MARKET REPORT
TRENDS IN DIGITAL MARKETING GINA MANNELL
Wonderlandmagazine.com
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THE INTERNET OF THINGS
DIGITAL NATIVES
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VOICE SEARCH IN FASHION MARKETING
DIGITAL COLOUR TRENDS
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FUNDING, SPONSORS AND BUDGET
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A RESHAPING OF SOCIAL MEDIA
AUGUMENTED REALITY
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PRODUCTION SCHEDULE AND DISTRIBUTION
PROMOTIONAL CASE STUDY
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FMP TIMELINE 3
THE INTERNET OF THINGS Technology today is on the rise and with new digital advancements merging into multiple industries companies are becoming more transparent than ever before. Within the Fashion industry we are seeing these new trends of technology merge into multiple sectors. However, these technologies have made a prominent mark in digital marketing, as brands bid to keep the late Millennial and early Gen Z consumer engaged in an ever-evolving landscape. Across women’s apparel, sportswear and beauty, emerging trends such as Augmented reality (AR), artificial intelligence (AI), video and changes in social media content plus many more are being recognised as effective marketing trends. Because of this recognition reshaping of strategies is also being conducted by marketing teams. As we enter the ‘4TH DIGTIAL MARKETING FRAME WORK’ (Ghattas,2018) it’s important to address the trends happening behind the scenes as these strategy trends effect the final outcome of consumers engagement with a brand.
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DIGITAL NATIVES These trends wouldn’t be successful without a need in the apparel and beauty sector. This need is to engage these brands consumers on a new and interesting level as gaining access to the 2020 consumer will become extremely difficult. (Belleghem,2013) 52% percent of consumers are likely to switch brands if a company doesn’t make an effort to personalise communications to them- salesforce (Papandrea,2018) Late Millennials to Early Gen Z (aged 16-30) are a new form of consumer and are generations who have grown up surrounded by new digital advancements at every stage of their life. As they continue to explore the online and digital world they will drive these trends as they demand better services to meet their personal needs. As well they will try and test brands to engage and communicate with them on new levels as they look for authenticity and individuality. The technology innovation trends connecting brands and consumers are expanding globally and major global brands are adopting this new wave to boost their consumer experiences. Through a Globalisation reboot the ‘Zillennial’ consumer is expanding a lot further to places like china in major cities like Beijing and Shanghai as well as here in the UK. Due to a bigger consumer market these trends are now proving successful in multiple regions and are being spearheaded by key global market leaders to make these trends more widely used.
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THE RESHAPING OF SOCIAL MEDIA A RISE IN VIDEO
Social Media has been a key part in digital marketing for some time especially within fashion. But with users spending an average of 69% of their media time on their phone (Green,2018) the Social media landscape is changing in terms of how consumers use it to interact with brands. Consumers are wanting more user focused and less ad focused content as well as having more entertaining content. Therefore, businesses are rethinking strategies around these consumers.
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McRae 2011
An increased demand of more innovative content is leading brands to rethink how to create campaigns to sell products.
BY 2020 WE WILL SEE MORE POLARIZATION TOWARDS CONTENT EXTREMES Source: Forbes 7predictions for the shape of content marketing in 2020
VIDEO IS A TREND THAT IS ON THE RISE BECAUSE IT HELPS BRANDS AMPLIFY THIER MESSAGE
VIDEO CAN INFORM THE CONSUMER OF WHAT THIER OFFERING IN MORE DETAIL AND HAVE A MORE PERSONAL CONNECTION
BY 2020 ITS ESTIMATED ONLINE VIDEOS WILL MAKE UP MORE THAN 80% OF ALL CONSUMER INTERNET IT Pro Portal: Tech Innovations and Trends for digital marketing in 2018
Exploring different video mediums is key to brands as it allows a greater connection with a consumer and ultimately generates sales as video creates a better brand experience.
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LIVE VIDEO Live video streams are medium that hasn’t been used much by brands but has huge potential and by
2020 it will be stabilized and effective (DeMers,2017). So, for fashion brands to understand the potential now and how to use it to market can have a successful pay off.
