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Pieter s
                                            Jongeriu
                                             @pieterj
                  - Pieter Jongerius-


FASHION TOUCHPOINT STRATEGY
     Fashion Cycle meets Customer Journey
The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
EMERCE EFASHION of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that
 physical nature                                                                                                             2
                    only few may access. Not the best starting point for involving your customers, it seems…
Fashion has to open up.
                         It has to show what it’s doing.
It has to interact with fashionistos and fashionistas from around the world.
On or Off?



EMERCE EFASHION does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience? 4
  In other words:
KARL VS KARL BY NET-A-PORTER




  On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative
                         mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY


EMERCE EFASHION                                                                                                       5
LOCATION IS EVERYTHING




     One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.



EMERCE EFASHION                                                                                                        6
STRATEGY
  Part 2 of 4
TOUCHPOINT STRATEGY




                    Brand      Touchpoints   Target group



                      What can we do to maximize
                        the exchange of value?


EMERCE CONVERSION                                           8
TYPES OF TOUCHPOINTS

                        Online & offline
                    Owned & bought & earned
                       Media & channels
                          Push & pull
                    Temporary & permanent



EMERCE CONVERSION                             9
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
ONLINE TOUCHPOINTS
                    owned media               bought media
                    ·  b2c website            ·  banners
                    ·  b2b website            ·  Search Engine Advertising
                    ·  webshop (w, m, f)      ·  advertorials
                    ·  mobile web             ·  interactive television
                    ·  mobile app
                    ·  tablet app             earned media
                    ·  e-mail                 ·  social media
                                              ·  viral campaigns
                    ·    p.o.s. interactive   ·  blogs, news & more
                    ·    narrowcasting
                    ·    desktop widgets
                    ·    embedded software    …etcetera!

                    ·  campaign site
                    ·  affiliates
                       sales, content, …
                    ·  social media




EMERCE CONVERSION                                                            11
OFFLINE TOUCHPOINTS
                    channels                      bought: mass media en spatial
                    ·  brand stores               ·  RTV– spot/nonspot/…
                    ·  multibrand retail          ·  print ads
                    ·  popup store                ·  advertorials
                    ·  shop-in-shop               ·  inserts
                                                  ·  public space (mupi, billboard)
                    owned: print                  ·  sponsoring
                    ·  folders                    ·  fairs
                    ·  DM
                    ·  brochure                   owned media overig
                    ·  flyer                      ·  customer card
                    ·  magazine                   ·  own events
                                                  ·  packaging
                    owned: business to business   ·  fleet signing
                    ·  yearly report              ·  call center
                    ·  own publications           ·  SMS
                                                  ·  employees

                                                  …etcetera!



EMERCE CONVERSION                                                                     12
CONNECTING TOUCHPOINTS
                                     QR Codes
                                 Image recognition
                                   Web-address
                                   Social handles
                                  Winning-codes




                       OFFLINE                       ONLINE
                                                                     Hyperlinks
         Coupons                                              Social posts (Fb, Tw, ...)
      Addres / maps                                           Likes, Mentions, Pins, ...
      Mouth to mouth                                             Promotion codes
                                                                   Mail-a-friend
                                                                 SMS / messaging


                       OFFLINE                       ONLINE
                                  Coupons
                                Address/map
                             Geolocation / nearby
                              Augmented reality



EMERCE CONVERSION                                                                          13
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
APPROACH
                     Corporate strategy


                    Touchpoint strategy


                  Design & implementation


                         Operation

EMERCE EFASHION                             15
Corporate strategy




 Touchpoint strategy




Design & implementation


      Operation
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation


      Operation
AIDA IS DEAD




EMERCE CONVERSION   18
CUSTOMER JOURNEY 2.0
               transaction                              relation
        main initiative with brand           main initiative with customer




acquisition à persuasion à conversion

                                          interaction à participation à promotion




EMERCE CONVERSION                                                                19
Let’s start!
Defining a specific customer journey
          in five easy steps.




                                       20
1: DEFINE THE GENERIC CUSTOMER JOURNEY

             Case: fashion retailer
2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP

                                  Surprise
                                  Greed
                        ?

