6 Digital Fashion PR Trends

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Deck that accompanied presentation at Fashion Camp LA, June 13, 2010

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  • DESIGN NOTES FOR MIKEUse same slide from Shutterfly and update with this contentErikaReid’s father in lumber industry- Shea builds in Denver as well + Phoenix (a market we are looking to expand to next – close to Meridith, corporate decision maker)
  • So fashion brands having blogs is nothing new, what is new bringing fashion bloggers on as editors, either for a branded blog or something less explicitly about the brand itself.
  • EAT SLEEP DENIM, WRITTEN BY JENNINE OF THE COVETED, PAID FOR BY SHOP BOPLOFT TUMBLR LAUNCHED WITH A SERIES OF POSTS BY JESSICA SCHROEDER OF WHAT I WOREAMERICAN APPAREL CREATED A LOOKBOOK USING IMAGES FROM LOOKBOOK.NUINDEPENDENT FASHION BLOGGERS BROKE THE STORY THAT CHICTOPIA WAS WORKING WITH RETAILERS LIKE KEDS TO PROVIDE STYLE GALLERIES AS A FEED ON BRAND WEB SITES
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  • 6 Digital Fashion PR Trends

    1. 1.
    2. 2. CROSBY NORICKS<br />Says……<br />Crosby Noricks…gets social media and her efforts with PR Couture noticeably help nurture aspiring industry professionals and strengthen the skills of those that are already apart of it. <br />Senior Strategist, Social Media at Red Door Interactive<br />PR/Marketing Instructor: FIDM, Art Institute<br />Blogger of the Year, InfluenceSD Awards<br />Often refers to monkeys and magic in professional settings<br />5 Ways Social Media <br />Changed Fashion in 2009<br />“One of the most notable and consistent campaigns built around user-generated content and social engagement has been from the brand Charlotte Russe… managed by Red Door Interactive.”<br />
    3. 3. PR COUTURE<br /><ul><li>Launched 2006
    4. 4. Covers fashion PR, marketing from an industry perspective
    5. 5. 16, 700+ Twitter Followers
    6. 6. Sponsored by Microsoft to attend NYFW
    7. 7. Featured in PR Week, Mashable, Chicago Tribune</li></li></ul><li>6 DIGITAL FASHION PR TRENDS<br />
    8. 8. DIGITAL FASHION PR TRENDS<br /><ul><li>Brand as Publisher
    9. 9. The New Professional
    10. 10. Experience Drives Relationships
    11. 11. Social Shopping
    12. 12. Local versus Global
    13. 13. The Fashion Film</li></li></ul><li>BRAND AS PUBLISHER<br />Retailers become publishers and publishers move into retail<br />
    14. 14. Imagine if Net-A-Porter was called Vogue, or ASOS changed its name to Look. How would that feel over time?<br />-econsultancy.com<br />
    15. 15. DIGITAL FASHION PR TRENDS<br />
    16. 16. THE NEW PROFESSIONAL<br />Images posted by members of online style networks are being sourced my major brands as well as print media. <br />
    17. 17.
    18. 18. SOCIAL SHOPPING<br />New tools allow retailers to harness the real-time nature of Facebook and Twitter, integrating and harnessing those conversations back on-domain.  <br />
    19. 19. Expect savvy brands to use demand signals from consumers to indicate which products should be ramped up on production, distribution, and marketing...<br />– Jeremiah Owyang<br />
    20. 20. EXPERIENCE DRIVES RELATIONSHIPS<br />With fashion blogging gone mainstream, both brands and bloggers are looking for opportunities to go above and beyond the traditional email pitch, working with each other to produce and curate content <br />
    21. 21.
    22. 22. LOCAL VS GLOBAL<br />Brands are negotiating the balance between global messaging with the value of localized, highly targeted content <br />
    23. 23. The global marketing department is the strategic group. The local team is the tactical group. Both need to work hand in hand. - Clikz<br />
    24. 24. THE FASHION FILM<br />The fashion short film emerges as a powerful visual story-teller.<br />
    25. 25.
    26. 26. Questions?<br />

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