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Augmented and Geosocial FashionFor Fashion and Places @FIT 2011
Paul FarkasFounder/CEO, Social.TVFounder/CEO, SocialFashion.comFounder/CEO – Social EntertainmentGroup (SEG)Transmedia Producer, *Film Project*Paul@Social.TV@allSocialTV
High Fashion Forward In the Digital and Social Media SpaceImage Exclusivity and Accessibility are oftenOscillating from Design to Front Row to POSLuxury Brands are Exploring and EmbracingCreative Multiplatform Social CampaignsPeople and Inspirations Behind the Brand areOpening, More Transparent, and SharingThe Evolved Prosumer is Digitally Native/RewiredConnected, Conversational, and Collected
Online [STATS]Online Users Top 200m Uniques in the U.S. by July, 201023 to 30.5 hours weekly on average25% of U.S. Internet Time is Social NetworkingOnly 10.2% is on Online Games, 8.3% on Email11 Hours is spent interacting with Major Media and Multi-tasking dailyOnline Videos increased by 600% between 2006 and 2010Length of Time Viewing Video rose 162% between mid-2009 and 2010$25.8b spent on Online Avertising, up nearly 14% from 2009
Social commerce S-Commerce globally to rise from $5B to $30B+ by 2015. Today S-Commerce is primarily about: Awareness/Brand Building Lead Generation Driving to Brand Destination/Channels for POS/Service E- and M-/U-Commerce will be socially revolutionized: Direct On-Social Site/Network POS Richer Integrated and Ride-Along Social Experiences Customer Engagement cannot be compromised Brands need Conversational, Inside Look Social Presence F-Commerce is a High Priority for most CMOs Need to convert Fans/Likes, Follows/Retweets to Buys
[STATS]“The Social Network” today is Facebook with 600m+ membersFacebook surpassed Google in monthly visits for first time in 3/1061.3 billion page views, 63 million average daily visitors and7.9 average minutes spent per visit on Facebook by 10/101 in 10 Internet visits in the U.S. by 11/1023.1% of online display ads in the U.S.Posting, sharing, linking, consuming Facebook MediaBooming F-Commerce (Facebook Retail), Facebook CreditsFacebook Live (Livestreaming) and StudioFacebook Brand Fan Pages and Groups
Multiplatform Social CampaignsThe “CatchAchoo” trainer shoe race offers the winner the chance to keep a free pair if theycan figure out where they are in London according to clues left on social networking sitesTwitter, Facebook and Foursquare.A picture of a Jimmy Choo bag is taken in the location and left on the sites, where a companyrepresentative will wait for a short period of time with the shoes on display. Those who havefigured out the clue must race to the location, approach the representative and say: “I’vebeen following you” to win the shoes.“There have been some close shaves when people have missed the shoes by a minute ortwo. But it triggers the motivation to catch them next time,” a Jimmy Choo spokeswoman saidin an emailed statement to Reuters.
[STATS]200M+ registered users.300,000 daily new sign-ups180M monthly unique visitors come to the site75% of Twitter traffic from outside Twitter.com3B daily API requests.55M daily tweets.600M daily search queries37% use phone to tweet60%+ tweets from 3 rd party Apps
Mobile [STATS]Smartphone Sales to eclipse PC Sales in 201296% increase in Smartphone Sales last year worldwide51% more willing to shop stores with Mobile FunctionalityOnly 4.8% of U.S. retailers have a mobile application, website or feature90% Find Retail-specific Apps extremely beneficial41% of iPhone Users make purchases on their phone>70% of iPhone Shoppers use apps while shopping in-storeIPhone Users historically have >$100k income79% would redeem Mobile Coupons48% would download and Print Coupons from PCMobile Video Watching increased 40% in the second half of 2010 (U.S.)25M Watched ~4:20 Monthly with Smartphones and Tablets$6.4B Online Advertising spend in the third-quarter of 2010Only $743m Mobile Advertising spend projected for full 2011
Strengths for the Mobile Consumer Today: .Convenience. Compare Prices Instantly Find Store Locations and Product Information Check for and Earn Discounts Build Loyalty Addressable Prosumer in Web Wide World is Next: Personalized, Contextual Information and Value Geolocation, Geolocation, Geolocation HyperLocation-targeted Mobile Advertising Hyperpassive-Aggressive Web Push/Pull Real-Time Pricing/Group Bidding Incentivized Loyalty Building/Bundling
3400% Growth by 2010381M+ global check-ins (total)Only 6m+ MembersHow many fashion houses, industry, affluent consumers?Is Ones 4SQ. Network more Georelevant and Secure?Are mayorships rewards? Value/Deals in other ways?Yelps check-in system has had only 41m check-insGet Glue has 1m+ Members, 100m+ data pointsFacebook was 200m+ mobile users!30m+ tried Facebook Places at least once already!
Immersive Technology solutions, which stimulate peoples visual,auditory, olfactory and tactile senses to connect with shoppers on anemotional level to create unforgettable shopping experiences.Combined with flexible, responsive business models, they have the potential totransform the way customers interact with you(r) brand.
MBFW Mobile AppSocial Shopping App Featuring exclusive content and coverage of theMBDW Fall 2011 events - including all the must-have information from show schedules todesigner profiles, runway photos, event coverage, and industry news.
