Social Media in the Fashion Industry

This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.

INTRODUCTION SECTION 1: FASHION SOCIAL MEDIA FUNDAMENTALS 1. The power of Social Media 2. Fashion Consumer and Social Media SECTION 2: SOCIAL MEDIA STRATEGY AND PLAN 3. Social Media Strategy 4. Social Media Mix Planning SECTION 3: SOCIAL MEDIA PERFORMANCE 5. Social Media Commerce Strategy 6. Social Media Content Strategy 7. Social Media Customer Relationship Management and Community Strategy 8. Calendar, Budget, Monitoring and Tools SECTION 4. SOCIAL MEDIA RESEARCH OPPORTUNITIES AND METHODOLOGIES 9. Netnography 10. Visual Analysis 11. Sentiment Analysis 12. Argumentation Analysis SECTION 5: Interviews with Fashion Brands 13. Interview with Nicolas Girotto, CEO of Bally 14. Interview with Carlos Arjiz, Communication Director of Adolfo Dominguez Brand 15. Interview with Blanca Rosa del Bosque Madera, Digital Marketing and CRS brands of TENDAM Fashion Group.