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Fashion and Digital Trends: Tom Ollerton

The document discusses trends in fashion and digital platforms. It notes that people often get carried away by new platforms without understanding their full impact. Three key trends are discussed: 1) Branded utility, where brands create useful digital tools and content to engage users; 2) Creativity in social media, where brands must go beyond just having profiles and develop creative strategies; 3) Integrating online and offline experiences, where physical experiences continue driving online interactions. The document advocates for making digital outputs useful, being creative on social media, and blending online and offline experiences.

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Anna Pizarro
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58 views63 pages

Fashion and Digital Trends: Tom Ollerton

The document discusses trends in fashion and digital platforms. It notes that people often get carried away by new platforms without understanding their full impact. Three key trends are discussed: 1) Branded utility, where brands create useful digital tools and content to engage users; 2) Creativity in social media, where brands must go beyond just having profiles and develop creative strategies; 3) Integrating online and offline experiences, where physical experiences continue driving online interactions. The document advocates for making digital outputs useful, being creative on social media, and blending online and offline experiences.

Uploaded by

Anna Pizarro
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Fashion

and
Digital
Trends
 
 

Tom Ollerton
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
We get carried away with fashionable and
exciting new platforms without actually
understanding their reach and impact.
Who is really using twitter?
Who is really using twitter? Is this audience right for your brand?
Do you hire an
agency to run your
twitter account?
...or would it be better to create a video that your
audience really value?

Do you hire an
agency to run your
twitter account?
There’s some really cool stuff happening in digital and fashion
Ray Ban Virtual Mirror
 

Augmented Reality Shopping!


Is this really future of online and
fashion?
Is this really future of online and
fashion?

It might be...
Is this really future of online and fashion?

It might be...

But in the short term here’s the trends


think will matter
1. Branded Utility
“It’s easier to be repeatedly
useful than repeatedly funny”
R. Sutherland
The Michelin guide is the Granddaddy of
“Branded Utility”
The guide was developed so people would spend
more time driving to restaurants
By doing so they would wear their tyres out and
buy more Michelin.
The brand sits at the heart of the objects usefulness.
Many years later we see “branded utility” in used in
fashion.
The Gucci Little Black Book
Despite loads of “visit once and forget”
music and video content. The app also
provides guides to hotels, restaurants, bars &
clubs in more than 20 major cities picked by
Gucci. It’s useful and not just pretty.
2. Creativity in Social Media
When it comes to social media most agencies will say...
"youneedafacebookpageandatwitterprofile"

 
Brands don’t just need profiles and presences.
They need a strong creative idea and a strategy
that will resonate across social channels.
The traditional
advertising industry
didn’t continue to
grow and produce
amazing work because
they helped brands
merely populate print,
TV, cinema etc.
They had to
innovate and
push creative
boundaries
it’s no different with social media.
IKEA created a genius tool using facebook’s tagging functionality
Ikea set up a profile of Gordon Gustavsson – the manager of the
soon to open Malmo store. Visitors to the page were encouraged to
tag different items. Once they tagged it – they got sent it for free!
This spread like wildfire and was a big win for IKEA
Burberry
Art of the Trench trades on people’s vanity and need for social affirmation
by getting trench coat wearers to upload photos of themselves in their
coats.
They then share their pic on facebook and telegraph it to their network
What a massive gang of show-offs I say! – but what a great creative use of
social media
3. Online / Offline
Offline is the biggest driver of online
95% of the people everyone knows on facebook they have
actually met in real life. Facebook is the most successful
online expression of offline events we’re ever likely to see.
As digital expands it will fragment and fewer single sites
will continue to dominate but for now facebook shows how
powerful online/offline can be
Diesel Facebook Change-room Connect
Diesel put facebook enabled screens in their changing rooms
so that shoppers could take photos of themselves and upload it
to their profiles.
This lacked a realtime element but is a great use of
online/offline that we will continue to see on the high street.
CatchAChoo
Jimmy Choo, a world-renowned footwear brand, is organised a
real-time treasure hunt around London via Foursquare.
A pair of Jimmy Choos checked in at various locations and anyone
who arrived at a venue before the trainers left won a pair of shoes!
Online/offline isn’t without its dangers
American Apparel Rummage Sale Riot!
American Apparel Rummage Sale Riot!
Be careful what you wish for!
Conclusion:

1. Make your digital output useful to your users


2. Be creative with social media, don’t just tick boxes
3. Offline is the biggest driver of online
4. There is a big appetite for consumer interaction online
in fashion
 

[email protected]
@mrtomollerton

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