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Mobile marketing is no longer just fashionable -- it's been taken over by Fashion! Hear how top Fashion labels are branding themselves on Mobile & Social Media, check out case studies from luxury fashion house Burberry and trendy lifestyle brand Converse, and hear how Fashion marketers measure ROI on their social marketing efforts. This talk was delivered by Rena Koh, Director of Marketing & Communications at The Fashory, a fashion platform that allows users to discover and shop exclusive fashion from social celebrities. The platform has received supports and endorsements by international fashion brands. SoLoMo Thursday is powered by Techsailor and The Vault. Check out the next talk at SoLoMoThursday.com!
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SoLoMo Thursday Hayk Hakobyan
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Opening Note
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DONATIONS are welcomed.Help keep going.
DONATIONS are welcomed to help for:
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Publicity and many more…
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Objectives
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Presents: Fashion Marketing on Mobile
28 Aug 2014
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Speaker: Rena KohDirector of Marketing & Communications
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Introduction of Fashion Marketing
1) Brands on Social Media
2) How Fashion Brands Use Instagram
3) Case Studies
4) Why Instagram?
5) Key Objectives
6) Measuring ROI
7) Problem
8) Solution
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Brands on Social Media
“In our postmodern society, where access to goods and services is often only a click of the mouse away from most, luxury brands are no longer defined simply by rarity and price, reserved for the pleasures of the elite classes. Time has become the real luxury, with customers deriving pleasure and satisfaction from the moments of interaction with brand worlds, not just the products themselves. For brands this means delivering relevant experiences, seamlessly at every point in the customer journey.”
http://www.theguardian.com/media-network/partner-zone-brand-union/burberry-digital-strategy-brand
http://www.theguardian.com/media-network/partner-zone-brand-union/burberry-digital-strategy-brand
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Top Fashion Brands on Social Media
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Best Social Media Fashion Brand
“Whether sharing exclusive insider info from fashion week or their new fall lineup, Burberry use social media like a true innovator. They were one of the first brands to embrace Instagram for Video, are a consistent leader in content creation, and are exemplary when it comes to making their brand feel omnipresent, but still exclusive and luxurious using social media.”
http://www.sprinklr.com/social-scale-blog/best-fashion-brands-in-social-media/
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How Fashion Brands Use Instagram
The Business OF Fashion. The Basics, Part 8 - Marketing. Available from: < http://www.businessoffashion.com/2013/07/the-basics-part-8-marketing.html>.
"Instagram, which has really caught on in the fashion industry, is an excellent platform for small brands, as it is highly visual and enables you to demonstrate the essence of your brand, even thought it’s a hard place to drive sales as Instagram does not currently allow live links in image captions.”
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Brands on Instagram - Burberry
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Brands on Instagram - Burberry
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Brands on Instagram - Burberry
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Brands on Instagram - Converse
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Brands on Instagram - Converse
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Brands on Instagram - Converse
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Content + Social + Mobility
= the ability to reach consumers visually and socially, maximising impact to influence purchase
actions/decisions on-the-go.
focused
Why Instagram?
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o Awareness
• Getting word out
o Acquisition
• Getting clicks, follows, actual walk in
o Conversion
• Getting salesThe key is to know exactly what you want to achieve. Plan campaign steps and action items in details to achieve that.
Key Objectives
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Results: Understanding of the actual value of the customers acquired from specific channel (Instagram)
Measuring ROI
Evaluating effective of a marketing campaign on Instagram
Awareness Acquisition Conversion
Actions Exposed to 100,000 users
Received 10,000 followers
Received 10 unique customer orders
Basic Numbers Spent $10,000 Captured 10,000 followers on Instagram
Earned $1,000(If transaction average of $100)
ROI Spent $0.10 to reach a customer
Spent $1 to acquire a instagram follower
Spent $1,000 to acquire 1 customers
Measurements Track mentions on social media?
Track Instagram loves, website click-through?
Plot purchase 6 months recurring sales from same customers
Results 10,000 positive brand mentions
100,000 Instagram loves, 10,000 website clicks
Customer from Instagram usually buy $100 worth of item monthly
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Awareness Acquisitions Conversions
Drop-outs Drop-outs
• Messaging/Visual not compelling?• Wrong channel?• Wrong target audience?
• Barrier to sales?• Misleading graphics?• Price point too expensive?
Measuring ROI
Understanding drop-outs and making improvements
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Women are unable to directly buy fashion items that they see.
The Problem
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The Solution
WHAT IS
FASHORY?
Fashory is a social platform where consumers can discover the latest fashion trends through social celebrities from around the world.
*Fashory means Fashion story.
28 Aug 2014
= the ability to reach consumers visually, influence them socially to drive the purchase intent without barrier to transact on-the-go!
Content + Social + Mobility + Instantfocused Influence Purchase
Why Fashory?
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More than 5,000 social celebrities from the US & Europe region
Fashory’s Content
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Brands Collaboration with Social Celebrities
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Over 100 brands
More than 150,000 products from all around the world
such as US, France, South Korea, Hong Kong, Italy and Denmark.
Fashory’s Content
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Bringing Shoppable Trends to Consumers
Presented by: Rena KohDirector of Marketing & [email protected]
Bringing Shoppable Trends to Consumers
Presented by: Rena KohDirector of Marketing & Communications
www.thefashory.com
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Bringing Shoppable Trends to Consumers
Presented by: Rena KohDirector of Marketing & [email protected]
The Founders
Our Advisors
Thank You Rena!
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28 Aug 2014
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See you in October!
