eModeration white paper: how fashion retailers use social media

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For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid? July 2012 Authored by Tamara Littleton How Fashion Retailers use Social Media

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Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid?

Transcript of eModeration white paper: how fashion retailers use social media

Page 1: eModeration white paper: how fashion retailers use social media

Authored by

Date

26

2012

For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com

eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK

Fashion is a natural fit with social media. How should

fashion brands harness its power, who is doing it right

and what are the mistakes to avoid?

July 2012 Authored by Tamara Littleton

How

Fashion

Retailers

use Social

Media

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Fashion retailers and social media

Fashion retailers and social media

Fashion is a natural fit with social

media. We take photos of clothes

we love and share them with our

friends on Facebook and Twitter;

we pin clothes we lust after onto

Pinterest boards; we watch

Fashion Week unfold on video

streams. In River Island, we can

tweet straight from the fitting

room mirror and in John Lewis we

can try on clothes in a virtual

fitting room and, as with Republic’s new service, discuss our choices with friends on Facebook

and Twitter. We’ve created a new way of discovering fashion: magazine editors are

celebrities on Twitter, a new wave of fashion bloggers are being courted by brands straight

from college. Brands are hitting big on social channels: Converse, the biggest social brand in

the world, has 31 million ‘likes’ on its Facebook page, and regularly gets thousands (in one

case, hundreds of thousands) of comments or likes for each of its posts and photos. And

every week, it seems, a new piece of research comes out telling us that Pinterest is becoming

increasingly important to fashion retail.

It’s not just high street fashion brands which are doing well on social media. Perhaps the

surprise success stories are the luxury fashion brands: Burberry (see focus box, below) has 13

million fans on Facebook; Armani has 3.2 million fans on Facebook, and nearly 3000 people

took the time to ‘like’ the brand’s new collection photographs on its Facebook timeline.

Of course, retailers have moved beyond simply gathering likes and followers on their social

channels. It’s what they do with those likes that counts. And there are some big opportunities

for social fashion brands.

1 John Lewis virtual dressingroom

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Fashion retailers and social media

1. Socialising the customer experience

How to do customer service well on social media is a paper topic in itself (has produced a

good series of papers on the subject), and so we’ll limit ourselves here to looking at some of

the most interesting things (in our view) that brands are doing online to improve the overall

customer experience.

Scratch the surface of fashion and social customer service, and one brand just keeps

cropping up. ASOS has set up its ‘ASOS Here to Help’ sub-brand for Twitter and Facebook, to

take customer service issues off its main pages and into a dedicated customer service

channel. The objective for a dedicated customer service page like this one is very different to

the main social pages for a fashion brand, and so splitting them out makes a lot of sense:

where a brand might target volume, reach, sharing etc on its main pages, it’s likely to focus

on speed and rates of resolution on its customer service page (and no doubt in some cases

actively trying to avoid social sharing). It’s much harder to split this strategy on a single page.

Also, it takes the fairly mundane posts (“hey, we shipped your order on Tuesday,” or “that top

you asked about is 76 cm long”) out of circulation of the main pages, and avoids boring

those people who want less specific engagement with the brand.

According to SocialBakers, Sephora, Nike Running and Next show the most ‘devotion’ to

customers on Facebook and Twitter (judged by response rates to posts). New Look is also one

to watch, and according to some reports beats both ASOS and Top Shop for social

engagement, again with a heavy focus on customer service. Like ASOS, it has created a

community around its DailyNewLook site, which brings consumers into the New Look world

rather than relying on Facebook and Twitter.

2 ASOS Twitter Customer Service

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Fashion retailers and social media

2. Learning from reviews, research and development

According to research by Reevoo, recommendations from friends are the most influential

driver for UK shopping habits, followed closely by what we assume is the next best thing -

reviews by other consumers. It’s interesting that Reevoo’s research results rated

recommendations above advertising, or advice from sales assistants. It also found that 88 per

cent of consumers consult reviews before buying, and 60 per cent were more likely to buy

from a site that included reviews. (It is worth noting that Reevoo is a service that promotes

customer reviews, so its angle on the research isn’t strictly impartial, but the findings ring true.)

Of course, the danger of reviews is that your customers will say negative things about your

product or your customer service. On the plus side, that means you can do something to

improve your product or your customer service. (See our white paper A Guide to Managing

and Moderating Customer Review Sites for information on how to deal with negative

reviews.)

Used cleverly, social media can be a great way of harnessing the power of the community to

test new designs and bring key consumers into the research and development process (with

a considerable saving on the R&D budget). Voting on designs, testing ‘limited edition’ pieces

or just listening to what your customers are saying about you are all tried and tested methods

of crowdsourcing opinions in order to inform production.

