Social media for fashion marketing

Part 1. The digital landscape transforms the fashion industry : The fashion landscape before social media ; Evolution of the fashion system ; Democratization of the fashion industry: information age ; Case study: Street photography Zeitgeist ; The fashion landscape altered: four disruptions that changed the fashion industry ; Blogosphere takes on the fashion industry ; Style sharing communities: user-generated content (UGC) ; Interview: Rachel Arthur, founder and editor, Fashion and mash ; The future of Runway ; Confirmation of a trend through online engagement Introduction to the digital landscape : The environment in digital space ; Social exploration ; Case study: Social engagement disruption ; The social structure ; Case study: Leveraging social currency ; Case study: Beyoncé breaking the rules and harnessing social currency ; Case study: Retailers utilizing crowd social proof ; Case study: Urban chase turns to gamification ; Case study: Jimmy Choo, launching trainers with a scavenger hunt ; Social media networks ; Interview: Aliza Licht, founder and president of Leave Your Mark, LLC ; Case study: expiring digital content: Snapchat ; Case study: Snapchat takes on the luxury market ; Legally speaking in a social media space ; Case study: The applicability of US Federal Trade commission law to online advertising ; Uniting the world ; Interview: Leila Samii, global research on connecting through social media ; Interview: Misha Janette, Tokyo fashion diaries: Impact of fashion blogging and social media in Japan-- The rise of the hyper-connected consumer : Hyper-connected consumers ; Interview: Dr. Larry Rosen, professor of psychology of technology ; Case study: Selfies create sale conversions by EDITED ; Evolution of social behavior on social media ; Generation gab through the digital landscape ; Generation Z: 1995-2012 ; Case study: Tavi Gevinson, Rookie magazine ; Millennials / Gen Y: 1986-1994 ; Generation X: 1965-1985 ; Baby Boomers: 1946-1965.-- Contents:-- Part 2. The business of marketing fashion : Digital storytelling : Storytelling in marketing ; Case study: Storytelling marketing funnel: CHANEL ; Interview: Raman Kia, founder/CEO RJK Project ; Interview: Bumpy Pitch brand story ; Case study: Brand voice: Barbie takes on social media ; Case study: Brand voice through a social story: #LikeAGirl campaign ; Intervew: Cindy Whitehead ; Visual consumption of content ; Case study: The Burberry dream team: digital storytelling ; Trending social stories of the #Hashtag ; Case study: #Lovewins: the rainbow movement goes viral ; Case study: #TheDress: is it white and gold or blue and black? ; The science of stories: neurological response to stories ; Storytelling becomes storygiving ; Interview: Marketing storyteller, Mike Monello of Campfire Marketing Agency ; Case study: Tiffany & Co.: incentive through love: 'What makes love true?' ; Interview: Braden Harvey in his own words ; Social good marketing: purposeful stories in the digital age ; Case study: Social good from Ford Motor Co. ; Case study: The Giving Keys ; Interview: Stewart Ramsey of Krochet Kids ; Case study: Fashion revolution day: the power of a hashtag telling a story of human interest -- Strategic marketing in the digital age : Social media marketing strategy ; Real-time marketing strategies by Teri Thompson ; Interview: Trina Albus, founder of Magenta Agency ; The social media team ; Influencer marketing / marketing agencies ; Case story: Kate Spade Camp ; Interview: Zoe Waldron, social media strategist at HelloSociety ; Interview: Chelsea Matthews, founder and CEO of MATTE BLACK ; Interview: Kyle Hjelmeseth, affiliate and blogger Marketing Tactics ; Interview: Christopher Griffin, president of WWDMAGIC Fashion Industry Trade Show ; The art of the pitch ; Hidden influencers ; Case study: Pretty Little Liars (PLL) ; Case study: Costume-to-e-commerce, Arianne Phillips, costume designer ; Case sudy: Authenticity of modeling consumers as brand influencers ; Digital curation ; Fashion on-demand world ; Interview Damian F. Scoglio, founder and CEO of Gandr ; Interview: Cuit Gonzalez, brand engagement + social media manager at BCBGMAXAZRIA & Herve Leger ; Case study: Comics-to-commerce: Philip Lim ; Mobile interactive shoppable storefronts ; Case study: Kate Spade Saturday shoppable window ; Case study: Jeremy Berstein, president of The Science Project -- The evolving measurable impact of social media : The power of data ; Evolution of fashion data + analysis ; The future of fashion forecasting ; Interview: EDITED, Katie Smith, marketing & communications director ; Case study: Think with Google: shopping insight ; Data-driven briefs and personas ; Case study: Affinio, India White, chief marketing officer ; The power of search ; Journey mapping ; Case study: Simplified example of the buyer journey -- Glossary.--

This text enables students to explore how social network platforms continue to alter digital communication and have an impact on the marketing strategies employed by the fashion industry. It also crucially equips readers with the know-how to examine current industry trends in social media marketing, such as the impact of new technologies, digital influencers, analytics and SEO on the fashion cycle and on consumer behaviour.