April 22, 2010




Leveraging Social Media to Tell Your
    Sustainable Fashion Story




  Stacie Shepp
Who Are You?
• Student at FIT?
• Working in the
  Fashion Industry?

• Working for a
  Sustainable
  Brand?

• Using Socia...
This Session
• My Story
• New Media Statistics
• Social Media Principles
• Case Studies
• A Look at the Future
• Discussio...
My Story
Graduated 1992

AAS Degree in Fashion
     Buying and
   Merchandising
Moved to CA

Theatre and
Costume Design

SF Opera

Custom Corset and
Bridal Shop in SF
FIT 2000

      Corset:
Fashioning the Body
MBA in Sustainable
   Enterprise
Co-Produced
EcoFashion Show in
LA 2006

Advisor to Organic
Leather accessory and
wholesale leather
company
!"#$%"&'($)*+$,-,.('!(/0"$/+(!&,


    •   online marketing

    •   web strategy

    •   web design and development

   ...
Fall 2009 joined Board

    Marketing Chair

 Alternative to the US
Chamber of Commerce

Voice for Green Business

  Natio...
New Media Statistics
Four out of five
    NEW MEDIA USERS
interact with companies and brands online
                                 source
Two-thirds of American
  new media users
   Feel they can influence business
 practices by voicing opinions online.
       ...
What people Want
              From Brands
•   85% what’s in products and how they’re made

•   83% additional details abo...
Social Media Principles that
     Earthsite Follows
sustainability = transparency + openness + authenticity



social media = transparency + openness + authenticity
Social Media is perfect for
       Sustainable BRANDS
•   Sustainable Brands have an
    authentic story

•   Sustainable ...
SOCIAL MEDIA PRINCIPLES
                LISTENING
         What is being said about your brand?


             COMMUNITY
 ...
ACCOUNTABILITY AND REPUTATION
    Testimonials and comments build brand reputation


                  REAL TIME
     Comm...
Social Media Is DIFFERENT
     Old School     New School
        B2C             C2C
     Top Down        Bottom Up
      ...
Case Studies
Social Media is Ideal for New Brands

•   Inexpensive way to build brand
    awareness

•   Chance to build your brand
   ...
•   Sustainable urban + outdoor
    apparel

•   Clothes made for modern
    mobile life

•   E-commerce, wholesale

•   T...
Social media is perfect for Nau

•   Sales + Marketing original title
    was “connector”, community
    builder


•   Wor...
What is Nau doing?
•   Monthly newsletter “Off the Grid”

•   Blog: “Thought Kitchen”

•   Clothing Giveaways: monthly
   ...
•One for One Campaign

•Alleviate Soil Transmitted
Diseases


• Shoes required for school
uniforms
How is TOMS using
                   Social Media
•   Community built around
    the brand

•   Twitter:
    @TOMSshoes
  ...
•   One day event to raise
    awareness

•   April 8, 2010

•   1/4 Million People
    participated

•   1600 events arou...
•   Founded by Zem Joaquin
    (contributing eco-editor at
    House & Garden, Domino,
    Architectural Digest and 7×7
  ...
Smart Tactics
•   Host Offline Experience
    Events

•   Followed by Online dialogue
    and activism

•   Create content ...
What Does Social Media Mean for
      Established Brands

       •   Accountability

       •   Transparency

       •   O...
•   NY Times released
    article about unsold
    garments being thrown
    away and slashed

•   Jan 6, 2010 H&M
    #2 ...
•   Ceo, Dov Charney in a lawsuit
    filed by Woody Allen over
    unauthorized use of his image

•   Used Social Media s...
•   Target gives $3 Million
    per week to charities

•   2009 “Bullseye Gives”
    campaign

•   Facebook Fans vote
    ...
•   Corporate Social
    Responsibility Report
    for last 3 years



•   Microsite that highlights
    their story
•   Adweek reported this
    week that FOX and ABC
    refused ads due to too
    much cleavage

•   LB posted ad on Blog,...
What Does the Future
     Look Like?
How is the fashion industry OPENing up?