Live video is a concept growing in popularity with the consumer as they are able to learn more and get an unfiltered sense about the product. Using live video can help reduce public anxieties about purchasing online as issues still arise for brands when customers shop online (usually surrounding product quality and fit etc).
OTHER CONTENT TRENDS We are also seeing other trends like split e-story telling in digital campaigns as brand are able to create stronger relationships by tailoring content. Split story telling is where a brand creates multiple storylines within a small selection of video and photo content which all interconnect within a bigger story line to create one campaign. This allows brands to be able to target different segmentation groups without having to create different campaigns. Methods like this are having a huge impact in the digital sphere as all consumers are able to personally engage and don’t excluded.
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64% ARE MORE LIKELY TO BUY A PRODUCT ONLINE AFTER WATCHING A VIDEO ABOUT IT– FORRESTER Forbes: 7 Predictions for the shape of content marketing in 2020 (DeMers,2017)
WGSN: Men’s forecast S/S20: Code Create 11
FASHION CONSUMER TRENDS The Millennial/ Gen Z consumer is becoming an increasingly hard market to understand as trends move quicker. Within fashion marketing its important to understand what’s driving them to change the way they consume. Transparency and authenticity from brands are key elements the millennial/ Gen z consumers look for when exploring fashion brands as well as a need to more deep content. They are starting to gravitate towards brands that provide these more authentic experiences which is something live video and more content extremes can provide. Platforms are also becoming the first point of call with this consumer market as its more convenient than going to a physical store. Engaging content creates consumer loyalty so having more engaging content compared to competitors will generate their sales as consumers are more likely to shop with a brand with the better content on social platforms
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PLATFORMS
IGTV
IGTV is the newest advancement which helps develop content. As a stand-alone app or in Instagram users can enjoy advert free content which can be up to an hour long. This allows a more integrated experience and allows brands to create better more entertaining content and meet the market’s needs. This new feature has had a big impact on fashion as purchase decision are now commonly made through peer and influencer review. So being able to extend a video from 1 min to 1 hour via IGTV gives brands more opportunity to market and sell product through more immersive videos and not just scrolling through a feed.
WGSN: Cardboard home cinema
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MARKET LEADERS & SECTOR INNOVATOR Nike:
Nike Korea with PostVisual launch the worlds ever hashtag que that encouraged foot wear fanatics to que via Instagram instead of the usually real-life queues to buy a limited-edition pair of Nike air max. All the foot fanatics had to do was go to the Nike website create an avatar then head to Instagram and post the avatar with the hashtag #AIRMAXLINE to be in with the chance.
Over the 2-week campaign period 80,000 people got in line and resulted in at least 15,000,00 exposures and over 800,00 reaches.
Chanel:
Spilt campaign leader Launched 4 short films for the new Gabrielle bag Starred Kirsten Stewart, Pharrell Williams, Cara Delevinge or Caroline de Maigret. They all have a new storyline all specifically catered to a different set of customers.
Fashionisers.com
Dote:
Doteshopping.com
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A US Mobile shopping app that pushes product through video content. They curates product from Sephora, Victoria secret and Urban Outfitters. They also host a daily live show on Instagram and their app to talk about an outfit of the day and other chattycontent. This app is set apart by is social element not only do they sell clothes they provide content. Including ‘dote girls’ (Youtubers mostly) that will review products and it will get uploaded to their dote profiles as well as their Instagram if they tag dote. It provides a seamless purchase journey for the consumer from research to purchase
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DETNEMGUA Y TILAER With an Emergence of ‘communal digital’ and a greater need to connect through digital channels Augmented Reality has begun to be adopted by brands to connect the millennial / Gen Z consumer on a deeper level.
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AUGMENTED REALITY
AR allows brands to create more personalised brands experiences and its introduction into fashion has now become easier through Apples ‘ArKit’ and Googles ‘ARcore’. AR has allowed brands to reduce customer barriers and add extensions into their marketing / experience strategies as there is no restrictions of what you can try using AR.
