MEC Beauty and Fashion 2.0 Issue Seven FINAL
-
Upload
francisco-martinez -
Category
Documents
-
view
218 -
download
0
Transcript of MEC Beauty and Fashion 2.0 Issue Seven FINAL
-
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
1/7
MEC Beauty and Fashion 2.0
Instagrams
Fashion Explosion
-
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
2/7
Editors Letter
2
In one year Instagram has grown their active users in Australia by 32% to
become the 4th most used social media platform in this country. The
platform now engages with 5 million monthly users and its parent
company, Facebook, is looking at ways to capitilise on this growth from an
advertising perspective.
It was announced on the 9th September that the platform will be providing
advertisers the opportunity to run 30 second advertisements as an
alternate way of communicating to the audience beyond a static image.
The big question is, do consumers want to engage with brands on
Instagram?
A report conducted by Exane BNP Paribas, specifically looking at luxury
fashion brands, concluded that Instagram delivers a considerable higher
consumer engagement (93%) compared to its social counterparts
(Facebook 6%, Twitter 1%) measured from the combination of likes and
comments.
The reason I believe for the high involvement, is the fact that consumers
use the platform to obtain an insiders glimpse into scenarios that they
havent had exposure to in the past. When it comes to the world of
fashion Instagram gives followers a preview of the progress of a
designers collection, instant images from the fashion week shows and
previews of new products.
In this issue we have profiled some clever examples of brands that have
used social media, specifically Instagram, to garner cut through and
establish brand affinity.
.
Happy reading,
Lauren Turner
-
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
3/7
Net-a-Porter
Background:
Net-a-Porter recently partnered with Audi Hamilton Island Race Week for
a second year running. The luxury event features both on and off-water
activities, with A-list attendees, held between August 15th and 22nd.
Concept :
This year Net-a-Porter hosted a cocktail reception and used this
opportunity to discuss how to pull off the cruise look and share their
vision for the future of fashion trends. The personal shopping team were
also available at a Style Suite so that attendees could update their
wardrobe. The attendees included those among the Net Set, who have a
substantial social media presence. The public engaged with pictures from
the event with the following number of likes registered from photos posted
from these influential personalities: Hanneli Mustaparta (averaging 3k
likes), Nicole Warne aka Gary Pepper Girl (averaging 22k likes), Sara
Donaldson aka Harper and Harley (averaging 6k likes) and Bambi
Northwood-Blyth (averaging 4.5k likes).
MEC opinion:
Ordinarily, the general public would be quite unaware of events such as
these, however with the growing popularity of fashion bloggers, and their
social platforms, this has been flipped. The result is a cost effective and
targeted branding campaign, bringing Net-a-Porter to the forefront of
viewers minds via their favourite bloggers who seamlessly speak praises
of the brand.
3
Sources
http://www.hamiltonislandraceweek.com.au/media-releases/net-a-
porter-com-and-mr-porter-com-partner-with-au
http://www.vo
gue.com.au/fashion/news/net+a+porter+joins+the+annual
+hamilton+island+race+week,31635
http://www.afr.com/lifest
yle/fashion/fashions-on-the-shore-hamilton-
race-week-packs-a-punch-20150810-givn1nhttp://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-
a-porter-is-returning-to-hamilton-island/
https://instagram.com/explore/locations/242033904/
http://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-auhttp://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-auhttp://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/http://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/https://instagram.com/explore/locations/242033904/https://instagram.com/explore/locations/242033904/http://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/http://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-au -
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
4/7
Coach
Background:
Coach is one of the many accessories and leather goods brands
experiencing difficulty in reaching younger audiences, and enticing
purchase of their higher end products. The brand then introduced an
interesting initiative, Coach Pups, to raise their brand awareness.
Concept :
Coach recruited celebrity pups in this unique luxury brand campaign, with
Instagram and social posts designed to reach a wider audience. ArianaGrandes dog, Toulouse, took part, as did Miranda Kerrs (Frankie), and
Lady Gagas (Asia Kinney). An event was also held to celebrate the
pooches in July, with other famous Instagram dogs in attendance. The
event drove much social media activity, on Coachs owned assets, and the
attendees. Coach extended the campaign beyond the event, with the
occasional pup-inspired post popping up on their Instagram account still,
attracting tens of thousands of likes (more than the average Coach
Instagram post). The campaign has expanded into other areas of media,
with print ads featuring Lady Gagas dog.
MEC opinion:
Although no results are known, this has definitely helped Coach carve out
a niche image for their brand. Coach has identified an interesting audience
insight, drawing on the importance and love of pets, and have cleverly
aligned with this passion to drive brand affinity. Meanwhile they have also
focused on their corporate social responsibility communication by
supporting relevant animal charities with their work.
