In an industry of erratic consumer demand and short product life cycles, marketing in the fashion industry is a tough terrain to conquer. Add to that a highly fragmented social media landscape and you face a task that that may resemble Mount Everest. Believe it or not, there is a way to scale this beast. The term "SoLoMo" has been coined to refer to the incorporation of a social, local, and mobile marketing strategy. By combining the three you can create a strong customer community and brand advocate base.

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Contents
 The state of play in the US Retail Sector
 Marketing success for the Fashion
Industry
 The Mobile Phenomenon
 The 3 Cs of new customer’s engagement
(content, commerce, and community)
2
 Fashions next big thing … SOLOMO
 Why do you need to be aware of it?
 Why your customers will start using it?
 What you need to do next
@social2b
@AccessoryNews
#S2BSoLoMo

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• US Economy in recovery
phase
• Retail sales driven by
personal income, interest
rates and consumer
confidence
• Retail sales trends
mimicking US economy
• Retailers need to take
advantage of
merchandizing, supply
chain management and
marketing
US Retail Industry: Market
Overview

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• Growth in the US
Fashion Retail
sector is moderate
at 4.2%
• Forecasted growth
of 28.8% by 2017
to US $671,776
million
US Apparel, Accessories & Luxury Goods
Industry: Growth
What will your stake be?

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US Apparel, Accessories & Luxury Goods
Industry:
Industry Analysis Summary
Source: MarketLine Advantage

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The market forces summary
Source: MarketLine Advantage
With forces of such as Intense Rivalry and Threat of New Entrants brands need to:
• Reducing customer acquisition costs
• Increasing customers switching costs

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Combining the forces successfully
Sources: Stella and Dot; mobify.com
Case Study – Stella and Dot
• Stylist trunk shows available in-home and
online:
– When the Stella & Dot team explored the analytics
of their website, they discovered that the stylists –
the company’s most influential user base – were
increasingly accessing the site from tablet devices.
Tablets gave the stylists an easy way to showcase
all of the website’s inventory at their in-home trunk
shows. When customers wanted to make a
purchase, the stylists needed to easily process
transactions on the spot – without having to switch
devices.
• Successful combination of e-commerce,
social media and highly personalized and
enhanced user/shopping experiences.

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Contemporary issues: Showrooming
• Customers inspecting merchandise in
brick-and-mortar prior to searching and
purchasing online.
• Create unique in-store experience to
drive traffic to the store and encourage
purchasing.
• Encourage customer experience and
design opportunities.
• Product differentiation.

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Social Media ‘Enablers’

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Social Commerce Market – 2010-2015

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Social Commerce – Sharing and Social Influence
February, 2013
90% Of Customers Will
Recommend Brands After
Social Media Interactions
(Internet Advertising Bureau recent study)

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Social Commerce – Brand Interaction
April, 2013March, 2013

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Social Commerce – Mobile Commerce

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The Mobile Phenomenon – PC vs Mobile
• Social Networks
attracted 171 million
unique visitors on
both PC & Mobile
• Mobile has out-
performed PC on all
media platforms with
43% growth compared
to 8%
• Twitter had the most
growth in mobile
access with 101%
• Facebook recorded
the largest audience
Source: comScore

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The Mobile Phenomenon – Ad Spending
• Mobile advertising
spend has increased
by four times the
amount spent back in
2009
• The projected spend is
likely to hit US$3.5
billion by 2014
• Google accounts for
56% of all global
mobile ad revenues.
Facebook accounts for
13%
Source: Business Insider

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Social Commerce – Stats Infographic

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Social Commerce – Early Success Stories
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Most common „social tactics‟ deployed by brands
• Ratings and Reviews
• Microblogs and landing pages
• Social Recommendations
• Company Blogs (including video blogs)
• Client generated comments
• Product sharing on social sites
• Social Shopping Aggregator Sites (deal sites)

19. Most common „social tactics‟ deployed by brands –
Ratings and Reviews
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• Used by most retailers (also a
common function for many
eCommerce platforms – Magento,
Shopify, ATG, DemandWare, etc.)
• Opportunity to reduce content
creation efforts and shift to 3rd party
generated content
• Benefits to product development,
field testing, and up-sell/sell-through
(if well integrated with analytics and
customer service process)

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Most common „social tactics‟ deployed by brands –
Microblogs – (Twitter, Tumblr, Pinterest, etc.)
• Easy and relatively
inexpensive to launch
• Quick Disposal or extra
inventory
• Customer Service
extension benefits

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Most common „social tactics‟ deployed by brands –
Social Recommendations
• Opportunity to
‘crowd source’
opinion, i.e. Yelp
• Exposes clients to
more content
• If built in, increases
time on site and
upsell opportunity

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Most common „social tactics‟ deployed by brands –
Company Blogs
• Good opportunity for SEO
• Integration of content and
commerce through links,
suggestions, reviews and
‘shares’
• Low cost add-on to the
existing commerce site
• Relevance is important –
not just aggressive
promotion

