The document discusses the importance of digital marketing for fashion brands. It summarizes trends in areas like mobile, social media, and search engine optimization. Brands are advised to focus on the basics like quality content across all platforms and devices to stay relevant in today's digital landscape. Mobile and social media are growing areas that brands must embrace. The presentation also provides specific analytics on top fashion brands' performance and opportunities for improvement.
11. Why Mobile?
• 79% of smart phone and tablet owners use devices for shopping
• 73% use smart phones users, use their device for store location
• Mobile shopping queries are 2x more likely to be in store
• 79% of mobile users, use their phone for product reviews
• Fashion accounts for around 83% of 18-35yr men’s online spend.
• One in two men aged 18-35 have a shopping app installed on their
phone .
• PC sales declined 14% in Q1 of 2013
13. M. vs RWD
Better SEO
Easier SEO
Seamless UX
Link Sharing
“Google recommends webmasters follow
the industry best practice of using
responsive web design”
15. Social – Why Important?
• Google content
• Direct engagement
• Control brand messaging
• Creating efficient buzz
• G+ helping SEO & advertising
• More SEO weighting – Page Rank
19. Michael Kors Social Growth
Amanda Seyfreid in
Michael Kors
NYFW/Daily Mail
2x Facebook and Twitter fans:
From 3M to 6M
10x more monthly online mentions:
From 3K to 33K
20. Michael Kors - Why the growth?
4. Ahead of the curve for mobile
1. Facebook exclusives 2. Multi-faceted social campaigns:
#FallingInLoveWith – 3000
followers/day
3. They go where their fans are:
#MKTimeless – 50% Instagram growth
21. Mulberry - Why the growth?
1. What a difference a season makes. 2. Mulberry News, no @s not RTs
3. Product Exclusives & off runway looks
London Fashion Week Profit warning
4. Continual & accelerating growth
for 6 months across platforms.
+8% increase in the last year
22. Social – 3 social trends shaping Fashion
3. Social entertainment
1. Crowdsourcing and Curation
2. Fashion Week is accessible
and commercial
25. Google LOVES Brands
Filter Bubbles Social & Author Rank Classic Relevancy
Anchor Text
Domain names
Link Diversity
CTR from SERPs
Social Profiles
Local Results
Google Ads
Brand classifier
37. Content is Two-Sided
Seasonal Trends
Commercial Priorities
Brand Positioning
Exposure
Industry Trends
Audience Interests
Journalist Interests
38. How does it work?
• Strong, bespoke relationships (think PR)
–Email is so 2012
• Co-creating content
• Creativity
• Quality > Quantity
• Focus
• PR with an ROI