The Fashion Marketing Blog An informative blog discussing the world of E-marketing by Hannah Lucas
THE NEW AGE OF E-MARKETING, Sunday 11th March 2012 In today’s society online marketing has become integral to a brands strategy. Generation X and Y have had technology woven into their lives. Smart phones have revolutionised the availability of the web with 1 in 3 mobile users owning a Smartphone and M-commerce predicted to take over desktops as a way of accessing online content by 2014 (MACKIE). 23% of consumers say smart phones have had an impact on their spending (BRANDCHANNEL.COM) and this is soon to develop further with F-commerce enabling consumers to purchase on Facebook. Technological innovations have made it possible for consumers to have an in-store experience online. Visual merchandise, changing rooms and zoom imagery has meant consumers inability to try clothes on when shopping online is no longer an issue, the virtual approach is helping e-commerce and 20% of shoppers who use this feature are more likely to purchase (RED HERRING MAGAZINE, 2010). However there will always be a market of consumers that will favour the in store shopping experience. Not all consumers want to shop strategically and for many the social aspect of a day out shopping and coming home with bags of new products gives more satisfaction then buying online. Global e-commerce is predicted to reach $963 by 2013 growing at an annual rate of 19.4% (ALLEN). With 30% of the world having access to the internet it is not surprising that e-commerce is expected to rapidly grow in the next year (JIANG). E With the smart phone app shoppers are – commerce has revealed emerging international markets with e-commerce being adopted in China more than any other encouraged to ‘check in’ when visiting stores country, driven by convenience and lower priced alternatives. With these growing international markets it is understandable to receive promotions which are then pubthat European retailers are expanding their businesses to e-commerce – as seen with Zara who launched their online store lished on their soical network. This app has in 2011. had negative feedback though with consumers reluctant to want to tell everyone on the Rising costs of advertising and rent prices are affecting how and where brands are marketing products, why create a costly web where they are and what they are doing advertisement campaign when consumers will happily advertise products for free online? Increased rent prices, staffing and there. In some ways this aspect of marketenergy, means the current economic climate does not favour small struggling businesses breaking into the market. As the ing is intrusive to consumers as it plays up Long Tail Theory (ANDERSON) suggests, e-commerce has opened a gateway for Niche businesses to find their consumer to this idea of a ‘Bib Brother’ society where and build an online identity. Although the infrastructure of a website can be costly, building an online presence is integral for everyone is trackable. a brand in today’s social networking obsessed society.
Continued... Social changes have developed e-marketing as consumers today want convenience. As the majority of consumers are on the internet daily, 70% in the case of Americans (JIANG), brands have given into the ‘social media hype’ and are reaching consumers through the environment where they are most relaxed, therefore most likely to be influenced. From personal experience the use of ‘flash sales’ emails from Asos can be very effective in implementing that impulse buy. As explained by CEO of fashionablymarketing.me ‘Until recently the fashion industry has been fashionably late to the social media party, refusing to adopt it all, but for most it has turned into a genuine interaction between brand and client’ (MACALA WRIGHT LEE 2010). As digital advertising is rapidly taking over traditional methods of online advertising, pop ups and banners may reach a global audience but are generally closed within 3 seconds, reinforcing the power consumers have over advertising online (KOTLER). Brands must move with the new age of social media and advertise in an environment where consumers are likely to be influenced. Consumers are favouring shopping in communities (commsumption) and online retailers are using business to consumer (B2C) strategy to engage with their customer base through directed advertisements (GILLIN). There is less conformity today and this cultural fragmentation of social groups means retailers are targeting customers using personalised promotions to reignite brand passion and loyalty, for example Asos’ discount promotions to regular customers and exclusive sales to Facebook users. These changes in society have meant that consumers do not want to be simply sold a product - they want to be entertained and engaged through different media – whether it’s a competition app, interactive shop or fashion film, e-marketing has become a hub for creativity that has no limits.
Levi’s advertisement campaign using Iphone app ‘Instagram’ showed how free marketing on social networking sites can be just as effective as a costly magazine advertisement.
ASOS flash sales
Fashion film - Topshop NEWGEN 10
THE SUCCESS OF VIRAL MARKETING, Monday 12th March 2012 Viral Marketing is a powerful tool and when it comes to branding social networks are enabling campaigns to spread faster than ever. Viral marketing can promote an offer, build a network and propel a brand into markets globally. With the creation of social networking sites viral marketing has become one of the simplest and effective ways to increase brand awareness globally. With social networking site Youtube anyone is able to access archives of videos wherever they are in the world. The site is easy to use, free and measures the amount of viewers a video gets enabling brands to see how successful a campaign is. As viral marketing is about spreading information, Youtube allows viewers to share posts with their social media network, with technology like this it is understandable that some of the most established brands use viral marketing as their primary marketing strategy...
