Fashion Fashion ForwardForward

How Social Media Moved Fashion Week ForwardHow Social Media Moved Fashion Week ForwardBy Terez BaskinBy Terez Baskin

New York Fashion WeekNew York Fashion Week

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• Every September and February

• Invite Only Fashion Shows

• Seated by order of importance or influence

Fashion Week & Social Fashion Week & Social MediaMedia

February 2010 Designers decide to February 2010 Designers decide to stream their shows live on their stream their shows live on their websites and Facebookwebsites and FacebookThis once closed society, was open to This once closed society, was open to the worldthe world

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WTHashtag #NYFWWTHashtag #NYFWWTH (what the Hashtag)WTH (what the Hashtag)

Hashtags are used to track trends on TwitterHashtags are used to track trends on Twitter

Using #NYFW in your tweet allowed fashion fans to Using #NYFW in your tweet allowed fashion fans to track the action livetrack the action live

Instant informationInstant information

Not a industry insider no need for a front row seatNot a industry insider no need for a front row seat

WTHashtag.com WTHashtag.com DashboardDashboard

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Twitter Friend or Foe?Twitter Friend or Foe?

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Hired and Fired all on Twitter PostIt can Make or Break a Brand

Social Media Social Media MeasurementMeasurement

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Radian 6

Radian 6 Dashboard

Dashboard

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Know

the

#s

Findings show that traditional news media receive higher Findings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical.credibility, telling the truth and being ethical.Other results include:Other results include:

93% of this year’s respondents spent part of their average 93% of this year’s respondents spent part of their average workdays with some aspects of social media.workdays with some aspects of social media.85% believe social media complement traditional news 85% believe social media complement traditional news media.media.92% think blogs and social media influence coverage in 92% think blogs and social media influence coverage in traditional news media.traditional news media.88% believe blogs and social media have made 88% believe blogs and social media have made communications more instantaneous.communications more instantaneous.

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How photos hit the world instantlyHow photos hit the world instantly

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Action/StrategyAction/StrategyMarc Jacobs decided days before Marc Jacobs decided days before fashion week No Celebrities for his fashion week No Celebrities for his front Row! front Row! He wanted the focus on his clothesHe wanted the focus on his clothesOne of a few designers two stream One of a few designers two stream show live on Webshow live on Web

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The High Pri$e of The High Pri$e of FameFame

What Celebs are paid to make appearances to exclusive fashion showsWhat Celebs are paid to make appearances to exclusive fashion shows

A-ListA-ListRihannaRihanna($100,000 or more)($100,000 or more)Beyonce ($80,000-$100,000)Beyonce ($80,000-$100,000)Mary Kate and Ashley Olsen ($80,000 each)Mary Kate and Ashley Olsen ($80,000 each)Jennifer Lopez (circa 2005: $80,000; circa 2010: $30,000)Jennifer Lopez (circa 2005: $80,000; circa 2010: $30,000)Lindsay Lohan (circa 2006: $60,000; circa 2010; UNINVITED)Lindsay Lohan (circa 2006: $60,000; circa 2010; UNINVITED)Colin FirthColin Firth (pre- (pre-A Single ManA Single Man: $5,000; post-: $5,000; post-A Single ManA Single Man: $15,000): $15,000)

B-ListB-ListBlake Lively ($50,000)Blake Lively ($50,000)Leighton Meester ($40,000)Leighton Meester ($40,000)Hillary Duff ($40,000)Hillary Duff ($40,000)Other Other Gossip GirlGossip Girl cast members ($25,000 a piece) cast members ($25,000 a piece)Jared Leto ($25,000)Jared Leto ($25,000)Kristen Bell (unpaid, but airfare, makeup and clothing are taken care of)Kristen Bell (unpaid, but airfare, makeup and clothing are taken care of)

C-List C-List Kim Kardashian ($35,000-$50,000)Kim Kardashian ($35,000-$50,000)Amanda Bynes ($25,000-$30,000)Amanda Bynes ($25,000-$30,000)Eliza Dushku (unpaid, but airfare, makeup and clothing are taken care of)Eliza Dushku (unpaid, but airfare, makeup and clothing are taken care of)

D-ListD-ListParis Hilton (free or) UNINVITEDParis Hilton (free or) UNINVITEDJersey Shore cast (UNINVITED)Jersey Shore cast (UNINVITED)America’s Next Top Model Winners (free)America’s Next Top Model Winners (free)

The Landscape of The Landscape of ChangeChange

Be a G-Star’s Raw ReporterBe a G-Star’s Raw Reporter

Know where your target audience is lookingKnow where your target audience is looking

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CommunicationCommunicationTwitter and Fashion Bloggers were treated like Twitter and Fashion Bloggers were treated like traditional media editorstraditional media editors

There was an air of excitementThere was an air of excitement

Online, In the Parks, New York Fashion Week – Online, In the Parks, New York Fashion Week – Haute!Haute!

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EvaluationEvaluation• Fashion Business has always Fashion Business has always

been on the cuspbeen on the cusp• Did it work?Did it work?

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CreditsCredits•PR and Social Media StudyPR and Social Media Study

• http://twitter.com/dknyhttp://twitter.com/dkny•Twitter.comTwitter.com

•Youtube.comYoutube.com•Flickr.comFlickr.com

•Tweetphoto.comTweetphoto.com•Twitpic.comTwitpic.com

•Radian6.comRadian6.com•Marcjacobs.comMarcjacobs.com

•Elle.comElle.com

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