Advanced Social Media for Fashion Brands & Retailers

Social Marketing: Strategies For Customer Engagement, Product Research and Online Sales Magic WWD Trade Show August 17, 2010

Social Marketing has become mainstream and is an essential component of marketing for brands and retailers. This interactive session brings together some of the top retail marketing professionals to discuss the overall evolution of social media marketing. Panelists will discuss how brands and retailers can use online marketing strategies to build brand awareness, engage meaningfully with customers to build relationships, leverage social communities for product development, research and generate online sales . August 17, 2010
Social Media + Fashion

Panelists
Macala Wright Lee, Principal, Fashionably Digital Los Angeles
www.FashionablyMarketing.Me
Crosby Noricks, Sr. Social Media Strategist, Red Door Interactive (Charlotte Russe)
www.PRCouture.com
Daniela Zeltzer, Director of Marketing, XCVI Clothing
www.XCVI.com
Carolyn Coles, Digital Culture and Innovation, lululemon athletica
www.lululemon.com
DariaShualy, Founder & Co-CEO, Sense Of Fashion
www.SenseOFashion.com
Moderator: Staci Jennifer Riordan, Esq. Chair, Fashion Law Practice Group at Fox Rothschild LLP http://fashionlaw.foxrothschild.com

Successful Strategies For Retailers To Build Brand Awareness
Digital PR Trends – Brands As Content Publishers and Bloggers as Curators
Crosby Noricks, @PR_Couture

Evolution of Editorial Retailers become publishers and publishers move into retail BRANDS AS PUBLISHERS Imagine if Net-A-Porter was called Vogue, or ASOS changed its name to Look. How would that feel over time? -econsultancy.com

Bloggers as Content Curators
H&M, LOFT, ShopBop

Style Bloggers as Content
American Apparel - Chictopia

How Retailers Can Leverage Social Media to Innovate and Elevate the Guest Experience
Every single online conversation is an opportunity to create a great guest experience.
Carolyn Coles, @lululemon

Question: How can you effectively bridge the gap between social media and customer service as a retailer?
Consider all channels (not just traditional channels) when extending customer service to the social sphere.
Be both proactive and reactive when solving problems or collecting feedback online. Be timely!
Let your guests help build your strategy.

consider all channels
as customer service opportunities

be both proactive and reactive

let your guests help build your strategy

How Brands Can Use Social Media To Support Retailers
Q: If your brand doesn’t have e-Commerce, how can it use social media to support retailers?
A : If you can’t bring product to consumer, bring consumer to product by empowering them and your retailers in a cohesive issue-based campaign.
Daniela Zeltzer, @XCVI

XCVI Clothing
Use Social Media To Support Your Retailers

Learning From Non-Profits
Raise Awareness: Content over Product:
Listen in on her public conversations: Who is she?
Active mom
Determine an issue that resonates emotionally with her
Being resourceful
Empower your community: Consumers &Retailers
Consumer becomes a part of the creative process
Many ways to wear XCVI
Brand adapts this content for retailers
Ghost write story/articles
Persuade Action: Bring Consumer to Product:
Create a community of activists
Online game with a shopping spree prize

Social Commerce and Fashion Communities
For brands & designers, becoming part of something that's already established is a smart strategy for small to mid-size retailers for other sales channels.
Q: How can fashion communities drive my sales?
A: Let the fashion community be your sales rep.
Tips:
1. Give the community a fun space to share choices
2. Create a system that rewards community members for sharing
3. Shorten the way from Sharing to Shopping
Daria Shualy, @DarShu

SenseOFashion.com
Fashion’s New Marketplace – Women’s Wear Daily
The Love Child of Brooklyn Flea & Facebook – Cityist.com
Redefining The Indie Fashion Market Space – Wall Street Journal
Sense Of Fashion Curates Emerging Fashion & Social Commerce – FMM

What's Next in Digital Fashion?
Geo Location Is Where It’s At!
Cynthia Rowley Bridal Campaign bridges online-to-offline experience with Foursquare
In the 14 days, our combined efforts generated over 524 online mentions, these consisted of mainstream publication online coverage, blogs and tweets.
There were 124 Facebook shares as well. From all of the online buzz, over 167 images of the dresses were used the websites the covered the events.
Macala Wright Lee, @FashMarketing

Cynthia Rowley + Foursquare
Results & Buzz

Mobile & Geo Location Marketing
With the rise of mobile, the mixing of the web with the physical world seems only like the natural evolution of things. Mobile apps that combine location, real-time and social characteristics are in high demand by brands that want to promote their sales, and most of all, give to their physical stores a touch of the social ‘glitter’ of the web,” says Amalia Agathou , Technology Editor for Glamour Magazine in Greece.
Bridging Online To Offline - Brands should strive to not only engage customers, but to enhance their shopping experiences.
Geo Targeted Content – Give them what they want, where they want it.
Loyalty Programs & Incentives – Find out what brings customers into your store, and keep them coming back. Focus on experience, not sales dollars. Organic traffic online and in-store will lead to gradual, sustainable revenue increases.
What You Need To Know

Final Thoughts on Social Marketing
Questions for the Panel?
Panelist are available for consultation so please sign their clip boards or leave a business card.
Thank you for coming and have a great show!
Staci Jennifer Riordan, @StaciRiordan

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Advanced Social Media for Fashion Brands & Retailers

by Macala Wright on Aug 22, 2010

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Advanced Social Media for Fashion Brands & Retailers — Presentation Transcript