Nike viral campaign
In a sense, viral marketing is about brands putting themselves out there. However when exposing a brand to a large audience there is always opportunity for flaws to be criticised and a negative buzz to spread across the web. Blogs and social networking sites have become platforms for anyone to publish their opinions to the world – whether good or bad comments. In an ironic twist, controversial comments can sometimes be a brands strategy in itself. Businesses are aware of the power of social networking sites - they can propel a brand into the forefront of fashion limelight or decrease a brands fashion-ability if posted on unfavourable blogs. With 82% of internet users being active on social networking sites (TELECOMPAPER) it is not hard to spread something quickly and create a buzz around a brand – as the saying goes; any press is good press! Eg marc Jacobs young models creates buzz As consumers are becoming bored of traditional advertising fashion films are fast becoming the favoured viral marketing tool to engage with consumers globally (MACKIE). Films produced by fashion brands are shown on their websites and spread globally through blogs and social media sites. Recently we have seen that it is not only the luxury market which is applying this marketing tool but high street brands too. Although only released a few weeks ago Topshop’s NEWGEN 10 film has already spread across social networking sites, blogs and events creating both positive and negative responses.
If a brand is featured on unfavourable blogs its fashionability and brand values decrease - as seen with the rise and fall of Jeffry Campbell shoes.
With the success of the Lanvin spoof ‘dance off ’ fashion film, along with many other viral campaigns it has become evident that the recipe for a successful viral marketing campaign is humour, quirkiness and charm. Viral marketing can be a powerful marketing tool to increase brand awareness fast, globally. It creates a buzz around a brand and communicates a message from computer to computer, consumer to consumer, market to market.
Lanvin spoof film
NEW RULES FOR A SOCIAL MEDIA WORLD, Tuesday 13th March 2012 Social networking sites have intrigued annoyed and captured the lives of people globally. Whether used for viral campaigns, researching or misused for protests as seen during the London riots, there is no denying the power social networking sites have. Fashion brands are using social networking sites to advertise products, give promotions and customer service. The scope of platforms has created a new meaning of the word e-marketing and statistics from scope.com show the extent of global use of social networking sites: • • •
In October 20122 social networking sites accounted for nearly 1 in 5 minutes spend online globally. 82% of internet users are using social networking sites, representing 1.2 billion. In October 2011 Facebook reached over half of the world’s global audience and Twitter reached 1 in 10 internet users worldwide.
These statistics are evidence that social networking sites have become part of people’s daily routines globally. Facebook and Twitter have become hubs of online communication where viral marketing spreads globally at rapid rates. Surprisingly it is not the UK or US that are using social networking sites most, but countries that may be seen as less accessible for marketing campaigns – Facebook is most popular in Turkey, Twitter is most popular in Brazil and Tumblr most popular in the Philippines and Brazil (METAFILTER). This shows the importance of e-marketing as it allows retailers to reach those consumers which would be inaccessible without the internet. As the number of social media outlets increases businesses must consider the broader spectrum of communication sites. Blogs are becoming platforms generating exposure to new brands which is often more valuable then printed advertisements. Bloggers are becoming icons in their own right and the biggest influence of purchases with consumers looking to them for information, advice and guidance. In some cases brands have caught onto this and are advertising on blogs of high recognition. This leads to questions of impartiality and sincerity of bloggers; if brands are paying to advertise on blogs are they also paying to influence bloggers content in hope of promoting themselves through an influential site. Social networking sites have not only become a viral marketing platform but also a way to measure the success of a marketing campaign – if a campaign spreads across different social platforms globally then it shows there has been great interest as people have taken the time to spread the message on. Whether supported or not, social networking sites have become key players in globalisation.
Map of global users of Facebook
THE DIVERSITY OF E-MARKETING BUSINESS MODELS, Wednesday 14th March 2012 In today’s society online marketing has become integral to business process and function. With technological innovations, social networking and a change in the way consumers are shopping, E-marketing is a strategy no business can ignore. In the current market there are key business models using service and direct marketing which online retailers have adopted. Social networking sites have no doubt been an influence in current retailer’s business models as they have become a platform of opportunity for businesses to interact with their customers and even sell products. ‘Crowdsourcing’ is a concept now used by established fashion brands to utilise social media sites, as the online community grows so will the fan base(GOODSELL, 2011).
Personal Subsciption retailer ‘Stylistpick’
Personal Subscription is business model that follows a similar marketing strategy to magazine subscription but instead of receiving a magazine each month, customers receive clothes. With the growing market of e-commerce it can be hard for etailers to gain customer loyalty (BOF, 2011). This business model drives customer loyalty as consumers are subscribed to the retailer, therefore are more likely to keep returning to purchase. However many consumers are reluctant to subscribe to new brands as they have to make that commitment without yet receiving the product therefore introducing new subscribers could be a stepping stone for this business model. Different business models social merchandising and mass customisation appeal to this idea of individualisation (BOF, 2011). According to a survey by brandchannel.com 27% of consumers are want products they can customize. Retailer ‘Threadless’ offers consumers the chance to submit their own designs and vote which products the retailer should sell. This direct marketing strategy builds a relationship with the consumer as they feel their opinions are valued by the retailer, in the long run increasing brand trust and loyalty. These models respond to the new consumer trend ‘COB’s’ (BRANDCHANNEL.COM)– consumers today want to buy into brands they feel value their needs. With these business models retailers are able to leverage their stock according to the consumer data they receive, better aligning supply and demand. However challenges could be the speed of production as each design will vary - a short production cycle is essential. The varied designs and manufacturing will drive a high retail price for each product therefore the concept may only attract a niche market that has a higher disposable income. These business models all use services marketing to offer the consumer an added service through online marketing. They focus on developing trust and a relationship with the consumer, in the long run increasing brand loyalty which is crucial in the scope of the online retail market.
Customisation retailers Nike ID and Burberry Bespoke