Presentation compiled by @MatteoMontecchi Lecturer in Fashion Branding and Retail Strategy at London College of Fashion

1. How Fashion Brands can take
advantage of user generated
content: Instagram
London, 24_09_2012

2. #smwfashioninstagram

3. Agenda
Welcome
Introduction of Presenters and Panelists:
Matteo Montecchi, Lecturer at London College of Fashion
Karinna Nobbs, Lecturer at London College of Fashion
Jonathan Pryce, Digital Consultant & Independent Blogger
Kat Duffy, Academic Researcher & Blogger
Matthew Zorpas, Digital Consultant & Independent Blogger
Charlotte Sutcliffe-Smith, Head of PR, Beyond Retro
Presentations
Panel Discussion
Ask the Audience
Vote of Thanks

4. Matteo Montecchi
@matteomontecchi

5. Time, Person of the Year, Advertising Age, Agency of
2006 the Year, 2007

6. Technical
shift in locus of activity
from desktop to web
Web 2.0
Creative
Social Consumers
Media UGC
shift in the locus of power shift in locus of value
away from the firm to the production from the firm
consumer to the consumer
Social
Content Creators
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.

7. “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

8. Fashion Influencers - a new scenario for
fashion brands
• 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).

9. GENERATION D ?

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

12. Karinna Nobbs
@karinnanobbs

13. Fashion Instagram Charts
High 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

14. 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

16. 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)

18. 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)

20. 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

22. 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 promotion
4. Utilize Guest Instagrammers (bloggers,
photographers, celebs)
5. Connect the online to offline through events

23. Jonathan Price
@GarconJon

24. 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. 25

26. Results
212 Photographs
4668 'Likes' on Photos via Facebook
7923 Visitors on Facebook App
3629 Facebook 'Likes' – 33% increase on previous month
693% Reach increase on previous month
Reach across blogger Twitter & Facebook: 18,100
Glasgow and London sales increase 25% on previous year
Retail Week “Campaign of the Week”

27. 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)

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

29. Panel Discussion
Guest 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