Local fashion brands slow to adopt social curation

Local fashion brands slow to adopt social curation
SHARE
THIS



Marketing spend on social media among luxury, lifestyle, fashion brands and retailers is out of whack with Australia’s high social media penetration, according to the founder of WeAreDigital.

Karson Stimson, the director of Melbourne-based independent agency WeAreDigital, told B&T that marketers still struggle with social media.

“Too many people are aligning their budget spends to revenue. But the success measure for social media is not always about return on investment,” Stimson said.

“It is around brand building, it is about awareness, creating attention and being part of the decision cycle.

“We are one of the highest markets for penetration in terms of social media but the percentage of budgets being allocated to social media doesn’t equate – there is a massive gap.”

Among Australian internet users, 62% use social networking sites including Facebook, Twitter or LinkedIn, according to a 2012 study by Sensis.

However, the same report found large businesses allocate just 4.5% of their marketing budgets to social media while medium businesses invest 9.2% on average.

Stimson spoke to B&T late last week after hosting the Social Curation panel at the L’Oreal Melbourne Fashion Festival Business Seminar.

Overseas fashion brands have been busy refining their social curation skills, but Stimson believes it is still “early days” in Australia

“It is actually working with your customer and not talking at them whereas traditionally it has been a very dictatorial type of relationship where you as a fashion, luxury, retail brand said ‘here is a picture that we want you to look at and this is how you should wear our product’,” Karson explained.

“Where as true social and social curation is a collaboration between a customer and a brand.

“It is all about letting go which is a big mind shift for big businesses, big brands and retailers because that loss of control is such a foreign concept.”

WeAreDigital works with a number of fashion brands including sass & bide.

Please login with linkedin to comment

Latest News

Does TikTok Really Make Sense For Microsoft?

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

QMS Sport Rebrands As Media Tech

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]