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Fashionably digital.20.4 2013

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Exploring the benchmark setters in digital marketing for fashion focused brands.

Exploring the benchmark setters in digital marketing for fashion focused brands.


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  • Fashion brands like Burberry, Asos, Kate Spade, Topshop, Berdorf Goodman are creating a strong digital presence across channels: Web, Social, Mobile and creating exclusive digital branded content. At a time when social shopping and social aggregation applications are going from strength to strength, the face of online fashion retail is changing.
  • At a time when social shopping and social aggregation applications are going from strength to strength, the face of online fashion retail is changing.
  • Consumers are more and more sophisticated with the help of social media. They search for a specific trend, even a specific colour on their mind rather than a specific brand most of the times. They look for value, they look for quality but they mostly look for the cool factor. They share with friends, they buy what their friends share.They follow celebrities, bloggers, pinboards, lists, style guides and magazines.They are active anytime, anywhere.The website of a fashion brand can be the first point to access but with the help of new social tools it is also the last point of purchase.A new generation of fashion website has to be available at every stage on users dynamic journey.
  • SEO, Spotlight24 Eye-Popping SEO StatisticsPosted on April 19, 2012 by Eric Siu | 35 commentsThe views of contributors are their own, and not necessarily those of SEJ.inShare371 SEO isn’t exactly the most understood medium in online marketing. For one thing, people aren’t too sure what SEOs do exactly. Then there is talk about how SEO is converging with social media, content marketing, usability, and more.It’s not exactly the most well regarded marketing channel either:Every now and then, you’ll hear from the jaded webmasters who have invested in SEO a few times and wasted their money. After that, you’ll hear about discussions about black hat and white hat SEO. As a webmaster, you don’t have time to worry about all this chatter.That’s understandable. You need to get the important things done.To start things off, you should get your minimum viable SEO right and then move onto building your site.You can turn to the more advanced SEO tactics to really help make some strides with your traffic. And take the word ‘advanced’ with a grain of salt, it’s not that bad once you get into the flow.Keep the following statistics in mind as a reminder that investing more into your SEO efforts later will pay off handsomely:SEOContent marketing rocks. Marketing Sherpa reports distribution lead to a 2,000% increase in blog traffic and a 40% increase in revenue.70% of the links search users click on are organic.70-80% of users ignore the paid ads, focusing on the organic results.75% of users never scroll past the first page of search results.GroupM states “when consumers were exposed to both search and social media influenced by a brand that overall search CTR went up by 94 percent.”Search and e-mail are the top two internet activities.Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads.Inbound leads cost 61% lower than outbound leads. An example of an inbound lead might be from search engine optimization. An outbound lead might be from a cold call.81% of businesses consider their blogs to be an important asset to their businesses.A study by Outbrain shows that search is the #1 driver of traffic to content sites, beating social media by more than 300%
  • If you are just starting out with a website development, make sure your looking forward to new technologies. Flash applications can kill Mobile.
  • As the ultimate social network globally, Facebook presence is almost as important as a website for a fashion brand.While users spend more and more time on Facebook communicating with friends and networks, brands have so many different opportunities to create strong interactions with them on this platform.From F-Commerce to integration with other social networks like Instagram, social games to creating exclusive applications Facebook is a main destination for fashion brands.Facebook activities now came to a maturity level and brands are looking for different engagement methods rather than daily conversations. The Facebook page of the year in 2012, Bergdorf Goodman is a good example for this new type of engagement. They have integrated social platforms Polyvore and Instagram with specific apps into their Facebook platform.
  • From new products to providing links to exclusive content, fashion brands found many creative ways to use Twitter.As well as big fashion houses, high street fashion retailers also have their close followers. It is an instant news spreading and communicating mechanism for any brand.Burberry is creating some benchmark campaigns on Twitter. During 2012 LFW, Burberry shared exclusive Animated GIFS via Twitter (and as images on Instagram) before the models hit the runway, allowing followers to view the collection moments before anyone else. As a result #Burberry trended globally (for the second season in a row with its womenswear show) and Burberry has a combined following of over 860,000 on Twitter, making it the most followed luxury brand on Twitter.
  • In a world weary of gimmicks, Instagram has provided brands with a creative new medium through which they can reach +50M users in artistic and engaging ways.The 155-year-old fashion company has stayed very social media savvy. Burberry adopted Instagram very early on and has developed a following of over 350,000 people. The fashion company does more than just display clothing and advertisements with unique filters. Photographer Mike Kus presented Instagram followers with a real-time photo feed during its September London runway shows, getting fans pictures before it was available anywhere else.
