1.
FashionRetail:
TheData-
Driven
Approachto
Makingthe
MostofSocial
Media
White Paper
Transforming Passion into Excellence
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2.
The Internet and social media have
revolutionized the way that consumers interact
with fashion, as they have more access to
information and personal recommendations
about new trends and products than ever
before. Moreover, online retail is booming,
as online retail sales account for billions in
revenue every single year. No fashion brand
can avoid the important task of establishing
long-lasting relationships online, where
the customers are, through engaging and
innovative digital content. While fashion used to
Executive Summary
Today’smost
successful
brandsleverage
thepowerof
socialmediato
givelifeanda
personalized
touchtotheir
interactionswith
shoppers
have an exclusive element, thanks to the digital
era, customers truly feel entitled to sharing the
runway and the latest collections with their
favorite designers and brands.
Today’smostsuccessfulbrandsleveragethepower
ofsocialmediatogivelifeandapersonalizedtouch
totheirinteractionswithshoppers.Butatrulygreat
campaignisimpossiblewithoutadeepanalysis
ofhowshoppersarefeeling,whatshoppersfeel
aboutabrandandproducts,andhowhappythey
arewithpurchases(andwhy).
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Transforming Passion into Excellence
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Transforming Passion into Excellence
Fashion Retail:The Data-Driven Approach to Making the Most of Social Media White Paper

3.
Customers are Individuals-Social Media Helps Brands Stay On Trend
Many companies agree that the future of sales will
be influenced heavily by the internet. The total
revenue from global e-retail sales was $1.67 trillion
in 2015 and is expected to rise to over $3 trillion by
2018. This increase has been led by multinational
companies that are expanding into new markets
through e-retail¹.
The online retail industry brings in around $350
billion every year. Finding the right products and
comparing prices and options has never been
easier, with channels like Facebook™, YouTube™
and Pinterest™. In fact, 64% of social shoppers
turn to message boards or blogs before making a
purchase, and 42% of the 18-29 age bracket are
inspired by Instagram™ in at least one fashion
category. Furthermore, 22% of direct social to sale
purchases happen on Facebook™².
It is time that fashion brands listen to the noise
that their consumers are making on social media,
because fashion is no longer an exclusive industry
ruled by a selective elite.
1. Statista: Global retail e-commerce sales, 2014-2018. 2. Statista: Global retail e-commerce sales, 2014-2018
64%
of social shoppers turn to
message boards or blogs
before making a purchase
ofthe18-29age
bracketareinspired
byInstagram™ in
atleastonefashion
category
42% 22%
of direct social to sale
purchases happen on
Facebook™
Fashion Retail:The Data-Driven Approach to Making the Most of Social Media
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White Paper
Transforming Passion into Excellence

4.
The Fashion Week Formula: Outdated and Lacking Immediacy
What was the
impact of this
reinvention of
the runway 80,950
149,280
87,650
mentions
mentions
mentions
Many top brands have used smaller, exclusive fashion
weeks as a showcase of their newest collections and a
way to mold brand identity. However, the digital fashion
audience wants real-time opportunities. They do not
want a sneak peek of clothing they will not be able to
purchase for months.
A number of brands have made good progress
connecting with consumers. Burberry™ for example,
abandoned the concept of a “spring” and “fall”
collection and launched a single, seasonless collection
instead. The brand made sure to adapt the timelines so
that all clothes would be immediately available upon
release, as well3. Designer Tom Ford cancelled his New
York Fashion Week show and decided to present an in-
season collection for autumn and winter 20164.
Fashion calendars need to adapt to the social media era
and offer seasonless collections available for purchase
the moment they are available for the public. Marketing
efforts need to target the public instead of a small,
exclusive group of fashion elite. Brands will only leverage
the power of social media if they involve their customers
and make them feel like they are participating in setting
and evolving fashion trends.
3. Reuters 2016 – Burberry sparks ‘see now, buy now’ debate at London Fashion Week 4. Vogue 2016 - Burberry and Tom Ford Both Announce See Now, Buy Now Collections for September
Burberry™ announces a
See Now, Buy Now System
for new collections
Recap on New
York Fashion Week™
10-18 Feb
Burberry™
seasonless show
Burberry™
NYFW™
Transforming Passion into Excellence
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Fashion Retail:The Data-Driven Approach to Making the Most of Social Media

5.
On Facebook™, brands should be
sure to include “Buy Now” buttons
and create giveaways and discount
codes as part of regular content.
It is easy to keep response times
low on this channel, leading to
high resolution rates of customer
service issues. While influencers use
Facebook™ pages, this platform is
not usually where they distribute
their core content.
The same is true of Twitter™, where
customers and influencers are
increasingly vocal about their favorite
brands and products. Twitter™ is also
a customer service tool that brands can
use to resolve potential crises before
they start. Pinterest™, while not the
most popular customer service channel,
is where fashion lovers unite to share
photos of their favorite looks. Brands
can create mood boards based on recent
collections and brand identity, and share
photos of products with a direct link to
online stores where shoppers can buy.
YouTube™ is another great tool for
creating engaging and personalized
fashion/related content. Brands can
create engaging and creative video
material to feature new campaigns
or create short audiovisual clips with
popular fashion personalities and
content that is relevant to target
audiences.
Instagram™, however, is an
extremely powerful tool for
influencers.
Top brands identify influencers and
organize sponsorship agreements,
paid ads, and other collaborative
activity online. Instagram™ is also
a powerful tool for those who buy
the products brands sell. Customers
love posting selfies or photos of
their most recent purchases. Smart
brands encourage this type of
sharing.
Social Media Gives Brands and
Customers a Voice
Buy Now!
A key element of successful fashion brands today is the formation of campaigns that
feel personal. The best brands will make use of both social media channels and
relevant influencers to convert marketing efforts into sales.
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Fashion Retail:The Data-Driven Approach to Making the Most of Social Media

