna is originally from H\u00e4meenlinna, but currently lives in Sweden and works for the online store Care of Carl.<\/a><\/p>\n

Personally for me this was a very cool experience, since Jonna and I have worked together couple of years ago, and it was really interesting to see what kind of amazing things she has been doing after her career in Lindex. She started as an extra and later became the visual merchandiser of our store, where I was working as a sales person. After Lindex, Jonna got a job as store manager in Carlings H\u00e4meenlinna. This job didn\u2019t last very long though, because she got the awesome opportunity to move to Sweden and do her masters on fashion marketing and management there. During these studies she got to do her internship for NA-KD online store. The company also decided to hire her and she continued working there for six months before getting the job from Care of Carl.<\/p>\n

Care of Carl is a Swedish menswear store, which was founded in Bor\u00e5s in 2010. Last autumn they opened a web shop for Finnish customers. The products of Care of Carl are very high-quality, high end clothes for men (especially business men). They sell big famous brands such as Armani, Loake 1880, Ralph Lauren etc., which are very pricy.<\/p>\n

Jonna told us about her typical work day. Her job is for example to check and evaluate the sales results and making an action plan for the day and the whole week. She uses Google AdWords, Google Analytics and social media as tools in her work and follows factors such as\u00a0KPIs: sale against budget,\u00a0marketing percent against budget, amount of new customers, average order value and ROI: return of investment.<\/p>\n

Another topic on the lecture was branding, and why to brand your company. The answers is of course to get competitive advantage: no one actually needs clothes nowadays but companies make us believe that we need them. The goal of branding is to make the customer choose their brand and to teach people to think as the brand thinks when asking the question “Why do I need to buy this stuff?”.<\/p>\n

Important factors in branding are that the company stands for something, sends a united message, is interesting and relevant: being aware what is happening around the world and the market and being present. We also learned that online marketing is very important: more than 90 % from people entering a website come from Google.<\/p>\n

It was interesting to learn about different kinds of marketing tools when making campaigns; by adding pictures on Instagram, it is very easy to reach customers and get lots of likes, but you can\u2019t see who has bought the items after seeing them on Instagram. Sending e-mails may sound kind of old-fashioned and boring, but that way it is really easy to follow who clicks themselves on the website and decides to buy the products because of the e-mail.<\/p>\n

Some of the most important things to consider when building up a campaign are of course the brand itself, the customer, perfect timing, what we want to achieve by the campaign, the story of the campaign and country expectations<\/em>.<\/p>\n

It is also very important to choose the perfect influencer for the campaign. It is not very convincing if the face of the campaign doesn\u2019t share same values with the company.<\/p>\n","protected":false},"excerpt":{"rendered":"

