As we will do in every Fashionbi Spotlight, we will dive into what we have learnt from the best articles during the last two weeks. This time around, our topics are focused on our heading of “Building an Online Fashion Presence”. With this issue of Fashionbi Spotlight, we want to give you the most important things you should know about it!
Let’s start by commenting on how Social Media is no longer an option for the fashion brands’ marketing plan, but instead it is a MUST as our contributor Luciana Zegheanu mentions on our number 1 article. We have learnt that a digital marketing strategy, allows fashion brands to stand out and gain in the short and long term a true engagement from their users. But what fashion and luxury brands should know is that, often there are common mistakes when trying to execute a social media presence, and the points they should avoid are:
1. Not Being Active.
2. Concentrating On One Or Too Many Social Media Platforms
3. Not Engaging Your Audience.
4. Not Using Hashtags.
5. Not Following Back Your Loyal Followers.
E-commerce everywhere in the World!
Next we move on to one of our newer contributors, Mook Attakanwong. Mook from Australia, tells us which online stores are at the top of Australian consumers minds. In her piece on Austalian e-commerce we learned about websites like Green with Envy, a company established in 2000, as a walk-in boutique in Melborne and is now in the top 5 e-commerce sites in Australia with designer pieces for great deals.
The second example, Robby Ingham, is very remarkable for its delivery strategy, which has the items you purchased online delivered at your doorstep in no more than 3 hours. Other examples include: the Iconic , LOVVD and the Parlour X .
Knowing how important e-commerce is in Australia, here at Fashionbi we did a quick research about the online presence of the most popular fashion brands in Australia, as a sample we took Aarzee Jewellery DMCC, Bec&Bridge, Sass&Bide and lastly Willow. Most of these brands are ‘young’, since they were founded at the earliest in 1999, and the latest Ellery in 2007.
What we found very interesting was, that these brands presence in social networks could be stronger! Let’s start with Aarzee Jewellery DMCC, one of the most recognized designer brands in this country. It turns out that, Ellery does not have a presence in Facebook, Twitter or Instagram at all!
Secondly we research, Bec & Bridge, this Australian Premium brand only has presence in Facebook with 19,056 fans and also has a Twitter account with 5,350 followers, similar to another popular and premium brand that is called Willow, the social presence for this brand is only via it’s Facebook account with only 9,051 fans and it’s Instagram account with more than 5,492 followers.
Finally the winner among these 4 Australian brands is Sass & Bide with an account in Facebook with more then 195,734 fans, a presence on Twitter with more than 13,582 followers, and a very successful Instagram account with more than 96,429 followers.
All these brands activity is done daily, but it seems like they need to do a deeper study in their content to see how they could rise up the users engagement.
So what does it take to create a great online presence for a Fashion Brand?
Well, that seems like the one million dollar question, and our contributors are tying to give our readers the best information on it. For example Siije Sheila Liu, explained to us why Chanel took over Louis Vuitton, to be crowned as the top Fashion Luxury brand in China. To put it into context, what we learned is that brands should always focus on creating content attractive for local consumers. She mentions how important it is that Chanel, a part from its brand heritage, has been promoted through films as well, creating a strong brand awareness internationally.
But what happens if your brand is young and it doesn’t have a heritage background as Chanel? To answer this question we must repeat that Social Media presence can be your road to success, but it is not something simple to do. First, you need to define which are the networks that best fits a brand’s needs according to the audience it is targeting.
A good example is mentioned in the article Social Media Wars: Pinterest vs. Instagram, where it is stated clearly that the best social network is the one that covers your needs more completely. For example the article mentions that Instagram is better to tell stories, and create a more personal experience about everyday life encounters - it doesn’t matter if it is in the office or a holiday. Therefore, Instagram can truly work for a brand that is looking to create a strong awareness on its ‘lifestyle’. On the other hand, Pinterest is really helpful for e-commerce retail, since items exposed there are linked to the online retailer where the user can purchase the items.
On this Spotlight, we have also ranked an article written by Courtney Gerring, about how retailers are incorporating social networks such as Pinterest from online to offline strategies. The article explains how the US retailer Nordstrom is encouraging customers to purchase led by social feedback! What they do is to set a special visual merchandising for the items more liked and ‘pinned’ on Pinterest.
What we can see as Gerring mentions, is that today “consumers are looking for something intriguing, fascinating and exhiliarting. They look to social media to find the trends, and with mobile devices on the other side, consumers today are looking for emotional connection digitally”.
Research for trends about upcoming social networks!
It is true, a fashion brand should not only research for style and inspiration trends, but also it is fundamental to keep an eye on the digital world and find out soon what is going on. By doing so, they will keep space for innovation and constant creativity, and here we will like to quote the article we are reading from Fashion’s Collective, where they explore one of the latest applications, Vine. “The newest social media craze is Vine, an application that allows users to create mini movies by holding their iOS device steady in three separate shots. The in-app camera then loops the three shots together into one quick, 6 second video clip which is shared with the Vine community (and can also be shared on Twitter and Facebook)”.
In the article, author Elizabeth Canon explores the reasons why fashion brands should be active or not on Vine.
Last but not the least, we would like to share with our readers more tips about building a strong online presence through this article featured on socialmouths.com.
Author Sara Carter tell us ‘You will be missing out on an incredible number of potential customers’, this only emphasizes all the more that there are simple tips and tricks that fashion and luxury brands should learn more about, which is the perfect combination for their content strategy in this media. And more importantly, is the fact that fashion companies are not on their own, here in Fashionbi we are ready to empower them to take smart decisions!