Topshop in social media

Facebook and Twitter have a big influence in the social media campaigns for fashion brands. In 2012, Topshop collaborate with Facebook to gain the largest online customers of a live London fashion show. Over 200 million audiences watched the content and images from Topshop runway show. Therefore, the influence was clear, as the consumers were able to know immediately what garments they could buy and see directly on the runway show. It was an efficient and time-saving way to promote and sale the new products for Topshop. For example, the first dress on the runway show had already sold out before the end of their show. From this case, the big influence and power of social media could be study and use in the fashion industry. (BANSAL, 2015, p.3924)

Instagram is an efficient tool to connect with customers for a fashion brand. Nowadays 5 million images are posted on Instagram in one-day basis. It is easy to have minimal conversation. Moreover, pictures on Instagram have a longer time than other social media network. YouTube has a better benefit than Instagram in visuals. There are 52% people prefer to watch a video about a product and decide to buy. A 74% increase of buying garments when consumers see the video on YouTube. (WALLY, 2014, p.5)

Therefore, there are more various ways like video not only just images appeared in social media network. Customers could share words, pictures, and video on Facebook and Instagram.  

Reference:

BANSAL, E. (2015) A Literature Review: Impact of Social Media on Customer Behaviour in Apparel Industry, International Journal of Scientific Research and Education, vol. 3, issue 7, July.

WALLY, E. and KOSHY, S. (2014) The use of Instagram as a marketing tool by Emirati female entrepreneurs: an exploratory study, 29^th International Business Research Conference, Australia: World Business Institute Australia.

Posted by Ziyan Zhao

# Topshopstyle

# Topshopstyle

Image 1. # Topshopstyle

The image 1 is from Topshop official website which accessed on 6^th, March. Customer can type “#Topshopstyle” in Twitter and Instagram, then the communication between different users can be updated about this topic. “#” like a square in digital social network, which provide a public space to talk in one topic.

Image 2. Difference Between Social Networks (Social Media Marketing, 2016)

There are many different platforms to contribute person’s digital identity. For example, Facebook, Twitter and Instagram. They have different mission and shape for digital activities (Baym, 2015). People’s activities in Twitter mostly are joining the public social network. So “#” used is popular in Twitter. If Twitter users update the information with “#”, it means they have joined one public topic. The news and update information will be showed on the users drivers. And the users’ fans also will see these information. So “#” in Twitter not just attract people to talk hot topic, users also is an important comportment to inspire these information.

“#Topshopstyle” is a new interaction between Topshop company and customers. Customers who brought Topshop products and want to share on the social media and appear on the Topshop website can upload one picture wore Topshop product, the information will automatic add “#Topshopstyle”. It is efficient for fashion brand to promote new products as the fashion item awareness is the most important buying motivation in the fashion industry. The Topshop promotion content both include the brand name and fashion products.

Reference:

Topshop (2016) Topshop. Available at: http://www.topshop.com/ [ accessed 7^th March 2016]

Baym, N. (2015) ‘New relationships, new selves?’ from Personal Connections in a Digital Age. Cambridge, Polity, pp. 112-141.

Social Media Marketing. (2016) “ Social Media Humor- The difference between the various social networks” Available at: http://dzeyznfiverr.blogspot.co.uk/2013/12/social-media-humor-difference-between.html [ accessed 7^th March 2016]

Posted by Yucui Zhang

H&M's specific online strategies

There has been a growing interest in the use of social media marketing among fashion brands. As a fast-fashion brand, H&M has a big number of consumers to follow. Similar to other brands, H&M has its own online store providing a convenient access to their products and service. There are three sections in its online store : H&M BEAUTY, H&M SPORT and H&M LIFE.

                                                        https://twitter.com/hm

The link address could be found in different social media platforms for consumers to enter. Additionally, the products are priced with discounts and there are some gifts for customers. During the recent years, H&M has cooperated with many luxury brands, like Alexander Wang(2014), MAISON MARTIN MARGIELA(2012), Versace(2011) and David Beckham(2015).