3 Hush Puppies competition

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Fashion retailers and social media

3. Personalisation and promotion

The same principle applies to personalising pieces. Burberry lets you design your own trench

coat, adding to the basic design - and the price - with choice of style, colour, fabric and

lining; and essential additions such as a black mink warmer and monograms. It’s a worthwhile

exercise for the brand; you can easily treble the price of a basic trench coat with a bit of

personalisation and a few accessories thrown in.

Ted Baker has gone a step further and is creating art from images of its customers wearing

pieces from its new collection. In an in-store campaign called ‘Ted’s Drawing Room’,

customers pose in front of an Instagram photo booth, and 100 of them will be transformed

into artwork by a team of fashion illustrators. The artwork will be used in stores, and on

Facebook (and customers get to keep the signed, framed illustration).

But exercise caution: the beauty of using your customers in social media campaigns is also its

danger: no matter how well you think you know your audience, you often can’t predict (and

you certainly can’t control) what they’ll do. UK retailer Next ran a competition to find its next

model, but hadn’t anticipated a Facebook campaign which manipulated the voting to

propel unlikely candidate Roland Bunce to the top spot, with 26,000 public votes, way above

his nearest competitor’s measly 97 votes. (The rather sad end to the tale was that Bunce

withdrew from the competition, because of online abuse and taunts.)

4 Burberry allows you to design your own trenchcoat

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Fashion retailers and social media

4. Life beyond Facebook

You’d be forgiven for thinking that social media is all about Facebook and Twitter; not so. We

couldn’t write about fashion and social media without giving a shout out to the new kid on

the block, Pinterest, which now reportedly drives more new customers than Facebook.

Fashion is the most obvious beneficiary of pins - what could be better than to while away a

lunch hour lusting after the contents of our friends’ ‘my style’ boards - and retailers ignore it at

their peril. Most fashion brands are just getting started on Pinterest; even ASOS is a relatively

newbie here, with around 1,500 repins and just 27 ‘likes’. Victoria’s Secret has turned over its

Pinterest page to the ‘VS Teeny Bikini’, encouraging users to ‘share your own VS bikini pix

through Twitter, Instagram or Pinterest.” How well it works isn’t recorded; while 12,000 or so

people are following the pins, only 188 pictures have been pinned to date.

Pinterest discourages overt self-promotion, so the most effective thing a brand can do is to

give its content repin appeal: make it visually appealing, optimised with relevant keywords

and links, and watermarked (so that the origin of your image doesn’t rely on another user

copying and pasting accompanying text).

(For a complete run down on how to get started on and run Pinterest boards, see our ebook,

The Complete Pinterest Guide for Brands, which tells you everything you need to know about

getting started on Pinterest, including creating and curating pinnable content, creating

boards and campaigns, and engaging other Pinners.)

Calvin Klein created its own Tumblr site - which is in many ways the ideal blogging platform

for a fashion brand, with its focus on short posts and images of collections, models and shoot

locations (including the very on-message “Arran and Matt wrestling behind the scenes and

on location… St Barth’s”). This actively

encourages sharing on Facebook, Twitter

and Pinterest. However, the brand has no

official presence on Pinterest yet, despite

a holding page. Watch this space.

TopShop is creative about the way it

encourages consumers to engage (and,

of course, share their data). Customers

are encouraged to submit their own

pictures to Tumblr, and innovative apps

like its SCVNGR game use geo-targeting

to release prizes and incentives to

consumers within a 500 metre radius of

the store.

5 Calvin Klein's stylish Tumblr page

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Fashion retailers and social media

5. The power of the fashionista

The power of fashion editors has held fascination way beyond the fashion industry, spawning

films, TV series and novels. Interestingly, as a slight aside, increased sales of Vogue magazine

have bucked the trend of flagging newsstand sales with which other industry titles are

struggling. Vogue has created some interesting digital initiatives, including its ‘Voguepedia’,

an online archive of all things Vogue, which launched in December 2011.

But influence is fragmenting away from a small circle of pure fashion editors towards a new

generation of influencers: fashion bloggers. It’s almost mandatory for anyone with a degree

in fashion design to have their own blog; it’s also a great way for a young designer to get

noticed (think how unsigned musicians used MySpace in its heyday). Brands are falling over

themselves to court this new generation of fashionistas, bypassing traditional media channels

in favour of blogger networks, previewing collections to favoured bloggers, and creating

blogger-only catwalk events.

