the dawn of the age of participation - eva pascoe
DESCRIPTION
Online retail, and specifically fashion, have seen a seismic change in the attitudes of their consumers in terms of their engagement. From a passive, brand-led, uncritical and individualistic follower of yesteryear, the digi-fashionista of today has shape-shifted into a vocal, engaged, informed and highly combative fan. This fan is a part of the tribe and plugged deeply into the peer-to-peer ongoing brand evaluation. The new consumer will fight for the brand, but if the brand is misses a beat, the brand subversion and uber-criticism is only a keystroke away. Follow Digital Doughnut's events: www.digitaldoughnut.com/eventsTRANSCRIPT
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The Digital Leaders Briefing24th September 2014
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The Age of ParticipationEva Pascoe
TheRetailPractice.com
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1994Tokyo Paris Rotterdam Manila Bangkok
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Topshop.co.uk
First High Street Brand e-com in UK (1998)
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TopShop re-launch 1.0 (Oxford Circus)
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Retail BytesOnline Trends
14.5% rise in UK Online fashion , clothing
and footwear
10.7bln Online fashion ,
clothing and footwear spend
2013/14
17% of
all fashion , clothing and
footwear spend2013/14
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Maslov 2.0 or life’s bare necessities..
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2014 MOBILE FIRST <50% mobile access More time on devices > SLEEP (Aug 2014)
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Connected Cath
Millenial Milly
Wired Will
Digital Maturity Progress
Retired Bill
Career Mum Kate
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Instagrammers before The Front Row
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Bloggers to see designs BEFORE press!
• TopShop - Sneak Peak pre-show for InstaGirls
• Access All Areas for the Brand Ambassadors
• Un-seen pieces shown on Facebook just after the show (Collection+)
• Twitter shares 1000+
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Miista Shoes: Peer-To-Peer buyers net
15% rise
of Footware world-wide moves online
by 2019
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Power to the fans – Tweet for Cheaper
• For every tweet with @Miista shoes photo the price drops by a fraction – to 50% discount
• Playlists co-generated for Miista by the fans /share or get discount
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Provide a pretext to Share/Connect
• L’Oreal App offers an instant TRY NEW LOOK
• Overlay of the lipstick and eyeshadow by the app– Share or Buy
• Big hit with young fans
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Idesso
• River Island• Zara• Next• FindMyCoat• Share/Buy
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Share or Buy
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BIG Data : The Great
Fishing Expedition
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Anonymity Spectrum in Data
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Future
High Street
Challenge
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From Zero To Hero – Kimberly Clark
Toilets 1.2bln toilets
for India
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25% commute by bike in East
London
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Where can brand’s support be useful?
Help For Heroes
Army Charity
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Find a NEED aligned with your BRAND
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Poop App
Car Share App
Bunnies App
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Networked Us – strength in numbers!
We are all campaigners
now!
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Barbican Visitors -connection For Wikipedia Conference Guests : WeBeacon
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Digital Wind
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