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. Fashion Brands and Social Commerce In order to understand just how far fashion has come in the past few years, I spoke with James Gardner , CEO of CreateTheGroup , a New York-based digital firm that has established itself as a leader and pioneer in the fashion and luxury retail segments. Online shopping is becoming a socially connected event. Fashion Brands Seek New Technologies Luxury Retailers Adopt Private Sale Site Models
Luxury Brands Using Social Media Marketing Online «FMM Louis Vuitton - Ad Campaign How Should Luxury Brands Engage in Social Media? This past week, Women’s Wear Daily released an extensive recap of the WWD Luxury Forum. Ogilvy Digital 360′s Rohit Bhargava and Forrester Research Analyst Jeremiah Owyang recently compiled better practice recommendations for luxury brands venturing into the social media arena. Can luxury retailers venture into social marketing without losing their prestige, aspirational values and sophistication? “Luxury brands are the IDEAL brands to be using social media and that social networking, microblogging and online content creation represent big opportunities for these brands to really stand out, improve their customer loyalty, drive sales and, in fact, maintain the image they have worked hard to create for their brands”, says Bhargava. In order for luxury brands to distinguish themselves diluting their brand, Owyang suggests that luxury brands: 1. 2. 3. Fashism.com 4. 5.
China Slowdown Reveals Luxury’s Online Shortcomings, Study Says | News & Analysis 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. Before China devalued the yuan on Aug. 11, that didn’t really matter. Double-digit growth in the country swelled revenue at companies from LVMH Moet Hennessy Louis Vuitton SE to Gucci-owner Kering SA. As luxury sales fall in China and the currency adjustment sparks concern that the world’s second- largest economy may be in worse shape than previously thought, “it’s crunch time” for luxury brands online, said Harvie-Watt.
Future Of Fashion: Technology On The Catwalk By Tom Cheshire, Technology Correspondent One thing never goes out of fashion: talking about wearable technology at London Fashion Week. The jamboree shows up twice a year and technology is always at the forefront - whether it's Burberry live streaming their shows, or exotic LED dresses. Problem is that wearable technology has never been very wearable, nor very technological. Is this year any different? Well, perhaps we’re seeing wearable technology disappear, finally. Lauren Bowker is the founder of The Unseen, a label that uses advanced materials to visualise 'unseen' things like digital data. A dress designed by CuteCircuit using tech-centric threads The piece itself is closer to a sculpture than anything else, and very subtle. Video: Apple Enters Wearable Tech Market "We're not necessarily interested in implementing wires and lights and going down the wearable computing route. Video: Wearable Tech Data Worries Video: Wearable Tech: Hit Or Miss?
Placing Sustainability at the Heart of Kering | Opinion, #BoF500, Essay | BoF 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. We may have short-term goals, like setting trends or designing new products. But what of our long-term goals? It is essential that we place sustainability at the core of what we do and hold ourselves accountable. In recognition of this, over the last decade, sustainability has become increasingly integrated into businesses across many industries. But let’s be honest. The next step is to set smart targets that can help you measure your progress and then designing the solutions and actions to meet these targets. (L) Stella McCartney (R) Gucci handbag | Source: Courtesy Let’s focus on three of our unique characteristics that we can leverage. Single companies cannot do it alone.
"Technology adds an incredible advantage to fashion design" Fashion and technology: in the first part of a series focusing on designers who are introducing the fashion world to new technologies, Dezeen speaks to architect Julia Körner about how advances in 3D scanning, modelling and printing are creating a "revolution in customised fashion pieces within ready to wear" (+ interview + slideshow). 3D-printed garments have become a common sight on the Haute Couture catwalks of designers like Dutch fashion designer Iris van Herpen. Austrian architect Julia Körner, who collaborated with Van Herpen on these digitally fabricated garments, is now working on transferring the technology used to create the elaborate garments into everyday clothing production as part of what she calls an "exciting moment in fashion design". "Body scanning and 3D-modelling techniques allow you to design towards a perfect fit, and through minimal changes in the code I can create variations of adaptations in the design," she told Dezeen.
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. Nowadays, a well-implemented online strategy can help a brand build a sense of community, ensure customer satisfaction and create a sense of loyalty.
Fashion meets the future as garments go hi-tech Social media users curate the runway at Fyodor Golan's London Fashion Week show An interactive garment created by Nokia Lumias became the world's first interactive smart skirt Celebrities including Alexa Chung and Pixie Geldof whip out their smartphones on the front row at London Fashion Week Apple launched its smart watch in September, allowing users to call and message friends with a click on the device Ralph Lauren's biometric shirt tracks your body's data before sending it to your smartphone Google Glass is often credited as the trailblazer of wearable tech, and the product has since been adopted by designer Diane von Furstenberg Jawbone Up tracks weight and fitness through its wristband and smartphone app, helping to integrate health management into your daily routine Fitbit has proved to be one of the most popular wearable creations, helping to fuse the gap between fashion and technology. Futuristic fashion "We have become better online than in stores.
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. Luxury brands tap into social media to reach Chinese customer 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. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media. Zhu said the way luxury brands are marketing has changed in recent years. Some of the brands even include an online shop in their social media accounts. “I value the quality and service of luxury brands so if I want to buy something, I will go to offline stores. Related April 8, 2016