  • Mix and Match your outfits, create a style collage and share. By allowing consumers to create their own fashionable looking magazine spreads, Polyvore differentiates itself from many other social shopping / social curation platforms.Polyvore allows users to create and share their own collections, which are all linked to actual retailers’ websites. Users can also search for products based on price and popularity.The most valuable part for fashion retailers is Polyvore’s open analytics interface. They also provide a newsletter to retailers so they can follow trending items on their collections: http://www.polyvore.com/cgi/analytics
  • Transcript

    • 1. Fashionably DigitalCreating digital presence for fashion brandsPresented by . . .Lisa Ackerman
    • 2. Introduction In Fashion…image, presentation, emotion… is everything! The love between Fashion and Digital has now reachedmaturity…Fashion Brands are setting new benchmarks insocial media success.– Burberry– Bergdorf– Topshop In this presentation I will focus on …– “What & Why” of an effective Digital Presence– “How & Where” these Fashion brands are employing thosecomponents in their marketing strategy– “Tips” for creating an efficient digital presence acrossmultiple channels.
    • 3. First…a quick review of the basicsWhat is Social Media ?The use of electronic tools for the purpose of sharing and discussinginformation and experiences with others…
    • 4. Vast landscape…
    • 5. Key differences . . .
    • 6. Why ? . . .you must be where your audience is. 93% say … should have presence in social media 85% say …should use it to interact with them + 60% of Americans interact with a brand on a social media site 56% feel a stronger connection to brands It’s About Relationships, Not Pitches – need interaction Monitor your brand and reputation Monitor others brands/reputations Social Media Exposure: Better & Cheaper than traditional Ads Track ROI better Men/Women 18-34 yrs * +33% prefer this marketing eMail FatigueBenefits abound…
    • 7. Now … Fashion Benchmark setters are being successful due to smartintegration and efficient digital presence across multiplechannels with the use of– Web– Social– Mobile and– creating exclusive digital branded content.Digital: “Give me a reason…and make iteasy”Traditional Brick & Mortar Retailers:“Is it worth the trip?”
    • 8. Building BlocksTop 8 Tips forcreating digitalpresence for fashionbrands
    • 9. Tip 1: A website which is socially integrated Searching...– Color/style– value– quality– ...but they mostly look for the cool factor – emotional connection. They share with friends, they buy what their friends share. They follow celebrities, bloggers, pinboards, lists, style guides and magazines. They are active anytime, anywhere – 24/7. The website can be the first point to access but with the help of new socialtools it is also the last point of purchase (eCommerce fCommerce) A Fashion website has to be available at every stage on users dynamic journey.
    • 10. Tip 2: A good search strategy (SEO) A good search strategy is crucial for reaching consumers coveringstrategic keywords for:– Product category– Color grouping– Latest seasonal fashion trend words Social sharing can create links for fashion retailers. Social media optimization is key for increasing rankings in organic search.Source: Epiphany Fashion Report 2012
    • 11. Tip 3: Ready for mobile Consumers search for products and share about productsanytime, anywhere. A fashion retailer website should MUST be responsive to mobiledevices Ideally a specific multi-touch and gesture interface for iPad and Androidtablet devices is suggested. Contextual menus, and simplified content are crucial for small screensmart phones.
    • 12. Tip 4: Differentiate with content Create exclusive online products, competitions and content for extraimpact. Viral videos, look books, catwalk streaming are still strong. Celebrity endorsements are also creating extra buzz online. Provide white background, clean product images. So when images ofyour products shared on other platforms they still look good andattractive. Consumers love to pin images of their favorite clothes or shareon Facebook with their friends.
    • 13. Tip 5: Encourage Sharing Don’t limit yourself to Facebook, include Pinterest, Polyvore, Google+ on yourproduct pages. Encourage customers to share their purchase after they complete theirtransaction. Keep in touch with the actual customers on social platforms, turn them intoadvocates. Follow up-and-coming social shopping, social curating sites. Integrate withthem quickly to have a better visibility in a growing network.
    • 14. Tip 6: Collaborate Fashion bloggers have their own community, using social searchtools, creating their own influence on trends and as a result have a strongimpact on shopping decisions. Getting the most influential bloggers in your market onboard for seasonalactivities, new product launches, even creating collaborative collectionsare a good way to reach an interest group. BENCHMARK & Network...follow the footsteps of Burberry, Topshop andAldo.
    • 15. Tip 7: Don’t just create, curate! Curation is the new search for fashion. Especially for femaleaudiences, clothes shopping is no longer based on needs. It is anemotional experience, a way to express oneself. Highlight lifestyle aspects of your products. Use new generation start-up social shopping tools to create better visibility for your product. Provide tools for consumers to show their taste. Like Asos’s fashionfinder. Alternatively use the tools available online. Like Bergdorf Goodman usingPolyvore’s mini interface on their Facebook page.
