Social Media for Fashion Marketing Storytelling in a Digital World

Table of contents

Section 1: The Digital Landscape Transforms the Fashion Industry

1.Digital Disruption of the Fashion Industry

1.1 Introduction;

1.2 The Fashion Landscape Before Social Media;

1.2 Evolution of the Fashion System; Democratization of the Fashion Industry;

1.5 The Fashion Landscape Disrupted;

1.6 Blogosphere takes on the Fashion Industry;

1.7 Style Sharing Communities: User-Generated Content (UGC)

2 Introduction of the Digital Landscape

Section 3 Rise of the Hyper-Connected Consumers

3.1 Introduction;

3.2 Hyper-Connected Consumers;

3.3 Evolution of Social Behaviour on Social Media;

3.4 Generation Gap through the Digital Landscape;

3.5 Generation Z;

3.6 Millennials;

3.7 Generation X;

3.8 Baby Boomers;

3.9 Exercises and Technology Corner

Section 2: The Business of Fashion Marketing

4 Digital Storytelling

4.1 Introduction;

4.2 Storytelling in Marketing;

4.3 Storytelling Marketing;

4.4 Visual Consumption;

4.5 Social Story: The Burberry Dream;

4.6 Trending Social Stories of the #hastag;

4.7 The Science of Stories: Neurological Responses to Stories;

4.8 Storytelling Becomes Storygiving;

4.9 Social Marketing: Purposeful Stories in the Digital Age;

4.10 Exercises and Technology Corner5 Strategic Marketing in the Digital Age

5.1 Introduction;

5.2 Social Media Marketing Strategy;

5.3 Real-time Marketing Strategies by Teri Thompson;

5.4 Interview: Trina Albus, Founder of Magenta Agency;

5.5 The Social Media Team;

5.6 Creative Branding and Strategic Marketing Alliance;

5.7 Influencer Marketing/ Marketing Agencies;

5.8 Art of the Pitch;

5.9 Hidden Influencers;

5.10 Digital Curation;

5.11 Fashion On-Demand World;

5.12 Retail Science of the Digital Age;

5.13 Mobile Interactive Store Fronts;

5.14 Exercises and Technology Corner

6 The Evolving Measurable Impact of Social Media

6.1 Introduction;

6.2 The Power of Data;

6.3 Evolution of Fashion Data and Analytics;

6.4 Fashion Intelligence;

6.5 Data-Driven Briefs and Personas;

6.6 The Power of Search;

6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO);

6.8 Journey Mapping Case;

6.9 Exercises and Technology Corner.