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Fashion & Technology: We belong together
- 2. HELLO!
- 3. HOW DIGITAL TECHNOLOGY CAN HELP TO GROW YOUR BUSINESS 1. Get the fundamentals right • 3 principles to remember 2. Then think of digital content as part of your business, not an add-on • How technology can transform the way you sell your collection
- 5. …BUT BEFORE YOU JUMP IN Consider: 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?
- 6. GUESS WHO? Brand essence: Everyone‟s an athlete Organise the world‟s information Designed with Japanese principles Made for all Who 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.”
- 7. IT‟S ABOUT BEING EFFECTIVE RATHER THAN EXHAUSTIVE
- 9. 1. DON‟T BE A FLAKE OR A FAKE Be authentic and true to your brand essence. Whatever channel you choose to use, be committed and feed your fans.
- 11. E.TAUTZ: CONSISTENT VOICE, SELECTIVE CHANNELS „The Tautz man has a classic English sensibility mixed with a kind of schoolboy humour; he likes to dress elegantly, but enjoys clothes with wit.‟
- 12. KATE SPADE: EXPERIMENTAL YET COMMITTED
- 13. @OSCARPRGIRL :REAL, OPEN, PROLIFIC
- 16. DUNHILL :SLICK BUT SHALLOW “A lifestyle channel dedicated to offering a gentleman's take on world culture”
- 17. 2. BE CUSTOMER-LED, NOT TECHNOLOGY-LED Choose your channels based on a core consumer need, not because it‟s the latest trend.
- 20. TIFFANY‟S ENGAGEMENT RING FINDER
- 21. STYLE ROOKIE: KNOWS HER AUDIENCE
- 23. ZEGNA: HIGH TECH BUT UNUSABLE
- 24. 3. HAVE A SENSE OF HUMOUR Fashion can be funny too.
- 26. WHICH LED TO A SPIN OFF
- 31. SHOP VIA A CHARACTER
- 33. SHOPPABLE WALLS
- 35. POWER OF THE CROWD
- 36. SHOP WITH FRIENDS, VIRTUALLY
- 38. CLOTHES TAGGING
- 40. Coats Skirts Accessories Digital content
- 42. APPENDIX
- 43. Brand TOV/personality - how the brand behaves & speaks to others Brand values –the brand’s guiding principles & culture Brand proof/promise – why the 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.
Editor's Notes
- It can go horribly wrong if you don’t think carefully about how to use online and use the channels for the right reasons. http://www.independent.co.uk/life-style/food-and-drink/news/not-lovin-it-mcdonalds-eats-humble-pie-after-twitter-backlash-6294116.html
- Everyone’s doing it - from your big brands who are increasingly acting like professional media publishers to your smaller start ups who are cleverly using free social channels to get their message out there.The online world is your one-stop shop, multi-tasking marketing channel - the modern day equivalent of your shop window, your press release, your muse, your spokesperson, your look book and your catwalk show all in one place.
- It can go horribly wrong if you don’t think carefully about how to use online and use the channels for the right reasons. http://www.independent.co.uk/life-style/food-and-drink/news/not-lovin-it-mcdonalds-eats-humble-pie-after-twitter-backlash-6294116.html
- Tautz feels authentic, real and totally on brand, a conversation When asked, how would you describe the E.Tautz manPatrick answered, ‘The Tautz man has a classic English sensibility mixed with a kind of schoolboy humour; he likes to dress elegantly, but enjoys clothes with wit.’
- Kate Spade have a dedicated team working solely on keeping the brand’s colourful, playful image alive in the digital space and offline. They are one of the top ten most-followed brands on Pinterest, having entered the space well before its competitors did. The foresight? Their tumblr blog is equally strong, showing content that is not only related to their products. How do they do it? The ‘secret’ to Kate Spade’s success is simple: they know who they are speaking to, where their devotees spend time, and what types of content keeps them engaged. Above all, they are committed -- impressive stock and flow of content across all of their platforms with a unified tone of voice. They continue to uphold a reputation as a brand that isn’t afraid to show that they are both open and incredibly excited about the work they do. Being open and social works well for Kate Spade, but might not for all brands. The key takeaway is strong brand values, continuously developing customer relationships and playing in the appropriate places. These principles could apply to all types of businesses.
