Fashion for the Masses: Social Media

In today’s digital society, Social Media has undergone what seems like an overnight transformation from personal representation of profile pages to something far more elaborate. Now, you would be hard-pressed to find a news program that didn’t attempt to engage their viewers via Twitter, or invite them to ‘Like’ their page on Facebook, follow their blog… The list goes on. The result is a personalization and democratization of information. The fashion industry, is no exception to this, shedding its long-standing reputation of elitism, as was evident during New York Fashion Week.

For the first time since its inception, organizers made New York Fashion Week available to the masses by use of live video streaming through YouTube (http://www.youtube.com/liverunway). Here, on its own dedicated channel, spectators from far and wide can view the collections of every designer as they are shown at Lincoln Center, and are able to engage in a live conversation via Twitter feed below. By eliminating the barriers and exclusivity normally associated with this event, designers can effectively engage the global community in their brand. Instilling and maintaining a Social Media presence is crucial to the success of any business expecting to propel itself to the center stage in a marketplace with a myriad of competitors. Clearly, for any designer to experience organic growth, they must step outside of their comfort zone with the idea that they more that they share, and the more transparent they are, the better the relationship will be with the consumer.

Fashion week is also showing us that Social Media has changed not only how brands interact with their clients, but how fashion news and information is disseminated. Blogs have opened a new gateway to information on trends, style, and an unbiased opinion like never before; and they are more influential than any publicist ever imagined. The most sought after seats at each show are now occupied not by celebrities and editors, but by independent bloggers.

How has Social Media changed your own interaction with consumers and your public relations outreach? Do you have a healthy network of influential bloggers in your network?

Weekly round up: August 19, 2011

Make your Tweets stand out; digital marketing tips for luxury firms; a Google+ primer, and tips on writing press releases. Here’s our summary of this week’s top news in the world of PR and social media.

Sweet Tweets

The biggest complaint I hear about Twitter is the deafening “noise” of tweets that people don’t care about. But are your own tweets contributing to that meaningless chatter, or rising above it? The key to Twitter (as with all social media) is to engage. This is the best summary I’ve seen on how to sweeten your tweeting.

The luxury market’s digital lag

Too many luxury firms are still too focused on digital bells and whistles, rather than engaging content. Here are some of the struggles, and some of the success stories.

Google+ for beginners (and intermediates)

I’m the first to confess: I’ve dabbled on Google+, but haven’t found the time yet to immerse myself and really figure it out. If you’re like me, or if you’re a few steps ahead, here are a couple instructional videos to help you master this booming new social media tool.

PR 101: press releases

Whether you’re trying to write your own press releases, or providing a quote to your agency for a release, this is a must read. Love this quote: “A common problem with press release quotes is that they’re full of lazy corporate verbs such as synergize, utilize, leverage, or facilitate. 'We are leveraging cutting-edge technology to meet our customer’s needs.' What does that even mean?”

Oxford’s new dictionary additions

The Concise Oxford English Dictionary added 400 new words this year. If you aren’t retweeting or sexting or cyberbullying, check out this article. Woot! Woot!

Weekly round-up: August 12, 2011

What happened this week? (I’m sort of wondering more: What happened to this week?!) Here’s my summary of the must-know news of the week for luxury, fashion and jewelry brands…

Social media’s influence on Americans

No analysis needed; the stats speak for themselves:

“The purchasing decisions of 38 million 13-80 year olds in the U.S. are now influenced in various ways by social media—up 14% in just six months.”

“Of the more than 149 million Americans actively using Facebook, 70% of these log on to the social network daily.”

Facebook ads now can target by zip code

I’m frequently asked about Facebook ads. Never been a big cheerleader, but this might be a game changer for regional brands…

Conde(Nast)Elevator Tweeter gets cold feet

The 8^th grader lurking inside me was secretly bummed to see this Tweeter vanish and stop churning out gossip from Conde Nast. The grown up in me, however, knows there’s enough ugly gossipers out there to (sadly) fill the void.

Gold expected to hit $2,000

Hard to believe gold may hit this high. Expect to see even more fine jewelry designers/brands experimenting with new metals and materials. On the bright side, necessity is the mother of invention, so I’m looking forward to seeing the creativity this will spur!

Vera Wang endangering her brand with Zales collaboration?

Vera Wang and Zales are interesting bedfellows, indeed. While mass/luxury brand collaborations are certainly nothing new, Zales doesn’t quite have the “masstique” allure of brands like H&M and Target... Yet. Something to watch.

David Yurman cozies up to Foursquare

We constantly push brands to embrace social media for marketing purposes, so kudos to David Yurman for embracing Foursquare! Agree, however, that their Foursquare content is far too self-promotional/product oriented.

“In order to encourage actual luxury customers, not just aspiring, to participate, it’s important to offer real-world incentives, an area where luxury brands have a difficult time,” Tamar Koifman, a senior social media strategist at Digital Luxury Group in Geneva, Switzerland and contributor to Fashion’s Collective.”

