Snapping Up Fashion With Asos

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Last month, Asos started testing a feature that allows customers to upload photos taken from magazines and social media websites to search for similar outfits of shoppers’ favorite celebrities and bloggers. When customers want to look like their favorite celebrities and bloggers, they take snaps of them in desired outfits to put it into the Asos app. About 100 similar styles pop up to offer a variety of choices. In total, Asos digital wardrobe owns 85,000 products for snapping up similar fashion styles of famous characters.

Asos already thinks like a consumer tech business. Retailers must move away from being just retailers in the future. Some high street players such as the UK shopping center operator, Hammerson, uses the app, FindSimilar, that let shoppers upload a picture to search products on sale at specific retailers in the shopping center or across the shopping center. Also, voice search is being implemented through Amazon’s Alexa product. A voice-controlled selfie camera helps Alexa to give advice to fashion tips. That forces retailers to come up with similar services.

Read more about this topic on The Guardian.

Would you like the idea of wearing a similar outfit of your favorite celebrity or blogger? This is definitely an interesting tool that will attract millennials and generation Z consumers. Also, we probably cannot wait for augmented reality or 3D models in order to rely on the right fit while ordering and, ultimately decrease our returns. (ML, 11:07 PM)

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Social Media Marketing Starter Pack For Brick-And-Mortar Retailers

In case, your brick-and-mortar store is still not present on social media, this is the ultimate starter guide that will help you getting recognized on- and offline. By building your accounts, you are likely to gain more traffic for your store, maintain strong relationships for regular visits, monitor your reputation, get your insights into the customer experience.

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Since every business wants to attract millennial shoppers, social media is a must-have for your business. 72 percent of millennials research your website, ultimately checking you out online before they get their feet into your physical store. Do not think that you need to be present on all possible social media platforms since you should find the ones that will allow you to engage most effectively with your target audience. Start with one platform at a time, ask family, friends and staff to follow your page. Create in-store promotion that informs about your social media activity. Use stunning graphics for profile pictures and photo content. Always update any changes, news etc.

The very first platform you should consider, is Google My Business. Go to Google My Business and click “Get on Google.” Type in your business name and address in the search box. Select or add your business and claim it. After you have verified it, Google is going to send you a postcard to your address with a code. Then, confirm your business by using the received code.

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Create a Facebook page since over 2 billion people are registered on this platform. It has many advertising opportunities for brick-and-mortar retailers. Encourage customers to write reviews on your page which will raise visibility. Add a “Shop Now” button to forward followers to your website/ online shop. Do fun competitions such as “if you are the 100 person that liked the page, you will get an in-store voucher.”

Build an Instagram account as this platform is mobile-oriented. Regularly upload photos of your store, new items etc to gain followers and attention.

Retailers are also very present on Pinterest, pinning boards of ideas.

Read more helpful tips on Social Media Today.

Do not expect to get a lot of followers on all platforms at the beginning. The key is to post regularly and get your followers/ customers excited about new items, competitions, special offers etc. (ML, 10:54 PM)

A 4-Step Guide To Become A Popular Instagrammer

Are you still stuck at a couple hundred of followers? Well, you can change that quickly with the following pro-tips that will definitely let you outstand on the over 700 million active user platform, Instagram.

  1. Building your Profile

Make sure you have a clear direction on what you want to post. Are you interested in fashion, beauty, travel or in general lifestyle that combines more than one topic? Let your audience know what you are passionate about. Then pick a recognizable username and a profile picture reflecting your topic. In addition, give a short bio about you and your topic. This should be a strong introduction like “Fashion enthusiast who loves to inspire through posting daily outfit ideas.” If you want your audience to look on your website, in case you have one, copy and paste the link in your bio as well.

  1. Getting Followers

In order to get many followers, you need to like a bunch of photos, primarily with the same topic. For fashion, type in #fashion, #style, #fashiongram, #instafashion etc. Also, comment on pictures although it takes some time, but it is more effective. Commenting on a lot of pictures increases your chance to get more followers.

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  1. Posting Content

While growing in follower numbers, make sure to post great looking Insta photos. Pay attention to lighting. Using natural light is the best option. Take either photos during the morning or before the sun sets in the evening. In addition, a symmetry in your pictures is important. Since Instagram offers various filters, work with them but use the same to ensure a consistent look. When your picture is ready, it is all about the right posting time. People check their Instagram during the morning, around lunch time and after work. Post between one to three photos daily to feed your page.

  1. Using Hashtags

Hashtags are a great way to reach your desired audience and let your follower numbers grow. Especially, at the beginning, you should use a lot of hashtags. Place hashtags either by posting the picture first and add your own comment with a bunch of tags or provide enough space between your photo and caption by adding bullets and your tags (see example below).

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Get more pro-tips on Social Media Today.

Sounds simple, right? Always ask yourself why you are on Instagram. Is it primarily to see what your friends are doing or do you consider it as a serious business for yourself? We all know that Instagrammers with thousands and millions of followers make a lot of money. Are you ready to challenge yourself to make some extra money? (ML, 9:59 PM)

What China’s Social Media Control Means For Fashion

Under the direction of President Xi Jinping, the Chinese government is shutting down certain websites and social media accounts specialized in entertainment and celebrity gossip. So far, 60 social media accounts on China’s biggest platforms, WeChat and Sina Weibo, have been closed due to vulgar content and concerns that those accounts would negatively impact society.

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This drastic action affected some of China’s most popular showbiz channels that own millions of followers such as the entertainment account from Harper’s Bazaar China. Most of the affected accounts published forms of celebrity news that were even less scandalous. The government states that those accounts could be seen as glorifying celebrity lifestyle. With this behavior China underlines its strict core socialist values.