- Erika Bearman is the heart and soul of the brand. In this case, Oscar de la Renta has taken the idea of the PR spokesperson (normally not a ‘real’ insider perspective, but an attempt to publish content purely to pull publicity )– is turned on its head. Erika, who is known solely as @OscarPRGirl (tumblr, twitter, Pinterest) is now a very human gateway/cultural ambassador into the fashion world, community management/fashion PR as a career and life at ODLR. Does Erika’s content drive sales? Perhaps not. But she has a cult following, and has made a high end brand seem human without compromising its exclusivity. In fact, she actively glorifies it, with very few people objecting. Above all, what does ODLR better than their competitors? They stick with it. ‘Her daily posts of what she’s wearing, where she’s going and who she (and Oscar!) is with all give us an insider look at this otherwise seemingly out of reach luxury brand.’
- Just because one luxury brand is successfully utilizing a particular digital approach does not mean another luxury brand should follow the same strategy.
- When an app makes sense – people do look for rings on the go etc. highly engaged audience.
- TaviGevinson started blogging under the moniker, The Style Rookie, in 2008 at age 11. Her simple .blogspot blog featured visual-heavy posts, mood boards of sorts, began to gain the attention of the fashion world and 1.5 million hits a month. Over the past five years, Tavi has built both a cult following and a reputation for herself as a fashion genius and trendsetter. In 2011, she launched Rookie Mag, an online magazine ‘for teenage girls,’ with posts about fashion, music, an advice column, and other content tailored to her audience. Rookie Mag has been a hit, drawing in famous contributors like Miranda July alongside unknown teen writers. Rookie also functions as a social network, adding to the notion that the site is a safe space; a club for young women. Rookie also managed to fill a vacuum. Teen magazines were a staple in the lives of most teenage girls during the latter part of the 20th century, but lost their footing online. Blogs have resurected the culture of teen girls for teen girls, and Tavi’s site is an expert’s view, filtering through the noise to give young girls they content they are after.
- The truth is, the most shareable stuff online is either useful or just funny. Fashion can be funny too. And it doesn’t cheapen your brand! Simple, human stuff is often the best. e.g. Lanvin video - super successful - 600k views even led to spin offs - http://vimeo.com/29112896 - 44k plays The film struck a chord with a broad internet audience, earning over 100,000 YouTube views in the first three days online, providing the spark for a real-life dance competition at a buzzed about and well-attended Fashion’s Night Out event at the brand’s Madison Avenue boutique, and even spawning spoofs, the surest sign of of viral success.Notably, it was stills from the Lanvin video that appeared in print advertising, flipping a well-established paradigm and highlighting fashion film’s trajectory towards the very centre of seasonal marketing initiatives.
- e.g. Lanvin video - super successful - 600k views even led to spin offs - http://vimeo.com/29112896 - 44k plays The film struck a chord with a broad internet audience, earning over 100,000 YouTube views in the first three days online, providing the spark for a real-life dance competition at a buzzed about and well-attended Fashion’s Night Out event at the brand’s Madison Avenue boutique, and even spawning spoofs, the surest sign of of viral success.Notably, it was stills from the Lanvin video that appeared in print advertising, flipping a well-established paradigm and highlighting fashion film’s trajectory towards the very centre of seasonal marketing initiatives.
