Mashable's latest #BizChats Twitter chat focused on the competitive world of fashion, where designers and retailers fight it out to be the customer favorite on Twitter, Facebook, Snapchat, Periscope and every social platform out there.
[seealso slug="fashion-industry-bizchats"]
Over the course of an hour, @MashBusiness covered an array of questions from readers with help from high-profile experts who know the fashion business and its new digital incarnation, which has fashion brands scrambling to create beautiful clothes that also play well everywhere from Instagram to Pinterest.
Several fashion shared their insight on the topic, including: Nina Garcia, creative director for Marie Claire & Project Runway judge; Aya Kanai, fashion director at Cosmopolitan Magazine; Imran Amed, founder & CEO at Business of Fashion; Patrick Adams, head of global consumer marketing for Victoria's Secret; and Stacey Malvern, social media coordinator for Global High Street Fashion Brand.
Check out highlights from the chat in the Storify, below:
[View the story "#BizChats: How fashion brands create customer loyalty" on Storify]#BizChats: How fashion brands create customer loyaltyMashable hosted a Twitter chat to discuss how brands strategically facilitate consumer loyalty amongst a sea of mega-competitors.Storified by Mashable· Wed, Jun 17 2015 20:22:25
It's a consumer's world, and we're just living in it. If you look at how tech, brands and the volume of choice that has evolved within the past decade, it's not hard to see how much more challenging it has become for brands to appeal to an audience. People want relatable and customized experience -- they want to feel like they matter. People also have more public mediums than ever before to express their discontent with brands as well as the ability screenshot and point out every little mistake brands make online. The tricky part is, how do brands specially in fashion rise to the occasion? It's no easy feat, but we found a few people who just so happen to be really good at their jobs that are excelling in just that.
@mashbusiness and several fashion experts participated a #BizChats Twitter chat to discuss how successful brands can leave their impact and influence in the digital world. Welcome to #BizChats! Today we're discussing how fashion brands can create consumer loyalty. Please introduce yourselves!Mashable BusinessA warm welcome to our fashion experts: @ayakanai, @bof, @ninagarcia, @PAdamsNY, and @Stacey_Social #BizChatsMashable Business#BizChats tip: Be sure to number your answers according to the question you're answering. (ie., Q1.-->A1., Q2. --> A2., Q3. --> A3.)Mashable BusinessQuestion 1:Q1. What makes the fashion industry different from any other type of business? #BizChatsMashable BusinessA1a. I don't think it really is. The fashion industry is driven by trends, self-expression, creativity, surprising & delighting ..#BizChatsPatrick Adams@mashbusiness A1b. ..consumers. That is exactly what drives many other consumer led businesses. #BizChatsPatrick Adams@mashbusiness A1. In this industry designers are integral, often giving their names to the business #BizChatsBusiness of Fashion@mashbusiness A1: The fashion industry has creativity at the core, it requires brands to balance creativity with business acumen. #BizChatsBusiness of FashionQ1 The fashion industry is different from any other type of business because its a true merger of creative and commerce. #BizChatsaya t. kanaiQ1: Most businesses are driven by consumers, pricing and selection. With fashion MANY consumers fall into trends and seasonal wear #BizChatsDylan Schouppe.@mashbusiness Q1: the extreme velocity. The mix of art and commerce. The rise of wearables #BizChatsNina Garcia@mashbusiness A1. Everyone wears clothes, IMO they have the opportunity to target a vast audience through the art of expression. #BizChatsTracey Edouard Q1 Designers want to challenge the customer, merchants want to sell. Somewhere in between is the secret sauce. #BizChatsaya t. kanai.@mashbusiness Q1: the extreme velocity. The mix of art and commerce. The rise of wearables #BizChatsNina Garcia@mashbusiness Q1 New technology, the drive to engage consumers & building brand loyalty ensures innovative ideas are shared daily #BizChatsStaceyQ1 The fashion industry is different from any other type of business because its a true merger of creative and commerce. #BizChatsaya t. kanaiQ1: Most businesses are driven by consumers, pricing and selection. With fashion MANY consumers fall into trends and seasonal wear #BizChatsDylan SchouppeA1 The fashion industry responds quickly to changes in technology. Brands now have apps to be easily accessible #bizchatsJade PhillipsQuestion 2:Q2. What are the qualities one needs to make it in the fashion industry? #BizChatsMashable Business.@mashbusiness Q2: persistence, passion, focus #BizChatsNina Garcia@mashbusiness A2. You need to successfully balance creativity and commerce, be resilient
