Online

Interac,ve Promo,on

KO Kit Shan ,Aileen 10030247D PANG Sin Ying ,Crystal 10143991D HUNG Ka Yee,Panda 10256700D KEUNG Ka Yee, Kar 10034243D HO Chung Sing, Shane 10048036D

ITC 3404 Fashion Promo,on tutorial Group 1

Agenda
Objec,ves Comparison Outcome

Evalua,on

Research

Objec,ves

To seek the latest trends of Online Interac,ve Promo,on To analyze the contribu,ons and eec,veness of each trend Evaluate on the use of interac,vity and crea,vity

Outcome

1. Virtual Dressing Room Virtually Mix & Match For Home shopper try on dresses and other fashions online To style and the t an appropriate match before adding it to the virtual shopping cart Commonly adapted on various fashion websites

Outcome

2.Online social community Online social plaborm Gather of GROUPs of fashion conscious consumers Who enjoy socializing and sharing informa,on Involvement & Communica,on between consumers and retailers

Outcome

3.Mul,-Media 3rd Party Plaborms Target at EACH individual user Who exposed to Facebook, Twieer, and iPhone Applica,on (Mul,-tasking) Coverage & Exposure Instant of response and interac,on

4.Real-,me Online Runway Shows To experience the energy and atmosphere on the real stage Target not only the editors and buyers but also the common mass Psychological distance and involvement Instant noise

Outcome

Research

1. Virtual Dressing Room Example 1 - H&M (www.hm.com)

A sec,on named Dressing Room a ash player enable to mix and match the total look Choose models from dierent ages, na,onality and angles Automa,cal calcula,on on total amount of the oubit User-friendly and Budget-conscious

Research

2.Online social community

Example 2 ASOS (www.asos.com)

Community site named Fashion Finder Online fashion retailer Released latest fashion trends and gave related sugges,on Best Oubit Compe,,on from ,me to ,me Held connec,on to Users Facebook , Ease of Sharing

Research

3.Mul,-Media 3rd Party Plaborms Example 3 Gucci Reach through Twieer, Facebook & iPhone App Constant updates about latest collec,ons, travel guide, exclusive interviews, soundtracks Fashion & lifestyle-related informa,on

Research

4.Real-,me Online Runway Shows Example 4 Alexander McQueen Live broadcast on ocial site Customers from all over the world received exclusive e- mail invita,ons Pre-orders online are available

Evalua,on
I. Eec,veness

II. Contribu,on III. Interac,vity & Crea,vity

I. Eec,veness

Coverage

Publicity

Noise

Virtual dressing room

Good -All internet users -Not just walk-in customers Rela,vely Good -Ease of sharing and discussions available -Freedom, no restric,ons

Good -Received media aeen,on like fashion bloggers and editors Good - Received media aeen,on like fashion bloggers and editors

Fair -Sharing of oubit through social network reach of social circle -Good -Customers' ac,ve and ini,a,ve par,cipa,on exchange of ideas and opinions Greatest -Customers' ac,ve and ini,a,ve par,cipa,on instant feedbacks, comments Fair -Online audience might not ac,vely discuss it aperward

Online Social Community

Mul, 3rd party plaborms

-Rela,vely Good -Mul, channels, ease of connec,ons - Ease of reaching on key target customers Rela,vely low -Dicult to no,fy them at the same ,me from people all around the world

Good -Facebook/ Twieer Updates News ari,cles

Online Runway Shows

Greatest -Capture Media aeen,on and news report

Evalua,on

II. Contribu,on
1.Virtual Dressing Room Boost of Sales Cross-selling of products Encourage of impulse buying Precisely iden,fy the consumer needs Level of Customer Service Time saving , serving more no. of customers at a ,me Ease of exploring merchandise

II. Contribu,on 2.Online Social Community Strengthening the customer loyalty Sense of belonging through developing own prole and sharing of pictures A new alterna,ve marke,ng tool Sharing of total looks promote popular products

Evalua,on

Evalua,on

II. Contribu,on 3. Mul,-Media 3rd Party Plaborms Brands awareness Mul, channels to capture aeen,on like News Feeds and no,ca,ons. All-round mul,-media concept audio ,visual, games, mo,ons present at one ,me

Evalua,on

II. Contribu,on 4.Real-,me Online Runway Shows Encourage impulse buying Break the tradi,on of exclusivity Not only the right of fashion insiders like buyers and editors

III. Interac,vity and Crea,vity

1. Virtual Dressing Room Interac,vity: Rela,vely low, ONLY SHARING of oubits with friends online Crea,vity: Most Innova,ve, Virtual & User-friendly 2. Online Social Community Interac,vity: Develop own prole Highest interac,on, A Giant Network , speed up connec,on with Facebook, twieer Crea,vity: High crea,vity, A Brand new mix of Fashion & Social Network

III. Interac,vity and Crea,vity

3. Mul,-Media 3rd Party Plaborms Interac,vity: Fair Interac,on X only conne to Friends but also the Retailer Audiences might neglect those AS A WHOLE Crea,vity: Fair Incorpora,on of mul,-channels to achieve the the greatest eect from the viewpoint of CONVENIENCE

III. Interac,vity and Crea,vity

4. Online Runway Shows Interac,vity: Fair. Psychological distances Crea,vity: Highly crea,ve Break the tradi,onal bondage Impress both the common mass and media

Comparison

New

Tradi,onal One-way communica,on Restric,on Merely promo,on Lack of reac,on Long ,me lead Boredom, conven,onal

Strong interac,on Democra,za,on Enhance quality of CS Reduce psychological distance Customer goodwill & loyalty Unlimited ,me boundary Well-use of IT

THE END