I know I usually use this platform to sell you trends and link you to the fashion pieces I've been dreaming about but I wanted to talk shop with you about something I am really passionate about; social media marketing. Mainly because I find the topic really interesting, but also because as a consumer, its important you understand the difference between product placement, and trends in fashion. For those that don't know I have recently undertaken a second degree at university in Marketing. I love social media, I love advertising and I especially love combining the two! This is new avenue for marketing and it's exciting. Opening a new window of opportunity for brands, trends and consumers to interact with each other. 

If you are on social media of any kind (Facebook, twitter, instagram) then you would have seen this. Influencers, celebrities, girls in bikinis with lots of followers promoting products they have been 'gifted' by companies. If you follow me on instagram (@jssirite) then you will know I post a lot of sponsored posts to my account. I am often asked how this works, how I am contacted and if I am paid for the posts, so I wanted to fill you in! In the hope of providing a better understanding of how this all works and how to identify product placement in your feed!  

This year Calvin Klein unveiled the “Show yours. #mycalvins” campaign for its Calvin Klein Underwear division – via proxy. It was a first for the 45 year-old company, one that is known for its tightly-controlled corporate image and slick marketing campaigns that adhere to the in-house mantra of clean, modern, sexy, classic. The campaign was kicked off via a single Instagram "selfie" taken by Miranda Kerr, who isposing in a grey T-shirt and a pair of jeans with the fly open to reveal a pair of white Calvin Klein Underwear knickers. Posted to her 4.2million Instagram fans, it was captioned  "<3 my new Calvin's #mycalvins #ad .An avalanche of similar  portraits were subsequently posted to Instagram by more than 200 hand-picked “Influencers” from 25 countries. Campaign participants included celebrity names such as Miley Cyrus, Nicole Richie, Fergie, Iggy Azalea, Kendall Jenner, Trey Songzs, Vanessa Hudgens and Cody Simpson. This doesn't include the countless number of bloggers and influencers who jumped on board. 

The company is calling it an "unprecedented success". According to Calvin Klein the #mycalvins campaign reached 200million fans worldwide via Calvin Klein’s own social media accounts and the Influencer posts and generated six million fan interactions. The most “liked” post was generated by Kendall Jenner (1million+). It was recently revealed by FELLT Industry that Calvin Klein Inc now devotes nearly a quarter of its marketing budget to digital, with social media Influencers playing an increasingly important role. 

What followed exceeded Calvin Klein's marketing expectations, thousands of unpaid users jumped onto the advertising campaign, uploading photos to their own accounts wearing their own CK underwear with the hashtag #mycalvins. The campaign had successfully transitioned from a clever marketing ploy into an instant trend, taking social media by storm.

Are Calvin Klein the only company doing this? no. I'm sure you've seen the Skinny Me Tea and Triangle Swimwear ( just to name two) campaigns all over Instagram. Companies are regularly selecting 'influencers' to send products to in exchange for posts. Influences are usually selected by their following count and audience interactions (likes and comments). Also the content of a persons Instagram highly dictates what products they might be sent. Most brands like to target two market streams; 1. celebrities or highly popular accounts with a strong following (50k + followers) and 2. local influences; people with 10k+ followers and strong audience interactions. How much the influencer is paid depends on the influencer. Some accounts have set fee's. Some accounts post for free in exchange for products and other accounts (like myself) use a combination of both. In terms of the CK campaign, one blogger who was involved with the campaign told FELLT Industry they were paid US$7500 for their single #mycalvins post on Instagram and said others had told them they received US$10,000 for their posts. Why do some influencers charge a fee and others don't? 
Some influences are better-known than others, and it can depend on the expenses of posting and what is required by the companies. Needless to say a big name fashion model such as Kerr would not be participating in any kind of Calvin Klein campaign for even US$10,000 per post. A single instagram post from Ms Kerr is reportedly between US$50,000-100,000.

In terms of what is required of the influencer, each product is different. Some companies I have worked with are easy, they leave the contents and timing of the post up to me and just ask that I post a photo of the product to my Instagram tagging the company in the post. Other companies however have more requirements. A company I recently negotiated with required several posts, the first within a 7 day time period of receiving the product. I wasn't paid for the posts, however I was allowed to chose whatever I liked from their website to photograph and keep. Other requirement have varied from asking for the pictures to be taken against a white wall to what captions I use. A company I have recently signed on with doesn't even require me to post, they will gift me with product monthly and it will be optional as to weather I want to promote them on my platforms. 

From my personal experience, each company is different and I use my discretion to choose which companies I want to work with! I want my feed to be a combination of authentic posts and product placements that I am passionate about. I like to support brands that I like and I think my followers would enjoy (yes I have turned down all skinny tea-tox offers to date haha). I think marketing and product placement on social media is most successful when the influencer generally enjoys the product they are promoting so I always self-check before I say yes! 

As a marketing student, understanding and learning about what my audience wants is forever fascinating to me. By understanding  this I can generate the most benefit for the companies I am working for and the audience following my posts.  Eventually I hope to make a career from what I have learnt about the art of social media advertising and one day, maybe, be the brains behind a campaign like #mycalvins. 

I don't think theres much I need to write here to convince you that you need white shirt dress, the pictures say it all! But for those of you that still need convincing I've quickly summarised my argument in dot points below, mainly because I am supposed to be working on a university assignment, but also because I believe the perks of owning a white shirt dress speak for themselves.  

