In our post-Zoella times, it’s a fact commonly understood that brand strategy ought to incorporate social media across all possible channels: whether that’s Twitter, Facebook, Pinterest or even newer platforms like live streaming services Periscope and Meerkat. But how can fashion retailers go about their social media strategy in the right way to achieve omni-channel success? And how can engaging content still provide the call to action to get consumers beyond imaginary browsing and past the checkout stage?
Hoping to offer a dual perspective on the issue, our dedicated discussion on Activating Brand Strategy on Social will take place on the 20 May at the Decoded Fashion London Summit. Taking to the stage to thrash out their strategies will be two speakers from the macro and micro levels of the industry. In the red corner, a heavyweight for engaging vlogging content and more: YouTube, and its Industry Manager for Fashion, Luxury & Beauty, Katie Jenkins. In the blue corner will be Neil Waller, co-founder of Shore Projects: standing up for smaller up-and-comers who have social media prowess at their fingertips.
2014 was undoubtedly the year of the beauty vlogger, and their popularity isn’t looking to end any time soon. YouTube Vloggers such as Zoella and Tanya Burr can fetch up millions of pounds a year, but how can brands create or incorporate their own content that engages viewers just as much? Startups like Wirewax and Cinematique have created shoppable video platforms that have seen remarkable click-through rates, but whether this is the future of branded YouTube strategy is yet to be seen. Shore Projects, meanwhile, who make stylish water resistant watches inspired by the British seaside, have channelled their strong identity into a huge social media following. It’s a tactic that seems to have worked – as of this month, ASOS and Topshop have backed Shore Projects and will be stocking their designs.
For more insight into how to turn those followers into sales, check out YouTube and Shore Projects in London on 20 May.
Book your ticket for the London Summit here.
Reported by Claire Healy