Background SolutionChallenge Research Strategy

Background SolutionChallenge StrategyResearch

“Every two days now we create as much information

as we did from the dawn of civilization up until 2003.”

Eric Schmidt, Ex-CEO Google (04.08.2010)

“Pressure on companies to make informed

decisions in real time”

Data = Information

Data ≠ Information

“[...] data without human interpretation is as useful

as Esperanto.”

Fredrik Sarnblad, Planning Director BBH

Background SolutionChallenge StrategyResearch

How can brands make better decisions based on real-time

fashion news, social comment, industry data, etc.

The Brief

Social media managerE-commerce manager

Brand manager

Marketing manager

? ?

??

Background SolutionChallenge Research Strategy

Social Media War Rooms

Existing Solutions

Experts

Industry ReportsForums

A one size fits all solution does not exist

Background SolutionChallenge StrategyResearch

We live in an era where the supply of data is infinite.

Data can be useful.

Data can cause clutter.

It needs human interpretation.

And communication (learning)

Therefore we want to create an engine that:

Learns and grows with the user(s)

Enables collaboration and sharing of knowledge

Unclutters the data flow

Background SolutionStrategyChallenge Research

We’re providing you with an engine. Not the fuel.

WORKSHOP AGENDA

DIGITAL DATA - HOW IT CAN HELP YOU?

HOW IS DATA GATHERED AND FILTERED?

HOW INFLO EVOLVES BY USAGE

WHAT IS RELEVANT DATA?

DATA VS. INFORMATION

09:30

11:15

12:15

09:00

13:15

NEEDS CLARIFICATION WORKSHOP

FASHION BLOGS

NEWS ARTICLES

WEBSITE DATA

TWITTER

FACEBOOK

MUSIC SITES

SOCIAL

E-PERFORMANCE

NEWS

USAGE

FEEDBACK

What you read /don’t read

Like /dislike

Sharing

More of what’s relevant

New sources

Reduces irrelevant

information

Learning Cycle

LIVE FEEDREPORT

NEWSSOCIAL ePERFORMANCEREPORT UPDATE Name:Position:Last Log On: 18:53

20th June 2012

Oli CulchethComms Manager

www.thesartorialist.com/22/12/07 Esquire

SOCIAL

2010 was the year that the fashion industry really embraced and found its voice on 

social media – setting up personas on Facebook and Twitter and gaining phenomenal 

followings with the lure of exclusive content once only reserved for the elite of the 

fashion world. Gucci’s Facebook following now tops 4 million fans.  Burberry’s is 

almost 5 million.

But an industry that relies on constant re­invention isn’t going to rest on its laurels – 

we expect the way the fashion industry uses social media to move on in 2011.  Here 

are some of the key trends to keep a close eye on.

Expect to See Further Innovation in Existing Channels

Streaming a live catwalk show and behind the scenes footage is the least social media 

fashion fans expect these days. 2011 will be a year of further innovations by the 

fashion industry within existing channels to keep fans engaged, to build communities 

around brands and also to leverage social media to more overtly drive ecommerce 

sales.

The Big Debate: How to save the high street

www.thesartorialist.com/

NEWS

22/12/07

This winter H&M will be showcasing an influx of avant­garde, deconstructed and 

individual designs, brought to the public through an unforeseen collaboration with the 

mysterious fashion house Maison Martin Margiela.

The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch 

designer is never photographed or appears after his fashion shows), will undoubtedly 

bring its own brand of conceptual design to the mainstream high street shop. Martin 

Margiela has never been known to conform to the sartorial­ norm,  creating his clothes 

through deconstruction, allowing the creative process to visible upon the garments and 

playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection 

were made from the re­creation of their pattern pieces, either in a multitude of sequins 

or through being encased in plastic.  

Esquire

Top 10 trends to follow this Summer

www.thesartorialist.com/22/12/07

ePERFORMANCE

US Retail E-Commerce Release. 2010 - 2016

Mashable

Andres Izquieta is co­founder/CEO of Five Four Club, a new subscription ecommerce service that provides men with monthly packages of apparel, based on a brief sixty­second style profile they fill out when signing up for the service.

When it comes to ecommerce categories like grooming and fashion, the women’s market has long been the focus of marketers. And who can blame them. Women historically make upwards of 80% of the purchase decisions in the home, they’re statistically more active online, and tend to maintain longer session times on websites. Plus, they’re natural ‘window shoppers’ — in the physical and virtual world.

