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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:

 

  2.  13h

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

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  3.  13h

    cheers I enjoyed that

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  4.  

     

     13h

    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!

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  5.  13h

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

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  6.  13h

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

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  7.  13h

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

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  8.  13h

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

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  9.  13h

    finance might be good …a little transparency please 🙂

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  10.  13h

    Currently seeing if it works for SaaS.

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  11.  13h

    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

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  12.  

     

     13h

    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

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  13.  13h

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

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  14.  13h

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

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  15.  13h

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

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  16.  13h

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

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  17.  13h

    RT : Guess so – ‘a tweet from a business generates about $25.62 in revenue’

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  18.  13h

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

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  19.  13h

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

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  20.  13h

    Nooo! No more change! : )

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  21.  13h

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

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  22.  13h

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

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  23.  13h

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

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  24.  13h

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

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  25.  13h

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

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  26.  13h

    Now there’s another new tech I don’t understand!

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  27.  13h

    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)

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  28.  13h

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

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  29.  13h

    Great guest blog by on – thanks Karen!

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  30.  13h

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

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  31.  13h

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

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  32.  

     

     13h

    – marc jacobs using social currency during Fashion Week via .

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  33.  13h

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

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  34.  13h

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

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  35.  13h

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

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  36.  13h

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

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  37.  13h

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

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  38.  13h

    (me too)

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  39.  13h

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

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  40.  13h

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

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  41.  13h

    Evening all. Joining in on Apologies for being late.

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  42.  13h

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

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  43.  13h

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

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  44.  13h

    Yeah absolutely … And others … Collaboration even 😉

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  45.  13h

    well, that too!

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  46.  13h

    True …. Plus they look great 😉

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  47.  13h

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

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  48.  13h

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

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  49.  13h

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

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  50.  13h

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

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  51.  13h

    YES …. Absolutely 😉

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  52.  

     

     13h

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

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  53.  13h

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

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  54.  14h

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

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  55.  14h

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

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  56.  14h

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

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  57.  14h

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

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  58.  14h

    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?

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  59.  14h

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

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  60.  14h

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

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  61.  14h

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

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  62.  14h

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

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  63.  14h

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

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  64.  14h

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

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  65.  

     

     14h

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

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  66.  14h

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

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  67.  14h

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

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  68.  14h

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

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  69.  14h

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

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  70.  14h

    yup …. At spring can only Impove 😉

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  71.  14h

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

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  72.  14h

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

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  73.  14h

    Yes I am … You?

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  74.  14h

    Hi Tim, doing well this week?

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  75.  14h

    Hello and massively 😉

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  76.  14h

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

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  77.  14h

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

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  78.  14h

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

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  79.  14h

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

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  80.  

     

     14h

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

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  81.  14h

    It is great to be here Brittany

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  82.  14h

    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)

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  83.  14h

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

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  84.  14h

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

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  85.  14h

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

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  86.  14h

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


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