Editions: (Re)Branding in the Digital Age

EDITD know the secret to a good evening: Johnnie Walker. Well that and an eclectic crowd sparking insightful debate about (Re)Branding in the Digital Age. 

First up was keynote speaker Henry Holland. Not one to shy away from Twitter - 235,061 followers - his take on social media is simple; use it to show the brand’s personality. Promotion comes once trust is gained. If Henry gave his staff a social media strategy it would be "just tell them what you had for lunch." (not ground-breaking, but it reminds us that fashion industry people actually do eat). Social is an extension of his brand’s personality. By using #houseofholland on Instagram he can see how the girl on the street aligns herself with it. 

Next up was a panel comprising Felix Leuschner - CEO of StylistPick, Anna Fielding - Web Editior for Stylist & Editor Emerald Street and Paula Goldstein - Online Director of Purple Magazine.

They tackled the big question - what makes a good brand? StylistPick advocates learning from the customer. For them, the joy of e-commerce is analytics, and the ability to understand exactly who that customer is.

Stylist and Emerald Street said integrity is crucial, driven by a different type of content which is suited to digital. Rebranding should be a gradual process, they assert, as opposed to just ‘jumping on the bandwagon’. 

Purple adopted more of an ‘all guns blazing’ approach, revealing they didn't want to produce another magazine and instead focus on the journey and lifestyle that leads to the creation of one. 

Is there a right way to communicate in the social world? Another big question. Purple pride themselves on their lack of a filter when it comes to posting publicly, even if it may seem terrifying.

But isn't that what we want to see from the fashion world - a fast paced feed of visceral imagery that is sometimes beautiful, often raw but always engaging and real? The industry exists to tell the public what to wear/like/want but in a digital age where consumers control content how does this disrupt the way they communicate?

Knowing your brand is vital. Social media has "turned up the volume on a conversation that was already going on." Whatever the social platform, it is saturated with competitors and your voice can easily get drowned out. 

There is no fooling followers. If the content isn't real or noteworthy your engagement analytics will flatline. Consumers don't just want more than being offered picture after picture to like or share.

They expect more. They deserve more.