The document discusses the rise of social media marketing in the fashion industry. It defines social media and outlines popular platforms like Facebook, Twitter, Pinterest, and Instagram. It explores how fashion brands use each platform to promote products, build their brand, and engage with customers. The document also notes trends in social media spending and discusses how brands have successfully increased sales and traffic through social media engagement. Finally, it speculates on new developments like social customer service and fashion commerce on social platforms.

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Social Media
Teddy Lord and Liz Leinbach

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What is Social Media?
“Social media is the collective of online
communications channels dedicated to
community-based
input, interaction, content-sharing and
collaboration.”

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Every Minute of the Day:

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Types of Social Media
 Forums
 Micro Blogging
 Social Networking
 Social Curating

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Consumer Data

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Trends in Social Media Marketing
Making the switch from traditional to social
media
 “According to a survey of 468 U.S.-based chief
marketing executives… social media’s share of
marketing budgets, about 8.4% percent of the
total spend now, is expected to rise to 11.5% in
the next year and grow steadily to about 21.6%
over the next five years.”- WWD
 “Prediction of a 2.7% drop in traditional
advertising over the next year”-WWD

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Social Media In Fashion Marketing
Goal of social media: interact not broadcast
 Engagement is KEY
Fashion and Social Media go hand in hand
 Reversal of roles in dictating trends

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 Type: Social Networking
 A social networking service site
 Launched in February 2004
 Now boasts over 1 billion users

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& Fashion
 Fashion companies and brands can launch several different
types of ads
 Able to customize the demographic that their ads reach
 They create their own Facebook pages to promote products
and styles

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 Advertised a new line of "natural luxe" makeup in 2011
 Urged viewers to go to their Facebook page
 The line was very successful and their page became much
more popular
&

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&
 Integrated Facebook ads into its
market strategy
 Offered free samples through
their own page
 Saw instant results
 Gave away 25,000 samples in 3
days

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 Type: Social Curating
 “Humans process visual information much faster than
we process text.”-WSJ

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 “The best thing on the business side about Pinterest is
that it makes it so easy for brands to humanize their
companies.”

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 Type: Micro Blogging
 A real-time interconnected information network
 Launched in July 2006
 Now boasts over 500 million users

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& Fashion
 Fashion companies, designers and brands are able to be
“followed”
 They tweet announcements and things relevant to their
marketing strategies
 Offers the most “instant” form of marketing
 “Customers can feel like they are part of the brand’s extended
family, and therefore the brand itself, while the interactive
element further deepens that relationship” -Alex Bolen, chief executive officer
of Oscar de la Renta.

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& Charlotte Ronson
 Fashion designer based in NYC that uses Twitter
 Successful in gaining attention and new customers
 10% of traffic on her retail site originates on Twitter
 93% are new visitors

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 Type: Visual Social Networking
 Brands can create personal
profiles and upload photos of
products or ones that relate to
their brand image

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Luxury brands including
Gucci, Burberry, and
Tiffany& Co. are widespread
on Instagram

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&
 In 2012, Levi launched a Instagram
campaign to cast their next models
for their new September Ads
 #IAMLEVIS
“The new Levi’s collection was designed
with you in mind. And we would like you
to represent it”

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Pros of Social Media
 Large reach
 High frequency
 Immediacy
 Cheap
 Measurable feedback
 Creating transparency

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The Cons
 Too focused on “immediacy”
 Can lead to some marketing
disasters that are in plain view of
the public
 Some companies can over-do it
and become overbearing
 Lack of feedback control

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& Social Media
 “The viral marketing capabilities of re-
tweeting by a targeted group is
something an advertising budget
cannot buy.”- reps of DvF
 In 2010, DvF pushed for a greater
social media presence
 On Twitter and FB
 DvF the Blog
 Results: Online traffic to their
home site increased 13% along
with sales

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& Social Media
 Creating a “Buzz”
 YoutTube page has categories including
 H&M Conscious
 H&M Life- Fashion Inspiration
 David Beckham Bodywear for H&M
 H&M Fashion Events
 H&M Campagins
 H&M Guest Designers Collaborations

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What’s Next for Social Media??
F-Commerce
 It can be defined as any sale that takes place on Facebook with
the help of applications on Facebook business pages
 Great way for fashion companies to increase sales
 IF they execute it correctly
 Only 26% of consumers think Facebook storefronts are secure
against fraud
 Analysts say F-Commerce will become a $30 billion industry by
2015

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F- Commerce

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What’s Next??? Social Care
 Customer service through social media
 “Today’s customers choose when and where they voice their
questions, issues and complaints. They don’t care if a company
is set up to answer customer questions on Facebook, or if it
has an actual Twitter handle for customer service.”- Gadi BenMark,
VP of NM Incite’s Advisory division

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