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Brand experiences can be amplified through AR
Creating a memorable experience through this digital trend allows the consumer to be interactive with the brand through their own personal devices
AR elements within a brand stand out in an expanding industry like fashion 18
“AR capabilities are now available on over 300 million phones worldwide and it will be up to 1 billion by the end of 2018, especially as Google’s AR software, ARcore, comes online,” said Ari Bloom, chief executive of San Francisco start-up Avametric-17 (Chitrakorn,2018)
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FEEDER TRENDS 2017 was the worst year on record for brick and mortar retail
(Chitrakorn,2018) by December 2017 more than 6985 stores closed across the UK retail think tank Fung Global Retail & Technology.( Chitrakorn,2018)
With a decrease in brick and mortar shopping brands are turning to new technology to create experiences in store as well as online as a need for more interactive content is trending. AR Apps provide these experiences in an effective way as it still includes the ‘digital world’ Millennials are so in tuned to whilst also getting them into stores and generate experiences at more traditional touchpoints. In the fashion marketing landscape any brand doing something different is likely to attract consumers as they now expect a consistent brand experience and with consumers becoming less brand loyal with 2/3 say they are willing to switch brands for a discount of 30% or more. (BOF Team and McKinsey & company, 2018) Incising them to stay with your brand by providing a different experience makes the consumer more likely to purchase
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MARKET LEADERS
VRFocus.com Wearabletechnologies.com
As part of their Spring 2018 campaign Gucci created ‘Gucci Hallucination’. They created scannable AR ads that could be accessed via the Gucci app. These ads were placed 52 selected store fronts and after purchase at the Gucci stores the customer received a ticket which could also allow them to access the campaign. The campaign featured the artwork of Spanish artist of Ignasi Monreal and when scanned Via the Gucci app the pieces came to life and a 360 view of the artwork created especially for Gucci.
In a bid to draw in the millennial crowd Zara added AR displays to 120 stores worldwide in April 2018. Customers can download the App and hold their phone up to the display models in store. This allows them to access the looks displayed on the models and buy the items displayed through a single click. Creating a seamless shopping to purchase experience.
In March 2018 L’Oréal brought Canadian AR and AI specialist ModiFace. By taking ModiFace on board the company has now teamed up with Facebook to develop AR experiences on L’Oréal’s brands like NYX and Urban Decay. Having this experience will allow customers to try on many types of makeup in all shades and hues.
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SECTOR INNOVATORS Uniqlo: Magic Mirror
Uniqlo introduced AR into their changing room experience. The AR mirrors allows customers to try on different colours of the same garment interactively just by swiping their phone. It allows them to imagine themselves in different colours without the hassle of having to try on multiple garments.
Trendhunter.com
Global market for FR apps brought in revenue of $178 million in 2016- Fung Global retail and technology (Chitrakorn,2018)
Sephora:
In 2017 Sephora added AR mirrors into their stores creating a new experience allowing customers to virtually try on make up in store. The mirrors scan the face and allows users to try on lip colours, eyeshadows and false eye lashes
Sephoravirtualartist.com
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VOICE SEARCH Hey Alexa how is voice playing a part in Fashion Marketing?
Consumers are starting to turn to voice search on device like Alexa, Google Home and Smartphones. So, Marketing teams are having to tailor the search engine operations (SEO) on their sites to ready for the influx of requests conducted via voice search. Voice search has grown in popularity because of its more natural and
seamless interaction and by
2020 50% of googles searches will be conducted by voice.
(Green,2018) This is where brands need to be ready for voice search as 55% of
consumers use their phones to compare prices when shopping (Belleghem,2013) (a key micro moment*).
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Appearing in customer searches is a key element to tailored voice search SEO’s as when a customer conducts a voice search only the first result will appear. Where as previously when search was done by type a page of results would appear. Therefore, if brands don’t update their strategies their competitors that do will appear first and gain the sales or customer loyalty.
