1. Fashionably Social
Creating digital presence for
fashion brands

2. Introduction
 The love between Fashion and Digital has now reached
maturity.
 Fashion brands like Burberry, Asos, Kate Spade, Topshop, Berdorf
Goodman are creating a strong digital presence across channels:
Web, Social, Mobile and creating exclusive digital branded content.
 Especially in social media fashion brands are setting new
benchmarks.
 At a time when social shopping and social aggregation
applications are going from strength to strength, the face of online
fashion retail is changing.
 In this presentation we would like to focus on this hot sector and
share our thoughts on creating an efficient digital presence
across multiple channels.

3. Building Blocks
Top 8 Tips for
creating digital
presence for fashion
brands

4. Tip 1: A website which is socially integrated
 Consumers are more and more sophisticated with the help of social
media.
 They search for a specific trend, even a specific colour on their mind
rather than a specific brand most of the times.
 They look for value, they look for quality but they mostly look for the cool
factor.
 They share with friends, they buy what their friends share.
 They follow celebrities, bloggers, pinboards, lists, style guides and
magazines.
 They are active anytime, anywhere.
 The website of a fashion brand can be the first point to access but with
the help of new social tools it is also the last point of purchase.
 A new generation of fashion website has to be available at every stage on
users dynamic journey.

5. Tip 2: A good search strategy
 A good search strategy is crucial for reaching consumers covering
strategic keywords for:
– Product category
– Colour grouping
– Latest seasonal fashion trend words
 There are 1 million searches in UK each month for clothing-related terms.
 ASOS dominate the market when it comes to visibility, while New Look
have the best product keyword visibility score.
 15/35 advertisers run out of PPC budget before the end of each day.
 Social sharing can create links for fashion retailers.
 Social media optimisation is key for increasing rankings in organic search.
Source: Epiphany Fashion Report 2012

6. Tip 3: Ready for mobile
 Consumers search for products and share about products
anytime, anywhere.
 A fashion retailer website should be responsive to mobile devices.
 Ideally a specific multi-touch and gesture interface for iPad and Android
tablet devices is suggested.
 Contextual menus, and simplified content are crucial for small screen
smart phones.

7. Tip 4: Differentiate with content
 Create exclusive online products, competitions and content for extra
impact.
 Viral videos, look books, catwalk streaming are still strong.
 Celebrity endorsements are also creating extra buzz online.
 Provide white background, clean product images. So when images of
your products shared on other platforms they still look good and
attractive. Consumers love to pin images of their favourite clothes or
share on Facebook with their friends.

8. Tip 5: Encourage Sharing
 Don’t limit yourself to Facebook, include Pinterest, Polyvore, Google+ on
your product pages.
 Encourage customers to share their purchase after they complete their
transaction.
 Keep in touch with the actual customers on social platforms, turn them
into advocates.
 Follow up-and-coming social shopping, social curating sites. Integrate
with them quickly to have a better visibility in a growing network.

9. Tip 6: Collaborate
 Fashion bloggers have their own community, using social search
tools, creating their own influence on trends and as a result have a strong
impact on shopping decisions.
 Getting the most influential bloggers in your market onboard for seasonal
activities, new product launches, even creating collaborative collections
are a good way to reach an interest group.
 Follow the footsteps of Burberry, Topshop and Aldo.

10. Tip 7: Don’t just create, curate!
 Curation is the new search for fashion. Especially for female
audiences, clothes shopping is no longer based on needs. It is an
emotional experience, a way to express oneself.
 Highlight lifestyle aspects of your products. Use new generation start-up
social shopping tools to create better visibility for your product.
 Provide tools for consumers to show their taste. Like Asos’s fashion
finder.
 Alternatively use the tools available online. Like Bergdorf Goodman using
Polyvore’s mini interface on their Facebook page.

11. Tip 8: Catch the trend quickly
 As a fashion brand, you are expected to be the “trendsetter”.
 If animated gifs are popular again, try to integrate them into your
campaign quickly.
 Don’t be a copycat, but also don’t miss the voice of the consumer. If they
want you to be on Pinterest, be there.
 Try and test new platforms and continuously evaluate their impact. Move
on if it doesn’t work for you.

12. Summary: Keywords for success online
 Social integration
 Responsive design
 Portability
 Availability
 Search optimised
 Friendly
 Creative
 Exclusive
 Trendsetter
 Participator

13. Social Fashion
Top social networks to meet
consumers and fans

14. Facebook
 As the ultimate social network
globally, Facebook presence is almost as
important as a website for a fashion brand.
 While users spend more and more time on
Facebook communicating with friends and
networks, brands have so many different
opportunities to create strong interactions
with them on this platform.
 From F-Commerce to integration with
other social networks like
Instagram, social games to creating
exclusive applications Facebook is a main
destination for fashion brands.
 Facebook activities now came to a
maturity level and brands are looking for
different engagement methods rather than
daily conversations.
 The Facebook page of the year in
2012, Bergdorf Goodman is a good
example for this new type of engagement.
They have integrated social platforms
Polyvore and Instagram with specific apps
into their Facebook platform.

