The Digital Marketing Landscape for Fashion in 2016 By Sierra Clair Social media consultant By Sierra Clair Social media consultant

How to connect with consumers in 2016 New platforms New trends in content Expectations of consumers

Changing consumer expectations  Connecting with Millennials and iGen  Brand must have a lifestyle ex. Free people  Marketing clothing that is styled and easy to copy  Showing products in action  Versatile products  Consumers want real, relatable material, not polished classic ads  Consumers expect to gain something from your content- what did they walk away with? New info, an experience?  Content must be interactive  Connecting with Millennials and iGen  Brand must have a lifestyle ex. Free people  Marketing clothing that is styled and easy to copy  Showing products in action  Versatile products  Consumers want real, relatable material, not polished classic ads  Consumers expect to gain something from your content- what did they walk away with? New info, an experience?  Content must be interactive

Platforms trending with the fashion industry right now  Snapchat  Development of social media on wearable tech  Instagram  Pinterest  Snapchat  Development of social media on wearable tech  Instagram  Pinterest

Snapchat and the development of Mobile Video  Creating videos made for sharing on mobile devices- vertical videos  Creating content that can be viewed in 10 seconds or less  Storytelling using personalized and engaging info  Ex. Coca Cola  Creating videos made for sharing on mobile devices- vertical videos  Creating content that can be viewed in 10 seconds or less  Storytelling using personalized and engaging info  Ex. Coca Cola

Snapchat Audience Brands are using Snapchat to connect with year olds o Using influencers to do account takeovers ex. Gigi Hadid for Tommy Hilfiger at NYFW o Burberry Fashion show preview on Snapchat o News worthy content- staying current and focusing on Snapchat featured events such as NYFW, Awards season, film festivals etc. o Advertising with Snapchat to reach millennial consumers- Snapchat is expanding their ad program and many companies are starting to recognize Snapchat as a legitimate advertising platform 100 million Daily active users 7 billion Daily video views 60% year old smartphon e users have snapchat Stats according to

Wearable Tech  Technology companies are selling wearables as additions to existing tablets, smartphones, and laptops to integrate information across devices. Ex. Apple Watch  Designers are developing fashionable technology like Julia Koerner from UCLA as well as Iris Van Herpen in the Netherlands. They are starting to move away from tech as an accessory to the smartphone and into tech in garments so it is fashionable and wearable.  High fashion companies are beginning to incorporate wearable tech like the Ralph Lauren smart shirt  Technology companies are selling wearables as additions to existing tablets, smartphones, and laptops to integrate information across devices. Ex. Apple Watch  Designers are developing fashionable technology like Julia Koerner from UCLA as well as Iris Van Herpen in the Netherlands. They are starting to move away from tech as an accessory to the smartphone and into tech in garments so it is fashionable and wearable.  High fashion companies are beginning to incorporate wearable tech like the Ralph Lauren smart shirt

Iris Van Herpen 3-D printing

How brands can connect with Consumers across devices o Creating an app for your brand o Make the message short and sweet o Consumers want to be social all the time- on the smartphone, the tablet, the wearable, ex. The Twitter dress o Customizing content for each platform According to an article from Think with Google by Matt Lawson 82% of shoppers say they consult their phone on purchases they’re about to make in store and omni-channel shoppers are 8x more valuable than those who shop on a single channel

Twitter dress by Cute Circuit Image courtesy of

Instagram Still trending Mobile Video sharing High quality photos Consumers are looking for Quality over quantity Still trending Mobile Video sharing High quality photos Consumers are looking for Quality over quantity CIhTaPpu7C/?taken-by=dior

Pinterest o Still trending o Tapping into consumers desire for a break from tech o DIY, homemade, fun, helpful content like Styling tips and outfit ideas o Shop Pinterest- How to market products on the Pinterest store o Community feel

New trends in Content  Quality over quantity  Using Influencers and bloggers  Creating an interactive experience for the consumer  Providing personalized content