June newsletter twda-june2012

“Our work is not only business, its life time
commitment”
Fashion Industry Embraces The Digital World June 2012
Issue No.16| June 2012

In This
Issue
Nas Trends
Revels their
secrets of
success

Nadine Sabry
& The Fashion
Show Scores
Big in Digital
Ads

Stories about top fashion bloggers, key
players and more!
@TWDigitalAds
/TWDigitalads

@TWDigitalAds| /TWDigitalAds TWDA| Issue No.16 |Social Media & Content Department

Table of Contents June 2012
Issue No. 16

PG 2 PG 3 PG 4
Editorial Case Study Market News
Newsletter Revamp Trendyol vs. Marka VIP What’s new in digital

PG 5-6 PG 7 PG 8-13
Industry News Industry Trends View From
What’s new in fashion How people innovate
The Top
Top players local & Global

PG 14 PG 15 PG 16-18
Spot On Spot On TWDA Inspires
Fashion 2.0 Awards Kerastase Social Events Inspirare & NAS Trends
interview

PG 19-21 PG 22-24 PG 25-26
TWDA Zoom How To & Viral Digital
Viral videos & Tips
What’s interesting Campaigns
Analysis, top ads & More

PG 27-28 Fun Section
www.twdigitalads.com All Copyrights Reserved to TWDA © 2012


@TWDigitalAds| /TWDigitalAds Issue No.16 |TWDA| Social Media & Content Department

Demet Mutlu Owner of
Trendyol and her
great success

Editorial
Nadine Sabry & The
Fashion Show Scores
Big in Digital Ads

TWDA BIG COME BACK WITH THE NEWSLETTER REVAMP

We have always worked on developing ourselves, our work and our
country, and as we always evolve we bring you today a new revamped
version of TWDA newsletter, full of great stories, news and facts

Fashion Industry Embracing the Digital World

During our creative sessions at TWDA we peek to some of our secrets of social media
have decided to change the whole scope of success in the digital world. To make our
the newsletter in terms of content type, issue more interesting will be providing
quality and design, Starting this issue we you with all the top trends and applications
will have our newsletter featuring indus- in the field of fashion, and how big brands
tries, that are big, small or growing on the are innovating and getting use of social
digital sphere. We will be presenting all the communication.
industry facts, stories, news, success sto- Do you know that the fashion industry is
ries, and how we do business with that one of the biggest users of Facebook apps?
industry. Know more about that while reading our
This month we chose a very interesting and newsletter.
tremendously growing industry in the digi- Find exclusive pictures from L’Oreal Pro-
tal world, and that would be the fashion fessional Fusio Dose launch events in
industry. In this issue you will find top Egypt, and get all updates about the brand
news from the fashion industry, global and and its products.
local, also and exclusive interview with At TWDA we value fun! That’s why we
NAS Trends, Egypt’s First trendy fashion will leave you with a fun game to figure out
creators. Case review about Feb 2012 Fash- from which fashion era are you!.
ion 2.0 awards, rewarding top global fash- Hope you find our newsletter insightful and
ion players in the digital sphere. resourceful and we are looking forward for
We also bring you an interesting and inspir- all your comments and feedback on our
ing case study about Turkish top Fashion official FB page and Twitter account
website Trendyol with Middle East top /TwDigitalAds
Fashion website MARKA VIP. @TwDigitalAds
In this issue we will be giving you a sneak

MARKET WATCH
We never fail to please our customers and keep a close eye on the market,
that’s why we will be tackling new industry each month,. From travel, tourism,
FMCG, Health, E-Commerce, appliances, banking and more. You can also vote
on which industry you want next through our social networks . Also to keep
our readers pleased we will provide you with some other global and local news
from the digital world.

2 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012


Trendyol vs. Marka VIP, Online Fashion E-Commerce and C ASE
Social Media Success
S TUDY
Digital Success
Trendyol Portal Success MARKAVIP Portal Success

Both Demet & Ah-
med announced in
the past WAMDA
Demet Mutlu, the 30-year-old founder CoE event in Am-
Founded by Jordan entrepreneurs Ahmed Alkhatib
and CEO of Trendyol which means a
(CEO) and Amer Abulaila (CTO) back in November
man that they are
“Trendy Person” in Turkish is a fashion
2010, MarkaVIP, an ecommerce company that op- both expanding
website that is breaking boundaries in
Turkey in more ways than one. Trendyol
erates an eponymous private sales club in the Mid- each others Mar-
dle East,
like many business models like Vente ket. Soon in 2012-
Privee Trendyol is increasingly familiar
model of flash sales: customers sign up to
MarkaVIP has doubled its monthly transactions in 2013 Trendyol will
the third quarter of the year and attracted a record
get access to sales where the latest fash-
number of new members. The result, which follows be competing in
ions are available at heavily discounted
prices.
aggressive regional expansion during 2011, has MENA while
The difference lies in it’s a highly social
surpassed all growth targets for the company, sig-
MARKAVIP will be
naling conviction in the MarkaVIP model and the
business with a focus on customer service
increasing consumer demand for home grown e- competing in Tur-
— which it achieves mainly through being
deeply embedded in conversations with
commerce offerings. key
The site now operates in eight countries across the
users and trying to be as reactive as possi-
Middle East, and, says Mr. Alkhatib, is doing some
ble to their needs and desires. For exam-
$320,000 a day.
ple, the company uses its Facebook page
Today, the site has 750,000 members and more
(which has 1M fans) as a customer service
than 400,000 fans on Facebook.
tool; they’ve built a full end-to-end shop-
Also following the business models of Vente
ping service that means users can browse
Privee in Europe and, later, Gilt in the US
and order goods without ever leaving the
social network.

