Digital Killed the Fashion Store

Social Marketing & Fashion

We look at 5 examples of how ecommerce companies are using digital platforms and social marketing to enhance their offering.

Moschino’s ‘Pic Me’

Campaign: Moschino’s ‘pic me’ app encouraged users to upload a photo of themselves, in a Moschino branded Polaroid-style frame. Users can upload personal messages to each photo, and share with friends. They are also able to upload the photo to the Moschino website.

Fans are able to embrace the Moschino brand and send fun content to their friends. They are able to have their photo placed on the Moschino website.

Moschino received strong traffic to their site. Their brand was shared on Facebook creating more fan likes. The brand also received a strong level of PR.

24 Hour Museum

Campaign: Prada hosted a 24 hour museum in Paris to launch the re-opening of it’s Parisian store. To ‘hype’ the night Prada launched a Facebook app to encourage visitors to create their own portrait. Photos were shared and published on Prada’s new site: 24hourmuseum.com

Fans are able to embrace the Prada brand and send fun content to their friends. They are also able to have their photo placed on the Prada website.

Prada were able to build awareness of their 24 hour museum. The museum was used to re launch the Paris store. It was created as one big event which received very strong press attention.

Content Partnerships

Diesel and DKNY have both decided to use bloggers to create content on behalf of their brand. They believe that bloggers can create content for them, not directly from the brand, but supporting and championing the brand. This confirms the thought process content is king!

It’s not just linking with good quality content that is important.

Design and layout of content is ever evolving. We are moving away from a traditional ‘blog homepage’.

Karl Lagerfeld and Net-A-Porter

Campaign: To launch the Karl Lagerfeld range at Net A Porter, an iphone app was created allowing consumers to ‘Karl themselves’. The app contained content, shoppable products and a QR code giveaway that worked with QR codes in pop up stores around the world.

Chloe ‘Karl’s’ herself

Fans are able create and share funny Karl Lagerfeld iconic photos. They can also win prizes and products through the QR codes.

Net A Porter publicise the new KL range. Sell content through the app, and received a large level of press due to the event. The content was very sharable and became viral.

Aldo and Tumblr

Campaign: To attract more followers to the new Aldo Tumblr. They created a competition to reward the ‘next stars of tumblr’. They invited Tumblr bloggers to send short descriptions of their blogs to Aldo. A creative agency would chose their favourite 5, and those 5 would have 5 posts re blogged on the Aldo tumblr. A redesign was made for them worth $1,000. Participants had to follow Aldo first!

Tumblr bloggers were in with a chance of having a redesign of their blog. They also received 5 posts to be reblogged on the Aldo Tumblr.

Aldo had lots of young designers and artists following their new tumblr. They considered it important to have young thought leaders looking at their content to help their content become viral.