Fashion Forward
How Social Media Moved Fashion Week Forward By Terez Baskin
New York Fashion Week • Every September and February • Invite Only Fashion Shows • Seated by order of importance or influence
Terez Baskin
Fashion Week & Social Media February 2010 Designers decide to stream their shows live on their websites and Facebook This once closed society, was open to the world
Terez Baskin
WTHashtag #NYFW WTH (what the Hashtag) Hashtags are used to track trends on Twitter Using #NYFW in your tweet allowed fashion fans to track the action live Instant information Not a industry insider no need for a front row seat
WTHashtag.com Dashboard
Terez Baskin
Twitter Friend or Foe? Hired and Fired all on Twitter Post It can Make or Break a Brand
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Social Media Measurement
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Ra dia n6
Terez Baskin
Da sh bo ard
Know the #s Findings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical. Other results include: 93% of this year’s respondents spent part of their average workdays with some aspects of social media. 85% believe social media complement traditional news media. 92% think blogs and social media influence coverage in traditional news media. 88% believe blogs and social media have made communications more instantaneous. Terez Baskin
How photos hit the world instantly
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Action/Strategy Marc Jacobs decided days before fashion week No Celebrities for his front Row! He wanted the focus on his clothes One of a few designers two stream show live on Web
Terez Baskin
The High Pri$e of Fame What Celebs are paid to make appearances to exclusive fashion shows A-List Rihanna($100,000 Rihanna($100,000 or more) Beyonce ($80,000-$100,000) Mary Kate and Ashley Olsen ($80,000 each) Jennifer Lopez (circa 2005: $80,000; circa 2010: $30,000) Lindsay Lohan (circa 2006: $60,000; circa 2010; UNINVITED) Colin Firth (preA Single Man: Firth (pre-A Man: $5,000; post-A post-A Single Man: Man: $15,000) B-List Blake Lively ($50,000) Leighton Meester ($40,000) Hillary Duff ($40,000) Other Gossip Other Gossip Girl cast Girl cast members ($25,000 a piece) Jared Leto ($25,000) Kristen Bell (unpaid, but airfare, makeup and clothing are taken care of) C-List Kim Kardashian ($35,000-$50,000) Amanda Bynes ($25,000-$30,000) Eliza Dushku (unpaid, but airfare, makeup and clothing are taken care of) D-List Paris Hilton (free or) UNINVITED Jersey Shore cast (UNINVITED) America’s Next Top Model Winners (free)
The Landscape of Change Be a G-Star’s Raw Reporter Know where your target audience is looking
Terez Baskin
Communication Twitter and Fashion Bloggers were treated like traditional media editors There was an air of excitement Online, In the Parks, New York Fashion Week – Haute!
Terez Baskin
Evaluation • Fashion Business has always been on the cusp • Did it work?
Terez Baskin
Terez Baskin
Credits •PR and Social Media Study • http://twitter.com/dkny •Twitter.com •Youtube.com •Flickr.com •Tweetphoto.com •Twitpic.com •Radian6.com •Marcjacobs.com •Elle.com
Terez Baskin