Social Media Success
Trendyol has a higher rank on social media, they are utilizing all the social media assets so
they would be the most sociable fashion network not only among competitors but among all
brands in the digital sphere. Unlike MARKA VIP which are only focusing their social media
efforts on facebook, Trendyol is utilizing , Twtitter with 28 K fans, and an average daily in-
crease of 73 fans per day and tripling their fans from 5 K in early 2011 to 15K in 2 months.

Knowing the value of video content Trendyol have a very active Youtube channel with over
600K views since their start in late 2010. Trendyol is also focusing their effort highly on their
blog by providing their fans with tips and tricks and how to’s of fashion and style and all the
news and updates in the fashion world. Their blog has a a global rank of 2, 893 and local rank
in Turkey of 37 and average of 3K daily views.

As being leaders and up to date in fashion they are still on the top of Social Media trends by
utilizing new social networks like Pinterest with over 3K followers. In early 2012 Trendyol
created an iphone app that brings their web portal into their mobile.

Measuring both facebook pages Trendyol has 1M fans and they doubled their growth in less
than 6 months. Trendyol also created a Facebook shop that lets fans shop directly from their
social network While Marka VIP has 400K fans and they tripled their fans in les than 5
months



Twitmail & Future of Middle East Promoted Tweets to be Rolled in 50 M ARKET
Tech more countries
W ATCH
Top News in
Digital

More News

Ipsos, an international mar-
Ever wanted to post a hilarious email thread Twitter is planning to introduce its advertis- ket research firm, has re-
or those pictures from a group mes- ing products to nearly 50 more countries as it leased first quarter adver-
sage? Twitmail now lets users share email seeks additional revenue outside of the U.S., tising statistics. After ob-
content with their Twitter followers by up- Twitter executives announced at a festival in serving all Middle Eastern
loading an email URL which generates a sep- Cannes, France. countries, including Pan
arate link to the message. Twitter’s Promoted ads suite — which in- Arab states, the firm found
cludes Promoted Tweets, Promoted that total advertising spend
Twitmail has become popular throughout the Trendsand Promoted Accounts — will roll out totaled more than $4bn.
Middle East since its 2010 launch, with 95% in Latin America, the Caribbean, Spain, Italy, According to Ipsos' findings,
of its users hailing from the Arab world. The- Germany, France and the Netherlands later the biggest spenders in-
se users share 800-1,000 emails every day, this year. Promoted ads are currently only clude Egypt, the UAE, and
generating 1.8 million unique visitors per available to marketers in the U.S., UK and Ja- Saudi Arabia.
month. As Al-Zaid explains, Twitmail has a pan. Twitter is expected to bring in $259.9
particular audience in the Middle East be- million in ad revenue this year, according to
cause of the large number of people swap- eMarketer. Currently, 90% of ad revenue Performance keeps getting
ping humorous emails with their friends. come from U.S. companies.. better and better when it
John Antoniades Appointed CEO of SMG comes to online video adver-
Microsoft Buys Yammer MENA Dubai tising. According to a re-
cent VideoHub report, 88% of
all online video ads streamed
in the first quarter were fully
visible to viewers, much
stronger than statistics have
indicated for static display
ads. Of the 3.5 billion video
streams analysed, 7% were
partially obstructed, while
Microsoft is buying the business and com- Global media agency network Starcom viewers never saw the re-
pany private social network player Yammer, MediaVest Group (SMG) announced the maining 5%.
for $1.2 billion in cash.
elevation of John Antoniades to Chief Ex-
ecutive Officer of SMG, Middle East and
Yammer most likely breathes some new life
into Microsoft’s business software line. Ideal- North Africa (MENA).
ly everything Microsoft sells becomes more Facebook has introduced a
social and less static. Steve Ballmer was im- In his new role effective September 1,
new editing feature that al-
pressed with Yammer’s innovative business 2012, Antoniades will focus on growing lows users to go back and
model, whereby the company gives away its SMG MENA organically and extending mar- correct comments they have
software free, and gets a some portion of its ket leadership in the region through new typed. "This is particularly
trial customers to pay up for bells and whis- business opportunities while driving the useful if you've made a typo
tles. reputation and product leadership region- within your comment but
ally and on a global stage. already received some likes,"



Facebook Focuses on Fashion With Nordstrom in Fashion with Social I NDUSTRY
Open Graph Media, Mobile Tech
N EWS
Keeping you up
to date

