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Fashionably Digital
Creating digital presence for fashion brands
Presented by . . .
Lisa Ackerman
Introduction
 In Fashion…image, presentation, emotion… is everything!
 The love between Fashion and Digital has now reached
maturity…Fashion Brands are setting new benchmarks in
social media success.
– Burberry
– Bergdorf
– Topshop
 In this presentation I will focus on …
– “What & Why” of an effective Digital Presence
– “How & Where” these Fashion brands are employing those
components in their marketing strategy
– “Tips” for creating an efficient digital presence across
multiple channels.
First…
a quick review of the basics
What is Social Media ?
The use of electronic tools for the purpose of sharing and discussing
information and experiences with others…
Vast landscape…
Key differences . . .
Why ? . . .
you must be where your audience is.
 93% say … should have presence in social media
 85% say …should use it to interact with them
 + 60% of Americans interact with a brand on a social media site
 56% feel a stronger connection to brands
 It’s About Relationships, Not Pitches – need interaction
 Monitor your brand and reputation
 Monitor others brands/reputations
 Social Media Exposure: Better & Cheaper than traditional Ads
 Track ROI better
 Men/Women 18-34 yrs * +33% prefer this marketing
 eMail Fatigue
Benefits abound…
Now …
 Fashion Benchmark setters are being successful due to smart
integration and efficient digital presence across multiple
channels with the use of
– Web
– Social
– Mobile and
– creating exclusive digital branded content.
Digital: “Give me a reason…and make it
easy”
Traditional Brick & Mortar Retailers:
“Is it worth the trip?”
Building Blocks
Top 8 Tips for
creating digital
presence for fashion
brands
Tip 1: A website which is socially integrated
 Searching...
– Color/style
– value
– quality
– ...but they mostly look for the cool factor – emotional connection.
 They share with friends, they buy what their friends share.
 They follow celebrities, bloggers, pinboards, lists, style guides and magazines.
 They are active anytime, anywhere – 24/7.
 The website can be the first point to access but with the help of new social
tools it is also the last point of purchase (eCommerce fCommerce)
 A Fashion website has to be available at every stage on users dynamic journey.
Tip 2: A good search strategy (SEO)
 A good search strategy is crucial for reaching consumers covering
strategic keywords for:
– Product category
– Color grouping
– Latest seasonal fashion trend words
 Social sharing can create links for fashion retailers.
 Social media optimization is key for increasing rankings in organic search.
Source: Epiphany Fashion Report 2012
Tip 3: Ready for mobile
 Consumers search for products and share about products
anytime, anywhere.
 A fashion retailer website should MUST be responsive to mobile
devices
 Ideally a specific multi-touch and gesture interface for iPad and Android
tablet devices is suggested.
 Contextual menus, and simplified content are crucial for small screen
smart phones.
Tip 4: Differentiate with content
 Create exclusive online products, competitions and content for extra
impact.
 Viral videos, look books, catwalk streaming are still strong.
 Celebrity endorsements are also creating extra buzz online.
 Provide white background, clean product images. So when images of
your products shared on other platforms they still look good and
attractive. Consumers love to pin images of their favorite clothes or share
on Facebook with their friends.
Tip 5: Encourage Sharing
 Don’t limit yourself to Facebook, include Pinterest, Polyvore, Google+ on your
product pages.
 Encourage customers to share their purchase after they complete their
transaction.
 Keep in touch with the actual customers on social platforms, turn them into
advocates.
 Follow up-and-coming social shopping, social curating sites. Integrate with
them quickly to have a better visibility in a growing network.
Tip 6: Collaborate
 Fashion bloggers have their own community, using social search
tools, creating their own influence on trends and as a result have a strong
impact on shopping decisions.
 Getting the most influential bloggers in your market onboard for seasonal
activities, new product launches, even creating collaborative collections
are a good way to reach an interest group.
 BENCHMARK & Network...follow the footsteps of Burberry, Topshop and
Aldo.
Tip 7: Don’t just create, curate!
 Curation is the new search for fashion. Especially for female
audiences, clothes shopping is no longer based on needs. It is an
emotional experience, a way to express oneself.
 Highlight lifestyle aspects of your products. Use new generation start-
up social shopping tools to create better visibility for your product.
 Provide tools for consumers to show their taste. Like Asos’s fashion
finder.
 Alternatively use the tools available online. Like Bergdorf Goodman using
Polyvore’s mini interface on their Facebook page.
Tip 8: Catch the trend quickly
 As a fashion brand, you are expected to be the “trendsetter”.
