The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI’s social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business’ growth. This position works closely with key departments including E-Commerce, Merchandising and Retail. (AMIRI,2023)

• Develop AMIRI’s global social and digital strategy and execution

• Conceptualize and manage execution of content and digital communications strategy across all touch points and platforms, including but not limited to;

• Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

• Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

• Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

• Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

• Report back to creative departments to optimize creative directions

• Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

• Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

• Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

• Measure and analyze to establish ROI determined by relevant and effective KPIs

• Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

• Develop AMIRI’s global social and digital strategy and execution

• Conceptualize and manage execution of content and digital communications strategy across all touchpoints and platforms, including but not limited to;

• Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

• Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

• Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

• Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

• Report back to creative departments to optimize creative directions

• Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

• Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

• Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

• Measure and analyze to establish ROI determined by relevant and effective KPIs

• Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

This is a newly created position to be primarily responsible for the development and execution of communications strategies for the brand in Greater China Region. (BOF,2023)

• To lead a team of professionals and oversee the communications function and customer relationships management in Greater China

• To develop, implement and execute an effective communications strategy in line with the brand’s vision and business strategy

• To plan and secure excellent quality and quantity media coverage in target media

• To plan and manage events and new product launches in the Greater China

• To build on and maintain excellent relationships with key fashion press contacts and present story angles, features and product placement in line with the brand direction

• Supporting in the implementation of the strategy: yearly update, monthly follow-up, progress report – alert on deviations and suggest solutions

• Coordinate the delivery of the global communications and marketing strategy, from the initiation to execution in Greater China

• Contribute to creating and updating and tracking communication and marketing KPIs

• Manage the yearly regional communications and marketing activities calendar, as well as masterminding monthly strategy to inspire and drive priorities, support business strategy, and ensuring follow-up

• Oversee and manage the regional communications and marketing budgets and ensure an effective and cohesive approach to business and brand development in region.

• Coordinate, secure and align with HQ local celebrities and KOL placements

• Develop successful local activation plans, managing in alignment with HQ the local digital ecosystem (i.e. Wechat, Red), local content production plans and cross department omni execution to drive business to stores and digital channels.

• Bachelor degree or above in marketing and communications or related discipline

• Minimum 10-year relevant experience with exposure in luxury industry is preferred

• A good communicator with the ability to interface regularly with internal and external personnel at all levels

• Fluent in written and spoken English and Mandarin

• Excellent organization and ability to priorities workload to meet deadlines

• Ability to thrive in a fast-paced environment

• Strong stakeholder management skills

• Experience in driving change

• Acute business acumen.

Many global sporting organisations are opening up to renewed commercial interest from the fashion industry, resulting in landmark deals such as LVMH’s Olympics partnership and the Skims-NBA tie-up.

The range of companies showcased in this case study — Tag Heuer and Hugo Boss as well as start-up The Edit Ldn — offer different approaches to building high-performing sports-marketing portfolios. (BOF, 2023)

The prominent arrival of generative AI has stirred controversy and excitement in equal measure, as BoF’s latest case study, “The Complete Playbook for Generative AI in Fashion,” reveals. While the emerging technology is already helping to create product designs, campaigns, copy and online shopping assistance, there’s also growing concern among industry creatives about the technology’s potential impact on livelihoods as well as legal debates in areas such as copyright and intellectual property.

For this BoF Professional Masterclass, Marc Bain, BoF’s technology correspondent and the case study’s author, is joined by Cyril Foiret, creative director and founder of Maison Meta as well as Nima Abbasi, a partner at the gen-AI creative studio; and Shopify director of product Miqdad Jaffer, to share the lessons and challenges they have faced as early gen-AI adopters. (BOF,2023)

Topic: Analysing and researching the fashion market

A step by step guide to how PR works with marketing and advertising

Exploring the digital landscape and media choices

How to create a brand identity and personality

Identify fashion markets: core consumers and how to make them fall in love with you

How to develop a brand media pack and how to utilise this

The death of the traditional marketing mix; the new power of the fashion image

How to maximise a sales by building a community

Understanding consumer desire

Focusing your attention on appropriate media for your brand

Understanding the 2020 changes in influencer marketing

How to build a unique style of communications; becoming authentic and being real with your community

FOR: A creative individual who wants to gain an insight into how the fashion industry uses both marketing and PR to drive sales and increase brands awareness. You may work for a marketing or PR organisation. You may be considering starting your own fashion brand and looking to learn how fashion marketing and PR techniques can drive your business. (UAL,2023)

Vogue Business Fashion Futures will bring together brand executives, startup founders, regulators, manufacturers and industry leaders to align ideas with action towards a sustainable future, and spark discussion around what fashion needs to move forward. Our editors will host fireside chats, insightful discussions and curate a live demo area that will highlight real solutions for fashion to address its impacts on people and planet. We hope it’s inspiring, and that attendees walk away full of ideas to drive change in their own organisations. (Vogue,2023)

According to Bell, people gravitate towards brands that are a reflection of their founders’ personalities and beliefs. “Some of the best brands in the early stages are just true personifications of their founders … That’s very hard to compete with if you don’t have someone who has a view on the world and a perspective,” Bell explains.

