The document discusses the importance of geolocation and social media (referred to as 'solomo') in the fashion industry, emphasizing how it enhances targeted marketing strategies and analytics. It highlights concerns over privacy related to geolocation technologies, while presenting techniques marketers use, such as geoproximity and geoaudiencing, to reach consumers effectively. Additionally, it contrasts student engagement levels across different design schools, indicating a need for more interactive learning experiences in fashion education.

1. MARSHALL SPONDER
FASHION INSTITUTE OF TECHNOLOGY - WEBMETRICSGURU INC.

3. SoLoMo is the key to success with social media today and it also
provides better analytics via context, often missing from other
forms of social media.
http://www.theedesign.com/blog/2013/why-solomo-is-
important-to-your-entire-marketing-strategy

4. SoLoMo offer
Context that can get
the message or
image, fashion
statement, to the
right people in
specific context or
place, such as FIT.
https://blog.sgrouples.com/new-social-networking-sites/

5. An old chart, but the
best one I can find that
compares location
based (LBS) platforms.
Note the user levels of
those platforms that
still exist (about half)
has multiplied users by
a factor of 20 or more,
since this chart was
created.
http://socialimplications.com/we-
know-where-you-are-the-creepy-
side-of-geolocation/

6. While data
triangulation
is popular for
getting
coordinate
information,
new Bluetooth
technology
platforms such
as iBeacon is
making
Geolocation
more effective,
quickly, esp.
for retail.

7. The Privacy issues have only
multiplied over the last year as
the awareness of NSA spying
has made people more fearful
that all sorts of entities are
collecting private data on
them, and that mobile
technologies are insecure, and
not private.
Until recently there was a lack
of transparency around what
was collected and how.
http://mashable.com/2011/05/04/so
cial-location-apps-study/#

8. https://intelligence.businessi
nsider.com/location-
technology-is-transforming-
business-and-the-lives-of-
consumers-2013-11
Privacy concerns
are giving pause
to some, but
widespread
adoption seems
to be inevitable

9. https://intelligence.businessi
nsider.com/location-
technology-is-transforming-
business-and-the-lives-of-
consumers-2013-11
Geolocation is
vital to the
future of
Fashion, esp. if
you want to
sell anything!

10. Currently, marketers are using two broad location-based techniques
with nearly equal frequency Geoproximity and Geoaudiencing
• The geoproximity technique is equivalent to casting a big net near the boat and
hauling in whatever gets caught. Campaigns erect geofences created around
bricks-and-mortar stores and send targeted ads to smartphone users who travel within
the radius. Some providers adjust their geofences for different times of day.
• A geoconquesting campaign is a specific type of geoproximity campaign that
uses location data to target potential customers when they walk into a competitor's
store.
• Geoaudiencing uses layers of location data and data from complementary sources
(offline customer data provided by retailers, Web browsing data, etc.), to build
audience segments of anonymous users, e.g. soccer moms, or white-collar frequent
travelers.

11. https://intelligence.businessinsider.
com/location-technology-is-
transforming-business-and-the-
lives-of-consumers-2013-11
Facebook and
Foursquare are
the most
commonly
used
Geolocation
platforms

14. What iBeacon look like – an iBeacon

16. What Fashion Shopping is becoming
There are few analytics platforms
that are available as yet for these
new shopping technologies,Adobe
Site Catalyst just came up with one
of them.

17. What Fashion Shopping is becoming
There are few analytics platforms
that are available as yet for these
new shopping technologies,Adobe
Site Catalyst just came up with one
of them.

18. Adobe will support measurement and targeting of app
users close to iBeacons in stadiums and retail stores

20. IBeacon
Analytics
Platform –
Swirl
Campaign
Management
Setup
http://www.swirl.com/platform.html

21. IBeacon
Analytics
Platform –
Swirl
Analytics
Dashboard
Reporting
http://www.swirl.com/platform.html

22. IBeacon
Analytics
Platform –
Swirl
Manage
iBeacons in
each location
http://www.swirl.com/platform.html

23. Use Case
for iBeacons
and LBS
Hyper local
context and
positioning
http://labwerk.com/products/

24. Use Case
for iBeacons
and LBS
Indoor
Navigation
http://labwerk.com/products/

25. Use Case
for iBeacons
and LBS
Location
Tracking
http://labwerk.com/products/

26. Use Case
for iBeacons
and LBS
Mobile
Payments
http://labwerk.com/products/

27. iBeacon and Near Field Technologies
require Apps to be installed, but
other platforms that sift the web for
Geo-location notifications and check
in data – do not require an app or
check in yet still sift a lot of data.

28. Geofeedia is platform used for police, military and retailers and
could be more deliberately used in Fashion (i.e.: Runways)
Filter Keyword: Color

29. What are Students at
FIT saying about their classes?

30. What are Students at FIT saying about their classes? Boring

31. What are Students at FIT saying about their classes? Boring

32. There are positive sentiments to classes at FIT too, but less

33. From the previous slides it becomes clear that ..
• Students at FIT that are made
to listen to academic subjects or
subjects full of theory tend to be
express unhappiness and
boredom at level that suggests a
fundamental problem with the
school curriculum.
• Students at FIT seem happier
when engaged in tactile, active
pursuits that develop their skills
and talents – in other words,
much of what they thought
they were coming to FIT to
learn.

34. I also teach Web Intelligence and Web Analytics at Baruch
College – How to students feel about their classes there?

35. Baruch students do seem more engaged than those at FIT

36. RISD is a closer comparison to FIT as a Design/Fashion
school – but students do not mention classes or boredom

37. RISD is a closer comparison to FIT as a Design/Fashion
school – but students do not mention classes or boredom

38. Comparing Students of all 3 schools in the Facebook
Interest Graph – what differences might students have?
FIT Baruch RISD

39. Comparing Students of all 3 schools in the Facebook
Interest Graph – what differences might students have?
FIT Baruch RISD

40. Comparing Students of all 3 schools in the Facebook Interest
Graph for books – what differences might students have?
FIT Baruch RISD

41. Comparing Students of all 3 schools in the Facebook Interest
Graph for Music – what differences might students have?
FIT Baruch RISD

42. Summary
In this last module of the FITNYC we explored the potential
benefits and pitfalls of Geolocation for Fashion Professionals.
Its clear the Social Data becomes a lot more useful and real when it
is combined with mobile data.
It’s also clear that virtual and real worlds are converging at a rapid
pace.