Background Challenge Research Strategy Solution

Background Challenge Research Strategy Solution

“Every two days now we create as much information
as we did from the dawn of civilization up until 2003.”
Eric Schmidt, Ex-CEO Google (04.08.2010)

“Pressure on companies to make informed
decisions in real time”

Data = Information

Data ≠ Information

“[...] data without human interpretation is as useful
as Esperanto.”
Fredrik Sarnblad, Planning Director BBH

Background Challenge Research Strategy Solution

The Brief
How can brands make better decisions based on real-time
fashion news, social comment, industry data, etc.

Marketing manager
? ?
E-commerce manager Social media manager
? ?
Brand manager

Background Challenge Research Strategy Solution

Social Media War Rooms Experts
Existing Solutions
Industry Reports
Forums

A one size fits all solution does not exist

Background Challenge Research Strategy Solution

We live in an era where the supply of data is infinite.
Data can be useful.
Data can cause clutter.

It needs human interpretation.

And communication (learning)

Therefore we want to create an engine that:
Unclutters the data flow
Learns and grows with the user(s)
Enables collaboration and sharing of knowledge

Background Challenge Research Strategy Solution

We’re providing you with an engine. Not the fuel.

WORKSHOP AGENDA
09:00 DIGITAL DATA - HOW IT CAN HELP YOU?
09:30 WHAT IS RELEVANT DATA?
11:15 HOW IS DATA GATHERED AND FILTERED? NEEDS CLARIFICATION WORKSHOP
12:15 DATA VS. INFORMATION
13:15 HOW INFLO EVOLVES BY USAGE

FEEDBACK
FASHION BLOGS
MUSIC SITES
NEWS
NEWS ARTICLES
SOCIAL USAGE
WEBSITE DATA
E-PERFORMANCE
TWITTER
FACEBOOK

What you read /
don’t read
More of what’s
relevant Like /
New sources dislike
Learning Cycle
Reduces
irrelevant Sharing
information

REPORT LIVE FEED

20th June 2012
REPORT UPDATE
Name: Oli Culcheth
Position: Comms Manager SOCIAL NEWS ePERFORMANCE
Last Log On: 18:53
SOCIAL NEWS ePERFORMANCE
The Big Debate: How to save the high street Top 10 trends to follow this Summer US Retail E-Commerce Release. 2010 - 2016
2010 was the year that the fashion industry really embraced and found its voice on This winter H&M will be showcasing an influx of avant­garde, deconstructed and Andres Izquieta is co­founder/CEO of Five Four Club, a new subscription ecommerce
social media – setting up personas on Facebook and Twitter and gaining phenomenal individual designs, brought to the public through an unforeseen collaboration with the service that provides men with monthly packages of apparel, based on a brief sixty­
followings with the lure of exclusive content once only reserved for the elite of the mysterious fashion house Maison Martin Margiela. second style profile they fill out when signing up for the service.
fashion world. Gucci’s Facebook following now tops 4 million fans. Burberry’s is
almost 5 million. The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch When it comes to ecommerce categories like grooming and fashion, the women’s
But an industry that relies on constant re­invention isn’t going to rest on its laurels – designer is never photographed or appears after his fashion shows), will undoubtedly market has long been the focus of marketers. And who can blame them. Women
we expect the way the fashion industry uses social media to move on in 2011. Here bring its own brand of conceptual design to the mainstream high street shop. Martin historically make upwards of 80% of the purchase decisions in the home, they’re
are some of the key trends to keep a close eye on. Margiela has never been known to conform to the sartorial­ norm, creating his clothes statistically more active online, and tend to maintain longer session times on websites.
Expect to See Further Innovation in Existing Channels through deconstruction, allowing the creative process to visible upon the garments and Plus, they’re natural ‘window shoppers’ — in the physical and virtual world.
Streaming a live catwalk show and behind the scenes footage is the least social media playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection
fashion fans expect these days. 2011 will be a year of further innovations by the were made from the re­creation of their pattern pieces, either in a multitude of sequins That said, in the past year, the men’s ecommerce market has seen more than a half
fashion industry within existing channels to keep fans engaged, to build communities or through being encased in plastic. dozen ecommerce launches, including Mr. Porter, Birchbox Man, and Dollar Shave
around brands and also to leverage social media to more overtly drive ecommerce Club. Here are the six major trends driving this growth.
sales.
22/12/07 Esquire 22/12/07 22/12/07 Mashable
www.thesartorialist.com/
Esquire www.thesartorialist.com/
www.thesartorialist.com/

