MEC Beauty and Fashion 2.0 Issue Seven FINAL

7/23/2019 MEC Beauty and Fashion 2.0 Issue Seven FINAL

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MEC Beauty and Fashion 2.0

Instagrams

Fashion Explosion


2/7

Editors Letter

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In one year Instagram has grown their active users in Australia by 32% to

become the 4th most used social media platform in this country. The

platform now engages with 5 million monthly users and its parent

company, Facebook, is looking at ways to capitilise on this growth from an

advertising perspective.

It was announced on the 9th September that the platform will be providing

advertisers the opportunity to run 30 second advertisements as an

alternate way of communicating to the audience beyond a static image.

The big question is, do consumers want to engage with brands on

Instagram?

A report conducted by Exane BNP Paribas, specifically looking at luxury

fashion brands, concluded that Instagram delivers a considerable higher

consumer engagement (93%) compared to its social counterparts

(Facebook 6%, Twitter 1%) measured from the combination of likes and

comments.

The reason I believe for the high involvement, is the fact that consumers

use the platform to obtain an insiders glimpse into scenarios that they

havent had exposure to in the past. When it comes to the world of

fashion Instagram gives followers a preview of the progress of a

designers collection, instant images from the fashion week shows and

previews of new products.

In this issue we have profiled some clever examples of brands that have

used social media, specifically Instagram, to garner cut through and

establish brand affinity.

.

Happy reading,

Lauren Turner


3/7

Net-a-Porter

Background:

Net-a-Porter recently partnered with Audi Hamilton Island Race Week for

a second year running. The luxury event features both on and off-water

activities, with A-list attendees, held between August 15th and 22nd.

Concept :

This year Net-a-Porter hosted a cocktail reception and used this

opportunity to discuss how to pull off the cruise look and share their

vision for the future of fashion trends. The personal shopping team were

also available at a Style Suite so that attendees could update their

wardrobe. The attendees included those among the Net Set, who have a

substantial social media presence. The public engaged with pictures from

the event with the following number of likes registered from photos posted

from these influential personalities: Hanneli Mustaparta (averaging 3k

likes), Nicole Warne aka Gary Pepper Girl (averaging 22k likes), Sara

Donaldson aka Harper and Harley (averaging 6k likes) and Bambi

Northwood-Blyth (averaging 4.5k likes).

MEC opinion:

Ordinarily, the general public would be quite unaware of events such as

these, however with the growing popularity of fashion bloggers, and their

social platforms, this has been flipped. The result is a cost effective and

targeted branding campaign, bringing Net-a-Porter to the forefront of

viewers minds via their favourite bloggers who seamlessly speak praises

of the brand.

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Sources

http://www.hamiltonislandraceweek.com.au/media-releases/net-a-

porter-com-and-mr-porter-com-partner-with-au

http://www.vo

gue.com.au/fashion/news/net+a+porter+joins+the+annual

+hamilton+island+race+week,31635

http://www.afr.com/lifest

yle/fashion/fashions-on-the-shore-hamilton-

race-week-packs-a-punch-20150810-givn1nhttp://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-

a-porter-is-returning-to-hamilton-island/

https://instagram.com/explore/locations/242033904/
http://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-auhttp://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-auhttp://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/http://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/https://instagram.com/explore/locations/242033904/https://instagram.com/explore/locations/242033904/http://www.thefashionspot.com.au/buzz-news/latest-news/622295-net-a-porter-is-returning-to-hamilton-island/http://www.afr.com/lifestyle/fashion/fashions-on-the-shore-hamilton-race-week-packs-a-punch-20150810-givn1nhttp://www.vogue.com.au/fashion/news/net+a+porter+joins+the+annual+hamilton+island+race+week,31635http://www.hamiltonislandraceweek.com.au/media-releases/net-a-porter-com-and-mr-porter-com-partner-with-au


4/7

Coach

Background:

Coach is one of the many accessories and leather goods brands

experiencing difficulty in reaching younger audiences, and enticing

purchase of their higher end products. The brand then introduced an

interesting initiative, Coach Pups, to raise their brand awareness.

Concept :

Coach recruited celebrity pups in this unique luxury brand campaign, with

Instagram and social posts designed to reach a wider audience. ArianaGrandes dog, Toulouse, took part, as did Miranda Kerrs (Frankie), and

Lady Gagas (Asia Kinney). An event was also held to celebrate the

pooches in July, with other famous Instagram dogs in attendance. The

event drove much social media activity, on Coachs owned assets, and the

attendees. Coach extended the campaign beyond the event, with the

occasional pup-inspired post popping up on their Instagram account still,

attracting tens of thousands of likes (more than the average Coach

Instagram post). The campaign has expanded into other areas of media,

with print ads featuring Lady Gagas dog.

MEC opinion:

Although no results are known, this has definitely helped Coach carve out

a niche image for their brand. Coach has identified an interesting audience

insight, drawing on the importance and love of pets, and have cleverly

aligned with this passion to drive brand affinity. Meanwhile they have also

focused on their corporate social responsibility communication by

supporting relevant animal charities with their work.