That said, in the past year, the men’s ecommerce market has seen more than a half dozen ecommerce launches, including Mr. Porter, Birchbox Man, and Dollar Shave Club. Here are the six major trends driving this growth.

COMPETITOR

KEY INFLUENCERS@MichaelAusiello 1,142,314 Followers@Clash_Music 20,251 Followers@Huskmag 825 Followers

Bastille fans, check out our 

new blog post where you 

can watch a video round up 

of our May Islington 

Acoustic Session

One Day I'm Going to Soar 

is a concept album with an 

unreliable narrator, a 

comeback LP about being 

stuck in a self­defeating 

cycle, and a.....read more

sorry to America- but THIS is my favorite mod-era..…

@JEssica5 hour ago

John 5 hour ago

Elliot5 hour ago

STORIES FOLLOWED

NEWSSOCIAL ePERFORMANCE

5 RETWEETS@Dazza!eld@Sarahkj@FashionJ@hjward@JoshM

41224

@

54% 40% 6%

+3480 @45

12 @75

11Fa

cebo

okTw

itter

Pint

eres

t

-345

REPORT UPDATE Name:Position:Last Log On: 18:53

20th June 2012

Oli CulchethComms Manager

Social Reaction

45 Mentions Worldwide

10%30%60%

KEY INDUSTRY

COMPETITOR

GQESQUIREVOGUE

STORIES FOLLOWEDFringe theatre: JW Anderson closes men's fashion week with a !ourish

Exclusive SneakPeek: Missoni Spring/Summer 2013

The New Strategy for Excellent Summer Dressing

NEWSSOCIAL ePERFORMANCEREPORT UPDATE Name:Position:Last Log On: 18:53

20th June 2012

NEWS COMMENTS509

432 World Comments

Oli CulchethComms Manager

Trends & News

COMPETITOR

STORIES FOLLOWED

SOCIAL VALUE + 17%

COMPETITOR MENTIONS -5%

DIRECT TRAFFIC +33%

NEWSSOCIAL ePERFORMANCE

10%30%60%

KEY TRAFFIC45% WEB TRAFFIC55% MOBILE TRAFFIC

REPORT UPDATE Name:Position:Last Log On: 18:53

20th June 2012

309 UK Visits

539 World Visits

Oli CulchethComms Manager

Data Analysis

LIVE FEEDREPORT

ePERFORMANCE

NEWS

SOCIAL

DIRECT TRAFFIC +33%

TWITTER SENTIMENT

22/06/12ePERFORMANCE

Bryan Paijit We are at a turning point in history: The next stage of evolution in the way we interact with the world is… read more »

John T1 hour ago

22/06/12 www.thesartorialist.com

On the Street…..Prince St, New York

22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

One Day I'm Going to Soar 

is a concept album with an 

unreliable narrator, a 

comeback LP about being 

stuck in a self­defeating 

cycle....read more

Daves3 hour ago

www.trendwatching.com

Web Page - Conversion rate: 40%

ePERFORMANCE 22/06/12

TOP BROWSER VISITEXPLORER -11%ePERFORMANCE 22/06/12

SOCIAL VALUE + 17%ePERFORMANCE 22/06/12

COMPETITOR MENTIONS-5%ePERFORMANCE 22/06/12

REF: 123474Sales View: 55%

www.thesartorialist.com

On the Street. Rive Gauche, Paris

22/06/12 www.thesartorialist.com/

A strong challenge coming up from Bottega

22/06/12

TRENDS

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

our #EC1 tailors are going a fine job at @Pitti_Immagine...

Ben Sherman Fans1 hourå ago

Site Usage -5%

20th June 2012

Name:Position:Last Log On: 18:53

Jonh T1 hour ago

For all men, if you are into village style and willing to pay city price. this is the place for you to shop.

For all men, if you are into village style and willing to pay city price. this is the place for you to shop.

Oli CulchethComms Manager

ePERFORMANCE

NEWS

SOCIAL

20th June 2012

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

www.thesartorialist.com/

A strong challenge coming up from Bottega

22/06/12

www.thesartorialist.com

On the Street. Rive Gauche, Paris

22/06/12

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

www.thesartorialist.com/

TRENDSA strong challenge coming up from Bottega 

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Bastille fans, check out our new blog post where you can watch a video round up of our May Islington Acoustic Session

Ben Sherman Fans1 hour ago

/www.thesartorialist.com/

TRENDS

On the Street…..Prince St., New York

date:22/12/07 

One Day I'm Going to Soar 

is a concept album with an 

unreliable narrator, a 

comeback LP about being 

stuck in a self­defeating 

cycle, and a.....read more

Daves3 hour ago

Jessica5 hour ago

our #EC1 tailors are going a fine job at @Pitti_Immagine...