Baby steps…

The "Greening" of America’s affluent

This report is a personal favorite of mine… more than three quarters of affluent consumers are eco-friendly.

“76 percent of ecofriendly consumers have an annual household income of more than $150,000”

Proud to be representing a leader in socially conscious fine jewelry design: AnaKatarina Eco Gioielli!

How to come back from a social media gaffe

While we hope we never need to worry about it, here are some interesting case studies on the are of social media comeback

Miamore's News this Week:

• Have had a wonderful time working with the Rhode Island International Film Festival (there's one more day, in case you've missed it so far!). Thanks to the Rhode Show, Newport Mercury, Boston Globe and Projo (among others) for the coverage!
• Still drooling over the fall collection from Thistle & Bee... and over the stunning Lookbook we created for them!
• AnaKatarina Eco Gioielli isn't just a client; nor just a socially conscious luxury company; nor just another "designer" name. AnaKatarina Eco Gioielli is the baby of Ana-Katarina Vinkler-Petrovic--one of the most talented and intuitive designers I've yet to meet. Bonus: she's also, put simply: a beautiful soul. Love her blog, where we highlight her custom jewelry creations.

The Advantages of Having An Interactive Brand Representative

From the public relations advice guru DKNY-girl to the behind the scenes fashion insider OscarPRGirl, online brand representatives are not only driving company attention but also increasing sales. By looking at two huge digital presences, the women behind social media for fashion labels DKNY (Donna Karen New York) and Oscar de la Renta, it will become evident why every company needs an individual leading the company in the interactive world.

We have discussed the benefits of social media in previous posts: Twitter, Facebook, Tumblr, Blogger, Pinterest, LinkedIn, etc. Your company may even have one of several of these accounts. However, the questions that must be asked is, are you properly utilizing each medium? Are they consistent? Additionally, who is handling these accounts? If the tone or voice on several of your mediums is different, then your message will be viewed differently on each forum. Think deep down into the core of your business, what are you trying to provide your consumer? What good or service sets you apart from the competition in your given industry? Once you decide what message you are trying to promote to your target market, one individual needs to spearhead the movement into the interactive world. What keeps a customer coming back to a particular brand? Dependability.

In terms of how you can have a strong social presence like DKNY and Oscar PR Girl. Cross promotion is the first step. The two individuals behind these two accounts are using various mediums to promote the same message. No matter where you turn, whether clicking on Facebook, Tumblr, or Twitter, each forum displays the same voice and the same words (perhaps in a different format). Fans of these brands can turn to their web-savvy girl for help and advice, especially because these sites allow for fan/account holder interaction. What drives the success of these brands is not only the stable message they provide but also the fact that they stand in as 24-7 customer service representatives. Knowing that one can contact a dependable and stable member of the company is not only empowering to the consumer, but it makes the brand seem more relatable and personable.

What can you do? Be sure that your social media, PR and marketing messages are consistent in both content and tone. If you don't have an in-house PR/marketing team that can take on this task, find an agency that understands both PR and is social media savvy, in order to portray your one message across all channels and manage how the online world perceives your brand. “Social media is an invaluable tool for fashion brands and retailers,” says Rachel Strugatz, the online editor for Women’s Wear Daily. “Whether it’s Facebook, Twitter, blogs or branded editorial content, maintaining a dialogue with fans and consumers through authentic and engaging content is paramount in achieving success within the digital realm.” Over 1 billion of the world’s population is online, digital presence is serious so make your presence known!

Designers Blend Traditional Designs and Modern Technology: Social Media and the Fashion Industry

Various blog posts of ours dictated the way to create a fan base on Twitter and Facebook, Tumblr and Blogger. Usually, it helps to give step-by-step guides, telling each and every business owner the actions it takes to break into public relations, marketing, and social media. However, it also helps to learn from successful brands, ones that utilize the sources your company is trying to figure out. As such, we profile here two major fashion labels, Balenciaga and Alexander Wang, both of which are innovatively using social media to connect with their fan base and gain attention for their label.

Balenciaga is a company that dates back to 1914 Basque Country, Spain. How does a old-world brand merge into the 21st century? By infiltrating the social media market. For Balenciaga’s Fall/Winter 2011 campaign, the brand is paying homage to their heritage, hoping to fuse history and modernity. How is this possible? ”Some photos were shot in a Gothic Harlem church, with a futuristic world — the black and white tiles in a studio – that still showcases the iconic sense of what people have come to know with the Balenciaga brand.” But what makes it modern? Half of the campaign was shot in a bright, tiled studio set. This part of the campaign features “the same poncho-like dresses, with bright colors popping in a futuristic, 3D look due to the shiny, black-and-white tiled background.” You’re probably wondering what this has to do with your business. Well, this new campaign is showcasing the the brand’s effort to combine the classic with the modern as it takes its first leaps into the digital world. “Balenciaga’s new Web site is rumored to feature more than 200 video clips, 3,000 photos and an e-commerce section.” This shows you that it’s never to late to revamp your image, join the digital community and gain success and new customers/fans.