4

Sources

http://wwd.com/accessories-news/financial/social-media-handbag-

sales-coach-michael-kors-10204700/

http://www.hn

gn.com/articles/101299/20150616/ariana-grandes-dog-

latest-face-coach.htm

https://instagram.com/coach/

htt

p://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-

kinney-10164456/
http://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/http://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/http://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttps://instagram.com/coach/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://wwd.com/media-news/advertising/lady-gaga-dog-coach-asia-kinney-10164456/http://www.wmagazine.com/parties/2015/07/coach-pups-party/photos/https://instagram.com/coach/http://www.hngn.com/articles/101299/20150616/ariana-grandes-dog-latest-face-coach.htmhttp://wwd.com/accessories-news/financial/social-media-handbag-sales-coach-michael-kors-10204700/


5/7

Misha Nonoo

Background:

Misha Nonoo was a relatively unknown NY fashion brand on the fashion

scene, with a niche online following. However they conceived a unique

way of utilizing Instagrams capabilities to grow their consumer reach.

Concept :

Instead of staging a full runway presentation, the 2016 Spring collection

was presented online only namely through Instagram, on the 12 th

September. This was a fashion first, the first time ever that a label hasused Instagram to debut a collection. The designer chose to launch this

way as the app has an inclusive and global nature, while also being a

visually-led storytelling platform: ideal for fashion. To view the collection,

users scrolled through the images by turning their phone sideways,

accessed on an independent account, separate from the brands main

page.

MEC opinion:

A digital runway has many advantages, including the reduced stress and

cost of managing a fashion week presentation. Aside from this, the brand

can reach the general global fashion audience, providing the consumer

with a way to view the collection whenever they like, and instantly. The

hype generated through this campaign has also been impressive articles

featured on all the popular fashion and culture blogs, extending the reach

to audiences they wouldnt have spoken to in the past.

5

Sources

http://wwd.com/fashion-news/fashion-scoo

ps/misha-nonoo-nyfw-

runway-show-instagram-presentation-102046470

http://mishanonoo.com/

http://www.w

sj.com/articles/a-sneak-peak-at-fashion-week-1441821675

http://au.eonline.com/news/694236/trendsetters-at-work-n

yfw-edition-

misha-nonoohttp://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-

instagram-fashion-show/

http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-

fashion-show/photos/https://instagram.com/mishanonoo_show/
http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470http://mishanonoo.com/http://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/https://instagram.com/mishanonoo_show/https://instagram.com/mishanonoo_show/http://www.wmagazine.com/fashion/2015/09/misha-nonoo-instagram-fashion-show/photos/http://observer.com/2015/09/misha-nonoo-texted-us-to-explain-her-instagram-fashion-show/http://au.eonline.com/news/694236/trendsetters-at-work-nyfw-edition-misha-nonoohttp://www.wsj.com/articles/a-sneak-peak-at-fashion-week-1441821675http://mishanonoo.com/http://wwd.com/fashion-news/fashion-scoops/misha-nonoo-nyfw-runway-show-instagram-presentation-102046470


6/7

Megan Hess

Background:

Megan Hess started her career in graphic design, with her big break being

the job of illustrating Sex and the City book covers. Following this she

began illustrating for luxury clients including Chanel and Tiffany & Co.

She has now developed an empire, made stronger by her omnipresence

on Instagram.

Concept :

Megan Hess uses her Instagram account to highlight fashion illustrations

created for her high profile clients. The success of her designs and the

public engagement with them online has led to Megan publishing 3 books,

and now demand at many events, where she is asked to draw live for the

attendees. Recently Megan collaborated with Harpers Bazaar Arabia to

launch House of Bazaar in Dubai, and Mont Blanc to celebrate the new

store on Collins St, Melbourne. Each Instagram post generates around 4k

likes. In the last year, her account has greatly increased the number of

likes and interaction, with each post now averaging between 2k 3k likes.

MEC opinion:

Megan Hess has successfully built her brand by using social media,

particularly Instagram, and she continues to see growth. Along with many

other bloggers, Megan offers brands great leverage online with

collaborations and partnerships. Her point of difference is taking it one

step further by creating a piece of artwork for clients, as opposed to a few

images or a write up.

6

Sources

https://instagram.com/meganhess_official/

htt

p://stylehunter.com/featured/megan-hess-for-montblanc-donna-

ferreri-perth/

http://www.rizzoliusa.com/book

.php?isbn=9781742708232

http://meganhess.com/
https://instagram.com/meganhess_official/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/http://www.rizzoliusa.com/book.php?isbn=9781742708232http://www.rizzoliusa.com/book.php?isbn=9781742708232http://meganhess.com/http://meganhess.com/http://www.rizzoliusa.com/book.php?isbn=9781742708232http://stylehunter.com/featured/megan-hess-for-montblanc-donna-ferreri-perth/https://instagram.com/meganhess_official/


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Editors Photos credited to www.snappystreet.com.au

All other images are sourced from Google images

Previous issues of the newsletter can be viewed here:

http://www.mecglobal.com.au/opinion/insights/

7

CONTACT ONELauren Turner

Tel: +61 2 8356 0689

[email protected]

CONTACT TWOHannah Cole

Tel: +61 2 8356 0683

[email protected] www.mecglobal.com

Acknowledgments
http://www.snappystreet.com.au/http://www.mecglobal.com.au/opinion/insights/http://www.mecglobal.com/http://www.mecglobal.com/http://www.mecglobal.com.au/opinion/insights/http://www.snappystreet.com.au/

MEC Beauty and Fashion 2.0 Issue Seven FINAL

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