Social Media Week London Authenticity in Fashion Social Media

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Created by Karinna Nobbs k.nobbs@fashion.arts.ac.uk

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Social Media Week London Authenticity in Fashion Social Media

  1. 1. Authenticity in Fashion Social Media September 25th 2012, Hosted by
  2. 2. Agenda1. Welcome2. Introduction of Presenters and Panelists3. Background and Context4. Case Studies5. Panel & Audience Discussion6. Summary7. Drinks and networking
  3. 3. Background• Definition: of undisputed origin, not a copy, genuine, real, accurate, reliable, appropriate• Social media: honest, meaningful, substance• Environmental uncertainty driving the trend• Scarcities of Time, Attention and Trust• Driver of desire for retrobranding and heritage• Quest for provenance
  4. 4. ContextBenefits:• Emotional connection with stakeholders• Longer relationships• Higher brand loyalty• Increase brand equityChallenges:• Time, attention and trust• Cost• Over- Censorship• Legal environment
  5. 5. Fashion So Me Context• Made In/Designed In ( Burberry)• CSR (Marks & Spencer)• Design Copyright Issues (Urban Outfitters)• Brand Image changes (GAP, YSL)• Crisis Management (TopShop)• Customer Service (Office)• Fan buying• Crowdsourced competitons/UGC (Gucci, Burberry)• Blogger outreach & representation (IFB)
  6. 6. Case Study: Honest by• Launched in 2012• Premium/Luxury• Bruno Pieters• 100% Transparency policy• Where, how, who and how much is disclosed• Revolutionary/Disruptive• “tells the truth”• Message is communicated through fb, tw, vimeo
  7. 7. Case Study: TopShopForm• Behind the Scenes – Facebook 2.7m• Street Style – Tumblr• Inside-Out – Blog: Street wear, music, youth culture – Nasir Mazhar• Twitter: People Behind the Brand• “Unique”• Collaborations – JW Anderson, Louise GrayStrengths• Consistent across all Channels• Speed of responsiveness• Huge content generationWeaknesses• Huge company, difficult to show humanity• Wide target market
  8. 8. Case Study: Vogue• @CondeElevator Twitter Account:• “Girl 1: Shes making me run a million errands this afternoon.• Girl 2: Oooh, will you bring me an iced coffee on your way back?”• “[silence] [silence] [silence] [silence] [silence] [silence] [silence] [silence]• summer intern: “was that...?”• intern #2: “yeh” #AnnaWintour”• “Authentic, Vintage, Original”
  9. 9. Panel & Audience Discussion– Karinna Nobbs, Lecturer at London College of Fashion (@karinnanobbs)– Matteo Montecchi, Lecturer at London College of Fashion (@matteomontecchi)– Matthew Zorpas, Creative Consultant & Independent Blogger (@matthewzorpas)– Jonathan Pryce, Digital Consultant & Independent Blogger (@Garconjon)– Andrea Apella, Deputy General Counsellor and Lecturer at Kings College (@andreaApella)
  10. 10. SummaryBE...• Yourself• Human• Open• Consistent• Transparent

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