Fashion 2.0:

Best & Worst Uses of Social Media

Worst Twitter - Kenneth Cole

Background

• Kenneth Cole Productions is a fashion company that was founded by Kenneth Cole (now chief creative officer)

• Publicly traded (KCP) multi-national brand• Brands:

o Kenneth Cole New Yorko Gentle Soulso Kenneth Cole Reactiono Kenneth Cole Unlistedo Tribecca

• Sold in over 15 countries• Well known for support of charitable and socially responsible causes (i.e.

AIDS awareness)• Use of Social Media: active Facebook page and Twitter. In Twitter bio it states

Tweets ending in –KC are actually Kenneth Cole, other tweets from staff members.

What Happened

• February 3, 2011: Kenneth Cole hijacks the #Cairo hashtag to promote his Spring line in the following Tweet:

Immediate Reaction

• Within minutes, massive negative reaction to Tweet on Twitter and Facebook

• Some Twitter users calling for a boycott, others laugh• Phony account @kennethcolepr and hashtag

#KennethColeTweets created as parody (www.twitter.com/kennethcolepr)

Company Response

• 6 hours after first Tweet, Kenneth Cole posts clarification        • Later, original Tweet is removed and official apology issued

on Facebook

Apology

• The link for the apology has since been removed, but it said: “I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I’ve dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.”

More Reaction and Damage Control

• Many bloggers, social media experts criticize Kenneth Cole• Prank on KC store

      • Despite negative feedback from public, KCP stock price went

up 2.5% (http://www.businessinsider.com/look-how-kenneth-coles-disastrous-tweet-is-affecitng-the-companys-stock-price-2011-2)

• Continuing to monitor feedback on KC Facebook page (http://www.facebook.com/KennethColeProductions/posts/109512972456199)

Best Twitter - DKNY PR Girl

• 2011 Fashion 2.0 Awardso Won for Best Twittero PR Girl rallied her Twitter

followers to votes in the final days

• Has one of the largest social media fan bases in the fashion industryo Followers: 280,306o Following: 486o Listed: 3,376o Started: April 2009

• Tweets about fashion, entertainment, events, opinions and everyday dealingso Lightweight & casual toneo Posts unique & inaccessible content

• Relatable personalityo Outgoing, informative & funnyo Stresses out about her job & weight

• Global friendship: brings people closer to a brand no matter where they live or what they do for a living

• Offers a public relations point of viewo Avoids marketing language & self promotion

• Behind the scenes & insider’s view of DKNY

Best Twitter - DKNY PR Girl

• Hosted first ever FashionCast on Biglive.como A split screen: half live stream of the

show & half online chat roomo Offered a unique chance to discuss each

look for their Spring 2011 collectiono Participants received an exclusive VIP

discount code off the new collectiono Had the opportunity to reserve looks

that were not yet available in storeso Could connect via Twitter or Facebook

account

DKNY Twitter Achievements

DKNY Twitter Achievements

• Collaborated with cocodot.com on e-stationary during Fashion Weeko Over 85,000 cards have been

clicked on• Trademarked the avatar

o Represents DKNY’s personalityo "She has become very much a

part of the DNA of the brand. Our customers and followers love engaging with her and together, they are always sharing what is new and exciting." - Patti Cohen, Executive Vice President of Global Marketing & Communications at Donna Karan International

 

Best Blog - DKNY Times

• Fashion 2.0 Awards: Won for Best Blogo Not just focused on brand promotiono Consists of several sub-blogso Subtle tie-ins to the brand & productso Appeals to those looking for general coverage on fashionable NYC happenings

DKNY Times: Sub-Blogs

DKNY - "Cozy" Mobile App

• 2010 Fashion 2.0 Awards: Best Mobile App• Free iPhone app• Sweater can be worn in 12 different ways • “The DKNY Cozy is your perfect fashion companion. And the DKNY Cozy App is your personal stylist.”• Step-by-step guide on how to use the sweater depending on one’s mood • Publicity & Buzz 

How Social Media Can Effect the Fashion Industry: in Numbers

• DvF     • Online traffic increased 13%• Juicy Couture     • Added social sharing features and consumer product                 recommendations, their product purchase conversion rates      increased 160%•Marc Jacobs    • Live Stream of Marc Jacobs F/W '11 on website,                      smartphones and iPad    • FourSquare, MeetUp, and Twitter    • VIP Access and blogger influence

Discussion

• Was the reaction to the Kenneth Cole tweet fair? • Where is the boundary between edgy marketing and cultural

insensitivity? Where do ethics come in to play (think WOMMA ethical standards, etc.)?

• Should DKNY make the Cozy app compatible with other mobile devices? How can they improve this app? Are people interested in this type of app?

• Do you use Social Media to interact with brands that you buy? With brands that you like?

• How do you feel that Social Media can increase a fashion brand's credibility if used appropriately?

• Just because you are a Facebook Fan or follow a brand on Twitter, does that mean you are more likely to buy that brand?