<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
<ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and imp...
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 v...
<ul><li>There ’ s some really cool stuff happening in digital and fashion </li></ul>
Ray Ban Virtual Mirror
  Augmented Reality Shopping!
<ul><li>Is this really future of online and fashion? </li></ul>
<ul><li>Is this really future of online and fashion? </li></ul><ul><li>It might be... </li></ul>
<ul><li>Is this really future of online and fashion? </li></ul><ul><li>It might be... </li></ul><ul><li>But in the short t...
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,...
2. Creativity in Social Media
<ul><li>When it comes to social media most agencies will say... </li></ul>
&quot;youneedafacebookpageandatwitterprofile&quot;  
<ul><li>Brands don ’ t just need profiles and presences.  </li></ul>
<ul><li>They need a strong creative idea and a strategy that will resonate across social channels.  </li></ul>
<ul><li>The traditional advertising industry didn ’ t continue to grow and produce amazing work because they helped brands...
They had to innovate and push creative boundaries
<ul><li>it ’ s no different with social media. </li></ul>
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 encour...
Burberry
Art of the Trench trades on people ’ s vanity and need for social affirmation by getting trench coat wearers to upload pho...
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
<ul><li>3. Online / Offline </li></ul>
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 e...
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...
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 pai...
<ul><li>Online/offline isn ’ t without its dangers </li></ul>
American Apparel Rummage Sale Riot!
American Apparel Rummage Sale Riot!
Be careful what you wish for!
 
 
 
Conclusion: <ul><li>Make your digital output useful to your users </li></ul><ul><li>Be creative with social media, don ’ t...
[email_address] @helloskive
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Fashion and Digital Trends

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Fashion and digital trends in 2010.

Published in: Lifestyle, Technology, Business

Transcript of "Fashion and Digital Trends"

  1. 2. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  2. 3. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  3. 4. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  4. 5. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  5. 6. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  6. 7. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  7. 8. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  8. 9. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  9. 10. <ul><li>We get carried away with fashionable and exciting new platforms without actually understanding their reach and impact. </li></ul>
  10. 11. Who is really using twitter?
  11. 12. Who is really using twitter? Is this audience right for your brand?
  12. 14. Do you hire an agency to run your twitter account?
  13. 15. Do you hire an agency to run your twitter account? ...or would it be better to create a video that your audience really value?
  14. 16. <ul><li>There ’ s some really cool stuff happening in digital and fashion </li></ul>
  15. 17. Ray Ban Virtual Mirror
  16. 18.   Augmented Reality Shopping!
  17. 19. <ul><li>Is this really future of online and fashion? </li></ul>
  18. 20. <ul><li>Is this really future of online and fashion? </li></ul><ul><li>It might be... </li></ul>
  19. 21. <ul><li>Is this really future of online and fashion? </li></ul><ul><li>It might be... </li></ul><ul><li>But in the short term here ’ s the trends think will matter </li></ul>
  20. 22. 1. Branded Utility
  21. 23. “ It ’ s easier to be repeatedly useful than repeatedly funny ” R. Sutherland
  22. 24. The Michelin guide is the Granddaddy of “ Branded Utility ”
  23. 25. The guide was developed so people would spend more time driving to restaurants
  24. 26. By doing so they would wear their tyres out and buy more Michelin.
  25. 27. The brand sits at the heart of the objects usefulness .
  26. 28. Many years later we see “ branded utility ” in used in fashion.
  27. 29. The Gucci Little Black Book
  28. 30. 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.
  29. 31. 2. Creativity in Social Media
  30. 32. <ul><li>When it comes to social media most agencies will say... </li></ul>
  31. 33. &quot;youneedafacebookpageandatwitterprofile&quot;  
  32. 34. <ul><li>Brands don ’ t just need profiles and presences. </li></ul>
  33. 35. <ul><li>They need a strong creative idea and a strategy that will resonate across social channels. </li></ul>
  34. 36. <ul><li>The traditional advertising industry didn ’ t continue to grow and produce amazing work because they helped brands merely populate print, TV, cinema etc. </li></ul>
  35. 37. They had to innovate and push creative boundaries
  36. 38. <ul><li>it ’ s no different with social media. </li></ul>
  37. 39. IKEA created a genius tool using facebook ’ s tagging functionality
  38. 41. 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
  39. 42. Burberry
  40. 43. 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.
  41. 44. They then share their pic on facebook and telegraph it to their network
  42. 45. What a massive gang of show-offs I say! – but what a great creative use of social media
  43. 46. <ul><li>3. Online / Offline </li></ul>
  44. 47. Offline is the biggest driver of online
  45. 48. 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
  46. 49. Diesel Facebook Change-room Connect
  47. 50. Diesel put facebook enabled screens in their changing rooms so that shoppers could take photos of themselves and upload it to their profiles .
  48. 51. This lacked a realtime element but is a great use of online/offline that we will continue to see on the high street.
  49. 52. CatchAChoo
  50. 53. Jimmy Choo, a world-renowned footwear brand, is organised a real-time treasure hunt around London via Foursquare.
  51. 54. 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!
  52. 55. <ul><li>Online/offline isn ’ t without its dangers </li></ul>
  53. 56. American Apparel Rummage Sale Riot!
  54. 57. American Apparel Rummage Sale Riot!
  55. 58. Be careful what you wish for!
  56. 62. Conclusion: <ul><li>Make your digital output useful to your users </li></ul><ul><li>Be creative with social media, don ’ t just tick boxes </li></ul><ul><li>Offline is the biggest driver of online </li></ul><ul><li>There is a big appetite for consumer interaction online in fashion </li></ul>
  57. 63. [email_address] @helloskive

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