When it comes to digital media, forget the “one size fits all” approach.
Rachel Tipograph, global director, digital & social media at Gap Inc., who spoke on “Lo-Fi Brand Marketing,” told attendees that approach doesn’t work anymore.
“Multiple touches with consumers are what drives engagement,” she said.
Tipograph spoke about how consumer behavior has changed, and that pre-2011 the social Web was about what someone thought or was doing. Post-2011, the social Web is now about “visualizing how you want the world to see you and how you want to see the world.”
That has Gap spending a lot of time thinking about content, which it views as the “currency to the mobile social Web.”
Gap’s digital expert also noted that the shelf life at different sites is relatively short — just two hours on Twitter, two days on Vine and seven hours on Facebook. Shelf life is longer on YouTube at five days, and one week on Pinterest. At Tumblr, it’s forever, Tipograph said.
All that means a different approach is required for outreach on each format, hence the conclusion that the “one size fits all” approach no longer applies in advertising.
Tipograph noted that the company has shifted from traditional advertising, or what is called hi-fi, that is expensive to produce but is used for all channels, to one where it creates multiple forms of content used for individual networks, called lo-fi.
“Lo-fi is content designed for individual networks. Most of the time it is created via an iPhone,” she said.
As for customer engagement, Tipograph noted, “Our lo-fi content is 70 percent better in the social channels than our hi-fi engagement.”
But how do you monetize lo-fi content?
Gap in June launched Styld.by, where each week bloggers at different sites are sent Gap’s best product and told to style and photograph the product in any way they want. The only requirement is a job script code to create, in effect, an online catalogue. Tipograph said the company saw a 40 percent increase in Gap’s association with fashion and style and, even better, strong conversion rates from that content. In-store Styld.by events drove traffic up 24 percent, and there was a 15 percent lift in the conversion rate.
In creating content and noting that the shelf life is very short, often multiple pieces of content are produced. That’s so different visuals can be used for each network for different regions. A campaign may entail 250 pieces of content, with up to 30 pieces flowing each week over a three-month period.
Campaigns also are done with leveraging in mind, such as an advertising campaign on television that also includes a social media carryover on Twitter. In that example, Twitter is treated like a “phantom network.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast