Fashion & Technology: We belong together

FASHION & DIGITAL CFE Presentation – Laura Tan ©2012 1


HELLO!


1. Get the fundamentals right • 3 principles to remember

2. Then think of digital content as part of your business, not an add-on

• How technology can transform the way you sell your collection

HOW DIGITAL TECHNOLOGY CAN HELP TO GROW YOUR BUSINESS



…BUT BEFORE YOU JUMP IN

Consider:

1. What is your brand essence – how would you describe your brand in one sentence or three words?

2. What is your tone of voice? 3. Who is your brand representative? – which person/group of people will

represent your brand online?


Brand essence:

Everyone’s an athlete

Organise the world’s information

Designed with Japanese principles

Made for all

Who said this? (TOV):

“If someone gives me a to-do list, I say ‘Thank you, this is nice.’ One needs things to throw in the wastebasket.”

GUESS WHO?


IT’S ABOUT BEING EFFECTIVE RATHER THAN EXHAUSTIVE



Be authentic and true to your brand essence. Whatever channel you choose to use, be committed and feed your fans.

1. DON’T BE A FLAKE OR A FAKE



‘The Tautz man has a classic English sensibility mixed with a kind of schoolboy humour; he likes to dress elegantly, but enjoys clothes with wit.’

E.TAUTZ: CONSISTENT VOICE, SELECTIVE CHANNELS

http://www.mrporter.com/stylehelp/videomanual?vid=789233233001


KATE SPADE: EXPERIMENTAL YET COMMITTED


@OSCARPRGIRL :REAL, OPEN, PROLIFIC



STELLA: LACKING PERSONALITY


“A lifestyle channel dedicated to offering a gentleman'stake on world culture”

DUNHILL :SLICK BUT SHALLOW


Choose your channels based on a core consumer need, not because it’s the latest trend.

2. BE CUSTOMER-LED, NOT TECHNOLOGY-LED



NET-A-PORTER KARL CAMPAIGN


TIFFANY’S ENGAGEMENT RING FINDER


STYLE ROOKIE: KNOWS HER AUDIENCE



ZEGNA: HIGH TECH BUT UNUSABLE


Fashion can be funny too.

3. HAVE A SENSE OF HUMOUR


LANVIN A/W CAMPAIGN


WHICH LED TO A SPIN OFF

http://vimeo.com/29112896





A SHOPPABLE EXPERIENCE


SHOP VIA A CHARACTER

http://www.madewell.com/pressplay.jsp



SHOPPABLE WALLS



POWER OF THE CROWD


SHOP WITH FRIENDS, VIRTUALLY


STREET STYLE SHOPPING


CLOTHES TAGGING



Digital contentAccessoriesSkirtsCoats


[email protected]


APPENDIX


A (FAIRLY) SIMPLE BRAND MODEL

Brand TOV/personality - how the brand behaves & speaks

to others

Brand values –the brand’s guiding principles & culture

Brand proof/promise – why the brand is able to deliver

it’s essence

Brand belief - what makes the brand

different in its market place & why it exists

Brand essence – the brand promise expressed in the simplest terms.

The ‘heart & soul’ of the brand.