This brilliant article from Thea Frost, of digital marketing agency, Somewhat, explores what impact digital is having on fashion and how brands can prepare for the year ahead.
Donatella Versace's comment earlier in the year, that the internet is the new house of fashion, articulated what many have been thinking for some time - digital's relationship with fashion has already gone far beyond acting as a sales channel. The internet, and it's new portable always-on smartphones and tablets, social networks and apps, have started to impact not only how fashion brands sell - but how they communicate, behave and connect with customers.
Versace's insight that powers the Versus brand is that the brand online (unlike a traditional store environment) isn't represented simply by the current collection. Fashion fans can and do browse, discover and desire classic looks as well as new lines so the brand is offering both. But this shift in the reach of digital's influence is much broader - digital has fundamentally changed how fashion is bought, researched and shared. The social currency of a handbag is as important in the form of an image on a blog as it is on its owner's arm on the street. The runway isn't just for fashion insiders - it's a global online event that seamlessly introduces a collection while instantly allowing anyone in the world to buy it instantly. From wish-list sharing to in-store showrooming, fashion has to face up to digital as it's new master.
The augmented runway
Topshop’s London Fashion Week partnership with Google in February put digital centre stage. Google created Model Cams for the models to wear during shows, and projected models-eye-view footage into the show space and across all digital platforms. Google+ and YouTube live-streamed the show as a specially created Be The Buyer smartphone app enabled fans to create their own mood boards from the collection and share them with friends. As an added bonus, Topshop later used app customer feedback data to inform its stock volume of the most popular pieces.
Key takeout: new collections are a peak time for engaging with customers - make the most of this by broadcasting to a wide audience and inviting your customers to participate.
The digital store
Showrooming (when shoppers are in a bricks+mortar store but checking out products on their smartphone) has become a mainstream hobby and a major headache for retailers, with some 72% of consumers aged 20-40 in the UK using mobile devices while in-store to compare prices (Accenture, Q4 2012). The insight for retailers is not to bury your head in the sand: 56% of shoppers are more likely to spend more in stores that deploy omni-channel strategies (Capgemini Q4 2012).
Piperlime in New York are blending their online and offline offerings superbly, styling the store on the visual elements of Pinterest, curating stock based on a certain event or trend. The 4,000-square-feet Piperlime store includes kiosks that connect store shoppers to Piperlime.com, where they can see and order products not available in the store.
Key takeout: bring digital into the store to keep shoppers engaged, increase conversion and present a joined-up customer experience.
The story-teller
Digital media offers digital marketing agencies and fashion brands a great opportunity to tell their brand story, and extend their brand into their customers' lives. Swarovski's new campaign Passport To Sparkle asks shoppers register for and collect a Passport to Sparkle at a Swarovski boutique and begin earning unique stamps through purchases and in-store events worldwide. Stamps can be exchanged for discounts, monthly product prizes and entry to a prize draw for a trip for two to Rio de Janeiro, Brazil.
Passport to Sparkle fans can follow Emma du Monde, a factional blogger created for the campaign, as she visits destinations including Rio de Janeiro and the Mexican temples. Each month, Swarovski reveals her latest destination linked to a new collection, available online and in-store.
Key takeout: use apps and blogs combined with retail outlets to tell a rich story that gets your customers excited and engaged.
What does this mean for your brand?
1. Put digital at the heart of your brand
Don't silo departmentalise it. Make digital the starting point for your brand, communications and even collection. Make sure you have a talented in-house team and find a good agency that can listen and understand your business.
2. Make your .com more than just a sales channel
Your customers want to buy your products online - but they also want to be part of the gig, they want to share your products and they want to understand the story that makes your brand unique.
3. Integrate online, smartphone, tablet & stores
Your customers don't see four separate touchpoints of your brand - they want one flagship experience that seamlessly transitions them whenever they arrive at your door/site/app. Every touchpoint is your flagship opportunity, make each one special.