& thrive in fast paced environments. #BizChatsBusiness of Fashion@mashbusiness A2. We talk about this creative/commercial talent tension as being the skill of using both left brain & right brain. #BizChatsBusiness of FashionA2: @mashbusiness Fave example is @BrooksBrothers sending bowties to their best users. Key is identifying those best users #BizChatsMatt Tesmond@mashbusiness A2a. In marketing? First – a great basic marketing skillset. Preferably direct to consumer. #BizChatsPatrick Adams@mashbusiness A2b. The overwhelmimg desire to delight consumers. Fierce curiosity around consumer needs, preferences. #BizChatsPatrick Adams@mashbusiness A2c. Great knowledge on how to deliver experiences in social, mobile, app, second screen. #BizChatsPatrick Adams@mashbusiness A2: A great marketing strategy! How do you WOW your customers and what's the voice of your brand? #BizChatsMatt LugoA2. Fashion retailers' inventory changes rapidly, relying heavily on seasonality. Shopping online requires trust. @mashbusiness #bizchatsEYEMAGINEA2. To make it in the fashion industry, fashion retailers need a high-performing, well-design ecommerce site. @mashbusiness #bizchatsEYEMAGINE@mashbusiness Q2 To be reactive, creative, forward-thinking. Stay one step ahead & identify new opportunities & how to seize them #BizChatsStaceyA2 Ability to adapt & evolve with the trends. It's an industry that moves at a high pace #bizchatsJade Phillips@mashbusiness Q2. Be disruptive, creative, and most importantly, not listening to anyone, be what it is and go. Let the mind wanderLautaro HoltzQuestion 3:Q3. What are the best resources for staying on top of business trends in the industry #BizChatsMashable BusinessQ3 As your typical millennial I’m a fan of bite size info for my daily commute! @L2_Digital & @here_forth are personal faves #BizChatsStaceyEndorsing change. The fashion world changes constantly. One must be prepared to let go and embrace uncertainty Q3 https://t.co/XZFjkmpSPHNina Garcia@mashbusiness Q3 Believe in your product. Live with passion. Niche market branding. Business sense and Intuition #BizChatsMaylissa Luby@mashbusiness We would suggest subscribing to the BoF Newsletter and waking up with our daily email! @BoF #BizChatsBusiness of Fashionbest resources for staying on top of business trends in the industry? I read @bof and @wwd EVERYDAY! it is essential #BizChatsaya t. kanai@mashbusiness A3a. Read everything. Attending the better conferences, training workshops, xfunctional work teams. #BizChatsPatrick Adams@mashbusiness A3b. Working with start-ups, VC's. Devoting time every day to curiosity, discovery and exploration. #BizChatsPatrick Adams@mashbusiness Networking, attending industry workshops/conferences, team collaboration & #BizChats! :)Matt LugoQ3a: workshops, fashion websites and blogs, and honestly PEOPLE-WATCHING. See what people are wearing, get inspired by what you #BizChatsDylan Schouppe@Q3b: see on the streets in everyday life! #BizChatsDylan Schouppe@mashbusiness A3 - being able to adapt & keeping curious/open minded #BizChatsTammiA3 Networking is key in all industries - trying to attended the conferences that can benefit your area of fashion #bizchatsJade PhillipsA3. The best resource to staying on top of industry trends: partnering with an agency that's a subject matter expert @mashbusiness #bizchatsEYEMAGINE@mashbusiness Q3.A single word, persevere in what you thought was the best, because only you know that, then transmit to your people.Lautaro HoltzQuestion 4:Q4. How do you create brand loyalty in a crowded fashion marketplace? #BizChatsMashable BusinessQ4: By understanding the costumer and by knowing what makes your brand unique / special #bizchats https://t.co/t6tMLr9GH3Nina GarciaA4. To get brand loyalty? High quality product and targeted marketing that identifies the customer clearly without alienating new ones ;)aya t. kanai@mashbusiness A4. Your brand’s DNA must be defined & genuine, know your audience & how to reach them & nurture your network. #BizChatsBusiness of Fashion@mashbusiness From retail clients we help with social: reward influencers and customers who are brand advocates! #freebies #bizchatsMatt Tesmond@mashbusiness A4a. Deliver on your brand promise consistently (product, pricing, omni-chanel, cs, interaction) #BizChatsPatrick Adams@mashbusiness A4b. ..and flawlessly - every time. #BizChatsPatrick AdamsQ4 Customer service, rewards & being tech-savvy. Mobile optimisation, loyalty programs & a strong social presence is vital to me #BizChatsStacey@mashbusiness Q4►A4 Loyalty is a quality product, that's what people should receive. The designs must be attractive and original. #BizChatsLautaro Holtz@mashbusiness A4. Create a delightful user experience. Educate and entertain your buyer personas. #BizChatsEvelyn TapiaA4 Matching the instore & online experience so that you're CX is consistent & above expectations #bizchatsJade PhillipsA4 Provide value. Be authentic. Brands that connect are brands that understand the power of emotions. #BizChatsWhite ElephantQuestion 5:Q5. How do brands succeed on unique platforms like Snapchat, Periscope, Pinterest and others? #BizChatsMashable Business@mashbusiness A5a. It's first about being authentic and interacting via the appropriate channel. #BizChatsPatrick Adams@mashbusiness A5b. Most channels require nuance - but it's essentially delivering a relevant, meaningful experience #BizChatsPatrick Adams@mashbusiness A5c. .. unique to your brand and appropriate for the channel. #BizChatsPatrick AdamsCONTENT is the key. Every platform is different and demands a certain type of content #bizchats https://t.co/BiUNtURmdgNina GarciaQ5. Identify what your most engaged customers want via each channel. Set key objectives & always share tailored and unique content #BizChatsStaceyA5 Allowing staff to be the face of the company & connecting with people in a fun/personal way. Shows personality #bizchatsJade Phillips@mashbusiness Q5. Developing voice & a visual style. A pic is worth a 1,000 words but even more so when your product NEEDS visual. #BizChatsTracey Edouard A5: Understand and leverage the unique audiences and opportunities of each social platform #BizChats @mashbusinessPaysavvy@mashbusiness Q5►A5 Brands must capture the emotions of potential customers, it is hard work, but it pays off #BizChatsLautaro HoltzA5 Be original! Have an opinion/stance! Don't show users the same thing they're already seeing on 900x. #BizChatsWhite ElephantQ5: FREQUENT and joyful posting! Authentic interaction, passionate approach, and at least one post per day to keep ideas flowing #BizChatsDylan Schouppe@mashbusiness A5, by using experiential and Immersive #ContentAnalytics experiences. 100% measurable and generating valuable ROI. #BizChatsBeto CruzQuestion 6:Q6. How can brick-and-mortar stores make an impact in the digital world? #BizChatsMashable BusinessBy having a well planned out digital strategy. The differentiation between offline and online no longer exists https://t.co/nLAboubR1vNina Garcia@mashbusiness A6a. They can breakaway from identikit stores, create novel retail concepts & experiences like retail entertainment. #BizChatsBusiness of Fashion@mashbusiness A6b. @Burberry broke the mold back in 2012 when they launched their flagship store in London http://t.co/dZhmClBLK8Business of FashionA6 brick-and-mortar stores must consider themselves the literal AND figurative gateway to the brand. #BizChatsaya t. kanaiQ6: Social media, gaining a following through original content, keeping updated and unique accounts/blogs, influencing trends #BizChatsDylan SchouppeA6: Incorporate digital strategies into the retail experience -- a great example is Canadian company @FrankandOak #BizChats @mashbusinessPaysavvy@mashbusiness A6a. Making sure the store experience design incorporates the digital environment. #BizChatsPatrick Adams@mashbusiness A6b. Enabling experiences such as Virtual Fitting Rooms, Return Anywhere Services, #BizChatsPatrick Adams@mashbusiness A6c. ..Mobile Scanning for content, Interactive Apps #BizChatsPatrick Adams@mashbusiness Brick-and-mortar stores MUST exist online. It's all about OMNI-CHANNEL. #BizChatsEvelyn Tapia@mashbusiness Awesome example = @Nordstrom! Team places pinterest signs or insta signs over above items popular on those channels #bizchatsMatt TesmondA6 The big question The Gap is asking right about now... Oops. Too soon? #BizChatsWhite ElephantQ6 Embrace the multi-channel world! Ensure sale advisors are knowledgeable, online-aware & ready to provide a personal service #BizChatsStaceyA6. Reward customers for participating in both the online and offline experience of your business @mashbusiness #BizChatsEntrepreneur StoreQuestion 