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Posts tagged “social media marketing in fashion

Fashion’s Night Out – A Fashion 2.0 Party

You may have noticed that the fashion landscape is all a twitter (no pun intended) about Fashion’s Night Out.  There are social media networks, videos, websites, television, print, an online community, etc. buzzing about Fashion’s Night Out.  Specifically, to coincide with Fashion’s Night Out, there is a CBS Special – “The Making of Fashion’s Night Out, Fashion’s Number One Fan Contest, Fashion’s Night Out: The Show at Lincoln Center with live webcast on CBS.com, charitable endeavors and the QVC-powered, Fashion’s Night Out website.

Fashion’s Night Out 2010 PSA, posted with vodpod

Fashion’s Night Out is really serious about digital media and integrated digital technology.  Their social media strategy incorporates a live webcast, Facebook, Twitter, YouTube, etc.  Through their social networks, fashionistas experience Fashion’s Night Out in a digital environment and find out everything they need to know to become part of fashion’s biggest night.  The integrated marketing strategy for Fashion’s Night Out partners with the city of New York, CBS, QVC, American Vogue, the Council of Fashion Designers of America and NYC & Company.

Visitors to the website are drawn in to the Fashion’s Night Out PSA video (see above) and a live countdown until the start of Fashion’s Night Out 2010.

Website - Fashion's Night Out home page

It all started last year as a way to revive the downbeat economy. Fashion’s Night Out is an initiative to celebrate fashion and boost the retail industry.   It was launched in 2009 by Vogue, the Council of Fashion Designers of America and NYC & Company.

Fashion’s Night Out begins on Friday, September 10. This year’s event kicks off with the largest public fashion show in New York City history at the new Lincoln Center, featuring approximately 200 models, and live webcast on September 7.

CBS will capture the months of intense planning and preparation, then cover the night itself as it unfolds across New York City, the country and the world.   The show will focus on individuals working in the fashion industry for whom the vibrancy of the fashion business is a question of economic survival.

CBS Special

CBS takes viewers behind the scenes of the world’s largest celebration of fashion in a prime time special: FASHION’S NIGHT OUT 2010. The special airs Tuesday, September 14, 10-11pm ET/PT on the CBS Television Network. Top fashion icons, the industry’s most promising new talent and a host of other key players from film, music and modeling are among those to be featured in this prime time special.

CBS website - Fashion's Night Out

CBS website - Fashion's Night Out

Go behind the scenes with US Vogue Editor Anna Wintour as she discusses what’s hot for this fall with her editors and top retail executives from Neiman Marcus and Bergdorf Goodman.

The Fashion Show at Lincoln Center and Live Webcast

Everybody will have a front-row seat at the live, CBS.com webcast on September 7, beginning at 7pm/4pm PT.   André Leon Talley, Vogue editor-at-large, will be the webcast host for a spectacular night – Fashion’s Night Out: The Show.

Strategic Collaborations

City of New York, CBS, QVC, American Vogue, the Council of Fashion Designers of America and NYC & Company.

QVC website - Fashion's Night Out

Charitable Endeavors

A portion of Fashion’s Night Out: The Show ticket sales and proceeds from the sales of the clothing will be donated to the NYC AIDS Fund in the NY Community Trust.  Long and short-sleeve T-shirts, hoodies and tanks are available on the Fashion’s Night Out website.

American Express is sponsoring an exclusive, cardmember-only viewing event and designer discussion due to the sold-out success of Fashion’s Night Out: The Show.

The Fashion Show - Fashion's Night Out

Fashion’s Number One Fan Contest

Besides airing the Fashion’s Night Out special, CBS has launched a nationwide search to find the person worthy of being named Fashion’s Number One Fan. Prizes include: two round-trip airline tickets to New York City; a five-night stay for two at the Mandarin Oriental, New York; two tickets to Fashion’s Night Out: The Show at Lincoln Center on September 7; two tickets to American Idiot on Broadway; a $500 Macy’s electronic gift card, plus an appointment with a Macy’s By Appointment Personal Shopper and more.  The winner will be selected by a panel of experts from CBS, Vogue, the Council of Fashion Designers of America and NYC & Company.

CBS.com website - Fashion's Night Out #1 Fan Contest

The fashion community definitely knows how to throw a party and Fashion’s Night Out is no exception.  Important Fashion 2.0 strategies are to get the buzz going and engage participation.  Social media marketing tactics help to build outposts for interaction across the Internet where passionate Fashion’s Night Out constituencies gather and self-organize.