Interesting Fact

Facebook will start sharing new stats from apps Selected by U.S. News as one of America's Most
such as Lyst, Pose, Fab, Giantnerd and Fashiolista Connected Companies for its use of technology to
It’s no secret the fashion world is fast adopting expand shopping options, Nordstrom has been Researchers say
Facebook’s Open Graph — and there are num-
bers to prove it.
aggressive about snapping up promising Internet
that they can
ventures to diversify its business and experiment
with new retail platforms determine 90 per-
Since the social media platform succeeded sharing cent of a person’s
stats of music, video and lifestyle apps, The very classy Nordstrom fashion apparel chain
Facebook decided last June the 5th to start shar- “founded in 1901” wins plaudits for using cutting- personality from
ing stats of fashion apps such as Pose, Fab, Fashi- edge 21st century technology. their footwear
olista and Lyst! Lists for companies in the com- For improving their customer engagement at its
merce space have stated that the fashion sector is 227 department and discount stores in 31 states,
one of the fastest growing between Facebook Nordstrom have got 6,000 Apple modified iTouch
apps users. devices to sales staff that can change much in the
purchasing process, with an app called "mobile
Growth has also been great for almost 100 retail checkout," Sales personnel also use iPads to help
partners like Levi’s and American Eagle customers with the selection of everything from
wedding wardrobes to cosmetics to business suits.
Fashion Brands Ramping Up
Facebook Presence
Fashion to Embrace Social Gaming

The Wall Street Journal reported Tuesday that
GM will end its $10 million ad spend with the
social-networking site after finding it had little
impact on consumers’ car purchases. But for a
number of reasons, don’t expect advertisers in
the fashion business to follow suit. Interactive gaming is shaping up to be fashion’s next frontier in the digital space
after companies broadened their Web sites with editorial content, then mobile com-
Fashion Brands lately have been advertising on merce and social commerce.
Facebook than print because it’s much cheaper,
they spend like almost $40,000 to advertise on the Interactive gaming is shaping up to be fashion’s next frontier in the digital space
site, to test the waters.
since games such as Farmville and The Sims Social have attracted mass audiences that
Even fashion Web sites has been kind of slow to
climb into the tens of millions of players — with the former currently boasting more
advertise on, for example Gilt Group only started
advertising with Facebook 45 days ago. than 38 million “likes” on Facebook (the latter has 15 million).
Marketing experts stated that they’re using Face- and It’s estimated that there will be 74 million social gamers by 2013, and 53 percent
book as a tool to find new users and target ex- of social gamers are women not 12 years old kids which makes sense for making fash-
isting customers for special promotions and brand ion games that supports ads or online purchasing.
events. The ad spend is ramping up quickly there.



Pinterest Drives More Sales Than Marriage of Fashion & Social Media
I NDUSTRY
Facebook for Fashion Industries N EWS
Keeping you up
to date

Interesting Fact

Pinterest drives more sales and more new The third get-together of Asia's fashion elites
customers than Facebook, according to a aimed to be more digitally and fashionably savvy
study of social media traffic .The jewelry and than before. This year the fashion industry - a sec-
accessories retailer compared engagement tor that injects about S$6.4 billion (160 billion 43.2 minutes =
statistics from Facebook and Pinterest visi- baht) a year into the country's economy - has
evolved from traditional designing and retailing to
the amount of
tors to see how their behavior differed.
focus more on value-adding activities that exist time we spend
largely in the digital world.
The jewelry retailer Pinterest has found out
that its users spend more than twice as much
shopping daily
as Facebook users, and the site itself has The Audi Fashion Festival welcomed more bloggers
much more new customers and online media than any time before. A week of
"86% of visits from Pinterest are new to Botic- high-octane fashion returned to Singapore, and this
ca compared to 57% from Facebook." year even without a proper theme as everything
As their CEO thinks that on Facebook, people seemed to be about the euphoric marriage of fash-
are primarily looking to socialize with friends ion and technology.
and consume video and photo content not as Thinking that engaging consumers online is a must-
much as purchasing. do for any fashion brand
as this changes the whole thing of understanding
and responding to consumers' immediately

Fairchild Fashion Media Acquires Nadine Sabry & The Fashion Show Scores Big in Digital Ads
Blogger Network

Fairchild Fashion Media has acquired Fashion
Networks International, best known for Now-
Manifest, a curated blog portal with 1.2 million
unique visitors a month that showcases some of
the biggest names in the fashion blogosphere.

Fairchild Fashion Media (FFM), a unit of Conde
Nast that owns a number of publications includ- Nadine Sabry has the highest conversion on digital ads among all Di Salata’s shows, in
ing WWD, Style.com, andStyle.com/Print, is less than a month. With an average CTR and over ten clicks, as it recorded an average
getting into the personal style blogging business. CTR of 1.18% and 391 clicks.
Gina Sanders, president and chief executive
officer of FFM, said, “We are thrilled to welcome Nadine Sabry, top fashion blogger in Egypt released her own Fashion Video named “The
Christian Remröd and Fashion Networks Interna- Fashion Show” in DiSalata.com network for new content.
tional to Fairchild Fashion Media. This acquisition Fashion show is becoming big in the region and now and it’s an extension for her very
furthers our mission to deliver an insider per- interesting blog fashion threads
spective to the global fashion community, while
offering exciting new functionality and meaning-
ful scale.”


Center Buzz | The WOM Effect I NDUSTRY
T RENDS
Than comes the Be Spoke Social Media
How People
Services, which help brands improve cus- Innovate
tomer experience and generating new
interaction and engagement and thus
increasing loyalty.
Center Buzz proves what WOM can do
specially If it was online.

Cloth. Outfit App
Center Buzz is the first world of mouth The iPhone app Cloth added a new up-
social media channel for retails and shop- date that integrates local weather data
ping centers. into its memory and chooses the best
outfit that you have that matches the
weather. All users have to do is snap
Idea is pretty Simple they have few differ-
self-portraits of their favorite looks,
ent services the: Retail Buzz which feeds
share the outfits on social networks,
all the top offers and news, and promo-
and the app attaches a temperature
tions to your facebook and twitter pages
stamp to the photo.

