A presentation given by Fashion's Collective at the eFashion Summit in Frankfurt, Germany providing an overview of the opportunities in social media for fashion brands, along with examples.
We are Figmenta, a digital marketing and production agency, specialized in beauty, healthcare and lifestyle brands.
In this first part, we explore how Luxury brands have integrated digital platforms and practices into their communication in order to step up their game and embrace new types of customers.
More about us?
www.figmenta.com
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
The goal of the survey was to establish an industry benchmark for digital marketers
at luxury companies. Results to this study, revealed in this report, determine
spending trends and marketing successes, as well as areas in need of further
development and investigation in the luxury market.
We are Figmenta, a digital marketing and production agency, specialized in beauty, healthcare and lifestyle brands.
In this first part, we explore how Luxury brands have integrated digital platforms and practices into their communication in order to step up their game and embrace new types of customers.
More about us?
www.figmenta.com
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
The goal of the survey was to establish an industry benchmark for digital marketers
at luxury companies. Results to this study, revealed in this report, determine
spending trends and marketing successes, as well as areas in need of further
development and investigation in the luxury market.
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Loewe digital strategy is a case study for my digital and ecommerce classes
It´s an example of how a luxury company can leverage digital strengths, if they really want to develop a competitive advantage in the market (as Burberry has done)
If you are interested in more in depth analysis, please contact rosafvp@gmail.com
No confidential information is included in this presentation.
Copyright has no meaning for me. Let´s share knowledge. The world will work better!!!!
How luxury brands are embracing Digital Transformation - ArabNet Riyadh 2015ArabNet ME
Speaker: Christian Nucibella, Founder & CEO, FiloBlu
كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي
كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو
The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.
Through a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.
Luxury Wars On Social Media - Ten Top Luxury Brands Go Head to HeadTalkwalker
Luxury brands are relative newcomers to social media. Ten years ago, some brands believed that these new platforms were a mass phenomenon that did not concern their target audience. This stereotype is no more. Today, 75% of luxury shoppers use social media, according to a 2014 study by the Blackstone Digital Agency. All the major players of the luxury goods industry are now present on social, trying to find new ways to engage with their fans and customers to build up brand perception.
Our latest report used Talkwalker’s social listening platform to analyze how ten giants of the luxury industry, from Dior and Chanel to Tesla and Ferrari, are using Twitter, Facebook and Instagram to see what worked and what didn’t work.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.
Social Media & Fashion Power of InfluencersYigal Roos
Short presentation about the power of Influencers in fashion. It was held at Bousie Industry Dinner 2011 (#bd11) at restaurant de Goudfazant, Amsterdam
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Loewe digital strategy is a case study for my digital and ecommerce classes
It´s an example of how a luxury company can leverage digital strengths, if they really want to develop a competitive advantage in the market (as Burberry has done)
If you are interested in more in depth analysis, please contact rosafvp@gmail.com
No confidential information is included in this presentation.
Copyright has no meaning for me. Let´s share knowledge. The world will work better!!!!
How luxury brands are embracing Digital Transformation - ArabNet Riyadh 2015ArabNet ME
Speaker: Christian Nucibella, Founder & CEO, FiloBlu
كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي
كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو
The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.
Through a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.
Luxury Wars On Social Media - Ten Top Luxury Brands Go Head to HeadTalkwalker
Luxury brands are relative newcomers to social media. Ten years ago, some brands believed that these new platforms were a mass phenomenon that did not concern their target audience. This stereotype is no more. Today, 75% of luxury shoppers use social media, according to a 2014 study by the Blackstone Digital Agency. All the major players of the luxury goods industry are now present on social, trying to find new ways to engage with their fans and customers to build up brand perception.
Our latest report used Talkwalker’s social listening platform to analyze how ten giants of the luxury industry, from Dior and Chanel to Tesla and Ferrari, are using Twitter, Facebook and Instagram to see what worked and what didn’t work.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Fashion 2.0. exploring current social media trends from fashion business pers...Sanna Ketonen-Oksi
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.
Social Media & Fashion Power of InfluencersYigal Roos
Short presentation about the power of Influencers in fashion. It was held at Bousie Industry Dinner 2011 (#bd11) at restaurant de Goudfazant, Amsterdam
Social Media Marketing for the Fashion IndustryBZA LLC
Presentation on Social Media Marketing for the Fashion Industry at the Cowan, Leibowitz & Latman - Attorneys at Law seminar held on June 16, 2010. Social media sites like Facebook, Linkedin, Twitter, and YouTube are discussed.
