As fashion brands realise how to make digital platforms work for
them, they are genuinely beginning to innovate in the field of
In the past few years some of the most dramatic changes in
digital landscape has been witnessed.
Fashion houses have begun to take digital seriously as one can
see the influx of major brands on the social networks.
This presentation focuses on the WHAT & WHY of effective
digital presence, HOW & WHERE fashion brands employ
components in their strategy and best practices for creating
efficient digital presence across multiple channels.
What is social media?
Social media is the interaction among people in which they
create, share or exchange information and ideas in virtual
communities and networks.
You must be where your audience is - ONLINE.
Customers feel a stronger connection to brands.
It’s About Relationships, Not Pitches – need interaction.
Monitor your brand and reputation
Monitor other brands/competition
Social Media Exposure: Better & Cheaper than traditional Ads
Track ROI better
To create and maintain a healthy connect with their
stakeholders, fashion houses should have presence on :
Best practices on Facebook
Product-Centric Content Strategy
Integrate Across Other Channels
Engagement facilitating posts
C&A created a Facebook app where people selected their
favourite items and voted for them. These were added in real time
on the hangers of the actual piece of clothing in the store, resulting
in parts of the collection getting sold out in one day!
Best Practices on Pinterest
Spotlight fashion testimonials
Tell client stories
Create conference boards
Host a pin chat
Bergdorf Goodman has made the pin-oriented social
network work brilliantly for them.
Best Practices on Instagram
Engage fans and target audience
Add strategic messaging and use hash
tags, while adhering to Instagram best
Creative storytelling strategies
One of the leading big fashion brands Burberry uses
Instagram, to update a range of photos from catwalk shows
to behind-the-scenes snaps of celebrities, photo shoots and
an insight into how the products and clothes are made.
Best practices on YouTube:
Push People To Your Website
Leverage YouTube Videos For SEO
Raise profile of your business by
Leading fashion brand, Gucci has 3 million views on it’s
videos on Youtube.
Best practices on twitter
Perform content curation
Host a twitter chat
Louis Vuitton has its official page on twitter with more than 3
million followers. They showcase their collection, post news,
pictures and videos. Louis Vuitton began its Twitter love poem
campaign #LVLove to create personality for their products.
Best practices on Google+
Product-Centric Content Strategy
Create Google+ Communities
Invite/Participate in fashion discussions
Fendi, one of the biggest fashion houses has several
communities on Google+ showcasing different range of
products. These communities have more than 1.1 million
followers and 3 million views.
Best Practices on LinkedIn
Awards, Achievements & Initiatives
Invite discussions related to new trends
Showcase best of work
Leverage CSR activities
One of the biggest fashion labels, Armani Exchange has a
company page on LinkedIn where it engages Industry
stakeholders, B2B clients and customer relations, has more
than 8600 followers.
Brands like Louis
Vuitton, Zara, Gucci and
Kate n Spade have
mobile-apps that have
thousands of downloads
by Android and iOS users
Social media measurement or ‘social media monitoring’ is an
active monitoring of social media channels for information
about a company or organization, usually tracking of
various social media content such as blogs, wikis, news sites
This is done to find insights into the brands' overall visibility on
social media, measure the impact of campaigns, identify
opportunities for engagement, assess competitor activity and
share of voice, and be alerted to impending crisis.
If you are a fashion brand
get in touch to realise your