Fashionista Augmented Reality App
Tobi.com launched Fashionista,
an Augmented Reality tool
that facilitates the online pur-
chasing process by allowing
shoppers to try on clothes
from the comfort of their
home. This application was
launched on 2009, now they
are trying to launch on a
different scope. All you have
to do is select the item try it
on you and if you like it you
can add it to your cart and
share it with your friends.
Watch the video to know
more about it:

Fashion Designer Game on Facebook
Facebook top game Fashion Designer with over 1 M players per months gives
gaming a new taste on facebook by providing inside ads during the game play. Not
only is the game interesting and fun by letting players design dresses based on
customer requests. It Also display inside ads in the game, customers come in and
go to your design studio and during their stay an ad appears. If you checked the
picture you will see a Samsung logo above the lady in red dress. Not only that but
if you clicked on the lady you can like the Facebook page, without having to leave
the game webpage. Fashion designer game is one of the first Facebook games the
provide decent and convenient app for game players



Five fashion brands boosting traffic with Facebook app V IEW F ROM
T HE T OP
Facebook has released stats to show that its platform is just as popular with
Top Players
“shopaholics and fashionistas.”five examples of fashion brands that have in- Local & Global
creased traffic and mobile installs through the use of Open Graph apps.

Daily design app Fab Style app Pose has seen a tenfold increase in daily
has increased membership signups for their mobile app and website since
from 1.8 million to over 4.5 launching with Open Graph. 40 million poses are
million since launching with viewed per month, up from less than 10 mil-
Open Graph in January. Addi- lion prior to Open Graph launch.
tionally, 20 – 40% of traffic is
from Facebook on a daily ba-
sis.

London-based social shopping
site Lyst saw their user base dou-
ble and traffic more than dou-
ble since launching Open Graph.
The outdoor goods retailer inte- People coming from Facebook to
The European style inspiration company saw a 200%
grated with Open Graph and has Lyst spend 50% more time on the
increase in traffic from Facebook after the first
seen traffic from Facebook in- site than other users, and more
month of using Open Graph. This increased to al-
crease 214%. Giantnerd has also sales come through Facebook
found that new users signing up most 300% over the following months. Recent-
than all other social media
from Facebook has increased ly, almost a third of total daily new registers have
sources combined.
69%, and Facebook-connected been coming from Open Graph.
users have an 18% higher aver-
age order value than the site
average.



Early Adaptors in the Social Media World V IEW F ROM
T HE T OP
Top Players
Local & Global
Levi’s was
one of the
first major companies to
embrace Instagram, using it
to share ”products that will Marc Jacobs has done an
be released in [its] forth- impressive job integrating its
coming collection, as well brand into the traditional
as images that represent the social media sites, but the
brand’s personality high fashion brand really
shines when it comes to its
work with Foursquare

“there are only three [high]
fashion brands on Face-
book that have passed the
8 million “likes” mile-
stone: Burberry, Gucci and
Dior, with 12 million, 8.5 mil-
lion and 8 million fans, re-
spectively.”

Net-a-Porter, one of the UK’s
top fashion websites selling
luxury fashion brands, has
proved to be one of the
more creative fashion retail-
ers on Facebook, maintain-
ing a fun and playful style.



Top Fashion Players in Egypt V IEW F ROM
T HE T OP
Top Players
Of all players in the fashion world H&M is the top player in Social Media Worldwide,
with over 30 Twitter accounts and Facebook pages all over the world! With more than Local & Global
11 M million fans in their international page and 1M twitter followers, H&M is on of
biggest page and twitter account in Egypt after Zara. Over 7 K Fans on Facebook and 6
K followers on twitter. Yet their interaction on Facebook is so low and lacks strategy,
and they have an ok performance on twitter
Zara has the biggest
page worldwide with 13
K fans and its ranked
23rd worldwide among
all brand pages

Victoria Secret with 18 M
fans is the most interac-
tive page world wide and
Zara has the best interaction and largest number of fans on Facebook in Egypt its ranked 8th worldwide
with 34 K fans and an approximate of 56% of weekly interaction in terms of interaction

20K Fans 28K Fans 2K Fans
25% Interaction 9.2% Interaction 6% Interaction

1K Fans 4K Fans 8K Fans
1% Interaction 7.6% Interaction 10% Interaction



Global Brands Digital IQ | Graphs & Stats V IEW F ROM
T HE T OP
Top Players
Local & Global
Rankings are based on
35% Site
25% Social Media
25% Digital Marketing
15% Mobile



Global Brands Digital IQ | Graphs & Stats V IEW F ROM
T HE T OP
Top Players
Local & Global

Brands
Social Media
Integration



F-Commerce Brands V IEW F ROM
T HE T OP
Experimentation with Facebook commerce (F-
commerce) is still nascent in Fashion. Although
Top Players
more than 80 percent of the brands are e- Local & Global
commerce enabled, just three offer partial
F-commerce with checkout on the brand site.
Furthermore, only 24 percent of brands link to
specific products through wall posts or custom
tabs. No brand is hosting commerce entirely con-
tained within the Facebook platform.

Tory Burch’s Facebook store provides a fan-
exclusive shopping experience, where users can
browse a wide selection of inventory, add prod-
ucts to their shopping cart, and complete the
transaction on the designer’s web page. Dian von
Furstenberg extends her limited-edition wrap-of-
the-month program by offering a Facebook-
exclusive dress available only to fans.
Longchamp’s Le Pliage® application allows fans in
nearly 20countries to customize their own bag on
Facebook.

