Q2 Report

Fashion &
Social Media
Findings on the Utilization of Social Media and
Digital Marketing within the Fashion Industry.

April 2010
Introduction
We were asked to do research and
strategy on behalf of numerous fashion
and apparel brands that we worked with
in 2009. They wanted to know how to best
utilize social media and digital marketing.
Here are our findings.
What We Found
Many fashion brands—specifically luxury—
have been reluctant to adopt social media
practices with the same enthusiasm as other
consumer industries. Although select fashion
brands have interacted with consumers
through social media and garnered valuable
information as a result, the overwhelming
majority of brands have chosen to stay with
the traditional advertising mediums of print
and outdoor. Their resistance to social media
stems from a fear of losing control of the
brand’s voice—a real concern for established
global brands. However, we have found that
strategic social media engagements actually
help fashion houses better control their
ongoing narrative.
What Should Be Done
I. Dictate a brand’s voice through social
media as well as traditional marketing. If the
brand doesn’t, someone else will.
II. Engage the consumer through open
dialogue and curated feedback.
III. Make a long term marketing plan that
embraces social media and digital marketing.
From Facebook to Twitter to Foursquare,
digital interactions are becoming a larger part
of brand communication.
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Advantages of Social Media Platforms

• Allows a brand to have direct • Allows for the creation of stimulating,

conversations with customers. original content that inspires user-
generated content. Transforms a brand’s
• Provides the brand with a distinct voice. most passionate and loyal consumers
into brand ambassadors.
• Active posting lets customers know that
the brand is loyal to its community.

• Enters and engages new regional markets

that have yet to be made part of the
conversation.

• Satisfies the consumer’s desire to be

entertained and informed.

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[*Source B: Social Climbing: Luxury Fashion Brands Must Embrace Social Media:
http://www.forbes.com/2009/10/14/social-media-luxury-brands-cmo-network-gers.
html] [*Source C: 5 Ways Social Media Changed Fashion in 2009: http://mashable.
com/2009/12/21/social-media-fashion/] [*Source D: How the Fashion Industry is Embrac-
ing Social Media: http://mashable.com/2010/02/13/fashion-industry-social-media/]
Advantages of Social Media Platforms

• Enables brands to reach the top two • Magazines are no longer the preferred
target demographics, Millennials (age 18- method for connecting fashion houses
28) and Gen X’ers (30-45), who embrace and shoppers.
and use social networking sites like
Facebook and Twitter at rates of 75 and • Women over 45 are one of the fastest
50 percent. growing segments of Facebook users
and a significant target demographic for
• Gives consumers the ability to choose luxury brand producers.* [http://www.
how, when, and where they interact with insidefacebook.com/2009/02/02/ fastest-
brands. growing-demographic-on-facebook-
women-over-55/]
• Provides consumer with a choice that
lets them decide on what medium they
interact with brands.

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[*Source E: The New News Landscape: Rise of the Internet: http://pewresearch.org/
pubs/1508/internet-cell-phone-users-news-social-experience] [*Source F: The Millennials:
Confident. Connected. Open to Change: http://pewresearch.org/pubs/1501/millennials-
new-survey-generational-personality-upbeat-open-new-ideas-technology-bound] [*Source
G: Special Report: Marketing to the Millennials: http://www.nytimes.com/2010/03/03/
fashion/03iht-rmil.html]
Being Ahead of the Curve in Social Media

• There is a direct relationship between

successful social media strategies and
increased revenue.

• Fashion is constantly changing. Having an

online social media presence allows brands
to respond to this organic environment.

• Customers are on social media sites.

Facebook is now the #1 most popular
website in the United States.

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 Thoughts: Exclusive World

“There are no distractions, just an

intriguing feeling of an experience without
blandishments and no e-commerce in
sight... Instead of urgent offers to buy,
each video clip, artistic image and cultural
commentary creates a mood and suggests
that you have entered an exclusive world
where you can absorb and be informed.
The pleasure is measured by the time you
choose to spend in this enfolding world of art
laced with the fashionable.”

Suzy Menkes

6
Fashion Editor for the International Herald Tribune (New York Times)

[*Source G: Special Report: Marketing to the Millennials: http://www.nytimes.

com/2010/03/03/fashion/03iht-rmil.html]
Thoughts: Demographic

“The Millenial Identity: Most Millenials (61%) in

our January 2010 survey say their generation
has a unique and distinctive identity. That
doesn’t make them unusual, however...
But millennials have a distinctive reason
for feeling distinctive. In response to an
open-ended follow-up question, 24% say
it’s because of their use of technology....
Millennial’s technological exceptionalism is
chronicled throughout the survey. It’s not
just their gadgets—it’s the way they’ve fused
their social lives into them.”

