DIGITAL REVOLUTION

HOW NEW CONSUMERS AND SOCIAL MEDIA ARE TRASFORMING FASHION INDUSTRY

December 13, 2017

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FROM OLD MARKETING…TO NEW MARKETING

1. From Brand DNA to Viral DNA

2. From target to people

3. From Life style to life moments

4. From Brand Awareness to Brand Affinity

5. From Brand Image to Brand Reputation

6. From advertising to advertainment

7. From Media Planning to Media Hunting

8. From Broadcasting to Narrowcasting

9. From doing communication to being communication

10. From market positioning to sense providing

Modern Society Belief in progress

(individual, innovation, freedom, universal, global…)

CONSUMPTION AS OPPORTUNITY

Fashion Consumption: GOODS AVAILABILITY

BRANDS:

PRICE SEGMENTATION

POST MODERN SOCIETY

“Regress” (COMMUNITY, LINKS, AUTENTICITY, LOCALS

CONSUMPTION AS IDENTITY BUILDNG

FASHION CONSUMPTION:

DREAM PURCHASE STATUS PURCHASE

BRANDS

SEGMENTATION BY STYLE LIFE

MASS LUXURY vs ELITE LUXURY Maffesoli, 2000; Cova, Giordano, Pallera, 2007

POST MODERN SOCIETY

W Europe, US, Japan POST MODERN -> Mature market (or Transformed?)

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China, Russia, ME, FE: Modern Society “mature” -> EMERGED MARKETS

India, Brasill: Modern Society -> Emerging markets

•Luxury Consumption re-thinking •HIGH end consumption under discussion

• Luxury Market for the Elites •Opening to middle level market

•Luxury market development for the elites •Medium level markets on a first stage

REGIONAL MARKETS AND FASHION CONSUMPTION

Stock and real estate crisis: luxury market

•Income decrease for consumption (MASS LUXURY) •Crisis for “new rich” life style (ELITE LUXURY) •”Old Money” comes back (Mass e Elite)

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Consumers Confidence: medium and medium/high market

•Purchase decrease for unnecessary goods •Consumption decrease: unemployment increase

Emerged and Emerging Markets

•Strong China •Russia: cash crisis •India and Brazil: short term opportunity for Luxury sector

THE PERFERCT STORM AND FASHION CONSUMPTION

Modern Society: Mass Communication

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ISSIUNG: Structured, elaborated

Organization

TOOL:

Mass media

RECIVER: Big Mass – no differenciation

(target)

FEED-BACK: Absent

(non relevant)

Post Modern Society: Interactive communication

ISSUING: Simple

Organisations, Individual

TOOL: Internet (site, blog,

forum, social network, e-mail…)

RECIVER: Individuals,

aggregations, tribes

FEED-BACK: Very important!

-> General production of information and easy access, no limits (geo, time, language..): 2.0

-> Few information generators and limited access to information for users

POST MODERN SOCIETY - INTERNET

SELF REFERRED COMMUNICATION MODEL CRISIS

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The MODEL:

•Media influencer oligarchy ;

•“communication community” sure to influence

market trends

•Advertising, Media Relations and events

focused on “communication community”

THE EVOLUTION:

•General access to the information (brands,

products, dealers, prices, services)

•Production and diffusion of internet

contents (info on: brand weaknesses, brand

confronting, style, products, performances....)

INTERNET AND FASHION BUSINESS CHALLENGE

Self referred distribution model crisis

The model:

•Oligarchy of points of sales and luxury streets

(high streets), Dept. Stores, multi brand are the

“trend setters”

•Very selected and controlled distribution, we can

say consumption control

The Evolution:

•Outlet: I go but I hide it, now I go and I show it

off

•General access to the information -> purchase is

not a “holy ritual” anymore

•E-commerce: from bargain hunters channels

(stock, cheap price..), to premium (chance of a

direct contact with brand evangelist)

INTERNET AND FASHION BUSINESS CHALLENGE

Self referred distribution model crisis

The model:

•Oligarchy of points of sales and luxury streets

(high streets), Dept. Stores, multi brand are the

“trend setters”

•Very selected and controlled distribution, we can

say consumption control

The Evolution:

•Outlet: I go but I hide it, now I go and I show it

off

•General access to the information -> purchase is

not a “holy ritual” anymore

•E-commerce: from bargain hunters channels

(stock, cheap price..), to premium (chance of a

direct contact with brand evangelist)

INTERNET AND FASHION BUSINESS CHALLENGE

WEBSITES

A) Conventional contents

─ Product Catalogues

─ Store Directory

─ Company profile

B) Innovative Contents”

- Newsletter

- Short movies

- E-commerce

C) Limits:

- Slow Download

- Translation mistakes

- Difficult web site maps

- Google: not easy

• IMAGE

• LOW INTERACTIVITY

• TOP-DOWN APPROACH

• Still linked to traditional communication model

INTERNET AND FASHION BUSINESS CHALLENGE

SOCIAL MEDIA MARKETING:

Social Media Marketing uses social media features - opening, collaboration,

interaction – to involve users, to create conversations regarding a brand, a

product or a service.

