2015 Fashion Marketing Review
Fashion Marketing I
In 2015, the British retailer Topshop used social media to draw attention to their fashion week campaigns. After the release of their Autumn/Winter 2015-16 Collection during London Fashion Week, Topshop used Twitter to increase sales by using the hashtag, #AW15. Topshop also used Instagram to increase sales by allowing their customers to showcase their style using the hashtag, #TopshopWindow. The company then displayed the Instagram pictures in a mosaic design on the digital screen at its flagship store at Oxford Circus. It was known to be the "World's First Fashion Show created by Instagram Imagery", and it drew a lot of attention towards LFW. Topshop had also featured famous models such as Cara Delevingne and Jourdan Dunn in their fashion campaigns. As a result, Topshop was able to increase sales from their fans, since they were willing to shop at stores the models collaborated in.
Topshop on Queen Street in New Zealand.
Cara Delevingne modelling for a Topshop campaign.
Jourdan Dunn in a Spring/Summer 2015 Topshop Unique Fashion show.
Marc Jacobs also raised a lot of profit from digital marketing. Selling a wide variety of men's and women's accessories and fragrances, he retailer used Twitter to focus on its campaigns towards its stores and its pop-up stores. For example, Marc Jacobs used the hashtag #MJDaisyChain to attract customers towards its pop-up store in London for its popular line of fragrances, Daisy by Marc Jacobs. By using the hashtag, Marc Jacobs customers could receive free deluxe samples of the perfume. The retailer also used Twitter for customers to enter a raffle where they could have a chance at winning Marc Jacobs handbags and jewelry by using a specific hashtag for an inspiring photo. This further increased its popularity by spreading the word towards its pop-stores and drawing in more customers.
Another fashion retailer who received a lot of popularity in the past year due to digital marketing was Quay Australia. Quay Australia is an Australian retailer which specializes in selling sunglasses. The retailer has posted pictures on Twitter and Instagram of celebrities such as the Jenner sisters and Beyonce have been seen wearing their sunglasses. A popular YouTuber, Amanda Steele (makeupbymandy24), has collaborated with them and anyone who has bought a pair of sunglasses from the collection could use the hashtag #QuayXAmanda on Twitter and Instagram to show off their looks.
Dior used digital marketing by attracting customers towards the Dior J'adore perfume through television commercials. On social media, they recently released a campaign featuring Natalie Portman as a runway bride using the hashtag #ItsMissActually. Unlike many other retailers, Dior used the vision of its brand and got customers to be engaged in with their imaginations.
Natalie Portman for Dior.
Burberry was highly successful at digital marketing last year because the company was able to command an 8% share of voice during the Spring/Summer 2015 London Fashion Week. At the time, there were more than 8,000 tweets about Burberry, which made it the most popular designer during LFW. In addition, the brand also used social media to increase the value of the brand. It also allowed its customers to interact with them through the Burberry Kisses campaign where they could send virtual kisses to a loved one. This campaign generated more attention towards their expanding make-up collection.
Burberry Kisses campaign.