Fashion Marketing & Branding Trend : Personalized Approach Both Online & Offline Experience Jeannie Octaviani - 00158822T 1832 Words
Introduction Social media has been used as a platform of marketing and branding ever since the rising of social media a decade ago. Social media nowadays, such as Instagram, Yo u t u b e , P i n t e r e s t , a n d Tw i t t e r, successfully generated influential account that has not only thousands of followers, but also proven to have impactful influence to their followers. Social media marketing nowadays has gone tremendously advance development every year. In 2017, social media marketing generated $11 billion in revenue, this is up from just $6.1 billion in 2013. This number proves that marketing and branding through social media are working very well. Advertisement through social media offers the opportunity to build awareness targeted based on geographic, demographic, and behavioral data, making it specific to aim for. Millennials and 2000 population B u r e a u ’s According
who are born between 1980 make up 25% of the word according to the U.S. Census I n t e r n a t i o n a l D a t a b a s e. to a 2014 study by Market
Strategies International, Millennials are three times more likely than any other generations to turn to social media to make purchase decision. Not only extremely digital savvy, they’re also responding very well to authentic influencer marketing and has a high buying power habit. Influencers advertising price has gone extremely high in these past few years after realizing how impactful of their account towards businesses. Businesses are paying influencers for creating their content to be distributed to their followers and businesses are getting exclusive license to use the influencer’s content across their owned and paid channels as their advertisement materials. There are a lot of ways in this advanced development of social media marketing to overcome overpriced influencers without decreasing the impact. Providing not only digital approach, but also real live experience for influencers to experience first-hand. In this advanced phase of social media marketing, it is important to create a mutually-beneficial collaboration for influencers and the business involved.
@margaret__zhang 899 K followers
Digital Influencers & MicroInfluencers Social media has generated top influencers as well as micro influencers from different related sectors such as fashion, food, travel, beauty, sports, lifestyle etc. These micro influencers are genuine impactful profile with massive millennials followers. Chiara Ferragni for example, fashion blogger from The Blonde Salad now has over 9.6 million followers on Instagram, making her one of the cult celebrities of the social media world. She has found fame and fortune solely by publishing photographs of herself and glimpse of her glamorous lifestyle on the free platform Instagram. She is now worth a reputed $12 million with her own shoes brand and a contract with Pantene as a global ambassador. Chiara Ferragni is a role model to a generation of millennials who have established a viable career as a social media influencers.
@chiaragerragni 10.5 M followers 88 K Subscribers
@michellephan 2.1 M followers 8.9 M Subscribers
Other than Chiara Ferragni, there’s plenty of social media influencers out there who are making impactful profile through different platform of social media. Michelle Phan, for example, has a beauty channel in Youtube with more than 8 million subscribers, also now co-founded a beauty sampling business called Ipsy. She started uploading her videos and vlogging back in 2005, now Michelle Phan’s net worth is estimated to be about $50 million.
User Generated Content User generated content is quickly rising to be the keystone of any integrated content marketing strategy. UGC includes any story or pictures of content created by a person about a brand that they share with their networks. UGC helps customer as part of the buying experience to help them make purchasing decisions. UGC creates opportunities for brands to genuinely connect with their customers. Consumers considered to be more trustworthy than branding content. If there are stories about the brand that are being shared every day to consumer’s network, it’ll be able to show consumers why they can trust the brand while personalising marketing directly to their interests. This level of authenticity drives higher engagement, creates a lifestyle around the brand as the brand awareness and ultimately leads to more sales. ASOS for example, has now mastered UGC and able to leverage UGC to create an engaging experience for their fans. On
Instagram and its website, ASOS asks users to share photos of themselves dressed in ASOS products, tagged with #AsSeenOnMe. ASOS curators will then repost images on Instagram and the #AsSeenOnMe landing page with information so users can shop the looks. Featuring UGC photos is an all-around win: ASOS can promote its brand through valuable, authentic content (and convert some users to customers), featured customers get time in the spotlight, and other fans can get some inspiration from those UGC photos.
Click and Shop Content While the trend has been around for a couple of years, it has really taken off in 2016. Improved technology and new features across platforms are enabling brands to seamlessly integrate the content and shopping experiences in creative new ways through shoppable content. As a nature of fast fashion business, customer is now provided with accessible content to fulfil their desire. This enables business to meet the demand easily. In November 2016, Instagram launched a new features which are beneficial to business. The new features
cover click and shop content, followers is one click away to shop the items they saw on Instagram page. With shoppable posts, customers have even greater opportunity to connect with the brands they love through the ability to quickly see relevant information — like product descriptions and pricing — with a single click without ever having to leave the Instagram app. Once they’ve found an item to purchase, shoppable posts automatically provide links to corresponding product pages on your website so that customers can quickly add to cart and check out, or browse the remainder of your catalog.
