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April 8, 2014 Transcript of #CommsChat on fashion, tech and social

Last week, we were joined by @StreamingTank, a live streaming agency, who discussed the use of technology and social media by fashion brands. Take a look at some of the chat’s highlights below:

  • @StreamingTank  The brands winning in this digital race are the ones that are engaging in ‘Mass Customisation’ to help their customers choose.
  • @MGreer_PR  SM can drive shop footfall & tell a brand story. It’s also a tool for CSR & crisis PR damage control eg Primark & Fair Trade.
  • @ncardwell  In fashion/consumer, tech/digital (or lack thereof) seem to have become part of brands, not just marketing (2/2)
  •  ‏@TimElliottUK  Fashion by definition needs to be at the forefront, trend setting , innovating so it goes well
  • @ncardwell  T6: Knowing ‘who’ your audience are isn’t enough, it’s about ‘where’ they are and how you can reach them. Fashion v.good at this
The full hour:

 

  1. Thank you for a very engaging discussion and I look forward to next Monday.

  2. We’ll have the recap up in the AM as usual, so check back. And join us next Monday for another great . G’night all!

  3. Thanks to for their expertise and to all you tweeters for your insights

  4. I think that’s all for the night. My friends at will want me to add that entries are accepted til 14 May.

  5. Very valid point and there are still a lot of fashion brands out there that haven’t understood the power of this yet.

  6. Fair point …. Comms only wise though a good example I think

  7. finance might be good …a little transparency please 🙂

  8. T6: Knowing ‘who’ your audience are isn’t enough, it’s about ‘where’ they are and how you can reach them. Fashion v.good at this

  9. Just a few min left on . We’re ans. q: What can other sectors learn from fashion? Integrating social fully into comms wd be good

  10. That they need to interact with their end customer more and understand how quickly things change.

  11. Interesting! That certainly isn’t the case in many other sectors. Maybe food and tech and not much else

  12. I think it’s down to the power of the fashion bloggers out there and the brands respect them as much as publishers.

  13. Last topic tonight: What can other sectors learn from fashion?

  14. Fashion by definition needs to be at the forefront, trend setting , innovating so it goes well

  15. Written in the right tone SM is great for all stakeholders. It becomes dangerous when there is no plan.

  16. very true! It’s an inherent part of comms where many other sectors are still in the ‘social as an add on’ phase

  17. Check out on YouTube by Larry Page … What’s coming next for Google 🙂 … In fact hold on !

  18. In fashion/consumer, tech/digital (or lack thereof) seem to have become part of brands, not just marketing (2/2)

  19. T5 of 6: Why is fashion succeeding/leading the way in its use of technology and social media?

  20. SM can drive shop footfall & tell a brand story. It’s also a tool for CSR & crisis PR damage control eg Primark & Fair Trade.

  21. I was in a bar on Sat which used tech e.g. tablets instead of tills. Definitely changed the ‘brand’ of the bar (1/2)

  22. Yeah I’m sure it will and glass tech will be the one thing to change it I think

  23. Did they? That’s interesting. I wonder if that will become more common?

  24. I have to agree with you Tim, but I think it is will be a space that will be used a lot more.

  25. Hiya Neil. Any thoughts on use of tech/digital by fashion brands?

  26. Warehouse enables customers to create a 3D version of themselves meaning you can virtually try clothes on

  27. Evening all, apols for lack of introduction – been following with interest this evening. Neil

  28. T4: How is this changing the way brands communicate with their stakeholders? Is that a positive change?

  29. That said use of tablets even for simple things in-store, as well as digitised fitting rooms online are still pretty damn cool

  30. You know what despite my inherent geekyness … AR has far from blown me away

  31. Evening, Peter. We’re chatting about use of tech by fashion brands at the moment

  32. Evening all. Joining in on Apologies for being late.

  33. On T3: Burberry, the omnipresent example, is one of the first (but not only) brands to use AR in-store. Game-changer?

  34. TOPSHOP used AI headsets this year for their A/W14 collection, that enabled users to view show as if they were there.

  35. Ok, here’s the fun topic (3): In what ways are fashion brands embracing new technologies in store and online?

  36. After hearing about Ray-Ban’s brand story, I definitely want a pair of Ray-Bans, but then, I’m a natural consumer.

  37. You could work with a friend in another location on the design of your dress or jacket in the shop.

  38. Read great WaPo line on newspapers ‘you read them, they don’t read you’. Personalisation has limits

  39. Fashion may be one of the few sectors in which consumers are attracted by a brand’s story as much as its products

  40. If done well it can be very effective. Levi’s have actually done this since 1994 with Original Spin customised jeans.

  41. . And fuels the desire to change./update your style, I think, no?

  42. I think personalisation is here , but you need to have the consumer connected enough … It’s growing all the time 😉

  43. Those sharing atm will be interested in our free one day Employee Communications summit in London, May 15

  44. SM fuels a fashionista’s desire to be in the know by the minute. Instagram feeds instant lust for a new style item

  45. T2: How do luxury and fashion brands use social to tell their brand story? Why does it work for them where it won’t for others?

  46. Agreed! The “Happy Birthday Brittany” Google homepage really weirded me out

  47. MT : V. good point Tim. I think brands are having to think a lot harder about their digital campaigns and results.

  48. It sometimes can feel a bit creepy, ie, your first name on the greeting on an e-mail.

  49. lots , awareness which would cost a lot in trad PR o the massive fashion blogosphere which drives a lot if traffic

  50. Does personalisation work in real life? I always feel it COULD be a great idea, but is somehow missing a trick?

  51. All you followers might be interested in tonight’s on fashion, tech and social

  52. The brands winning in this digital race are the ones that are engaging in ‘Mass Customisation’ to help their customers choose.

  53. Meanwhile, T2: How do fashion and luxury brands use social to reflect their brand story?

  54. How, then, can data from social/digital help fashion brands?

  55. …. Yeah but which comes 1st chicken or the egg? Should. You not research before to

  56. . That’s true. There’s the other side of the q. It’s about influencing AND understanding consumers

  57. I think social media campaign done well allows the brand to really understand their potential buyers.

  58. not too bad. A bit humid and rainy, but that’s life, eh?

  59. I think luxury brands are becoming forerunners in content production. Doesn’t hurt that they have beautiful goods to share!

  60. And I suppose the question should read “How do social media and content…”

  61. From talking to ppl in fashion/luxury, I’ve found social is a huge differentiator in the crowded fashion market

  62. Feel free, everyone, to share your thoughts, opinions, links, experience and expertise

  63. So our first topic: Topic 1: How does social media presence and content influence consumer choice?

  64. If you want to take part, PLEASE use the “” tag so everyone can see your tweets, don’t just hit reply (otherwise I have to RT you)

  65. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  66. Our chat tonight will look at how fashion’s biggest names are trailblazers in social media and tech in the retail sector

  67. We’re joined by James from , Grand Prix winner of last year’s for its work w/TopShop

  68. Evening all, Brittany here from , bringing you for the next hr. Tonight we’re talking about fashion, tech & social

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