Jcp final digital_marketingstrategy-final-8Lori Peters
JC Penneys Powerpoint Presentation for NBC's Fashion Show and NYU includes Facebook, mobile strategy, email marketing tactics, Social Media Flowchart
Marketing Sample Pitch by Lori Peters
Visual merchandising can be simply defined as the physical presentation of products. It is the coordination of all physical elements of a business to project the right image. Visual merchandising has increased tremendously in importance with the growth of self-service retailing. Good to marketing & presenting is merchandising, which attempts to maximize sales and profitability by inducing consumers to buy a company’s products.
Internet Marketing Strategy (SEO/PPC) for FashionSouk.comNabeel Farooq
FashionSouk is an upcoming online global fashion portal offering women the designer clothes, bags, shoes, jewellery and accessories. This presentation points out the relevant and most appropriate SEO, Paid Search, and Social Media Marketing Strategies for FashionSouk.com
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company viewpoint by Christopher Vollmer and Karen Premo focusing on the capabilities companies require to drive social social media success
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
Cornerstone Social Media Seminar May 10th, 2012 featuring Bernie Borgesthoward458
This slide deck is from a seminar hosted by CornerStone Title for the Bradenton and Sarasota real estate community.
The seminar was entitled "Social Media: How to Build Your Business Through Your Personal Brand" and was presented by Bernie Borges, CEO of Find and Convert and author of Marketing 2.0.
The seminar focused on the variety of social media platforms available to real estate professionals and the importance of "content" and "personal brand".
Brands are living and breathing entities that are born, grow up and then need to change.
Change may be a tweak of a logo, change of font or something more radical.
In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others.
This presentation covers:
- the dos and don'ts of re-branding in the era of social media
- examples of successes and failures
- how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.
As customers come to expect the opportunity to interact on the social web with (hopefully!) the people who are behind brands, marketers must address aspects of social media that impact brand value and perception.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
Is your brand at the center of your marketing program?BusinessOnline
Today, consumers are presented with so many variables that affect their purchasing decision. New competition is arising every day. Real-time information is readily available. And social media technology has led to a flood of brand-consumer communication channels. For these reasons, it has become even more important to have a well-defined brand.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Have you ever wondered about the lost city of Atlantis and its profound connection to our modern world? Ruth Elisabeth Hancock’s podcast, “Visions of Atlantis,” delves deep into this intriguing topic in a captivating conversation with Michael Le Flem, author of the enlightening book titled “Visions of Atlantis.” This podcast episode offers a thought-provoking blend of historical inquiry, esoteric wisdom, and contemporary reflections. Let’s embark on a journey of discovery as we unpack the mysteries of ancient civilizations and their relevance to our present existence.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
Johnny Depp Long Hair: A Signature Look Through the Years
Fashion Brands Go Social, Sportswear International Presentation
1. / fc’s curated content
Fashion
Brands Go F/
LI
luxury interactive
Social
sportswear
T
social media
international
MI BO
FF_
fashion fridays
marketing insights
blogger outreach
luxury brands
facebook / twitter
2. FASHION BRANDS GO SOCIAL
Fashion marketplace online is now a multi-billion dollar industry. For
retailers and brands, the web proves to possess a vast opportunity in
terms of consumer outreach and revenues.
With this comes the ability for brands, both emerging and established to
interact with both existing and potential customers.
The challenge is in figuring out the best ways to resonate with existing
and potential customers online.
Going social is really about connecting in a way that prompts people to
engage in natural conversation.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
3. But how does a brand find and interact with their
target audience online?
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
4. LOCATING YOUR TARGET AUDIENCE ONLINE
Paid Search Engine Optimization
Rich Media and Banner Ads
Offline: Events, mailers, traditional advertising, PR
Mobile
Social Media: Blogger Outreach, Facebook, Twitter, FourSquare,
Flickr, Tumblr, YouTube
Participation in Relevant Platforms (Polyvore, Chictopia, Fashism,
etc.)
Note: It’s not just finding customers, but also locating where your audience engages online. This
can help uncover opportunities to make associations with other brands/interests that can enhance
your brand or help to convey your brand within a greater lifestyle.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
5. INTERACTING WITH YOUR AUDIENCE ONLINE
Whether you’re an emerging brand or an established brand, in the
fashion industry it’s crucial to remain relevant. The web allows for a
constant dialogue with customers and potential customers. For this
presentation, we will focus on the 2 most impactful opportunities online:
1. Establishing a Brand Hub
2. Engaging in Social Media
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
6. 1. ESTABLISHING A BRAND HUB
This is the one central place online where all “approved” content can be
found about your brand. This presents an opportunity for the brand to
control the message and ensure that there is an official voice. A brand
hub can take different forms:
Successful Brand Website Article: 7 Tenents of Successful Brand Websites
Digital Flagships Article: How To Build A Digital Flagship
Facebook Page Article: The Facebook Dilemma (3 Part Series)
Part One: To Participate or Not to Participate
Part Two: Finding Your Brand Voice
Part Three: Thinking Long Term
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
7. 1. ESTABLISHING A BRAND HUB CONT’D.
