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Bite-Sized Social: Successful Social Strategies for Fashion Retailers
 

Bite-Sized Social: Successful Social Strategies for Fashion Retailers

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Bite-Sized Social: Successful Social Strategies for Fashion Retailers Bite-Sized Social: Successful Social Strategies for Fashion Retailers Presentation Transcript

  • #BiteSizedSocial: Successful Social Strategies forFashion RetailersNick CaughelLead StrategistAugust 28th, 2012 @offerpop #bitesizedsocial
  • AGENDA FEATURED COMPANIES • RENT THE RUNWAY: ASPIRATIONAL CONTENT • MODCLOTH: CROWD-SOURCED STYLING • ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT • DELIA*S: BEING RELATABLE • BARNEYS: A FASHION LOVER’S BRAND BEST PRACTICES FOR FASHION RETAILERS2 Offerpop Confidential
  • RENT THE RUNWAY: ASPIRATIONAL CONTENTRent the Runway gives fashion fansaccess to high end designer clothesUses aspirational imagery that’s in linewith audience and product lineEngages fans with insider access tothe high fashion world 3 Offerpop Confidential
  • RENT THE RUNWAY: ASPIRATIONAL CONTENT In this Referral campaign, Rent The Runway gave away products from OSCAR DE LA RENTA, one of the worlds leading fashion designers 10,000+ new fans acquired 40,000+ unique visitors 15,000+ emails acquired4 Offerpop Confidential
  • MODCLOTH: CROWD-SOURCED STYLINGModCloth lets fans be unique.They provide one-of-a-kindclothing.Encourages fans to share theirpersonal styles on their wallBuilt a sub community of fansaround productsGives fans the opportunity topurchase other fans’ designs5 Offerpop Confidential
  • MODCLOTH: CROWD-SOURCED STYLINGModCloth selected 30 fan-generatedsketches from a previous campaign.Fans voted for their favoritesGarments will be produced and soldon ModCloth.com30,000+ unique visitors10,000+ votes12,000+ fans acquired6 Offerpop Confidential
  • ANN TAYLOR: BE YOUR FANS’ FASHION EXPERTAnn Taylor uses Facebook astheir fans’ resource for decidingwhat to wearUses wall posts to give stylingtips to their fan baseRuns campaigns that featurefans who wear products the best7 Offerpop Confidential
  • ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT Ann Taylor ran a sweepstakes where they gave away 10 party perfect cocktail dresses. 25,000+ unique visitors 17,000+ emails acquired 10,000+ new fans8 Offerpop Confidential
  • DELIA*S: BEING RELATABLEdELiA*s is a young women’sclothing line that taps into theirfans’ interestsEngages their fans in theirenvironmentPosts about tangentially relatedtopics that resonate with fan base9 Offerpop Confidential
  • DELIA*S: BEING RELATABLE Rather than running a simple referral program, they tied it to a band they know their fans love – One Direction. 100,000+ fans acquired 140,000+ emails harvested 450,000+ unique visitors10 Offerpop Confidential
  • BARNEY’S: A FASHION LOVER’S BRANDBarney’s efforts are product-focused because theiraudience is very passionateabout fashion.Asks their fans what productsthey love and whyRuns campaigns that resonatewell with a fashion-forwardbase11 Offerpop Confidential
  • BARNEY’S: A FASHION LOVER’S BRAND Fans entered for the chance to win a $1,000 Barney’s New York gift card. 68% Conversion Rate 4000 Sign ups12 Offerpop Confidential
  • OVERALL BEST PRACTICES FOR FASHION RETAILNo matter your strategy, these best practices apply: Know your audience • Make sure you’re in line with your fans Have solid, emotion-invoking content • You want to get a response Run product-centric campaigns • Include deep links to your website Provide a means for sharing and encourage it • People define themselves by what they share Have two campaigns running at a time • Stay top of mind13 Offerpop Confidential
  • THANK YOU! WE’LL SEND THE PRESENTATION SHORTLY. QUESTIONS? FEEL FREE TO EMAIL ME AT: nick@offerpop.com Follow us @offerpop Vote for our SXSW speaking proposal: http://panelpicker.sxsw.com/vote/55614 Offerpop Confidential