fashion and the new taste graph - sxsw 2012
DESCRIPTION
Intro slides for our SXSW 2012 panel exploring product discovery through social curation. Storify of conversation from panel: http://sfy.co/gsS Panel details: http://mrphe.us/SXtastegraphTRANSCRIPT
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FASHION AND THE NEW TASTE GRAPH
Cannon Hodge :: @bergdorfs
Dave Surgan :: @morpheusmedia :: @hamsandwich
Elizabeth Canon :: @fashcollective
Hilary Peterson :: @lyst :: @hillyjane
Rachel Tipograph :: @gap :: @racheltipograph
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ELIZABETH CANONFASHION’S COLLECTIVE
@FASHCOLLECTIVE
AN INSIGHTS COMPANY FOCUSED ON NEW-AGE MARKETING FOR FASHION & LUXURY BRANDS.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
Independent, online publication focused on intersection of fashion & technology.
A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.
FASHION’S COLLECTIVE, A BRIEF INTRODUCTION
Workshops teaching tactical skills needed for fashion & luxury brands to market
effectively in the digital age.
‣Social Media‣Analytics & ROI‣Content Planning‣Social Media & the Law‣New Platform Assessment
Invitation-only conferences focused on education, innovation & leadership in the
fashion industry.
‣Attendees include: PRADA, Michael Kors, CHANEL, Lanvin, Giorgio Armani, Balenciaga, Prabal Gurung, Christian Dior, Urban Outfitters, Salvatore Ferragamo...
‣Speakers include: Bergdorf Goodman, Man Repeller, Gilt Groupe, Kate Spade, Anthropologie, DKNY, Lucky Magazine, StyleCaster, Starworks...
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DAVE SURGANMORPHEUS MEDIA / CREATETHE GROUP
@MORPHEUSMEDIA
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CLIENTS
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TASTE GRAPH
Content Commerce
Search
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PAST 12 MONTHS
0
1,500
3,000
4,500
6,000
Mar11 Jun11 Sep11 Dec11 Feb12
Morpheus Media Clients: Taste Graph Referrals % Growth
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PRODUCT SEARCH
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PRODUCT SEARCH
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CANNON HODGEBERGDORF GOODMAN
@BERGDORFS
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SOCIAL MEDIA & BERGDORF GOODMAN
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BERGDORF GOODMAN + SERVICE / EXPERIENCE
Expand in-store experience by providing similar ones online
Result? 9k new Pinterest followers in 2012Increased referral traffic by 300%Improved customer experience
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BERGDORF GOODMAN + HUNCH
Using Hunch API, built a gift recommendation app for the holidays.
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BERGDORF GOODMAN + PINTEREST
STRATEGYPin:- Trends- New Arrivals- Lifestyle/Interests
Analyze:- Trends/Interests- Pins from BG.com
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BERGDORF GOODMAN + ZITE
Partnered with Zite to create a Bergdorf Goodman lifestyle section thatcustomizes content based upon user feedback
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HILARY PETERSON@LYST
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AN INTRODUCTION
Users can:
• Browse products from hundreds of fashion retailers in one place,
• Create a lyst with the products they want to save, organize and
shop
• ‘Follow’ style influencers to discover what products they love,
• Make editorialised ‘Collections’ to share with their followers,
• Buy any product they see with a single click.
Lyst is a social commerce website that gives users a personalized way
to discover and shop for fashion online.
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PAST 3 MONTHSGrowth since increasing the personalisation of users stylefeed
Aug Sept JanDecNovOct Feb
Number of Sales
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NEIMAN MARCUS + LYSTCommunity Challenge
Create Lyst Collection
Purchase
• Product pageviews on Lyst increase by 1200%, • Items lysted from Neiman Marcus increasing by 700%• Collections featuring Neiman Marcus products increased by 2700%.• 1800% increase in monthly sales for Neiman Marcus from Lyst
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RACHEL TIPOGRAPH@GAP
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★ENABLE ALL PRODUCTS AND CONTENT TO BE SHAREABLE ACROSS ANY NETWORK
★USE TASTE GRAPH INSIGHTS TO INFORM FUTURE PRODUCT DEVELOPMENT, MERCHANDISING AND MARKETING
★USE TASTE GRAPH DATA TO PERSONALIZE SHOPPING EXPERIENCES FOR CONSUMERS
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Cannon Hodge :: @bergdorfs
Dave Surgan :: @morpheusmedia :: @hamsandwich
Elizabeth Canon :: @fashcollective
Hilary Peterson :: @lyst :: @hillyjane
Rachel Tipograph :: @gap :: @racheltipograph