20th June 2012
REPORT UPDATE
Name: Oli Culcheth
Position: Comms Manager SOCIAL NEWS ePERFORMANCE
Last Log On: 18:53
STORIES Social Reaction
FOLLOWED
5 RETWEETS
sorry to America- but
THIS is my favorite
mod-era..… 54% 40% 6% @Dazzafield
@Sarahkj
@FashionJ
@JEssica
5 hour ago @hjward
@JoshM
Facebook
412
24 11
Bastille fans, check out our
7 @
Pinterest Twitter
new blog post where you
+34 12
@
can watch a video round up
of our May Islington 80 @ 45 5
Acoustic Session
45 Mentions Worldwide
John -34
5 hour ago
5
One Day I'm Going to Soar
is a concept album with an
unreliable narrator, a
comeback LP about being
stuck in a self­defeating
cycle, and a.....read more
KEY INFLUENCERS
Elliot
5 hour ago
@MichaelAusiello 1,142,314 Followers
@Clash_Music 20,251 Followers
@Huskmag 825 Followers
COMPETITOR

20th June 2012
REPORT UPDATE
Name: Oli Culcheth
Position: Comms Manager SOCIAL NEWS ePERFORMANCE
Last Log On: 18:53
NEWS COMMENTS
STORIES Trends & News 509
FOLLOWED
Fringe theatre: JW
Anderson closes
men's fashion week 60% 30% 10%
with a flourish
Exclusive Sneak
Peek: Missoni
Spring/Summer
2013
432 World Comments
The New Strategy
for Excellent
Summer Dressing
KEY INDUSTRY
GQ
ESQUIRE
VOGUE
COMPETITOR

20th June 2012
REPORT UPDATE
Name: Oli Culcheth
Position: Comms Manager SOCIAL NEWS ePERFORMANCE
Last Log On: 18:53
309 UK Visits
STORIES Data Analysis
FOLLOWED
60% 30% 10%
DIRECT TRAFFIC +33%
539 World Visits
COMPETITOR
MENTIONS -5%
KEY TRAFFIC
SOCIAL VALUE 45% WEB TRAFFIC
+ 17% 55% MOBILE TRAFFIC
COMPETITOR

REPORT LIVE FEED

20th June 2012
ePERFORMANCE DIRECT TRAFFIC +33%
One Day I'm Going to Soar
is a concept album with an
NEWS unreliable narrator, a
comeback LP about being
stuck in a self­defeating
cycle....read more
SOCIAL
Fringe theatre: JW Anderson closes men's fashion Daves
week with a flourish 3 hour ago
TWITTER SENTIMENT
Name: Oli Culcheth www.guardian.co.uk/fashion 22/06/12
ePERFORMANCE 22/06/12
Position: Comms Manager
Last Log On: 18:53
Bryan Paijit We are at a
turning point in history: The
next stage of evolution in
the way we interact with the
world is… read more »
REF: 123474 On the Street.
John T A strong challenge
1 hour ago On the Street…..Prince St, New York Sales View: 55% Rive Gauche, Paris coming up from Bottega
22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com/ 22/06/12
Web Page - Conversion rate: 40%
our #EC1 tailors are going a
ePERFORMANCE www.trendwatching.com 22/06/12 fine job at
@Pitti_Immagine...
Ben Sherman Fans
1 hourå ago
TRENDS
TOP BROWSER VISIT SOCIAL VALUE + 17% COMPETITOR MENTIONS Details... The Frayed Collar
EXPLORER -11% -5% www.thesartorialist.com 22/06/12
ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12
For all men, if you are into For all men, if you are into
village style and willing to village style and willing to
pay city price. this is the pay city price. this is the Site Usage -5%

