TGtS Meets... Natalie Hughes

I’m sure we aren’t the only ones who’d love to walk in this lady’s shoes, TGtS chatted to Social Media Strategist and Freelance Writer, Natalie Hughes about her life working in fashion’s digital industries. Natalie, who grew up locally and now resides in London, has an impressive client list including top brands Christian Louboutin, Matches and Refinery29.com.

We spoke to Natalie on why she thinks Social Media plays such an important role in business today; this is what she had to say…

Social Media has become such an effective marketing tool, why do you think this is?

The beauty of social media is that brands can communicate in real time, making for more reactive and consequently more meaningful interactions. Being able to speak to - and crucially, with - your audience is such a luxury.

Working closely with popular brands, how important do you think a social presence is for a business and brand identity?

It's vital. In today's digital space, brands need to own their social presence - otherwise someone else will. For me, social media is mainly about engagement - being able to communicate the brand's vision to not only your current customers, but aspirational ones, too. But more than that, it can and does lead to sales. For example, Lancome's #BareSelfie Instagram campaign drove 50% of the total sales for a new serum they were launching.

Working in the fashion and lifestyle industry must be fun, what's your favourite part of the job?

I love the fact my working week is so varied and flexible. I choose my own hours - which, to be honest, are longer than a standard working day but I so enjoy what I do that I don't mind. Plus, I'm always doing something different, be it consulting for a brand, writing a feature, illustrating or working on my blog; every day is different. With regards to social media, it's cool to be working in an industry that is changing week by week, even day by day. Plus, I am completely immersed in fashion (and when I'm at Louboutin, red-soled shoes), which I love.

Time management is one of the things businesses, and Social Media Co-ordinators, are always up against, how do you manage yours?

I spend about an hour every morning scouring social media channels and blogs, keeping abreast of what's happening online - it's important to stay reactive. Afterwards, I'll compile a realistic to-do list (there are some cool productivity apps that can aid in this although surprisingly, I prefer the old fashioned method of paper and pen). Social media involves a lot of planning - I'll spend at least half the day writing and editing posts ahead of time - although reactivity mustn't be overlooked. I also try to schedule my meetings on one day per week - otherwise I know I'll get distracted and end up wandering around the nearby shops!

Are there any Social Media campaigns that stand out to you?

I loved Calvin Klein's #mycalvins campaign. They worked with celebrities and social influencers to Instagram photos of themselves wearing Calvin Klein underwear with the aforementioned hashtag, consequently mobilising other users and fans of the brands to follow suit. The best were put into a gallery online. It was a great way to build buzz and I liked the way it simultaneously harnessed the power of a modern phenomenon, the selfie, and played on the nostalgia of the '90s Calvin campaigns. I also enjoy brands using social media in innovative ways to generate press, rather than engagement. A couple of examples are Marc Jacobs's pop-up tweet shop, where customers were encouraged to use social media - Instagram posts and Tweets - as currency, and Adidas's new app which allows users customise shoes with their own Instagram photos.

There are so many different social platforms, which is your favourite to work on and why?

I love Pinterest. It has a 50% higher conversion rate than other social platforms, which makes it a great place for brands wanting to aid their e-commerce. Plus, they're still a small, young team, open to cool ideas and initiatives. There are so many ways in which brands can utilise the platform.

What advice would you give to companies who are looking to utilise Social Media?

Check out the competition; you can learn a lot from other brands. And if you have the budget, get someone on board (in house or externally) who knows the social landscape - having expert advice (and a fresh pair of eyes) is invaluable. Obviously I am going to say that - but it's true!

Let’s be honest, you have a pretty cool job. Can you tell us about some of the amazing experiences you've had while at work?

Getting to travel the world for the global fashion weeks with NET-A-PORTER was pretty incredible. 'Pinch me' moments so far include interviewing Salma Hayek, chatting to Mary Kate Olsen in Karl Lagerfeld's old apartment, hosting an event with TheOutnet where they blew up my illustrations to life-sized proportions and lecturing on social media at Central Saint Martins last week; that was awesome.

What advice can you give to any budding Social Media Strategists that would like to work in the fashion industry?

Experience is essential, so, if you can, try to secure an internship or two in the online PR or marketing team of a fashion brand. It's also all-important to have a personal presence on the relevant platforms, so ensure you're active on Instagram, Twitter, Pinterest, etc. It will stand you in good stead. I'd also recommend keeping your eye on the ball in terms of social media and digital news - Mashable is an excellent resource for this. It's important to stay reactive.

You can keep up to date with all of Natalie's Fashion adventures on her blog; www.cannedfashion.com