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Most common „social tactics‟ deployed by brands –
Client Generated and Suggested „outfitting‟

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Most common „social tactics‟ deployed by brands –
Client Generated and Suggested „outfitting‟
• Assists in merchandizing support and cross-sells
• Customer Engagement
• Unique Approach
• Integrating ‘high-touch’ and digital experience

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Most common „social tactics‟ deployed by brands –
Product Sharing on Social Sites (FB+Twitter)
• More effective than
company’s social network
pages
• Opportunity to use
Facebook’s or Twitter’s
infrastructure to evangelize
the brand
• Best relevant sharing (with
events, item quality, item
level communications, etc.)
• Many options exist for
content publishing and
commerce on FB and
Twitter

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Most common „social tactics‟ deployed by brands –
What about Facebook/Pinterest?
• Integration of on-
site experience
• Brand Extension
• Feedback
aggregator via
surveys, polls, co
mments, shares, li
kes
• Opportunities for
storefronts on the
sites

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Most common „social tactics‟ deployed by brands –
Social Shopping Aggregator Sites
• Aggregated and
incremental traffic
• More engaged relevant
shoppers based on
preferences
• Conversion is moderate –
early in the sell cycle
• Behavioral aspects are
visible – based on
preferences, price
sensitivity, etc.

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Trends and Drivers for Social Commerce
Retailers are beginning to overlay
‘social graph’ on digital and brick-
and-mortar locations
SoLoMo – Social, Local and Mobile
is beginning to bridge the gap
between physical and digital
Commerce and Social Commerce
will unite the audience on physical
and social worlds
Gaming may act as a catalyst in
social commerce as an early driver
(Zynga, etc.)

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Trends and Drivers for Social Commerce:
Potential and How You can Improve
Millenials and younger generations are
looking for recommendations and
validation from peers anywhere and for
anything making the use of social media
essential
The ‘blending real life and digital life’
continues to grow with the integration of
Real-World and Social World
Mobile technologies and Smart Phones
will continue to augment the experience of
shopping
SoLoMo will continue to drive traffic to
brick-an-mortar through ‘social
engagement’ (Likes, Check-Ins, etc.)
Image credits: EdologicIL; RenaultNL

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Social Apps, games, local deals, mobile
technology are driving ‘addictive’
behaviors
‘Location based tracking’ through
Gowalla (FB) and Foursquare may help
drive traffic to stores (physical and
digital) and solicit immediate feedback
Location based monitoring and activation
(LocalResponse via Twitter and local
check-ins)
Trends and Drivers for Social Commerce:
Potential and How You can Improve

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Trends and Drivers for Social Commerce:
Example – Macy‟s „Magic Fitting Room‟
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Trends and Drivers for Social Commerce:
Example – Diesel‟s Integrated Social Experience
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Trends and Drivers for Social Commerce:
Example – Adidas „Holiday Hookup‟

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What‟s next in Social Commerce Integration
Integration of social gaming and social
commerce – turning virtual currency
into real currency
Helping shoppers build collections and
sharing with friends – your way
(Polyvore, The Trunk Club, Fits.me, etc.)
Shopping content aggregation and
management, virtual closets, shareable
wish lists (SVPPLY, Groupon, etc.)
Specific interest graphs – new frontiers
evolving from Social Commerce – Social
Interest Graphs, integration of groups
and interests directed at brands, etc.

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What‟s next in Social Commerce Integration
Case Study – Walmart ShopyCat
Aggregated shopping helper (avatar)
integrating preferences and choices for
family members, friends and alike
interest groups

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What‟s next in Social Commerce Integration
Case Study – Pose
Mobile and Social Shopping
experiences. Share your branded
outfits with friends and family. Solicit
input and feedback. Get rewards for
sharing and featuring brands. Become
style influencers.
Good integration between social and
mobile channels. Excellent engagement
model.

37. The question not “Why SoLoMo?”
It‟s “Why not SoLoMo?”
SoLoMo
Combines Social, Local and Mobile
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38. Mobile has given us geographic precision
Large search engines are recognizing the untapped market in local search. This
issue was previously problematic for PC based searching. With smartphones and
apps driving the searches, the location efforts are exact.
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App design may enable:
•Store promotional deals directly to
the customer
•Details of new products
•Reporting capabilities on customers
whilst in store
•Engagement levels with customers
identifying themselves in store
locations

