Fashionably SocialCreating digital presence forfashion brands
Introduction The love between Fashion and Digital has now reachedmaturity. Fashion brands like Burberry, Asos, Kate Spade, Topshop, BerdorfGoodman are creating a strong digital presence across channels:Web, Social, Mobile and creating exclusive digital branded content. Especially in social media fashion brands are setting newbenchmarks. At a time when social shopping and social aggregationapplications are going from strength to strength, the face of onlinefashion retail is changing. In this presentation we would like to focus on this hot sector andshare our thoughts on creating an efficient digital presenceacross multiple channels.
Building BlocksTop 8 Tips forcreating digitalpresence for fashionbrands
Tip 1: A website which is socially integrated Consumers are more and more sophisticated with the help of socialmedia. They search for a specific trend, even a specific colour on their mindrather than a specific brand most of the times. They look for value, they look for quality but they mostly look for the coolfactor. They share with friends, they buy what their friends share. They follow celebrities, bloggers, pinboards, lists, style guides andmagazines. They are active anytime, anywhere. The website of a fashion brand can be the first point to access but withthe 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 onusers dynamic journey.
Tip 2: A good search strategy A good search strategy is crucial for reaching consumers coveringstrategic keywords for:– Product category– Colour grouping– Latest seasonal fashion trend words There are 1 million searches in UK each month for clothing-related terms. ASOS dominate the market when it comes to visibility, while New Lookhave the best product keyword visibility score. 15/35 advertisers run out of PPC budget before the end of each day. Social sharing can create links for fashion retailers. Social media optimisation is key for increasing rankings in organic search.Source: Epiphany Fashion Report 2012
Tip 3: Ready for mobile Consumers search for products and share about productsanytime, anywhere. A fashion retailer website should be responsive to mobile devices. 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.
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 favourite clothes orshare on Facebook with their friends.
Tip 5: Encourage Sharing Don’t limit yourself to Facebook, include Pinterest, Polyvore, Google+ onyour product pages. Encourage customers to share their purchase after they complete theirtransaction. Keep in touch with the actual customers on social platforms, turn theminto advocates. Follow up-and-coming social shopping, social curating sites. Integratewith them quickly to have a better visibility in a growing network.
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. Follow the footsteps of Burberry, Topshop and Aldo.
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-upsocial 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.
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.
Summary: Keywords for success online Social integration Responsive design Portability Availability Search optimised Friendly Creative Exclusive Trendsetter Participator
Social FashionTop social networks to meetconsumers and fans
Facebook As the ultimate social networkglobally, Facebook presence is almost asimportant as a website for a fashion brand. While users spend more and more time onFacebook communicating with friends andnetworks, brands have so many differentopportunities to create strong interactionswith them on this platform. From F-Commerce to integration withother social networks likeInstagram, social games to creatingexclusive applications Facebook is a maindestination for fashion brands. Facebook activities now came to amaturity level and brands are looking fordifferent engagement methods rather thandaily conversations. The Facebook page of the year in2012, Bergdorf Goodman is a goodexample for this new type of engagement.They have integrated social platformsPolyvore and Instagram with specific appsinto their Facebook platform.
Twitter From announcing new products toproviding links to exclusivecontent, fashion brands found manycreative ways to use Twitter. As well as big fashion houses, high streetfashion retailers also have their closefollowers. It is an instant news spreading andcommunicating mechanism for any brand. Burberry is creating some benchmarkcampaigns on Twitter. During 2012LFW, Burberry shared exclusive AnimatedGIFS via Twitter (and as images onInstagram) before the models hit therunway, allowing followers to view thecollection moments before anyone else.As a result #Burberry trended globally (forthe second season in a row with itswomenswear show) and Burberry has acombined following of over 860,000 onTwitter, making it the most followed luxurybrand on Twitter.
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.
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.
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.
Polyvore Mix and Match your outfits, create astyle collage and share. By allowing consumers to create theirown fashionable looking magazinespreads, Polyvore differentiates itselffrom many other social shopping / socialcuration platforms. 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. 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
Ones to watchNew start-upspromising to changethe lifestyle shoppingexperience
Svpply Concept: Pin the things you want tobuy. Discover the best products throughyour community. Follow your favouritecurators and shops. Pros: Seen as the main competitor toPinterest. Currently 850,000 productsare hand-selected by Svpply community.Users can follow a shop which iscurrently aggregated from communityselections. Cons: Still a relatively small community.Brands are given an option to managetheir shops but the functionality is notidentified clearly. Users don’t haveoption to filter per brand on the mainmenu.
Lyst Concept: Follow your favouritebrands, bloggers and people. Discover theitems you might like based on brands anditems you follow. Lyst also sends a salesalert for the specific items on a users list. Pros: Very dynamic search interfaceallows user to have an online shopexperience. Connected to all majorhighstreet and luxury brands’ onlineshops. Provides a seamless journey forshopping displaying actual sales price andstock levels. Encourages social sharing inother networks including Facebook, Twitterand Pinterest. Cons: Collections from other users don’tappear as attractive as other networkssuch as Polyvore, summary contentdisplayed on search is not enough toreflect the user’s taste as a result socialshopping factor doesn’t appear as strong.
Mulu.me Concept: Share the things you love.Decide your portion of the income to goto you or a charity. Pros: You can curate and earn moneyor your pinboard actually can help for agood cause. It is promising to grow andalready got the attention of somefamous fashion designers like ElieTahari, fashion bloggers like Go FugYourself and Hollywood stars. Cons: It is a brand new site launched inDecember 2011. Still a small amount ofusers, so it will take some time to createreal impact for the brands.
Others More and more players are cominginto social shopping market as thereis definitely a growth opportunityhere. Below is a collection of these sites whichwe believe are worth following:– Weheartit.com– Dailylook.com– Looklet.com– Lookbook.nu– Buyosphere.com– Discoveredd.com– Nuji.com– Olioboard.com– Getvega.com– Styloko.com
Also trendingOther digital concepts currentlyhot for fashion retail
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.
Thank youPlease get in touch if you want to discuss howcan we help to enhance your presence online.Sevil Ozer Cresposevil@mavad.co.uk020 7378 6969Visit our website for more information.www.mavdig.co.uk