HMR Marketing Solutions November 30, 2012

Social Media Strategies for the Fashion Industry

Fashion 2.0 Awards

• Best Twitter: DKNY• Best Facebook: Bergdorf Goodman• Best Blog By a Fashion Brand: DKNY PR Girl• Best Website: Mark Jacobs• Best Mobile App: Tiffany Engagement Ring Finder• Best Online Video: Prada S/S 2011• Next Big Thing in Tech: Instagram• Misc: Kate Spade, and Co-Founders, Gilt Group

Themes1. Marketing:

Strategy, Not Tactics2. WIIFM*

* (What’s In It For Me)3. Brand “YOU”

1. Strategy Before Tactics

Tesco (South Korea)

Norma Kamali

* WIIFM:What’s in itfor me?

1. WIIFM*!!!…

WIIFM…

Bergdorf Goodman

174,000 fans

Social Media: Game Change!

• Culture Shift – Connected 24/7– Influence Then: $$$

Now: Anyone … Julia Bluhm, 14

• Engagement– Conversation, WOM– Targeting … Tribes– Influence– Real Time

• (NY Fashion Wk. etc.)

– Trends: Social Commerce, Mobile, Social Gaming

Martin Margiela x H&M• Launch: Nov 15– Paris: Collection sold out in minutes– London: Shoppers lined up since 5am– New York: Tourists lined up day before

Build up to Launch:• Blogger Exclusives• “Unlock images w/ friends” via Fashion bloggers• Red Carpet/Livestream•Look Book “sneak peek”

MMM x H&M:

Influencers:

5 Fashion Bloggers w/exclusives

Consumers: Build excitementPeek behind the scenesCelebritiesInvolve friendsGiveaways …

Engaging: @DKNY

•Fun •Personal•Accessible•Behind the Scenes•Community

Engaging: DKNY Fashioncast

• Front row Experience• Community• Real Time

Personal: (Kate Spade: Tumblr )

Inside View

Multi-Platform

Facebook:Converse: 31 million “likes”Burberry: 14 million fans… what’s a fan worth?

Leverage: Newsfeed (But use an App)

Visual: Tumblr (Oscar)

• Rich Content• Branded• Multi Platform• Top of Mind

PinterestPinterest:Growing driver of Traffic to RetailSites

Chanel + Marilyn Branding:(385K views Day 1)

Website Integration

Future => Mobile

• +200% increase in mobile visits to websites

• Mobile = 25% page views• Mobile = 20% web sales

(vs. 5% YAG)

Instagram: The Next Big Platform

Instagram

• 18% Penetration

• 67% under the Age of 34

• Use more often… growing

FashionNight Out:Digital meets Bricks and Mortar

Location Based: Foursquare

“ … I was one of the First four to unlock the Marc Jacobs badge …”

Mobile App: Hautelook (Nordstrom)9MM members: Daily engagement: Millenials, 30 yrs., $75K

Mobile App: TiffanyGoal: Lifetime Customer

Social Commerce

Growth in Digital $$$

Will Triple Over next5 years

Where Would You Like To Be in 6 Months?

How Can Social Media to Achieve YOUR Goals?

3. Personal Branding

VS.

* Erin’s case study here: http://www.businessesgrow.com/2012/10/04/case-study-using-social-influence-to-build-a-personal-brand/

*

Julie S.Asst. Merchandiser, Ann

Taylor LOFT(B.A., 2010)

Pratt, 2012

Blog: TUMBLRTwitter: Influencer OutreachFacebook: Reach, Top of Mind

Your Career: Turn SM Tools => Opportunities

Listen … Engage …=> Be Helpful

Who Are Your “Influencers”?

What’s Appropriate

SUMMARY: THREE IDEAS …

1. Strategy, Not Tactics2. WIIFM*

* (What’s In It For Me)3. Brand “YOU”

Connect with me!

Rhonda Hurwitz … @rhondahurwitz on

APPENDIX

Rhonda Hurwitz: Background

Impact:

What Works?

Facebook: Best Post Type*?

A: *Photos perform best

How to connect w the consumer across all mediums?

Facebook: How long*?

A: *very short, or very long

A: * 6 - 8th grade level

Facebook: Grade Level*?

Sentiment: Upbeat/Positive

What’s the Ideal Frequency of Tweets*?

*A: 1x per hour (buffer them)

“ME, ME, ME => Fewer Followers

Tweets: What’s the ideal length?

*A: 120 – 130 characters

How Often Should You Tweet?

A: Tweet a lot! (up to 21x/day)

When Should You Post?Weekends: more blog comments …

Weekdays… more RT’s!

To get a RT, Should You include a Link?*

*A: include a link

For Clicks, where should the link go?

A: Links approx. 25% way thru

Do Website Pop Ups Work?*!

*A: yes, they do! (from Which Test Won )