Ben Sherman Fans1 hour ago

Jonh T1 hour ago

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

@Styleseer 7 hour ago

Bryan Paijit We are at a turning point in history: The next stage of evolution in the way we interact with the world is… read more »

John T1 hour ago

22/06/12

Fringe theatre: JW Ander-son closes men's fashion week with a !ourish

22/06/12

And I so love when my man 

wears a SoHo fit button 

down.

Lisa S. Chung8 hour ago

For all men, if you are into village style and willing to pay city price. this is the place for you to shop..… read more »

date:22/12/07 

Ben Sherman Fans1 hour ago

6 Hot Trends Driving Men’s 

Ecommerce: Mashable

@HenryJT7 hour ago

How to save the shopping hight street against

22/07/12

For all men, if you are into village style and willing to pay city price. this is the place for you to shop..… read more »

Ben Sherman Fans1 hour ago

6 Hot Trends Driving Men’s 

Ecommerce: Mashable

For all men, if you are into village style and willing to pay city price. this is the 

Bryan Paijit We are at a turning point in history: The next stage of evolution in the way we interact with the 

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Name:Position:Last Log On: 18:53

Oli CulchethComms Manager

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Fringe theatre: JW Ander-son closes men's fashion week with a !ourish

22/06/12

www.thesartorialist.com/

GQ MAGAZINE

22/12/07

This winter H&M will be showcasing an influx of avant­garde, deconstructed and 

individual designs, brought to the public through an unforeseen collaboration with the 

mysterious fashion house Maison Martin Margiela.

The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch 

designer is never photographed or appears after his fashion shows), will undoubtedly 

bring its own brand of conceptual design to the mainstream high street shop. Martin 

Margiela has never been known to conform to the sartorial­ norm,  creating his clothes 

through deconstruction, allowing the creative process to visible upon the garments and 

playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection 

were made from the re­creation of their pattern pieces, either in a multitude of sequins 

or through being encased in plastic.  

The Sartorialist

On the Street… Prince St, New York

ePERFORMANCE

NEWS

SOCIAL

20th June 2012

Name:Position:Last Log On: 18:53

FACEBOOK

TRAFFIC

TWITTER

TONE

23Retweets

@33 Mentions

19Photos

80 Likes

10 Shares

55%DESKTOP

45%MOBILE

70%POSTIVE

30%NEGATIVE

Oli CulchethComms Manager

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Fringe theatre: JW Ander-son closes men's fashion week with a !ourish

22/06/12

www.thesartorialist.com/

GQ MAGAZINE

22/12/07

This winter H&M will be showcasing an influx of avant­garde, deconstructed and 

individual designs, brought to the public through an unforeseen collaboration with the 

mysterious fashion house Maison Martin Margiela.

The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch 

designer is never photographed or appears after his fashion shows), will undoubtedly 

bring its own brand of conceptual design to the mainstream high street shop. Martin 

Margiela has never been known to conform to the sartorial­ norm,  creating his clothes 

through deconstruction, allowing the creative process to visible upon the garments and 

playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection 

were made from the re­creation of their pattern pieces, either in a multitude of sequins 

or through being encased in plastic.  

The Sartorialist

On the Street… Prince St, New York

ePERFORMANCE

NEWS

SOCIAL

20th June 2012

Name:Position:Last Log On: 18:53

FACEBOOK

TRAFFIC

TWITTER

TONE

23Retweets

@33 Mentions

19Photos

80 Likes

10 Shares

55%DESKTOP

45%MOBILE

70%POSTIVE

30%NEGATIVE

WHAT ACTION WOULD YOU LIKETO TAKE?

Oli CulchethComms Manager

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Fringe theatre: JW Ander-son closes men's fashion week with a !ourish

22/06/12

www.thesartorialist.com/

GQ MAGAZINE

22/12/07

This winter H&M will be showcasing an influx of avant­garde, deconstructed and 

individual designs, brought to the public through an unforeseen collaboration with the 

mysterious fashion house Maison Martin Margiela.

