Leveraging Social Media to Tell Your Sustainable Fashion Story
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Leveraging Social Media to Tell Your Sustainable Fashion Story

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With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials ...

With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials they are made of, and the life cycle of the product. Whether you are a boutique eco-fashion brand or a large retailer, sustainability is about being transparent, open and authentic. Social media provides a platform for brands to authentically tell their sustainability story. In this presentation, we will look at fashion brands that have successfully integrated social media into their sustainability initiatives, learn what engages and builds trust with eco-conscious consumers, and discuss best practices for using social media in sustainability campaigns.

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  • Stacie co-produced an eco-fashion show in Los Angeles, CA in 2006Johnette Napolitano in Organic Leather beltadviser to Organic Leather, a start up accessory company based in London <br />
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Leveraging Social Media to Tell Your Sustainable Fashion Story Leveraging Social Media to Tell Your Sustainable Fashion Story Presentation Transcript

  • April 22, 2010 Leveraging Social Media to Tell Your Sustainable Fashion Story Stacie Shepp
  • Who Are You? • Student at FIT? • Working in the Fashion Industry? • Working for a Sustainable Brand? • Using Social Media for Business?
  • This Session • My Story • New Media Statistics • Social Media Principles • Case Studies • A Look at the Future • Discussion/ Q and A
  • My Story
  • Graduated 1992 AAS Degree in Fashion Buying and Merchandising
  • Moved to CA Theatre and Costume Design SF Opera Custom Corset and Bridal Shop in SF
  • FIT 2000 Corset: Fashioning the Body
  • MBA in Sustainable Enterprise
  • Co-Produced EcoFashion Show in LA 2006 Advisor to Organic Leather accessory and wholesale leather company
  • !"#$%"&'($)*+$,-,.('!(/0"$/+(!&, • online marketing • web strategy • web design and development • build trusted brands • social media marketing • San Francisco, CA • Solar, Natural Products, Green Events, Online Start-ups various industries
  • Fall 2009 joined Board Marketing Chair Alternative to the US Chamber of Commerce Voice for Green Business National Expansion
  • New Media Statistics
  • Four out of five NEW MEDIA USERS interact with companies and brands online source
  • Two-thirds of American new media users Feel they can influence business practices by voicing opinions online. source
  • What people Want From Brands • 85% what’s in products and how they’re made • 83% additional details about labels and claims seen offline • 82% providing a forum for consumers to voice concerns over business practices • 82% reporting progress on social and environmental issues • 80% advocating for social or environmental issues source
  • Social Media Principles that Earthsite Follows
  • sustainability = transparency + openness + authenticity social media = transparency + openness + authenticity
  • Social Media is perfect for Sustainable BRANDS • Sustainable Brands have an authentic story • Sustainable Brands are fine with transparency • Sustainable Brands are open about their social & environmental initiatives
  • SOCIAL MEDIA PRINCIPLES LISTENING What is being said about your brand? COMMUNITY beyond consumers, now community SOCIAL CURRENCY Accumulating Goodwill From Your Community RADICAL TRANSPARENCY Openness in Marketing MANY TO MANY Information flows through the community
  • ACCOUNTABILITY AND REPUTATION Testimonials and comments build brand reputation REAL TIME Community is talking about your brand right now ENGAGEMENT AND INTERACTION The new measurement is about engagement and interactions with your community PERSONALIZED Relevant message “just for you” HYPER-LOCALIZATION All marketing is local with mobile media
  • Social Media Is DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation
  • Case Studies
  • Social Media is Ideal for New Brands • Inexpensive way to build brand awareness • Chance to build your brand based on authenticity right from the beginning • Tools to show sustainable fashion story: blogs, twitter, facebook, youtube, video, etc • Easy to launch a new brand only online (no middleman)