20th June 2012
This look is perfect the right
For all men, if you are into amount of print mixing and i
village style and willing to This look is perfect the right love white in the winter.
6 Hot Trends Driving Men’s amount of print mixing and i
pay city price. this is the Ecommerce: Mashable .… read more »
place for you to shop. love white in the winter.
.… read more » .… read more »
ePERFORMANCE Ben Sherman Fans How to save the shopping @HenryJT Bastille fans, check out our Styleseer @Styleseer
1 hour ago hight street against 7 hour ago new blog post where you 7 hour ago 7 hour ago
can watch a video round up
22/07/12 of our May Islington
Acoustic Session
NEWS Bryan Paijit We are at a
Ben Sherman Fans turning point in history: The
1 hour ago next stage of evolution in
the way we interact with the
world is… read more »
SOCIAL
TRENDS
A strong challenge On the Street…..Prince St., John T
1 hour ago
coming up from Bottega New York
Name: Oli Culcheth 22/06/12
www.thesartorialist.com/ 22/06/12 /www.thesartorialist.com/ date:22/12/07
Position: Comms Manager
Last Log On: 18:53
Jessica
5 hour ago
And I so love when my man
Fringe theatre: JW Anderson closes men's fashion On the Street. wears a SoHo fit button
week with a flourish Rive Gauche, Paris down.
www.guardian.co.uk/fashion 22/06/12
www.thesartorialist.com 22/06/12
One Day I'm Going to Soar
is a concept album with an
This look is perfect the right unreliable narrator, a
our #EC1 tailors are going a
amount of print mixing and i comeback LP about being Lisa S. Chung
fine job at
love white in the winter. stuck in a self­defeating 8 hour ago
@Pitti_Immagine...
.… read more » cycle, and a.....read more
Styleseer Daves For all men, if you are into
7 hour ago Ben Sherman Fans 3 hour ago village style and willing to
1 hour ago pay city price. this is the
place for you to shop.
.… read more »
Ben Sherman Fans
1 hour ago
date:22/12/07
TRENDS
A strong challenge coming
up from Bottega Details... The Frayed Collar
www.thesartorialist.com 22/06/12 Jonh T Fringe theatre: JW Ander- This look is perfect the right
www.thesartorialist.com/ 1 hour ago son closes men's fashion amount of print mixing and i
week with a flourish love white in the winter.
22/06/12 .… read more »
Bryan Paijit We are at a For all men, if you are into
turning point in history: The village style and willing to Styleseer
6 Hot Trends Driving Men’s
next stage of evolution in pay city price. this is the 7 hour ago

20th June 2012
GQ MAGAZINE
TWITTER
33 @
Mentions
ePERFORMANCE
23
Retweets
NEWS 19
Photos
SOCIAL FACEBOOK
Details... The Frayed Collar
Name: Oli Culcheth
80Likes
www.thesartorialist.com
22/06/12
Position: Comms Manager
Last Log On: 18:53 10
Shares
TRAFFIC
On the Street… Prince St, New York 55% DESKTOP
This winter H&M will be showcasing an influx of avant­garde, deconstructed and
individual designs, brought to the public through an unforeseen collaboration with the
mysterious fashion house Maison Martin Margiela.
45% MOBILE
The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch
designer is never photographed or appears after his fashion shows), will undoubtedly
bring its own brand of conceptual design to the mainstream high street shop. Martin
Margiela has never been known to conform to the sartorial­ norm, creating his clothes Fringe theatre: JW Anderson closes men's fashion
through deconstruction, allowing the creative process to visible upon the garments and TONE week with a flourish
playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection www.guardian.co.uk/fashion 22/06/12
were made from the re­creation of their pattern pieces, either in a multitude of sequins
or through being encased in plastic.
70% POSTIVE
This look is perfect the right
amount of print mixing and i
love white in the winter.
30%
.… read more »
NEGATIVE
22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander-
son closes men's fashion
7 hour ago
www.thesartorialist.com/ week with a flourish
22/06/12

20th June 2012
GQ MAGAZINE
TWITTER
33 @
Mentions
ePERFORMANCE
23
Retweets
NEWS 19
Photos
SOCIAL FACEBOOK
Details... The Frayed Collar
Name: Oli Culcheth
80Likes
www.thesartorialist.com
22/06/12
Position: Comms Manager
Last Log On: 18:53 10
Shares
TRAFFIC
On the Street… Prince St, New York 55%
WHAT ACTION WOULD YOU LIKE
DESKTOP
This winter H&M will be showcasing an influx of avant­garde, deconstructed and
individual designs, brought to the public through an unforeseen collaboration with the
TO TAKE?
mysterious fashion house Maison Martin Margiela.
45% MOBILE
The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch
designer is never photographed or appears after his fashion shows), will undoubtedly
bring its own brand of conceptual design to the mainstream high street shop. Martin
Margiela has never been known to conform to the sartorial­ norm, creating his clothes Fringe theatre: JW Anderson closes men's fashion
through deconstruction, allowing the creative process to visible upon the garments and TONE week with a flourish
playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection www.guardian.co.uk/fashion 22/06/12
were made from the re­creation of their pattern pieces, either in a multitude of sequins
or through being encased in plastic.
70% POSTIVE
This look is perfect the right
amount of print mixing and i
love white in the winter.
30%
.… read more »
NEGATIVE
22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander-
son closes men's fashion
7 hour ago
www.thesartorialist.com/ week with a flourish
22/06/12