Brand, Coach was one of the first to partner
with bloggers to design, style and blog about
new product and to have them appear in its
ad campaigns. To date, the brand has
launched nine blogger-centric programs—
the first of which occurred in November and
December 2009, when 30 bloggers partici-
pated in holiday-themed posts



3rd Annual Fashion 2.0 Awards S POT O N !
Inustry Top
Early 2012, exactly on February 8th, the
3rd and most exciting Fashion 2.0 Awards Best Mobile A
pp Best Mobile App: Events
took place in New York. Fashion 2.0 goes to tiffany and co,
Awards, aims to award the top Social & engagement ring finder
Digital media players in the digital sphere,
eo
Best Viral Vid
during the past year. Goes to Prada Sum-
mer Video Campaign
This year there where over 450 industry with total views of 380,032 and 1,000+
notables from both the fashion and tech likes
sector, competing against each other
r
among 8 different awards. With know fur- Top Innovato goes to Kate Spade,
ther introduction, lets take a look on the for most interactive
best and most successful social mediators and helpful web app
in the fashion world.

Best Twitter g
with the most inter- Next Big Thin The Next Big Thing
active tweets and in Fashion: Goes to In-
high customer interaction goes to @DKNY stgram for being a hub for designers,
with a total number of 405,108 followers events and products

with the best com-
ok petitions, Facebook
Best Facebo During the event people could vote and
magazines, and most in- follow updates through Live Stream or the
teractive tabs, goes to Bergdorf Goodman #Fashion20 Hashtag on twitter, which had
with a total of 158,206 likes a reach of 45% and over 2,263 tweets with
an average of 15 tweets per day, yet
Best Blog also and without reaching a level of 1,545 tweets during the
any doubt goes to event.
DKNY with their blog DKNY PR Girl with a
global rank of 362,975 and US rank of
191,799 and over 50 readers per day.
DKNY blog dominates by great design and
high value content , that keeps audience
engaged and craving for more.

Best Website
without any compe-
tition goes to Marc Jacobs, for best design,
user friendliness and updates



Kerastase Fusio Dose Launch in Top Salons S POT O N !
Inustry Top
Events
Events took place in Kriss Salon, La
Coupe, Royal Diva, and many other top Local
Salons. Ladies where invited to have
their own Fusio Dose treatment leaving Exclusive Tip
their hair as glamorous as possible.

From live tweeting to photos, and high
online publicity Kerastase managed to
gather fans in their very first events, and You should start in-
still waiting for their actual launch of
their online assets for further success. cluding Pinterest into
Kerastase one of the fanciest hair prod- your online strategy,
ucts for L’Oreal Professional , Launched it doesn't only in-
their new product Fusio Dose Last crease traffic to your
months in top salons. The launching was website and social
a series of social events with the society assets, it also work in
top elites. increasing your
sales!
Those events where organized by one of
the top PR agencies in Egypt, and they
where covered online by TWDA.

Make sure you visit Kerastase Official Egypt Fan Page and twitter account and wait for
more surprises, The Kerastase team promised to launch a new application soon, that
will allow all ladies to have a chance and win a free Fusio Dose treatment.

Fb.com/KerastaseEgypt @KerastaseEgypt



The Inspiration Behind INSPIRARE TWDA
Inspirare.com is a wonderful fashion site with social networking roots. Launched in
I NSPIRES
response to the lack of exposure for emerging design talent, Inspirare gives hopefuls Inspiring
the opportunity to get funded, thrive, and focus on the creative side of business.
Interviews
This is an interview snippets with Kate Blank, Inspirare Fashion Director, and here is
what she had to say about fashion and social

How Social Media Has Changed the Fashion Industry?

Social media has changed how a brand and its consumer interact with each other. It’s no
longer a message being pushed onto the public, but rather a two way conversation. This
shift of power has filtered into the fashion industry and has become part of the shop-
ping experience for consumers. Customers now want to get Social media has given
brands a medium where they can take out the guess work and just ask them ‘What do
you want to wear?’ and ‘What do you want to buy?
Now they are involved and have their say… ’ It’s now up to fashion brands to utilize this
two-way flow of information and successfully cater to their customer base.

What was the inspiration for a fashion based social networks site?

The inspiration for Inspirare really was the social media revolution,
n that we really wanted to close the gap between the designer and the consumer. We
also recognized how difficult it was for emerging fashion designers to get their labels off
the ground. The outlay to sample, produce, promote and sell a collection is huge, and it
takes a long time for any money to come back into the business. It’s a big risk. By taking
these two sides of the equation and carefully weaving them together, we ended up with
Inspirare. The social media aspect of it lets consumers influence trends, and determine
what’s available to buy online. Users can offer feedback to designers, allowing them to
learn directly from their market and evolve their brand.



NAS Trends & Their Secret of Success TWDA
NAS trends with their 75 K Facebook page and their success in changing the ways people dress I NSPIRES
and adding value to the culture. TWDA had an interview with Ahmed Reda one of the Co-founders
of NAS trends.
Inspiring
Interviews

Tell us about your team, and how did you come up with the idea of NAS?

