An exploratory study of fashion social customer service

Abstract

Digital technology has changed the way fashion brands communicate with consumers and market their products. Moreover, the rise of social media platforms in recent years has helped to make this dialogue more appealing, inviting millions of new consumers to engage with brands on a personal level (PEW, 2013). A recent Drapers (2013) report on innovation in fashion retail suggests that 52% of fashion businesses are using social media for customer interaction and relationship management. The aim of this research is to explore the use of social media for customer service. Firstly the study will identify
the reasons why fashion brands are using this platform and secondly it will examine how brands are using it. Companies who are leading in this space are predominately American or Pure Play. To illustrate Warby Parker the innovative eyewear brand has been responding to customer service issues via You Tube clips which are now getting over 100 views (Mashable, 2013). One of the major challenges but also opportunities is that consumers use social media to complain about customer service issues (Brandwatch, 2013). ASOS has dedicated Facebook and Twitter ‘Here to Help’ accounts which allow their other social
channels to be used for PR and communication purposes thereby minimizing negative content on them (Bauer, 2013). Conversocial (2013) is a specialist social media customer service provider which has calculated that effective monitoring and reaction to social customer service can have a direct return on investment. Due to an absence of accepted theoretical frameworks this study adopts a qualitative approach, using secondary research, content analysis of social media platforms and in-depth interviews with fashion brand representatives in order to meet the research aim.