Fashion in Social Media

Fashion in social media

1. Fashion in Social Media Jessica Carrigan , Julio Campos, Rebecca Fox & Kiran ram

2. OVERVIEW How social media can benefit the fashion market and increase business income by connecting high cost fashion trends to lower cost main markets, thus increasing the size of the target market How social media can bring awareness of new trends in fashion, new type of fashion show, on-line exclusivity, first rights to purchase items after show How new technologies can help fashion conscious individuals connect to items they have seen and want to own Trends and statistics related to use of social media in fashion

3. Effects of Fashion on the Individual Helps determine self identity Self expression Helps relay a mood Canvass for displaying interests, opinions, logos brand names Send a message

4. Creating Identity Consider the popular TLC show What Not to Wear This show is geared towards giving the average women a fashion makeover in order to match her fashion with her personality Helps find and define her identity Fashion helps to obtain optimal identity performance in the workplace and in society Offers fashion tips to help dress different body shapes while wearing clothes that best define you as a person Identity can be expressed through fashion!

5. Technology is everywhere in Fashion Employment research Trend Research Reports Videos, Podcasts, Blog postings Trend, concept and mood boards Client presentations

6. Technology is everywhere in Fashion Technical Specification sheets Costing and Markup Sheets Store Layout and Design Product Development and Merchandising Database Applications Virtual Fashion Design and Merchandising

7. Social Media used in Fashion: Trends Fashion icons - active users of social media sites such as Facebook, Instagram, Twitter and Tumblr create a platform for exposure of clothing by fashion designers Live social streams during live streams of runway shows- many designers are adding social media streams to live stream shows to allow others to view the opinions of others Fashion Apps - can be downloaded to a computer or mobile device to allow one to follow favourite designers, express favourite styles and help find different styles i.e. Lyst (create your own store) Polyvore (internet-based trendboard ), VisualRetailing (visual merchandising and retail execution applications)

8. New York Fashion Week Trends One study from eBay Deals looked into data from five social networks during NYFW and found more people are using social media for wardrobe advice, inspiration and the latest trends. Top fashion accounts live tweeted from the shows and two brands, Badgley Mischka and Bergdorf Goodman, co-previewed their collections exclusively on Pinterest . Fashion-related tweets doubled from last year's events P rofessional photographers made use of Instagram. Fashionistas can keep track of events and viral moments through a live feed that curates tweets and pictures from attendees.

9. Social Media On the Rise: Tweeting Revenue There has been an astounding 357 % increase in sales from social traffic compared to last year. 91% of e-commerce retailers saw a lift in their SEO rank thanks to social referrals . Over the period of Jan.- June 2013, social traffic to e-commerce sites has created a revenue increase of 17.8 % 30% of Twitter users begin thinking and tweeting about holiday shopping before October 65% percent of consumers use social media to find the perfect gift for people.

10. Did you know? Four in 10 social media users have purchased an item in-store or online after sharing or “liking” on Facebook, Twitter or Pinterest . Social media drives about equal proportions of online and in-store purchases. Half of social media-driven purchasing happens within 1 week of sharing, tweeting, liking or favoriting the product . 74 % of consumers rely on their social networks to make purchase decisions. When it comes to sharing news about their online purchases, 55% of consumers choose Facebook, 22% share on Twitter, 14%  on Pinterest and 5% share on Instagram.

11. Social Media drives traffic to retail sites Facebook is the leader when it comes to driving social traffic to retail sites (responsible for about 60 % ) with Polyvore ( 20 % ) and Pinterest ( 15 % ) Polyvore drives a higher average order value than Facebook, Pinterest and Twitter combined.  Polyvore’s average order value is $383 , versus Pinterest’s $199.16 , Facebook’s $92.27 and Twitters’s $58.02 . While Twitter and Facebook tend to drive purchases of products people were already researching or considering, Pinterest is more likely to drive spontaneous purchases.

