Fern Mallis, widely credited with creating New York “Fashion Week” and former VP of Marketing at IMG, discusses marketing in the fashion industry.
Fern Mallis was interviewed by Green Buzz Agency after a panel she led on Social Media and Marketing at Afingo’s “Behind the Seams.” Presented at Manhattan’s world-famous Fashion Institute of Technology, “Behind The Seams” saw 30 top designers, apparel manufacturing insiders, head buyers of top retail chains, editors, and celebrity tastemakers to offer wisdom, opinions, and tips to a diverse audience of fashion fans.
The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people
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The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people.
If you are interested in this topic, we are sure you’ll love GBA’s recent blog “Social Media’s Effect on the Fashion Industry”
Ngozi Odita, Creative Director at Society HAE, was a panelist for the “Fashion 2.0: Hotter Styles vs. Better Community Engagement” discussion at SXSW Interactive 2010. We interviewed her after the panel about the use of video as part of a fashion company’s Marketing Plan.
This is the third of a three part series on the intersection of video and the fashion industry. Check out Part 1 with Roger Wu and Part 2 with Tina Shoulders.
“Green Buzz Agency staff and their finished product was of the highest professional quality. Our project requests were not only respected and delivered but also met with other, more expansive, suggestions and ideas. Their experience and dedication to their work was highly evident in our final project, which exceeded our original concept.”
Lisa Nichols, Director, International Programs: American Seed Trade Association
If you are interested in this topic, we are sure you’ll love GBA’s recent blog “Social Media’s Effect on the Fashion Industry”
The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people.
Tina Shoulders, Owner of Laidback, was a panelist for the “Fashion 2.0: Hotter Styles vs. Better Community Engagement” discussion at SXSW Interactive 2010. She teaches Viral Marketing at the Fashion Institute of Technology and Consults Social Media Strategy to fashion and design companies. We interviewed her after the panel about the use of video as part of a fashion company’s Marketing Plan.
This is the second of a three part series on the intersection of video and the fashion industry. Come back tomorrow for Part 3 with Ngozi Odita, or check out Part 1 with Roger Wu.
“Green Buzz Agency staff and their finished product was of the highest professional quality. Our project requests were not only respected and delivered but also met with other, more expansive, suggestions and ideas. Their experience and dedication to their work was highly evident in our final project, which exceeded our original concept.”
Lisa Nichols, Director, International Programs: American Seed Trade Association
The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people.
Roger Wu, President at Klickable TV, was a panelist for the “Fashion 2.0: Hotter Styles vs. Better Community Engagement” discussion at SXSW Interactive 2010. We interviewed him after the panel about a trend he has seen in the fashion industry’s use of video.
This is the first of a three part series on the intersection of video and the fashion industry. Come back tomorrow for Part 2 with Tina Shoulders, and Wednesday for Part 3 with Ngozi Odita.
If you are interested in this topic, we are sure you’ll love GBA’s recent blog “Social Media’s Effect on the Fashion Industry”
“Green Buzz Agency staff and their finished product was of the highest professional quality. Our project requests were not only respected and delivered but also met with other, more expansive, suggestions and ideas. Their experience and dedication to their work was highly evident in our final project, which exceeded our original concept.”
Lisa Nichols, Director, International Programs: American Seed Trade Association
As a life long reader of fashion magazines, I use to devour their glossy ads of luxury designers. Like many, I coveted the down time to read my stack of magazines on long plane trips, or on vacation. Recently, while preparing for one of those trips, I noticed my stack seemed lighter than usual and my desire to lug those magazines less. What was going on?
I realized my fashion fix was already being satisfied on a daily basis from a variety of Facebook fan pages and Twitter followings. Many who don’t use social media assume that it is a waste of time. For me and many others, it is an efficient way to follow the things I am passionate about.
On Twitter, I follow magazines and the fashion designers themselves. Of course, I read InStyle Magazine’s Twitter feed, but beyond that I follow a few fashion blogs. One of my favorite blogs, The Glamazon Diaries has great articles on fashion trends, and tweets them to twitter followers. As an added bonus she knows what I like and often will tweet me a link about an article I might personally enjoy on her blog. InStyle or Vogue Magazine can’t engage a reader that way.
I have a handful of designers I shop at on a regular basis, and the fact that they are on Facebook and Twitter builds on my devotion to their brand. One of my favorite designers, Diane von Furstenberg, will on occasion personally tweet. I know she had never been to a basketball game until she went to a Lakers game over the holidays. In real time she posted a twitpic of herself at the game. This tweet had nothing to do with her latest design, or sale in one of her stores. But, I love her and the brand more after that tweet - it is genuine and personal.
Unfortunately, late players to the social media game are luxury brands, which is really no surprise given their sluggish and reluctant entry into offering e-commerce on their branded sites. However, Burberry has taken a different path, and is the clear leader in luxury brands that are manipulating social media. Last year they launched the site TheArtoftheTrench. The site is beautifully executed showing urban settings with all types of people wearing their signature trench coat. The site links users to their Facebook fan page. There the users can comment on the photos and even upload photos of themselves wearing a trench coat. It is their attempt to bring a younger audience to their brand by reaffirming that the trench coat is still a classic item, something a younger demographic is willing to pay more for.
The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people
Other ways fashion brands and retailers can use social marketing tools is to communicate during a crisis. A few weeks ago the New York Times wrote a story about how an H&M store was destroying and throwing out clothes that were returned. As in many breaking news scandals, Twitter lit up with the disgust of this behavior. H&M’s U.S. twitter feed was able to respond quickly, and direct those concerned to a link that this was not their policy. This certainly calmed the crisis down with an immediate response, shortened the news cycle on this story, and potentially reduced the risk of long term damage to their brand.
As a disciple of marketing and a devotee to fashion, I get giddy thinking about all the access to engage fans through social media that fashion and retail brands now have, which helps get the ‘golden goose’ all marketers strive for – brand loyalty.
Kelly Collis Fredrick is the publisher and founder of CityShopGirl, delivering daily discounts and promotions to D.C. area retailers, restaurants, spas, specialty stores as well as ecommerce sites.