- To really stand out from the crowd, you need to change your whole mindset around digital and where it fits into your business: digital needs to be seen as much a part of your collection as your jackets and shoes (insert illustration). Content and commerce are becoming more closely aligned than ever. Once you begin to think about content as integral to your business, the possibilities for how it can help increase sales are endless. Let’s explore just a few ways you can use interactive content smartly
- 1. New ways to shop your collection:- Shopping through a story (Madewell and Asos urban tour)- Merging the online & offline worlds (Glamour & Net-a-Porter) - Social shopping - Use your customers to spread the word and get others to shop e.g. http://www.motilo.com/create-look/(NFC - clothes tagging?), think of people are walking adverts 2. Turning your content as a whole new service/product for your customers (that you could even charge for eventually)Why? It embeds your brand into customers’ every day lives- Create a new service out of contente.g. Nike pluse.g. Poodle loop - Create a new platform for your customers to do things they likee.g. Pinterest - why didn’t a brand do this? a visual brand - Make content good enough so it’s a product in its own righte.g. Red Bull
- shop through a story ASOS’ Urban TourA/W 2011 campaign was a shoppable digital experience layered on top of a video – it featured dance performances by youth in different cities all over the world, highlighting each location’s style and identity. The dancers were dressed in merchandise available on the ASOS site which users could click through to buy. When a dancer is clicked on, he's separated from the rest of the pack so you can see an individual performance, more info about him and links to buy his outfit.
- shop through a story ASOS’ Urban TourA/W 2011 campaign was a shoppable digital experience layered on top of a video – it featured dance performances by youth in different cities all over the world, highlighting each location’s style and identity. The dancers were dressed in merchandise available on the ASOS site which users could click through to buy. When a dancer is clicked on, he's separated from the rest of the pack so you can see an individual performance, more info about him and links to buy his outfit.
- Net-a-porter - As part of Vogues Fashion Night Out 2011, Wellcom London were commissioned by Net-a-Porter to produce graphic content for a digital pop-up window.The concept was to produce a 2D false window display, and once users downloaded the Window Shop app they could simply point their smartphone or iPad at the graphics and watch them come to life. Clicking on the animated graphic too customers directly to the product on theNaP site where they can purchase the item.Glamour Apothecary -
- Uniqlo have completely redefined the way you can promote products, sales and events via online platforms. Lucky Switch – voluntarily uploaded banner ads using clever bookmarklet. Result £3million media free clicks. Lucky Line – A morning sale in which the waiting line to collect money off real stores was online. Result – Uniqlo was top trending word on twitter…worldwide and Uniqlo set a single day sales record of over 10 billion Yen. Lucky counter – a social discount sharing system linked to the number of tweets. Users tweet to bring the price down. Thing is, the items were planned to be sold at discount anyway as it was for online store opening.
- http://www.motilo.com/create-look/
- Shop what you see http://thehighlow.com/2012/02/online-retailer-of-the-week-kaleidoscope/‘Combining a homepage of both street style photography and editorial fashion, Kaleidoscope lures in users with high entertainment value. Then it gets down to business by making that entertainment totally shoppable — clicking “shop this look” breaks down an outfit’s components and brings in a range of similar items from across the web. Though they aren’t official partners, clothing and accessories are linked to from retailers like Net-a-Porter, Shopbop, Asos, and Bergdorf Goodman. Lest anything sell out, the app’s technology is set to update product listings accordingly.A corresponding widget is also in the pipeline. During Fashion Week, the widget will offer a real-time, shoppable feed of pictures of the shows, the attendees, and the parties.While the app will continue to prioritize editorial and street photography as the first thing users see, in the near future Junee says that they’ll “also allow brands to sponsor certain outfits and products so they appear higher in the list of results (but only if they are relevant to you – we definitely do not want Kaleidoscope to become spammy or look like a store catalog).” In addition, the Kaleidoscope experience will continue to be refined and personalized so that users will eventually be able to see outfits specifically tailored to their personal style.
- Tag what you’re wearing everyday and also things you see when you’re out shopping. Why couldn’t a brand do this?
- It means think about content in a completely different way, making it integral to your business offer Luxury brands need to think about content as an integral part of their offer, having the same relationship with it that a News Corporation has with their paper, or a TV station has with its programs.