Facebook - Fashion's Night Out

Facebook - Fashion's Night Out

Promoting the premium content to visitors from Fashion’s Night Out social media channels through free content, video, micro-blogging, blogging, social media and promotion helps to meet Fashion 2.0 objectives.  The goal is to create a buzz, build relationships and show effect wherever the Fashion’s Night Out presence exists.   The buzz, support and leads will ultimately follow.

Twitter - Fashion's Night Out

The excitement surrounding Fashion’s Night Out is producing amazing results, sooner rather than later.  For example tickets to Fashion’s Night Out: The Show on September 7 are sold out.  There are more than 21,000 followers on Twitter, over 36,000 Facebook fans and a worldwide initiative that is sure to spark retail sales as well as the economy.

Fashion 2.0 is the engine driving the train for this spectacular extravaganza – Fashion’s Night Out.  Climb aboard and join the party!


Fashion 2.0 Thought Leaders – Fashion’s Collective

This week 4Fashionistas recognizes Fashion’s Collective as our next social fashion thought leader and its founder/strategist – Elizabeth Schofield as well as digital strategists Tamar Shamir Koifman and Agata Seidel.  Fashion’s Collective is a resource in digital and social media marketing for fashion and luxury brands.

One of my favorite places online for fashion 2.0 vision is Fashion’s Collective.  Visiting the website is like taking a tour of a museum where knowledgeable curators guide you through the collection of brand profiles and fashion 2.0-related articles.  Everywhere visitors to the site can easily navigate the various sections and also share their findings with friends on Twitter and Facebook.

Website - Brand Profiles

I especially enjoyed the Fashion’s Collective, three-part series (The Facebook Dilemma) about Facebook marketing for luxury brands.  Part I discusses whether to use Facebook or not because the audience interacting with a luxury brand does not always align with the brand’s target demographic.   Part II is about being strategic in finding your brand voice, how should the brand interact and determining what is the  actual audience the luxury brand reaches on Facebook.   Part III, the last in the series,  takes luxury brands into thinking long-term and to always have an exit plan.   In addition, Part III in the series encourages luxury brands to decide if  they have the resources in personnel and budget to maintain a social media campaign on Facebook.

Website

The Facebook Dilemma series provides an astute analysis of how luxury brands can strategically approach Facebook and decide if it is a good fit for them.   What I particularly like about Fashion’s Collective is that the marketing insights are also transferable to other industries and disciplines giving social media marketing a try.

Check out the Fashion’s Collective website and CLICK HERE.


Talbots Makeover – You’ve Come A Long Way Baby!

Talbots is not you’re grandmother’s store any more.  This savvy retailer is boldly moving their 63 year-old company ahead on the fashion 2.0 landscape with an updated, e-commerce website, engaging Facebook page and Twitter account.   In addition, Talbots Inc. is now a favorite on Wall Street, thanks to cost cuts and a complex financial arrangement for unloading its enormous debt.

Photo: Talbots

The Company
“The Talbots, Inc. is a multichannel retailer of women’s apparel, shoes and accessories known for modern classic style. Its signature Talbots brand serves a broad diversity of women within the fast-growing 35+ population through an extensive range of styles and sizes. It operates seamlessly across three sales channels – stores, catalog and Internet.”

The Brand
“Talbots is a leading specialty retailer and direct marketer of women’s classic clothing, shoes and accessories. Established in 1947, the company is known for legacy items like the perfect blazer, trustworthy trench, versatile white shirt, ballet flats and pearls, as well as its fine workmanship, gracious service and welcoming red doors. With a nod to tradition infused with modern flair, Talbots offers an array of timeless wardrobe options to flatter women of all shapes and sizes. The Company currently operates stores in 580 locations in 46 states, the District of Columbia, and Canada. Its online shopping site is located at www.talbots.com.”

Photo: Talbots

To solidify its comeback and boost sales, Talbots must complete a merchandise and image makeover that targets younger customers. Rejuvenating a brand that many women think of as perfect for their grandmothers is complicated.  Talbots must make its clothes more youthful without alienating its core customers during the transition as well as persuade a new segment of women in their 30s and 40s to consider shopping there.