In the end of January we had Jonna V\u00e4h\u00e4nen as a guest lecturer in HAMK. Jonna is originally from H\u00e4meenlinna, but currently lives in Sweden and works for the online store Care of Carl. Personally for me this was a very cool experience, since Jonna and I have worked together couple of years ago, andMore<\/a><\/span><\/p>\n","protected":false},"author":513,"featured_media":910,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[16,5,3,4,7,15,17,9],"class_list":{"0":"post-806","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-yleinen","8":"tag-branding","9":"tag-fashion","10":"tag-gfb","11":"tag-global-fashion-business","12":"tag-international-business","13":"tag-international-fashion-branding-and-marketing","14":"tag-marketing","15":"tag-meet-the-lecturers"},"acf":[],"yoast_head":"\nGuest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business\" \/>\n<meta property=\"og:description\" content=\"In the end of January we had Jonna V\u00e4h\u00e4nen as a guest lecturer in HAMK. Jonna is originally from H\u00e4meenlinna, but currently lives in Sweden and works for the online store Care of Carl. Personally for me this was a very cool experience, since Jonna and I have worked together couple of years ago, andMore\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\" \/>\n<meta property=\"og:site_name\" content=\"Global Fashion Business\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-13T17:27:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-03-19T11:13:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"5616\" \/>\n\t<meta property=\"og:image:height\" content=\"3744\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Linda Moghadampour\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Linda Moghadampour\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\"},\"author\":{\"name\":\"Linda Moghadampour\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2\"},\"headline\":\"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl\",\"datePublished\":\"2019-03-13T17:27:27+00:00\",\"dateModified\":\"2019-03-19T11:13:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\"},\"wordCount\":589,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg\",\"keywords\":[\"branding\",\"fashion\",\"gfb\",\"global fashion business\",\"international business\",\"international fashion branding and marketing\",\"marketing\",\"meet the lecturers\"],\"articleSection\":[\"Yleinen\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\",\"url\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\",\"name\":\"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business\",\"isPartOf\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg\",\"datePublished\":\"2019-03-13T17:27:27+00:00\",\"dateModified\":\"2019-03-19T11:13:47+00:00\",\"author\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2\"},\"breadcrumb\":{\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage\",\"url\":\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg\",\"contentUrl\":\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg\",\"width\":5616,\"height\":3744},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blog.hamk.fi\/gfb\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#website\",\"url\":\"https:\/\/blog.hamk.fi\/gfb\/\",\"name\":\"Global Fashion Business\",\"description\":\"Is fashion your passion? Fashion is not only about design and creating. It is not only about branding and marketing. Fashion is a chain from designer\u2019s idea to meet the consumer desires. Fashion is a mixture of art and business combined with production process; all parts are essential. Global Fashion Business study module is an opportunity to experience the whole chain and to get to know all aspects of global fashion business.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.hamk.fi\/gfb\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2\",\"name\":\"Linda Moghadampour\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/fb6a1d3605f6584745f1d955ec7dab7e9200d6f93a65c666ce18a60fdb6e2ec3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/fb6a1d3605f6584745f1d955ec7dab7e9200d6f93a65c666ce18a60fdb6e2ec3?s=96&d=mm&r=g\",\"caption\":\"Linda Moghadampour\"},\"url\":\"https:\/\/blog.hamk.fi\/gfb\/author\/linda1706\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/","og_locale":"en_US","og_type":"article","og_title":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business","og_description":"In the end of January we had Jonna V\u00e4h\u00e4nen as a guest lecturer in HAMK. Jonna is originally from H\u00e4meenlinna, but currently lives in Sweden and works for the online store Care of Carl. Personally for me this was a very cool experience, since Jonna and I have worked together couple of years ago, andMore","og_url":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/","og_site_name":"Global Fashion Business","article_published_time":"2019-03-13T17:27:27+00:00","article_modified_time":"2019-03-19T11:13:47+00:00","og_image":[{"width":5616,"height":3744,"url":"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg","type":"image\/jpeg"}],"author":"Linda Moghadampour","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Linda Moghadampour","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#article","isPartOf":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/"},"author":{"name":"Linda Moghadampour","@id":"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2"},"headline":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl","datePublished":"2019-03-13T17:27:27+00:00","dateModified":"2019-03-19T11:13:47+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/"},"wordCount":589,"commentCount":0,"image":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg","keywords":["branding","fashion","gfb","global fashion business","international business","international fashion branding and marketing","marketing","meet the lecturers"],"articleSection":["Yleinen"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/","url":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/","name":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl - Global Fashion Business","isPartOf":{"@id":"https:\/\/blog.hamk.fi\/gfb\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage"},"image":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg","datePublished":"2019-03-13T17:27:27+00:00","dateModified":"2019-03-19T11:13:47+00:00","author":{"@id":"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2"},"breadcrumb":{"@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#primaryimage","url":"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg","contentUrl":"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2019\/03\/classic-clothes-commerce-298863.jpg","width":5616,"height":3744},{"@type":"BreadcrumbList","@id":"https:\/\/blog.hamk.fi\/gfb\/guest-lecturer-jonna-vahanen-care-of-carl\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blog.hamk.fi\/gfb\/"},{"@type":"ListItem","position":2,"name":"Guest lecturer: Jonna V\u00e4h\u00e4nen \/ Care of Carl"}]},{"@type":"WebSite","@id":"https:\/\/blog.hamk.fi\/gfb\/#website","url":"https:\/\/blog.hamk.fi\/gfb\/","name":"Global Fashion Business","description":"Is fashion your passion? Fashion is not only about design and creating. It is not only about branding and marketing. Fashion is a chain from designer\u2019s idea to meet the consumer desires. Fashion is a mixture of art and business combined with production process; all parts are essential. Global Fashion Business study module is an opportunity to experience the whole chain and to get to know all aspects of global fashion business.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.hamk.fi\/gfb\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/12eba1f0283b77fc5f8923b4d232aaa2","name":"Linda Moghadampour","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.hamk.fi\/gfb\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/fb6a1d3605f6584745f1d955ec7dab7e9200d6f93a65c666ce18a60fdb6e2ec3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fb6a1d3605f6584745f1d955ec7dab7e9200d6f93a65c666ce18a60fdb6e2ec3?s=96&d=mm&r=g","caption":"Linda Moghadampour"},"url":"https:\/\/blog.hamk.fi\/gfb\/author\/linda1706\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/posts\/806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/users\/513"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/comments?post=806"}],"version-history":[{"count":3,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/posts\/806\/revisions"}],"predecessor-version":[{"id":912,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/posts\/806\/revisions\/912"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/media\/910"}],"wp:attachment":[{"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/media?parent=806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/categories?post=806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.hamk.fi\/gfb\/wp-json\/wp\/v2\/tags?post=806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}