                                https://twitter.com/hashtag/SelectedByBeckham?src=hash

This method of Cross

brand cooperation has created a beneficial effect, which attracts a huge number of fans.（Wigmo,2010)H&M is very active on Facebook and has over 1,350,000 fans. The pages of H&M has 1534 photos, which consists of its own products ads, fashion trends and, special events and activities. The photos are uploaded by H&M's staffs and fans wearing H&M clothes. H&M has used the social media to improve the quality of brand by creating more opportunities to communicate with its customers and fans, aggregating feedback and suggestions and taking advantage of them. 

Reference：

Alexa. (2009). Top Sites in Sweden. Fetched 2009-11-20, from

http://www.alexa.com/topsites/countries/SE

Brown, C. (2009). How to use Facebook for Marketing Your Business: Fetched 2009-11-24

from http://brandandmarket.com/how-to-use-facebook-for-marketing-yourbusiness

Mcivor, C. (2009). Guidelines For Turning Twitter Into An Online Marketing Tool. Fetched

2009-11-22, from: http://christinemcivor.com/guidelines-for-turning-twitterinto-an-online-marketing-tool

Wigmo J, Wikström E. Social media marketing: What role can social media play as a marketing tool?[J]. 2010.

Posted by MINGXIN ZHANG

Feedback organisation in H&M

Not only brand identity, but also communication could be explored through social media. Google+, Facebook and Twitter, which helps H&M follow their target consumers’ ideas and feedback about the brand, and consumers give their ideas and information on these pages as well. For example, Google+ could make a circle for target consumers who want to share a special topic and invite their friends in this circle to enjoy in. It’s a great way for H&M to build their own circle for their fans or who want to know the brand. Google+ helps H&M talk to consumers deeply and exchange ideas about the brand. Each idea and comment on internet push H&M to develop and promote their products. 

Aiming at target youth consumer between 16-30 years old, in May 2014 in Poland, H&M cooperative with exclusive party to invite people engaged in by hiding few tickets in their stores. People could follow Snapchat account to get information pictures to find these tickets. In the campaign, H&M owned more than 3.8 million Polish users and get positive impacts on brand communication. 

(https://www.youtube.com/watch?v=TJ3LVPxH6js) Accessed 04 March 2016

H&M gets variety of information from these social media, by solve consumers’ problems, answer their questions, and help out when their fans needed. Social Media for H&M is like a kind of tools for consumer service and make it easier for consumers to figure out their problem and talk with the brand no matter where you are.

Posted by Danyu Zhu

H&M brand identity is built by Social Media

H&M is a old fashion brand which is founded in 1947 (History, 2016), and becoming a pioneer of design in fast fashion area. Following the fast development of digital technology, H&M focus its business strategy on internet and social medias such as online store, official website and other official accounts in Facebook, Twitter, Google+, Instagram, Youtube, especially for Chinese consumer, H&M open official accounts in Weibo and Youku. The brand uploads their advertisements, promotions, and information about their products and brand activities. Internet helps H&M communicates with consumers deeply and get their feedback quickly and widely.

Digital media provides a space for people to share their ideas, characters, and to be anyone they want to be, which called digital identity. It is same for fashion companies, for example, H&M build its brand identity through social medias by posts its products, ideas of design, and activities. On H&M Facebook page (Figure 1), it posted new advertising and posts of new products, collocations with its items, and some videos from fashion shows to fully introduce the brand and brand ideas of fashion and design. According to these official media pages, followers involve in brand development and have clearly ideas about H&M. Social media plays a significant role in H&M business and H&M brand identity. 

Figure 1: H&M Facebook https://www.facebook.com/hmunitedkingdom/photos_stream?tab=photos_albums [Accessed 04 March 2016]

Referecnces list:

History. (2016). [online] About.hm.com. Available at: http://about.hm.com/en/About/facts-about-hm/people-and-history/history.html#cm-menu [Accessed 3 Mar. 2016].

Posted by Danyu Zhu