Professional Documents
Culture Documents
Jongeriu
@pieterj
- Pieter Jongerius-
The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
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physical
nature of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that
only few may access. Not the best starting point for involving your customers, it seems
On or Off?
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In other
words: does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience? 4
On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative
mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY
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LOCATION IS EVERYTHING
One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.
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STRATEGY
Part 2 of 4
TOUCHPOINT STRATEGY
Brand
Touchpoints
Target group
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TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
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ONLINE TOUCHPOINTS
owned media
b2c website
b2b website
webshop (w, m, f)
mobile web
mobile app
tablet app
e-mail
p.o.s. interactive
narrowcasting
desktop widgets
embedded software
bought media
banners
Search Engine Advertising
advertorials
interactive television
earned media
social media
viral campaigns
blogs, news & more
etcetera!
campaign site
affiliates
sales, content,
social media
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OFFLINE TOUCHPOINTS
channels
brand stores
multibrand retail
popup store
shop-in-shop
owned: print
folders
DM
brochure
flyer
magazine
owned: business to business
yearly report
own publications
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CONNECTING TOUCHPOINTS
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
OFFLINE
ONLINE
Hyperlinks
Social posts (Fb, Tw, ...)
Likes, Mentions, Pins, ...
Promotion codes
Mail-a-friend
SMS / messaging
Coupons
Addres / maps
Mouth to mouth
OFFLINE
ONLINE
Coupons
Address/map
Geolocation / nearby
Augmented reality
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APPROACH
Corporate strategy
Touchpoint strategy
Operation
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Corporate strategy
Touchpoint strategy
Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
AIDA IS DEAD
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relation
main initiative with customer
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Lets start!
Defining a specific customer journey
in five easy steps.
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Surprise
Greed
Curious
Enthousiastic
Disappointed
Insecurity
Optimism
Curious
Disappointed
Insecurity
Practicalities
Impatient
Enthousiastic
Disappointed
Doubt
Greed
BFF
Accessible
Open
Fun
Plenty of choice
Realistic
Taking care
Thourough
Overview
In control
Confirmation
Quality
Care free
Security
<>
But which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
However, I can point out a number of fashion media trends, later on in the presentation.
Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
KLANT
Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial
route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.
FAN JOURNEY
KLANT
Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return
to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)
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shows
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For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being
watched by more and more consumers, thanks to platforms like http://style.com.
SHOWS
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So when the show is over, how can you keep your fans involved?
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shows
bloggers
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Fashion was built upon aspirational images. Controlled communication. This is whats changing right now: the
audience is contributing to the total image. The benefit of this to us: reach and authenticity.
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So while some are still stubbornly trying to control what you see, for instance based on where you live, the
blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.
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More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with
sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.
shows
bloggers
print media
pre-ordering
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Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.
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Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to
pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
They go further however, and inform the brands on their most frequently pre-ordered styles.
shows
bloggers
print media
pre-ordering
advertising
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There is another form of democratization going on in fashion. Although in my eFashion11 Branding vs Conversion talk I
complained that all fashion adds look the same
LANVIN PARIS
there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based
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on the game Just Dance. A very special way to take yourself seriously!
http://www.youtube.com/watch?v=cwwcnUBY9Zg
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Another example: Ted Bakerss Rutting Season campaign for AW11. People were drawn to the stores to have their
picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook.
The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
campaign and tens of thousands of likes and followers.
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shows
bloggers
print media
social media
pre-ordering
shopping
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advertising
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Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again
after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest
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PINTEREST
* = Marketingfacts.nl
unique
200kM
ay in
visitors in
Netherlands.
200% grows*th
in 5 month
We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from
Facebook, for instance. And theres a very good reason for that:
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SOCIAL SHOPPING
Sharing
n
o
i
s
r
e
v
n
Co
Shopping
The established networks (like Facebook, Youtube, Twitter and Instagram) are in the sharing range of social media.
The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
newcomer
networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing 50
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products, not moments. No wonder that the conversion from these platforms is so much higher.
SOCIAL SHOPPING
Sharing
Shopping
Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
not Pinterests serendipity, but real searching, browsing and finding,
helped by a personal profile and those of your friends.
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On Lyst, youll follow brands, magazines, designers and friends. This results in a personal stream.
And whats so special: it looks like a shop and it works like a shop!
Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012
deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.
TNBT
The Next Big Thing
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customer profiling
PROFILING
We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what
you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
and behavior to offer ads. But most of this profiling happens within those platforms.
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The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak
vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
Een goudmijn voor adverteerders en retailers.
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however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very
unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.
But Hunch isnt the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which
trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
followers also, obviously). Their masterplan: extension to all relevant taste verticals.
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60s
price
cuts
scarcity
autho rity
Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on
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different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
as clothes, electronics, et cetera. If you capture someones persuasion profile, thats worth something!
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So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will
include style of communication that will be based on the profile of our customers, thats being recorded by third
parties that will market this information with everyone who is willing to pay. Dark side material? Maybe
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SO...
Part 4 of 4
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CUSTOMER JOURNEY
shows
bloggers
print media
social
social
pre-shopping
By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers.
Also you can see where they would fit your cross-touchpoint story telling.
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EFFECT
So we are talking about democratization of the fashion market. More and more people create content, and the flow of
content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
most outspoken of designers will survive. Love them or hate them!
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Glasses: on.
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So: youre allowed a pedestal. And Karl? He may keep is sunglasses on for another while.
Pieter
Jongerius
@pieterj
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