When creating your brand’s strategy for the brand hub, think about the
platform and think about the customer.
The internet is a user-controlled environment. This differs from
traditional media where brands are in the driver’s seat.
Brands need to cut through the clutter with interesting content that
engages the audience in a real way. More than ever, brands are
becoming media distributors where content helps to tell the story of a
brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
8. 1. ESTABLISHING A BRAND HUB CONT’D.
“Burberry is now as much a
media-content company as [it
is] a design company because
it’s all part of the overall
experience.”
-Christopher Bailey, Chief
Creative Officer
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
9. 1. ESTABLISHING A BRAND HUB CONT’D.
“We want to make sure we are
seen at the cutting-edge of
technology and trends [by
everyone],” he said. The company
also plans to post video footage of
the show on its website and mobile
applications, hoping the event’s
novelty factor will make it “go
viral.”
– David Lauren SVP
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
10. 1. ESTABLISHING A BRAND HUB CONT’D.
“On the web there is endless choice; story telling is extremely important as it allows users to differentiate between products
At Boticca, we featured a video of one of our jewelry designers. Her unique story was that she was an industrial designer
by day and a jewelry designer by night. Automatically, from the moment the video was published, the collection started to
make sales. When we conducted customer feedback, people responded that it was the way they connected and identified
with her story that motivated them to purchase.”
– Kiyan Foroughi, Founder
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
11. 1. ESTABLISHING A BRAND HUB CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
12. 2. ENGAGING THROUGH SOCIAL MEDIA
Social Media allows for sharing, distribution and dialogue between
people.
There are many evolving platforms to consider, (Tumblr, FourSquare,
Flickr, etc.) as well as a growing community of blogs that retain a high
readership and are seen as a source of authentic opinion.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
13. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Of the platforms controlled by the brand, Facebook and Twitter are the
most utilized to date.
Facebook is a platform designed for personal communication, a place
where people stay connected with their networks of friends.
When brands participate, it should be with the understanding of the
nature of the platform as a way to share on a personal level.
Twitter is an open platform that connects people based on common
interests. It is immediate and concise, messages are limited to 140
characters.
In establishing a presence on these platforms, brands have taken
different approaches on Facebook and Twitter:
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
14. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Tiffany uses their Facebook page primarily as a customer service portal
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
15. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Tory Burch uses their Facebook page to convey an insider look at the designer’s life
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
16. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Louis Vuitton uses their Art of Travel Facebook page to present the brand’s lifestyle approach
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
17. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Bergdorf Goodman has a Twitter handle reaching over 26,000, that provides a behind the scenes take
on the daily workings of the brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
18. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
DKNY’s official Twitter account features the DKNY PR girl who provides an inside look at the brand and
what life as a PR girl in New York City is really like.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
19. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
If the end user is controlling their experience online, where every click is
a decision, how should brands communicate effectively?
It’s really about is resonating with customers.
Brands can resonate on different levels, by inspiring, evoking desire,
validating and rewarding.
Consistent, and constant interaction helps to build relationships with
customers. Taking it a step further are campaigns, leveraging various
social media platforms to increase awareness and generate buzz.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
20. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
The Catch a Choo campaign generated: 4,000 participants, a 40 percent increase in positive
comments posted online and a 33 percent rise in sneaker sales by utilizing Facebook, Twitter
and FourSquare.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
21. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
H&M has recently used their Facebook page as an exclusive portal to bid on the Lanvin for H&M
collection pieces
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
22. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
YSL has partnered with Polyvore, a
popular online platform that provides
users with styling tools, allowing them
to put looks together, share and
comment.
“69% of Polyvore’s users recommend
products to friends at least once a
week, we believe the best source of
influence for a brand is to harness the
power of our passionate user
community.”
-Sukhinder Singh Cassidy
CEO of Polyvore.com
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
23. ENSURING SUCCESS
Know your brand identity and how it can be translated across platforms
Know your customer and what is important to them
Understand where your target audience lives online
Interact in a way that is transparent, meaningful and valuable to both
the brand and the end-user
Utilize metrics and tools to gauge success
Identify new opportunities through the open communication
Learn from competitors
Be agile enough to respond in a timely manner
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
24. ENSURING SUCCESS
Ultimately, it’s about finding and fueling the digital influencers that
resonate most with the brand, incentivizing these individuals and
providing them the opportunity to get to know your brand better.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
25. NEW YORK | GENEVA
info@fashionscollective.com
www.fashionscollective.com
SEPTEMBER XX, 2010