The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch 

designer is never photographed or appears after his fashion shows), will undoubtedly 

bring its own brand of conceptual design to the mainstream high street shop. Martin 

Margiela has never been known to conform to the sartorial­ norm,  creating his clothes 

through deconstruction, allowing the creative process to visible upon the garments and 

playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection 

were made from the re­creation of their pattern pieces, either in a multitude of sequins 

or through being encased in plastic.  

The Sartorialist

On the Street… Prince St, New York

ePERFORMANCE

NEWS

SOCIAL

20th June 2012

Name:Position:Last Log On: 18:53

FACEBOOK

TRAFFIC

TWITTER

TONE

23Retweets

@33 Mentions

19Photos

80 Likes

10 Shares

55%DESKTOP

45%MOBILE

70%POSTIVE

30%NEGATIVE

WHO WOULD YOU LIKE TO SHARETHIS ARTICLE WITH?

Sarah DayGroup HR Director

Oli CulchethComms Manager

FACEBOOK

TRAFFIC

TWITTER

TONE

23Retweets

@33 Mentions

19Photos

80 Likes

10 Shares

55%DESKTOP

45%MOBILE

70%POSTIVE

30%NEGATIVE

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

This look is perfect the right amount of print mixing and i love white in the winter..… read more »

Styleseer 7 hour ago

Fringe theatre: JW Ander-son closes men's fashion week with a !ourish

22/06/12

www.thesartorialist.com/

GQ MAGAZINE

22/12/07

This winter H&M will be showcasing an influx of avant­garde, deconstructed and 

individual designs, brought to the public through an unforeseen collaboration with the 

mysterious fashion house Maison Martin Margiela.

The ultra­discreet 'maison', founded in 1988 by its retiring namesake (the Dutch 

designer is never photographed or appears after his fashion shows), will undoubtedly 

bring its own brand of conceptual design to the mainstream high street shop. Martin 

Margiela has never been known to conform to the sartorial­ norm,  creating his clothes 

through deconstruction, allowing the creative process to visible upon the garments and 

playing with unusual proportions. Indeed, dresses in the house's S/S '12 collection 

were made from the re­creation of their pattern pieces, either in a multitude of sequins 

or through being encased in plastic.  

The Sartorialist

On the Street… Prince St, New York

ePERFORMANCE

NEWS

SOCIAL

20th June 2012

Name:Position:Last Log On: 18:53

Sarah DayGroup HR Director

YOUR MESSAGE HAS BEEN SENT.RETURN TO MENU?

Oli CulchethComms Manager

ePERFORMANCE

NEWS

SOCIAL

DIRECT TRAFFIC +33%

TWITTER SENTIMENT

22/06/12ePERFORMANCE

Bryan Paijit We are at a turning point in history: The next stage of evolution in the way we interact with the world is… read more »

John T1 hour ago

22/06/12 www.thesartorialist.com

On the Street…..Prince St, New York

22/06/12

www.guardian.co.uk/fashion

Fringe theatre: JW Anderson closes men's fashion week with a !ourish

22/06/12

One Day I'm Going to Soar 

is a concept album with an 

unreliable narrator, a 

comeback LP about being 

stuck in a self­defeating 

cycle....read more

Daves3 hour ago

www.trendwatching.com

Web Page - Conversion rate: 40%

ePERFORMANCE 22/06/12

TOP BROWSER VISITEXPLORER -11%ePERFORMANCE 22/06/12

SOCIAL VALUE + 17%ePERFORMANCE 22/06/12

COMPETITOR MENTIONS-5%ePERFORMANCE 22/06/12

REF: 123474Sales View: 55%

www.thesartorialist.com

On the Street. Rive Gauche, Paris

22/06/12 www.thesartorialist.com/

A strong challenge coming up from Bottega

22/06/12

TRENDS

Details... The Frayed Collarwww.thesartorialist.com 22/06/12

our #EC1 tailors are going a fine job at @Pitti_Immagine...

Ben Sherman Fans1 hourå ago

Site Usage -5%

20th June 2012

Name:Position:Last Log On: 18:53

Jonh T1 hour ago

For all men, if you are into village style and willing to pay city price. this is the place for you to shop.

For all men, if you are into village style and willing to pay city price. this is the place for you to shop.

Oli CulchethComms Manager

How are we goint to charge for it?

A reduced setup cost for our first client in return for IP,

Next clients:

We will charge according to the complexity of the setup

as well as a monthly fee.

plus a monthly fee.

Sensemaking Decisionmaking

Collaboration

Learning