Pew Research Report

[*Source F: The Millennials: Confident. Connected. Open to Change: http://pewresearch.

org/pubs/1501/millennials-new-survey-generational-personality-upbeat-open-new-ideas-
technology-bound]
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Thoughts: Access

“...The fashion world is going through

something of a Big Bang moment of its own.
Social media, live streaming videos, high-
definition images, smartphone applications
and state-of-the-art digital cameras are all
contributing to sense that every fashionista,
everywhere, can have a front-row seat and a
backstage pass.”

Jessica Michault

8
Online Style Editor for the International Herald Tribune (New York Times)

[*Source H: Special Report: Milan Fashion Week - The Big Bang -- in 3-D, of Course:
http://www.nytimes.com/2010/02/26/fashion/26iht-r3d.html]
Thoughts: Connect & Monetize

“Brands are learning how to humanize

without killing their mystique. You look
at brands like Chanel, who have pushed
designer Karl Largerfeld into the social
media sphere to further connect with their
customers, or Victoria’s Secret, who has
2.63 million fans on Facebook and 1.7
million for Pink—you are able to see how
these brands are able to connect with their
customers and monetize on it through
awareness, loyalty and engagement.”

Shiv Singh

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Online Style Editor for the International Herald Tribune (New York Times)

[*Source H: Special Report: Milan Fashion Week - The Big Bang -- in 3-D, of Course:
http://www.nytimes.com/2010/02/26/fashion/26iht-r3d.html]
Thoughts: Experience & Accesorize

“The best way to understand social media is

to use social media.”

Imran Amed
Editor for The Business of Fashion

“(mobile) Apps are the new virtual accessory.”

Frida Giannini
Creative Director for Gucci

[*Source I: CEO Talk: Robert Duffy, President Marc Jacobs International: http://www.busi-
nessoffashion.com/2010/02/ceo-talk-robert-duffy-president-marc-jacobs-international.
html] [*Source K: Streaming the Future: http://www.wwd.com/fashion-news/streaming-the-
future-2539615?src=rss/fashion/20100310]
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Thoughts: As Part of a Campaign

“Social media should be seen in the context

of the media mix as a whole. It is most
effective in an enhancing, supporting role to
other media. Like any campaign, it requires
an element of planning mixed with the ability
to react quickly.”

Trevor Johnson

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Head of Strategy & Planning at Facebook for Europe, Middle East & Africa

[*Source L: Competitions: Interactive Brands Gain Competitive Advantage: http://www.

marketingweek.co.uk/interactive-brands-gain-competitive-advantage/3010046.article]
Thoughts: Open Dialogue

“Brands feel the need to engage with social

media but the majority are not bringing
the customer close to the centre of their
operations. It must be much more of an open
dialogue that doesn’t just feel like a gesture.”

Simon Tucker

12
Consultant at Attention Seekers

[*Source L: Competitions: Interactive Brands Gain Competitive Advantage: http://www.

marketingweek.co.uk/interactive-brands-gain-competitive-advantage/3010046.article]
Thoughts: Moving the Needle

“We have been experimenting here in this

company. With Rugby, business increased
tenfold when we did the virtual show when
the product was in stores. It was amazing.
We have been experimenting elsewhere—
the iPhone, other things; David (Lauren) has
worked on a lot of these projects. So, the
concept of doing a show that goes right to the
consumer, it’s not a matter of should we do it.
We’ve done it.”

Ralph Lauren

[source: Everyone’s Doing It: Brands Take on Social Media, WWD issue 9/8/2009]

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Conclusion
High-end fashion is not just about a look.
It’s about a lifestyle. By communicating
directly with their consumers, fashion
brands can create an ongoing dialogue
with the people living that lifestyle.
An active social media presence creates
buzz and excitement about products that
allows consumers to connect with a brand in
a way that traditional media cannot.
It is imperative for Fashion & Apparel brands
to embrace social media communities before
they get too far behind the curve.
Social Media is an important indicator of a
brand’s relevance. There are radical changes
occuring in the way that consumers shop
and research. It is important to remember
than an ongoing dialogue requires two
parties. Brands looking to capitalize on the
rise of social media need to speak their part
or risk losing their voice.
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About Gin Lane

Located in Downtown New York City,

Gin Lane is the place where art and
commerce thrive. Our model of working
with influential and international brands
yields superior insights, creativity and
innovation.

Gin Lane helps our clients tell their unique story

through emotive design, conceptual thinking,
technical precision and a holistic approach to
brand development.

To learn more, please visit us online.

www.ginlanemedia.com

hello@ginlanemedia.com
Gin Lane Media
195 Chrystie Street Suite 502 D
New York, NY 10002
(212) 260-9565

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