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"We find ourselves at home in the language that we speak and share. And I don't simply mean English or Arabic. It's the other language I'm talking about, the one we use to express what is worth doing, knowing, and looking for. This is the language we speak to say where we really belong." !!Paul Chan foreword to H.U. Obrist!(Sharp tounges, loose lips, open eyes, ears to ground – Sternberg Press, 2014)!
Foreword
• Fashion industry is under significant transformation since the recent past.!
• New sales leverages (e-commerce platforms) are expected to become relevant contributors to the business success in short time.!
• New communication channels are playing the leading role (Instagram, Snapchat).!
• Fashion brands are on the quest of a more efficient way to get over the clutter, specifically during the Fashion Shows !
• This transformation is speeded up thanks to Social Media with the arrival of new actors (Fashion bloggers) and the reshaping of established figures (editors, models, celebrity)!
• This brings in the need to reset language, roles and weights in the communication area.!
Foreword
The aim through our effort is to support Fashion companies and designers in creating a more efficient
and effective communication in this fast changing environment.!
Foreword
Photo credit: AEG Production!
We collected the entire range of conversation happened on Twitter and Instagram of the last three seasons fashion shows in New York, London, Milan, Paris.!!More than 10 millions of posts to build a solid database of workable data.!!Catwalks are the momentum of the spreading out to the insiders as well as to larger audience.!!And thank to communication in real time on social media, now Fashion brands do have the opportunity to propose and fix their creations directly in the final consumers mind.!!!
The playground
How this first step of the communication strategy is developed by the Fashion brands and by the communication professionals?!!!To understand it, we have read through the entire repository, then chosen and categorized the main players and territories linked to the Fashion industry.!!For every of these categories, a comprehensive semantic analysis of the published posts and tweets has been the core activity.!!
The activity
Language of the tweets and posts have been analyzed and deconstructed to identify !!
• Market and brand Patterns - post structure, common saying, tech definition!
• Market and brand Peculiarity – words and way of saying recognazible!
• Location peculiarity – distinctive language of the four fashion show locations!
• Bridge to ecommerce platform – comparative analysis of clothes and accessories description during the Fashion Shows and on the ecommerce sites!
The activity
From such an in depth analysis several questions look for an answer and we aim to provide them with.!!
!• Is the language spoken by the actors of the Fashion Shows tuned for such a
competitive environment? !
• Is it semantically fit for marketing goals?!
• Is the online activity delivering towards conversion goals?!
• Which features can lead to competitive advantages when approaching an e-commerce environment?!
!!And many others came from a travel within the data.!
The questions
!! To get the flavour of the analysis!
There are industries, both close and far from Fashion, that pay high focus on semantics within their marketing strategies.!!!They develop evocative branding paths to exclusively describe their brands, to connote the products, with the objective to make them unique and desirable, and convey them depth, otherwise hard to deliver.!!!Commitment is on the branding and naming of references in order to come out from the competitive environment as well, and so allowing customers to unequivocally recognize and choose them among the wide offer of the market in the points of sale.!!!Anyway, in a image based environment such as Fashion, one of the first feature that attract our attention when looking at clothes and accessories are colours.!!!
The inspiration
The cosmetic industry, season after season, creates a peculiar, accurate and personalized set of terms to describe exclusive colours and patterns, proposing them together with the established historical colours.!
The inspiration
The wide palette of basic themes and shades, is named by every single code, drowing from charming and magical world, and evoking the heritage of the Maison!
The inspiration
Automotive is another industry that makes an asset of branded equipments.!!Companies define evocative names to describe exclusive nuances taken from nature or connected to the automotive racing world.!
!Misano Red Pearl!
Sakhir Orange Metallic!
Magno Atlante Grey Mat!
1) Some Brands invite to look for details on the proprietary sites or ad hoc galleries.!
3) Some Brands convey the poetry and inspiration of their collection with evocative and emotional description.!
2) Some Brands focus on luxury materials and details of the running outfits.!
4) Some brands prefer to occupy the Catwalk momentum snapping their beloved celebrities wearing extraordinary creations!
What about Fashion Brands?
Red Black Blu Gold Olive!!!Despite the season changing, these are the predominant and common most mentioned terms used by Fashion Brands during the last three editions.!!These words represent more than 85% of colour related occurrences.!!!!
Fashion brands seem to not focus !on nuances and chromatic differentiation definition!
What about Fashion Brands?
September 2015 FWs!
February 2015 FWs!
September 2014FWs!
What about Fashion Brands?
There seems to be a significant divide between two languages:!!o the poetic, evocative description of a dress for a professional buyers!o the need for a decode for the final buying audience!
!Why a semantic analysis for a business based on the image?!!We believe that as the market is moving to become e-commercentric, the language will play a major role in transferring a mood able to convert.!!While the sales assistant may play the role of the physical translator in a real point of sales, online this resources is lost.!!The language is then the hook to support a customer, actual or prospect.!!It's not a matter to downgrade the creativity of a message, it's a matter of having the message clear enough to achieve a goal. To sell.!
What about Fashion Brands?
The entire research will be published !on February 2016!
!For more info: [email protected]!
Photo credit: AEG Production!
