Creating digital presence for fashion brands by Maverick.Digital
Text of Fashionably Social
Fashionably SocialCreating digital presence forfashion
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
Building BlocksTop 8 Tips forcreating digitalpresence for
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.
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
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.
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.
Tip 5: Encourage Sharing Dont 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.
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.
Tip 7: Dont 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 Asoss fashion finder. Alternatively use the tools
available online. Like Bergdorf Goodman using Polyvores mini
interface on their Facebook page.
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. Dont be a
copycat, but also dont 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 doesnt work for
Summary: Keywords for success online Social integration
Responsive design Portability Availability Search optimised
Friendly Creative Exclusive Trendsetter Participator
Social FashionTop social networks to meetconsumers and
As the ultimate social network globally, Facebook presence is
almost as important as a website for a fashion brand.Facebook 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
From announcing new products to providing links to exclusive
content, fashion brands found many creative waysTwitter 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
As the 2nd most popular search engine, YouTube is a fantastic
platform for fashion brands.YouTube 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.
Pinterest is probably the most talked about social network
these days.Pinterest 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
Thousands of fashion bloggers are using the microblogging
platform to share their likes with the onlineTumblr 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.
Mix and Match your outfits, create a style collage and
share.Polyvore 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 Polyvores open analytics
interface. They also provide a newsletter to retailers so they can
follow trending items on their collections:
Ones to watchNew start-upspromising to changethe lifestyle
Concept: Pin the things you want to buy. Discover the best
products through your community. Follow your favouriteSvpply
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 dont have option to
filter per brand on the main menu.
Concept: Follow your favourite brands, bloggers and people.
Discover the items you might like based on brands and itemsLyst 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 dont appear as
attractive as other networks such as Polyvore, summary content
displayed on search is not enough to reflect the users taste as a
result social shopping factor doesnt appear as strong.
Concept: Share the things you love. Decide your portion of the
income to go to you or a charity.Mulu.me 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.
More and more players are coming into social shopping market as
there is definitely a growth opportunityOthers 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
Also trendingOther digital concepts currentlyhot for fashion
Digital Walls: With Tesco Korea and Glamour on LFW 2012, this
new shopping experience is promising for theTrending 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.
Thank youPlease get in touch if you want to discuss howcan we
help to enhance your presence online.Sevil Ozer
[email protected] 7378 6969Visit our website for more