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Fashion 2.0. exploring current social media trends from fashion business perspective

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With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business …

With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.

Published in Social Media , Design , Business
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  • 1. FASHION  2.0   Exploring  current  social  media  trends     from  fashion  business  perspec@ve    
  • 2. The  agenda   ①   Why  social  media?   ②   Trends  shaping  our  social  environments   ③   Social  media  pla;orms   ④   How  to  get  started?   ⑤   SoMe  liAerature  …    
  • 3. ①   Why  social  media?    
  • 4. McKInsey  Global  Ins@tute  (2012):  The  social  economy:  Unlocking  value  and  produc@vity  through  social  technologies      
  • 5. Whom  do  consumers  trust?  
  • 6. IN  OTHER  WORDS…     •  As  the  main  interest  lies  in  the  abiliFes  of  small  and  micro  sized   enterprises  to  succeed  in  their  businesses,  the  successful   exploitaFon  of  social  media  results  in  beSer  apprecia@on  of  the   business  (1),  more  effec@ve  marke@ng  (2),  stronger  networking   (3)  and  value  crea@on  (4),  i.e  new  kind  of  business   thinking.   •  As  social  media  will  change  not  only  how  individuals,  but  how   organisaFons  and  socieFes  are  able  to  work  and  organise,   understanding  the  interconnecFon  between  social   media  and  innovaFon  capaciFes  (i.e.  dynamism)  is   indispensable  for  any  company.  
  • 7. FROM  FASHION  BUSINESS  PERSPECTIVE,     Social  media  creates  new  opportuni@es  for  interac@on   and  learning  across  organisaFonal  boundaries.     …  1)  improves  the  compeFFveness,     …  2)  increases  sales  +  3)  producFvity    AND   …  4)  speeds  up  the  internaFonalisaFon  processes     of  the  companies.       =  
  • 8.   ②   Trends  shaping  our  social    environments    
  • 9. TECHNOLOGY  BASED  TRENDS   ü  DigitalisaFon  and  e-­‐commerce        (digital  business  models,  interacFve  retail,  value  creaFon)   ü  Fashion  related  technological  innovaFons      (smart  fabrics,  wearable  technology)   ü  Mobility  in  form  of  pla;orms  and  locaFon   based  services  
  • 10. HUMAN  CENTERED  TRENDS   ü  InteracFon  and  engagament      (the  power  of  communiFes,  visualised  contents,  online  audiences)   ü  Long  tail  customers      (i.e.  PersonalisaFon)   ü  Sustainability       (meaningful  objects,  awareness)  
  • 11. NEW  VALUES   NEW  FORMS  OF  WORKING   NEW  MARKETS   NEW  INVOLVEMENT  BY  CUSTOMERS     =  NEW  WAY  OF  THINKING  AND  ACTING  
  • 12. ③   Social  media  pla`orms    
  • 13. B   L   O   G   G   I   N   G   A  personal  blog  sounds  great,  but  is  demanding  Fme,  energy,   wriFng  skills  and  loads  of  ideas  to  become  followed.     INSTEAD,    what  might  interest  you,  is     •  gefng  your  products  photographed  to   popular  fashion  blogs   •  gefng  people  talk  about  your  products  in   their  blogs     =  What  maSers  the  most,  is  having  a  social  media  presence  and   good  pictures  of  your  products  to  be  tagged.  
  • 14. F   A   C   E   B   O   O   K   ADDS   CAMPAIGNS   GENERAL  INFO    
  • 15.   F   A   C   E   B   O   O   K   YES     •  Easy  networking  and   communicaFon  tool   •  Pla;orm  for  instant  customer/ consumer  engagement   •  User  popularity   •  InformaFon  immediacy  and   fast  feedback   •  Free/Low  Cost   •  Achieve  high  search  engine   •  Increase  in  product  visibility   rankings   NO     •  Issues  with  the  private  and  public  spheres   •  Big  potenFal  audience,  but  lots  of  compe@@on  in  visibility   •  Young  and  lead  user  customers  are  not  acFve  in  Facebook    
  • 16. I   N   S   T   A   G   R   A   M   #  DifferenFate  yourself   o  To  be  successful  at  Instagram,  you  need  to  do  things  in  unexpected   ways,  giving  your  followers  experiences  that  they  can´t  find  elsewhere.   #  No  words  can  tell  …  like  pictures  do  …   o  Pictures  of  live  situaFon,  from  back  stage  /  the  planning  process  etc.   o  Visualise  your  products  in  any  situaFons    you  can  imagine.     #  A  great  tool  for  niche  markets   o  Encourages  sharing  contents  (=  Give  people  reason  to  picture   themselves  with  your  products  and  to  share  the  pictures.)   o  Personalise  your  brand  with  emoFons  aAached  to  the  pictures.   o  Creates  trust  as  people  see  YOU  behind  the  brand.     #  Contest,  campaigns,  (event)  promoFons     o  What  ever  you  can  think  of  -­‐  the  only  limitaFon  is  in  your  imaginaFon.  