  Curious
  Enthousiastic                              Insecurity
  Disappointed                               Optimism




   Curious
                                             Insecurity
   Disappointed
                                             Practicalities



                  Impatient        Doubt
                  Enthousiastic    Greed
                  Disappointed
3: DEFINE THE EXPERIENCE
                                Surprising
                                Affordable
                                Easy



BFF                                          Fun
Accessible                                   Plenty of choice
Open                                         Realistic




Taking care                                  Overview
Thourough                                    In control




                                Care free
                 Confirmation
                                Security
                 Quality
4: IDENTIFY CURRENT TOUCHPOINTS
5: DEFINE NEW & FUTURE TOUCHPOINTS
<>
But… which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
         However, I can point out a number of fashion media trends, later on in the presentation.
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation
NEW CUSTOMER JOURNEY




                                      KLANT




Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial
 route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.
FAN JOURNEY




                                                                              KLANT




Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return
    to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)
TRENDS IN THE FASHION CYCLE
           Part 3 of 4
THE FASHION CYCLE
     design, productie   shows




EMERCE EFASHION                  32
EMERCE EFASHION                                                                                                             33
 For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being
                      watched by more and more consumers, thanks to platforms like http://style.com.
SHOWS




EMERCE EFASHION                                                                    34
                  So when the show is over, how can you keep your fans involved?
EMERCE EFASHION                                                               35
                  One way is to invite bloggers, and give them front row :)
THE FASHION CYCLE
     design, productie   shows
                                 bloggers




EMERCE EFASHION                             36
BLOGGERS TAKE FRONT ROW




    Fashion was built upon aspirational images. Controlled communication. This is what’s changing right now: the
            audience is contributing to the total image. The benefit of this to us: reach and authenticity.


EMERCE EFASHION                                                                                                    37
IMPACT VAN BLOGS




     So while some are still stubbornly trying to control what you see, for instance based on where you live, the
         blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.


EMERCE EFASHION                                                                                                     38
More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with
          sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.
THE FASHION CYCLE
     design, productie   shows
                                 bloggers

                                            print media



                                            pre-ordering




EMERCE EFASHION                                            40
EMERCE EFASHION                                                                                                  41
        Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.
Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to
          pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
               They go further however, and inform the brands on their most frequently pre-ordered styles.
THE FASHION CYCLE
     design, productie   shows
                                   bloggers

                                               print media



                                               pre-ordering


                                 advertising


EMERCE EFASHION                                               43
There is another form of democratization going on in fashion. Although in my eFashion’11 ‘Branding vs Conversion’ talk I
                                   complained that all fashion adds look the same…
LANVIN PARIS




 …there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based
EMERCE EFASHION                                                                                                     45
                        on the game “Just Dance”. A very special way to take yourself seriously!
                                  http://www.youtube.com/watch?v=cwwcnUBY9Zg
TED BAKER: RUTTING SEASON




  Another example: Ted Bakers’s Rutting Season campaign for AW11. People were drawn to the stores to have their
 picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook.
  The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
                                campaign and tens of thousands of likes and followers.

EMERCE EFASHION                                                                                                       46
THE FASHION CYCLE
     design, productie     shows
                                     bloggers

                                                 print media


      social media                               pre-ordering

                     shopping
                                   advertising


EMERCE EFASHION                                                 47
SOCIAL MEDIA ON THE MOVE




 Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again
   after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
                      Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest…


EMERCE EFASHION                                                                                                             48
PINTEREST
                                                                                                    * = Marketingfacts.nl




 200kMnaiquin
     u
         y
            e
  visitors in
     Netherlands.