15. Twitter
 From announcing new products to
providing links to exclusive
content, fashion brands found many
creative ways to use Twitter.
 As well as big fashion houses, high street
fashion retailers also have their close
followers.
 It is an instant news spreading and
communicating mechanism for any brand.
 Burberry is creating some benchmark
campaigns on Twitter. During 2012
LFW, Burberry shared exclusive Animated
GIFS via Twitter (and as images on
Instagram) before the models hit the
runway, allowing followers to view the
collection moments before anyone else.
As a result #Burberry trended globally (for
the second season in a row with its
womenswear show) and Burberry has a
combined following of over 860,000 on
Twitter, making it the most followed luxury
brand on Twitter.

16. YouTube
 As the 2nd most popular search
engine, YouTube is a fantastic platform
for fashion brands.
 In a visual industry, the value of strong
moving imagery is extremely high.
 In addition to sharing catwalk shows and
TV style adverts brands can also use
YouTube as a way of showcasing trends
and as an influencing mechanism.

17. Pinterest
 Pinterest is probably the most talked
about social network these days.
 With high engagement
numbers, impressive link generating
figures and a heavily female biased
userbase it is a very promising platform
for fashion brands.
 Brands like Burberry, Asos, Guess and
DKNY already using this platform
creatively to connect with their fan base.
 Pinterest is creating efficient results
especially when aiming to create the
lifestyle aspect around a brand and
connecting with the consumer on
emotional levels.

18. Tumblr
 Thousands of fashion bloggers are
using the microblogging platform to
share their likes with the online
community.
 Tumblr encourages fashion engagement
with its brand by sponsoring leading
bloggers to visit New York Fashion week
for the past 2 years.
 Especially with easy Instagram
integration, this platform became the
choice of photo bloggers.
 Brands like Topshop, McQ by Alexander
McQueen are also running their own
Tumblr blogs with unique content to this
platform.

19. Polyvore
 Mix and Match your outfits, create a
style collage and share.
 By allowing consumers to create their
own fashionable looking magazine
spreads, Polyvore differentiates itself
from many other social shopping / social
curation platforms.
 Polyvore allows users to create and
share their own collections, which are all
linked to actual retailers’ websites. Users
can also search for products based on
price and popularity.
 The most valuable part for fashion
retailers is Polyvore’s open analytics
interface. They also provide a newsletter
to retailers so they can follow trending
items on their collections:
http://www.polyvore.com/cgi/analytics

20. Ones to watch
New start-ups
promising to change
the lifestyle shopping
experience

21. Svpply
 Concept: Pin the things you want to
buy. Discover the best products through
your community. Follow your favourite
curators and shops.
 Pros: Seen as the main competitor to
Pinterest. Currently 850,000 products
are hand-selected by Svpply community.
Users can follow a shop which is
currently aggregated from community
selections.
 Cons: Still a relatively small community.
Brands are given an option to manage
their shops but the functionality is not
identified clearly. Users don’t have
option to filter per brand on the main
menu.

22. Lyst
 Concept: Follow your favourite
brands, bloggers and people. Discover the
items you might like based on brands and
items you follow. Lyst also sends a sales
alert for the specific items on a users list.
 Pros: Very dynamic search interface
allows user to have an online shop
experience. Connected to all major
highstreet and luxury brands’ online
shops. Provides a seamless journey for
shopping displaying actual sales price and
stock levels. Encourages social sharing in
other networks including Facebook, Twitter
and Pinterest.
 Cons: Collections from other users don’t
appear as attractive as other networks
such as Polyvore, summary content
displayed on search is not enough to
reflect the user’s taste as a result social
shopping factor doesn’t appear as strong.

23. Mulu.me
 Concept: Share the things you love.
Decide your portion of the income to go
to you or a charity.
 Pros: You can curate and earn money
or your pinboard actually can help for a
good cause. It is promising to grow and
already got the attention of some
famous fashion designers like Elie
Tahari, fashion bloggers like Go Fug
Yourself and Hollywood stars.
 Cons: It is a brand new site launched in
December 2011. Still a small amount of
users, so it will take some time to create
real impact for the brands.

24. Others
 More and more players are coming
into social shopping market as there
is definitely a growth opportunity
here.
 Below is a collection of these sites which
we believe are worth following:
– Weheartit.com
– Dailylook.com
– Looklet.com
– Lookbook.nu
– Buyosphere.com
– Discoveredd.com
– Nuji.com
– Olioboard.com
– Getvega.com
– Styloko.com

25. Also trending
Other digital concepts currently
hot for fashion retail

26. Trending
 Digital Walls: With Tesco Korea and
Glamour on LFW 2012, this new
shopping experience is promising for the
retail brands.
 Augmented Reality: Trying a dress at
home or without a need to change is a
promising idea for fashion retailers.
There are already good working
examples, the latest by Selfridges in UK.
 Live Streaming: Luxury fashion brands
like Burberry using live streaming
mechanics in addition to YouTube to
benefit from the power of video sharing.
The LFW 2012 several shows were
streamed live and also on digital
screens in town.

27. Thank you
Please get in touch if you want to discuss how
can we help to enhance your presence online.
Sevil Ozer Crespo
sevil@mavad.co.uk
020 7378 6969
Visit our website for more information.
www.mavdig.co.uk