 If animated gifs are popular again, try to integrate them into your
campaign quickly.
 Don’t be a copycat, but also don’t miss the voice of the consumer. If they
want you to be on Pinterest, be there.
 Try and test new platforms and continuously evaluate their impact. Move
on if it doesn’t work for you.
Social Fashion
Top social networks to meet
consumers and fans
Facebook
 As the ultimate social network
globally, Facebook presence is almost
as important as a website for a fashion
brand.
 From F-Commerce to integration with
other social networks like
Instagram, social games to creating
exclusive applications Facebook is a
main destination for fashion brands.
 The Facebook page of the year in
2012, Bergdorf Goodman is a good
example for this new type of
engagement. They have integrated
social platforms Polyvore and Instagram
with specific apps into their Facebook
platform.
Twitter
 It is an instant news spreading and
communicating mechanism for any
brand.
 New products to providing links to
exclusive content, fashion brands find
many creative ways to use Twitter.
 Burberry an excellent Benchmark
– 2012 LFW, Burberry campaign
– Burberry has a combined following of
over 1,642,781 on Twitter, making it
the most followed luxury brand on
Twitter.
YouTube
 As the 2nd most popular search
engine, YouTube is a fantastic platform
for fashion brands.
 In a visual industry, the value of strong
moving imagery is extremely high.
 In addition to sharing catwalk shows and
TV style adverts brands can also use
YouTube as a way of showcasing trends
and as an influencing mechanism.
Pinterest
 Pinterest is probably the most talked
about social network these days.
 With high engagement
numbers, impressive link generating
figures and a heavily female biased
userbase it is a very promising platform
for fashion brands.
 Brands like Burberry, Asos, Guess and
DKNY already using this platform
creatively to connect with their fan base.
 Pinterest is creating efficient results
especially when aiming to create the
lifestyle aspect around a brand and
connecting with the consumer on
emotional levels.
Tumblr
 Thousands of fashion bloggers are
using the microblogging platform to
share their likes with the online
community.
 Tumblr encourages fashion engagement
with its brand by sponsoring leading
bloggers to visit New York Fashion week
for the past 2 years.
 Especially with easy Instagram
integration, this platform became the
choice of photo bloggers.
 Brands like Topshop, McQ by Alexander
McQueen are also running their own
Tumblr blogs with unique content to this
platform.
Instagram  Instagram is a photo sharing site that
allows users to share snapshots of their
lives through artistic sepia filters.
 Brands can reach +50M viewers in
creative and engaging ways
 Facebook’s $1B acquisition in 4/2012
 Warby Parker: Eyeglass Brand
 Playboy: Adult Media
 Burberry: Fashion
Polyvore
 Polyvore allows users to create and
share their own collections, which are all
linked to actual retailers’ websites. Users
can also search for products based on
price and popularity.
 Mix and Match your outfits, create a
style collage and share.
 The most valuable part for fashion
retailers is Polyvore’s open analytics
interface. They also provide a newsletter
to retailers so they can follow trending
items on their collections:
http://www.polyvore.com/cgi/analytics
Ones to watch
New start-ups
promising to change
the lifestyle shopping
experience
Others..
 More and more players are coming into
social shopping market as there is
definitely a growth opportunity here.
– Weheartit.com
– Svpply.com
– Lyst.com
– Mulu.me
– Dailylook.com
– Looklet.com
– Lookbook.nu
– Buyosphere.com
– Discoveredd.com
– Nuji.com
– Olioboard.com
– Getvega.com
– Styloko.com
Also trending
Other digital concepts currently
hot for fashion retail
Trending
 Digital Walls: With Tesco Korea and
Glamour on LFW 2012, this new
shopping experience is promising for the
retail brands.
 Augmented Reality: Trying a dress at
home or without a need to change is a
promising idea for fashion retailers.
There are already good working
examples, the latest by Selfridges in UK.
 Live Streaming: Luxury fashion brands
like Burberry using live streaming
mechanics in addition to YouTube to
benefit from the power of video sharing.
The LFW 2012 several shows were
streamed live and also on digital
screens in town.
