fashionhodgepodge

via Viva Magazine (November 2011)

A lot has changed over the past decade in the marketing world. It really hit me when I saw this article that with all these new networks and tools its really only given us the chance to be more connected with one another and have more conversations with people who share the same beliefs.

via Mario Testino for Vogue  (February 2011)

Blogs, Facebook, Twitter, Instagram – they’ve all provided us a platform to find people like us and talk about things we love or have in common. Some times I feel like I know some people so well from these platforms and really feel like I know them IRL. Its cool to be a part of community and share your opinions with people who also have the same passions.

via Harpers Bazaar (November 2010)

With this much connection to one another, why aren’t fashion brands really taping in and taking advantage of social media tools to create a community? Yes, there are tons and tons of fashion and retail companies that have a Facebook, and of course Twitter, but most of them don’t truly engage with their community or listen to what their fans really want. Its coupon after coupon, giveaway after giveaway, and all about “me, me, me” when it really should be about getting to know what this group of people want to talk about.

via Mario Testino for Vogue  (February 2011)

Now queue the the inspirational quote…”Strongest communites are structured around shared beliefs, emotions, and goals.”

I couldn’t agree more. I find that I get truly excited about a brand or product when they connect with me emotionally. Play off that memory from my childhood, or the wonders of traveling, or the amazing feeling of confidence – and you’ve got my attention.

via Material Girl Magazine by Lara Jade (May 2011)

Why can’t all marketers get that? Isn’t that what we are meant to do? To me, the ”most enduring communites are ones that recognize the commodoties of their audiences & embrace their passions.”

A-ha! This is what makes brands like DVF and DKNY so successful in social media. They both recognize what their girl wants and are open and honest with them. They lean on their “friends” for feedback. They pick up the phone when they call.

via Numero Magazine #128 (November 2011)

People want to talk. People want to voice their loves, hates, and passions. People want you to listen. People want to know they are being heard and hear you talk back. Brands that recognize all the potential power these communites and conversations have, the more they can prosper.

via Viva Magazine (November 2010)

“Marketers should take the time to step back, look at how many things their consumers have in common, and build social presences around what their customers care about and why they are connecting.” Then we’ll all be so happy together.

Olga Sherer by Liz Collins - February 2012

Marie Claire Italia - March 2011

Lifestyle Mirror Magazine - March 2012

Photo by Sandra Freij - June 2010

Last month some Google dude tweeted “social media is like teen sex“. First, I thought this was one of the most random things to compare a marketing channel to, but then it got me thinking. What is social media like?  To me, social media is really like…. making a new friend. It’s awkward at first, you may not know what to say or are nervous what people will think about you. But if you keep the conversation relevant, interesting, and cool, you’ll make tons of friends fast. It you are misleading, flaky (only one post in a blue moon), you’ll loose friends.

Or, if you constantly bombard your new friend with posts & tweets, they’re going to stop hanging out with you because you’re annoying the beegeez out of them. If you talk about stupid meaningless crap all the time and offer nothing to the friendship – no real conversation, nothing interesting – Why keep hanging out right?

Social Media tools are very similar to the telephone or a writing a letter to a friend. It’s just a new way.  With enough time and attention that you give a relationship, the better that relationship is. When you love something you’re willing to do anything for it, including tweeting after hours or posting after a crazy-long day. Same thing for friends. Sometimes we go all out just to meet them on their side of town, but we do it because we love hanging out with them. Just like social media, we do it because that’s where our friends hang out and we want to keep those friendships going.

There is no real “marketing trick” to doing social media “right”. It’s different for every person, every brand, every profile. But at the heart of it we are all just real people looking to connect with each other. Que no?

xo

Photo: Agyness Deyn by Hedi Slimane for Vogue China March 2011

This is kinda part numero dos of my other Tumblr post on branding. As I was going through my Tumblr and the reg feed I thought of a few tips that make some fashion brands on Tumblr stand out in my mind. They…

•  Stay away from carbon copies. Don’t post the same thing that you do on all other channels. Keep some content unique just for your Tumblr followers. What’s the point of a person following you on all channels if it’s the exact same, right?

Photo: Alessandra Ambrosio Russh Magazine Issue 35

• Showcase your style.  Post the awesome visuals or photos that don’t really make sense for a full blown blog post on your blog, but really represents you in some way. I find that there are super rad photos I want to use, but they don’t fit, so I put them on Tumblr for inspiration.

Photo: Gisele Bundchen photographed by Paolo Roversi for Vogue Italia Feb 2002

• Measure. If relevant, include a link back to your site, or products and TRACK it. You’d be surprise what you can learn from your analytics. And….Google Analytics is free!