    • 16. Tip 8: Catch the trend quickly As a fashion brand, you are expected to be the “trendsetter”. If animated gifs are popular again, try to integrate them into yourcampaign quickly. Don’t be a copycat, but also don’t miss the voice of the consumer. If theywant you to be on Pinterest, be there. Try and test new platforms and continuously evaluate their impact. Moveon if it doesn’t work for you.
    • 17. Social FashionTop social networks to meetconsumers and fans
    • 18. Facebook As the ultimate social networkglobally, Facebook presence is almostas important as a website for a fashionbrand. From F-Commerce to integration withother social networks likeInstagram, social games to creatingexclusive applications Facebook is amain destination for fashion brands. The Facebook page of the year in2012, Bergdorf Goodman is a goodexample for this new type ofengagement. They have integratedsocial platforms Polyvore and Instagramwith specific apps into their Facebookplatform.
    • 19. Twitter It is an instant news spreading andcommunicating mechanism for anybrand. New products to providing links toexclusive content, fashion brands findmany creative ways to use Twitter. Burberry an excellent Benchmark– 2012 LFW, Burberry campaign– Burberry has a combined following ofover 1,642,781 on Twitter, making itthe most followed luxury brand onTwitter.
    • 20. YouTube As the 2nd most popular searchengine, YouTube is a fantastic platformfor fashion brands. In a visual industry, the value of strongmoving imagery is extremely high. In addition to sharing catwalk shows andTV style adverts brands can also useYouTube as a way of showcasing trendsand as an influencing mechanism.
    • 21. Pinterest Pinterest is probably the most talkedabout social network these days. With high engagementnumbers, impressive link generatingfigures and a heavily female biaseduserbase it is a very promising platformfor fashion brands. Brands like Burberry, Asos, Guess andDKNY already using this platformcreatively to connect with their fan base. Pinterest is creating efficient resultsespecially when aiming to create thelifestyle aspect around a brand andconnecting with the consumer onemotional levels.
    • 22. Tumblr Thousands of fashion bloggers areusing the microblogging platform toshare their likes with the onlinecommunity. Tumblr encourages fashion engagementwith its brand by sponsoring leadingbloggers to visit New York Fashion weekfor the past 2 years. Especially with easy Instagramintegration, this platform became thechoice of photo bloggers. Brands like Topshop, McQ by AlexanderMcQueen are also running their ownTumblr blogs with unique content to thisplatform.
    • 23. Instagram  Instagram is a photo sharing site thatallows users to share snapshots of theirlives through artistic sepia filters. Brands can reach +50M viewers increative and engaging ways Facebook’s $1B acquisition in 4/2012 Warby Parker: Eyeglass Brand Playboy: Adult Media Burberry: Fashion
    • 24. Polyvore Polyvore allows users to create andshare their own collections, which are alllinked to actual retailers’ websites. Userscan also search for products based onprice and popularity. Mix and Match your outfits, create astyle collage and share. The most valuable part for fashionretailers is Polyvore’s open analyticsinterface. They also provide a newsletterto retailers so they can follow trendingitems on their collections:http://www.polyvore.com/cgi/analytics
    • 25. Ones to watchNew start-upspromising to changethe lifestyle shoppingexperience
    • 26. Others.. More and more players are coming intosocial shopping market as there isdefinitely a growth opportunity here.– Weheartit.com– Svpply.com– Lyst.com– Mulu.me– Dailylook.com– Looklet.com– Lookbook.nu– Buyosphere.com– Discoveredd.com– Nuji.com– Olioboard.com– Getvega.com– Styloko.com
    • 27. Also trendingOther digital concepts currentlyhot for fashion retail
    • 28. Trending Digital Walls: With Tesco Korea andGlamour on LFW 2012, this newshopping experience is promising for theretail brands. Augmented Reality: Trying a dress athome or without a need to change is apromising idea for fashion retailers.There are already good workingexamples, the latest by Selfridges in UK. Live Streaming: Luxury fashion brandslike Burberry using live streamingmechanics in addition to YouTube tobenefit from the power of video sharing.The LFW 2012 several shows werestreamed live and also on digitalscreens in town.
    • 29. Thank you toSlideShare.net &…Giving credit to the visual creators and sources…Maverick.Digital•www.Businessinsider.com•www.thecloudcompass.com•Edited and Presented by Lisa AckermanVisit their website for more information.www.mavdig.co.uk