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With mobiles becoming an ‘internal brain’ optimized mobile sites are also key for when the consumer acts on a micro moment. A smart phone will pull up the top result searched with an added function to view the website. *Micromoments (when a user turns to a device to learn, do, buy, watch something etc) Brands need to be their when users search to do things
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The consumer is more likely to buy from a brand if a mobile site is optimized as the time poor millennial will just click away if a site is slow
Voice search has risen in popularity because of a need for connection in an ever-growing digital world. 26
In 2020 more conversational interactive forms of content will be in demand Forbes: 7 Predictions for the shape of content marketing (DeMers,2017)t
Mobile traffic will drive 80% of all global internet usage IT Pro Portals: Tech Innovations and Trends for digital Marketing in 2018. (Green,2018)
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COMMUNICATION TREND
In the past SEO strategies would cater to type but with the rise in voice search brands are having to tailor it to conversations. When we speak we tend to use fuller sentences instead of short hand like in type. Since consumers still want a personalise brand experience, on retailers’ websites and mobile sites is key to adapt the language appropriately. This is because when the user searches the voice device like Alexa will recite what the brand has written on the site directly without changing the information.
Key adaptations: Be more conversational Have longer and involved phrases that describes your product E.G Comfortable, lightweight 100% organic cotton white t-shirt instead on white t-shirt
Keep your language in your brand voice and appropriate
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MARKET LEADER & SECTOR INNOVATOR
Nestle.co.uk
Market leader: Nestle – provides cooking instructions for you as you cook Sector innovator: Tide provides advice about removing stains caused by over 200 different substances No specific fashion brands have tailored websites for voice search at the moment but there could be potential for them to have section about how to style clothes to reach an audience in a key micro moment when they don’t know what to wear. (It’s an area for exploration!)
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As marketing methods move online colour is playing a big part in attracting a consumer. When developing a digital strategy companies need to be playing attention to visual communication trends to ensure they gain consumer attention. Studies have suggested that subconscious judgment about products is made within 90 seconds of initial viewing with up to 90% of that being based on colour (Craggs,2018) and with consumers become more time poor by 2020 colour can be an encouragement to get them to view your content.(Craggs,2018)t
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COLOUR TRENDS
With humans becoming more digital and technology becoming more humanistic colours are inspired with the duality heading into a new decade. Artificial hues will develop as we interact more through screen and as it changes how we view colour A trend towards using these colours a single colours statements will increase as customers become overloaded with information online. A single colour will stand out more in this landscape and become more attractive drawing their attention, especially on social platforms.
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KEY COLOURS Digital Teal:
Commercial fusion Transeasonal – perfect for online content Can ignite other hues
Bio Lime:
Will have strong commercial appeal as a trim or highlight Very artificial
Neo Mint:
Development from soft pastels established by millennials Embodies an optimistic mood as a new decade begins Utopian optimism
Purist Blue:
Evolution of blue Cool contemporary
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Images: WGSN
Cassis:
Gender neutral pink mixed with the modern appeal of purple
Cantaloupe:
Milker youthful orange
Mellow Yellow:
Yellow set to hit mass appeal in 2020 More grounded hue
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PRODUCTION SCHEDULE DISTRIBUTION PROMOTIONAL STRATEGIES
The process of getting a campaign / content to the consumer digitally takes a different approach to a traditional schedule. Most brands can take the same approach but understanding how to get it to the consumer effectively is key to having a successful online/ digital based campaign. Understanding the basic chain of a campaign creation allows brands to have freedom to create the content they want in an effective way.
