Strategy Framework for a fashion E commerce site to evolve social marketing and objectives for each social media

1. Submitted by:
SARABJEET KAUR (19059)

3. Online fashion community
= Content + community + commerce
latest trends,
fashion styling –
daily wear,
occasion wear
etc
fashion
designers,
stylists, fashion
bloggers and
fashion
enthusiastic
ability to shop the
product at same
point

4. Target customers
Individualistic expressionists:
People (15 – 45 yrs age group) who have a unique taste and want to express their
individuality and at the same time learn from others and celebrate their
differences. These are not designers but people who are inclined towards fashion
by taste.
Inspiration Seekers:
Regular people initially from 15-30 yrs age group who are looking for inspiration
from real people like themselves and also from designers.

6. Platforms to be used
facebook
twitter
blogs
pinterest

8. Fashion page
o A fan page extension to the website
o Main objectives:
 to attract new audience
 to engage the current customer base
 to direct traffic to website
Core strategy:toengageaudience

9. content
o Daily trends update
o Upcoming Season fashion tips
daily
o Latest addition to store collection
o Celebrity style Pick
Alternate day
o Featured Blogger portfolio from
website
o Pick of the week from photos
uploaded by users
weekly
o Featured Designer portfolio
o Lucky winner from the user base for
discount coupons to be reimburse at
online store
Monthly
Tone: Peppy&Chic

11. trend page
o A trendy updation platform extension to the website
o Main objectives:
 to attract new audience
 to direct traffic to website
Core strategy:tomake fashiontrend

12. content
o Daily trends update
o Upcoming Season fashion tips
o Cheeky one liners on twitter trending
topics
daily
o Latest addition to store collection
o Celebrity style Pick
o Retweeting users uploaded bought
styles
Alternateday
o Featured Blogger portfolio from
website
o fashion mania – tweet a question
weekly
o Featured Designer portfolio
o Awarding most tweeted user of the
month
Monthly
Tone: cheeky&informal

14. Visual page
o A Visual library extension to the website
o Main objectives:
 to attract new audience
 to engage and aspire the current customer base
 to direct traffic to website
Core strategy:to aspire audience

15. content
o Designers specific - Aspirational
o Interesting collections
o Seasonal trends Mood Board
o Interesting DIY for apparel & accessories
boards
Tone: stylish&amateur

17. style diary
o An experience narrative extension to the website
o Main objectives:
to engage the current customer base
 to aspire upcoming self made fashion artist
 to direct traffic to website
Core strategy:toamuseaudience

18. content
o Budding Designer Showcase
o Making of a collection – series writing
o Smart outfits – Customer’s Choice
weekly
o Life @ Design Studio
o Smart Shopping/usage articles
Monthly
Tone: experimental&informal