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13/08/2012 by

Armani Tweet Talks & Other Social Fashion DNA

What’s the best media mix for fashion brands? Some stick to print and outdoor ads, where others have embraced key fashion bloggers and social media. Here you can learn from the social styles of Armani, Nike, Yoox, Asos and others.

How can fashion brands scale their ideas best with the fashion community? A community that is now global

Armani recently launched Tweet Talks, facilitating a dialogue between fashion experts and fans on Twitter. In Volume one talks were about China, the new fashion superpower. Volume two were peer discussions about fashion and sports.

Armani’s Tweet Talks show a social style you could call: Chitchat.

Nike’s social style is very ambassador and program driven. Especially the Nike+ platform for passionate runners is a powerful owned social media channel on which Nike is building its next innovation for non-runners: Nike Fuelband.

Just imagine how many Nike+ advocates will recommend Nike Fuelband to their non-running family members and peers? Imagine how Nike will be extending to its reach and relations with this new technology…

Now that is earning attention and new customers through advocacy. Running could have been claimed by core running brands like Asics, Reebok and Adidas. But it is Nike that keeps them on the bench in the domain running.

Nike+ was built on organic growth, and only after one year Nike blew up its program by the paid campaign: Men vs. Women.

Fashion outlet platform has been one of my favorites for over a decade now. Yoox offers a broad range of men and women brands through a smart and very CRM driven website, with Amazon alike recommendations.

Yoox, established in 2000, is one of the leading virtual stores for multi-brand fashion and design in the world. The smart e-commerce engine from Yoox also fuels the webshops of many other leading fashion brands like i.e. Dsquared, Diesel and Emporio Armani.

Yoox is powered by YOOX Group, which has offices and operations in the United States, Europe, Japan, China, Hong Kong and is listed on the Milan Stock Exchange as YOOX.MI

Asos is the world’s second largest global fashion platform when looking at recent comScore data. They offer the fashion community over 50,000 branded and own label products. See the top 10 online fashion brands here (comScore ranking).

Asos seems to be using paid media to leverage the potential of earned properties such as their own web platform and its Facebook brand page.

Asos attracts 16.6 million unique visitors a month, and per 30 June 2012 it had 8.7 million registered users and 4.7 million active customers from 160 countries (defined as: having shopped in the last 12 months).

Facebook advertising generated 130 per cent uplift in purchase behavior on the Asos website in the four weeks following ad exposure.

More can be found in the comScore whitepaper The Power of Like Europe: How Social Marketing Works for Retail Brands.

Vente Exclusive

Vente Exclusive was founded in 2006 and is a leading player in online fashion and lifestyle sales. The company sells top fashion brands at discounted prices.

In 2011 Vente Exclusive had 1.5 million members that realized revenues of 30 million euro. At a recent fashion show, we heard that the Vente numbers are now around 1.7 million members and at 40 million euro revenues.

Other fashion brands are trying to get a large loyal fan base by tapping into the trend called subscription commerce. See some examples in our recent article: Getting The Power Of Subscription Commerce.

Some tips to social fashion marketers?

I believe that tastemakers can bring your fashion content to a larger audience of like-minded peers with a shared passion.

However fashion brands need to understand that the whole top 500 fashion brands is trying to earn attention and respect from 100 key fashion bloggers.

Fashion brands that really want to impress online fashion tastemakers, should realize that they will creatively need to step up their game.

Think about how your brand can be more unique and unexpected, and how this will help you to “break through” in the uncontrolled social media space.

In fashion I do expect (and hope) to see more crowd accelerated innovations, by brands that will more frequently ask their die-hard fashion fans to be part of the phenomenon.

And I do hope to see some social fashion brand “malls” that will offer consumers a much better fashion experience and broad offering.

And I hope to see more See, Like, Buy social shopping experiences from leading fashion brands: First See the fashion show of the brand you love.

Next Like the fashion show to express your taste and to share it with like-minded peers.

Last but not least, being able to Buy the items you liked directly, within just a few clicks.

What About You?

What trends do you expect in social fashion and what great platforms do you use? I’d love to see your thoughts in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.


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