Nas Trends started in Feb 2009 ,we were a group of friends trying to do their own business
NAS was started by four university students, Anas Tolba, Ahmed Reda, Mohammed Salem
and Karim Mourad, The idea behind NAS, which means "people" in Arabic, the idea was
born when we decided we wanted to start some kind of business that would add value to
our community with big vision "to promote positive culture "

How did you first hear about social media, what made you choose Social
Media as a main part of your marketing mix?
Social Media Marketing is a great way to drive repeat business, attract new customers and
reach more people it's the main marketing tool we use and it cost nothing comprising to
billboards and usual ads “We Want to Change
How do you find time in moderating your social assets?
the way people look
It’s part of our daily marketing activates , we do it as we do events, check booths and more about Clothes and
add a positive Value
Tell us more how social media and digital ads affected your growth? to our Culture”
it helps us a lot specially when you started with limited budget
and make you reach your target and reach all people with different segments, and it affects
our sales hugely



NAS Trends & Their Secret of Success TWDA
I NSPIRES
Inspiring
Interviews

NAS, has many outlets now,?
we have two types of stores Direct: city Stars
indirect :24 stores mainly Distributors and small stores

What do you see as a next step in evolving your brand?
To be the world’s strongest fashion brand among the youth – or old people who still feel
the power of the youth – by 2020.
In the near future, NAS will continue to break down the existing understanding fashion, and
convert it to community driven one, that the youth themselves drive toward a better one

Don't you think about creating an online stores?
We already have partnership with Souq.com, but we still don't have other plans for now

You have just started to create notebooks, what other surprises do you have?
we just launched kids line, we have stickers for cars and we lunched sweatshirts in last win-
ter and we are going to lunch trousers soon in our stores

Tell us when lesson you have learned that you can advise new entrepreneurs
and new start ups with?
NAS experience learn me a new thing everyday ,my advice to new entrepreneurs is go to
wild with their ideas do something creative and unique ,don’t wait till graduation to carry
out your ideas , Surround yourself with supportive people and don't be discouraged by
anyone. If your idea is good and you're determined to stick with it through the first few
difficult years, your chances of success are great. If you have any idea just do it personally I
have 3 ideas when I was student at university I did two of them (NAS Trends and ENjaz) and
I participated at competition I won prize for Mashaweer idea, we live one time do what
you love don’t wait others to come up with your ideas instead.



Nadine Sabry First Egyptian Fashion Blogger S OCIALIZE
Startups, social
Nadine Sabry the first Egyptian fashion blogger “Founder of Fashion Threads" who blogs new pages
proved how small social media has truly made this world that will sure change the
perspective of fashion in Egypt shortly.
& More

She's just another blogger who's in love with fashion who became pretty well known
with her fashion blog now, it all started when she didn't know what she wants to do in
the fashion industry, but she was very interested to know what everyone was wearing
and why, so she started to post up her latest knowledge about the world of fashion
especially in Egypt, considering the of Events and updates of work of the talented
Egyptian fashion designers who didn't get their chance to be known enough in Egypt.

She also has her own Facebook page with almost 7,000 likes now and people can fol-
low her on twitter as well for more of her blog posts and events updates.
Nadine started her own show “The Fashion Show” back in March 2012 on Disala-
ta.com YouTube channel if you heard about it, she has done like 6 episodes till now
where she covers fashion shows in Egypt, Fashion and hair care tutorials.

So do you think Nadine Sabry will change the world of fashion in Egypt and encourage
people such as herself to show their talents?

Toufic Araman and Social Photography
Toufic Araman is an award winning fashion photographer who was born in Lebanon and moved to
Egypt 1982, studied “Economics and Fine Arts" at the AUC, his love with photography started when a
close friend of him gave him an SLR camera back in 2003 which totally changed his life when he
noticed he can actually paint pictures with it in more than one way.

Toufic Araman is known for his very creative and unusual fashion photo-shoots which always involves
movements and speed, and in most of his fashion photo-shoots he's telling a story with a very unique
He has worked with many well-known creative theme that would really amaze you when you see it.
He has done several fashion Egyptian models and beauty queens such as Tara Emad and Arwa Gouda.
photo-shoots for very well brands such as Kenzo, Ezra, Oryx and Bella Donna.

He has won many awards as
Davey Awards 2010 - Gold Award – New York – Fashion - 2010
Creativity International Award – Australia - Fashion – Silver - 2010
Gulf Photo Plus – Best Advertising – Dubai - 2009
His work was shown at the Noorderlicht Festival, Groningen, The Netherlands, Brecht Forum, New
York, USA, Photo Finish, Melbourne, Australia and Dubai Art Fair, Dubai, UAE.His Facebook fan page
has over 12,000 likes where he can show his beautiful work and contact with his clients, as he has his
info over there .



Fustany.com The Leading Online Fashion TWDA Z OOM
Destination in MENA
What we think is
interesting

Fustany which means “My Dress” in Arabic is the first web portal dedicated to fash-
ion in the middle east. Fustany is a sort of online fashion magazines, that let custom-
ers see all the new looks and trends in the fashion world, from top brands to new
designers and more. Users have the ability to create their own look, and have their
own look book that the can share with all their friends on different social networks.

Fustany has a very active presence on social media, with 34k fans on facebook and
78% interaction, they are really getting the hang of the social game. Fustany studies
new trends closely that is why they know the value of video content Not only that,
they utilize what they know by having a very active and updated Youtube channel .

