How Fashion Brands can take advantage of user generated

content: Instagram

London, 24_09_2012

#smwfashioninstagram

AgendaWelcome

Introduction of Presenters and Panelists:

Matteo Montecchi, Lecturer at London College of FashionKarinna Nobbs, Lecturer at London College of FashionJonathan Pryce, Digital Consultant & Independent Blogger

Kat Duffy, Academic Researcher & BloggerMatthew Zorpas, Digital Consultant & Independent BloggerCharlotte Sutcliffe-Smith, Head of PR, Beyond Retro

PresentationsPanel Discussion

Ask the AudienceVote of Thanks

Matteo Montecchi@matteomontecchi

Time, Person of the Year, 2006

Advertising Age, Agency of the Year, 2007

Conceptual framework based on: Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.

Web 2.0

Social Media

Creative Consumers

UGC

shift in locus of activity from desktop to web

shift in locus of value production from the firm

to the consumer

shift in the locus of power away from the firm to the

consumer

Technical

Social

Content Creators

“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6,000 friends.”

Jeff Bezos CEO Amazon.com

EMPOWERMENT

• Fashion consumers influence each other:

• copy each other behaviours.

• talk to each other informally; exchange information; seek and give opinions.

• Growing importance of WOM (Word-of-Mouth) marketing: research shows that positive WOM influences brand perceptions (image), brand choice and ultimately sales (Bertrandias & Goldsmith, 2006).

• Positive WOM as an antecedent and consequence of loyalty.

• Social media “revolution”: consumers have shifted from being passive recipients of marketing messages to being actively engaged in interacting with brands, influencing the attitudes and the purchase decisions of other consumers (Muniz Jr. & Schau, 2011).

• Almost six in ten fashion consumers look for customer feedback or reviews if they are unsure about a website or product, particularly females aged 25-34 (Mintel, 2011).

Fashion Influencers - a new scenario for fashion brands

GENERATION D ?

If Facebook was a country, it would be the world's third-largest.

Source: WARC

Karinna Nobbs@karinnanobbs

Fashion Instagram ChartsHigh 200K+: Burberry (530K), Forever21 (408K), Nastygal (366K),

Kate Spade (370K), Marc Jacobs (343K), ASOS (239K), Topshop (239K), H&M (201K)

Medium 100K-200K: Gucci (172K), Tiffany&Co (158K), NetaPorter (158K), Bergdorfgoodman (129K), OscarPRGirl (101K)

Low <100K: DKNY (80K), Mango (40K), Gap (30K), Armani (22K), Levis (25K), Selfridges (22K), River Island (18K), Urban Outfitters Europe (8K), HarveyNichols (5K), Jaeger London (500), Whistles (300)

No presence: Louis Vuitton, Prada, Chanel, Marks and Spencer, Dorothy Perkins, Primark, All Saints

NastyGal• Brand is 4 years old, launched on Instagram in late 2010• Founder Sophia Amoruso (28)• 60% Gross Margins, 93% of sales at FP, 75% Sales Increases• Translated Likes to Sales, update So Me 5 times a day• Obsesses over models poses, arty backgrounds, • Personal and open company culture where staff to post about

weekend getaway trips and makeup tips

Nasty Gal• Followers: 366K• Posts: 1211 (new products, inspiration (lifestyle), new models, staff

insights)• Average posts 5 a day• Average number of Likes (10K)• Average comments (170) very positive• Competition: #supernasty 1 week, 20 crowdsourced images for

limited edition magazine (13K uploads)• Competition: #nastygirlsdoitbetter 1 week, $1000 giftcard &

camera (5K) uploads• Integrated with other So Me platforms, tailor content (FB 494K),

(TW 60K), (Utube 2K subs, 234K views), Tumblr, Pinterest (18K)

Kate Spade• Ranked 2nd after Burberry in L2, embedded in marketing DNA• Launched on Instagram in 2011• “Live colourfully” Brand motto• 1526 Images (food, design inspiration, behind the scenes at

events and shoots, ad previews, colour is an important theme, press features, staff, NYC, infrequent competitions)

• Average 2-3 images posts a day• Average likes (3K)• Average comments (40)• Importance of geotagging the location, the account is also followed

as for places to see and things to do in NYC• #artofthedot, to celebrate themes of AW collection, 2Ksubmissions, • Guest instagrammer Brad Goreski Show stylist• Effective Integration with other So Me platforms (FB 600K), TW

295K, You tube (2K subs, 200K views), Pinterest (85K)

H&M• H&M: Launched in Feb 2012, 201K Followers, • 126 images ( ad previews, behind the scenes at events, new

products, contest winners, styling ideas, no staff info)• Average 1 image per day• Average no of likes (4K)• Average no of comments (60)• #MarniatHM: 2 weeks, 4 guest bloggers as jury, top 5 prizes

pieces from the collection, linked to Facebook app (voting) , 5K submissions

• #HMBeckham: 2 weeks, prizes are signed underwear, $1000 shopping spree, 3K submissions

• #AdrMoreisMore: 3 weeks, ADR is judge, 3 pics to win pieces from the collection, post images of extravagance 1.5K submissions

Top Tips

1. Showcase company culture (A day in the life of the brand, staff insight)

2. Integrate Instagram to your company website and other So Me platforms

3. Host a contest or promotion4. Utilize Guest Instagrammers (bloggers,

photographers, celebs)5. Connect the online to offline through events

Jonathan Price@GarconJon

Ted Baker

Concept• Perceived UGC• Blogger Collaboration• UK Reach• “Impress your mates to win a shopping spree”

Execution• Glasgow: GarconJon• Manchester: SaraLuxe• London: Mademoiselle Robot• In-store “Event”• Dedicated Facebook App • Facebook Transferal on-site

25

Results

212 Photographs4668 'Likes' on Photos via Facebook 7923 Visitors on Facebook App 3629 Facebook 'Likes' – 33% increase on previous month693% Reach increase on previous month

Reach across blogger Twitter & Facebook: 18,100Glasgow and London sales increase 25% on previous year

Retail Week “Campaign of the Week”

Reflections

Benefits • Blogger Community• Quality Control of Instagram photography• Quality Control of Brand Image• Real life presence

Disadvantages• Limited Ownership• Limited Reach• Closed Environment (no new or unexpected ideas introduced)

More? - https://vimeo.com/30699704

Panel DiscussionGuest Panellists:

Kat Duffy, Academic Researcher & Blogger

Matthew Zorpas, Digital Consultant & Independent Blogger

Charlotte Sutcliffe-Smith, Head of PR, Beyond Retro

Jonathan Pryce, Digital Consultant & Independent Blogger

Karinna Nobbs, Lecturer at London College of Fashion

(chair) Matteo Montecchi, Lecturer at London College of Fashion