The document discusses how social media has changed fashion marketing in 5 key ways: 1) enabling community engagement, 2) facilitating niche communities, 3) supporting mobile apps, 4) empowering style bloggers, and 5) leveraging user-generated content. Several fashion brands are then highlighted that have successfully used social media for promotion, including Victoria's Secret, Diesel, Jimmy Choo, and others.

1. FASHION PROMOTION
SOCIAL MEDIA AND THE FASION INDUSTRY

2. WHY?
• business intelligence
• leverage to negotiate with suppliers
• product improvement/development
• innovation
• ownership of customer experience
• real time feedback and dispute resolution
• prioritisation

3. 5 WAYS SOCIAL MEDIA HAS CHANGED
FASHION MARKETING
• community
• niche community (polyvore)
• mobile apps
• style bloggers
• user generated content (UGC)

4. ENGAGEMENT

5. VICTORIA’S SECRET

6. SOCIAL MEDIA ROOM

7. SOCIAL MEDIA 911

8. SOCIAL MEDIA 911

9. SOCIAL MEDIA AS COMMUNICATION

10. BLOGGERS AT #NYFW
• 20+ bloggers
• all expenses paid
• sponsored by tumblr

11. FASHION MEETS CELEB
• pop sugar/fab sugar
• daily candy
• fashionista
• stylist

12. LUISA VIA ROMA

13. THE SATORIALIST
210,000 visits and 830,000 page views
offline publishing deal
world traveller
Influencer

14. ART OF THE TRENCH

15. LOCATION BASED

16. DIESEL
drives customers in store
appeals to all
viral potential
incentive
relevant to audience

17. JIMMY CHOO
new product launch
location based campaign
leveraged FB and Twitter
real time engagement
great PR

18. SOCIAL SHOPPING