4
Sources
http://wwd.com/accessories-news/financial/social-media-handbag-
sales-coach-michael-kors-10204700/
http://www.hn
gn.com/articles/101299/20150616/ariana-grandes-dog-
latest-face-coach.htm
https://instagram.com/coach/
htt
p://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-
kinney-10164456/
http://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/http://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/http://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttps://instagram.com/coach/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/https://instagram.com/coach/http://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/ -
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
5/7
Misha Nonoo
Background:
Misha Nonoo was a relatively unknown NY fashion brand on the fashion
scene, with a niche online following. However they conceived a unique
way of utilizing Instagrams capabilities to grow their consumer reach.
Concept :
Instead of staging a full runway presentation, the 2016 Spring collection
was presented online only namely through Instagram, on the 12 th
September. This was a fashion first, the first time ever that a label hasused Instagram to debut a collection. The designer chose to launch this
way as the app has an inclusive and global nature, while also being a
visually-led storytelling platform: ideal for fashion. To view the collection,
users scrolled through the images by turning their phone sideways,
accessed on an independent account, separate from the brands main
page.
MEC opinion:
A digital runway has many advantages, including the reduced stress and
cost of managing a fashion week presentation. Aside from this, the brand
can reach the general global fashion audience, providing the consumer
with a way to view the collection whenever they like, and instantly. The
hype generated through this campaign has also been impressive articles
featured on all the popular fashion and culture blogs, extending the reach
to audiences they wouldnt have spoken to in the past.
5
Sources
http://wwd.com/fashion-news/fashion-scoo
ps/misha-nonoo-nyfw-
runway-show-instagram-presentation-102046470
http://mishanonoo.com/
http://www.w
sj.com/articles/a-sneak-peak-at-fashion-week-1441821675
http://au.eonline.com/news/694236/trendsetters-at-work-n
yfw-edition-
misha-nonoohttp://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-
instagram-fashion-show/
http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-
fashion-show/photos/https://instagram.com/mishanonoo_show/
http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://mishanonoo.com/http://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/https://instagram.com/mishanonoo_show/https://instagram.com/mishanonoo_show/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/http://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://mishanonoo.com/http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470 -
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
6/7
Megan Hess
Background:
Megan Hess started her career in graphic design, with her big break being
the job of illustrating Sex and the City book covers. Following this she
began illustrating for luxury clients including Chanel and Tiffany & Co.
She has now developed an empire, made stronger by her omnipresence
on Instagram.
Concept :
Megan Hess uses her Instagram account to highlight fashion illustrations
created for her high profile clients. The success of her designs and the
public engagement with them online has led to Megan publishing 3 books,
and now demand at many events, where she is asked to draw live for the
attendees. Recently Megan collaborated with Harpers Bazaar Arabia to
launch House of Bazaar in Dubai, and Mont Blanc to celebrate the new
store on Collins St, Melbourne. Each Instagram post generates around 4k
likes. In the last year, her account has greatly increased the number of
likes and interaction, with each post now averaging between 2k 3k likes.
MEC opinion:
Megan Hess has successfully built her brand by using social media,
particularly Instagram, and she continues to see growth. Along with many
other bloggers, Megan offers brands great leverage online with
collaborations and partnerships. Her point of difference is taking it one
step further by creating a piece of artwork for clients, as opposed to a few
images or a write up.
6
Sources
https://instagram.com/meganhess_official/
htt
p://stylehunter.com/featured/megan-hess-for-montblanc-donna-
ferreri-perth/
http://www.rizzoliusa.com/book
.php?isbn=9781742708232
http://meganhess.com/
https://instagram.com/meganhess_official/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://www.rizzoliusa.com/book.php?isbn=9781742708232http://www.rizzoliusa.com/book.php?isbn=9781742708232http://meganhess.com/http://meganhess.com/http://www.rizzoliusa.com/book.php?isbn=9781742708232http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/https://instagram.com/meganhess_official/ -
7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL
7/7
Editors Photos credited to www.snappystreet.com.au
All other images are sourced from Google images
Previous issues of the newsletter can be viewed here:
http://www.mecglobal.com.au/opinion/insights/
7
CONTACT ONELauren Turner
Tel: +61 2 8356 0689
CONTACT TWOHannah Cole
Tel: +61 2 8356 0683
[email protected] www.mecglobal.com
Acknowledgments
http://www.snappystreet.com.au/http://www.mecglobal.com.au/opinion/insights/http://www.mecglobal.com/http://www.mecglobal.com/http://www.mecglobal.com.au/opinion/insights/http://www.snappystreet.com.au/