MEDIA MARKETING: GOLD RULES

1. LISTENING: what people are telling about you (good, but first of all bad)

2. CONVERSATION: in mass marketing people cry, in social media people talk

3. INVOLVING: Not everyone wants to spend time watching always TV

4. CO-CREATION: brand products do not belong to the brand

5. BUILDING EXPERIENCE: stop speaking about “second life”!

SOCIAL MEDIA: INTRODUCTION

Enterprise 2.0 SOCIAL SOFTWARE TO ACHIEVE COMPANY OBJECTIVES Enterprise 2.0 (Andrew McAfee, 2010)

SOCIAL MEDIA MARKETING IN FASHION LUXURY :

1. LISTENING: FEW 2. CONVERSATION: SOMEONE STARTS 3. INVOLVING: MANY EFFORTS 4. CO-CREATION: ONLY CUSTOMISED PRODUCT, AND IN ANY CASE FEW 5. BUILDING EXPERIENCES: MANY EFFORTS, SOME RESULTS -> SMM IS IMPOOSIBLE IF YOU DON’T TAYLOR THE COMPANY FOR YOUR

COSTUMER

SOCIAL MEDIA: INTRODUCTION

FOCUS ON SOCIAL MEDIA

• With reference to digital marketing in fashion industry we’ll keep our focus on SOCIAL MEDIA

• Today SOCIAL MEDIA are a powerful toll and a driver to success for all fashion brands

WE EXPECT COMMENTS FROM YOU,

LADIES AND GENTLEMEN:

YOU REPRESENT DIGITAL GENERATION!!

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SOCIAL MEDIA IN THE WORLD: OVERVIEW

SOCIAL MEDIA IN THE WORLD: OVERVIEW

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SOCIAL MEDIA IN THE WORLD: OVERVIEW

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BEHIND FACEBOOK…

SOCIAL MEDIA IN THE WORLD: OVERVIEW

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ISTAGRAM IS THE THIRD SOCIAL NETWORK IN THE WORLD

SOCIAL MEDIA IN THE WORLD: OVERVIEW

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ISTAGRAM GROWTH

SOCIAL MEDIA IN THE WORLD: OVERVIEW

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SOCIAL NETWORK COMPOSITION

SOCIAL MEDIA IN THE WORLD: OVERVIEW

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CONSUMPTION: MORE AND MORE MOBILE (ALL SECTORS)

FASHION BRAND AND SOCIAL MEDIA

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FASHION BRAND AND SOCIAL MEDIA

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IN GENERAL CONSUMERS ALWAYS LOOK FOR INFORMATIONS…

BEFORE SHOPPING WHILE SHOPPING AFTER SHOPPING

FASHION BRAND AND SOCIAL MEDIA

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LUXURY CONSUMERS TOO..

94%: ON LINE OR OFF LINE RESEARCH BEFORE BUYING

78%: USE AT LEAST AN ON LINE SOURCE

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FASHION BRAND AND SOCIAL MEDIA

DIGITAL INFLUENCES 75% OF LUXURY SALES

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FASHION BRAND AND SOCIAL MEDIA

LUXURY CONSUMERS USE SOCIAL MEDIA FERQUENTLY

USE OF SOCIAL MEDIA 80% MONTHLY 50% WEEKLY 25% DAILY

USER GENERATED CONTENT 65% MONTHLY 40% WEEKLY 15% DAILY

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FASHION BRAND AND SOCIAL MEDIA

BRANDS HAVE TO:

AT THE RIGHT PLACE

WITH THE RIGHT TIMING

REACH THE TARGET

WITH THE RIGHT CONTENT

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FASHION BRAND AND SOCIAL MEDIA

DATA DRIVEN MARKETING

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BEST PRACTISE ON ISTAGRAM

MICHAEL KORS, DIOR, LOUIS VUITTOM

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BEST PRACTISE ON ISTAGRAM

NUMBERS ON ISTAGRAM: FOLLOWERS AND ENGAGEMENT

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BEST PRACTISE ON ISTAGRAM

PICK OF INTERACTIONS WITH #ALLACCESSKORS

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BEST PRACTISE ON ISTAGRAM

ACCESSORIES, MICHAEL KORS STRENGTH

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BEST PRACTISE ON ISTAGRAM

DIOR INVOLVES THROUGH EVENTS

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BEST PRACTISE ON ISTAGRAM

CELEBRITIES, THE SECRET OF SUCCESS

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BEST PRACTISE ON ISTAGRAM

LOUIS VUITTON: EVENTS AND SOCIAL RESPONSIBILITIES

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BEST PRACTISE ON ISTAGRAM

LOUIS VUITTON: EVENTS AND SOCIAL RESPONSIBILITIES

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CREATIVE DIRECTORS BECOME INFLUENCERS

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CREATIVE DIRECTORS BECOME INFLUENCERS

DESIGNERS COMPARISON

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CREATIVE DIRECTORS BECOME INFLUENCERS

VICTORIA THE MOST FOLLOWED, RICCARDO TISCI THE MOST ACTIVE

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CREATIVE DIRECTORS BECOME INFLUENCERS VICTORIA, BACKSTAGE AND EVENTS

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CREATIVE DIRECTORS BECOME INFLUENCERS VICTORIA TOP CONTENT: FAMILY AND PASSIONS

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CREATIVE DIRECTORS BECOME INFLUENCERS RICCARDO TISCI: GIVENCHY, STARS AND EVENTS

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CREATIVE DIRECTORS BECOME INFLUENCERS KARL LAGERFELD, SPACE TO HIS COLLECTION

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CREATIVE DIRECTORS BECOME INFLUENCERS NICOLAS GHESQUIERE, VUOITTON MAIN ACTOR

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