6 Voguepedia - an archive of all things Vogue

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Fashion retailers and social media

Is Vogue threatened by this new power? On the contrary, it’s using the trend (and the new

talent) to its advantage, creating the prestigious ‘Vogue Influencer Network’, a network of

1000 (unpaid) influential women who will not only spread the word about the magazine, but

will also review advertised products, thereby extending advertisers’ reach across social

channels. In Adweek’s words:

“It’s not enough that a brand like Vogue can sway people to buy certain products by

virtue of its clout. Brands today want to use the magazine’s readers to spread the word

about their products. To that end, the Condé Nast fashion bible has launched the

Influencer Network, a platform for advertisers that want to get on the social media

bandwagon. The Influencer Network is a panel of some 1,000 women deemed to have

sway over other women, based on how active they are on social networks like

Facebook and Polyvore, a fashion site where people create collages of outfits and

share them with other members.”

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Fashion retailers and social media

Issues facing fashion brands on social media

Social media and the impact on ethics

In an era when people expect to buy T-shirts for less than a fiver and don’t question the ethics

of how and where they’re made, social media has been a powerful force for campaigners

for ethical work practices and sustainability. Online sites such as Ethical Consumer let you see

at the slide of a button how a range of high street stores perform against criteria such as:

impact on the environment; human rights and working practice; animal welfare; and

sustainability. Social media has given lobby groups a strong, and sustained voice. Possibly as

a result, companies are starting to change their attitudes. H&M, long a promoter of ‘fast

fashion’ - held by some critics as one of the biggest cause of damage by the fashion industry

to both the environment (creating a ‘throw away culture’) and human rights (can you make

a T-shirt ethically for £3?) - is pushing hard to change its culture and improve ethics down its

supply chain. It’s hard to quantify how much of this change is down to pressure brought on

social media channels, but social media has certainly made these practices more

transparent.

All of which leads us rather nicely onto the next big issue for brands in social media:

Social media crises

There have been some well documented social media crises faced by fashion brands in the

last two years, ranging from the serious (the campaign against Versace to stop the practice

of sandblasting jeans) to the faintly ridiculous (that ill-thought-through tweet by Kenneth

Cole’s team making light of the Egyptian revolution).

Organised campaign lobby groups are getting smarter and smarter in their use of social

media to promote a cause, and bring about change (remember PETA’s DKNY ‘bunny

butcher’ Facebook campaign?).

We split crises into two groups: those you can avoid, and those you either can’t or choose not

to (for example, if you choose for business reasons to source from a company that may have

a campaign against it). Those you can avoid need business action to avoid them; those you

can’t should be rehearsed as far as possible, so you’re ready for when an issue strikes. (See

our blog post on this for more information about how to rehearse a social media crisis.)

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Fashion retailers and social media

Intellectual property (and its theft)

Copyright infringement and intellectual property theft have long been problems for fashion

retailers; whether its fighting knock-off ‘branded’ goods sold on a market stall, or designs that

have been copied from the catwalk.

Accusations of theft have hit a number of big name fashion retailers, and social media helps

fuel the flames. Claire’s Accessories was accused by independent designer Tatty Devine of

ripping off her designs; a problem that just doesn’t seem to go away on social media or

mainstream newspaper coverage. Urban Outfitters was also accused of copying the work of

an independent designer, and selling the product cheaper. The story hit all the major fashion

blogs and trended on Twitter. Quick handling of the problem, however, can make it go away

(at least until someone digs it up again for a white paper, of course).

Top Shop was called out on Twitter by one of the UK’s most influential fashion bloggers, Susie

Bubble, for copying the design of Yasmin Kianfar, a young designer. (Susie wears and

promotes a good deal of Top Shop clothing.) Within two hours, she had been contacted by

Top Shop and assured that the dress was being removed. Forever 21 quite often finds itself at

the centre of copyright infringement suits, copying designer pieces and creating a cheap

version for the high street.

7 Top Shop is called out on Twitter for copying designs

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Fashion retailers and social media

Burberry

The makers of the iconic trench coat has

been using social media to engage

customers for a number of years. In 2009

it launched its ‘Art of the Trench’ site,

where customers could upload pictures

of themselves wearing a Burberry trench

coat. As a result of its success, Burberry

made its first forays into Facebook,

where it now has 13 million fans. The

brand has consistently innovated on

social media, and perhaps the most

interesting of its social campaigns is its

‘Tweetwalk’ - where Burberry shared

images from the catwalk with followers

on Twitter in advance of its fashion shows - and its click and buy initiative during London

Fashion Week, which allowed consumers to watch the catwalk shows online, and click the

clothes from within the video, to buy them straight off the catwalk.

Burberry’s sales are booming; it saw a rise of 21 per cent in sales in the last quarter of 2011,

and attributed the growth in part to its social media engagement with consumers.

