For fashion brands, building a touchpoint landscape is an increasingly daunting task. Fashion is democratizing rapidly and a new breed of social media like Pinterest is bringing great opportunities. This presentation offers a method of building real story telling customer journeys for different customer types. It also shows a number of promising trends. It includes overviews of online and offline touchpoints, owned, bought, and earnt media; it shows ways of connecting touchpoints with QR codes and more.

1. Pieter s
Jongeriu
@pieterj
- Pieter Jongerius-
FASHION TOUCHPOINT STRATEGY
Fashion Cycle meets Customer Journey

2. The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
EMERCE EFASHION of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that
physical nature 2
only few may access. Not the best starting point for involving your customers, it seems…

3. Fashion has to open up.
It has to show what it’s doing.
It has to interact with fashionistos and fashionistas from around the world.

4. On or Off?
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In other words:

5. KARL VS KARL BY NET-A-PORTER
On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative
mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY
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6. LOCATION IS EVERYTHING
One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.
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7. STRATEGY
Part 2 of 4

8. TOUCHPOINT STRATEGY
Brand Touchpoints Target group
What can we do to maximize
the exchange of value?
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9. TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
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11. ONLINE TOUCHPOINTS
owned media bought media
· b2c website · banners
· b2b website · Search Engine Advertising
· webshop (w, m, f) · advertorials
· mobile web · interactive television
· mobile app
· tablet app earned media
· e-mail · social media
· viral campaigns
· p.o.s. interactive · blogs, news & more
· narrowcasting
· desktop widgets
· embedded software …etcetera!
· campaign site
· affiliates
sales, content, …
· social media
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12. OFFLINE TOUCHPOINTS
channels bought: mass media en spatial
· brand stores · RTV– spot/nonspot/…
· multibrand retail · print ads
· popup store · advertorials
· shop-in-shop · inserts
· public space (mupi, billboard)
owned: print · sponsoring
· folders · fairs
· DM
· brochure owned media overig
· flyer · customer card
· magazine · own events
· packaging
owned: business to business · fleet signing
· yearly report · call center
· own publications · SMS
· employees
…etcetera!
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13. CONNECTING TOUCHPOINTS
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
OFFLINE ONLINE
Hyperlinks
Coupons Social posts (Fb, Tw, ...)
Addres / maps Likes, Mentions, Pins, ...
Mouth to mouth Promotion codes
Mail-a-friend
SMS / messaging
OFFLINE ONLINE
Coupons
Address/map
Geolocation / nearby
Augmented reality
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15. APPROACH
Corporate strategy
Touchpoint strategy
Design & implementation
Operation
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16. Corporate strategy
Touchpoint strategy
Design & implementation
Operation

17. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation
Operation

18. AIDA IS DEAD
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19. CUSTOMER JOURNEY 2.0
transaction relation
main initiative with brand main initiative with customer
acquisition à persuasion à conversion
interaction à participation à promotion
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20. Let’s start!
Defining a specific customer journey
in five easy steps.
20

21. 1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer

22. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
?
Curious
Enthousiastic Insecurity
Disappointed Optimism
Curious
Insecurity
Disappointed
Practicalities
Impatient Doubt
Enthousiastic Greed
Disappointed

23. 3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
BFF Fun
Accessible Plenty of choice
Open Realistic
Taking care Overview
Thourough In control
Care free
Confirmation
Security
Quality

24. 4: IDENTIFY CURRENT TOUCHPOINTS

25. 5: DEFINE NEW & FUTURE TOUCHPOINTS

26. <>
But… which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
However, I can point out a number of fashion media trends, later on in the presentation.

27. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation

28. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation

29. NEW CUSTOMER JOURNEY
KLANT
Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial
route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.

30. FAN JOURNEY
KLANT
Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return
to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)

31. TRENDS IN THE FASHION CYCLE
Part 3 of 4

32. THE FASHION CYCLE
design, productie shows
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33. EMERCE EFASHION 33
For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being
watched by more and more consumers, thanks to platforms like http://style.com.

34. SHOWS
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So when the show is over, how can you keep your fans involved?

