Social Media Week London Authenticity in Fashion Social Media
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Social Media Week London Authenticity in Fashion Social Media



Created by Karinna Nobbs

Created by Karinna Nobbs



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Social Media Week London Authenticity in Fashion Social Media Presentation Transcript

  • 1. Authenticity in Fashion Social Media September 25th 2012, Hosted by
  • 2. Agenda1. Welcome2. Introduction of Presenters and Panelists3. Background and Context4. Case Studies5. Panel & Audience Discussion6. Summary7. Drinks and networking
  • 3. Background• Definition: of undisputed origin, not a copy, genuine, real, accurate, reliable, appropriate• Social media: honest, meaningful, substance• Environmental uncertainty driving the trend• Scarcities of Time, Attention and Trust• Driver of desire for retrobranding and heritage• Quest for provenance
  • 4. ContextBenefits:• Emotional connection with stakeholders• Longer relationships• Higher brand loyalty• Increase brand equityChallenges:• Time, attention and trust• Cost• Over- Censorship• Legal environment
  • 5. Fashion So Me Context• Made In/Designed In ( Burberry)• CSR (Marks & Spencer)• Design Copyright Issues (Urban Outfitters)• Brand Image changes (GAP, YSL)• Crisis Management (TopShop)• Customer Service (Office)• Fan buying• Crowdsourced competitons/UGC (Gucci, Burberry)• Blogger outreach & representation (IFB)
  • 6. Case Study: Honest by• Launched in 2012• Premium/Luxury• Bruno Pieters• 100% Transparency policy• Where, how, who and how much is disclosed• Revolutionary/Disruptive• “tells the truth”• Message is communicated through fb, tw, vimeo
  • 7. Case Study: TopShopForm• Behind the Scenes – Facebook 2.7m• Street Style – Tumblr• Inside-Out – Blog: Street wear, music, youth culture – Nasir Mazhar• Twitter: People Behind the Brand• “Unique”• Collaborations – JW Anderson, Louise GrayStrengths• Consistent across all Channels• Speed of responsiveness• Huge content generationWeaknesses• Huge company, difficult to show humanity• Wide target market
  • 8. Case Study: Vogue• @CondeElevator Twitter Account:• “Girl 1: Shes making me run a million errands this afternoon.• Girl 2: Oooh, will you bring me an iced coffee on your way back?”• “[silence] [silence] [silence] [silence] [silence] [silence] [silence] [silence]• summer intern: “was that...?”• intern #2: “yeh” #AnnaWintour”• “Authentic, Vintage, Original”
  • 9. Panel & Audience Discussion– Karinna Nobbs, Lecturer at London College of Fashion (@karinnanobbs)– Matteo Montecchi, Lecturer at London College of Fashion (@matteomontecchi)– Matthew Zorpas, Creative Consultant & Independent Blogger (@matthewzorpas)– Jonathan Pryce, Digital Consultant & Independent Blogger (@Garconjon)– Andrea Apella, Deputy General Counsellor and Lecturer at Kings College (@andreaApella)
  • 10. SummaryBE...• Yourself• Human• Open• Consistent• Transparent