“We see a trend towards using social not only as a vehicle for inspiration and aspiration but as a mechanism to digitally engage, reward loyalty and drive shoppers to the register, online and in-store, with relevant offers that can be amplified through social channels.” (Karen Dutch, 2014)
Social media has established as a major interactive communication channel on personal as well as business through the popular culture in the past few years. Nearly all websites are linked to social accounts, and social platforms are filled with content grabbed on traditional websites. Consumers are most likely perceived a brand promises and its elements on social channels include email for products and purchased items after sharing or favoring it on social medias. Addition, the advent of mobile devices, and the awareness of smartphones’ domination in our daily habits have created a measurable transparency and incredibly dynamic online market and its limitless ambition. Social media is no longer optional channel in comparative market it’s an obligation for market share.
This presentation will be focused on how technology has been intergraded in consumer-centric marketing and user driven social media interaction and their brand perceptions which often be the key discriminating factor in a customer’s decision to select one product over another.
About the presenterAeran Park
Professor of Fashion at Savannah College of Art and Design Atlanta, GA. Previously creative director at Fashion Angels Enterprises and chairperson and an associate professor of the Fashion Department at Mount Mary University in Milwaukee, WI. Published “Workbook for the Fashion Designer: The Complete Guide to Fashion Illustration” Mar. 2012 (translated in Chinese and published in HongKong in May, 2012) and currently working on “Mastering Fashion Illustration with Adobe Illustrator and Photoshop CS6” with Pearson.