The document discusses how mobile connectivity is impacting the fashion industry. It notes that print media consumption is declining while mobile media usage rises. Mobile apps now serve as content platforms for fashion brands to reach new markets. Citizen journalists and app users are able to share street fashion photos. Brands are engaging with consumers through mobile co-creation in stores and pop-up shops that can be created anywhere using mobile tools. The future will see greater connection between mobile devices and wearable tech is blurring the lines between mobile and fashion.
1. In a smart world, mobile connects fashion
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2. The fall of old media
Less and less time is spent in print media and more in mobile
(Mary Meeker)
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3. New content platforms
ASOS Fashion Up is a good example of a fashion brand using
mobile as a content platform. The app has allowed them to
reach new markets out side the UK.
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4. And the rise of the new
Citizen journalists are reporting and even creating the news as it
happens. That has an impact on consumer and brand
relationships.
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5. Apps such as Thread allow users to share photos of street
fashion. And the control moves away from brands.
SoMoLo Fashion
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6. Consumers & brands create in stores
Topshop was successful with their summer make-over
campaign, Wish you Were at Topshop.
Over 2000 photos were shared on their Facebook page, which
received 5 million+ views.
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7. Ford’s Fiestagram is a great example of brands co-creating with
their consumers. Kickstagram from Foot Locker is a current
example of how fashion brands are engaging through co-
creation.
Brands and consumers co-create
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9. Shops won’t be shops
Tesco F&F popup shop had no tills – items were bought by
scanning a QR code or via an iPad. Urban Outfitters are also
taking the tills out of their stores.
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10. From Tesco Homeplus in Korea, to Net A Porter in London and
New York, brands are showing how they can create stores
almost anywhere, with mobile as the tool of interaction.
Pop-up’s anywhere
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11. Mobile connects
The next iteration of mobile will see devices connecting. Google
Glass in an example of this.
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12. If you think wearable devices are uncool, look at
how the designer Diana Von Fusterberg used
Google Glass in her LFW show.
Mobile and fashion collide
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Smartphones bring immediacy, personalisation and smartphonesCoinvergence of mobile and social
TV is certainly big, but mobile and tablets are having an impact on old media. Time spent engaging with newspapers has been falling and is now less than 8% of our media time. Time spent in mobile media has risen and overtaken print. Except brands haven’t yet caught on. Spend on mobile advertising is just 0.5% currently – it’s predicted to rise, but brands are lagging behind consumers.
Of course, mobile has also created the rise of the citizen journalist. Even the London bombings, but more recently the arab spring and the death of colonel Gadafy have been recorded not by journalists but by people on their mobile phones.And the channel is no longer broadcast TV. It is being uploaded onto twitter and YouTube within minutes of it happening.
Immediacy, personalisation and sharing
ShowroomingShops will become places to browse – according to Google 72% have browsed, 48% of smartphone owners have used their device to inform their decision of purchase whilst in store. 26% of people have purchased on their mobile whilst instoreOr, if you are Argos, text and reserve – they come the collection pointOr if you are in Korea, they won’t be shops at all
We have these convergent devices, but the next iteration will be mobile connecting to other devices; cars, health, fridges and of course wearable technologies.Google Glass illustrates this well.