Thank you to
SlideShare.net &…
Giving credit to the visual creators and sources…
Maverick.Digital
•www.Businessinsider.com
•www.thecloudcompass.com
•Edited and Presented by Lisa Ackerman
Visit their website for more information.
www.mavdig.co.uk

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Fashionably digital.20.4 2013

  • 1. Fashionably Digital Creating digital presence for fashion brands Presented by . . . Lisa Ackerman
  • 2. Introduction  In Fashion…image, presentation, emotion… is everything!  The love between Fashion and Digital has now reached maturity…Fashion Brands are setting new benchmarks in social media success. – Burberry – Bergdorf – Topshop  In this presentation I will focus on … – “What & Why” of an effective Digital Presence – “How & Where” these Fashion brands are employing those components in their marketing strategy – “Tips” for creating an efficient digital presence across multiple channels.
  • 3. First… a quick review of the basics What is Social Media ? The use of electronic tools for the purpose of sharing and discussing information and experiences with others…
  • 6. Why ? . . . you must be where your audience is.  93% say … should have presence in social media  85% say …should use it to interact with them  + 60% of Americans interact with a brand on a social media site  56% feel a stronger connection to brands  It’s About Relationships, Not Pitches – need interaction  Monitor your brand and reputation  Monitor others brands/reputations  Social Media Exposure: Better & Cheaper than traditional Ads  Track ROI better  Men/Women 18-34 yrs * +33% prefer this marketing  eMail Fatigue Benefits abound…
  • 7. Now …  Fashion Benchmark setters are being successful due to smart integration and efficient digital presence across multiple channels with the use of – Web – Social – Mobile and – creating exclusive digital branded content. Digital: “Give me a reason…and make it easy” Traditional Brick & Mortar Retailers: “Is it worth the trip?”
  • 8. Building Blocks Top 8 Tips for creating digital presence for fashion brands
  • 9. Tip 1: A website which is socially integrated  Searching... – Color/style – value – quality – ...but they mostly look for the cool factor – emotional connection.  They share with friends, they buy what their friends share.  They follow celebrities, bloggers, pinboards, lists, style guides and magazines.  They are active anytime, anywhere – 24/7.  The website can be the first point to access but with the help of new social tools it is also the last point of purchase (eCommerce fCommerce)  A Fashion website has to be available at every stage on users dynamic journey.
  • 10. Tip 2: A good search strategy (SEO)  A good search strategy is crucial for reaching consumers covering strategic keywords for: – Product category – Color grouping – Latest seasonal fashion trend words  Social sharing can create links for fashion retailers.  Social media optimization is key for increasing rankings in organic search. Source: Epiphany Fashion Report 2012
  • 11. Tip 3: Ready for mobile  Consumers search for products and share about products anytime, anywhere.  A fashion retailer website should MUST be responsive to mobile devices  Ideally a specific multi-touch and gesture interface for iPad and Android tablet devices is suggested.  Contextual menus, and simplified content are crucial for small screen smart phones.
  • 12. Tip 4: Differentiate with content  Create exclusive online products, competitions and content for extra impact.  Viral videos, look books, catwalk streaming are still strong.  Celebrity endorsements are also creating extra buzz online.  Provide white background, clean product images. So when images of your products shared on other platforms they still look good and attractive. Consumers love to pin images of their favorite clothes or share on Facebook with their friends.
  • 13. Tip 5: Encourage Sharing  Don’t limit yourself to Facebook, include Pinterest, Polyvore, Google+ on your product pages.  Encourage customers to share their purchase after they complete their transaction.  Keep in touch with the actual customers on social platforms, turn them into advocates.  Follow up-and-coming social shopping, social curating sites. Integrate with them quickly to have a better visibility in a growing network.
  • 14. Tip 6: Collaborate  Fashion bloggers have their own community, using social search tools, creating their own influence on trends and as a result have a strong impact on shopping decisions.  Getting the most influential bloggers in your market onboard for seasonal activities, new product launches, even creating collaborative collections are a good way to reach an interest group.  BENCHMARK & Network...follow the footsteps of Burberry, Topshop and Aldo.
  • 15. Tip 7: Don’t just create, curate!  Curation is the new search for fashion. Especially for female audiences, clothes shopping is no longer based on needs. It is an emotional experience, a way to express oneself.  Highlight lifestyle aspects of your products. Use new generation start- up social shopping tools to create better visibility for your product.  Provide tools for consumers to show their taste. Like Asos’s fashion finder.  Alternatively use the tools available online. Like Bergdorf Goodman using Polyvore’s mini interface on their Facebook page.
  • 16. Tip 8: Catch the trend quickly  As a fashion brand, you are expected to be the “trendsetter”.  If animated gifs are popular again, try to integrate them into your campaign quickly.  Don’t be a copycat, but also don’t miss the voice of the consumer. If they want you to be on Pinterest, be there.  Try and test new platforms and continuously evaluate their impact. Move on if it doesn’t work for you.
