How fashion and luxury brands can utilize User Generated Content in their online communication strategies.

1. THE RESOURCE IN DIGITAL MARKETING FOR
FASHION AND LUXURY BRANDS

2. Today’s media landscape is
no longer a top down
perspective.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

3. Today’s lives
revolve around
the internet, the
communication
tool that turned
everything real,
transparent,
attainable, and
collaborative.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

4. The internet has fueled
the ability for the
masses to formulate
and communicate their
own opinions.
* Tavi Gevison, style blogger, fashion opinion maker, runs her empire out of her bedroom.
www.stylerookie.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

5. Today it’s
the voice of
the masses
t h a t
resonates
most with
consumers.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

6. To date,
l u x u r y
b r a n d
marketing
has mainly
consisted
of tightly
controlled
aspirational
messages.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

7. While this messaging allows
luxury brands to keep
control, it doesn’t impact Today it’s the voice of the
the consumer psyche the masses that resonates most
with consumers.
same way user generated
messages do.
We are humans, we will
always trust the opinion of
our peers.
www.studdedhearts.blogspot.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

8. The power of User
Generated Content is
so potent that it can
reinvent and position
tired fashion brands
with a fresh and
relevant perspective.
www.liveloveloft.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

9. For luxury brands...
The challenge with User Generated Content is to
avoid degrading the brand
and instead maintain and enhance the brand’s
integrity
through the power of social networking.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

10. What are the ways luxury brands can ensure
success when it comes to User Generated
content online?
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

11. 1. ESTABLISH SELECTIVE
PARTNERSHIPS
Today it’s the voice of the
Align your brand with the masses that resonates most
with consumers.
online communities that are
more discerning with
regard to the brands they
associate with.
www.ilovemymarc.blogspot.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

12. “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
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

13. 2. CAREFULLY CURATE
CONTENT
Today it’s the voice of the
Without a perspective, user masses that resonates most
with consumers.
generated content has no
direction and risks loosing
the brand voice. It is up to
the brand to provide the
point of view and guide the
conversation.
*Blogger and photographer Tom Selby for Cole Haan THE INSPIRED LIFE
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

14. Brands can do this by:
Choosing a known expert to participate
Seeding content to set the tone
Reviewing content before it is publicly
posted
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

15. Ultimately, social media presents an
opportunity for luxury brands to evolve
their offerings and truly interact with
consumers.
User Generated Content is but one way to engage
in this new digital world.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

16. WWW.FASHIONSCOLLECTIVE.COM
@FASHCOLLECTIVE