1. #BiteSizedSocial: Successful Social Strategies for
Fashion Retailers
Nick Caughel
Lead Strategist
August 28th, 2012
@offerpop
#bitesizedsocial

2. AGENDA
FEATURED COMPANIES
• RENT THE RUNWAY: ASPIRATIONAL CONTENT
• MODCLOTH: CROWD-SOURCED STYLING
• ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
• DELIA*S: BEING RELATABLE
• BARNEYS: A FASHION LOVER’S BRAND
BEST PRACTICES FOR FASHION RETAILERS
2 Offerpop Confidential

3. RENT THE RUNWAY: ASPIRATIONAL CONTENT
Rent the Runway gives fashion fans
access to high end designer clothes
Uses aspirational imagery that’s in line
with audience and product line
Engages fans with insider access to
the high fashion world
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4. RENT THE RUNWAY: ASPIRATIONAL CONTENT
In this Referral campaign, Rent The
Runway gave away products from
OSCAR DE LA RENTA,
one of the world's leading fashion
designers
10,000+ new fans acquired
40,000+ unique visitors
15,000+ emails acquired
4 Offerpop Confidential

5. MODCLOTH: CROWD-SOURCED STYLING
ModCloth lets fans be unique.
They provide one-of-a-kind
clothing.
Encourages fans to share their
personal styles on their wall
Built a sub community of fans
around products
Gives fans the opportunity to
purchase other fans’ designs
5 Offerpop Confidential

6. MODCLOTH: CROWD-SOURCED STYLING
ModCloth selected 30 fan-generated
sketches from a previous campaign.
Fans voted for their favorites
Garments will be produced and sold
on ModCloth.com
30,000+ unique visitors
10,000+ votes
12,000+ fans acquired
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7. ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
Ann Taylor uses Facebook as
their fans’ resource for deciding
what to wear
Uses wall posts to give styling
tips to their fan base
Runs campaigns that feature
fans who wear products the best
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8. ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
Ann Taylor ran a sweepstakes where
they gave away 10 party perfect
cocktail dresses.
25,000+ unique visitors
17,000+ emails acquired
10,000+ new fans
8 Offerpop Confidential

9. DELIA*S: BEING RELATABLE
dELiA*s is a young women’s
clothing line that taps into their
fans’ interests
Engages their fans in their
environment
Posts about tangentially related
topics that resonate with fan base
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10. DELIA*S: BEING RELATABLE
Rather than running a simple
referral program, they tied it to
a band they know their fans
love – One Direction.
100,000+ fans acquired
140,000+ emails harvested
450,000+ unique visitors
10 Offerpop Confidential

11. BARNEY’S: A FASHION LOVER’S BRAND
Barney’s efforts are product-
focused because their
audience is very passionate
about fashion.
Asks their fans what products
they love and why
Runs campaigns that resonate
well with a fashion-forward
base
11 Offerpop Confidential

12. BARNEY’S: A FASHION LOVER’S BRAND
Fans entered for the chance to win a
$1,000 Barney’s New York gift card.
68% Conversion Rate
4000 Sign ups
12 Offerpop Confidential

13. OVERALL BEST PRACTICES FOR FASHION RETAIL
No matter your strategy, these best practices apply:
Know your audience
• Make sure you’re in line with your fans
Have solid, emotion-invoking content
• You want to get a response
Run product-centric campaigns
• Include deep links to your website
Provide a means for sharing and encourage it
• People define themselves by what they share
Have two campaigns running at a time
• Stay top of mind
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14. THANK YOU!
WE’LL SEND THE PRESENTATION SHORTLY.
QUESTIONS? FEEL FREE TO EMAIL ME AT:
nick@offerpop.com
Follow us @offerpop
Vote for our SXSW speaking proposal: http://panelpicker.sxsw.com/vote/556
14 Offerpop Confidential