35. EMERCE EFASHION 35
One way is to invite bloggers, and give them front row :)

36. THE FASHION CYCLE
design, productie shows
bloggers
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37. BLOGGERS TAKE FRONT ROW
Fashion was built upon aspirational images. Controlled communication. This is what’s changing right now: the
audience is contributing to the total image. The benefit of this to us: reach and authenticity.
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38. IMPACT VAN BLOGS
So while some are still stubbornly trying to control what you see, for instance based on where you live, the
blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.
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39. More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with
sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.

40. THE FASHION CYCLE
design, productie shows
bloggers
print media
pre-ordering
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41. EMERCE EFASHION 41
Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.

42. Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to
pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
They go further however, and inform the brands on their most frequently pre-ordered styles.

43. THE FASHION CYCLE
design, productie shows
bloggers
print media
pre-ordering
advertising
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44. There is another form of democratization going on in fashion. Although in my eFashion’11 ‘Branding vs Conversion’ talk I
complained that all fashion adds look the same…

45. LANVIN PARIS
…there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based
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on the game “Just Dance”. A very special way to take yourself seriously!
http://www.youtube.com/watch?v=cwwcnUBY9Zg

46. TED BAKER: RUTTING SEASON
Another example: Ted Bakers’s Rutting Season campaign for AW11. People were drawn to the stores to have their
picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook.
The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
campaign and tens of thousands of likes and followers.
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47. THE FASHION CYCLE
design, productie shows
bloggers
print media
social media pre-ordering
shopping
advertising
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48. SOCIAL MEDIA ON THE MOVE
Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again
after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest…
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49. PINTEREST
* = Marketingfacts.nl
200kMnaiquin
u
y
e
visitors in
Netherlands.
200% grow*th
in 5 months
We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from
Facebook, for instance. And there’s a very good reason for that:
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50. SOCIAL SHOPPING
sion
Conver
Sharing Shopping
The established networks (like Facebook, Youtube, Twitter and Instagram) are in the ‘sharing’ range of social media.
The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
newcomer networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing 50
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products, not moments. No wonder that the conversion from these platforms is so much higher.

51. SOCIAL SHOPPING
Sharing Shopping
Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
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helped by a personal profile and those of your friends.

52. On Lyst, you’ll follow brands, magazines, designers and friends. This results in a personal stream.
And what’s so special: it looks like a shop and it works like a shop!

53. Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012
deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.

54. THE FASHION CYCLE
TNBT
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The Next Big Thing
54

55. customer profiling

56. PROFILING
We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what
you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
and behavior to offer ads. But most of this profiling happens within those platforms.
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57. “...connecting every person on the web with their
affinity for anything, from books to gadgets to
music, restaurants, fashion, or vacation spots.”
The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak
vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
Een goudmijn voor adverteerders en retailers.

58. CROSS PLATFORM PROFILING
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59. …however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very
unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.

60. READY FOR EXTENSION
But Hunch isn’t the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which
trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
followers also, obviously). Their masterplan: extension to all relevant ‘taste verticals’.
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61. SCIENCE ROCKSTARS: PERSUASION API
gi f tin g
price
cuts
scarcity
autho -
rity
Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on
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different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
as clothes, electronics, et cetera. If you capture someone’s persuasion profile, that’s worth something!

62. TAILORING OUR PROPOSITION
So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will
include style of communication that will be based on the profile of our customers, that’s being recorded by third
parties that will market this information with everyone who is willing to pay. Dark side material? Maybe…
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63. SO...
Part 4 of 4
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64. How do you connect these developments to the
surfing and shopping behavior of your customers?

65. CUSTOMER JOURNEY
shows
bloggers print media
social
social
pre-shopping
By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers.
Also you can see where they would fit your cross-touchpoint story telling.

66. Very few brands
are on top of this
game.
Seize the opportunity!
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67. EFFECT
So we are talking about democratization of the fashion market. More and more people create content, and the flow of
content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
most outspoken of designers will survive. Love them or hate them!
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68. Glasses: on.
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So: you’re allowed a pedestal. And Karl? He may keep is sunglasses on for another while.

69. Pieter
Jongerius
@pieterj
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All images copyright of their respective owners