eModeration white paper: how fashion retailers use social media

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    23-Aug-2014
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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

  • How Fashion Retailers use Social Media 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?Authored by Tamara Littleton July 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
  • Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 1 John Lewis virtual dressingroom Type chapter title (level 2) ..................................................................................................................................................... 2 Fashion retailers and Type chapter title (level 3) .............................................................................................................................................. 3 social media Type chapter title (level 1) 4 Type chapter title (level 2) fit with social Fashion is a natural ..................................................................................................................................................... 5 Typemedia. We take photos of clothes chapter title (level 3) .............................................................................................................................................. 6 we love and share them with our friends on Facebook and Twitter;Contents pin clothes we lust after onto we Pinterest boards; we watch Contents Error! Bookmark not defined. Fashion Week unfold on video Being social in a regulated world ..................................................... Error! Bookmark not defined. streams. In River Island, we can Who wants to engage with their bank? Banks are boring, right?Error! Bookmark not defined. tweet straight from the fitting The opportunities for social media for financial services companiesError! Bookmark not defined. room mirror and in John Lewis we Setting the rules of engagement ...................................................... Error! Bookmark not defined. can try on clothes in a virtual over social media ............................. Error! Bookmark not defined. Crisis and risk management fitting room and, as with Republics new service, discuss our choices with friends on Facebook and Twitter. Weve created a new way of discovering fashion: magazine editors are celebrities on Twitter, a new wave of fashion bloggers are being courted by brands straightContents college. Brands are hitting big on social channels: Converse, the biggest social brand in from the world, has 31 million likes on its Facebook page, and regularly gets thousands (in one Contents Error! Bookmark not defined. case, hundreds of thousands) of comments or likes for each of its posts and photos. And Being social in a regulated world ..................................................... Error! Bookmark not defined. every week, it seems, a new piece of research comes out telling us that Pinterest is becoming Who wants to engage with their bank? Banks are boring, right?Error! Bookmark not defined. increasingly important to fashion retail. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Its Crisis and risk street fashion brands which are doing well on social media. Perhaps the not just high management over social media ............................. Error! Bookmark not defined. surprise success stories are the luxury fashion brands: Burberry (see focus box, below) has 13 million fans on Facebook; Armani Media Engagement Facebook, Organisations eModeration: The Guide to Social has 3.2 million fans onfor Financial and nearly 3000 people took the time to like the brands new collection photographs on its Facebook timeline. Of course, retailers have moved beyond simply gathering likes and followers on their social channels. Its what they do with those likes that counts. And there are some big opportunities for social fashion brands. 2
  • Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 1. Socialising the customer experience Type chapter title (level 3) .............................................................................................................................................. 3 How to do customer service well on social media is a paper topic in itself (has produced a 4 Type chapter title (level 1) good series of papers on the subject), and so well limit ourselves here to looking at some of Type chapter title (level 2) ..................................................................................................................................................... 5 Typethe mosttitle (level 3)things (in our view) that brands are doing online to improve the overall chapter interesting .............................................................................................................................................. 6 customer experience.Contents 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 Contents Error! Bookmark not defined. take customer service issues off its main pages and into a dedicated customer service channel. social in a regulated world ..................................................... Error! Bookmark not defined. Being The objective for a dedicated customer service page like this one is very different to the main social pages for awith their bank? Banks are boring, right?Error! Bookmarksense: Who wants to engage fashion brand, and so splitting them out makes a lot of not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. where a brand might target volume, reach, sharing etc on its main pages, its likely to focus Setting the rules of engagement ...................................................... Error! Bookmark not defined. on Crisis and risk management over social mediaservice page (and no doubt in some defined. speed and rates of resolution on its customer ............................. Error! Bookmark not cases actively trying to avoid social sharing). Its 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 boringContents people who want less specific engagement with the brand. those Contents Error! Bookmark not defined. According to SocialBakers, Sephora, Nike Running and Next show the most devotion to customers on Facebook and Twitter ..................................................... Error! Bookmark notalso one Being social in a regulated world (judged by response rates to posts). New Look is defined. Who wants to engage with their bank? Banks are boring, right?Error! Bookmark not defined. to watch, and according to some reports beats both ASOS and Top Shop for social The opportunities for social media for financial services companiesError! Bookmark not defined. engagement, rules ofwith a heavy focus on customer service. LikeError! Bookmark not defined. Setting the again engagement ...................................................... ASOS, it has c