Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Fashion & Technology: We belong together

699 views

Published on

How digital technology can help fashion labels - from small to big - grow their business. A talk given at London College of Fashion for the Centre for Fashion Enterprise

Published in: Design, Business
  • Be the first to comment

  • Be the first to like this

Fashion & Technology: We belong together

  1. 1. HELLO!
  2. 2. HOW DIGITAL TECHNOLOGY CAN HELPTO GROW YOUR BUSINESS1. Get the fundamentals right • 3 principles to remember2. Then think of digital content as part of your business, not an add-on • How technology can transform the way you sell your collection
  3. 3. …BUT BEFORE YOU JUMP INConsider:1. What is your brand essence – how would you describe your brand in one sentence or three words?2. What is your tone of voice?3. Who is your brand representative? – which person/group of people will represent your brand online?
  4. 4. GUESS WHO?Brand essence:Everyone‟s an athleteOrganise the world‟s informationDesigned with Japanese principlesMade for allWho said this? (TOV):“If someone gives me a to-do list, I say „Thank you, this is nice.‟One needs things to throw in the wastebasket.”
  5. 5. IT‟S ABOUT BEING EFFECTIVE RATHERTHAN EXHAUSTIVE
  6. 6. 1. DON‟T BE A FLAKE OR A FAKEBe authentic and true to your brand essence. Whatever channelyou choose to use, be committed and feed your fans.
  7. 7. E.TAUTZ: CONSISTENT VOICE, SELECTIVE CHANNELS„The Tautz man has a classic English sensibility mixed with a kindof schoolboy humour; he likes to dress elegantly, but enjoysclothes with wit.‟
  8. 8. KATE SPADE: EXPERIMENTAL YET COMMITTED
  9. 9. @OSCARPRGIRL :REAL, OPEN, PROLIFIC
  10. 10. STELLA: LACKING PERSONALITY
  11. 11. DUNHILL :SLICK BUT SHALLOW“A lifestyle channel dedicated to offering a gentlemanstake on world culture”
  12. 12. 2. BE CUSTOMER-LED, NOT TECHNOLOGY-LEDChoose your channels based on a core consumer need, notbecause it‟s the latest trend.
  13. 13. NET-A-PORTER KARL CAMPAIGN
  14. 14. TIFFANY‟S ENGAGEMENT RING FINDER
  15. 15. STYLE ROOKIE: KNOWS HER AUDIENCE
  16. 16. ZEGNA: HIGH TECH BUT UNUSABLE
  17. 17. 3. HAVE A SENSE OF HUMOURFashion can be funny too.
  18. 18. LANVIN A/W CAMPAIGN
  19. 19. WHICH LED TO A SPIN OFF
  20. 20. A SHOPPABLEEXPERIENCE
  21. 21. SHOP VIA A CHARACTER
  22. 22. SHOPPABLE WALLS
  23. 23. POWER OF THE CROWD
  24. 24. SHOP WITH FRIENDS, VIRTUALLY
  25. 25. STREET STYLE SHOPPING
  26. 26. CLOTHES TAGGING
  27. 27. Coats Skirts Accessories Digital content
  28. 28. lauratan25@gmail.com
  29. 29. APPENDIX
  30. 30. Brand TOV/personality - how the brand behaves & speaks to others Brand values –the brand’sguiding principles & cultureBrand proof/promise – whythe brand is able to deliver it’s essence Brand belief - what makes the brand different in its market place & why it exists Brand essence – the brand promise expressed in the simplest terms. The ‘heart & soul’ of the brand.

×