The document discusses the importance of digital marketing for fashion brands. It summarizes trends in areas like mobile, social media, and search engine optimization. Brands are advised to focus on the basics like quality content across all platforms and devices to stay relevant in today's digital landscape. Mobile and social media are growing areas that brands must embrace. The presentation also provides specific analytics on top fashion brands' performance and opportunities for improvement.

1. @Stephanie_4Ps & @Lauren_4Ps
#FashionDinner

2. Hello
Stephanie Villegas-Ross
Digital Strategist
@Stephanie_4Ps
Lauren Luxenberg
Digital Communications Manager
@Lauren_4Ps

3. Our Clients / Experience

4. Agenda
OBJECTIVE: Why it’s important to invest in digital
What’s happening in the market?
Is your brand ZMOT friendly?
What can you do in 2013?

5. Technology

6. Universal Analytics

7. Universal Analytics
• New Tracking code
• New Measurement protocol
• User behaviour not visits
• Cross platforms & devices
• Track online & offline customers
• Email list

9. Are Fashion Brands ZMOT Friendly?
Do they need to be?

10. Mobile

11. Why Mobile?
• 79% of smart phone and tablet owners use devices for shopping
• 73% use smart phones users, use their device for store location
• Mobile shopping queries are 2x more likely to be in store
• 79% of mobile users, use their phone for product reviews
• Fashion accounts for around 83% of 18-35yr men’s online spend.
• One in two men aged 18-35 have a shopping app installed on their
phone .
• PC sales declined 14% in Q1 of 2013

12. Everywhere Commerce
Everywhere-Commerce
M
eet
Engage
Interact

13. M. vs RWD
 Better SEO
 Easier SEO
 Seamless UX
 Link Sharing
“Google recommends webmasters follow
the industry best practice of using
responsive web design”

14. Social

15. Social – Why Important?
• Google content
• Direct engagement
• Control brand messaging
• Creating efficient buzz
• G+ helping SEO & advertising
• More SEO weighting – Page Rank

16. Social Winners

17. Social following over the past year

18. Where are customers talking?
March 2012 – March 2013 Online Mentions

19. Michael Kors Social Growth
Amanda Seyfreid in
Michael Kors
NYFW/Daily Mail
2x Facebook and Twitter fans:
From 3M to 6M
10x more monthly online mentions:
From 3K to 33K

20. Michael Kors - Why the growth?
4. Ahead of the curve for mobile
1. Facebook exclusives 2. Multi-faceted social campaigns:
#FallingInLoveWith – 3000
followers/day
3. They go where their fans are:
#MKTimeless – 50% Instagram growth

21. Mulberry - Why the growth?
1. What a difference a season makes. 2. Mulberry News, no @s not RTs
3. Product Exclusives & off runway looks
London Fashion Week Profit warning
4. Continual & accelerating growth
for 6 months across platforms.
+8% increase in the last year

22. Social – 3 social trends shaping Fashion
3. Social entertainment
1. Crowdsourcing and Curation
2. Fashion Week is accessible
and commercial

23. How does that affect other
channels?

24. 17changes–search
quality‘Venice’update
50SearchQuality
Changes
KnowledgeGraph
39Changes(linkscheme,
GoogleNews)
86Changes
LinkWarnings
CopyrightViolations
7ResultSERPs
65Changes(image
quality,mobile&
internationalization)
ExactMatchDomain
Update
SERPLayoutChanges
KnowledgeGrap
Google Changes Timeline
Search+YourWorld
AdsAbovethefold

25. Google LOVES Brands
Filter Bubbles Social & Author Rank Classic Relevancy
Anchor Text
Domain names
Link Diversity
CTR from SERPs
Social Profiles
Local Results
Google Ads
Brand classifier

26. But not just your brand

27. What % of searches do they
get?
Search Terms driving traffic to Givenchy.com:

28. What about another brand?
Search Terms driving traffic to MichaelKors.com:

29. What % of searches do they
get?
Search Terms driving traffic to Mulberry.com:

30. What are they doing
differently?

31. A search for “[brand] bags”
Bags URL
Homepage
Homepage

32. From Basics to Backlinks

33. Why?
The Google Warning
De-Indexation

34. Summary of Google changes

35. So what now?

36. Content through Digital PR

37. Content is Two-Sided
Seasonal Trends
Commercial Priorities
Brand Positioning
Exposure
Industry Trends
Audience Interests
Journalist Interests

38. How does it work?
• Strong, bespoke relationships (think PR)
–Email is so 2012
• Co-creating content
• Creativity
• Quality > Quantity
• Focus
• PR with an ROI

39. Bring people together

40. Be Remarkable

41. In Summary
Fashion brands are incredibly innovative
but lose out when they forget the basics.

42. Any Questions?
@4PsMarketing #FashionDinner
@Stephanie_4Ps & @Lauren_4Ps