Fashion Forward

How Social Media Moved Fashion Week ForwardBy Terez Baskin

Terez Baskin

New York Fashion Week

• Every September and February

• Invite Only Fashion Shows

• Seated by order of importance or influence

Terez Baskin

Fashion Week & Social Media

February 2010 Designers decide to stream their shows live on their websites and FacebookThis once closed society, was open to the world

WTHashtag #NYFWWTH (what the Hashtag)Hashtags are used to track trends on TwitterUsing #NYFW in your tweet allowed fashion fans to track the action liveInstant informationNot a industry insider no need for a front row seat

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WTHashtag.com Dashboard

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Twitter Friend or Foe?Hired and Fired all on Twitter PostIt can Make or Break a Brand

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Social Media Measurement

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Radian 6 Dashboard

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Know the #sFindings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical.

Other results include:

93% of this year’s respondents spent part of their average workdays with some aspects of social media.85% believe social media complement traditional news media.92% think blogs and social media influence coverage in traditional news media.88% believe blogs and social media have made communications more instantaneous.

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How photos hit the world instantly

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Action/StrategyMarc Jacobs decided days before fashion week No Celebrities for his front Row! He wanted the focus on his clothesOne of a few designers two stream show live on Web

The High Pri$e of FameWhat Celebs are paid to make appearances to exclusive fashion shows

A-ListRihanna($100,000 or more)Beyonce ($80,000-$100,000)Mary Kate and Ashley Olsen ($80,000 each)Jennifer Lopez (circa 2005: $80,000; circa 2010: $30,000)Lindsay Lohan (circa 2006: $60,000; circa 2010; UNINVITED)Colin Firth (pre-A Single Man: $5,000; post-A Single Man: $15,000)

B-ListBlake Lively ($50,000)Leighton Meester ($40,000)Hillary Duff ($40,000)Other Gossip Girl cast members ($25,000 a piece)Jared Leto ($25,000)Kristen Bell (unpaid, but airfare, makeup and clothing are taken care of)

C-List Kim Kardashian ($35,000-$50,000)Amanda Bynes ($25,000-$30,000)Eliza Dushku (unpaid, but airfare, makeup and clothing are taken care of)

D-ListParis Hilton (free or) UNINVITEDJersey Shore cast (UNINVITED)America’s Next Top Model Winners (free)

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The Landscape of ChangeBe a G-Star’s Raw ReporterKnow where your target audience is looking

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CommunicationTwitter and Fashion Bloggers were treated like traditional media editorsThere was an air of excitementOnline, In the Parks, New York Fashion Week – Haute!

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Evaluation• Fashion Business has always

been on the cusp• Did it work?

Terez Baskin

Terez Baskin

Credits• PR and Social Media Study• http://twitter.com/dkny

• Twitter.com• Youtube.com• Flickr.com

• Tweetphoto.com• Twitpic.com• Radian6.com• Marcjacobs.com

• Elle.com