Ffrench believes large beauty corporations struggle creating an authentic brand identity because they focus on numbers rather than forming a connection with customers. “You lose the essence, you lose the integrity and the artistry because that takes time and money and spirit,” Ffrench observes. Bell says the key to creating an authentic brand is finding an idea or aesthetic you’re interested in and creating the product line around it. “If you’re not deeply passionate about the world that you’re going to build [with your brand], you need to find someone who can be obsessive,” Bell says. (BOF,2023)

• Merchandising and product:

• Convert sketches, mood boards, and descriptions into high-fidelity designs (for example, 3-D models of furniture and jewelry).

• Enrich product ideation by collaborating with AI agents that generate creative options (for example, new ideas, variations) from data (for example, past product lines, inspirational imagery and style).

• Customize products for individual consumers at scale (for example, eyeglasses based on facial topography).

• Supply chain and logistics:

• Support negotiations with suppliers by compiling research.

• Augment robotic automation for warehouse operations and inventory management through real-time analytics (for example, insights enabled by augmented reality, or AR).

• Tailor product return offers based on individual consumers.

• Marketing:

• Identify and predict trends to improve targeted marketing from unstructured data (for example, consumer sentiment, in-store consumer behavior, omnichannel data).

• Automate consumer segmentation at scale to tailor marketing initiatives.

• Generate personalized marketing content based on unstructured data from consumer profiles and community insights.

• Collaborate with AI agents to accelerate content development and reduce creative blocks for in-house marketing teams.

• Digital commerce and consumer experience:

• Structure and generate sales descriptions based on past successful sales posts.

• Personalize online consumer journey and offers (for example, web pages, product descriptions) based on individual consumer profiles.

• Tailor virtual product try-on and demos to individual consumers (for example, clothing try-on, styling recommendations).

• Enhance intelligent AI agents (for example, conversational chatbots, virtual assistants) and self-service to address advanced consumer inquiries (for example, multilingual support).

• Store operations:

• Optimize store layout planning by generating and testing layout plans under different parameters (for example, foot traffic, local consumer audience, size).

• Optimize in-store labor to avoid bottlenecks such as gaps in staff allocation and theft detection through real-time monitoring of video data.

• Support AR-assisted devices to better inform workforce in real time on product (for example, condition, assortment, inventory, recommendations).

• Organization and support functions:

• Coach sales associates to sustain successful “clienteling” relationships via real-time recommendations, feedback reports, and high-value consumer profiles.

• Develop individualized training content for employees based on role and performance.

• Enable self-serve and automate support tasks (for example, HR tickets, accounting for large documents, review of legal documents).

  (Mckinsey,2023)

  
  

While lectures taught me academic skills within the fashion industry that may need in future career, how to make them suitable for this growing of technology time and apply it to create an effective promoting campaign. Sometimes, ideas were lighted up in my mind when I listened to the lectures. In addition, the guest speakers brought to classes their real stories from the industry, which are their experiences in applying for jobs with Lauren Adams, progress of marketing a brand with Kemi Gbadebo, I have learned from them how self-branding important in career path and the way social media help us popular in the market, etc. So that makes me put more effort into building personal brand to find a job after graduation.

Working in a group is a difficult task, which taught me that communication is key. When doing tasks, my teammates were appreciating my opinions and we ended up with my idea of building a digital platform for Future Fashion Fair as an approach for their audience research campaign. We divided tasks based on what each of us is good at. Doing what we are good at makes everything go more smoothly and our work becomes quite efficient. Everyone's strengths come together is great. Besides, managing schedules within the group is a bit of a headache, even though our schedules don't exactly match each other, we still kept it going to stay connected and work via WhatsApp and iMessage.

After the presentation at week 7, our group received very helpful feedback from Sian that really kept us on track, she reminded us about research campaign, the purpose of our client. We took the suggestions seriously and adjusted the platform go along with multiple research methods to have information of audiences. It makes our goals clearer and our work better.

I have concerned about me and my teammates differences because I am international student and I need to improve my language a lot to work well with them, I have tried to manage group work, but they also need to be more self-conscious and focus on their responsibilities which are hand in tasks on time, arrange group meeting. We actually have not had any meeting outside classes.

Finally, I realize the importance of adapting and talking things out when working in groups. These skills aren't just for the classroom, they are also for real life. So, as I move forward, I will continue to use these lessons, be flexible, communicate well, and make the most of my strengths in whatever comes next.

(Driscoll, J. (ed.) (2007) Practicing Clinical Supervision: A Reflective Approach for Healthcare Professionals. Edinburgh: Elsevier.)

The duo behind Rare Market, famed concept store and mecca for the Seoul’s moneyed Gen-Z and Millennial locals, have become household names at the forefront of the city’s fashion scene.

Old friends Jung and Kwon opened Rare Market in 2014, in Seoul’s upscale Gangnam district. Previously Jung had been a stylist at her own retail operation in California for 10 years, while Kwon is the older sister to K-pop star and one of the most influential fashion icons in Asia, G-Dragon, who suggested the store’s name.

While the musician’s reach of 11 million undoubtedly aided the store in building buzz, it is Jung and Kwon’s targeted buy of conceptual and emerging brands, including Rosie Assouline and Jacquemus, that has sustained its momentum.

“One of the reasons why we’re successful as an individually run select shop is because we can make quick decisions to meet that demand as it arises. Our advantage lies within our ability to be the quickest ones to react to global trends,” Kwon told BoF.

The retailer has also launched its own line of contemporary clothing, We11Done, casting Man Repeller’s Leandra Medine as the face of the label. The brand is now stocked on Net-A-Porter, Browns and Ssense. (BOF, 2023)