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ssense.com
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CAMPAIGN LIFECYCLE 1-2 weeks preparation: Identify the following: - What are you offering - Business objectives: e.g. to increase brand awareness - Digital goals for the business objectives: E.G to increase engagement on social media content - Define your main key performance indicators: E.G increase or decrease of likes / follows on social channels - Define audience -Research their digital behaviours (will influence distribution channels) - Research competitors and what they’re doing - Identify what main trend if any you want to include E.G split story campaign - Distribution channels
Distribution Channels:
The most used distribution channels for digital marketing is social media but which platform will depend on the audiences, so you need to be aware that the channels will change for each campaign. Main platforms: Facebook Instagram IGTV Snapchat Whatsapp Facebook messenger WGSN
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Content Development/ Creation 2-3 weeks: Each idea will be different depending on audience, the brand and their marketing objectives. Write content- get all the copywriting done for all platforms/ landing pages for campaign. - Will need to get a copywriter on board - The copy writer needs all brief information to complete this process
Design Content: A team of professionals will be required at this stage to bring ideas to life: The professionals that could be needed: Photographer Graphics designer Videographer Editor Makeup / hair artist Model stylist Note: Will vary depending on the content the brand is creating for the campaign, EG if its video or photo based or both Development: Any issues with the content is tdeveloped in this stage
Distribution: 1-2 weeks Launch the campaign
Analysis: 1week + Once campaign is launched start collection data regarding performance. Make sure it is connecting with audience. If any part of the campaign isn’t working adjust accordingly
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CASE STUDY: PROMOTIONAL STRATEGY
Gucci Hallucination S/S 18 The Gucci Hallucination campaign features artwork created by Ignasi Monreal depicting classic artwork paintings with characters dressed in the collections colourful and printed designs by Alessandro Michele. The concept behind the campaign is the artwork coming to life and through different media promotion we see this happen Promotions used within the campaign: 1. The main video uploaded on YouTube – In the main video the artwork is introduce to us and we see the artist go inside one, which sets the tone of it coming to life. 2. Short clips of the paintings animated were put on Instagram *After all these videos and related posts there was #guccihallucination 3. The paintings were also put on sides of buildings, shop windows at flagship Gucci stores, on digital/ print billboards and in magazines. All these paintings available to the general public had an Augmented reality feature where they could be scanned via the Gucci app. And when scanned elements of the painting would come to life on the screen. 4.Examples of the AR store fronts was also put on Instagram to inform the audience of this feature with a caption of what to do to access the AR feature 5.Gucci also had a product offering of T-shirts that were released as limited-edition pieces to draw in incentive to the campaign. And People who purchase at 52 selected stores were given the artwork in form of a ‘ticket’ which offered customers access to instore VR devices that showcases a 360-degree view of the campaign artwork
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FUNDING AND SPONSORS
Funding: My project will be mostly self-funding by myself as it will be a start-up company. However, to reduce costs I will try get sponsors/ partners involved so they could potentially cover costs in certain areas of my project. I would also consider crowdfunding on sites like Go Fund Me and Kickstarter as it’s a quick and often a successful way to raise some money.
Sponsors / partners: For my sponsors / partners I will be looking into working with small, independent fashion companies. I plan to either propose a client brief where I would help the implement new digital trends into their brand (so they become my client). Or I will propose a collaboration where I borrow their clothes for styling purposes and create my own campaign to show my skills in digital marketing trends.
Brands I’m reaching out to: Minerva Streetwear: 3,369 Instagram followers: location Plymouth Clothes Junkies: 4,236 Instagram followers: location UK Vintage Society: 2,091 Instagram followers: location Chesterfield Native Makers: 5,300 Instagram followers: location SouthWest Tinside Clothing: 275 Instagram followers: location Plymouth
