social media week london authenticity in fashion social media
DESCRIPTION
Created by Karinna Nobbs [email protected]TRANSCRIPT
Authenticity in Fashion Social Media
September 25th 2012, Hosted by
Agenda
1. Welcome
2. Introduction of Presenters and Panelists
3. Background and Context
4. Case Studies
5. Panel & Audience Discussion
6. Summary
7. Drinks and networking
Background
• Definition: of undisputed origin, not a copy, genuine, real, accurate, reliable, appropriate
• Social media: honest, meaningful, substance
• Environmental uncertainty driving the trend
• Scarcities of Time, Attention and Trust
• Driver of desire for retrobranding and heritage
• Quest for provenance
Context
Benefits: • Emotional connection with stakeholders • Longer relationships • Higher brand loyalty • Increase brand equity Challenges: • Time, attention and trust • Cost • Over- Censorship • Legal environment
Fashion So Me Context
• Made In/Designed In ( Burberry) • CSR (Marks & Spencer) • Design Copyright Issues (Urban Outfitters) • Brand Image changes (GAP, YSL) • Crisis Management (TopShop) • Customer Service (Office) • Fan buying • Crowdsourced competitons/UGC (Gucci,
Burberry) • Blogger outreach & representation (IFB)
Case Study: Honest by
• Launched in 2012
• Premium/Luxury
• Bruno Pieters
• 100% Transparency policy
• Where, how, who and how much is disclosed
• Revolutionary/Disruptive
• “tells the truth”
• Message is communicated through fb, tw, vimeo
Case Study: TopShop
Form
• Behind the Scenes – Facebook 2.7m
• Street Style – Tumblr
• 'Inside-Out' – Blog: Street wear, music, youth culture – Nasir Mazhar
• Twitter: People Behind the Brand
• “Unique”
• Collaborations – JW Anderson, Louise Gray
Strengths
• Consistent across all Channels
• Speed of responsiveness
• Huge content generation
Weaknesses
• Huge company, difficult to show humanity
• Wide target market
Case Study: Vogue
• @CondeElevator Twitter Account: • “Girl 1: She's making me run a
million errands this afternoon. • Girl 2: Oooh, will you bring me an
iced coffee on your way back?” • “[silence] [silence] [silence]
[silence] [silence] [silence] [silence] [silence]
• summer intern: “was that...?” • intern #2: “yeh” #AnnaWintour” • “Authentic, Vintage, Original”
Panel & Audience Discussion
– Karinna Nobbs, Lecturer at London College of Fashion (@karinnanobbs)
– Matteo Montecchi, Lecturer at London College of Fashion (@matteomontecchi)
– Matthew Zorpas, Creative Consultant & Independent Blogger (@matthewzorpas)
– Jonathan Pryce, Digital Consultant & Independent Blogger (@Garconjon)
– Andrea Apella, Deputy General Counsellor and Lecturer at Kings College (@andreaApella)
Summary
BE...
• Yourself
• Human
• Open
• Consistent
• Transparent