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HELLO!

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1. Get the fundamentals right • 3 principles to remember

2. Then think of digital content as part of your business, not an add-on

• How technology can transform the way you sell your collection

HOW DIGITAL TECHNOLOGY CAN HELP TO GROW YOUR BUSINESS

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…BUT BEFORE YOU JUMP IN

Consider:

1. What is your brand essence – how would you describe your brand in one sentence or three words?

2. What is your tone of voice? 3. Who is your brand representative? – which person/group of people will

represent your brand online?

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Brand essence:

Everyone’s an athlete

Organise the world’s information

Designed with Japanese principles

Made for all

Who said this? (TOV):

“If someone gives me a to-do list, I say ‘Thank you, this is nice.’ One needs things to throw in the wastebasket.”

GUESS WHO?

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IT’S ABOUT BEING EFFECTIVE RATHER THAN EXHAUSTIVE

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Be authentic and true to your brand essence. Whatever channel you choose to use, be committed and feed your fans.

1. DON’T BE A FLAKE OR A FAKE

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‘The Tautz man has a classic English sensibility mixed with a kind of schoolboy humour; he likes to dress elegantly, but enjoys clothes with wit.’

E.TAUTZ: CONSISTENT VOICE, SELECTIVE CHANNELS

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KATE SPADE: EXPERIMENTAL YET COMMITTED

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@OSCARPRGIRL :REAL, OPEN, PROLIFIC

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STELLA: LACKING PERSONALITY

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“A lifestyle channel dedicated to offering a gentleman'stake on world culture”

DUNHILL :SLICK BUT SHALLOW

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Choose your channels based on a core consumer need, not because it’s the latest trend.

2. BE CUSTOMER-LED, NOT TECHNOLOGY-LED

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NET-A-PORTER KARL CAMPAIGN

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TIFFANY’S ENGAGEMENT RING FINDER

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STYLE ROOKIE: KNOWS HER AUDIENCE

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ZEGNA: HIGH TECH BUT UNUSABLE

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Fashion can be funny too.

3. HAVE A SENSE OF HUMOUR

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LANVIN A/W CAMPAIGN

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WHICH LED TO A SPIN OFF

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A SHOPPABLE EXPERIENCE

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SHOP VIA A CHARACTER

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SHOPPABLE WALLS

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POWER OF THE CROWD

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SHOP WITH FRIENDS, VIRTUALLY

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STREET STYLE SHOPPING

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CLOTHES TAGGING

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Digital contentAccessoriesSkirtsCoats

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lauratan25@gmail.com

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APPENDIX

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A (FAIRLY) SIMPLE BRAND MODEL

Brand TOV/personality - how the brand behaves & speaks

to others

Brand values –the brand’s guiding principles & culture

Brand proof/promise – why the brand is able to deliver

it’s essence

Brand belief - what makes the brand

different in its market place & why it exists

Brand essence – the brand promise expressed in the simplest terms.

The ‘heart & soul’ of the brand.