You are on page 1of 69

Pieter s

Jongeriu
@pieterj
- Pieter Jongerius-

FASHION TOUCHPOINT STRATEGY


Fashion Cycle meets Customer Journey

The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
EMERCE
EFASHION
2
physical
nature of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that
only few may access. Not the best starting point for involving your customers, it seems

Fashion has to open up.


It has to show what its doing.
It has to interact with fashionistos and fashionistas from around the world.

On or Off?

EMERCE
EFASHION
In other
words: does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience? 4

KARL VS KARL BY NET-A-PORTER

On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative
mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY

EMERCE EFASHION

LOCATION IS EVERYTHING

One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.

EMERCE EFASHION

STRATEGY
Part 2 of 4

TOUCHPOINT STRATEGY

Brand

Touchpoints

Target group

What can we do to maximize


the exchange of value?

EMERCE CONVERSION

TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent

EMERCE CONVERSION

ONLINE TOUCHPOINTS
owned media
b2c website
b2b website
webshop (w, m, f)
mobile web
mobile app
tablet app
e-mail

p.o.s. interactive
narrowcasting
desktop widgets
embedded software

bought media
banners
Search Engine Advertising
advertorials
interactive television
earned media
social media
viral campaigns
blogs, news & more

etcetera!

campaign site
affiliates
sales, content,
social media

EMERCE CONVERSION

11

OFFLINE TOUCHPOINTS
channels
brand stores
multibrand retail
popup store
shop-in-shop
owned: print
folders
DM
brochure
flyer
magazine
owned: business to business
yearly report
own publications

bought: mass media en spatial


RTV spot/nonspot/
print ads
advertorials
inserts
public space (mupi, billboard)
sponsoring
fairs
owned media overig
customer card
own events
packaging
fleet signing
call center
SMS
employees
etcetera!

EMERCE CONVERSION

12

CONNECTING TOUCHPOINTS
QR Codes
Image recognition
Web-address
Social handles
Winning-codes

OFFLINE

ONLINE
Hyperlinks
Social posts (Fb, Tw, ...)
Likes, Mentions, Pins, ...
Promotion codes
Mail-a-friend
SMS / messaging

Coupons
Addres / maps
Mouth to mouth

OFFLINE

ONLINE

Coupons
Address/map
Geolocation / nearby
Augmented reality

EMERCE CONVERSION

13

APPROACH
Corporate strategy

Touchpoint strategy

Design & implementation

Operation
EMERCE EFASHION

15

Corporate strategy

Touchpoint strategy

Design & implementation


Operation

Corporate strategy

Touchpoint strategy
CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Design & implementation


Operation

AIDA IS DEAD

EMERCE CONVERSION

18

CUSTOMER JOURNEY 2.0


transaction
main initiative with brand

relation
main initiative with customer

acquisition persuasion conversion


interaction participation promotion

EMERCE CONVERSION

19

Lets start!
Defining a specific customer journey
in five easy steps.

20

1: DEFINE THE GENERIC CUSTOMER JOURNEY


Case: fashion retailer

2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP

Surprise
Greed

Curious
Enthousiastic
Disappointed

Insecurity
Optimism

Curious
Disappointed

Insecurity
Practicalities

Impatient
Enthousiastic
Disappointed

Doubt
Greed

3: DEFINE THE EXPERIENCE


Surprising
Affordable
Easy

BFF
Accessible
Open

Fun
Plenty of choice
Realistic

Taking care
Thourough

Overview
In control

Confirmation
Quality

Care free
Security

4: IDENTIFY CURRENT TOUCHPOINTS

5: DEFINE NEW & FUTURE TOUCHPOINTS

<>
But which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
However, I can point out a number of fashion media trends, later on in the presentation.

Corporate strategy

Touchpoint strategy
CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Design & implementation

Corporate strategy

Touchpoint strategy
CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Design & implementation

NEW CUSTOMER JOURNEY

KLANT

Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial
route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.

FAN JOURNEY

KLANT

Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return
to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)

TRENDS IN THE FASHION CYCLE


Part 3 of 4

THE FASHION CYCLE


design, productie

EMERCE EFASHION

shows

32

EMERCE EFASHION

33

For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being
watched by more and more consumers, thanks to platforms like http://style.com.

SHOWS

EMERCE EFASHION

So when the show is over, how can you keep your fans involved?

