2015 Fashion Marketing Review

Jocelyn Delgado


The biggest social media innovation in sport brand is Adidas. Adidas takes advantage of Twitter DMs, to get in touch with their sports fans. For their FIFA World Cup 2014 campaign, Adidas created a number of YouTube videos in collaboration with well-known football players such as David Beckham, Lionel Messi, and Pablo Armero to air throughout the tournament. During the World Cup they're also the biggest talked about sports brand in fashion and on social media.

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British fashion retailer Topshop used social media to tie their offline/online efforts together during their fashion week campaigns. This isn't the first year that Topshop created a front row experience for online shoppers and social media followers. Topshop has been leading the way in digital innovation around fashion week since 2012. Last year, Topshop invited customers to showcase their own looks on Instagram using the hashtag #TopshopWindow. All of these images were gathered together to be displayed on a triple-screen installation located in the window of Topshop’s flagship Oxford Circus store.
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Marc Jacobs

Marc Jacobs has mastered social media by turning simple tweets in to currency, with campaigns that focus on driving footfall into their stores and pop-up shops. The #MJDaisyChain campaign saw the brand open a pop-up shop in London, where they created buzz for their Daisy fragrance. People could claim free deluxe samples of the Daisy perfume in exchange for Tweets using the hashtag, additionally the brand offered Twitter users a chance to win highly sought-after Marc Jacobs bags and jewelry for posting the most inspiring photos on Twitter with their unique hashtag.
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Dior uses social media to tell a story that builds excitement around their TV spots. Dior differ from other brands in that they use social media as part of wider campaigns to tell stories about their vision for the brand and engage their customer’s imaginations. With over 5.5 million Twitter followers and counting, this storytelling strategy is clearly working for them.
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Michael Kors

Michael Kors was named the top fashion brand on social media back in 2013, for reaching a boost of 7 million new followers on Instagram. Michael Kors use social media to spread their brand vision across the globe, with campaigns such as #JetSetSelma which set out to encourage user-generated content and unite fans of the Selma bag across both online and offline.
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