Social Media Week London Authenticity in Fashion Social Media

Authenticity in Fashion Social Media

September 25th 2012, Hosted by

Agenda

1. Welcome

2. Introduction of Presenters and Panelists

3. Background and Context

4. Case Studies

5. Panel & Audience Discussion

6. Summary

7. Drinks and networking

Background

• Definition: of undisputed origin, not a copy, genuine, real, accurate, reliable, appropriate

• Social media: honest, meaningful, substance

• Environmental uncertainty driving the trend

• Scarcities of Time, Attention and Trust

• Driver of desire for retrobranding and heritage

• Quest for provenance

Context

Benefits: • Emotional connection with stakeholders • Longer relationships • Higher brand loyalty • Increase brand equity Challenges: • Time, attention and trust • Cost • Over- Censorship • Legal environment

Fashion So Me Context

• Made In/Designed In ( Burberry) • CSR (Marks & Spencer) • Design Copyright Issues (Urban Outfitters) • Brand Image changes (GAP, YSL) • Crisis Management (TopShop) • Customer Service (Office) • Fan buying • Crowdsourced competitons/UGC (Gucci,

Burberry) • Blogger outreach & representation (IFB)

Case Study: Honest by

• Launched in 2012

• Premium/Luxury

• Bruno Pieters

• 100% Transparency policy

• Where, how, who and how much is disclosed

• Revolutionary/Disruptive

• “tells the truth”

• Message is communicated through fb, tw, vimeo

Case Study: TopShop

Form

• Behind the Scenes – Facebook 2.7m

• Street Style – Tumblr

• 'Inside-Out' – Blog: Street wear, music, youth culture – Nasir Mazhar

• Twitter: People Behind the Brand

• “Unique”

• Collaborations – JW Anderson, Louise Gray

Strengths

• Consistent across all Channels

• Speed of responsiveness

• Huge content generation

Weaknesses

• Huge company, difficult to show humanity

• Wide target market

Case Study: Vogue

• @CondeElevator Twitter Account: • “Girl 1: She's making me run a

million errands this afternoon. • Girl 2: Oooh, will you bring me an

iced coffee on your way back?” • “[silence] [silence] [silence]

[silence] [silence] [silence] [silence] [silence]

• summer intern: “was that...?” • intern #2: “yeh” #AnnaWintour” • “Authentic, Vintage, Original”

Panel & Audience Discussion

– Karinna Nobbs, Lecturer at London College of Fashion (@karinnanobbs)

– Matteo Montecchi, Lecturer at London College of Fashion (@matteomontecchi)

– Matthew Zorpas, Creative Consultant & Independent Blogger (@matthewzorpas)

– Jonathan Pryce, Digital Consultant & Independent Blogger (@Garconjon)

– Andrea Apella, Deputy General Counsellor and Lecturer at Kings College (@andreaApella)

Summary

BE...

• Yourself

• Human

• Open

• Consistent

• Transparent