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BUDGET Brand costs:
Website cost: £8.50 a month- £102 a year Paid ads on Instagram – no set price you only spend as much as you put the budget to when creating the ads – my budget £100
AR costs:
QR codes: cost $5 a month $60 a year- £46.27 Business package: £193 1000 business cards, 1000 AR postcards AR photo prints X = 4 £108 Prints x4- £15 each £60 all together Flyers: 250= £14
Overall cost: £623.27 .aprox
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TIMELINE OF FMP 29th Jan Start Date
Branding finalized from innovation portfolio set up Instagram
4th/11th Feb
Do website and get copy writing done on it Do any photography / film needed that isn’t the campaigns
18/25th Feb
Week 1: finish website so it’s ready for the content to be uploaded- do SEO testing Week 2: start written strategies
4th/ 11th March
Continue written strategies Start photography and filming
18/25th March
Continue photography and filming for campaigns
1st / 8th April Edit content
15th / 22nd April Send of print work to print start Instagram campaign
29th April/ 6th May
Continue Instagram campaign Put campaign content on website Do AR campaign
13th/ 20th May Do campaign analytics Final touches
Deadline 24th may
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Natsymagazine.com
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Reading list Ghattas, Saher., (2018) What is the future of digital marketing? [Online]. New York: Forbes. Available at https://www.forbes.com/sites/forbesagencycouncil/2018/03/28/what-is-the-future-of-digital-marketing/#2c2e5e0f31e3 [Accessed on 19th July at 14.02] Belleghem, S., (2013). Are you ready for Marketing 2020? [Online]. Worchester: Our Social Times. Available at https://oursocialtimes.com/marketing-2020/ [Accessed on 19th July, at 13.18]. Papandrea, D., (2018). Fashion content marketing 2018: top trends + leading brands[Online]. New York: Insights. Available at: https://insights.newscred.com/fashion-content-marketing-2017-top-trends-leadingbrands/ [Accessed on 9th August 2018, at 17.50]. Demers, J., (2017). 7 predictions for the shape of content marketing in 2020 [Online]. New York: Forbes. Available at https://www.forbes.com/sites/jaysondemers/2017/04/13/7-predictions-for-the-shape-ofcontent-marketing-in-2020/#7e8c2d5c177d [Accessed on 17th July 2018, at 15.02]. Green, L., (2018). Tech innovations and trends for digital marketing in 2018 [Online]. Bath: IT Pro Portal. Available at https://www.itproportal.com/features/tech-innovations-and-trends-for-digital-marketing-in-2018/ [Accessed on 17th July at 14.08]. Chitrakorn, Kati., (2018) 5 Technologies transforming retail in 2018 [Online]. London: Business of Fashion. Available at https://www.businessoffashion.com/articles/fashion-tech/5-technologies-transforming-retail [Accessed on 30th September 2018, at 17.13]. BOF team and Mckinsey & company., (2018). 10 Trends that will define the fashion agenda in 2018 [Online]. London: Business of Fashion. Available at https://www.businessoffashion.com/articles/intelligence/10-trends-that-will-define-the-fashion-agenda-in-2018?source=bibblio [Accessed on 9th Oct, at 10.19 Craggs, H. (2018). Big Ideas S/S20: Colour. [online] London: WGSN, p. 6. Available at: https://www. wgsn.com/content/board_viewer/#/79022/page/6 [Accessed 19 Oct. 2018]. Cunningham, B., (2018). Innovative digital marketing strategies to inspire you [Online]. Ohio: Kuno Creative. Available at https://www.kunocreative.com/blog/innovative-digital-marketing-strategies [Accessed on 16th July, at 14.48]. Digital marketing institute., (2018). Digital innovation and the Future of digital marketing [Online]. Dublin: Digital marketing institute. Available at https://digitalmarketinginstitute.com/en-gb/blog/2018-01-21-digital-innovation-and-the-future-of-digital-marketing [Accessed on 16th July, at 15.33]
