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Lesson 1, The role of social media in fashion industry

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Fashionbi Presentations

on 28 June 2018

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Transcript of Lesson 1, The role of social media in fashion industry

Social media is not only about exchanging messages and photos, Social media created a lot of business opportunities
SM as advertising platform
SM as a news platform
What is Digital Marketing and which role Social Media plays in it
At the beginning of 2015, Gucci embarked on the next chapter in its history, under the direction of a new management team led by President and CEO Marco Bizzarri and Creative Director Alessandro Michele. Their new contemporary vision for the brand quickly re- established its reputation as one of the world’s most influential luxury fashion brands.

The Dionysus bag,
which combines the iconic GG logo with floral (blooms) or animal details (bee) and a buckle coming from the archives, and
the Princetown shoe,
a reinterpretation of
the Gucci loafer
are among the most successful product launches both in terms of sales and image.

The increased interest in the brand and the conversation around it began to translate into growing market share, fuelled by both a re-engaged existing customer base and a newly-engaged clientele, most especially among Millennials.
SM as a fast way to receive feedback
To measure popularity of the brand
To analyze sentiment towards the brand and products
To discover news around your brand
SM as a new way of making money
Industry estimates say brands spend more than a
$1 billion per year

on sponsored Instagram posts via influencers
On average, if you have hundreds of thousands of followers you can make anywhere from $500 to $5,000 a post, but if you have upwards of 6 million followers, your fee can be $20,000 to $100,000 a shot.
“She did two jobs and made 3 million euros,” Lagerfeld said. “One was for cars in Germany and the other was for a Japanese beauty product. I don’t allow her to do foodstuffs and things like this. She’s too sophisticated for that.”
A collaboration between creative director Sandra Choi and Brazilian artist Rafael Mantesso, to whom Jimmy (the Bull Terrier) belongs, the range features tote bags, pouches, purses and iPhone cases, plus studded and metallic collars for your four-legged friend.

"When I discovered Rafael’s enchanting work featuring his loveable English bull terrier, Jimmy Choo, I just knew we had to work together," says Choi.
SM as a platform for new talents
Model casting through Instagram and Twitter is becoming serious business. Not only are industry bigwigs like IMG and W magazine's Edward Enninful scouting for new talent through the platforms, major brands like DKNY and Marc by Marc Jacobs are actually searching for their future campaign stars online. In fact, MBMJ had such a positive, overwhelming response from its first #castmemarc contest (over 70,000 submissions, to be exact) that the label brought it back for a second season
Changing the face of fashion: Model with vitiligo stars in two major fashion campaigns,
Diesel and Desigual
Facebook's new algorithm can recognize you
even if your face is hidden

Google is also focusing on similar features, which can recognize people, places and things in pictures and automatically organize or tag them for search.
Yana Bushmeleva

8 000 000 followers
1 000 000 followers
justice via social media?
110 mln followers on Instagram
60 mln followers on Twitter
In a number of posts across her personal social media channels, Ventrillon explains how two members from the Chanel team visited her Fair Isle studio over the summer and purchased her garments as research for that very collection. "I specifically said that I was going to sell it to them for the reputation of [the] Chanel house and because I would not expect them to copy my design," noted Ventrillon on Facebook and Instagram.
“When I grow up I’m going to be a fur collar”.
Italian television program called Report accused Moncler of using suppliers that live-pluck the goose.
What enters the eye is just a spectrum of wavelengths of light
, we turn that into something with category boundaries and labels and connotations.

But one thing’s for certain; The Dress is a brilliant example of how breaking the perceptual system helps us to learn more about how our brains work.

Ms Walker announced that Toast was the latest face of her brand in an Instagram post Sunday, writing: 'This gorgeous redhead’s story is a true Cinderella one. She was discovered living in cruel circumstances, rescued, and quickly rocketed to fame thanks to her wonderful looks, charming personality and inimitable sense of humour.'
When Chantelle Brown-Young was 4 years old, a white patch appeared on her stomach. She was diagnosed with the skin pigment disorder vitiligo, and over the next several years, she watched more white patches pop up all over her body. She was bullied, people called her names, and friends distanced themselves from her because their parents were concerned they’d “catch” it from her (even though vitiligo isn’t contagious).
“America’s Next Top Model” host Tyra Banks discovered Brown-Young on Instagram.

Social Value
GUCCI, 2017 fiscal year
Two graphic designers, one from New Zealand and one from Australia, allege Gucci has copied their designs. Versions of what they believe to be their logos have appeared on solid white T-shirts and tote bags in the 2018 Gucci cruise collection.

H&M stores trashed in South Africa over ‘coolest monkey’ hoodie
H&M issued an apology for the offending ad on Monday after it was accused of being racist by hundreds of social media users on Sunday.

“We sincerely apologize for this image,” the company told TIME. “It has been now removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do, and will be reviewing our internal routines.”
Chanel has confirmed that it used Ventrillon's Fair Isle designs, and will credit her for them.
New Brands on the market
Yana Bushmeleva
Artem Karida
26th of April
27th of April
Full transcript