social media marketing

“Pinterest is about to get a boost with the hiring of Macintosh icon designer Susan Kare. Kare, 61, is joining the social network as a product design lead, where she will influence the way Pinterest looks — much in the same way she helped shape the original Macintosh software experience.”

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Decoded Fashion - Fashion Tech Daily - Pinterest x Susan Kare

Decoded Fashion - Weekly Stories - Topshop #BringThatBack
Image source: Topshop’s #Bring that back campaign

British high-street fashion retailer Topshop is marking the launch of its new seasonal Archive Collection this month – a 33-piece capsule range based on its original designs from the 70s, 80s and 90s – with a social media campaign that invites fans to post photos of items they’d like to see revived in the future.

Dubbed #BringThatBack, the campaign gives Topshop fans the chance to influence new pieces that will appear in its next Archive Collection, due to drop both in-store and online in November 2015. To get involved, consumers can upload a selfie with a favourite Topshop piece, or an old photo of an item that’s been lost to either Twitter or Instagram using the hashtag #BringThatBack.

In a move that also shrewdly trades on younger consumers’ penchant for self-promotion, Topshop will subsequently select its favourite images to appear in an image gallery on its Facebook page, as well as posting single looks on its Instagram and Twitter pages, while finalising key pieces for the new collection.

Guest post by Samantha Fox

In our post-Zoella times, it’s a fact commonly understood that brand strategy ought to incorporate social media across all possible channels: whether that’s Twitter, Facebook, Pinterest or even newer platforms like live streaming services Periscope and Meerkat. But how can fashion retailers go about their social media strategy in the right way to achieve omni-channel success? And how can engaging content still provide the call to action to get consumers beyond imaginary browsing and past the checkout stage?

Hoping to offer a dual perspective on the issue, our dedicated discussion on Activating Brand Strategy on Social will take place on the 20 May at the Decoded Fashion London Summit. Taking to the stage to thrash out their strategies will be two speakers from the macro and micro levels of the industry. In the red corner, a heavyweight for engaging vlogging content and more: YouTube, and its Industry Manager for Fashion, Luxury & Beauty, Katie Jenkins. In the blue corner will be Neil Waller, co-founder of Shore Projects: standing up for smaller up-and-comers who have social media prowess at their fingertips.

2014 was undoubtedly the year of the beauty vlogger, and their popularity isn’t looking to end any time soon. YouTube Vloggers such as Zoella and Tanya Burr can fetch up millions of pounds a year, but how can brands create or incorporate their own content that engages viewers just as much? Startups like Wirewax and Cinematique have created shoppable video platforms that have seen remarkable click-through rates, but whether this is the future of branded YouTube strategy is yet to be seen. Shore Projects, meanwhile, who make stylish water resistant watches inspired by the British seaside, have channelled their strong identity into a huge social media following. It’s a tactic that seems to have worked – as of this month, ASOS and Topshop have backed Shore Projects and will be stocking their designs.

For more insight into how to turn those followers into sales, check out YouTube and Shore Projects in London on 20 May.

Book your ticket for the London Summit here.

Reported by Claire Healy




Trading on social media to attract millennial consumers, British footwear brand Clarks is tapping popular instant messaging service WhatsApp for a multimedia campaign celebrating the 65th anniversary of its iconic desert boot.

Dubbed ‘From Rats to Rudeboys’, the campaign launches on April 13. Messages containing images, videos and playlists will be sent directly to WhatsApp users who have opted in to the initiative, having been prompted by teaser films currently being posted on Clarks’ social media platforms, including Instagram and Twitter. To gain access to the material, users simply add an 11-digit number to their in-app contacts list. On sign-up, they will also be sent an additional video introducing late British designer and founder of the Clarks desert boot, Nathan Clark.

The main focus of the material is to explain the brand’s affiliation with key cultural, music and style movements of the past 65 years, such as the birth of dancehall music in Jamaica in the 70s, and the 60s UK mod scene (see also Fred Perry Store Harnesses Heritage and Music Meets Retail). However, there will also be content from three contemporary creatives: British reggae historian and former mod Steve Barrow (known for wearing sharp tweed suits with his desert boots), French photographer Bruno Barbey (whose photos of riots in Paris in 1968 show students wearing Clarks shoes), and Jah Stitch, Jamaican musician and member of 70s Kingston gang, The Spanglers.

As part of a wider mission to elevate consumer perception of the brand, in June 2015, Clarks will also unveil an interactive digital piece at London’s Victoria & Albert Museum, dubbed Clarks Unboxed. It forms part of the museum’s summer exhibition, Shoes: Pleasure & Pain, which examines the cultural significance of shoes.

Guest post by Samantha Fox, EditorKatie Baron, Head of Retail


Interested in working for Decoded Fashion? 

Decoded Fashion is currently looking for a Marketing Executive to implement leading marketing strategies and tactical plans for Decoded Fashion Summits. This includes generating leads for delegate sales and sponsorship sales as well as generating direct delegate revenue target, and supporting the marketing strategy of Decoded Fashion overall through online and social media channels.

If you are interested in learning more, please email for a full job description.

This role is based out of our London Head Office.