Presentation I gave at Webwednesday in Singapore in April 2009 on online advertising for fashion brands.

1. How To Get
Luxury
Brands and
Other Big
Categories
Advertising
Online?

2. Tip 1
Share the
following
datapoints
with the
fashion
brands.

11. MSN launches a
lifestyle
channel and is
the official
online partner
for the Audi
Fashion Festival

12. Microsoft is
the official
sponsor of the
Gareth Pugh
fashion show on
the 7th of May.

13. Question 1
Which
designer is
opening the
Audi Fashion
Festival?

14. Websites of fashion brands

21. Trends for
fashion
websites
- Large photos
- Black & White
- Minimal content on
the homepage
- And a lot of video
Source:
http://www.smashingmagazine.com/2009/03/12/showcase-of-
beautiful-fashion-websites/

22. Tip 2
Keep
creating
great online
experiences.

23. Question 2
Who is the
designer
from
Singapore at
the Audi
Fashion
festival?

24. Social networks

25. The luxury
target online?
- They have their
own social networks
like:
-A small world
-Squa.re
-Qube
-eVelvet rope
-etc

26. The luxury
target online?
- They are present on
existing social
networks like
Facebook, but who
owns them?

27. The luxury
target online?
- People are talking
about them on
Twitter, but is
somebody listening?

28. Tip 3
Hire and
online
community
manager

29. Mobile

30. Trends in online
fashion
- even fashion
is moving to
mobile. Polo
Ralph Lauren
launches an m-
commerce site
on

31. Trends in online
fashion
- even fashion
is moving to
mobile with an
iPhone
application for
Chanel

32. Trends in online
fashion
- and sometimes
even leading the
way with
customized QR-
codes for Louis
Vuitton

33. Tip 4
Keep
experimentin
g with mobile

34. Question 3
Which
fashion
brand has
the most
friends and
fans on
Facebook?

35. It’s all about
quality and
the user
experience,
right?

36. -The Russian
Vogue website
runs on
Silverlight
-Wonderwall.ms
n.com is a new
destination site

37. -Bambolita TV runs
on Silverlight
-KappAhl did a
mobile campaign on
our network. Some
result:
-CTR 10 times higher than
average online campaigns
• 10% of visitors to
KappAhl.com found the site
through the mobile campaign.
• Campaign gave the highest
ad recall result of the year.

38. -French
connection
advertizes in
games on PC and
Xbox. Some
results:
- 68% recall
- awareness rose
12%
- spontaneous

39. -Using the
surface table
for luxury cars,
anyone?
- fashion &
technology?

42. Tip 5
Give
Silverlight a
try, look at
Surface for
your POS and
follow
Trendhunter.

43. Thank you
ertd@microsoft.co
m
Presentation on
slideshare.net/geertdes
er