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The Drum., (2016). What marketing will look like in 2020? The trends of today shaping the agency of tomorrow [Online]. Glasgow: The Drum. Available at https://www.thedrum.com/opinion/2016/09/15/whatwill-marketing-look-2020-the-trends-today-shaping-the-agency-tomorrow [Accessed on 20th August, at 11.43]. Baron, K., (2017). Five future tech trends from Decoded Fashion London Summit 2017 [Online]. London: Campaign live. Available at https://www.campaignlive.co.uk/article/five-future-tech-trends-decoded-fashion-london-summit-2017/1434771 [Accessed on 20th August, at 12.21]. Hammond, N., (2017). What do voice user interfaces mean for marketers and brand? [Online]. London: Econsultancy. Available at https://www.econsultancy.com/blog/69610-what-do-voice-user-interfacesmean-for-marketers-brands [Accessed on 25th August, at 11.12] Zaidi, D., (2018). Augmented reality (AR)- Fashion brands gear up for a ‘digital makeover’ [Online]. Hackernoon. Available at https://hackernoon.com/augmented-reality-ar-fashion-brands-gear-up-for-a-digitalmakeover-eb57cc738686 [Accessed on 25th August, at 11.57]. Yotka, S., (2017). Vouge turning spring 2018’s biggest trend into an Augmented reality experience [Online]. New York: Vouge .Available at https://www.vogue.com/article/vogue-apple-augmented-reality-experience [Accessed on 25th August, at 12.30]. Banks, A., (2016). 5 of the best instances of augmented reality in fashion & retail [Online]. Berlin: Highsnobiety. Available at https://www.highsnobiety.com/2016/07/25/augmented-reality-examples/ [Accessed 14th September. 13.45]. Anon., (2017). How the fashion industry in Embracing AR and VR [Online]. London: Translate Media. Available at https://www.translatemedia.com/translation-blog/how-fashion-industry-embracing-ar-vr/ [Accessed on 29th September, at 13.51] Cull. J., (2018). The year 2020- Digital Marketing in the future [Online]. Oxon: Twenty-one twelve. Available at http://twenty-one-twelve.com/year-2020-digital-marketing-future/ [Accessed on 29th September, at 15.17] Stephens, Doug., (2018), Retails innovation problem [Online]. Toronto: Business of Fashion. Available at https://www.businessoffashion.com/articles/opinion/retails-innovation-problem?utm_source=Subscribers&utm_campaign=01e1c71a3a-retail-s-innovation-problem&utm_medium=email&utm_term=0_ d2191372b3-01e1c71a3a-422516049 [Accessed on 29th September, at 15.35]. Chitrakorn, K., (2018). Is video the future of online shopping [Online]. San Francisco: Business of Fashion. Available at https://www.businessoffashion.com/articles/professional/is-video-the-future-of-onlineshopping?utm_source=Subscribers&utm_campaign=cd5b6a2e8e-is-video-the-future-of-online-shopping&utm_medium=email&utm_term=0_d2191372b3-cd5b6a2e8e-422516049 [Accessed on 29th September, at 16.11].
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Smith, T., (2017). Is voice search a conversation for marketing or advertising? [Online]. London: Campaign live. Available at https://www.campaignlive.co.uk/article/voice-search-conversation-marketing-advertising/1431184 [Accessed 3rd October, at 13.55]. Digital market Asia., (2018). How Nike got footwear fanatics waiting in line on Instagram [Online]. Singapore: Digital Market Asia. Available at http://www.digitalmarket.asia/nike-got-footwear-fanatics-waiting-line-instagram/ [Accessed on 3rd September, at 20.40]. Odell, A., (2018). Instagram has a new video platform. The Key to success: don’t try so hard [Online]. New York: Business of Fashion. Available at https://www.businessoffashion.com/articles/professional/ instagram-has-a-new-video-platform-the-key-to-success-dont-try-so-hard?utm_source=Subscribers&utm_campaign=60c9d1c7f8-what-instagram-s-igtv-means-for-fashion&utm_medium=email&utm_ term=0_d2191372b3-60c9d1c7f8-422516049 [Accessed on 9th Oct, at 11.30] Fares, m., and Vengattil, m., (2018) Facebook test AR ads on news feed in US [Online]. San Francisco: Business of fashion. Available at https://www.businessoffashion.com/articles/news-analysis/facebooktests-ar-ads-on-news-feed-in-us?utm_source=Subscribers&utm_campaign=77b58f019b-luxury-resale-s-quiet-reckoning&utm_medium=email&utm_term=0_d2191372b3-77b58f019b-422516049 [Accessed on 9th October, at 12.09 Agrawal, A., (2017) How Voice search will change the future of SEO [Online]. New York: Forbes. Available at https://www.forbes.com/sites/ajagrawal/2017/08/27/how-voice-search-will-change-the-future-ofseo/#796c15307ca1 [Accessed on 9th October, at 12,38] Shaw. A., (2018). Digital marketing trends that are changing the way we market to consumer [Online]. New York: Forbes. Available at https://www.forbes.com/sites/forbescommunicationscouncil/2018/08/29/digital-marketing-trends-that-are-changing-the-way-we-market-to-consumers/#3d67a4716891 [Accessed on 9th October, at 14.02] White, s., (2018). L’Oréal teams with Facebook on virtual makeup tests [Online]. Paris: Business of fashion. Available at https://www.businessoffashion.com/articles/news-analysis/loreal-teams-with-facebookon-virtual-make-up-tests?utm_campaign=be51773de8-how-fashion-lost-its-meaning&utm_medium=email&utm_source=Subscribers&utm_term=0_d2191372b3-be51773de8-422516049 [Accessed on 9th October, at 18.37]
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RESEARCH AND EXPERIMENTATION BAFM301
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