Social Media is the revolution of the “noughties”. This video captures how vast and influential this phenomena has been:
Social networks have grown in popularity because they are compelling places to connect and socialise online (Mintel July 2010). However, for some, social networks are also research tools - with 15% of respondents saying they use them to ask for information and advice (Mintel July 2010). These 15% are prime targets for retailers; people who want to gather style information will follow fashion retailer’s social media activities. Social media platforms enable retailers to interact more with consumers. Jayawardhena and Wright (2009) advocate that Web 2.0 technology should be used by e-tailers to encourage and stimulate involvement for consumers.
What do people want on retailer’s social media?
Boyd Thomas et al. (2007) found that the most common topic of discussion within the Fashion subgroup of myspace.com was personal style and fashion. This implies that consumers will follow fashion retailer’s social media in order to discuss and learn about style. Kim and Jin (2006) argue that in the current marketplace consumers may have higher tendencies to seek the advice of experts. Jepsen (2006) found that when researching products consumers prefer gathering information from virtual communities rather than commercial sources, and so these traditional sources of information are being “replaced” by virtual communities. This infers that consumers like to use social media for information because it is more personal and perceived as more truthful than advertising.
Fashion retailer’s social media activities
The main social network sites that fashion retailers are using are Twitter and Facebook. However, ASOS and Topshop, both in the top three popular fashion retailers with the largest social media following of any brands in the UK (Mintel June 2010), are also using Youtube. An investigation into their social networking has been undertaken....
ASOS Facebook
· Does not distinguish between men and women- only one page
· ‘Deal of the Day’ for women/ men. Pick one item in their current collection to advertise to consumers . e.g.
ASOS http://asos.to/tailoredempire
COMMENTS:
Amy Green shame it's only in a size 10 :-(
Mandy Appleton its lovely, what a shame these deals always seem to be available in only 1 or 2 sizes
Ricarda Goltermann it's available in all sizes for me... but I don't have 25 quid
Lucy Ellan Higgins its available in all sizes, ive just bought one! use the code ASOS20 and its £20! xxx
· Post promotional codes
· Post company news and new stock/ brands that have come in
· Consumers use ASOS’s Facebook to ask each other for advice, e.g.
Chun Lei Wu Are there anyone can recommend some party dress which fit ASIAN girls who have small breast?
Iulia Hărşan Any dress is not strapless will fit u( and try Bombshell bra from VS). I have a small'' body'' too :-)
Mimi Leung small breasts....opt for the one shoulder numbers or shift shaped ones with round neck lines
Topshop Facebook
· Has separate men’s and women’s pages (Topman and Topshop)
· Lots of questions asked by consumers- e.g. on delivery, on returns etc but the administrator never replies.
· Topshop posts about new stock and store news e.g. student nights.
· A lot of people seem to just comment on their opinion of the brand i.e. “I love Topshop”, or in some cases “Topshop is too expensive.
· Promote new designers that they are stocking.
· Consumers express their desire for stores in their country or city, e.g. Australia, Shanghai, L.A.
· Topshop ‘Daily Fix’, e.g.
Topshop
Premium black paperbag style waistband leather skirt with tie waist belt, front zip fastening and two popper detail and black cotton lining. 100% Leather. Specialist dry clean only.
ASOS Twitter
· More personal and interactive with consumers than their Facebook.
· Respond to problems with orders e.g.
“I love @ASOS but I am generally REALLY unimpressed with their level of customer service.”
REPLY: “@MelleRobot Sorry to hear that. Can @ASOS_HereToHelp give you a hand at all?”
· Advertise their new marketplace.
· Promote new products.
Topshop Twitter
· State latest Topshop news. e.g.
“Our lipsticks were a finalist in the @Grazia_Live beauty awards! Glad they love them as much as we do. You?”
· Post promotions/ deals:
“Good news - there's now free delivery on all UK orders over £75!”
· Do respond to people, but not frequently. e.g.
@Topshop_tweets I'm wearing TopShop gloss in 'Statement' today. A bit dry but fine with Clinique superbalm - v pretty
REPLY: @Disneyrollrgirl We love that one too!
· Mainly the Topshop administrator posting about stock and store news- limited interaction with consumers (more than their Facebook page, but not as much as ASOS’s Twitter).
ASOS Youtube
· Celebrity focus to their videos. e.g. Mike Posner tours the UK promoting new single, and briefly visits ASOS HQ:
“Straight out of Michigan and onto the airwaves, Mike Posner has made quite the internet stir with his debut single Cooler Than Me. Looking like Justin Timberlake's younger cousin, the fresh out of college 22-year-old popped into ASOS Towers to talk retro threads, X-rated fans and the coolest woman he knows”
This is about the image and celebrity endorsement- just meets the ASOS team
· Although they do have other videos related to fashion e.g. Paris Fashion week:
Shows the latest trends as they visit fashion shows all around the world.
Topshop Youtube
· Videos are generally ‘Behind the scenes’. E.G. ‘Behind the scenes at the Christmas Shoot’:
· All about brand image: cool, party-animal, very fashionable young women.
· Added extra for lifestyle image of key target market to aspire to be like.
In sum, Facebook is being used to generally promote store/website events, new products and discounts. ASOS could improve this by separating men and women, and both retailers could interact more with consumers by answering direct questions. Topshop are using Twitter in a similar way to their Facebook site, with slightly more consumer interaction, but they definitely need to do more in this area. ASOS are using Twitter to interact with consumers and are doing this well; they have a quick response team and consumers are happier when getting answers. Youtube are being used by both retailers to promote their brand image. So, overall, Facebook can be successful in achieving commercial results through promotions, Twitter through interaction with customers, and Youtube by promoting brand image.
Excellent analysis of the use and purpose of social media. The video you have uploaded is excellent and I would like to show that in class tomorrow if that is ok? Thanks, Helen
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