How Premium Fashion Brands Are Maximizing Their Social Media ROI Social media and digital technology have forever changed the retail industry. In 2011, brands and retailers have reached a tipping point, digital innovations have decentralized commerce, and real-time consumer demand for designer merchandise has forever changed retail production cycles. Many fashion brands, mocked for their inability to move with the web because of a fear of accessibility, are no longer fighting the flow. Through their embrace of social media and social commerce, fashion brands are now innovating and profiting from their online marketing strategies. Luxury and premium brands are starting to lead the way for all retailers looking to connect with their customers and build online revenue channels.
Magazine Keizo Shimizu by Megumi Sakaguchi Mark Borthwick by Dave Potes Buy online INVENTORY Volume 04 Number 08 Spring-Summer 2013 FEATURES Gottlund Verlag Cone Mills Raif Adelberg RECOLLECTIONS Keizo Shimizu LUMINARIES Mark Borthwick navigation Woman Spring/Summer 14 Man Jil Sander Navy Newsletter Gucci Official Site – Founded in Florence, Italy in 1921 Fashion Brands, Social Media and Real Time Live Streaming «FMM Alexander McQueen A few announcements in the past couple of weeks have made me ponder the place that real-time social media plays in fashion events. During Toronto Fashion Week, all social media was forbidden during events and shows; organizers blamed weak ticket sales for this shortsighted decision. The media (traditional and “new”) and readers agreed that wasn’t the way to go and some critics even went as far as to say it set the industry back several years. As we discussed in “Fashionably Late to the Party“, it’s only to a brand’s, retailer’s or event’s advantage to leverage the power and the speed with which information is spread across social networks.
Вышел новый литературный журнал «Носорог» - Афиша-Воздух В Москве появился новый литературный журнал под названием «Носорог». Его создатели — журналистка Катя Морозова, литературный критик газеты «Коммерсант Weekend» Игорь Гулин и дизайнер Port Magazine Кирилл Глущенко. Как рассказала «Воздуху» Катя Морозова, главным образом в «Носороге» будет печататься художественная литература и совсем не будет критики и нон-фикшна. «В фокусе — современная проза и современная поэзия. Хотим опровергнуть расхожее мнение, что ни того ни другого сейчас толком не существует», — объясняет она. China Slowdown Reveals Luxury’s Online Shortcomings, Study Says BEIJING, China — Last month’s yuan devaluation dealt a blow to luxury-goods makers, and those that fail to become more Web- savvy risk further damage to their business, according to a report published Thursday. From e-mails to e-commerce, expensive brands generally fall short of customer expectations online, said Isabelle Harvie- Watt, head of Luxhub, the fashion unit of advertising company Havas SA that produced the report on how the wealthy shop. With the Web playing a part in more than 40 percent of purchases, deficiencies there equate to missed sales, she said.
Placing Sustainability at the Heart of Kering PARIS, France — Sustainability is embedded in the very concept of luxury. A cornerstone of luxury is the long-lasting endurance of an item. And if one of the key roles of our industry is to beautify the world, we have no greater responsibility than to do so ethically and sustainably. Visual Supply Co Love in desolation The New York Times — Community Journals My Americans The flexibility of digital content has opened up the possibilities of ongoing editing Radiohead wiped out its entire online presence only to debut a new single a couple of days later. DKNY erased both its Instagram and Twitter history as the fashion house headed into a new creative direction. In the wake of Hedi Slimane’s departure, Yves Saint Laurent deleted all posts from its Instagram account save for one photo of incoming creative director Anthony Vaccarello. Because the flexibility of digital content allows for ongoing editing, brands of all stripes – spanning from musicians to fashion labels – are increasingly using their online presences to reflect big changes and reinvention by wiping the slate clean. It’s not surprising, though, considering that tech savvy customers are becoming more reliant on a company’s website and social media channels as credible sources of information. But are there potential pitfalls for making such a drastic move, or does it actually work when ushering in a new era for a brand?
Luxury brands tap into social media to reach Chinese customer Luxury brands have hit some bumps on the road to expanding their sales in China, so many are coming up with new ways to reach their customers, especially younger ones, by opening up more social media accounts. CCTV’s Hu Xiaocen reports. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media. The pages have information about the brand’s latest products, their culture, and sometimes even personal tailoring services. Just a few days ago, Dior, for example, offered a limited edition of a personally tailored bag online, just in time for Chinese Valentine’s Day. It sold out in one day.