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Fashion and Digital Trends
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Fashion and Digital Trends

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Fashion and digital trends in 2010.

Fashion and digital trends in 2010.

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Fashion and Digital Trends Fashion and Digital Trends Presentation Transcript

  •  
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
    • We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact.
  • Who is really using twitter?
  • Who is really using twitter? Is this audience right for your brand?
  •  
  • Do you hire an agency to run your twitter account?
  • Do you hire an agency to run your twitter account? ...or would it be better to create a video that your audience really value?
    • There ’ s some really cool stuff happening in digital and fashion
  • Ray Ban Virtual Mirror
  •   Augmented Reality Shopping!
    • Is this really future of online and fashion?
    • Is this really future of online and fashion?
    • It might be...
    • Is this really future of online and fashion?
    • It might be...
    • But in the short term here ’ s the trends think will matter
  • 1. Branded Utility
  • “ It ’ s easier to be repeatedly useful than repeatedly funny ” R. Sutherland
  • The Michelin guide is the Granddaddy of “ Branded Utility ”
  • The guide was developed so people would spend more time driving to restaurants
  • By doing so they would wear their tyres out and buy more Michelin.
  • The brand sits at the heart of the objects usefulness .
  • Many years later we see “ branded utility ” in used in fashion.
  • The Gucci Little Black Book
  • Despite loads of “ visit once and forget ” music and video content. The app also provides guides to hotels, restaurants, bars & clubs in more than 20 major cities picked by Gucci. It ’ s useful and not just pretty.
  • 2. Creativity in Social Media
    • When it comes to social media most agencies will say...
  • "youneedafacebookpageandatwitterprofile"  
    • Brands don ’ t just need profiles and presences.
    • They need a strong creative idea and a strategy that will resonate across social channels.
    • The traditional advertising industry didn ’ t continue to grow and produce amazing work because they helped brands merely populate print, TV, cinema etc.
  • They had to innovate and push creative boundaries
    • it ’ s no different with social media.
  • IKEA created a genius tool using facebook ’ s tagging functionality
  •  
  • Ikea set up a profile of Gordon Gustavsson – the manager of the soon to open Malmo store. Visitors to the page were encouraged to tag different items. Once they tagged it – they got sent it for free! This spread like wildfire and was a big win for IKEA
  • Burberry
  • Art of the Trench trades on people ’ s vanity and need for social affirmation by getting trench coat wearers to upload photos of themselves in their coats.
  • They then share their pic on facebook and telegraph it to their network
  • What a massive gang of show-offs I say! – but what a great creative use of social media
    • 3. Online / Offline
  • Offline is the biggest driver of online
  • 95% of the people everyone knows on facebook they have actually met in real life. Facebook is the most successful online expression of offline events we ’ re ever likely to see. As digital expands it will fragment and fewer single sites will continue to dominate but for now facebook shows how powerful online/offline can be
  • Diesel Facebook Change-room Connect
  • Diesel put facebook enabled screens in their changing rooms so that shoppers could take photos of themselves and upload it to their profiles .
  • This lacked a realtime element but is a great use of online/offline that we will continue to see on the high street.
  • CatchAChoo
  • Jimmy Choo, a world-renowned footwear brand, is organised a real-time treasure hunt around London via Foursquare.
  • A pair of Jimmy Choos checked in at various locations and anyone who arrived at a venue before the trainers left won a pair of shoes!
    • Online/offline isn ’ t without its dangers
  • American Apparel Rummage Sale Riot!
  • American Apparel Rummage Sale Riot!
  • Be careful what you wish for!
  •  
  •  
  •  
  • Conclusion:
    • Make your digital output useful to your users
    • Be creative with social media, don ’ t just tick boxes
    • Offline is the biggest driver of online
    • There is a big appetite for consumer interaction online in fashion
  • [email_address] @helloskive