@Stephanie_4Ps & @Lauren_4Ps#FashionDinner

Hello

Stephanie Villegas-RossDigital Strategist@Stephanie_4Ps

Lauren Luxenberg Digital Communications Manager@Lauren_4Ps

Our Clients / Experience

Agenda

OBJECTIVE: Why it’s important to invest in digital

What’s happening in the market?

Is your brand ZMOT friendly?

What can you do in 2013?

Technology

Universal Analytics

Universal Analytics

• New Tracking code• New Measurement protocol• User behaviour not visits• Cross platforms & devices• Track online & offline customers• Email list

Are Fashion Brands ZMOT Friendly?

Do they need to be?

Mobile

Why Mobile?

• 79% of smart phone and tablet owners use devices for shopping

• 73% use smart phones users, use their device for store location

• Mobile shopping queries are 2x more likely to be in store

• 79% of mobile users, use their phone for product reviews

• Fashion accounts for around 83% of 18-35yr men’s online spend.

• One in two men aged 18-35 have a shopping app installed on their phone .

• PC sales declined 14% in Q1 of 2013

Everywhere Commerce

Everywhere-CommerceMee

t

Engage

Interact

M. vs RWD

Better SEO Easier SEO Seamless UX Link Sharing

“Google recommends webmasters follow the industry best practice of using responsive web design”

Social

Social – Why Important?

• Google content

• Direct engagement

• Control brand messaging

• Creating efficient buzz

• G+ helping SEO & advertising

• More SEO weighting – Page Rank

Social Winners

Social following over the past year

Where are customers talking?

March 2012 – March 2013 Online Mentions

Michael Kors Social Growth

Amanda Seyfreid in Michael Kors

NYFW/Daily Mail

2x Facebook and Twitter fans:

From 3M to 6M

10x more monthly online mentions:From 3K to 33K

Michael Kors - Why the growth?

4. Ahead of the curve for mobile

1. Facebook exclusives 2. Multi-faceted social campaigns:#FallingInLoveWith – 3000 followers/day

3. They go where their fans are:#MKTimeless – 50% Instagram growth

Mulberry - Why the growth?

1. What a difference a season makes. 2. Mulberry News, no @s not RTs

3. Product Exclusives & off runway looks

London Fashion Week

Profit warning

4. Continual & accelerating growth for 6 months across platforms.+8% increase in the last year

Social – 3 social trends shaping Fashion

3. Social entertainment

1. Crowdsourcing and Curation

2. Fashion Week is accessible and commercial

How does that affect other channels?

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Google LOVES Brands

Filter Bubbles Social & Author Rank Classic Relevancy

Anchor TextDomain namesLink DiversityCTR from SERPsSocial ProfilesLocal ResultsGoogle AdsBrand classifier

But not just your brand

What % of searches do they get?

Search Terms driving traffic to Givenchy.com:

What about another brand?Search Terms driving traffic to MichaelKors.com:

What % of searches do they get?

Search Terms driving traffic to Mulberry.com:

What are they doing differently?

A search for “[brand] bags”Bags URL

Homepage

Homepage

From Basics to Backlinks

Why?

The Google WarningDe-Indexation

Summary of Google changes

So what now?

Content through Digital PR

Content is Two-Sided

Seasonal TrendsCommercial

PrioritiesBrand Positioning

Exposure

Industry TrendsAudience InterestsJournalist Interests

How does it work?

• Strong, bespoke relationships (think PR)

–Email is so 2012

• Co-creating content

• Creativity

• Quality > Quantity

• Focus

• PR with an ROI

Bring people together

Be Remarkable

In Summary

Fashion brands are incredibly innovative but lose out when they forget the basics.

Any Questions?

@4PsMarketing #FashionDinner@Stephanie_4Ps & @Lauren_4Ps