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Information about Fashionmarketing

Published on August 3, 2013

Author: laylasabourian


Fashion Marketing Challenges Layla Sabourian-Tarwe August 2nd, 2013

© 2011 SAP AG. All rights reserved. 2 Agenda Overview of the Fashion Industry  Slides 3-5 Challenges for Fashion Marketers  Slides 6-7 Solutions  Slides 8-9 Useful Reporting Tools  Slides 10-12 Sources  Slides 13-14

Overview of the Fashion Industry

© 2011 SAP AG. All rights reserved. 4 Overview of the Fashion Industry In 2010, American households spent, on average, $1,700 on apparel, footwear, and related products and services The world clothing and textile industry (clothing, textiles, fo otwear and luxury goods) reached almost $2,560 trillion in 2010 The world womenswear industry is expected to pass $621 billion in 2014 $250 billion is spent on fashion (including accessories) in the U.S. each year 1 out of 4 Fashion Designers are self- employed Online shoppers in the United States will spend $327 billion in 2016, up 45% from $226 billion this year and 62% from $202 billion in 2011

© 2011 SAP AG. All rights reserved. 5 Overview of the Fashion Industry cont. 70% of people would rather prefer to hear about a new product from a friend on Facebook, than from advertising 69% of people would share their purchased products on social media 6.9 million women in the US shop for apparel online 64% of people said that more Facebook “likes” on a product will increase their chance of buying that product 57% of people have asked friends on social media for advice on buying a product The average number of total likes for the top 50 fashion pages is 1.74 million

Challenges for Fashion Marketers

© 2011 SAP AG. All rights reserved. 7 Challenges for Fashion Marketers  Globalization  Obtaining meaningful consumer insights  Managing the service businesses associated with the fashion industry (advertising, P.R., event planning, fashion publishing, and styling)  Cause Marketing  Identifying trends and remaining relevant  Customer loyalty during the internet age (emergence of e tailers)


© 2011 SAP AG. All rights reserved. 9 Solutions  Globalization – Appeal to diverse markets (industrialized, developing, underdeveloped) – Understand centralization vs. localization  Obtaining meaningful consumer insights – Examine decision-making processes – Seek meaningful insights about the “hearts” and “minds” of consumers  Managing the service businesses associated with the fashion industry – Utilize only what you need, effectively and efficiently – Develop strong customer relationships through service quality  Cause Marketing – Supporting a good cause can increase product sales and consumer engagement – Recent examples: TOMS Shoes, H&M Global Garment Recycling Program  Identifying trends and remaining relevant – Research, research, research! – Pay attention to changes in demographics and psychographics  Customer loyalty during the internet age – Better value proposition is a must to attract and retain the loyal customers

Useful Reporting Tools

© 2011 SAP AG. All rights reserved. 11 Useful Reporting Tools  Google Analytics: – (Free) | Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.  Alterian/SDL: – ($) | An integrated platform that blends the marketing analytics, campaign management, and social media capabilities.  Sprout Social: – ($) | Web app that monitors Twitter, Facebook Pages, LinkedIn, FourSquare, Gowalla, and other networks where consumers are engaging with businesses and brands. Also offers contact management, competitive insight, lead generation, and analytics.  Bitly: – (Free) | Bitly allows users to shorten, share, and track links (URLs).  Hootsuite: – (Free and $) | A social media management system that enables teams to collaboratively execute campaigns across multiple social networks from one dashboard. Includes audience identification tools, the ability to streamline workflow, and custom reports. I use HootSuite to manage my company’s Twitter account.

© 2011 SAP AG. All rights reserved. 12 Useful Reporting Tools cont.  Brandwatch: – ($) |This service reads through and summarizes what’s being said on the Web about brands, people, and products. Define keywords to track (brands, topics, people names, products) and get access to mentions, trend and campaign analysis, and competitive info.  Mention: – (Free to $) | An iPhone and Android app that lets you create alerts for your company, its keywords, your brand, and your competitors. Updates in real time.  Klout: – Klout (Free) | A tool that finds the influencers in your audience so you can target and empower them to become advocates for your brand.  Twitalyzer: – Twitalyzer ($) | One-click access to Twitter metrics that analyze followers, mentions, retweets, and influencers and their locations. It can also be used to compare your Twitter account to those of your competitors.  Facebook Insights: – (Free) | Facebook’s built-in tool provides Facebook Page owners with metrics around their content. Helps you understand and analyze trends within user growth and demographics.


© 2011 SAP AG. All rights reserved. 14 Sources  Overview of the Fashion Industry: – – – – – –  Challenges for Marketers: – – –  Solutions: – Globalization_of_markets_marketing_ethics_and_social_responsibility.pdf – – –

Thank You! Contact information: Layla Sabourian-Tarwe Sr. Product Marketing Manager 3410 Hillview Avenue, Palo Alto, CA 94304 1.650.463.6041

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