Photo: Dazed & Confused June 2009

•  Look back. Take a look at your Tumblr – maybe you see a theme going and it can be created into a great blog post on your main blog. Use Tumblr as a supplement to your main blog. It enhances your story, or makes your story better, or gives another insight into your brand or personality. Something that can’t always be seen in a few characters of texts or posts.

Photo: French Vogue February 2004 Daria Werbowy by Inez & Vinoodh

•  Mix it. Use Tumblr in conjunction with Twitter, Facebook, Instagram, Pinterest (yes, I said it!) to express your point of  view and stream of consciousness.  Interact with all communities on each network to build out your following and relationships. You probably will not have the same followers on Twitter that you do on Facebook, or heck even Pinterest. Everyone consumes content differently.

Que, no?

xo

Photo via Vogue Australia Tumblr

A picture says 1,000 words. One photo, so many thoughts, interpretations, emotions.  Imagery is so important in story telling that is no surprise how quickly Tumblr has crept into the fashion industry and made itself a space in the past two years. From brands like DKNY to Madewell, to glossies Vogue to Russh, and our fave influencers from Nina Garcia to Coco Rocha – Tumblr gives us an extra window into brands (retailer, publication, personal) stories and inspirations more than ever before.

Photo: Anja Rubik and Iselin Steiro by Camilla Akrans (2006)

Whether you’re doing it just for yourself or for a Fortune 500 company, there are a few things think about as a brand on Tumblr:

•  Identity – Think about how you want to represent yourself. Who are you and how will you express that through your Tumblr design, content, and words.

• Personality – Keep it real, weird, quirky, casual – a.k.a. =  yourself. Show your humor, your dark side, your romantic side. Show you.

Photo: Vogue Paris October 2009

• Values – Use Tumblr as a way to show what’s important to you. What makes you tick? What do you stand behind?  Posting a photo is like an endorsement or a thumbs up to that image, so keep in mind the attitude it influences.

• Audience – It always comes back to your audience – customer/visitor/reader – who ever. What do they want to see from you? Keep them in mind as you post, even if your only audience is you.

Photo: Dree Hemingway by Lachlan Bailey (2009)

Tumblr has opened up a a whole other way for brands and consumers to engage with one another and understand each other’s point of view. Tumblr is an extension of  that marketing conversation,  image, and most importantly - relationship.

Check out Tumblr’s fashion index to start Tumblring through it all.

xo

Photo via Cosmopolitan Armenia – December 2011

Once  upon a time, there was no such thing as Facebook. Gasp! What you say? Brands didn’t have to update their status about that meaningless sale they are having, or ask a “True or False”, or “fill in the blank” sentence each week? Um, no. It seems like over the past few years, marketers, businesses, and brands have gotten so caught up in tactics such as FB and not really focused on what really matters. It’s not about the channel (Facebook, Twitter, etc. ). Marketing really should be focused on the brand story itself.

Lately it seems like story-telling with brands has gone down the crapper as every one races to get the “most likes”, the “most followers” and have forgotten about our roots of why we do what we do.  Marketing is telling a story,  so let’s queue content marketing…

Content marketing is like advertising, but only better.

Why? Because it’s not a gimmicky slogan, crazy-ass contest where you have to do a million things to enter or be the most talented at something. It’s simply going back to the beginning of time and telling a story from one’s point of view, and the point of view happens to be a brand – an entire group of people who believe in something and want to share it with the world.

Photo Via Flare Magazine “Your Majesty” – December 2011

A couple of quotes caught my eye last week that really brought this concept home.  Al Krueger from Handsondodge.com  said, “Everything we do must dramaticize what the brands stand for, or we’re losing…Marketing needs to understand how content and social media can initiate a customer relationship, enhance the ecommerce experience and then seamlessly continue that relationship into ongoing engagement on various platforms that connect to each other to lead to repeat purchase or brand advocacy.” Phew, that is a mouthful, but  totally have to be on board with Al here. It’s all about what the brand stands for and telling that point of view. Not an ad with free shipping, or a huge percent off. That’s why Kate Spade is doing so stellar.

“Content Marketing tells stories that are memorable and sharable. It persuades and engages consumers without being promotional and as a result, it’s more trustworthy and transparent than straight up ads. (- Heidi Cohen)” Ah, yes indeed. We get to know the brand, create memories, emotions, and we want to share them.

Photo Via Vogue Korea 2006 – A Thumb Princess By Kim Jung Han

So, fashion brands let’s get back to basics and we can start creating our own story that just might end up living happliy every after. Heh – had to throw a pun in there. But in all seriousness, hoping to see more brands go back to story time in the new year.

xo

Tam