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/ fc’s curated content Fashion Brands Go F/ LIluxury interactive Social sportswear T social media international MI BO FF_fashion fridays marketing insights blogger outreach luxury brands facebook / twitter

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FASHION BRANDS GO SOCIALFashion marketplace online is now a multi-billion dollar industry. Forretailers and brands, the web proves to possess a vast opportunity interms of consumer outreach and revenues.With this comes the ability for brands, both emerging and established tointeract with both existing and potential customers.The challenge is in figuring out the best ways to resonate with existingand potential customers online.Going social is really about connecting in a way that prompts people toengage in natural conversation. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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But how does a brand find and interact with their target audience online? A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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LOCATING YOUR TARGET AUDIENCE ONLINE Paid Search Engine Optimization Rich Media and Banner Ads Offline: Events, mailers, traditional advertising, PR Mobile Social Media: Blogger Outreach, Facebook, Twitter, FourSquare, Flickr, Tumblr, YouTube Participation in Relevant Platforms (Polyvore, Chictopia, Fashism, etc.)Note: It’s not just finding customers, but also locating where your audience engages online. Thiscan help uncover opportunities to make associations with other brands/interests that can enhanceyour brand or help to convey your brand within a greater lifestyle. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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INTERACTING WITH YOUR AUDIENCE ONLINEWhether you’re an emerging brand or an established brand, in thefashion industry it’s crucial to remain relevant. The web allows for aconstant dialogue with customers and potential customers. For thispresentation, we will focus on the 2 most impactful opportunities online: 1. Establishing a Brand Hub 2. Engaging in Social Media A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUBThis is the one central place online where all “approved” content can befound about your brand. This presents an opportunity for the brand tocontrol the message and ensure that there is an official voice. A brandhub can take different forms: Successful Brand Website Article: 7 Tenents of Successful Brand Websites Digital Flagships Article: How To Build A Digital Flagship Facebook Page Article: The Facebook Dilemma (3 Part Series) Part One: To Participate or Not to Participate Part Two: Finding Your Brand Voice Part Three: Thinking Long Term A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUB CONT’D.When creating your brand’s strategy for the brand hub, think about theplatform and think about the customer.The internet is a user-controlled environment. This differs fromtraditional media where brands are in the driver’s seat.Brands need to cut through the clutter with interesting content thatengages the audience in a real way. More than ever, brands arebecoming media distributors where content helps to tell the story of abrand. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUB CONT’D. “Burberry is now as much a media-content company as [it is] a design company because it’s all part of the overall experience.” -Christopher Bailey, Chief Creative Officer A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUB CONT’D. “We want to make sure we are seen at the cutting-edge of technology and trends [by everyone],” he said. The company also plans to post video footage of the show on its website and mobile applications, hoping the event’s novelty factor will make it “go viral.” – David Lauren SVP A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUB CONT’D.“On the web there is endless choice; story telling is extremely important as it allows users to differentiate between productsAt Boticca, we featured a video of one of our jewelry designers. Her unique story was that she was an industrial designerby day and a jewelry designer by night. Automatically, from the moment the video was published, the collection started tomake sales. When we conducted customer feedback, people responded that it was the way they connected and identifiedwith her story that motivated them to purchase.”– Kiyan Foroughi, Founder A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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1. ESTABLISHING A BRAND HUB CONT’D. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIASocial Media allows for sharing, distribution and dialogue betweenpeople.There are many evolving platforms to consider, (Tumblr, FourSquare,Flickr, etc.) as well as a growing community of blogs that retain a highreadership and are seen as a source of authentic opinion. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.Of the platforms controlled by the brand, Facebook and Twitter are themost utilized to date.Facebook is a platform designed for personal communication, a placewhere people stay connected with their networks of friends.When brands participate, it should be with the understanding of thenature of the platform as a way to share on a personal level.Twitter is an open platform that connects people based on commoninterests. It is immediate and concise, messages are limited to 140characters.In establishing a presence on these platforms, brands have takendifferent approaches on Facebook and Twitter: A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.Tiffany uses their Facebook page primarily as a customer service portal A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.Tory Burch uses their Facebook page to convey an insider look at the designer’s life A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.Louis Vuitton uses their Art of Travel Facebook page to present the brand’s lifestyle approach A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.Bergdorf Goodman has a Twitter handle reaching over 26,000, that provides a behind the scenes takeon the daily workings of the brand. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.DKNY’s official Twitter account features the DKNY PR girl who provides an inside look at the brand andwhat life as a PR girl in New York City is really like. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.If the end user is controlling their experience online, where every click isa decision, how should brands communicate effectively?It’s really about is resonating with customers.Brands can resonate on different levels, by inspiring, evoking desire,validating and rewarding.Consistent, and constant interaction helps to build relationships withcustomers. Taking it a step further are campaigns, leveraging varioussocial media platforms to increase awareness and generate buzz. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.The Catch a Choo campaign generated: 4,000 participants, a 40 percent increase in positivecomments posted online and a 33 percent rise in sneaker sales by utilizing Facebook, Twitterand FourSquare. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D.H&M has recently used their Facebook page as an exclusive portal to bid on the Lanvin for H&Mcollection pieces A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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2. ENGAGING THROUGH SOCIAL MEDIA CONT’D. YSL has partnered with Polyvore, a popular online platform that provides users with styling tools, allowing them to put looks together, share and comment. “69% of Polyvore’s users recommend products to friends at least once a week, we believe the best source of influence for a brand is to harness the power of our passionate user community.” -Sukhinder Singh Cassidy CEO of Polyvore.com A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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ENSURING SUCCESSKnow your brand identity and how it can be translated across platformsKnow your customer and what is important to themUnderstand where your target audience lives onlineInteract in a way that is transparent, meaningful and valuable to boththe brand and the end-userUtilize metrics and tools to gauge successIdentify new opportunities through the open communicationLearn from competitorsBe agile enough to respond in a timely manner A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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ENSURING SUCCESSUltimately, it’s about finding and fueling the digital influencers thatresonate most with the brand, incentivizing these individuals andproviding them the opportunity to get to know your brand better. A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

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NEW YORK | GENEVA info@fashionscollective.com www.fashionscollective.com SEPTEMBER XX, 2010