Crowd-Sourced Fashion Show embracing technology and“A big part about Rebecca Minkoff and the brand isnot just settling for traditional social media like Facebookand Twitter. We’re expanding our horizons and Polyvore was a natural selection forus...that would incorporate their members and showcase howwell they style...We selected our favorite one, the winner had a huge amount of votesfrom the readers...[After receiving [c]lose to 20,000 votes, we flew them out, they helped stylethe show, picked out key pieces that we wanted to incorporate – with accessories andjewelry, shoes, etc. – and they put together the looks that we had in the show. - Daniel Saynt, CMO, Rebecca Minkoff
EndnotesS7 Facebook Campaign: Bergdorf Goodman and Fendi http://www.psfk.com/2011/04/bergdorf-goodman-looks-to-facebook-for-the-design-of- new-fendi-bag.htmlS8: Facebook Campaign: Chanel http://www.luxurydaily.com/chanel-goes-with-facebook-for-lipstick-ecommerce/S9: Facebook Campaign: Swarovski http://www.luxurydaily.com/swarovski-flaunts-exclusively-with-logo-on-facebook- pictures/S10. Facebook Campaign: Tag Heuer https://www.facebook.com/event.php?eid=209521432391698S11. Multiplatform Campaign: Jimmy Choo http://www.youtube.com/watch?v=Qx2V6wDEo8M http://mashable.com/2010/10/05/fashion-social-media-2010/S12: Foursquare Campaign: Gap http://psfk.com/2010/gap-integrates-add-to-foursquare-button-in-online-campaign.html http://mashable.com/2010/11/30/foursquare-gap-ad-campaign/S13: Facebook Fan Page and Social Deals: Gilt Groupe http://searchengineland.com/no-teeth-whitening-facebook-launches-social-deals-to- bring-social-experiences-offline-74658
EndnotesS25: Immersive Solutions: IBM http://www.slideshare.net/mindblossom/immersive-retailing-definedS26: Magazine Ipad/Tablet Apps: Vogue http://www.vogue.com/vogue-daily/article/vogue-launches-first-ever-ipad-app-a- lady-gaga-exclusive/ http://www.guardian.co.uk/media/pda/2010/nov/08/ipad-apps-vogue-wired-conde- nastS27: Mobile Apps: Gilt Groupe http://www.mobilecommercedaily.com/2010/04/12/gilt-groupe-ipad-app- comprises-3-percent-of-sales-in-first-2-days http://fashionablymarketing.me/2010/07/gilte-group-android-app/S28: Magazine Tablet Apps: Elle http://stylecartel.com/2011/02/elle-magazine-launches-new-apps-following- hearst-buyout/S29: Luxury Brand Tablet App: Salvatore Ferragamo http://www.luxurydaily.com/ferragamo-debuts-first-ipad-app-pushing-new- collection/S30: Live Event Collaboration: Fashion Night Out, Polyvore http://fashionista.com/2011/04/fashions-night-out-will/
EndnotesS31: Live Global Treasure Hunt: La Manifesto Yves Saint Laurent http://luxurydaily.com/yves-saint-laurent-takes-vision-to-the-streets- via-stand-alone-magazineS32: Fashion Show Mobile App: Mercedes-Benz Fashion Week http://mbfashionweek.com/press/spring_2011/mbfw_goes_mobile_shopstyle_ launches_this_seasons_essential_appS33: Crowd-Sourced Fashion Show: Rebecca Minkoff http://blog.polyvore.com/2011/01/style-rebecca-minkoff-runway.html http://fashionmakesmehorny.com/2011/02/interview-daniel-saynt-rebecca-minkoff- cmo-talks-crowdsourcing-magazines-vs-bloggers-the-gap-logo-fiasco/S35: Fashion Show Livestreaming: Burberry http://fashion.telegraph.co.uk/news-features/TMG8332943/Burberry-to-live- stream- London-Fashion-Week-show-at-Piccadilly-Circus.html http://www.luxurydaily.com/burberry-expands-reach-of-collection-with-live- streaming-fashion-show/S40: In-Store Live Models: Hollister http://nymag.com/daily/fashion/2009/07/lifeguards_now_patroling_new_h.htmlS41: Remote Livestreaming Storescape: Hollister http://www.hcoridethewave.com/ http://www.digitalsignagedaily.com/archives/2143
EndnotesS44: Live Event 4-D Storescape: Ralph Lauren Polo http://www.examiner.com/fashion-in-new-york/ralph-lauren-4d-art-show-nyc http://www.businessoffashion.com/2010/11/digital-scorecard-ralph-lauren-4d- projection-mapping.htmlS49: Billboard Digital Signage: Aeropostale http://www.screenmediadaily.com/news-aeropostale-retail-new-york-times-square- d3-led-structure-tone-pixel fire-gha-design-aero-dance-cam-digital-signage-out-of- home-media-001400676.shtmS50: Mobile App: H & M http://www.mobilemarketer.com/cms/news/content/7122.html http://www.mobilecommercedaily.com/2010/11/02/hm-uses-gps-linked- augmented-reality-app-to-showcase-new-collectionS51: In-Store/Smart Retail Mobile App: ShopKick http://ShopKick.com/S52: Social Retail Gaming: Scvngr, Neiman Marcus http://blog.neimanmarcus.com/press-room/neiman-marcus-launches-interactive- mobile-challenge-scvngr http://www.scvngr.com/places/271979