20th June 2012
GQ MAGAZINE
TWITTER
33 @
Mentions
ePERFORMANCE
23
Retweets
NEWS 19
Photos
SOCIAL FACEBOOK
Details... The Frayed Collar
Name: Oli Culcheth
80Likes
www.thesartorialist.com
22/06/12
Position: Comms Manager
Last Log On: 18:53 10
Shares
TRAFFIC
On the Street… Prince St, New York 55%
WHO WOULD YOU LIKE TO SHARE
DESKTOP
This winter H&M will be showcasing an influx of avant­garde, deconstructed and
individual designs, brought to the public through an unforeseen collaboration with the
THIS ARTICLE WITH?
mysterious fashion house Maison Martin Margiela.
45% MOBILE
The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch
designer is never photographed or appears after his fashion shows), will undoubtedly
Sarah Day
bring its own brand of conceptual design to the mainstream high street shop. Martin Group HR Director
Margiela has never been known to conform to the sartorial­ norm, creating his clothes Fringe theatre: JW Anderson closes men's fashion
through deconstruction, allowing the creative process to visible upon the garments and TONE week with a flourish
playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection www.guardian.co.uk/fashion 22/06/12
were made from the re­creation of their pattern pieces, either in a multitude of sequins
or through being encased in plastic.
70% POSTIVE
This look is perfect the right
amount of print mixing and i
love white in the winter.
30%
.… read more »
NEGATIVE
22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander-
son closes men's fashion
7 hour ago
www.thesartorialist.com/ week with a flourish
22/06/12

20th June 2012
GQ MAGAZINE
TWITTER
33 @
Mentions
ePERFORMANCE
23
Retweets
NEWS 19
Photos
SOCIAL FACEBOOK
Details... The Frayed Collar
Name: Oli Culcheth
80Likes
www.thesartorialist.com
22/06/12
Position: Comms Manager
Last Log On: 18:53 10
Shares
TRAFFIC
On the Street… Prince St, New York 55%
YOUR MESSAGE HAS BEEN SENT.
DESKTOP
This winter H&M will be showcasing an influx of avant­garde, deconstructed and
individual designs, brought to the public through an unforeseen collaboration with the
RETURN TO MENU?
mysterious fashion house Maison Martin Margiela.
45% MOBILE
The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch
designer is never photographed or appears after his fashion shows), will undoubtedly
Sarah Day
bring its own brand of conceptual design to the mainstream high street shop. Martin Group HR Director
Margiela has never been known to conform to the sartorial­ norm, creating his clothes Fringe theatre: JW Anderson closes men's fashion
through deconstruction, allowing the creative process to visible upon the garments and TONE week with a flourish
playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection www.guardian.co.uk/fashion 22/06/12
were made from the re­creation of their pattern pieces, either in a multitude of sequins
or through being encased in plastic.
70% POSTIVE
This look is perfect the right
amount of print mixing and i
love white in the winter.
30%
.… read more »
NEGATIVE
22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander-
son closes men's fashion
7 hour ago
www.thesartorialist.com/ week with a flourish
22/06/12

20th June 2012
ePERFORMANCE DIRECT TRAFFIC +33%
One Day I'm Going to Soar
is a concept album with an
NEWS unreliable narrator, a
comeback LP about being
stuck in a self­defeating
cycle....read more
SOCIAL
Fringe theatre: JW Anderson closes men's fashion Daves
week with a flourish 3 hour ago
TWITTER SENTIMENT
Name: Oli Culcheth www.guardian.co.uk/fashion 22/06/12
ePERFORMANCE 22/06/12
Position: Comms Manager
Last Log On: 18:53
Bryan Paijit We are at a
turning point in history: The
next stage of evolution in
the way we interact with the
world is… read more »
REF: 123474 On the Street.
John T A strong challenge
1 hour ago On the Street…..Prince St, New York Sales View: 55% Rive Gauche, Paris coming up from Bottega
22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com/ 22/06/12
Web Page - Conversion rate: 40%
our #EC1 tailors are going a
ePERFORMANCE www.trendwatching.com 22/06/12 fine job at
@Pitti_Immagine...
Ben Sherman Fans
1 hourå ago
TRENDS
TOP BROWSER VISIT SOCIAL VALUE + 17% COMPETITOR MENTIONS Details... The Frayed Collar
EXPLORER -11% -5% www.thesartorialist.com 22/06/12
ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12
For all men, if you are into For all men, if you are into
village style and willing to village style and willing to
pay city price. this is the pay city price. this is the Site Usage -5%

How are we goint to charge for it?
A reduced setup cost for our first client in return for IP,
plus a monthly fee.
Next clients:
We will charge according to the complexity of the setup
as well as a monthly fee.

Learning
Sensemaking Decisionmaking
Collaboration