Fashion Co-creation Case History

Fashion & Social Media
Co-creation

© 90:10 Group - CONFIDENZIALE -
@womarketing

Il mondo della moda è sempre più co-creato con gli utenti e
per gli utenti

@womarketing

I contenuti provengono allo stesso tempo dal brand e
da parti indipendenti, come blogger, celebrità,
ambassadors, o utenti in generale. La “co-creatione” è
un processo che influenza i contenuti generati dal
brand attraverso le conversazioni che provengono da
gruppi o individui. Attraverso questa prospettiva le
parti esterne possono offrire un livello di autenticità e
“valiazione” che la marca sola non saprebbe
apportare.

Via Fashioncollective.com © 90:10 Group - CONFIDENZIALE -
@womarketing

INSIGHT
Ascolto delle conversazioni e gestione degli insight ai fini dell’innovazione

@womarketing

OFFICIAL ENGAGEMENT
Alto livello di controllo; il brand decide la partnership con un uno o più
influencer

INSIGHT

@womarketing

STRUCTURED OUTREACH
Gli utenti possono partecipare ma il brand ha l’ultima parola o mantiene il
cotrollo sull’iniziativa via delle guidelines

OFFICIAL ENGAGEMENT
influencer

INSIGHT

@womarketing

FULL TRASPARENCY
Basso controllo: il brand produce contenuti con i consumatori. Questi possono
commentare liberamente

STRUCTURED OUTREACH
Gli utenti possono partecipare ma il brand ha l’ultima parola o mantiene il
cotrollo sull’iniziativa via delle guidelines

OFFICIAL ENGAGEMENT
influencer

INSIGHT

@womarketing

Case | Insight

"The comments from my customers
have shaped the way I design my
headbands, and even the way I've set
prices," she says. "I have lowered and
raised my prices based on customer
feedback.“

@womarketing

Case | Officially Engagement

Involve officially blogger and urban influencers

@womarketing

Case | Structured Outreach

@womarketing

Case | Full Trasparency | Burberry – The Art Of Trench

Problematica:

Burberry un brand con un ottima reputazione è
tuttavia visto sempre di più come un’azienda che ha
fatto la storia della moda, ma non proiettata nel
futuro.

Idea:
Far trasparire la capacità della marca di essere allo
stesso tempo vntage e proiettata nel futuro. Creare un
“documentario vivente” di come le persone vestono
Burberry nella vita quotidiana.

Outreach:
Fotografi professionisti, blogger rispettati (The
sartorialist), utenti, consumatori.

@womarketing

Case | Burberry – The Art Of Trench | Risultati

Risultati:

La campagna ha dato la possibilità al brand non solo
di creare un esperienza digitale avvicinando così
anche il mondo dei giovani, ma soprattutto una tattica
che gli consente oggi di portare avanti una strategia a
lungo termine e di tipo conversazionale.

7 Mil visitors
It is now a brand that may represent tradition and
vintage British styling

@womarketing

•Lots of RT’s and @replies
and Tweet Pics
• Very conversational
•Asking questions to users not
just broadcasting info
• Although no team members
mentioned

@womarketing

•Stella McCartney whilst
with the most prolific
tweets per day 5.2 most
were filling noise and
wouldn’t inspire
conversation
• Good use of Tweet
Pic, the occasional RT
•But it is Listed once
again with them having
the 2nd highest number

@womarketing

Levi Guy
•A grad interested in
social media.
•Good use of #hashtags,
@replies and RTs but
relatively low following
and poor reach
• Much better as an
exclusive brand / team
effort

@womarketing

•H&M’s Facebook Page is more
for customer service
•So it had the highest number of
posts but most were comments
in response to others comments

@womarketing

• Loads of Rich media in stream, that gets
shared /’Liked’ a lot
• Live Facebook Streaming Events
• Good link through and up with other
environments

@womarketing

Levis UK
• More lifestyle focused (music)
• 1-in-3 music related
• Raw video files dumped on
Facebook (no sharable maybe -
rights related)
• Low number of comments
although high number of Likes

@womarketing

A lot of brand are working for Digital PR and
communication campaigns with awareness and
marketing objectives

Looks amazing !!!

But do they working for long term marketing
relationship and business purposes?

@womarketing

This is enouth?

Buzz = Influence?

Good reach not means good
engagement!

@womarketing

Social Media Audit

Data Audit Operations Audit Asset Audit

Data Archive Audit Crisis Management Audit Website Audit

Data Gap Analysis Sales / Acquisitions Audit Content Audit

Data ROI Audit Customer Services Audit Social Profiles Audit

Data Source Analysis Advocate Engagement Audit Official Communities Audit

 Unified / Converged
 Engagement Guidelines
Presence
 Data Reporting  Escalation protocol
 Improved User Experience
Standardisation  Improved Customer
 Improved Platform
 Improved Data ROI Satisfaction
Effectiveness
 Improved Data Flow  More efficient response
 Reduced post campaign
 Improved Customer Insights management
waste
 Improved Market Insights  Departmental and supplier
 Greater ROI on Media
alignment
Spend
@womarketing

High reach

Low High
engagement engagement

Low reach
@womarketing

THANKS

Andrea Colaianni
Social Media Consultant 90:10 France e Italia

andrea@ninety10group.com
@ninety10group & @womarketing

Fashion Co-creation Case History

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