12. Social-to-store purchases: Trends When it comes to social-to-store purchase, discount retailers are the most popular location for purchasing: 26% of in-store purchases from Pinterest were at discount retailers vs. 12% at department stores. 43%t of in-store purchase from Facebook were at discount retailers vs.   14 % at department stores. Twitter and Facebook tend to drive technology-related purchases: 34 % of Twitter-driven purchases and 25 % of Facebook-driven purchases were tech or electronics products

13. What happens when you “like” or “pin”? Drive e-commerce to the site, which generates social traffic and exposure Support local store sales Potentially increase store sales Feel a sense of social belonging within the social network

14. Retailer issues with Social Media Creating and maintaining loyalty - In order to maintain customer loyalty, retailers and designers must make a conscious effort not to ignore social media communications, and play an active role in engaging their consumers Social Traffic is meaningful without sales revenue - Social traffic creates exposure, which leads to an increase in sales eventually, but may not occur right away If you don’t use it, you lose it - once a retailer or designer participates in social media networks and blogs, they must remain active members in order to increase social capital and revenue (social media sells!)

15. Celebrity Involvement Never Hurts F ashion shows, designers and products always gain huge exposure with celebrity endorsement See Taylor Swift Performance at the Victoria Secret Fashion Show Brings lovers of music, fashion and celebrity into one https :// www.youtube.com/watch?v=tNoRkxCBi6Q

16. Consider model Cara Delevingne Supermodel, actress and fashionista U ses social media to promote her brand which allows paparazzi to repost memes of herself She also has a video in which she is leading a group of models in Harlem Shake. She was named Model of the Year in 2012. Uses Twitter, Instagram (over 6 million followers) and Tumblr to display her professional photos Fashion Icon for Topshop’s Autumn/Winter 2014 collection

17. Social Media & the Fashion Industry Mashable.com, 2013

18. How Social Media bridges the gap With continuous growth and new innovations it’s easy so say Social Media and Fashion have come a long way in a short period of time What was once only available to a select class such as the rich and famous, fashion- whether it be high end or a new and upcoming street designer, is now accessible to anyone and everyone Fashion shows, previews, collections and even interactive discussions are being made available and even incorporating its consumers all thanks to Social Media!

19. Front Row Seats- Online! More and more Fashion labels are using social media for not only exposure, but inviting us to have front row seats! With its high demand, fashion shows from around the world are now accessible to everyone on demand through various social media outlets! Mashable.com, 2013

20. Front Row Seats- Online! Most popular social media sites get involved with fashion week and popular fashion shows, for example: Pinterest - A popular photo sharing website that uses pictures, videos and inspiration boards to post live coverage Twitter - Designers, Brands and attendees post tweets of live, up to date footage and information at shows and viewings (Sendible.com, 2014)

21. Live Fashion Shows Online Instagram - Uses pictures and videos to promote inspiration and exposure of designers and brands during and long after fashion shows Youtube - Brands and Designers can utilize this social media site to stream live coverage of shows and behind the scene action Check out Burberry’s Fall/Winter 2014 Collection here on Youtube and see for yourself! https://www.youtube.com/watch?v=dL9JVxq6x2M

22. Live Fashion Shows and #’s Another way Fashion labels and designers attempt to get their consumers involved and interactive with live shows if through Hashtags (#) The idea behind this concept is to not only engage the audience but at the same time gain exposure For example: #FashionWeek2014

23. Brand Awareness Fashion and Social Media go hand-in-hand, that’s why fashion brands and retailers have utilized the booming online social media world of over 1 billion users, to gain exposure, interest and overall name for themselves. More and more new and upcoming labels and designers are fast tracking and obtaining exposure and interest through social media as opposed to the days when it could take years to obtain that kind of recognition. Econsultancy , 2012

24. Brand Awareness continued… For example, Burberry a high end fashion label once known to be untouchable and almost illusive to the every day street shopper, accumulated over 80,000 mentions during a 5-day period of Fashion Week ast year alone. Many other brands found themselves dominating virtual conversation during fashion week as well thanks to Social Media which in turn drove sales up This type of exposure online continues to help the fashion industry and to small scale designers thanks to its availability and activity.

25. # RunwayTrends to # TrendingTopics Thanks to social media sites such a twitter, Designers and brands are now able to use the site to keep consumers updated about upcoming trends, colours and news about the label. This type of communication helps high fashion to become more accessible, personable and often works to engage customers and has been proven to enhance a higher brand loyalty among customers.

