Fashion in Social MediaJESSICA CARRIGAN, JULIO CAMPOS, REBECCA FOX & KIRAN RAM

OVERVIEW

Effects of Fashion on the Individual

Helps determine self identity

Self expression

Helps relay a mood

Canvass for displaying interests, opinions, logos brand names

Send a message

Creating Identity

Consider the popular TLC show What Not to Wear

This show is geared towards giving the average women a fashion makeover in order to match her fashion with her personality

Helps find and define her identity

Fashion helps to obtain optimal identity performance in the workplace and in society

Offers fashion tips to help dress different body shapes while wearing clothes that best define you as a person

Identity can be expressed through fashion!

Technology is everywhere in Fashion

Employment research

Trend Research

Reports

Videos, Podcasts, Blog postings

Trend, concept and mood boards

Client presentations

Technology is everywhere in Fashion

Technical Specification sheets

Costing and Markup Sheets

Store Layout and Design

Product Development and Merchandising Database Applications

Virtual Fashion Design and Merchandising

Social Media used in Fashion: Trends

Fashion icons- active users of social media sites such as Facebook, Instagram, Twitter and Tumblr create a platform for exposure of clothing by fashion designers

Live social streams during live streams of runway shows- many designers are adding social media streams to live stream shows to allow others to view the opinions of others

Fashion Apps- can be downloaded to a computer or mobile device to allow one to follow favourite designers, express favourite styles and help find different styles i.e. Lyst (create your own store) Polyvore (internet-based trendboard), VisualRetailing (visual merchandising and retail execution applications)

New York Fashion Week Trends

One study from eBay Deals looked into data from five social networks during NYFW and found more people are using social media for wardrobe advice, inspiration and the latest trends. Top fashion accounts live tweeted from the shows and two brands, Badgley Mischka and Bergdorf Goodman, co-previewed their collections exclusively on Pinterest.

Fashion-related tweets doubled from last year's events

Professional photographers made use of Instagram.

Fashionistas can keep track of events and viral moments through a live feed that curates tweets and pictures from attendees.

Social Media On the Rise: Tweeting Revenue

There has been an astounding 357 % increase in sales from social traffic compared to last year.

91% of e-commerce retailers saw a lift in their SEO rank thanks to social referrals.

Over the period of Jan.- June 2013, social traffic to e-commerce sites has created a revenue increase of 17.8 %

30% of Twitter users begin thinking and tweeting about holiday shopping before October

65% percent of consumers use social media to find the perfect gift for people.

Did you know?

Four in 10 social media users have purchased an item in-store or online after sharing or “liking” on Facebook, Twitter or Pinterest.

Social media drives about equal proportions of online and in-store purchases.

Half of social media-driven purchasing happens within 1 week of sharing, tweeting, liking or favoriting the product.

74 %of consumers rely on their social networks to make purchase decisions.

When it comes to sharing news about their online purchases, 55%of consumers choose Facebook, 22% share on Twitter, 14% on Pinterest and 5% share on Instagram.

Social Media drives traffic to retail sites

Facebook is the leader when it comes to driving social traffic to retail sites (responsible for about 60 %) with Polyvore (20 %) and Pinterest (15 %)

Polyvore drives a higher average order value than Facebook, Pinterest and Twitter combined. Polyvore’s average order value is $383, versus Pinterest’s $199.16, Facebook’s $92.27 and Twitters’s $58.02.

While Twitter and Facebook tend to drive purchases of products people were already researching or considering, Pinterest is more likely to drive spontaneous purchases.

Social-to-store purchases: Trends

When it comes to social-to-store purchase, discount retailers are the most popular location for purchasing:

26% of in-store purchases from Pinterest were at discount retailers vs. 12% at department stores.

43%t of in-store purchase from Facebook were at discount retailers vs. 14 % at department stores.

Twitter and Facebook tend to drive technology-related purchases:

34 % of Twitter-driven purchases and 25 % of Facebook-driven purchases were tech or electronics products

What happens when you “like” or “pin”?

Drive e-commerce to the site, which generates social traffic and exposure

Support local store sales

Potentially increase store sales

Feel a sense of social belonging within the social network

Retailer issues with Social Media

Creating and maintaining loyalty- In order to maintain customer loyalty, retailers and designers must make a conscious effort not to ignore social media communications, and play an active role in engaging their consumers

Social Traffic is meaningful without sales revenue- Social traffic creates exposure, which leads to an increase in sales eventually, but may not occur right away

If you don’t use it, you lose it- once a retailer or designer participates in social media networks and blogs, they must remain active members in order to increase social capital and revenue (social media sells!)