  • • Sustainable urban + outdoor apparel • Clothes made for modern mobile life • E-commerce, wholesale • Treehugger: voted best outdoor company • Outdoor Magazine: voted best company to work for (Portland, OR)
  • Social media is perfect for Nau • Sales + Marketing original title was “connector”, community builder • Word of mouth marketing vs traditional print • Able to track ROI with google analytics, sales E-commerce site
  • What is Nau doing? • Monthly newsletter “Off the Grid” • Blog: “Thought Kitchen” • Clothing Giveaways: monthly through newsletter • Facebook Contest: “Tell us your Favorite Spring Break story” • Partners for Change: 2% of each sale donated • The Collective: Grant for Change $10,000
  • •One for One Campaign •Alleviate Soil Transmitted Diseases • Shoes required for school uniforms
  • How is TOMS using Social Media • Community built around the brand • Twitter: @TOMSshoes @TOMSshoepport @FriendsofTOMS • How Do You Wear TOMS (photo album) • Style Your Sole Party
  • • One day event to raise awareness • April 8, 2010 • 1/4 Million People participated • 1600 events around the world • People already signing up for next year
  • • Founded by Zem Joaquin (contributing eco-editor at House & Garden, Domino, Architectural Digest and 7×7 Magazines.) • Creative Director Caitlin Bristol • Blog about the best eco- products on the market • You don’t have to sacrifice style for sustainability
  • Smart Tactics • Host Offline Experience Events • Followed by Online dialogue and activism • Create content that lives on ex) EcoFabTV • Goal: grow audience, not necessarily on own website but through partner sites as well (Huff Post, Dwell)
  • What Does Social Media Mean for Established Brands • Accountability • Transparency • Open Brand • CSR 2.0: Corporate Social Responsibility • Real Time Feedback • Going Beyond Greenwashing
  • • NY Times released article about unsold garments being thrown away and slashed • Jan 6, 2010 H&M #2 trending topic on Twitter • Next day H&M released a statement that it will not happen again.
  • • Ceo, Dov Charney in a lawsuit filed by Woody Allen over unauthorized use of his image • Used Social Media sites to quickly connect with fans to assure them that the company would not be affected • American Apparel estimates that 10% of their online traffic originates from the social media sites
  • • Target gives $3 Million per week to charities • 2009 “Bullseye Gives” campaign • Facebook Fans vote on which charity Target should give to • Fan is then given option to send to own newsfeed, spreading virally
  • • Corporate Social Responsibility Report for last 3 years • Microsite that highlights their story
  • • Adweek reported this week that FOX and ABC refused ads due to too much cleavage • LB posted ad on Blog, asking their customers what they think • YouTube commercial is “How do we contact Fox and ABC viewable to complain about them not running the Ad? They will run Victoria Secret's Ad but the not • Great example of brand one for us plus size girls? That using social media to call sucks! And it's discriminating!” out other brands --Facebook Fan
  • What Does the Future Look Like?
  • How is the fashion industry OPENing up? • Social Media is allowing more people to participate in the trend setting • People can upload photos on dozens of photo-sharing blogs • Less mediated then traditional media • Accelerates the spread of trends globally
  • • Fashion Futures 2025 Report • consumers will increasingly demand that business be transparent • “owning stuff is out” due to high cost • swapping clothes, borrowing (clothing libraries), vintage shops, buying less, higher quality • bulk buying, community sharing • reframe the designers role: design experience and services
  • Website’s That Let You Borrow www.weartodaygonetomorrow.com www.rentmeahandbag.com www.dressedup.com.au www.girlmeetsdress.com
  • “I think partnerships and joint ventures are important, as are collaboration of ideas, social media, and networking. I feel that its the perfect time to team up with someone to create a new idea. We need to help each other and focus on our individual strengths to make our businesses stronger and thereby create a stronger green community.” Source: ecouterre.com
  • Happy 40th Earth Day!
  • Stay Connected Stacie Shepp stacie@earthsite.net Twitter: @stacieshepp @earthsite LinkedIn: Stacie Shepp www.earthsite.net