  • 17. Social Fashion Top social networks to meet consumers and fans
  • 18. Facebook  As the ultimate social network globally, Facebook presence is almost as important as a website for a fashion brand.  From F-Commerce to integration with other social networks like Instagram, social games to creating exclusive applications Facebook is a main destination for fashion brands.  The Facebook page of the year in 2012, Bergdorf Goodman is a good example for this new type of engagement. They have integrated social platforms Polyvore and Instagram with specific apps into their Facebook platform.
  • 19. Twitter  It is an instant news spreading and communicating mechanism for any brand.  New products to providing links to exclusive content, fashion brands find many creative ways to use Twitter.  Burberry an excellent Benchmark – 2012 LFW, Burberry campaign – Burberry has a combined following of over 1,642,781 on Twitter, making it the most followed luxury brand on Twitter.
  • 20. YouTube  As the 2nd most popular search engine, YouTube is a fantastic platform for fashion brands.  In a visual industry, the value of strong moving imagery is extremely high.  In addition to sharing catwalk shows and TV style adverts brands can also use YouTube as a way of showcasing trends and as an influencing mechanism.
  • 21. Pinterest  Pinterest is probably the most talked about social network these days.  With high engagement numbers, impressive link generating figures and a heavily female biased userbase it is a very promising platform for fashion brands.  Brands like Burberry, Asos, Guess and DKNY already using this platform creatively to connect with their fan base.  Pinterest is creating efficient results especially when aiming to create the lifestyle aspect around a brand and connecting with the consumer on emotional levels.
  • 22. Tumblr  Thousands of fashion bloggers are using the microblogging platform to share their likes with the online community.  Tumblr encourages fashion engagement with its brand by sponsoring leading bloggers to visit New York Fashion week for the past 2 years.  Especially with easy Instagram integration, this platform became the choice of photo bloggers.  Brands like Topshop, McQ by Alexander McQueen are also running their own Tumblr blogs with unique content to this platform.
  • 23. Instagram  Instagram is a photo sharing site that allows users to share snapshots of their lives through artistic sepia filters.  Brands can reach +50M viewers in creative and engaging ways  Facebook’s $1B acquisition in 4/2012  Warby Parker: Eyeglass Brand  Playboy: Adult Media  Burberry: Fashion
  • 24. Polyvore  Polyvore allows users to create and share their own collections, which are all linked to actual retailers’ websites. Users can also search for products based on price and popularity.  Mix and Match your outfits, create a style collage and share.  The most valuable part for fashion retailers is Polyvore’s open analytics interface. They also provide a newsletter to retailers so they can follow trending items on their collections: http://www.polyvore.com/cgi/analytics
  • 25. Ones to watch New start-ups promising to change the lifestyle shopping experience
  • 26. Others..  More and more players are coming into social shopping market as there is definitely a growth opportunity here. – Weheartit.com – Svpply.com – Lyst.com – Mulu.me – Dailylook.com – Looklet.com – Lookbook.nu – Buyosphere.com – Discoveredd.com – Nuji.com – Olioboard.com – Getvega.com – Styloko.com
  • 27. Also trending Other digital concepts currently hot for fashion retail
  • 28. Trending  Digital Walls: With Tesco Korea and Glamour on LFW 2012, this new shopping experience is promising for the retail brands.  Augmented Reality: Trying a dress at home or without a need to change is a promising idea for fashion retailers. There are already good working examples, the latest by Selfridges in UK.  Live Streaming: Luxury fashion brands like Burberry using live streaming mechanics in addition to YouTube to benefit from the power of video sharing. The LFW 2012 several shows were streamed live and also on digital screens in town.
  • 29. Thank you to SlideShare.net &… Giving credit to the visual creators and sources… Maverick.Digital •www.Businessinsider.com •www.thecloudcompass.com •Edited and Presented by Lisa Ackerman Visit their website for more information. www.mavdig.co.uk

Editor's Notes

  1. Fashion brands like Burberry, Asos, Kate Spade, Topshop, Berdorf Goodman are creating a strong digital presence across channels: Web, Social, Mobile and creating exclusive digital branded content. At a time when social shopping and social aggregation applications are going from strength to strength, the face of online fashion retail is changing.
  2. At a time when social shopping and social aggregation applications are going from strength to strength, the face of online fashion retail is changing.
