For the past two weeks on Fashion’s Collective, we have been attempting to capture the insights and inspirations that transpired at the FashionForward event through articles recapping each individual presentation. What many of the speakers discussed was powerful enough to change the perspective of the audience on a grander level. But the ability of the industry to truly move forward online relies on each person or brand’s ability to understand and master the best practice tactics that will ultimately lead to success and innovation.
This was the impetus behind creating FC Labs, a hands-on workshop environment designed to build practical digital and social media skills.
The main purpose of our online presence is to bring a unique and unforgettable experience to the affluent luxury fashion customer.
The possibilities for creating a unique brand experience in our digital flagship are endless, and while we collaboratively evolve the industry’s digital space, we are still trying to figure out what works for our particular brand, and what does not.
Social Media as a global platform has entered the game and vastly developed in recent years. People are social creatures and intrinsically seek to connect, whether with like-minded people or brands that fulfill the fantasy of the person that they desire to become.
In the last decade, brands jumped on the bandwagon one after another, trying to curate their presence on a variety of Social Media platforms. But has there ever been a global strategy behind this impulsive move?
Contrary to the past, when luxury consumers primarily sought high quality goods, they now seek interaction. Luxury consumers seek a total experience a brand can offer them that fulfills the fantasy of an improved self.
“Self-Actualization is the ultimate goal for luxury consumers.” – Pamela Danziger, Let Them Eat Cake
Luxury consumers move from offline flagship stores to a brand’s digital flagship, their Tumblr, Twitter, Instagram and Facebook, and might even encounter the brand at an online multi-brand retailer.
If we meet our luxury fashion consumer across all of these channels, shouldn’t there then be a strategy in place to create a cohesive, synchronized ‘total’ brand experience across platforms? And furthermore, that inspires our customer to eventually purchase and remain loyal to the brand?
With an intensifying use of social media, as the late majority slowly adapts to evolution, we know that cohesiveness in the total online brand experience on social media platforms should be a priority in order to optimize synergy and sky-rocket ROI.
But do we even know how our target demographic is using digital to research, find, share, and shop our brand?
How does it impact sales or loyalty?
And what exact platforms can we nowadays combine to reach a fully integrated, 360-degree approach to digital marketing that can serve a global audience?
FCLabs delivers on the 8th of December a full-day workshop in New York on maximizing your brand’s social media positions. The workshop provides tangible take-aways and thought-provoking insights that can be applied immediately.
We recognize that online success doesn’t come from understanding best practices. Rather, the power and success of our digital marketing comes from having the ability to ascertain which opportunities are the right ones for our brand and how to combine them in order to maximize ROI, whatever your goals for digital marketing may be.
Join us the 8th of December and power-up your digital skills.