   200% grow*th
    in 5 months




  We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from
                             Facebook, for instance. And there’s a very good reason for that:


EMERCE EFASHION                                                                                                         49
SOCIAL SHOPPING

                                                                                  sion
                                                                           Conver
 Sharing                                                                            Shopping




 The established networks (like Facebook, Youtube, Twitter and Instagram) are in the ‘sharing’ range of social media.
    The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
 newcomer networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing 50
EMERCE EFASHION
           products, not moments. No wonder that the conversion from these platforms is so much higher.
SOCIAL SHOPPING



 Sharing                                                                                         Shopping




   Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
EMERCE EFASHION            not Pinterest’s serendipity, but real searching, browsing and finding,                        51
                                   helped by a personal profile and those of your friends.
On Lyst, you’ll follow brands, magazines, designers and friends. This results in a personal stream.
                 And what’s so special: it looks like a shop and it works like a shop!
Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012
                            deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.
THE FASHION CYCLE




TNBT
EMERCE EFASHION
                  The Next Big Thing
                                       54
customer profiling
PROFILING




  We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what
  you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
                  and behavior to offer ads. But most of this profiling happens within those platforms.


EMERCE EFASHION                                                                                                        56
“...connecting every person on the web with their
                                                   affinity for anything, from books to gadgets to
                                                   music, restaurants, fashion, or vacation spots.”




The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak
               vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
                                       Een goudmijn voor adverteerders en retailers.
CROSS PLATFORM PROFILING




EMERCE EFASHION            58
…however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very
                 unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.
READY FOR EXTENSION




  But Hunch isn’t the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which
  trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
                    followers also, obviously). Their masterplan: extension to all relevant ‘taste verticals’.


EMERCE EFASHION                                                                                                                     60s
SCIENCE ROCKSTARS: PERSUASION API


                                                                                                               gi f tin g




                                                                                                                  price
                                                                                                                  cuts


scarcity
                                                                                                                autho -
                                                                                                                 rity


  Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on
EMERCE EFASHION                                                                                                         61
 different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
        as clothes, electronics, et cetera. If you capture someone’s persuasion profile, that’s worth something!
TAILORING OUR PROPOSITION




    So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will
    include style of communication that will be based on the profile of our customers, that’s being recorded by third
        parties that will market this information with everyone who is willing to pay. Dark side material? Maybe…


EMERCE EFASHION                                                                                                             62
SO...
Part 4 of 4




              63
How do you connect these developments to the
surfing and shopping behavior of your customers?
CUSTOMER JOURNEY

                                                                            shows

      bloggers                                                                                   print media

                                                                                                social

             social




                                                                                           pre-shopping


By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers.
                          Also you can see where they would fit your cross-touchpoint story telling.
Very few brands
are on top of this
game.

Seize the opportunity!


EMERCE CONVERSION        66
EFFECT




 So we are talking about democratization of the fashion market. More and more people create content, and the flow of
  content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
                           most outspoken of designers will survive. Love them or hate them!


EMERCE EFASHION                                                                                                      67
Glasses: on.
EMERCE EFASHION                                                                                              68
                  So: you’re allowed a pedestal. And Karl? He may keep is sunglasses on for another while.
Pieter
                                                                    Jongerius
                                                                     @pieterj

EMERCE EFASHION                                                                 69
                  All images copyright of their respective owners

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Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey

  • 1. Pieter s Jongeriu @pieterj - Pieter Jongerius- FASHION TOUCHPOINT STRATEGY Fashion Cycle meets Customer Journey
  • 2. The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the EMERCE EFASHION of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that physical nature 2 only few may access. Not the best starting point for involving your customers, it seems…
  • 3. Fashion has to open up. It has to show what it’s doing. It has to interact with fashionistos and fashionistas from around the world.
  • 4. On or Off? EMERCE EFASHION does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience? 4 In other words:
  • 5. KARL VS KARL BY NET-A-PORTER On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY EMERCE EFASHION 5
  • 6. LOCATION IS EVERYTHING One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor. EMERCE EFASHION 6
  • 7. STRATEGY Part 2 of 4
  • 8. TOUCHPOINT STRATEGY Brand Touchpoints Target group What can we do to maximize the exchange of value? EMERCE CONVERSION 8
  • 9. TYPES OF TOUCHPOINTS Online & offline Owned & bought & earned Media & channels Push & pull Temporary & permanent EMERCE CONVERSION 9
  • 11. ONLINE TOUCHPOINTS owned media bought media ·  b2c website ·  banners ·  b2b website ·  Search Engine Advertising ·  webshop (w, m, f) ·  advertorials ·  mobile web ·  interactive television ·  mobile app ·  tablet app earned media ·  e-mail ·  social media ·  viral campaigns ·  p.o.s. interactive ·  blogs, news & more ·  narrowcasting ·  desktop widgets ·  embedded software …etcetera! ·  campaign site ·  affiliates sales, content, … ·  social media EMERCE CONVERSION 11
  • 12. OFFLINE TOUCHPOINTS channels bought: mass media en spatial ·  brand stores ·  RTV– spot/nonspot/… ·  multibrand retail ·  print ads ·  popup store ·  advertorials ·  shop-in-shop ·  inserts ·  public space (mupi, billboard) owned: print ·  sponsoring ·  folders ·  fairs ·  DM ·  brochure owned media overig ·  flyer ·  customer card ·  magazine ·  own events ·  packaging owned: business to business ·  fleet signing ·  yearly report ·  call center ·  own publications ·  SMS ·  employees …etcetera! EMERCE CONVERSION 12
  • 13. CONNECTING TOUCHPOINTS QR Codes Image recognition Web-address Social handles Winning-codes OFFLINE ONLINE Hyperlinks Coupons Social posts (Fb, Tw, ...) Addres / maps Likes, Mentions, Pins, ... Mouth to mouth Promotion codes Mail-a-friend SMS / messaging OFFLINE ONLINE Coupons Address/map Geolocation / nearby Augmented reality EMERCE CONVERSION 13
  • 15. APPROACH Corporate strategy Touchpoint strategy Design & implementation Operation EMERCE EFASHION 15
  • 16. Corporate strategy Touchpoint strategy Design & implementation Operation
  • 17. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLE Design & implementation Operation
  • 18. AIDA IS DEAD EMERCE CONVERSION 18
  • 19. CUSTOMER JOURNEY 2.0 transaction relation main initiative with brand main initiative with customer acquisition à persuasion à conversion interaction à participation à promotion EMERCE CONVERSION 19
  • 20. Let’s start! Defining a specific customer journey in five easy steps. 20
  • 21. 1: DEFINE THE GENERIC CUSTOMER JOURNEY Case: fashion retailer
  • 22. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP Surprise Greed ? Curious Enthousiastic Insecurity Disappointed Optimism Curious Insecurity Disappointed Practicalities Impatient Doubt Enthousiastic Greed Disappointed
  • 23. 3: DEFINE THE EXPERIENCE Surprising Affordable Easy BFF Fun Accessible Plenty of choice Open Realistic Taking care Overview Thourough In control Care free Confirmation Security Quality
  • 24. 4: IDENTIFY CURRENT TOUCHPOINTS
  • 25. 5: DEFINE NEW & FUTURE TOUCHPOINTS
  • 26. <> But… which touchpoints to choose? It all depends on your audience. Where they are, to what they will react. However, I can point out a number of fashion media trends, later on in the presentation.
  • 27. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLE Design & implementation
  • 28. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLE Design & implementation
  • 29. NEW CUSTOMER JOURNEY KLANT Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.
  • 30. FAN JOURNEY KLANT Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)
  • 31. TRENDS IN THE FASHION CYCLE Part 3 of 4
  • 32. THE FASHION CYCLE design, productie shows EMERCE EFASHION 32
  • 33. EMERCE EFASHION 33 For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being watched by more and more consumers, thanks to platforms like http://style.com.
  • 34. SHOWS EMERCE EFASHION 34 So when the show is over, how can you keep your fans involved?
  • 35. EMERCE EFASHION 35 One way is to invite bloggers, and give them front row :)
  • 36. THE FASHION CYCLE design, productie shows bloggers EMERCE EFASHION 36
  • 37. BLOGGERS TAKE FRONT ROW Fashion was built upon aspirational images. Controlled communication. This is what’s changing right now: the audience is contributing to the total image. The benefit of this to us: reach and authenticity. EMERCE EFASHION 37
  • 38. IMPACT VAN BLOGS So while some are still stubbornly trying to control what you see, for instance based on where you live, the blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard. EMERCE EFASHION 38