39. SoLoMo offers an enhanced customer
experience …
• The adoption of SoLoMo
strategy ensures that
customers are getting the
deals that will draw them
in to the store.
• Feedback from your
SoLoMo strategy will help
you deliver the right
products.
• Monitoring of all channels
will result in happier
customers and repeat
clients.
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40. … greater efficiencies…
• You can monitor your
clients.
• Delivering unique
customer relationship
management
opportunities.
• You can foster these
bonds with your
customer to ensure
greater service.
• The strategy gives
greater insights to realize
most profitable
customers.
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41. … increased engagement…
• SoLoMo allows companies to reach customers both on and offline.
• Online Social and Local competencies allows for community building and
client brand advocacy.
• Mobile gives real-time data to deliver better CRM solutions.
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42. and branding further opportunities.
• Establishing a Social Local Mobile
strategy allows you to brand across
more platforms of social media.
• The connection to your customer
through their mobile device ensures
that they feel personally connected to
the brand.
• This also provides the company with
better insights toward branding
strategies.
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43. More importantly SoLoMo enables measurement
• Customer insights
• Customer monitoring
whilst in store to deliver
better service
• Store sales data
• Business Reporting
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44. SoLoMo takes on the product market….
SOLOMO Exchange: Web-service platform enhances existing applications
through REST APIs.
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45. Next Steps
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Implementing a SoLoMo strategy
• Social
• Track all social networking accounts, blogs, websites, and short links on one dashboard – make them as integrated
as possible – allow for purchasing through different sites such as Pinterest and Facebook storefronts (or even Twitter
hashtags) to allow for increased visibility and traffic
• Use monitoring and eCommerce tools to track your success and assess customer satisfaction
• Engage directly – elationship management is key for brand loyalty – align your social media metrics / goals with
traditional marketing and business metrics / goals
• Mobile
• Ensure that your website is mobile-ready
• Integrate mobile apps / gamification (customer loyalty and rewards programs)
• Promote through SMS campaigns, mobile ads, QR codes, and other mobile-ready promotions
• Make sure all company profiles/social networks are mobile – accessible
• Local
• Use social media and mobile strategies to drive consumers to your brick-and-mortar location via local promotions
and check-ins – align strategies to maximize in-store traffic as well as online purchases
• In-store only specials/promotions (that can be promoted via social/mobile)

46. Next Steps
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• Make sure that you understand the technologies and tools
available to you. There are many platforms out there (such
Exchange) that can help you organize and monitor.
• Use big data analytics and sentiment analysis to understand
consumer behavior and be able to target them accordingly.
• A great way to be able to accomplish all of the above is to
partner with a social media marketing company (like Social2B)!
We specialize in this so we can walk you through best
strategies, tools, platforms, etc. to use to maximize your results!

47. Social2B Video for Mobile
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48. Thanks for listening!
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Briarley Delaney, Marketing Analyst, Social2B (briarleyd@social2b.com / @BD4GT)
Briarley’s work experience over the last 8 years has been within the finance and banking industry. There
she has fulfilled analyst and leadership roles. With a passion for creativity and existing experience with
business analysis, in 2010, she pursued study in the marketing field. Briarley joins Social2B leveraging her
knowledge of international business and experience with social media marketing.
Alex Romanovich, Founder and President, Social2B (alexr@social2b.com /
@alexromanovich)
Alex Romanovich has more than 25 years of leadership experience helping build domestic and
international brands, bring service and product innovators into new markets, and guiding top-tier
companies. His senior-level marketing and demand generation executive leadership is always driven
by innovation and results. With combined background in marketing, technology, analytics, and
international business development, Alex has deep experience in software, media, online marketing,
social media, and professional service segments.
Jessica Spar, Marketing and Community Manager, Social2B (jbspar@social2b.com / @jbspar)
Jessica Spar is a content marketing and community management strategist, working with brands to
increase visibility across platforms. She has a strong background in project management, working with
clients to implement engagement strategies and tactics to support the client’s business goals and
objectives. Her past work experience includes targeted email marketing campaigns, in-depth work and
research on broadening audience outreach and diversity, coordinating/developing promotional
partnerships and events.

49. Social2B
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Accessories Council
Social2B is a Social Media Marketing, Consulting, and
Product Development Agency of top industry professionals,
dedicated to helping B2C and B2B clients leverage the
explosive growth of social media marketing. We create
solutions at the intersection of marketing, technology, and
social media that drive client engagement, conversion and
bottom line results, backed by unique metrics, measurement
and campaign management methodologies. We advise
Enterprise clients on social media maturity and scalability
issues, social value chain optimization strategies, while
helping them build the appropriate social media
infrastructure and integration points.
@social2b
The Accessories Council is a not-for-profit, national advocacy
organization established in 1995. Our mission is to stimulate
consumer awareness and demand for fashion accessory
products. The industry generates over 30 billion dollars annually
in the United States alone. Over the past 5 years, membership
has grown to include over 185 corporations representing the
world's leading brand names, designers, publications, retailers
and associated providers for the accessories, eyewear and
footwear industries. The Accessories Council sponsors
educational seminars, networking events, seasonal trend
reports, marketing and advertising co-operative initiatives, as
well as design and marketing awards for fashion students.
@AccessoryNews
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