1.
DataFashion
Fashion Social Marketing
Edoardo Bolzani
President
January 2013

2.
DataFashion
DataFashion delivers innovative technological solutions to the
Fashion and Luxury industries.
DataFashion is Microsoft’s partner for the following solutions:
• Dynamics Ax
• Dynamics CRM
We have engaged in Web Marketing (Communication, CRM,
e-Commerce,…) and now Social Web Marketing, to apply it to
Fashion Social Marketing and help medium and large-sized
Fashion businesses to take advantage of Web 3.0.

3.
Social Media Marketing
DataFashion has always paid great attention to what happens
in Fashion and could not have neglected the ‘Social’ world,
which is nowadays of paramount importance for:
1. Increasing Brand Awareness = a marketing concept that
measures how much the brand is known by Social
(potential) Customers
2. Generating more traffic on the corporate web site and/or
e-Commerce through Social Lead Generation
3. Keeping in touch with Fans, Influencers and Social
Customers and delivering a better Customer Service

4.
Social Media Marketing
Social Media Marketing is aimed at generating visibility on
Social Media (Facebook, Twitter, …), virtual communities and
aggregators 2.0.
The word commonly identifies the management of integrated
communication on all the different platforms that are made
available by Web 2.0 (social networking sites, photos, videos
and slides sharing, communities 2.0, Wiki, etc.).

5.
Social Media Marketing
The characteristic of these platforms is that they are not
owned by the company (or person) that establishes the
relationships.
The goal of Social Media Marketing is starting
conversations with users and/or consumers. Through
corporate blog or social networks, the company can
engage in one-on-one relationship that bring the brand
closer to its public.
Fashion businesses should work to make this connection
particularly ‘tight’!

6.
Scenario
Socialbakers has analyzed the issue of fashion and
social network and the performances of the best
brands.

7.
Top 10 on Facebook

8.
In Italy
The brand that were examined were Gucci, Fendi, Versace,
LiuJo, Dolce&Gabbana, and Prada.
Among these, the brand with the greater number of fan on
Facebook is Gucci with 9,485,705 fans [at the moment of the
analysis] and the greatest increase [+8% = +710.179 fan from
August, 1 to October, 31 2012].
The greatest percentage rise was achieved by Liu Jo, with fans
up by 29% [+86.260 fans] between September 19 and 20,
when the company announced that the
top model Kate Moss would attend the opening of the new
store in Milan’s city center.

9.
In Italy

10.
In Italy
The contents that drove grater engagement were:
- Liu Jo: image of an evening gown [3343 like, 106
comments, 376 actions]
- Dolce&Gabbana: photo album with stars wearing
D&G’s outfits *25.708 like, 316 comments, 1.696 actions+
- Fendi: photo album with stars wearing Fendi’s outfits
[22.051 like, 420 comments, 943 actions]
- Versace: photo of a new wrist watch [10.036 like, 340
comments, 1.192 actions]

11.
In Italy

12.
In Italy
This shows that the most appealing content is still
represented by images.
Unfortunately, brands’ response rate is still poor:
the sector’s standard is 65% [out of 111 comments by
fans, only 66 received a reply].
Such response rate is dramatically slow and needs
significant improvement. However, at least two brands
are replying to their fans!!!

13.
DataFashion
DataFashion and its Social Media Partners can help you

14.
Thank you
edoardo.bolzani@datafashion.it
+39 346 1443537