Artificial Intelligence With the advanced development of technology, artificial intelligence can be very helpful for marketing and branding. AI generated from big data that collects predictive analytics and user behavior analytics. This extremely large data reveal patterns, trends, and associations, especially relating to human behavior and interactions in digital world.
Artificial intelligence is used to track customer behavior, high- and lowperforming products, and popular silhouettes and color patterns to predict what new categories and pieces will sell. AI also provides more options for highperforming products and tweaking ones that aren’t selling. Its inventory strategy reduces waste and limits out-of-stock disappointments. AI tailors its email offers, place ads according to the big data of each customer, improve product recommendations and change the way the e-commerce site is laid out depending on how someone arrived at the page.
Personalization and Custom Experience Personalization can profess itself in a number of ways. While planning your 2017 digital marketing strategy, it’s important to make personalization a top p r i o r i t y. Companies like Netflix, Amazon and Spotify are great leaders in this arena. These companies are using behavior-based data to reach out to their customers and use personalized content to engage them. It’s the ultimate form of targeted marketing. Burberry kisses campaign for example, In the company’s most recent efforts to establish an emotional connection with consumers they launched the Burberry Kisses campaign in partnership with Google in 2016. This interactive digital
campaign allows users to send letters to loved ones that are sealed with a virtual kiss. This campaign build brand awareness of Burberry’s new cosmetics line, it strengthens an invaluable relationship with major corporation Google but primarily it is the emotional connection it promotes between people and thereby the brand that really sets it apart socially. This campaign ran very well with over 253,000 google searches and13,000 cities sent kisses within first ten days of the campaign launch. This personalized experience a l l o w s i n fl u e n c e r s a n d customers to share their experience to their social media, making a marketing strategy based on word of mouth. This campaign also allows the brand to reach the awareness to specific target market while setting up their brand image.
Collaborations Influencers also nowadays trying to speak on their own, collaborating with businesses enables them to produce items that their followers can buy. Through collaborations, it’s a beneficial marketing strategy for both business and influencer to get known more by other people. By creating collaboration items, business creates one of a kind items targeting for their followers. These items will be promoted by the influencers, making the brand more associated with the influencer’s personality.
In June this year, Oroton for example, launched a limitededition set of bag strap designs created by leading fashion and lifestyle bloggers. Four bag straps have been created by Carmen Hamilton, Elle Ferguson, Mimi Elashiry and Geneva Vanderzeil, where each design speaks to the different and unique style of each designer. The bloggers gave a sneak-peek of the designs during MBFWA through their street s t y l e p o s t s, c r e a t i n g g r e a t anticipation and excitement around the launch amongst their followers and Oroton customers. There will be a very limited run of straps in flagship stores, where customers are already been requesting to pre-order their straps with Oroton.
Branding Through a Cause Ways of promoting the idea of the brand would be by supporting social issue which were happening. This creates soul to the brand and image that is in line with the customer’s opinion. This emotional connection between the brand and the customer will create bond that makes the brand trusted by the customer. D i e s e l f o r e x a m p l e, t h e i r campaign #MakeLoveNotWalls has enormous success on social media. Campaign reflects one of the most urgent world problems. Racism and homophobia. There are a lot of discussion around “Trump’s wall against immigrants or
intolerance about gay people. Diesel sends their message to the world very clear. Love is that what you should make! Not walls! Followers of Diesel are supporting brand’s views and react positively. Engagement goes sharply high.
Experimental Live Events Fa s h i o n c a n b e integrated with music very well. Music events give fun ambience to the personality of the brand. By coming to the event, it gives influencers room to share the excitement of the product experience and also connecting to other influencers. #MusicMarc is a part of marketing strategy from Marc Jacobs that has been going all around the world. The event will be held at the
hippest night club in town. Guest are entertained by local DJ and the event itself will invite numerous local influencers, making the event as the hottest event in town. Attendees will wear Marc Jacobs from head-to-toe, posing at the backdrop given and posted to their social media. This marketing strategy allows Marc Jacobs to raise brand awareness while creating fun and funky image to their customer.
Conclusion With the development of social media marketing, innovative and creative ways of branding comes up in the past year. Making the social media marketing is the most effective and affordable strategy to be done by fashion businesses in various level. As the millennials direct their interest through online platform, offline approach is also needed to push the purchase.
References https://martech.zone/brief-history-social-media-advertising/ http://www.bandt.com.au/opinion/social-media-influencemillennials-shopping-decisions https://marketingland.com/ugc-brands-new-years-contentresolution-2017-206106 https://www.bigcommerce.com/blog/instagram-shopping/ http://www.glossy.co/ecommerce/the-future-of-ai-in-fashion http://www.melissahoyer.com/orotons-limited-edition-bagstrap-design-collaboration/
@garrypeppergirl 1.7 M followers