Khatwa Clothing
Our mission is to be an inno-
vative & global brand that
designs, produces & distrib-
utes unique & fair fashion.
We showcase our Style Con-
scious concept to other
brands: fair message can be
commercially successful, in
respect to style&quality

81K Fans
Kaf Wear
‫كاف حرف عربي.. و إن شاء هللا‬
‫في يوم حتبقى ماركة مالبس‬
KAF is a textile ‫عالمية‬
brand that offers
quality products at
affordable prices

100 K Fans

Shop @ Souq



Dual Candy Make Up Channel TWDA Z OOM
What we think is
Dulce Candy Tejeda
interesting
She started blogging when she was
in the military, as an outlet to feel
more feminine—more of a person-
al choice because she was in uni-
form. As she remembers being in
Iraq and being stripped away from
anything that was feminine, so
starting the blog was really what
had her obsessed with beauty and
fashion. It started as a hobby and
over the years it turned into a ca-
reer.
She became rapidly famous with
her cute unique style and now is
called as duclecandy the fashion
guru.

Style Treasure Egypt’s First Online Boutique
Egypt’s first online retailer, Style-
treasure.com, is hosting its first exhibi-
tion this Saturday, for one day only, at
Sofitel Gezira. The exhibition will fea-
ture brand new collections from the pan
Arab designers stocked on the online
portal. Not only will local designers be
present but also designers will be flying
in from Jordan, Beirut and Dubai. To top
it all off, Yousra the Egyptian actress, will
be opening the exhibition for all you fans
out there!

The exhibition will not only have a free
gift wrapping corner for all your Moth-
er’s Day gift purchases but will also offer
giveaways for those who spend more
than LE 2,000.
Here are some pictures of what you may
find around the exhibition! I am sad I
won’t be there but enjoy and shop lots!



Trendyol Fuels the Fashion Online Fashion Trends & H OW T O
Industry in Turkey Stats Tips, Tricks &
Infographics

In the past few
years, we’ve
been seeing all
aspects of the
fashion industry
suddenly af-
fected by new
technology, in-
creasing effi-
ciency and
providing
much needed
data analysis
and tracking
components.
Instead of rely-
ing on people
to analyze,
project and im-
prove, fashion
brands now
have the digital
technologies to
meet these
needs in a
much faster
way.



Benefits of Social & Digital Media for The Fashion Industry
H OW T O
Tips, Tricks &
Infographics
1
Buying Pro-
cess:
5 Media Cover-
Crowdsourcing age: Tracking
Styles, Better Influence on Fashion GPS is
Projections Sales addressing the is-
sue and is truly
revolutionizing
the space by al-
2 lowing brands to
3 4 manage and
Online Shopping: Online Shop- In-store Shopping: track all their
Smarter Tools ping: Customi-
Mean Fewer Re-
Collecting Data to media connec-
zation Yields
turns Better Sales
Maximize Purchas-
tions in one dash-
es
board. Recently,
by becoming the
official partner
of IMG and Mer-
cedes Benz Fash-
ion Week, the
Tips & Tricks company

brought the ana-
Make sure you don't forget to create and update your image strategy
lytics into more
 Instead promoting for you sale period, tie it with a game on social net-
than 80 runway
works shows produced
 Try to keep your hot photos and products promoted in the peek time of in New York last
day month.
 Make sure you create inspiring and selling applications
 Take usage of the facebook commerce applications
 Make sure you keep your website user friendly and SEO friendly



V IRAL
Creative Ad Dior Short Movie V IDEOS
Most watched
videos in Fashion

3k Views 6 M views

Fashion Spoof Chanel Ultra

19k Views
4k Views

Top Viral Videos in Egypt in June



Digital Campaigns Analysis in D IGITAL
C AMPAIGNS
Telecom Industry Top campaigns in
The month of June witnessed fierce competition between the three main telecommunica- the region
tion companies, with each one launching a new product/service and advertising for it
heavily.

Mobinil Launched the 1
GB free on mobile and
USB internet. It adver-
tised for it on local pub-
lishers such as Masrawy, YallaKora, and Al Masry Al
Youm. It also used Google GDN campaigns

Launched in May, Etisalat Fawzi contin-
ues its blast campaignthroughout June
using many platforms including Google
GDN and facebook. They also used local
publishers such as Shorouk, Youm 7,
Yahoo!’s Maktoob and Moheet.

Vodafone advertised for its ADSL Ex-
press, and its new Vodafone Change.
They also started a “Road to London”
competition. In addition to Google GDN,
they also used local publishers like Dostor Asly,
Masrawy, and Filgoal. They promoted their new services
using expandable ads, and their landing page for the
competition was their Facebook Page



Digital Campaigns Analysis in D IGITAL
C AMPAIGNS
FMCG Industry Top campaigns in
The same fierceness that occurred in the telecom industry was also exhibited in the the region
FMCG industry, particularly between Coca Cola and Pepsi. Who the digital world have
witnessed heavily

Coca Cola maintains an always-on presence
online with its sponsorships of local publish-
ers, namely Masrawy, Yallakora, and Filgoal.
In addition, they also advertised on Facebook
and Google GDN. Coca Cola has advertised for several campaigns in
the month of June; Coke Studio, Coke Euro 2012, and Coca Cola Star.

Pepsi on the other hand had a very light
campaign compared to Coca Cola. They
recently launched their Pepsi VIP Party
featuring DJ Calvin Harris, however they
only advertised for it on Facebook.



