The document provides three ways that fashion brands can relate to social fashionistas through social media: 1. Exploit seasonality by creating seasonal activations and sharing content about fashion shows and events. 2. Ask fans for engagement by taking inspiration from an activation by C&A in Brazil that engaged fans. 3. Work harder with fashion blogs by creating full campaigns using bloggers, having bloggers model products, and giving collections blogger names to increase sales.

1. FASHION BRANDS
AND
SOCIAL FASHIONISTAS
TASOS VELIADIS
SOCIALAB.GR

2. WHO
AM
I?
2

3. Tasos Veliadis
I am working in social media
marketing for big brands for 6 years
in Europe.
With my team, we’ve created more
than 500 campaigns for more than
40 Global and local Brands.
I am now the Business Unit Director
at socialab, a prominent Digital
Agency in Greece, and in my free
time I like writing about social
media strategy and digital strategy.
3

4. ARE
U
READY?
4

5. LET’S
START!
5

6. STOPPP!!!
ONE LITTLE NOTE
6

7. Maybe I’m not the right person to
talk about fashion in Greece, but
having worked with fashion brands
and having created a multitude of
online marketing proposals, I’d like
to recommend three (3) ways, in
which fashion brands can be related
to social fashionistas.
Before I share my views, it’s
important to remember that each
and every brand must follow a
specific strategy, through the entire
year, which peaks with huge
activations, when there is a new
collection.
7

8. NOW WE CAN
START
8

9. Below, there three basic pointers as
to how fashion brands can relate
themselves with social fashionistas
through social media in order to
increase their awareness and top of
mind, as well as their sales.
1. Exploit seasonality
2. Ask your fans
3. Work harder with blogs
9

10. EXPLOIT
SEASONALITY
10

11. Fashion changes, depending on
seasonality. There summer and
winter collections. That’s why we
have to create seasonal activations,
combining offline and online
activities.
A good and simple example is
sharing tickets for fashion shows
and events, through your facebook
page.
You can also broadcast live your
events, through your facebook page,
and get more attention, not only
from consumers, but mainly from
fashion bloggers, who’ll watch it
and write about it. 11

12. ASK YOUR
FANS
12

13. We could suggest that all brands ask
their fans to every other brand.
But, when it comes to womens’
brands and especially fashion,
things are different.
All women want what’s best for
them, based on their taste and the
opinion of their friends.
So, if you want to activate your fans,
all you have to do is watch C&A’s
activation in Brazil. (http://bit.ly/
cabrasil)
It’s a great example on how fans 13

14. WORK HARDER
WITH BLOGS
14

15. I know that fashion bloggers are
one of the most popular and
successful online communities, at
least in Greece.
Use them to your own benefit, to
promote your brand and activations.
Occasionally, we see many brands
inviting bloggers to their events, or
sending them all the new products,
as gifts. Try harder! Create full
campaigns (thematic), using
bloggers who match your brand.
Increase your sales by using
bloggers as models to your e-shop,
in certain categories, or give their
name to certain collections. 15

16. WITH TASOSSTAY CONNECTED
16
Facebook.com/tasosvel
@tasosveliadis
Suit.gr
veliadis@socialab.gr

17. ABOUT
SOCIALAB
17

18. socialab
Socialab is a digital marketing
agency that offers a wide range of
online marketing services,
specializing in social media and
Word of Mouth Marketing.
We maintain the first and most
popular Greek blog about the
professional use of social media,
the biggest group on LinkedIn and
the only List for Digital Marketing
on Facebook for Greece.
18

19. BIG THANKS TO
ALEXIA SAKELARIOU
AND
SMELLSLIKEFASHION.COM
FOR ALL THE
PHOTOS!
19

20. THANK
YOU
TASOS VELIADIS
SOCIALAB.GR