Other types of social media being utilized include building projections. Yes, you read that correctly, images and videos placed on stationary towers. Apparel and accessories designer  Alexander Wang decided to release his latest campaign video on the walls of New York buildings. ”The young designer deployed several vans on July 13 to project the Fall 2011 ready-to-wear video onto the walls of buildings throughout Manhattan. The new video features model Raquel Zimmermann and debuted globally on the branded Web site the following day.” The vans that displayed the videos were located in SoHo, Union Square, and the Meatpacking districts of Manhattan. From 9 p.m. to 3 a.m., the designer was tweeting about his video, providing his fans with the exact locations to see the campaign live. Alexander Wang diehards are wondering if this marketing approach will spread to other cities, and others in the industry are awe-stuck, noticing the sales-successes and attention this has created for the brand. One article claims, “Certainly, other brands will take a cue from [Mr. Wang's] playbook and start promoting in this way in other cities.”

This post shows us that there is not only one way to approach social media or that it is only suitable for more “modern” companies. Balenciaga, a company favored by an older demographic, unaccustomed to social media and technology ,is branching out, reaching a new  younger demographic and making a huge splash. Alexander Wang is trying things no other designer has before, but likely things every designer will try in the future.

Whether these case studies inspire you to create a new website, launch a new social media campaign, or simply reconsider your marketing; understanding--and, thus, implementing--a new approach via technology can increase your fan base, bring attention to your brand and, ultimately, lead to increased sales.

Miamore Communications to Team Up with the Rhode Island International Film Festival!

Miamore Communications is thrilled to announce that we will be assisting the prestigious Rhode Island International Film Festival with their social media & public relations initiatives! Since its inception in 1981, the Rhode Island International Film Festival (RIIFF) has attracted filmmakers, critics, and movie buffs alike from across the globe, showcasing numerous feature productions including short films, narrative features, animations & documentaries. The RIIFF also boasts its recognition as one of sixty-five Academy Award pre-qualifying film festivals worldwide.

This year, a collection of 175 films --many of which making their world debut at the RIIFF-- will dazzle audiences around the state of Rhode Island, and allow them the opportunity to experience every aspect of film production with workshops and meet and greet opportunities occurring daily. The RIIFF also offers a unique summer camp opportunity for young filmmakers eager to get in on all the [lights, camera] action!

Miamore Communications looks forward to promoting the Rhode Island International Film Festival, and is thrilled to be a part of its continued success! More information about the Rhode Island International Film Festival, including ticket information and event schedules, click here. For media inquiries relating to coverage of the Rhode Island International Film Festival, please contact Miamore Communications via email at carrie@miamorecommunications.com.

The art of promotion: providing product to Bloggers

From traveling to conventions and events to paying employees and suppliers, money can be tight and PR/marketing often falls off the bottom of the to-do list for businesses. Advertising can cost a fortune and traditional PR takes time and patience. But have you considered the new--and less costly--alternative of promoting your company with the help of bloggers? Whether your business is in the food, wine and spirits, fashion, or sporting goods industry, there is a blog out there that has hundreds or thousands, or hundreds of thousands of readers...readers anxiously waiting to hear about what’s new.

With thousands of blogs in the interactive world and hundreds in categories that your company would fall into, interacting with bloggers is marketing tool that is underutilized--especially by many small business owners. Many bloggers host giveaways, in which they promote a good/service in exchange for the product, which they will provide to one of their readers. After a review of the product on their blog, many bloggers will ask their readers to enter by commenting on the particular brands Facebook page, tweeting to the company and spreading the word about the contest and giveaway for extra entries. The result of those mentions/interactions with your social networking profile? According Adweek, “Facebook users who like a brand's page on the social networking site use its products regularly or occasionally and, after following the brand on Facebook, more than a third want to buy this brand's product more.” So, as those tweets and posts about your product add up, so does your army of brand ambassadors. The cost to you? Your product to give away.

With all that said, how do you find the right blogger? You probably already know the best ones in your industry. (If you’re lost in the blogosphere, your public relations agency can be determine which to target, whom to contact, and facilitate the giveaway).

From Dick’s Cottons sunglasses on the blog Sarafit.comSarafit.com to Pop Chips on A Knack for Nutrition, bloggers are making it easy for companies to get their names out there. According to Bizammo.com, a leading resource for small business owners, there are three major steps that are important to recognize when offering up a product to a blogger. First off, “think outside the box.” This may seem obvious to you--you wouldn’t create the same exact product as a competitor, right? Don’t decide to just give something away because you have tons of product left in stock, just sitting in a warehouse. Think about it. You want to find your target market, so find a blog that gets attention and traffic from readership that is similar to those who buy your product or service. Then, find something that your business produces that these readers would need, or desperately want. Second, make sure whatever you provide to the blogger is easy to find and purchase. “The whole reason the item is free is so that as many people as possible benefit from it and learn about your company – if the customers can’t find the product, you may as well be charging for it.” Lastly, give it time. In Public Relations and marketing there are no immediate results--but there is value in raising awareness and engaging potential future customers. As long as your product is useful and is being promoted through different mediums, attention will follow.