6.
Buzz Monitoring Solutions for Data-Driven Campaigns
A few of the world’s top fashion brands have set
high standards for adapting to the new digital
landscape. H&M’s™ #Covered or #Uncovered
campaign engaged fans on Facebook™,
YouTube™ and Twitter™ for a chance to win a
meet-and-greet with David Beckham. Similarly,
Michael Kors’™ #JetSetSelma campaign invited
fans to submit pictures with their Michael Kors™
Selma bag on Instagram™ for the chance to win a
new Selma bag⁵. The campaign resulted in a 2.6x
increase in visits to the Jetset collection online,
as 200,000 people visited the site over the course
of 30 days.
Influencers can also show brands how to turn
creative digital content and campaigns into
revenue. Chiara Ferragni, an Italian fashion
blogger known as “The Blonde Salad,” started
her blog five years ago and has already amassed
5.5 million followers on Instagram™. Zoe Sugg,
or “Zoella,” is a fashion YouTuber with 10 million
subscribers. In six years, she has made a million
dollars and broken records for first week book
sales. These personalities are successful because
they are real people who project an image that
people identify with.
5. Valiram - Michael Kors™Launches #JetSetSelma, A Fan-Inspired Digital Initiative
Michael Kors™
Selma Bag
#JetSetSelma
3.8m
customers engaged
using the hashtag
2.6x
increase in visits to the
Jetset colleciton online
11:1
75% of sales increase
in featured products
online during the
campaign
ROI ratio
200kpeople visited the site over the
course of 30 days
A few of the world’s top
fashion brands have
set high standards for
adapting to the new
digital landscape
H&M’s™
#Cover
#Uncovered
1.9m
media impressions
within a month
2.3m
Youtube™ views
6%
Increase in national
brand awareness
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Transforming Passion into Excellence
Fashion Retail:The Data-Driven Approach to Making the Most of Social Media White Paper

7.
Brands should experiment with different types
of campaigns and channels to find out what
works best for them. There is a great deal of data
about how consumers shop and what motivates
them to purchase. Teleperformance designed the
e-Performance Solution to help fashion brands
increase revenue and revamp brand image and
awareness through data-driven analysis, engagement
and processes.
Buzz Monitoring is one of the e-Performance products
that helps with everything from tracking marketing
campaigns and monitoring competition to helping
brands understand which channels will help them
form stronger, loyal relationships with customers. We
help our customers manage trouble spots, detecting
compliance and customer crises as they happen, to
minimize impact and identify solutions for the most
common customer service complaints.
We work with fashion brands to identify the
appropriate influencers to position well with target
audiences, and assist them in setting up direct
selling and campaigns that don’t only reach their
masses of loyal followers, but also increase sales.
We follow what topics and trends are generating
discussion by word of mouth, monitor the
competition’s marketing, commercial and strategic
moves, and track how shoppers, the media and
employees are reacting to them.
Since understanding customer behavior is key, we
determine which channels are preferred and hours
customers are most active on social media, and
provide other tools that optimize the resources that
social media affords brands. We also conduct surveys
to gain insight into the way shoppers think and how
consumers feel about their products and improve
customer satisfaction.
This solution helps brands not only filter through the
large amount of data accessible online and keep up
with the latest trends in the industry, but also leads to
increased revenue in the long-term.
We work with fashion
brands to identify the
appropriate influencers to
position well with target
audiences, and assist them
in setting up direct selling
and campaigns that don’t
only reach their masses
of loyal followers, but also
turn them into sales
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White Paper
Transforming Passion into Excellence
Fashion Retail:The Data-Driven Approach to Making the Most of Social Media White Paper
7

8.
Fashion Evolves, and So Should
Your Engagement Strategies
Fashion brands need to create the right social media
strategy. They must provide their goods immediately,
engage customers directly on social media, and tap
influencers who have a large reach. Most of all, they
should maintain awareness of how their brand is
perceived on social media.
People have no patience for anything that they
cannot consume immediately. They want to see their
favorite styles on the social networks they use every
day. The fashion industry should create targeted and
informed marketing campaigns using real, solid data
and the best tools in order to craft effective and
cost-efficient digital engagement strategies.
Transforming Passion into Excellence
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White PaperFashion Retail:The Data-Driven Approach to Making the Most of Social Media

9.
AboutTeleperformance
Worldwide Leader in Omnichannel Customer Experience
We are a people company with a people-centric strategy, interacting with people all over the
world. It’s all about people. They are part of who we are and what we do. We analyze their
behaviors. We understand their wants and needs. That’s why we deliver outstanding customer
experiences through integrated omnichannel solutions to enhance customer experience results for
our clients.
Transforming Passion into Excellence
9Transforming Passion into Excellence
9
About
e-Performance
Our e-Performance solution is specialized in helping you develop effective social media strategies. We
believe that social media marketing goes way beyond brand awareness. It has the potential to be a
powerful customer experience tool that allows you to better understand your customers and to connect
with them in meaningful ways.
We transform word of mouth data into insights by creating strategic reports and daily alerts about risks
and opportunities with our Buzz Monitoring solution. We also empower each social media interaction with
customers to be an outstanding experience by leveraging our Engage, Moderation and Involve solution.

10.
Transforming Passion into Excellence
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