ASOS

Asos has ingrained social media to its website, with the creation of Asos Fashion Finder, a

community-based fashion site where users can connect (and share) with Facebook, create outfits,

seek out trend information, enter competitions, access its network of blogs, and even ‘friend’

members. Again, this is a smart strategy: while the retailer is using Facebook, Twitter and even

Pinterest to engage with consumers where they are, it makes sense that they would try to draw

those consumers back into their world, a world where they have much more control over the user

journey (and data) than they would over a third party site.

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Fashion retailers and social media

Managing a social fashion community

All communities need nurturing if they are to succeed, and none so more than for fashion

brands. Fashion is so personal, so subjective, that brands will attract disproportionate levels of

passion from fans - very powerful if harnessed properly - and equally, criticism from detractors.

I spoke to one of eModeration’s fashion-specialist community managers, Eloise Grey for

guidance on how to manage a social community for a fashion brand:

Set the objectives for your fashion community prior to launch. Is your objective to promote

new lines? Or resolve customer service issues? Or drive hits to your brand’s website? Or

perhaps it’s to increase loyalty through better engagement? Knowing what you want to

achieve before you start will help you develop the community and measure your results.

Walk the talk. When fashion expert and community manager Eloise Grey launched her

eponymous fashion brand in 2007, her own social presence mattered: “The brand is in my

own name, so naturally my ethos was the driving force behind it. It made sense for me to

immerse myself in the community, connecting with those interested in my specific area. Eco-

fashion was quite a niche area back in 2007 and the online community made it easier to

reach my target audience.”

Differentiate your channels. Assess the merits of each channel, and decide which are the

most relevant to you in achieving your objectives. For visually-appealing fashion brands,

Pinterest, Tumblr, YouTube (or other video sites), Twitter and Facebook are probably no-

brainers. But don’t just replicate content across each channel. You can keep the message

consistent, but create specific (and unique) content for each.

Show some personality. There’s nothing more dull than reading pages of corporate messages

on Facebook, and fans won’t like it. Use a voice that’s appropriate to your brand – if your

brand is irreverent, or quirky, create a voice on social channels that reflects this.

Moderate your community. That doesn’t mean censorship of negative comments, but no

brand has to put up with spam, or inappropriate, off-topic or even abusive posts. Debate is

fine, and people should be allowed to disagree with the brand and state their own opinions.

But if the discussion turns nasty, comments should be removed. You don’t want your brand

associated with behaviour that is abusive, or that breaks Facebook’s terms of service, for

example.

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Fashion retailers and social media

Give people a reason to come back. Consider content that your fans wouldn’t be able to

get elsewhere. For example, creating buzz in the run up to events, or showcasing the behind-

the-scenes production process of new lines. Think of content like this as handing your fans a

virtual access-all-areas pass to let them take a peek behind the scenes.

Personalise your engagement. If people are talking to you on Twitter or Facebook, they’ll

expect an answer sooner than they would on your website. This can offer a real advantage

to brands. As Eloise says: “Twitter is a great way to provide a personalised service. You can

keep customers updated on the status of their order, and even showcase swatches of

material. Twitter can open up the whole buying and ordering process.”

Social fashion: the future

Burberry is a great reminder of how good implementation of a strong social media strategy

can positively impact the bottom line. Social media objectives for fashion retailers is now

about much more than how many likes you can get on a Facebook page. They are linked to

the business; whether that’s finding new customers, developing new markets, testing new

lines, increasing sales value or encouraging repeat sales.

Social channels are a new frontline: where the balance of power shifts from the brand to its

customers. The brands reaping the benefits of social media will listen to what those customers

are telling them, and act on what they hear. And they’ll pay as much attention to their

customers’ social experiences online, as to their browsing and buying experiences in-store.

8 The EON Interactive Mirror in Singapore

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Fashion retailers and social media

About eModeration

eModeration Limited is an award-winning social media management agency. It works with

some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,

ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including

Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,

Crispin Porter + Bogusky and Publicis Groupe).

Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-

lingual moderation and community management services, consultancy and social media

crisis management training to clients in the TV, entertainment and digital publishing industry

and blue chip clients hosting online communities.

Committed to ethical business practices and to the promotion of child online safety,

eModeration's CEO Tamara Littleton recently worked with the UK Government department

UKCCIS to produce its on how to moderate online environments for children.

eModeration contributes to the growth of knowledge in the social media world via its , blogs

and seminars, and has a strong roster of returning clients who appreciate the high quality of

its services.

Media and blogger contacts:

For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate

Hartley, Carrot Communications, Tel: 0203 178 5052 / email [email protected]

© eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be

duplicated or disclosed to any third party without the written permission of an authorised officer of the company.