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FASHION AND THE NEW TASTE GRAPH

Cannon Hodge :: @bergdorfs

Dave Surgan :: @morpheusmedia :: @hamsandwich

Elizabeth Canon :: @fashcollective

Hilary Peterson :: @lyst :: @hillyjane

Rachel Tipograph :: @gap :: @racheltipograph

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ELIZABETH CANONFASHION’S COLLECTIVE

@FASHCOLLECTIVE

AN INSIGHTS COMPANY FOCUSED ON NEW-AGE MARKETING FOR FASHION & LUXURY BRANDS.

A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

Independent, online publication focused on intersection of fashion & technology.

A RESOURCE IN DIGITAL AND SOCIAL MEDIA MARKETING FOR FASHION AND LUXURY BRANDS.

FASHION’S COLLECTIVE, A BRIEF INTRODUCTION

Workshops teaching tactical skills needed for fashion & luxury brands to market

effectively in the digital age.

‣Social Media‣Analytics & ROI‣Content Planning‣Social Media & the Law‣New Platform Assessment

Invitation-only conferences focused on education, innovation & leadership in the

fashion industry.

‣Attendees include: PRADA, Michael Kors, CHANEL, Lanvin, Giorgio Armani, Balenciaga, Prabal Gurung, Christian Dior, Urban Outfitters, Salvatore Ferragamo...

‣Speakers include: Bergdorf Goodman, Man Repeller, Gilt Groupe, Kate Spade, Anthropologie, DKNY, Lucky Magazine, StyleCaster, Starworks...

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DAVE SURGANMORPHEUS MEDIA / CREATETHE GROUP

@MORPHEUSMEDIA

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CLIENTS

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TASTE GRAPH

Content Commerce

Search

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PAST 12 MONTHS

0

1,500

3,000

4,500

6,000

Mar11 Jun11 Sep11 Dec11 Feb12

Morpheus Media Clients: Taste Graph Referrals % Growth

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PRODUCT SEARCH

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PRODUCT SEARCH

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CANNON HODGEBERGDORF GOODMAN

@BERGDORFS

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SOCIAL MEDIA & BERGDORF GOODMAN

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BERGDORF GOODMAN + SERVICE / EXPERIENCE

Expand in-store experience by providing similar ones online

Result? 9k new Pinterest followers in 2012Increased referral traffic by 300%Improved customer experience

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BERGDORF GOODMAN + HUNCH

Using Hunch API, built a gift recommendation app for the holidays.

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BERGDORF GOODMAN + PINTEREST

STRATEGYPin:- Trends- New Arrivals- Lifestyle/Interests

Analyze:- Trends/Interests- Pins from BG.com

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BERGDORF GOODMAN + ZITE

Partnered with Zite to create a Bergdorf Goodman lifestyle section thatcustomizes content based upon user feedback

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HILARY PETERSON@LYST

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AN INTRODUCTION

Users can:

• Browse products from hundreds of fashion retailers in one place,

• Create a lyst with the products they want to save, organize and

shop

• ‘Follow’ style influencers to discover what products they love,

• Make editorialised ‘Collections’ to share with their followers,

• Buy any product they see with a single click.

Lyst is a social commerce website that gives users a personalized way

to discover and shop for fashion online.

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PAST 3 MONTHSGrowth since increasing the personalisation of users stylefeed

Aug Sept JanDecNovOct Feb

Number of Sales

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NEIMAN MARCUS + LYSTCommunity Challenge

Create Lyst Collection

Purchase

• Product pageviews on Lyst increase by 1200%, • Items lysted from Neiman Marcus increasing by 700%• Collections featuring Neiman Marcus products increased by 2700%.• 1800% increase in monthly sales for Neiman Marcus from Lyst

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RACHEL TIPOGRAPH@GAP

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★ENABLE ALL PRODUCTS AND CONTENT TO BE SHAREABLE ACROSS ANY NETWORK

★USE TASTE GRAPH INSIGHTS TO INFORM FUTURE PRODUCT DEVELOPMENT, MERCHANDISING AND MARKETING

★USE TASTE GRAPH DATA TO PERSONALIZE SHOPPING EXPERIENCES FOR CONSUMERS

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Cannon Hodge :: @bergdorfs

Dave Surgan :: @morpheusmedia :: @hamsandwich

Elizabeth Canon :: @fashcollective

Hilary Peterson :: @lyst :: @hillyjane

Rachel Tipograph :: @gap :: @racheltipograph