Fashion's Online PR Sense

The fashion industry is also breaking into the social media scene this month. Designer brands as well as stores are resorting to fourth screen and social media usage. New sites are also coming out to predict and assist shopping habits.



The Italian clothing-line, Diesel has decided to strengthen its brand name online through digital initiatives. Social media, blogs, and proprietary measurement mechanisms, will be used to generate online presence of Diesel's "Be Stupid" campaign. The brand will apply Facebook, Twitter, and FourSquare to the operation. Other than their new website and e-commerce page, Diesel will be taking advantage of the fourth screen by acquiring mobile apps.



Speaking of which, Target has also made great use of the fourth screen by introducing their "scannable mobile coupon program." Basically, customers can bring up barcodes from Target coupons off the web/email at the self-checkouts.


To predict and curate shopping trends, e-commerce sites are arising. For instance, "Strings" is a site which monitors social media: Facebook, Twitter, YouTube, Netflix, Amazon, etc. to predict what customers may want to purchase." Many companies and stores are affiliated with Strings and if a consumer buys a certain product, Strings receives a percentage of the sale. Some sites display high-end items/services at sale prices within speedy auctions such as Groupon.com, RueLaLa.com and Swoopo.com. I've personally used Groupon.com for a service before and enjoyed the experience. Basically, I placed a bid on a service hence it was at a great discounted price and waited to see if enough people purchased the same service. If enough people (50 people or whatever the given number is) signed up for the service then the deal was on and you had purchased that service for that discounted rate.




Such sites are extraordinary ideas. Incorporating consumer's preferences by their personalized searches online is an excellent tactic to drive more sales. Also, the designers'/stores' ability to incorporate social media and mobile app.'s to their online campaigns is a perfect way to gain consumers. Consumers are surely lured in hence they already reside on such networking sites as well as the mobility aspect facilitates convenience and effectiveness.