Trudy Sullivan, Talbots chief executive, is attempting to refocus on women 35 and older.    She joined the company Fall 2007 and has introduced some younger items, including slim jackets and feminine dresses.  With Sullivan’s help, Talbots is aiming to make their fashions more hip with looks that include a sequin-trimmed sweater and leopard-print-lined black booties. So far, they have had some hits and some misses. For example, last spring, “ethnic” prints in bright colors including orange and lime green did not work for them.  But this fall, a “pant fit initiative” gives customers a $5 gift card for trying on a pair from the new pants styles. The retailer sold 590,000 pairs in nine weeks. In addition,  First Lady Michelle Obama has been spotted numerous times in Talbots clothing.

Dress by Talbots

Judging by the comments to a WSJ article this year in April about the  Talbots image makeover, some of the core customers are not happy with the changes.  Fortunately there were also those that embraced the change, “Classic can mean timeless, not just dowdy and that, I think, is what Talbots is trying to do.”   It’s a catch-22 situation.  “Talbots not only needs to get its core customer spending more, it also needs to get a new customer,” said Roxanne Meyer, executive director of specialty retail at UBS Investment Research.  Only time will tell.

Another effort to refresh their image is making Linda Evangelista the new face of Talbots.   The 44-year-old supermodel and mother was photographed by top photographers Mert Alas and Marcus Piggott for a glossy advertising campaign which will be launched in September.  According to Talbots chief marketing officer, Lori Wagner, “She possesses this timeless yet spontaneous glamour that’s irresistible in our minds.”

It is obvious that social media is an important tactic in Talbots marketing strategy to reposition the brand. There are 4 key steps to success in social media marketing: LISTEN, SEGMENT & TARGET, INTERACT and NOTIFY & SCORE that Talbot incorporated on the way to re-branding.  The following are examples of how they did it:

LISTEN
Talbot listened and aimed to attract younger customers.   According to Kate Goodman, director of e-commerce at Talbots, “Customers are encouraged to share their insights, advice, wisdom, and humor. This platform (“Pearls of Wisdom”) allows our customers to speak freely to us about who they are and what Talbots means to them … This allows us to create a broader, more relevant community by encouraging customers to share emotional experiences — within Talbots.com instead of some third-party site.”

Talbots website

SEGMENT & TARGET
Talbots refocused on women 35 and older, persuading a new segment of women in their 30’s and 40’s to consider shopping there and making their clothes more youthful without alienating their core customers during the transition.

INTERACT

The Talbot website has an engaging, interactive section, “Pearls of Wisdom,” that is powered by the Bazaarvoice social commerce platform.   According to the company, “Pearls of Wisdom: Your Voice” provides Talbots customers with a place to share their stories, opinions, and style.  They are encouraged to address topics close to their hearts, including summer reading lists, embarrassing moments with moms and their absolute worst Valentine’s Day gifts. Topics are promoted by email and Facebook.    Top stories and writers are highlighted on Talbots Facebook fan page.

Talbots Facebook fan page

On the Talbots Facebook page, there is also an interactive Look Book, link to an article in  WWD about Talbots, exclusive offers for fans and a link to find a store near you.

Talbots Look Book on Facebook fan page

NOTIFY & SCORE
The “pant fit initiative” gives customers a $5 gift card for trying on a pair from the new pants styles. The retailer sold 590,000 pairs in nine weeks.  Promoting “Pearl of Wisdom” topics by email, tweets promote what is going on at Talbots and an opportunity to sign-up for email notification about special offers are other ways that Talbots is using social media marketing.

Talbots on Twitter

Talbots was known as the label for suburban moms.  Now, with the repositioning, “Talbots blends equal parts tradition and imagination to surprise and delight with timeless apparel and innovative experiences that women crave.”  I love the new look and their fashion 2.0 achievements.  Creating “Pearls of Wisdom” and promoting it through email and on Facebook is definitely an innovative tactic.

However, Talbots still has work to do. For example, why not include the Facebook and Twitter icons on the website as well as add a YouTube channel featuring runway videos?  These minor adjustments will expand their reach even further among younger women and ultimately take Talbots to the next level of fashion and retail success.

Talbots.com website home page


How To Be A Fashion 2.0 Diva In 6 Easy Steps

The fashion industry is among the last to grasp and embrace web 2.0 – the social web.   Content push, user-created material and connecting people are key elements of web 2.0.   To push content, web 2.0 marketers use blogs, podcasts, webinars and RSS.  Components of user-created material are the forum, wiki, video and user review. Connecting people is the final web 2.0 tool.  This part involves the social network, community, the virtual world and collaboration.

