Social Networking
FacebookFacebook is an international social marketing technique originally adopted by teens to get to know one another. Using the Internet, Facebook provides a venue for sharing photos, information, news, and sales; it allows marketers to have an interactive Web presence with their existing clientele, as well as to encourage prospective customers to try their products. Consumers are encouraged to become "fans," post messages, and encourage their friends to become a friend of the fashion site. Nordstrom, Versace Couture, Chanel, and Saks Fifth Avenue use Facebook as a fashion marketing tool. It is an inexpensive, targeted, and highly effective method for reaching their primary target market.
Annabelle LaRoque"s private brand, LaRoque, has become extremely successful since its inception in 2005. In 2009, more than 1,000 custom-made designs were sold. What is so amazing about this figure is that the LaRoque brand is marketed solely by flyers, Facebook, and word of mouth. LaRoque says that Facebook has become the best marketing effort for her fashion house. Every design is featured on Facebook. The company receives at least five new orders through this medium every week. LaRoque and her customers e-mail each other, talk about fashions, and discuss new fabrics, styles, and designs - all through Facebook. Customers tell her when they are on their way to her store. Facebook "is amazing for my business," she says. "I change my profile picture every day. My picture is always one of my garments. I always tell people what I am doing at the store. Facebook provides a social relationship with my customers."
One of LaRoque's Facebook marketing efforts is the Rainy Day Sale. Any day it rains, the store has a 15-percent-off sale. Customers will log on to Facebook and e-mail Annabelle; they give her the weather forecast and a reminder that they will be in the store the next day. This marketing promotion instills loyal customer behavior and encourages the target market to continually look on Facebook for new ideas and additional contact with the owner, thereby instilling a sense of friendship.
Fashion marketers must always evaluate the success rate of any advertising strategy. As advertising dollars decrease, it is even more important to verify that every advertising strategy reaches its intended audience and that they retain the information. Retention is "a form of competitive advertising calculated to keep a product, services, industry, or view point in the public eye" (Ostrow & Smith, 1988 p. 207). Research on mobile advertising reveals that 40 percent of viewers recall mobile advertising. This recall level is very important in product advertising and encouraging purchase behavior (Ankeny, 2008).
YouTube is a social marketing medium whereby videos, television commercials, and photos are posted on the Internet. Average YouTube viewers are 44 percent female and 56 percent male, between the ages of 12 to 17. The popularity of YouTube is widespread. Each month, more than 2.5 billion videos are watched (Woog, 2009). Its viewing frequency makes YouTube and excellent tool for the fashion marketing industry, and yet, despite the enormous number of consumers looking on YouTube on a daily basis, it would be a mistake to use this tool as your primary fashion marketing effort. And integrated fashion marketing effort remains vital to promote merchandise. Integrated efforts include a variety of marketing efforts that repeatedly demonstrate the fashion's benefits to consumers.
YouTube began as a social marketing tool among the younger target market. This marketing media is now used by a wide range of fashion companies. Companies are able to reach their stakeholder by posting television advertisements and fashion show. Designers use YouTube to continually build brand loyalty, market awareness, and product knowledge.
Fashion Marketing: Theory, Principles, and Practice
Mariaane C. Bickle
Pages 86-87
Fairchild Books
Copyright 2011
Annabelle LaRoque"s private brand, LaRoque, has become extremely successful since its inception in 2005. In 2009, more than 1,000 custom-made designs were sold. What is so amazing about this figure is that the LaRoque brand is marketed solely by flyers, Facebook, and word of mouth. LaRoque says that Facebook has become the best marketing effort for her fashion house. Every design is featured on Facebook. The company receives at least five new orders through this medium every week. LaRoque and her customers e-mail each other, talk about fashions, and discuss new fabrics, styles, and designs - all through Facebook. Customers tell her when they are on their way to her store. Facebook "is amazing for my business," she says. "I change my profile picture every day. My picture is always one of my garments. I always tell people what I am doing at the store. Facebook provides a social relationship with my customers."
One of LaRoque's Facebook marketing efforts is the Rainy Day Sale. Any day it rains, the store has a 15-percent-off sale. Customers will log on to Facebook and e-mail Annabelle; they give her the weather forecast and a reminder that they will be in the store the next day. This marketing promotion instills loyal customer behavior and encourages the target market to continually look on Facebook for new ideas and additional contact with the owner, thereby instilling a sense of friendship.
Fashion marketers must always evaluate the success rate of any advertising strategy. As advertising dollars decrease, it is even more important to verify that every advertising strategy reaches its intended audience and that they retain the information. Retention is "a form of competitive advertising calculated to keep a product, services, industry, or view point in the public eye" (Ostrow & Smith, 1988 p. 207). Research on mobile advertising reveals that 40 percent of viewers recall mobile advertising. This recall level is very important in product advertising and encouraging purchase behavior (Ankeny, 2008).
Youtube
YouTube is a social marketing medium whereby videos, television commercials, and photos are posted on the Internet. Average YouTube viewers are 44 percent female and 56 percent male, between the ages of 12 to 17. The popularity of YouTube is widespread. Each month, more than 2.5 billion videos are watched (Woog, 2009). Its viewing frequency makes YouTube and excellent tool for the fashion marketing industry, and yet, despite the enormous number of consumers looking on YouTube on a daily basis, it would be a mistake to use this tool as your primary fashion marketing effort. And integrated fashion marketing effort remains vital to promote merchandise. Integrated efforts include a variety of marketing efforts that repeatedly demonstrate the fashion's benefits to consumers.
YouTube began as a social marketing tool among the younger target market. This marketing media is now used by a wide range of fashion companies. Companies are able to reach their stakeholder by posting television advertisements and fashion show. Designers use YouTube to continually build brand loyalty, market awareness, and product knowledge.
Fashion Marketing: Theory, Principles, and Practice
Mariaane C. Bickle
Pages 86-87
Fairchild Books
Copyright 2011
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