How To Leverage User Generated Content as a Fashion & Luxury Brand

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How fashion and luxury brands can utilize User Generated Content in their online communication strategies.

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  • How To Leverage User Generated Content as a Fashion & Luxury Brand

    1. 1. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    2. 2. Today’s media landscape is no longer a top down perspective. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    3. 3. Today’s lives revolve around the internet, the communication tool that turned everything real, transparent, attainable, and collaborative. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    4. 4. The internet has fueled the ability for the masses to formulate and communicate their own opinions. * Tavi Gevison, style blogger, fashion opinion maker, runs her empire out of her bedroom. www.stylerookie.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    5. 5. Today it’s the voice of the masses t h a t resonates most with consumers. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    6. 6. To date, l u x u r y b r a n d marketing has mainly consisted of tightly controlled aspirational messages. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    7. 7. While this messaging allows luxury brands to keep control, it doesn’t impact Today it’s the voice of the the consumer psyche the masses that resonates most with consumers. same way user generated messages do. We are humans, we will always trust the opinion of our peers. www.studdedhearts.blogspot.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    8. 8. The power of User Generated Content is so potent that it can reinvent and position tired fashion brands with a fresh and relevant perspective. www.liveloveloft.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    9. 9. For luxury brands... The challenge with User Generated Content is to avoid degrading the brand and instead maintain and enhance the brand’s integrity through the power of social networking. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    10. 10. What are the ways luxury brands can ensure success when it comes to User Generated content online? THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    11. 11. 1. ESTABLISH SELECTIVE PARTNERSHIPS Today it’s the voice of the Align your brand with the masses that resonates most with consumers. online communities that are more discerning with regard to the brands they associate with. www.ilovemymarc.blogspot.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    12. 12. “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 power of our passionate user community” -Sukhinder Singh Cassidy CEO of Polyvore.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    13. 13. 2. CAREFULLY CURATE CONTENT Today it’s the voice of the Without a perspective, user masses that resonates most with consumers. generated content has no direction and risks loosing the brand voice. It is up to the brand to provide the point of view and guide the conversation. *Blogger and photographer Tom Selby for Cole Haan THE INSPIRED LIFE THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    14. 14. Brands can do this by: Choosing a known expert to participate Seeding content to set the tone Reviewing content before it is publicly posted THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    15. 15. Ultimately, social media presents an opportunity for luxury brands to evolve their offerings and truly interact with consumers. User Generated Content is but one way to engage in this new digital world. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
    16. 16. WWW.FASHIONSCOLLECTIVE.COM @FASHCOLLECTIVE

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