Fashion 2.0 is about the adaptation of web 2.0 tools into the fashion world.  So … where do you begin?  The following are 6 steps that will get you started:

  1. LISTEN

  2. RESEARCH

  3. TARGET

  4. ENGAGE

  5. SHARE

  6. ANALYZE

Keep in mind:

  • Web sites should be usable, useful and desirable

  • Relationships are built on interactions

  • Work towards creating a positive experience

And … voilà,  you’re on your way to becoming an amazing Fashion 2.0 marketing maven!


Fashion 2.0 Thought Leaders: Daria Shualy

This week 4Fashionistas recognizes Daria Shualy as our Fashion 2.0 Thought Leader of the week.  Daria is a “devoted fashionista, thrift shopping addict, web entrepreneur and blogger for HuffPost Style.”

As founder of Sense of Fashion – an online networking community to shop and blog for independent fashion, Daria is out to revolutionize fashion on the web. She’s been a creative director for TV, print and web.  In addition, Daria has made clothes.  She loves snowboarding and classic literature … and likes Lucy from Peanuts.  According to Daria, “She doesn’t want any downs, she wants just ups and ups and ups.”

You can contact Daria Shualy on Sense of Fashionwww.senseofashion.com/daria, on Twitter – twitter.com/darshu and LinkedIn.

The following is an excerpt from one of Daria’s blog post in HuffPost Style:

Daria Shualy: RIP Alexander the Great | February 11, 2010

“I can’t tell you anything about McQueen you don’t already know or can’t read for yourselves. As a lover of indie fashion, I’m usually not that much into high fashion. I love a good runway show as much as the next person, but for the most part it’s people’s personal style and new young talents which fascinate me the most.

Having said that, the thing I do love about high fashion is the extent to which it is art. And in this aspect, for me, no one was more of an artist than Alexander McQueen (Lee McQueen).

And if I had to choose what kind of artist he was, I’d have to say an architect or a painter. And not just any architect or painter – but a ground breaking brilliant one.”

CLICK HERE to read the entire article and Daria’s innovative approach to the subject matter.


Building An E-Commerce Fashion Business

A recent article in The Business of Fashion (BOF) provided a case study about how Company of We built a strong online sales channel.   CLICK HERE to view that article.  Their web site, Facebook page and Twitter account take Company of We to the next level of Fashion 2.0 ferocity.

4Fashionistas is about social media marketing in the fashion industry. The following are tips to move your online, fashion business ahead on the road to becoming fierce in Fashion 2.0:

7 Tips To Becoming Fierce In Fashion 2.0

1. A Consistent Online Brand Identity

Customize your Facebook page, Twitter background, YouTube channel, e-mail messages, etc. to be consistent with the look and feel of your web site.  It will strengthen and enhance your brand message.

2. Engage

Be imaginative, ask questions, monitor conversations and then respond promptly.  You can be the first to answer your own question to get things moving.   As people become interested in the discussion,  everyone will want to give their opinion.

3. Share

Remember social media is not about tooting your own horn. You have to give to get. You cannot provide something of value to others if your top priority is selling more of your product. Approach your online consumers with the attitude that you have something of value to provide, free of charge (i.e., newsletter, whitepaper, promotion). In exchange for that, you hope to build and strengthen relationships. Over time, those relationships, will equal a much higher return on investment than one-time customers.   Finally, offer advice as well as ask questions.

4. Interact

It is very simple to answer questions from customers, potential customers and those that haven’t yet become potential customers. When you respond to questions, you are providing many people with instant gratification. When people interact, they discuss matters that are important to them and topics of interest to them. Many times that includes speaking about products and services that are on the market … including yours.

5. Be Human

Personalize your conversations with people and improvise based on where the conversation takes you.  Speak in the language that people understand.   Sincerely flatter your subscribers, friends and those that leave a comment by responding to them.  This nurtures your growing community.  Actively reach out to people you admire using social media and pay them a compliment by commenting on their blogs, following their tweets, linking to their content, etc.

6. Listen

Listen for and respond to both positive and negative comments.  This multiplies the good vibes around your brand.  Pay attention to what your competitors are doing, which trends are important to follow, which new products and services might help you in your business, what is going on with pricing and of utmost importance … what people are saying about you and your business.  Then talk about what people want to hear.

7. Measure

Each social media community has different types of measurements.  Decide which ones best help you define your success or failure.