26. # RunwayTrends to # TrendingTopics One example of how this trend works in favour of the fashion lable is Victoria Secret Victoria’s Secret launched the hashtag (#) # VSteeneybikini on Pinterest , Instagram and Twitter. VS had approximately 27,000 followers on Pinterest and just over 20,000 of those followers used the # VSteeneybikini and are following the Pinterest board.

27. Social Media in the Fashion Industry Here is a great video that explains how the fashion industry uses social media to connect consumer s http://www.bloomberg.com/video/social-media-in-the-fashion-industry-6A6WWK0cQR~gOjYNP6AmiQ.html Psfk.com, 2014

28. Social media driving fashion sales Facebook and twitter are the two most common social media sites for businesses Using social media for business is not only important for advertising but being able to talk directly with customers Social media can be a great advantage for a business if used properly but if used improperly can be a big waste of time While social media sites are free most business pay employee’s to monitor these websites to make sure they are being represented professionally

29. Keep Targeting women in their 20’s and 30’s Develops a list of over 100 of instagrams most fashionable women Can include anything from handbags and jewelry to shoes, bikinis and gives customers direct links as to where to buy them President of the company believed that instagram was the most popular site related to fashion and fashion bloggers keep.com

30. Rue La La Members only online fashion retailer offering desired brands; members only prices Entices customers to their brand through exclusive social media campaigns The exclusivity intrigues many women alowing them to brand high end products to regular consumers Moms of style campaign on pinterest was mentioned in Rue La La’s

31. Kate Spade kate spade is a site that uses photography and designs to express its brand This brand uses a variety of social media to bring awareness to its products and attract users It gives the users opportunities to view and gain insight on trends and products from the perspectives of different social media sites

32. Free People freepeople.com uses its own techniques to attract customers by allowing featuring customers wearing free people apparel on the website With every purchase the customer receives a card with # hashtags that can be used if they want to be featured on free people apparel

33. Tips on Increasing revenue with social Media 1- Give customers incentives for making more frequent purchases 2-Give customers reasons to spend more on each purchase 3-Combine email marketing offers 4-Educate your customers about your other products and services 5-Provide consistent value Bonus tip – measure the results

34. Top 5 Fashion Brands Using Social Media

35. Burberry Burberry launched its first digital campaign in 2009, titled Art of the Trench This facebook campaign pushed the burberry fan page to over 1 million fans in 2009 This facebook page now contains over 16 million fans burberry.com

36. Astley Clarke Astley Clark is an online accessory hub. Ashley clarke uses social media platforms to keep its clientele engaged. Their twitter, facebook , pinterest and instagram are engaging and interactive. With 9,122 likes on facebook they keep customers interested in their products by posting pictures of jewelry and other posts. It Is believed that they are slowly capturing their market in an effective way Astleyclarke

37. Sophie & Trey Sophie and Trey is an online fashion store featuring a wide variety of womens clothes. They how how instagram can be effectively used as a marketing tool by fashion labels. They encourage their followers to hashtag their sofie and trey outfits as one of their techniques for interacting with their fans. This brand has gained success from keeping their social media pages active and engaged Sophie & Trey

38. ASOS ASOS is an independent fashion and beauty store offering a wide range of branded products along with their own products. ASOS is using social media as a marketing tool and have been very active with their facebook and twiter fan following. They use a unique interactive page where customers can post ideas and based on the number of likes these ideas gain popularity. ASOS

39. Nordstrom Online fashion store having everything from shoes, bags, clothes to accessories. Nordstrom has a very active twitter page, with around 470 thousand followers. They also have very active facebook and instagram pages where they keep connected and offer giveaways to show their clients how much they care Shop Nordstrom

40. 12 Strategies to Increase Online Sales Use images when posting to Facebook Post daily content Increase exposure of your communities with social buttons Run a Launcrock campaign Leverage social reviews Create micro content Run a twitter Q&A Run a pinterest treasure hunt Experiment with different titles in blogs Make it easy for customers to share and like products Invest in an infographic Create a complimentary board on pinterest Retrieved from: http :// www.shopify.ca /blog/7900695-12-social-marketing-strategies-to-grow-your-online-sales