(This is a snippet from a longer blog article)
During September, 22,781 online conversations circled around one major topic: fashion. This autumn’s major fashion events displaying collections for spring and summer 2010 have now ended.
When people are talking about fashion week, the main forum used is Twitter with 25% of all the conversation. Probably not all that surprising, but certainly highlighting Twitter’s integration with mobile handsets has now made it easier than ever to let the world know about the latest ‘must have’. What is also interesting to notice is that the major social media platforms are the main medium for discussion and not the dedicated fashion forums. That blogs hold 57% of the mentions, compared to forums with 9%, shows that, as with the designers themselves, fashion bloggers want their own stage, rather than sharing it with others.
The Graph to show where Fashion conversations are happening online. Twitter is considered a Micro blog, hence placed under the category ‘Blogs’. Source: Brandwatch
However, when people are willing to listen they want to hear from the experts and fashion brands need to be there. Gucci is one of the major brands that have understood this and their Facebook page has yielded over 450K fans to date. Marc Jacobs on the other hand, who is not engaging with the fans on Facebook, but is only hosting a fan page, has only 150K fans. Gucci consequently is the most mentioned fashion brand relating to the recent fashion weeks, and has three times as many mentions as Marc Jacobs. – perhaps not just a co-incidence.
So learnings for fashion marketers, head to the next event with your iPhone in one hand and your influential blogger in the other.
Posted: October 23rd, 2009 | Author: Christian Lindman | Filed under: mobile, social media | Tags: buzz, Fashion | No Comments »
This week Love magazine has dedicated it’s all important second issue to anyone under 21 with commentary from Style Rookie blogger Tavi.
Tavi isn’t alone, WishWishWish blogger Carrie is 18, Selina of Flying Saucer is in her teens and KB of “I want you to know it” is 22 years old.
E-retail group IMRG reported that 15% of fashion sales are now online and that the internet plays an important role in more than 40% of sales. It’s clear that high-street brands that haven’t already need to get to grips with bloggers.
Some brands have started to get involved – TopShop recently invited legendary style blogger Susie Lau to launch their latest collection (she’s 25 if you were wondering) and Next bought key style bloggers to their Next Directory Model Competition final to review their AW09 lines.
For brands yet to get involved, remember that style bloggers probably don’t fit the same demographic as your average customer, but they certainly pack a punch when it comes to your brand’s reputation online.
Posted: September 8th, 2009 | Author: Katie Edgar | Filed under: social media | Tags: Fashion, Retail, style | No Comments »
It’s my first post for Spreading JAM and as the only girl I felt was right to bring some style to the proceedings. Recently we’ve noticed retailers jumping on the viral bandwagon by running flash sales – that’s items being reduced for short periods with notifications sent to a list of select subscribers who “theoretically” will tell all of their friends (personally I tell no-one – why would I share the bargains?).
ASOS started the trend with their lunch-hour sprees and more recently net-a-porter sales outlet ‘the outnet’ (outlet – outnet, get it?) have run Friday auctions where they sell off luxury designer items to the bidder who can hold her nerve longest. If you’ve got a desirable brand then it’s a great way to generate buzz without actually giving anything away for free.
Right now Fashion156 are offering a sale preview with 40% off all my-wardrobe goods that are not “new season, wardrobe classics or summer essentials”. Enter code fashionconfss40 at the check-out.. Be quick…
Posted: June 16th, 2009 | Author: Katie Edgar | Filed under: Affiliates | Tags: Fashion, flash sale, my-wardrobe, outnet, style, thread social | 2 Comments »