Find out which era your sense of style, fashion and personality fit into? Do
you belong in the roaring 20's, the daring 40's? Or are you more of a earthy F UN
girl, or disco babe? S ECTION
games, pics &
If you could buy any pair of shoes you wanted, which style would you choose?
more
A. Dark brown, over the knee leather platform boots
B. Pointy toe hot pink heels
C . Earth toned, comfortable leather sandals.
D. Cute ballerina flats
E . Classic pumps, dark blue, black or brown.
F. T-strap heels, satin red, black or pink.

What jewelry combination would you wear?
A. A bright colored necklace and some telephone shaped sparkly earrings.
B. A simple, feminine jeweled necklace.
C. I don't need to wear jewelry, Im elegant enough.
D. A few long gold chains, large hoop earrings and a couple bold rings
E. Bangles, beaded necklaces and feather earrings.
F. Strands of pearls, and a pair of small, classy earrings.

Which outfit would you wear out for a night on the town?
A. A large and unique hat, tailored navy blue dress.
B. A full skirted dress, pastel colored, cinched waist, pumps and curled hair.
C. A black and white striped or polka dot, knee length dress, black knee high boots.
D. A flowing long dress, plunging neckline, feathered hair, platforms.
E. A sequined mini dress, loose fitted, pearls of course.
F. An extremely sexy, short dress, high stilettos, with bold makeup and teased hair.

Which hairstyle suits you best?
A. Short to mid length, side parted with curls.
B. Mid length to long with thick, straight bangs.
C. Feathered or natural and long.
D. Mid length, feminine soft curls.
E. Wild, teased, maybe a funky color.

Which music is your favourite?
A. David Bowie, Prince, Madonna, Kate Bush, Cindi Lauper
B. Janis Joplin, Led Zeppelin, Jimi Hendrix, Bob Dylan
C. Stevie Nicks, Blondie, Pink Floyd
D. Jazz, jazz and more jazz!!! Lets go dancing!
E. Oldies, Elvis Presley, Motown

Which outfit are you most drawn to?
A. Long cotton skirt and fringe vest
B. Navy blue silk blouse, and matching pencil skirt.
C. Polyester button up shirt with a tie and polyester bell bottoms
D. Flapper dress and fur coat
E. Full skirted polka dot dress with cinched waist
F. Ripped up off the shoulder t-shirt with jeans and sneakers.



What are your favorite pair of pants like?
F UN
A, Pants?! I'm too busy wearing sequined dresses or pencil skirts.
B. High waist, cotton pants with red skinny belt. S ECTION
C. Denim bell bottoms, baby. games, pics &
D. Free flowing linen slacks, they're classy comfortable and go with anything.
E. Acid Wash Jeans. Tight down to the ankle, right under my grey leg warmers.
more
F. Navy blue, rayon slacks.

Which two vintage accessories do you have or WISH you had?
A. Long cigarette holder and long satin gloves.
B. Cigarette case and a stunning hat.
C. Funky rosary and some soft leg warmers.
D. Short nylon gloves and some small pearl earrings.
E. Wide leather belt and tall leather boots.
F. Geometric shaped earrings and polka dot scarf.

Your go-to makeup style.
A. There's never enough mascara. Sexy pale lips to contrast....and I keep my freckles around.
B. Glamorous Gold and bronze hues. Dark brown eyeliner, gold eyeshadow, glossy rose lips.
C. I like to be bold, red lips, blue eyeshadow, black eye liner on top and under.
D. Simple, pink or red lips, blush and a little mascara.
E. Dark, mysterious eyes and lips. I'm not afraid to put it on in public either.

Mostly A’s The 60s
You may be a more trendy mod fashionista, or an earthy, hippie girl, but you definably fit into the more
free thinking 60's. Maybe your idol is janis joplin, or maybe its twiggy! Your idea of fun is going to outdoors
concerts, or helping a cause you believe in
Mostly B’s The 50s
You love feminine clothing, pastel or bright colors, skirts, dresses, keds, bobby socks, pony tails, soft curls
and oldies. You love movies like grease and 50's diners. In the 50's they wore full skirts, heart shaped blouses
and learning how to cook, and care for your family was important for women.
Mostly C’s The 20s
Your fashion sense would fit in the 20's. Flapper dresses, sequin feathered headbands, long cigarette hold-
ers and modern short cropped hair styles. You love going dancing at jazz clubs and trying new things. A
boa is a common accessory, as well as sequins, feathers and fur for a night out. Dresses were also inspired
by Egyptian designs and often featured exotic beading.
Mostly D’s The 40s
You fit in the fashion of the daring 40's. Classy, sensual and feminine. After the depression, designers started
trying new things and style grew more adventurous.
Larger, unique hats were in style, and dresses became more form fitting and feminine. Women started to
wear their hair longer and colors brightened up. The 40's a a beautifully classic example of vintage cloth-
ing.
Mostly E’s The 70’s
The era of disco and rock and roll!
Bell bottoms came into style and so did free flowing blouses with billowing sleeves. Platforms, over the knee
leather boots as well as large hoop earrings and gold chains were apparent everywhere.
Mostly F’s The 80’s
The decade of craziness! Hairstyles were big and out there, and jewelry became incredibly progressive.
You might wear a necklace with a telephone on it, or earrings that look like ice cream cones, with a loose
fitting denim jacket, a one shoulder tank and parachute pants.



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