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#BiteSizedSocial: Successful Social Strategies for Fashion Retailers Nick Caughel Lead Strategist August 28th, 2012 @offerpop #bitesizedsocial

Bite-Sized Social: Successful Social Strategies for Fashion Retailers

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Page 1: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

#BiteSizedSocial: Successful Social Strategies for Fashion Retailers

Nick CaughelLead StrategistAugust 28th, 2012

@offerpop #bitesizedsocial

Page 2: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential2

AGENDA

FEATURED COMPANIES

• RENT THE RUNWAY: ASPIRATIONAL CONTENT

• MODCLOTH: CROWD-SOURCED STYLING

• ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT

• DELIA*S: BEING RELATABLE

• BARNEYS: A FASHION LOVER’S BRAND

BEST PRACTICES FOR FASHION RETAILERS

Page 3: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

RENT THE RUNWAY: ASPIRATIONAL CONTENT

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Rent the Runway gives fashion fans access to high end designer clothes

Uses aspirational imagery that’s in line with audience and product line

Engages fans with insider access to the high fashion world

Page 4: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

RENT THE RUNWAY: ASPIRATIONAL CONTENT

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In this Referral campaign, Rent TheRunway gave away products from OSCAR DE LA RENTA,one of the world's leading fashion designers

10,000+ new fans acquired40,000+ unique visitors15,000+ emails acquired

Page 5: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

MODCLOTH: CROWD-SOURCED STYLING

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ModCloth lets fans be unique. They provide one-of-a-kind clothing.

Encourages fans to share their personal styles on their wall

Built a sub community of fans around products

Gives fans the opportunity to purchase other fans’ designs

Page 6: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

MODCLOTH: CROWD-SOURCED STYLING

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ModCloth selected 30 fan-generated sketches from a previous campaign.

Fans voted for their favorites

Garments will be produced and sold on ModCloth.com

30,000+ unique visitors10,000+ votes12,000+ fans acquired

Page 7: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential7

ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT

Ann Taylor uses Facebook as their fans’ resource for deciding what to wear

Uses wall posts to give styling tips to their fan base

Runs campaigns that feature fans who wear products the best

Page 8: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT

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Ann Taylor ran a sweepstakes where they gave away 10 party perfect cocktail dresses.

25,000+ unique visitors17,000+ emails acquired10,000+ new fans

Page 9: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

DELIA*S: BEING RELATABLE

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dELiA*s is a young women’s clothing line that taps into their fans’ interests

Engages their fans in their environment

Posts about tangentially related topics that resonate with fan base

Page 10: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

DELIA*S: BEING RELATABLE

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Rather than running a simple referral program, they tied it to a band they know their fans love – One Direction.

100,000+ fans acquired

140,000+ emails harvested

450,000+ unique visitors

Page 11: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

BARNEY’S: A FASHION LOVER’S BRAND

Barney’s efforts are product-focused because their audience is very passionate about fashion.

Asks their fans what products they love and why

Runs campaigns that resonate well with a fashion-forward base

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Page 12: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential

BARNEY’S: A FASHION LOVER’S BRAND

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Fans entered for the chance to win a $1,000 Barney’s New York gift card.

68% Conversion Rate4000 Sign ups

Page 13: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential13

OVERALL BEST PRACTICES FOR FASHION RETAIL

No matter your strategy, these best practices apply:

Know your audience• Make sure you’re in line with your fans

Have solid, emotion-invoking content• You want to get a response

Run product-centric campaigns• Include deep links to your website

Provide a means for sharing and encourage it• People define themselves by what they share Have two campaigns running at a time• Stay top of mind

Page 14: Bite-Sized Social: Successful Social Strategies for Fashion Retailers

Offerpop Confidential14

 

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