  • 17. I   N   S   T   A   G   R   A   M  
  • 18. P   I   N   T   E   R   E   S   T   #  Create  original  quality  pictures   o  o  o  o  Express  feelings     Visualise  your  products  in  situaFons  people  want  to  be  related  to   Link  the  pictures  to  your  website  /  blog  /  etc.   Go  to  pinterst.com/popular  and  see  what  people  like  right  the  most     #  Follow  other  people´s  content  to  build  up  a  network   o  Remember  -­‐  the  more  you  follow,  the  more  you  will  be  followed     o  Follow  your  co-­‐workers  and  ask  them  to  follow  you  >>  wider  network   o  Follow  people  of  your  interest  groups  (potenFal  customers  and  trend   seAers),  not  just  ”anyone”   #  Use  pinboards  to  make  product  catalogues       o  Add  prices,  but  make  it  with  style,  lefng  the  pictures  speak  for  you   o  Emphasise  visual  communicaFons  =  make  easy  and  aAracFve  pins     #  Keep  your  fans  interested  with  offers  &  compeFFons  
  • 19. Beau@ful  pictures,  aSrac@ve  to     people  following  trends   P   I   N   T   E   R   E   S   T   Product     related    feelings   Targeted  marke@ng   -­‐  Belonging  to  a  group     -­‐  or  a  community  
  • 20. ④   How  to  get  started?    
  • 21. Source:  hSp://al@metergroup.wpengine.netdna-­‐ cdn.com/wp-­‐content/uploads/2013/03/ Al@meter_Evolu@on_Social_Business_FINAL_0306 13.pdf  
  • 22. To  start  with  ….   •  Link  your  social  media  goals  with  your  business   strategy.  It  is  not  about  what  you  can  do  –  now  –  but  what  you   WANT  to  do.       •  Follow  brands  /  designers  /  bloggers  and  lead  user   customers  potenFally  interested  in  your  products   and  see,  where  they  are  and  how  they  manage  their  social  media   presence.     •  Explore  different  pla;orms  and    r  e  l  a  x.  If  you  don´t   like  one  pla;orm,  go  for  another.      
  • 23. Want  to  avoid  stress     about  making  things  right?       •  Use  Fme  in  planning  your  social  media  presence.   Make  an  ac@on  plan  for  1-­‐3  years.   •  Learn  from  your  own  mistakes  /  your  collegues  /  your   own  favorite  social  media  personali@es.  Remember  –  what   works  for  some  one  else,  might  not  work  for  you.   •  Use  tools  like  commun.it  to  manage  several  social  media   presences  with  one  tool  only.   •  Enlargen  your  audience   by  networking!  
  • 24. some  examples  of  social  media  management  tools     FREE bufferapp.com   hootsuite.com   sproutsocial.com  
  • 25. Source:  hSp://al@metergroup.wpengine.netdna-­‐ cdn.com/wp-­‐content/uploads/2013/03/ Al@meter_Evolu@on_Social_Business_FINAL_0306 13.pdf  
  • 26. SEEMS  LIKE  A  BIG  AND  HARD  JOB  TO  DO?   No  worries.  The  only  way  for  success  is  learning  by  doing…  
  • 27. ⑤   SoMe  liSerature  …  
  • 28. Interested  in  further  reading?   THERE  ARE  PLENTY  OF  GOOD  ARTICLES,  BOOKS  and  WEBSITES.     HERE  JUST  A  FEW  WITH  RANDOM  SELECTION:    
  • 29. +  these       •  Yuli  Ziv  (2013):  Fashion  2.0:  Season  of  Change:  A  Forecast  of  Digital   Trends  Set  to  Disrupt  the  Fashion  Industry,   hAp://mashable.com/2010/10/21/fashion-­‐digital-­‐tools/     •  FashionUnited  (2013):  Social  media  influences  fashion   purchases, hAp://www.fashionunited.co.uk/fashion-­‐news/fashion/social-­‐media-­‐ influences-­‐fashion-­‐purchases-­‐2013080218182   •  MaA  Holloway  (2013):  6  Cs  of  Successful  Social  Marke@ng,   hAp://prezi.com/bq2blf6kdefn/6-­‐cs-­‐of-­‐successful-­‐social-­‐markeFng/   •  Charlene  Li  &  Brian  Solis  (2013):  The  Evolu@on  of  Social  Business,      hAp://alFmetergroup.wpengine.netdna-­‐cdn.com/wp-­‐content/  uploads/2013/03/AlFmeter_EvoluFon_Social_Business_    FINAL_030613.pdf  
  • 30. Thank  you!     Sanna Ketonen-Oksi A  lifelong  learner  and  explorer,  currently  interested  in  social  media  and  it´s  role   in  creaFng  value  and  in  remodeling  innovaFon  related  B2B  business  models.   PhD-­‐student  at  Tampere  University  of  Technology.                                                                                                                                      @KetonenOksi