Digital & Fashion

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A presentation to fashion students on digital and fashion

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Digital & Fashion

  1. 1. Digital Amplification In the Fashion Industry<br />How the World is no longer round…<br />
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  3. 3. How did we first perceive fashion?<br />Cleo, GQ, Monocle, JUICE…<br />Friends…<br />Television/Movies<br />Art & Design<br />Architecture<br />
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  7. 7. Off their backs<br />Farm to Farm…<br />
  8. 8. Media Channel Explosion<br />tv/drtv/itv* - podcasts* - viral*<br />print - mobile* - blogs*<br />digital media* - teleweb - live events<br />radio/satellite radio - email* - sponsorship<br />branded content* - direct mail - telematics<br />gaming * - DVR* - VOD*<br />mp3/iPod* - outdoor - retail POS<br />packaging - search* - IM*<br />digital video* - collateral - peer-to-peer*<br />*Infinite possibility for personalized channels and individual programming<br />8<br />
  9. 9. Channel Explosion (example – U.S. Market)<br />2008<br />1985<br />DRTV<br />DVD<br />(H) DTV<br />Database<br />Digital Cable<br />Internet<br />Direct Mail<br />DBS<br />Sync-to-Broadcast<br />Cinema<br />Beach Advertising<br />Coffee Cups<br />7 Networks<br />12,718 Radio Stations<br />12,709 Print Options<br />150+ Cable Networks<br />500 Digital Channels <br />Interactive TV<br />Gaming<br />Wireless<br />Satellite Radio<br />Millions of Websites<br />Taxi Tops<br />3 National Networks <br />7,744 Radio Stations <br />2,722 Print Options<br />4 Outdoor Forms<br />9<br />
  10. 10. In 20 years, 80% of all media to become digital<br />1930’s<br />Print<br />1940’s<br />Radio<br />1950’s<br />B&W TV<br />1960’s<br />Cable TV<br />1970’s<br />Color TV<br />1980’s<br />Pay Channels/HBO<br />1990’s<br />Remote<br />Control<br />VHS<br />2000’s<br />Satellite<br />Delivery<br />DVD<br />PVR<br />Digital <br />Cable<br />iTV<br />VOD<br />Internet<br />HDTV<br />3G<br />VOIP<br />4G<br />
  11. 11. Something Interesting is happening to the landscape<br />The power of “word of mouth”<br />
  12. 12. <ul><li>Relies on trend followers
  13. 13. Publishes real time
  14. 14. Mass broadcast across multiple social</li></ul> platforms and news feeds<br />
  15. 15. How does this affect fashion brands?<br />
  16. 16. Nicola Formichetti<br />Comme des Garcons<br />All of a sudden, everyone knowsfashion!<br />Zac<br />Posen<br />
  17. 17. Defining how to market your fashion brand<br />This is some boring SHIT..let’s look at some cool videos instead…<br />
  18. 18. Let’s ask the Heidis’<br />
  19. 19. How about AdiDassler?<br />
  20. 20. What about that poor excuse of bossini in Japan?<br />
  21. 21. JayJays Want to See things in 3D…<br />
  22. 22. “Rightttt”…said Fred<br />
  23. 23. Big Brands can afford to…<br />Their intel on culture and what drives fashion gives them a head start<br />However are you a follower?<br />
  24. 24. Fred Perry<br />Do it's own thing… rebel like and just don’t care<br />
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  28. 28. The Sad Story Of Levi’s<br />
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  34. 34. www.shirtfight.com<br />Married couple of Judd & Marieta<br />
  35. 35. http://hipstery.com/<br />
  36. 36. http://www.lifesnotfairbutmyknickersare.com/<br />All about Fairtrade for Sarah & Julia<br />
  37. 37. To Summarize<br />Fashion is not how it was marketed back in the day<br />Its subjective<br />Difference between big brands and independents<br />So how do I get out there and use this knowledge in my career?<br />
  38. 38. - Social Chatter<br />- Advocacy<br />- Modification<br />- Experimentation<br />A Unique<br />Offering<br />A Story<br />Believe<br />Philosophy<br />Way Of Life<br />
  39. 39. Role Play Group Exercise<br />You were just given $500,000!<br />Yeaaaaaay!<br />Now…<br />In the most interesting and compelling way. Launch a fashion line that would not need a single mainstream media buy or fashion show.<br />Use the tips that were given in this presentation.<br />Show me clearly how you would do it with a strategy. Draw it out or just explain the ideas as a group.<br />Exercise 1 <br />Brand Manager, Fashion Designer, Buyer, Retail Manager, Packaging & Design<br />Exercise 2<br />No Roles<br />
  40. 40. Aaron Gomezaaron.gomez@yr.comTwitter: AarGoz<br />Presented by<br />

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