  3. Consumers are more and more sophisticated with the help of social media. They search for a specific trend, even a specific colour on their mind rather than a specific brand most of the times. They look for value, they look for quality but they mostly look for the cool factor. They share with friends, they buy what their friends share.They follow celebrities, bloggers, pinboards, lists, style guides and magazines.They are active anytime, anywhere.The website of a fashion brand can be the first point to access but with the help of new social tools it is also the last point of purchase.A new generation of fashion website has to be available at every stage on users dynamic journey.
  4. SEO, Spotlight24 Eye-Popping SEO StatisticsPosted on April 19, 2012 by Eric Siu | 35 commentsThe views of contributors are their own, and not necessarily those of SEJ.inShare371 SEO isn’t exactly the most understood medium in online marketing. For one thing, people aren’t too sure what SEOs do exactly. Then there is talk about how SEO is converging with social media, content marketing, usability, and more.It’s not exactly the most well regarded marketing channel either:Every now and then, you’ll hear from the jaded webmasters who have invested in SEO a few times and wasted their money. After that, you’ll hear about discussions about black hat and white hat SEO. As a webmaster, you don’t have time to worry about all this chatter.That’s understandable. You need to get the important things done.To start things off, you should get your minimum viable SEO right and then move onto building your site.You can turn to the more advanced SEO tactics to really help make some strides with your traffic. And take the word ‘advanced’ with a grain of salt, it’s not that bad once you get into the flow.Keep the following statistics in mind as a reminder that investing more into your SEO efforts later will pay off handsomely:SEOContent marketing rocks. Marketing Sherpa reports distribution lead to a 2,000% increase in blog traffic and a 40% increase in revenue.70% of the links search users click on are organic.70-80% of users ignore the paid ads, focusing on the organic results.75% of users never scroll past the first page of search results.GroupM states “when consumers were exposed to both search and social media influenced by a brand that overall search CTR went up by 94 percent.”Search and e-mail are the top two internet activities.Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads.Inbound leads cost 61% lower than outbound leads. An example of an inbound lead might be from search engine optimization. An outbound lead might be from a cold call.81% of businesses consider their blogs to be an important asset to their businesses.A study by Outbrain shows that search is the #1 driver of traffic to content sites, beating social media by more than 300%
  5. If you are just starting out with a website development, make sure your looking forward to new technologies. Flash applications can kill Mobile.
  6. As the ultimate social network globally, Facebook presence is almost as important as a website for a fashion brand.While users spend more and more time on Facebook communicating with friends and networks, brands have so many different opportunities to create strong interactions with them on this platform.From F-Commerce to integration with other social networks like Instagram, social games to creating exclusive applications Facebook is a main destination for fashion brands.Facebook activities now came to a maturity level and brands are looking for different engagement methods rather than daily conversations. The Facebook page of the year in 2012, Bergdorf Goodman is a good example for this new type of engagement. They have integrated social platforms Polyvore and Instagram with specific apps into their Facebook platform.
  7. From new products to providing links to exclusive content, fashion brands found many creative ways to use Twitter.As well as big fashion houses, high street fashion retailers also have their close followers. It is an instant news spreading and communicating mechanism for any brand.Burberry is creating some benchmark campaigns on Twitter. During 2012 LFW, Burberry shared exclusive Animated GIFS via Twitter (and as images on Instagram) before the models hit the runway, allowing followers to view the collection moments before anyone else. As a result #Burberry trended globally (for the second season in a row with its womenswear show) and Burberry has a combined following of over 860,000 on Twitter, making it the most followed luxury brand on Twitter.
  8. In a world weary of gimmicks, Instagram has provided brands with a creative new medium through which they can reach +50M users in artistic and engaging ways.The 155-year-old fashion company has stayed very social media savvy. Burberry adopted Instagram very early on and has developed a following of over 350,000 people. The fashion company does more than just display clothing and advertisements with unique filters. Photographer Mike Kus presented Instagram followers with a real-time photo feed during its September London runway shows, getting fans pictures before it was available anywhere else.
  9. Mix and Match your outfits, create a style collage and share. By allowing consumers to create their own fashionable looking magazine spreads, Polyvore differentiates itself from many other social shopping / social curation platforms.Polyvore allows users to create and share their own collections, which are all linked to actual retailers’ websites. Users can also search for products based on price and popularity.The most valuable part for fashion retailers is Polyvore’s open analytics interface. They also provide a newsletter to retailers so they can follow trending items on their collections: http://www.polyvore.com/cgi/analytics