•   Social Media is allowing
    more people to
    participate in the trend
    ...
•   Fashion Futures 2025 Report

•   consumers will increasingly
    demand that business be
    transparent

•   “owning ...
Website’s That Let You Borrow

             www.weartodaygonetomorrow.com




              www.rentmeahandbag.com




   ...
“I think partnerships and joint ventures
are important, as are collaboration of
ideas, social media, and networking. I
fee...
Happy 40th Earth Day!
Stay Connected
Stacie Shepp

stacie@earthsite.net

Twitter:
 @stacieshepp
 @earthsite

LinkedIn: Stacie Shepp

www.earthsi...
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Leveraging Social Media to Tell Your Sustainable Fashion Story

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With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials they are made of, and the life cycle of the product. Whether you are a boutique eco-fashion brand or a large retailer, sustainability is about being transparent, open and authentic. Social media provides a platform for brands to authentically tell their sustainability story. In this presentation, we will look at fashion brands that have successfully integrated social media into their sustainability initiatives, learn what engages and builds trust with eco-conscious consumers, and discuss best practices for using social media in sustainability campaigns.

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  • Stacie co-produced an eco-fashion show in Los Angeles, CA in 2006Johnette Napolitano in Organic Leather beltadviser to Organic Leather, a start up accessory company based in London

