34

EMERCE EFASHION

One way is to invite bloggers, and give them front row :)

35

THE FASHION CYCLE


design, productie

shows
bloggers

EMERCE EFASHION

36

BLOGGERS TAKE FRONT ROW

Fashion was built upon aspirational images. Controlled communication. This is whats changing right now: the
audience is contributing to the total image. The benefit of this to us: reach and authenticity.
EMERCE EFASHION

37

IMPACT VAN BLOGS

So while some are still stubbornly trying to control what you see, for instance based on where you live, the
blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.
EMERCE EFASHION

38

More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with
sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.

THE FASHION CYCLE


design, productie

shows
bloggers
print media

pre-ordering

EMERCE EFASHION

40

EMERCE EFASHION

Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.

41

Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to
pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
They go further however, and inform the brands on their most frequently pre-ordered styles.

THE FASHION CYCLE


design, productie

shows
bloggers
print media

pre-ordering
advertising

EMERCE EFASHION

43

There is another form of democratization going on in fashion. Although in my eFashion11 Branding vs Conversion talk I
complained that all fashion adds look the same

LANVIN PARIS

there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based
45
on the game Just Dance. A very special way to take yourself seriously!
http://www.youtube.com/watch?v=cwwcnUBY9Zg

EMERCE EFASHION

TED BAKER: RUTTING SEASON

Another example: Ted Bakerss Rutting Season campaign for AW11. People were drawn to the stores to have their
picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook.
The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
campaign and tens of thousands of likes and followers.
EMERCE EFASHION

46

THE FASHION CYCLE


design, productie

shows
bloggers
print media

social media

pre-ordering
shopping

EMERCE EFASHION

advertising

47

SOCIAL MEDIA ON THE MOVE

Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again
after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest
EMERCE EFASHION

48

PINTEREST
* = Marketingfacts.nl

unique
200kM
ay in
visitors in
Netherlands.

200% grows*th
in 5 month

We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from
Facebook, for instance. And theres a very good reason for that:

EMERCE EFASHION

49

SOCIAL SHOPPING

Sharing

n
o
i
s
r
e
v
n
Co
Shopping

The established networks (like Facebook, Youtube, Twitter and Instagram) are in the sharing range of social media.
The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
newcomer
networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing 50
EMERCE
EFASHION
products, not moments. No wonder that the conversion from these platforms is so much higher.

SOCIAL SHOPPING

Sharing

Shopping

Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
not Pinterests serendipity, but real searching, browsing and finding,
helped by a personal profile and those of your friends.

EMERCE EFASHION

51

On Lyst, youll follow brands, magazines, designers and friends. This results in a personal stream.
And whats so special: it looks like a shop and it works like a shop!

Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012
deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.

THE FASHION CYCLE

TNBT
The Next Big Thing

EMERCE EFASHION

54

customer profiling

PROFILING

We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what
you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
and behavior to offer ads. But most of this profiling happens within those platforms.
EMERCE EFASHION

56

...connecting every person on the web with their


affinity for anything, from books to gadgets to
music, restaurants, fashion, or vacation spots.

The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak
vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
Een goudmijn voor adverteerders en retailers.

CROSS PLATFORM PROFILING

EMERCE EFASHION

58

however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very
unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.

READY FOR EXTENSION

But Hunch isnt the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which
trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
followers also, obviously). Their masterplan: extension to all relevant taste verticals.
EMERCE EFASHION

60s

SCIENCE ROCKSTARS: PERSUASION API


gi f tin g

price
cuts

scarcity
autho rity
Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on
61
different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
as clothes, electronics, et cetera. If you capture someones persuasion profile, thats worth something!

EMERCE EFASHION

TAILORING OUR PROPOSITION

So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will
include style of communication that will be based on the profile of our customers, thats being recorded by third
parties that will market this information with everyone who is willing to pay. Dark side material? Maybe
EMERCE EFASHION

62

SO...
Part 4 of 4

63

How do you connect these developments to the


surfing and shopping behavior of your customers?

CUSTOMER JOURNEY
shows
bloggers

print media
social

social

pre-shopping
By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers.
Also you can see where they would fit your cross-touchpoint story telling.

Very few brands


are on top of this
game.
Seize the opportunity!

EMERCE CONVERSION

66

EFFECT

So we are talking about democratization of the fashion market. More and more people create content, and the flow of
content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
most outspoken of designers will survive. Love them or hate them!
EMERCE EFASHION

67

Glasses: on.
68

EMERCE EFASHION

So: youre allowed a pedestal. And Karl? He may keep is sunglasses on for another while.

Pieter
Jongerius
@pieterj

69

EMERCE EFASHION

All images copyright of their respective owners