It is nothing new to us that the country has full control over the internet and local media. According to the 2017 World Press Freedom Index, China is ranked 176 out of 180 countries regarding the limitation of free speech. Along with a new cyber security law, many multinational firms are concerned about their digital operations. As from June 1, the Cyberspace Administration of China announced new regulations regarding publishing and sharing content. Moreover, these regulations demand from companies to acquire a government license and editors must be approved by the government.

Fashion magazines and brands which operate in China have long used celebrities to gain exposure. Now, they must go beyond celebrity images and must come up with new ways how to engage Chinese society.

Read more about China’s social media control on The Business of Fashion.

Can you imagine a control like this in your country? Also, major private celebrity accounts will probably be affected and forced to shut down. This would result in a lot of negative consequences for companies that use celebrities to promote their products. (ML, 9:37 PM)

How Social Media Makes Fast Fashion Big

With social media, a big portion of our daily life, two types of social media users exist: Sprinklers and vacuums. While sprinklers share content, vacuums soak it up. Especially, sprinklers, who are identified with fashion bloggers and other lifestyle influencers, build their content by posting their new fashion outfits every day. Vacuums that see these posts, like you and me, recognize the bloggers in completely new outfits daily. We get inspired by them and come up with ideas what to shop next. We want to fill our closets with new fashionable items as often as possible, thus social media gives the impression that once an outfit or item is shared on platforms like Instagram and Snapchat, it can never be worn and photographed again. The problem is, most people cannot afford to buy the more expensive items to wear those only once. Rent The Runway came up with a solution by offering people to rent fashion items for a certain time and return them after. No one on social media will notice this smart strategy.

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In general, people are now more encouraged to purchase low-cost, fashion-forwarding clothes, famously known as fast fashion since social media has set the rule that it is a no-go to wear shared outfits multiple times. The concept of shorter lifecycles is a true benefit for H&M, Zara and co., the number one fast fashion retailers that promote their items big on social media.

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They have recognized that people go less into retail stores to find their next look, instead they look into their social media feeds to see who wears what and order the same items or same-looking items online, often through Instagram’s’ shoppable tags directly. According to consumer studies, 85 percent of people get influenced by celebrity/ blogger endorsements when making purchase decisions.

Read more about social media and fast fashion on Adweek.

What is your opinion about this no-go, wearing items/ outfits multiple times that have been photographed once on social media? I think that depends on how engaged you are with Instagram, Snapchat and co. Of course, famous fashion and lifestyle bloggers can show different outfits and items daily since they get gifted in order to promote those clothes and accessories for the fashion brands. However, in our cases, we must buy our clothes. Purchasing fast fashion products can be expensive when having this no-go opinion that let us shop probably weekly. (ML, 12:20 AM)

 

How A Normal Looking High Heel Emerges As The Future Of A True Fashion Wearable

Do you struggle with pairing your heels to your outfits every day? There is now a solution for this problem. A smart high-tech heel has been conquering the market since March 12 this year. This heel is called Volvorii Timeless smart shoe developed by a Lithuanian startup with the name iShüu Tech. It is available on Indiegogo right now for $249 and expected to be shipped as from this December. What makes this heel so special and how does it simplify women’s daily struggle? No matter what color your outfit has, the high-tech heels change colors.

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How? You just download the smartphone companion app that will be announced and available on iTunes later during the year. Through clicks within the app, you can change colors in seconds. The heels are made of smooth leather and rubber, outfitted with hidden circuitboard, Bluetooth as well as battery components. They are provided with electronic e-ink paper on the sides. For now, just black, white and the Louis Vuitton logo can be chosen but the developers will add more color and pattern options to the app. The battery powering the display, recharges through an integrated USB wireless charger. It takes two hours for reaching the heel’s full power again.

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Read more about this Volvorii Timeless smart shoe on the Entrepreneur.

What an invention, right? Looks like we do not need so many shoes anymore since we can switch colors depending on outfits and moods multiple times a day. The price is affordable and the heel looks very comfortable. Make sure to watch the stunning video in the sidebar. (ML, 11:57 PM)

 

How Social Media Affects Fashion Week

Since the evolution of social media, Fashion Week changed from being an exclusive event for only the most important fashion people to a world-wide easy accessible one. These days, many designer brands show behind-the-scene videos and pictures on Instagram but especially on Snapchat. Take Stella McCartney for example. She adds behind-the-scenes to her Snapchat story like this picture below which shows Kanye West and Father Paul McCartney backstage.

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Rebecca Minkoff, goes a step further by snapping short videos of the collections before the runway show starts. Since 2013, subscribers have been watching pieces, minutes before models hit the catwalk.

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In a tweet, Minkoff announced to add the brand on Snapchat to get a glimpse of her latest fashion pieces. Read more on InStyle. Models, like Taylor Hill present on Snapchat how they get their catwalk make-up done backstage.

Also, famous fashion and style bloggers make it easier for followers to see pictures and to get information about Fashion Weeks during the event. Since those posts have been made, everyone craved for collection pieces immediately while or shortly after runway shows. Thus, the see-now, buy-now fashion model emerged. Burberry was one of the first fashion brands that started this experiment in 2010. Today, almost every brand has implemented this model.

Read more about social media and Fashion Week on Pop Sugar.

Nowadays, everyone can be a part of all the Fashion Weeks that take place thanks to social media. We are live and even backstage but still virtually with our smartphones. I would not say that social media makes Fashion Week obsolete but it is a chance for luxury fashion brands to make more sales and to be ahead of fast fashion brands like Zara, H&M and Co. (ML, 6:45 PM)