Social Media Week London Authenticity in Fashion Social Media
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Created by Karinna Nobbs k.nobbs@fashion.arts.ac.uk
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Social Media Week London Authenticity in Fashion Social Media
- 1. Authenticity in Fashion Social Media September 25th 2012, Hosted by
- 2. Agenda 1. Welcome 2. Introduction of Presenters and Panelists 3. Background and Context 4. Case Studies 5. Panel & Audience Discussion 6. Summary 7. Drinks and networking
- 3. Background • Definition: of undisputed origin, not a copy, genuine, real, accurate, reliable, appropriate • Social media: honest, meaningful, substance • Environmental uncertainty driving the trend • Scarcities of Time, Attention and Trust • Driver of desire for retrobranding and heritage • Quest for provenance
- 4. Context Benefits: • Emotional connection with stakeholders • Longer relationships • Higher brand loyalty • Increase brand equity Challenges: • Time, attention and trust • Cost • Over- Censorship • Legal environment
- 5. Fashion So Me Context • Made In/Designed In ( Burberry) • CSR (Marks & Spencer) • Design Copyright Issues (Urban Outfitters) • Brand Image changes (GAP, YSL) • Crisis Management (TopShop) • Customer Service (Office) • Fan buying • Crowdsourced competitons/UGC (Gucci, Burberry) • Blogger outreach & representation (IFB)
- 6. Case Study: Honest by • Launched in 2012 • Premium/Luxury • Bruno Pieters • 100% Transparency policy • Where, how, who and how much is disclosed • Revolutionary/Disruptive • “tells the truth” • Message is communicated through fb, tw, vimeo
- 7. Case Study: TopShop Form • Behind the Scenes – Facebook 2.7m • Street Style – Tumblr • 'Inside-Out' – Blog: Street wear, music, youth culture – Nasir Mazhar • Twitter: People Behind the Brand • “Unique” • Collaborations – JW Anderson, Louise Gray Strengths • Consistent across all Channels • Speed of responsiveness • Huge content generation Weaknesses • Huge company, difficult to show humanity • Wide target market
- 9. Case Study: Vogue • @CondeElevator Twitter Account: • “Girl 1: She's making me run a million errands this afternoon. • Girl 2: Oooh, will you bring me an iced coffee on your way back?” • “[silence] [silence] [silence] [silence] [silence] [silence] [silence] [silence] • summer intern: “was that...?” • intern #2: “yeh” #AnnaWintour” • “Authentic, Vintage, Original”
- 19. Panel & Audience Discussion – Karinna Nobbs, Lecturer at London College of Fashion (@karinnanobbs) – Matteo Montecchi, Lecturer at London College of Fashion (@matteomontecchi) – Matthew Zorpas, Creative Consultant & Independent Blogger (@matthewzorpas) – Jonathan Pryce, Digital Consultant & Independent Blogger (@Garconjon) – Andrea Apella, Deputy General Counsellor and Lecturer at Kings College (@andreaApella)
- 20. Summary BE... • Yourself • Human • Open • Consistent • Transparent