7:Q7. What are some bold predictions for the future of fashion and technology? #BizChatsMashable Business@mashbusiness A7. Textiles and materials innovation is the real wearables revolution, smart garments will lead. #BizChatsBusiness of Fashion@mashbusiness A7a. Customized garments will become more common not just from a size/fit/cut perspective but design as well. #BizChatsPatrick Adams@mashbusiness In the future will be mixed so that will be one thing, but in turn, you can see the difference, fashion is fashion #BizChatsLautaro Holtz@mashbusiness A7b. Fashion will continue to evolve around the Millennial market whereby fast, cheap, eco friendly, #BizChatsPatrick AdamsQ7a: (more effective) virtual fitting rooms, continued use of online mediums such as Pinterest, an increase is traffic to Etsy #BizChatsDylan SchouppeQ7b: and other similar mediums. Millennials want quality AND conscious manufacturing. #BizChatsDylan Schouppe@mashbusiness A7c. .. & fair labor practices are widely appreciated. #BizChatsPatrick AdamsQ7 Wearable tech will advance & become the norm, social platforms will integrate with shopping networks to form global communities #BizChatsStacey@mashbusiness @mashbusiness A7 Custom designs at your fingertips. Virtual personal shoppers. #BizChatsMaylissa LubyA7. An end-to-end omnichannel approach. Expect in-store returns, social commerce, augmented reality & 3-D printing. @mashbusiness #bizchatsEYEMAGINEQ7 …& consumers will expect personalisation throughout their shopping experience #BizChatsStaceyA7 With the rise of 3D printers and advanced manufacturing techniques, you'll see more people making their own clothes! #BizChatsWhite ElephantInstant fashion, 3d printing, new fabrics that send data to your smart watch or digital device #bizchats https://t.co/vIeE5w2EydNina GarciaQuestion 8:Q8. What are some final tips for storytelling as a fashion brand? #BizChatsMashable BusinessHave a story! We need good storytellers in the digital world! #BizChats https://t.co/PHKAwzbzKLNina Garcia@mashbusiness microblogging, ephemeral marketing messaging & brands using social media to give a behind the scenes access! #BizChatsLaPetiteFashionista@mashbusiness #BizChat Always be sure whatever growth you attain, that doesn't lasts long, so be prepared to innovate all-timeSathyanthan EzhilA8. Make sure to be consistent with your brand on all platforms. #BizChats7th & Wit@mashbusiness Learn each platform & adapt accordingly, ensuring content aligns with your goals & attracts your audience. #BizChatsMelis+Dainon@mashbusiness A8a. A Great Brand is a story well told. #BizChatsPatrick Adams@mashbusiness A8b. So when you can weave the essence of the brand, it's promise into every touch point #BizChatsPatrick Adams@mashbusiness A8c. ..you are ultimately telling a great brand story. Lead with brand essence, then product - never price. #BizChatsPatrick AdamsA8: People love the story behind the product, showcase your brand story and the behind the scenes @mashbusiness #bizchatsIdeon@mashbusiness By opting in Mobile First , brick-and-mortar stores can make bigger impact in the digital world #mobilefirstPragya SharmaA8 tips for storytelling as a fashion brand? the narrative MUST be authentic & clear. Creators have to tell the REAL story. #BizChatsaya t. kanaiQ8a: Start in conception, relay a connection to the consumer that creates a nostalgic bond. Separate yourself from competition by #BizChatsDylan Schouppe@mashbusiness A8d. Uniqueness can never solely be price. There will always be someone cheaper. #BizChatsPatrick Adams@mashbusiness A8e. But if you build your story and brand correctly – you will be the only one who can tell it. #BizChatsPatrick AdamsQ8 Always be honest, create a brand personality which consumers can relate and engage with and set a consistent tone of voice #BizChatStaceyA8: Work with different artists to show your product into a whole new light @Converse did a great job with #madebyou #bizchats @mashbusinessIdeonClosing Comments:@mashbusiness Thanks! Fun to be on #bizchatsMatt TesmondThat was fun! Thank you @mashable + @mashbusiness #BizChats Can't wait to read the recap tomorrow!Nina Garcia@Stacey_Social @PAdamsNY @mashbusiness @ayakanai @BoF ❤️❤️❤️❤️❤️Nina Garcia@mashbusiness @ayakanai @BoF @ninagarcia @Stacey_Social Thank You All!Patrick Adams@mashbusiness Thank you, it was really a great fun. #BizChatsPragya Sharma@mashbusiness It was fun! Thanks for insight. Until next time. #BizChatsDylan SchouppeCheck out #BizChats with @mashbusiness! They're really fun and super informative!Adam Viet