Celebrity Involvement Never Hurts

Fashion shows, designers and products always gain huge exposure with celebrity endorsement

See Taylor Swift Performance at the Victoria Secret Fashion Show

Brings lovers of music, fashion and celebrity into one

https://www.youtube.com/watch?v=tNoRkxCBi6Q

Consider model Cara Delevingne

Supermodel, actress and fashionista

Uses social media to promote her brand which allows paparazzi to repost memes of herself

She also has a video in which she is leading a group of models in Harlem Shake. She was named Model of the Year in 2012.

Uses Twitter, Instagram (over 6 million followers) and Tumblr to display her professional photos

Fashion Icon for Topshop’s Autumn/Winter 2014 collection

Social Media & the Fashion Industry

Mashable.com, 2013

How Social Media bridges the gap

With continuous growth and new innovations it’s easy so say Social Media and Fashion have come a long way in a short period of time

What was once only available to a select class such as the rich and famous, fashion- whether it be high end or a new and upcoming street designer, is now accessible to anyone and everyone

Fashion shows, previews, collections and even interactive discussions are being made available and even incorporating its consumers all thanks to Social Media!

Front Row Seats- Online!

More and more Fashion labels are using social media for not only exposure, but inviting us to have front row seats!

With its high demand, fashion shows from around the world are now accessible to everyone on demand through various social media outlets!

Mashable.com, 2013

Front Row Seats- Online!

Most popular social media sites get involved with fashion week and popular fashion shows, for example:

Pinterest- A popular photo sharing website that uses pictures, videos and inspiration boards to post live coverage

Twitter- Designers, Brands and attendees post tweets of live, up to date footage and information at shows and viewings

(Sendible.com, 2014)

Live Fashion Shows Online

Instagram- Uses pictures and videos to promote inspiration and exposure of designers and brands during and long after fashion shows

Youtube- Brands and Designers can utilize this social media site to stream live coverage of shows and behind the scene action

Check out Burberry’s Fall/Winter 2014 Collection here on Youtube and see for yourself! https://www.youtube.com/watch?v=dL9JVxq6x2M

Live Fashion Shows and #’s

Another way Fashion labels and designers attempt to get their consumers involved and interactive with live shows if through Hashtags (#)

The idea behind this concept is to not only engage the audience but at the same time gain exposure

For example: #FashionWeek2014

Brand Awareness

Fashion and Social Media go hand-in-hand, that’s why fashion brands and retailers have utilized the booming online social media world of over 1 billion users, to gain exposure, interest and overall name for themselves.

More and more new and upcoming labels and designers are fast tracking and obtaining exposure and interest through social media as opposed to the days when it could take years to obtain that kind of recognition.

Econsultancy, 2012

Brand Awareness continued…

For example, Burberry a high end fashion label once known to be untouchable and almost illusive to the every day street shopper, accumulated over 80,000 mentions during a 5-day period of Fashion Week ast year alone.

Many other brands found themselves dominating virtual conversation during fashion week as well thanks to Social Media which in turn drove sales up

This type of exposure online continues to help the fashion industry and to small scale designers thanks to its availability and activity.

#RunwayTrends to #TrendingTopics

Thanks to social media sites such a twitter, Designers and brands are now able to use the site to keep consumers updated about upcoming trends, colours and news about the label.

This type of communication helps high fashion to become more accessible, personable and often works to engage customers and has been proven to enhance a higher brand loyalty among customers.

#RunwayTrends to #TrendingTopics

One example of how this trend works in favour of the fashion lable is Victoria Secret

Victoria’s Secret launched the hashtag (#) #VSteeneybikini on Pinterest , Instagram and Twitter.

VS had approximately 27,000 followers on Pinterest and just over 20,000 of those followers used the #VSteeneybikini and are following the Pinterest board.

Social Media in the Fashion Industry

Here is a great video that explains how the fashion industry uses social media to connect consumer s

http://www.bloomberg.com/video/social-media-in-the-fashion-industry-6A6WWK0cQR~gOjYNP6AmiQ.html

Psfk.com, 2014