fashion brands go social, sportswear international presentation
TRANSCRIPT
marketing insightsMI
sportswear international
Fashion Brands Go
Social
facebook / twitter
F/Tsocial media
/
fashion fridaysFF_BO
blogger outreach
luxury interactiveLI
fc’s curated content
luxury brands
Fashion marketplace online is now a multi-billion dollar industry. For retailers and brands, the web proves to possess a vast opportunity in terms of consumer outreach and revenues.
With this comes the ability for brands, both emerging and established to interact with both existing and potential customers.
The challenge is in figuring out the best ways to resonate with existing and potential customers online.
Going social is really about connecting in a way that prompts people to engage in natural conversation.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
FASHION BRANDS GO SOCIAL
But how does a brand find and interact with their target audience online?
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
Paid Search Engine Optimization
Rich Media and Banner Ads
Offline: Events, mailers, traditional advertising, PR
Mobile
Social Media: Blogger Outreach, Facebook, Twitter, FourSquare, Flickr, Tumblr, YouTube
Participation in Relevant Platforms (Polyvore, Chictopia, Fashism, etc.)
Note: It’s not just finding customers, but also locating where your audience engages online. This can help uncover opportunities to make associations with other brands/interests that can enhance your brand or help to convey your brand within a greater lifestyle.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
LOCATING YOUR TARGET AUDIENCE ONLINE
Whether you’re an emerging brand or an established brand, in the fashion industry it’s crucial to remain relevant. The web allows for a constant dialogue with customers and potential customers. For this presentation, we will focus on the 2 most impactful opportunities online:
1. Establishing a Brand Hub
2. Engaging in Social Media
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
INTERACTING WITH YOUR AUDIENCE ONLINE
This is the one central place online where all “approved” content can be found about your brand. This presents an opportunity for the brand to control the message and ensure that there is an official voice. A brand hub can take different forms:
Successful Brand Website Article: 7 Tenents of Successful Brand Websites
Digital Flagships Article: How To Build A Digital Flagship
Facebook Page Article: The Facebook Dilemma (3 Part Series)
Part One: To Participate or Not to Participate
Part Two: Finding Your Brand Voice
Part Three: Thinking Long Term
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB
When creating your brand’s strategy for the brand hub, think about the platform and think about the customer.
The internet is a user-controlled environment. This differs from traditional media where brands are in the driver’s seat.
Brands need to cut through the clutter with interesting content that engages the audience in a real way. More than ever, brands are becoming media distributors where content helps to tell the story of a brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB CONT’D.
“Burberry is now as much a media-content company as [it is] a design company because it’s all part of the overall experience.”
-Christopher Bailey, Chief Creative Officer
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB CONT’D.
“We want to make sure we are seen at the cutting-edge of technology and trends [by everyone],” he said. The company also plans to post video footage of the show on its website and mobile applications, hoping the event’s novelty factor will make it “go viral.”
– David Lauren SVP
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB CONT’D.
“On the web there is endless choice; story telling is extremely important as it allows users to differentiate between products. At Boticca, we featured a video of one of our jewelry designers. Her unique story was that she was an industrial designer by day and a jewelry designer by night. Automatically, from the moment the video was published, the collection started to make sales. When we conducted customer feedback, people responded that it was the way they connected and identified with her story that motivated them to purchase.”
– Kiyan Foroughi, Founder
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
1. ESTABLISHING A BRAND HUB CONT’D.
Social Media allows for sharing, distribution and dialogue between people.
There are many evolving platforms to consider, (Tumblr, FourSquare, Flickr, etc.) as well as a growing community of blogs that retain a high readership and are seen as a source of authentic opinion.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA
Of the platforms controlled by the brand, Facebook and Twitter are the most utilized to date.
Facebook is a platform designed for personal communication, a place where people stay connected with their networks of friends.
When brands participate, it should be with the understanding of the nature of the platform as a way to share on a personal level.
Twitter is an open platform that connects people based on common interests. It is immediate and concise, messages are limited to 140 characters.
In establishing a presence on these platforms, brands have taken different approaches on Facebook and Twitter:
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Tiffany uses their Facebook page primarily as a customer service portal
Tory Burch uses their Facebook page to convey an insider look at the designer’s life
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Louis Vuitton uses their Art of Travel Facebook page to present the brand’s lifestyle approach
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Bergdorf Goodman has a Twitter handle reaching over 26,000, that provides a behind the scenes take on the daily workings of the brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
DKNY’s official Twitter account features the DKNY PR girl who provides an inside look at the brand and what life as a PR girl in New York City is really like.
If the end user is controlling their experience online, where every click is a decision, how should brands communicate effectively?
It’s really about is resonating with customers.
Brands can resonate on different levels, by inspiring, evoking desire, validating and rewarding.
Consistent, and constant interaction helps to build relationships with customers. Taking it a step further are campaigns, leveraging various social media platforms to increase awareness and generate buzz.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
The Catch a Choo campaign generated: 4,000 participants, a 40 percent increase in positive comments posted online and a 33 percent rise in sneaker sales by utilizing Facebook, Twitter and FourSquare.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
H&M has recently used their Facebook page as an exclusive portal to bid on the Lanvin for H&M collection pieces
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
YSL has partnered with Polyvore, a popular online platform that provides users with styling tools, allowing them to put looks together, share and comment.
“69% of Polyvore’s users recommend products to friends at least once a week, we believe the best source of influence for a brand is to harness the p o w e r o f o u r p a s s i o n a t e u s e r community.”
-Sukhinder Singh Cassidy
CEO of Polyvore.com
Know your brand identity and how it can be translated across platforms
Know your customer and what is important to them
Understand where your target audience lives online
Interact in a way that is transparent, meaningful and valuable to both the brand and the end-user
Utilize metrics and tools to gauge success
Identify new opportunities through the open communication
Learn from competitors
Be agile enough to respond in a timely manner
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
ENSURING SUCCESS
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
ENSURING SUCCESS
Ultimately, it’s about finding and fueling the digital influencers that resonate most with the brand, incentivizing these individuals and providing them the opportunity to get to know your brand better.
SEPTEMBER XX, 2010
NEW YORK | GENEVA
www.fashionscollective.com