A presentation given by Fashion's Collective at the eFashion Summit in Frankfurt, Germany providing an overview of the opportunities in social media for fashion brands, along with examples.

1. / fc’s curated content
Fashion
Brands Go F/
LI
luxury interactive
Social
sportswear
T
social media
international
MI BO
FF_
fashion fridays
marketing insights
blogger outreach
luxury brands
facebook / twitter

2. FASHION BRANDS GO SOCIAL
Fashion marketplace online is now a multi-billion dollar industry. For
retailers and brands, the web proves to possess a vast opportunity in
terms of consumer outreach and revenues.
With this comes the ability for brands, both emerging and established to
interact with both existing and potential customers.
The challenge is in figuring out the best ways to resonate with existing
and potential customers online.
Going social is really about connecting in a way that prompts people to
engage in natural conversation.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

3. But how does a brand find and interact with their
target audience online?
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

4. LOCATING YOUR TARGET AUDIENCE ONLINE
Paid Search Engine Optimization
Rich Media and Banner Ads
Offline: Events, mailers, traditional advertising, PR
Mobile
Social Media: Blogger Outreach, Facebook, Twitter, FourSquare,
Flickr, Tumblr, YouTube
Participation in Relevant Platforms (Polyvore, Chictopia, Fashism,
etc.)
Note: It’s not just finding customers, but also locating where your audience engages online. This
can help uncover opportunities to make associations with other brands/interests that can enhance
your brand or help to convey your brand within a greater lifestyle.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

5. INTERACTING WITH YOUR AUDIENCE ONLINE
Whether you’re an emerging brand or an established brand, in the
fashion industry it’s crucial to remain relevant. The web allows for a
constant dialogue with customers and potential customers. For this
presentation, we will focus on the 2 most impactful opportunities online:
1. Establishing a Brand Hub
2. Engaging in Social Media
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

6. 1. ESTABLISHING A BRAND HUB
This is the one central place online where all “approved” content can be
found about your brand. This presents an opportunity for the brand to
control the message and ensure that there is an official voice. A brand
hub can take different forms:
Successful Brand Website Article: 7 Tenents of Successful Brand Websites
Digital Flagships Article: How To Build A Digital Flagship
Facebook Page Article: The Facebook Dilemma (3 Part Series)
Part One: To Participate or Not to Participate
Part Two: Finding Your Brand Voice
Part Three: Thinking Long Term
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

7. 1. ESTABLISHING A BRAND HUB CONT’D.
When creating your brand’s strategy for the brand hub, think about the
platform and think about the customer.
The internet is a user-controlled environment. This differs from
traditional media where brands are in the driver’s seat.
Brands need to cut through the clutter with interesting content that
engages the audience in a real way. More than ever, brands are
becoming media distributors where content helps to tell the story of a
brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

8. 1. ESTABLISHING A BRAND HUB CONT’D.
“Burberry is now as much a
media-content company as [it
is] a design company because
it’s all part of the overall
experience.”
-Christopher Bailey, Chief
Creative Officer
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

9. 1. ESTABLISHING A BRAND HUB CONT’D.
“We want to make sure we are
seen at the cutting-edge of
technology and trends [by
everyone],” he said. The company
also plans to post video footage of
the show on its website and mobile
applications, hoping the event’s
novelty factor will make it “go
viral.”
– David Lauren SVP
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

10. 1. ESTABLISHING A BRAND HUB CONT’D.
“On the web there is endless choice; story telling is extremely important as it allows users to differentiate between products
At Boticca, we featured a video of one of our jewelry designers. Her unique story was that she was an industrial designer
by day and a jewelry designer by night. Automatically, from the moment the video was published, the collection started to
make sales. When we conducted customer feedback, people responded that it was the way they connected and identified
with her story that motivated them to purchase.”
– Kiyan Foroughi, Founder
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

11. 1. ESTABLISHING A BRAND HUB CONT’D.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

12. 2. ENGAGING THROUGH SOCIAL MEDIA
Social Media allows for sharing, distribution and dialogue between
people.
There are many evolving platforms to consider, (Tumblr, FourSquare,
Flickr, etc.) as well as a growing community of blogs that retain a high
readership and are seen as a source of authentic opinion.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

13. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Of the platforms controlled by the brand, Facebook and Twitter are the
most utilized to date.
Facebook is a platform designed for personal communication, a place
where people stay connected with their networks of friends.
When brands participate, it should be with the understanding of the
nature of the platform as a way to share on a personal level.
Twitter is an open platform that connects people based on common
interests. It is immediate and concise, messages are limited to 140
characters.
In establishing a presence on these platforms, brands have taken
different approaches on Facebook and Twitter:
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

14. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Tiffany uses their Facebook page primarily as a customer service portal
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

15. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Tory Burch uses their Facebook page to convey an insider look at the designer’s life
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

16. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Louis Vuitton uses their Art of Travel Facebook page to present the brand’s lifestyle approach
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

17. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
Bergdorf Goodman has a Twitter handle reaching over 26,000, that provides a behind the scenes take
on the daily workings of the brand.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

18. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
DKNY’s official Twitter account features the DKNY PR girl who provides an inside look at the brand and
what life as a PR girl in New York City is really like.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

19. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
If the end user is controlling their experience online, where every click is
a decision, how should brands communicate effectively?
It’s really about is resonating with customers.
Brands can resonate on different levels, by inspiring, evoking desire,
validating and rewarding.
Consistent, and constant interaction helps to build relationships with
customers. Taking it a step further are campaigns, leveraging various
social media platforms to increase awareness and generate buzz.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

20. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
The Catch a Choo campaign generated: 4,000 participants, a 40 percent increase in positive
comments posted online and a 33 percent rise in sneaker sales by utilizing Facebook, Twitter
and FourSquare.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

21. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
H&M has recently used their Facebook page as an exclusive portal to bid on the Lanvin for H&M
collection pieces
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

22. 2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.
YSL has partnered with Polyvore, a
popular online platform that provides
users with styling tools, allowing them
to put looks together, share and
comment.
“69% of Polyvore’s users recommend
products to friends at least once a
week, we believe the best source of
influence for a brand is to harness the
power of our passionate user
community.”
-Sukhinder Singh Cassidy
CEO of Polyvore.com
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

23. ENSURING SUCCESS
Know your brand identity and how it can be translated across platforms
Know your customer and what is important to them
Understand where your target audience lives online
Interact in a way that is transparent, meaningful and valuable to both
the brand and the end-user
Utilize metrics and tools to gauge success
Identify new opportunities through the open communication
Learn from competitors
Be agile enough to respond in a timely manner
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

24. ENSURING SUCCESS
Ultimately, it’s about finding and fueling the digital influencers that
resonate most with the brand, incentivizing these individuals and
providing them the opportunity to get to know your brand better.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

25. NEW YORK | GENEVA
info@fashionscollective.com
www.fashionscollective.com
SEPTEMBER XX, 2010