  • 39. More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.
  • 40. THE FASHION CYCLE design, productie shows bloggers print media pre-ordering EMERCE EFASHION 40
  • 41. EMERCE EFASHION 41 Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.
  • 42. Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest. They go further however, and inform the brands on their most frequently pre-ordered styles.
  • 43. THE FASHION CYCLE design, productie shows bloggers print media pre-ordering advertising EMERCE EFASHION 43
  • 44. There is another form of democratization going on in fashion. Although in my eFashion’11 ‘Branding vs Conversion’ talk I complained that all fashion adds look the same…
  • 45. LANVIN PARIS …there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based EMERCE EFASHION 45 on the game “Just Dance”. A very special way to take yourself seriously! http://www.youtube.com/watch?v=cwwcnUBY9Zg
  • 46. TED BAKER: RUTTING SEASON Another example: Ted Bakers’s Rutting Season campaign for AW11. People were drawn to the stores to have their picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook. The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the campaign and tens of thousands of likes and followers. EMERCE EFASHION 46
  • 47. THE FASHION CYCLE design, productie shows bloggers print media social media pre-ordering shopping advertising EMERCE EFASHION 47
  • 48. SOCIAL MEDIA ON THE MOVE Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest… EMERCE EFASHION 48
  • 49. PINTEREST * = Marketingfacts.nl 200kMnaiquin u y e visitors in Netherlands. 200% grow*th in 5 months We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from Facebook, for instance. And there’s a very good reason for that: EMERCE EFASHION 49
  • 50. SOCIAL SHOPPING sion Conver Sharing Shopping The established networks (like Facebook, Youtube, Twitter and Instagram) are in the ‘sharing’ range of social media. The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The newcomer networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing 50 EMERCE EFASHION products, not moments. No wonder that the conversion from these platforms is so much higher.
  • 51. SOCIAL SHOPPING Sharing Shopping Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset: EMERCE EFASHION not Pinterest’s serendipity, but real searching, browsing and finding, 51 helped by a personal profile and those of your friends.
  • 52. On Lyst, you’ll follow brands, magazines, designers and friends. This results in a personal stream. And what’s so special: it looks like a shop and it works like a shop!
  • 53. Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012 deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.
  • 54. THE FASHION CYCLE TNBT EMERCE EFASHION The Next Big Thing 54
  • 56. PROFILING We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content and behavior to offer ads. But most of this profiling happens within those platforms. EMERCE EFASHION 56
  • 57. “...connecting every person on the web with their affinity for anything, from books to gadgets to music, restaurants, fashion, or vacation spots.” The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen. Een goudmijn voor adverteerders en retailers.
  • 59. …however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.
  • 60. READY FOR EXTENSION But Hunch isn’t the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for followers also, obviously). Their masterplan: extension to all relevant ‘taste verticals’. EMERCE EFASHION 60s
  • 61. SCIENCE ROCKSTARS: PERSUASION API gi f tin g price cuts scarcity autho - rity Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on EMERCE EFASHION 61 different persons. This personal sensitivity, however, is pretty constant throughout different product categories such as clothes, electronics, et cetera. If you capture someone’s persuasion profile, that’s worth something!
  • 62. TAILORING OUR PROPOSITION So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will include style of communication that will be based on the profile of our customers, that’s being recorded by third parties that will market this information with everyone who is willing to pay. Dark side material? Maybe… EMERCE EFASHION 62
  • 64. How do you connect these developments to the surfing and shopping behavior of your customers?
  • 65. CUSTOMER JOURNEY shows bloggers print media social social pre-shopping By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers. Also you can see where they would fit your cross-touchpoint story telling.
  • 66. Very few brands are on top of this game. Seize the opportunity! EMERCE CONVERSION 66
  • 67. EFFECT So we are talking about democratization of the fashion market. More and more people create content, and the flow of content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the most outspoken of designers will survive. Love them or hate them! EMERCE EFASHION 67
  • 68. Glasses: on. EMERCE EFASHION 68 So: you’re allowed a pedestal. And Karl? He may keep is sunglasses on for another while.
  • 69. Pieter Jongerius @pieterj EMERCE EFASHION 69 All images copyright of their respective owners