  • http://technorati.com/business/article/hm-submits-to-twitter-outrage/











  • Leveraging Social Media to Tell Your Sustainable Fashion Story

    1. 1. April 22, 2010 Leveraging Social Media to Tell Your Sustainable Fashion Story Stacie Shepp
    2. 2. Who Are You? • Student at FIT? • Working in the Fashion Industry? • Working for a Sustainable Brand? • Using Social Media for Business?
    3. 3. This Session • My Story • New Media Statistics • Social Media Principles • Case Studies • A Look at the Future • Discussion/ Q and A
    4. 4. My Story
    5. 5. Graduated 1992 AAS Degree in Fashion Buying and Merchandising
    6. 6. Moved to CA Theatre and Costume Design SF Opera Custom Corset and Bridal Shop in SF
    7. 7. FIT 2000 Corset: Fashioning the Body
    8. 8. MBA in Sustainable Enterprise
    9. 9. Co-Produced EcoFashion Show in LA 2006 Advisor to Organic Leather accessory and wholesale leather company
    10. 10. !"#$%"&'($)*+$,-,.('!(/0"$/+(!&, • online marketing • web strategy • web design and development • build trusted brands • social media marketing • San Francisco, CA • Solar, Natural Products, Green Events, Online Start-ups various industries
    11. 11. Fall 2009 joined Board Marketing Chair Alternative to the US Chamber of Commerce Voice for Green Business National Expansion
    12. 12. New Media Statistics
    13. 13. Four out of five NEW MEDIA USERS interact with companies and brands online source
    14. 14. Two-thirds of American new media users Feel they can influence business practices by voicing opinions online. source
    15. 15. What people Want From Brands • 85% what’s in products and how they’re made • 83% additional details about labels and claims seen offline • 82% providing a forum for consumers to voice concerns over business practices • 82% reporting progress on social and environmental issues • 80% advocating for social or environmental issues source
    16. 16. Social Media Principles that Earthsite Follows
    17. 17. sustainability = transparency + openness + authenticity social media = transparency + openness + authenticity
    18. 18. Social Media is perfect for Sustainable BRANDS • Sustainable Brands have an authentic story • Sustainable Brands are fine with transparency • Sustainable Brands are open about their social & environmental initiatives
    19. 19. SOCIAL MEDIA PRINCIPLES LISTENING What is being said about your brand? COMMUNITY beyond consumers, now community SOCIAL CURRENCY Accumulating Goodwill From Your Community RADICAL TRANSPARENCY Openness in Marketing MANY TO MANY Information flows through the community
    20. 20. ACCOUNTABILITY AND REPUTATION Testimonials and comments build brand reputation REAL TIME Community is talking about your brand right now ENGAGEMENT AND INTERACTION The new measurement is about engagement and interactions with your community PERSONALIZED Relevant message “just for you” HYPER-LOCALIZATION All marketing is local with mobile media
    21. 21. Social Media Is DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation
    22. 22. Case Studies
    23. 23. Social Media is Ideal for New Brands • Inexpensive way to build brand awareness • Chance to build your brand based on authenticity right from the beginning • Tools to show sustainable fashion story: blogs, twitter, facebook, youtube, video, etc • Easy to launch a new brand only online (no middleman)
    24. 24. • Sustainable urban + outdoor apparel • Clothes made for modern mobile life • E-commerce, wholesale • Treehugger: voted best outdoor company • Outdoor Magazine: voted best company to work for (Portland, OR)
    25. 25. Social media is perfect for Nau • Sales + Marketing original title was “connector”, community builder • Word of mouth marketing vs traditional print • Able to track ROI with google analytics, sales E-commerce site
    26. 26. What is Nau doing? • Monthly newsletter “Off the Grid” • Blog: “Thought Kitchen” • Clothing Giveaways: monthly through newsletter • Facebook Contest: “Tell us your Favorite Spring Break story” • Partners for Change: 2% of each sale donated • The Collective: Grant for Change $10,000
    27. 27. •One for One Campaign •Alleviate Soil Transmitted Diseases • Shoes required for school uniforms
    28. 28. How is TOMS using Social Media • Community built around the brand • Twitter: @TOMSshoes @TOMSshoepport @FriendsofTOMS • How Do You Wear TOMS (photo album) • Style Your Sole Party
    29. 29. • One day event to raise awareness • April 8, 2010 • 1/4 Million People participated • 1600 events around the world • People already signing up for next year
    30. 30. • Founded by Zem Joaquin (contributing eco-editor at House & Garden, Domino, Architectural Digest and 7×7 Magazines.) • Creative Director Caitlin Bristol • Blog about the best eco- products on the market • You don’t have to sacrifice style for sustainability
    31. 31. Smart Tactics • Host Offline Experience Events • Followed by Online dialogue and activism • Create content that lives on ex) EcoFabTV • Goal: grow audience, not necessarily on own website but through partner sites as well (Huff Post, Dwell)
    32. 32. What Does Social Media Mean for Established Brands • Accountability • Transparency • Open Brand • CSR 2.0: Corporate Social Responsibility • Real Time Feedback • Going Beyond Greenwashing
    33. 33. • NY Times released article about unsold garments being thrown away and slashed • Jan 6, 2010 H&M #2 trending topic on Twitter • Next day H&M released a statement that it will not happen again.
    34. 34. • Ceo, Dov Charney in a lawsuit filed by Woody Allen over unauthorized use of his image • Used Social Media sites to quickly connect with fans to assure them that the company would not be affected • American Apparel estimates that 10% of their online traffic originates from the social media sites
    35. 35. • Target gives $3 Million per week to charities • 2009 “Bullseye Gives” campaign • Facebook Fans vote on which charity Target should give to • Fan is then given option to send to own newsfeed, spreading virally
    36. 36. • Corporate Social Responsibility Report for last 3 years • Microsite that highlights their story
    37. 37. • Adweek reported this week that FOX and ABC refused ads due to too much cleavage • LB posted ad on Blog, asking their customers what they think • YouTube commercial is “How do we contact Fox and ABC viewable to complain about them not running the Ad? They will run Victoria Secret's Ad but the not • Great example of brand one for us plus size girls? That using social media to call sucks! And it's discriminating!” out other brands --Facebook Fan
    38. 38. What Does the Future Look Like?
    39. 39. How is the fashion industry OPENing up? • Social Media is allowing more people to participate in the trend setting • People can upload photos on dozens of photo-sharing blogs • Less mediated then traditional media • Accelerates the spread of trends globally
    40. 40. • Fashion Futures 2025 Report • consumers will increasingly demand that business be transparent • “owning stuff is out” due to high cost • swapping clothes, borrowing (clothing libraries), vintage shops, buying less, higher quality • bulk buying, community sharing • reframe the designers role: design experience and services
    41. 41. Website’s That Let You Borrow www.weartodaygonetomorrow.com www.rentmeahandbag.com www.dressedup.com.au www.girlmeetsdress.com
    42. 42. “I think partnerships and joint ventures are important, as are collaboration of ideas, social media, and networking. I feel that its the perfect time to team up with someone to create a new idea. We need to help each other and focus on our individual strengths to make our businesses stronger and thereby create a stronger green community.” Source: ecouterre.com
    43. 43. Happy 40th Earth Day!
    44. 44. Stay Connected Stacie Shepp stacie@earthsite.net Twitter: @stacieshepp @earthsite LinkedIn: Stacie Shepp www.earthsite.net

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