Pro's of owning a white shirt dress

• Its the perfect transeasonal piece
  
• Easily layered with leather pieces for winter
  
• Effortlessly cool paired with wedges and aviators in summer
  
• It will take you from day to night
  
• Its timeless and age-less! 
• Perfect for any body shape; focus on length and emphasising the waist for your best shape
• Can be cinged (not sure if real word or not)  at the waist with a belt (thin belts are best) or you can leave it unbelted 
• There something super sexy about wearing an oversized shirt (trust me on this, men find this look strangely alluring) 
  
• Easy to chuck on in a rush and easily restyled with different accessories for a new look each time
  
• Travels well; this is on my essential travel pieces list (blog post to come) 
  
•  Looks amazing with a summer tan
  

Con's of owning a white shirt dress

• There are none. 
  

I've always been terrible at maths, but this is one formula I am determined to master. A University of North Carolina study has attempted to create a formula (of sorts) behind what it takes to look fashionable by looking at the link between colour co-ordination and fashionableness. They considered two extreme ways of dressing - matched, and clashing. They asked 239 men and women to judge colour combinations in men's and women's clothing based on how much they liked it, how good it was, and how fashionable they considered it to be. The result found that "maximum fashionableness" is achieved when outfits are "neither too co-ordinated nor too different." For laymen, it means that an outfit is considered fashionable when it hits the sweet spot between being matched and clashing - the "Goldilocks principle" of being just right. 

It's easier said than done! In honour of those who got it right, I've put together a post of my favourite everyday outfit inspos!

Unlike the Isabel Marant take over of 2014, 2015 is all about the flat soled sort of sneaker you could actually jog around the block in. Credit needs to be given to the creators of this trend, to the women who wore it before they probably should have! Sneakers paired with street wear surely started on the feet of city living office ladies who were willing to sacrifice their appearance in order to get to work without blisters in the morning! I swore I would never, neeeever be one of them but I have to admit defeat on this one, because hey if Burberry are doing it, I'm not going to argue! I haven't felt comfortable opting into it as yet, however I was once at Melbourne zoo and saw a young girl wearing her nike free runs with black cropped skinnies, an oversized white tee and a puffer vest. I have to admit it look pretty good, and I think I might attempted something similar for uni this winter! 

With the party season upon us I have been looking to top up my wardrobe with some new pieces that can take me from christmas day to new years night! One trend I am eager to test out is the culotte! I've decided to invest in a black high waisted pair. I wanted to spend minimally on this piece and headed to asos.com -they have plenty of options! To pull off this cropped silhouette I've taken my cue from Lily Aldridge who paired hers with a minimal midriff top! I think this keeps the look sleek and sexy, because lets face-it the culottes doesn't naturally scream attractive! Keep an eye on my instagram page over the next few weeks to see my take on this trend in action! 

Click here to start shopping 

I'm in the middle of a purchase dilemma.
 I've fallen in love with the Senso Riley IV all thanks to the above image! 

But I'm torn between colours! Practical black that I know I will wear everyday? 
Or refreshing white that will fit in with a pastel summer wardrobe! 
I know the obvious solution is to buy both, but being the poor uni student that I am I'm going to have to settle for one pair
*sigh*

I constantly find myself in this predicament!
Torn between the practical and the 'ohh but red leather looks so pretty' decision. 
I try to keep my wardrobe to neutrals, especially as Im still a student 
(who has to reluctantly spend all her money on textbooks) 
I pride myself on making smart investments that will last me more than one season! I find that everything wears better in black or white anyway. You can't tell how new season (or really really reeeeeaally last season) it is and nobody really notices when you wear it over and over again! 

With that said, I think I'm going to go for the white 
...knowing I'll be back to buy the black in a few weeks when I convince myself how practical two pairs will be haha! 

To purchase a pair for yourself (and one for me to please) head to senso.com.au or use the direct links below! 
PURCHASE black RILEY IV HERE            PURCHASE white RILEY IV HERE

After Chanels's spring show 2014 we've been seeing pearls everywhere, the bigger the better! 
They've been given a modern make-over!  With the oversized 'pearl' necklaces (and matching rings and bracelets) shown for Spring 2014 -the giant jewels have already managed to cover Vogue Italia January worn by Julia Nobis, Vogue Australia January on Jessica Hart and Harpers Bazaar UK February, worn by Chanel spokesgirl Keira Knightley. 
Most recently my favourite LB graced Elle Australia in Ryan Storer pearls!! 

In terms of Spring / Summer jewellery trends - This is going to be a big one! 

I am utterly obsessed with this denim duo from AJE! 
The James Jacket & the Oxford Mini Skirt can be pre-ordered from www.aje.com.au 
I desperately want the skirt especially! A classic take on one of our favourite Aje Skirts! 
The denim skirt is high waisted, fitted with a scalloped hemline!  
I neeeeeeeed! 

'New Mood' is the aptly named newest SS14 collection by wardrobe favourite Witchery! 
The collection showcases a whole new face of Witchery opening the brand up to a new fashion forward customer. 

The David Jones Spring Summer 2014/15 launch kicked off in Sydney last night. Jessica Gomes opened the show in a new name to David Jones, Manning Cartell! I love technology because I wasn't able to make it to the show (invite lost in mail, obviously) 
I was able to jump online and watch the catwalk live from my own lounge room!  
Being the good student I am, I took notes for you all! 

Manning Cartell: Burnt orange added a fresh twist the the labels black & white palette. 

Camilla: Typical bohemian prints that Camilla are famous for! Couldn't help feeling like we've seen it all before TBH!

Alice McCall: Stong 70's influences in bold prints & wide leg jumpsuits. 

Bec & Bridge: Party dresses in body-con cuts and shades of nude & black! 

Josh Goot: Striking black & white print that was reminiscent of a Finders Keepers the Label style we saw earlier in the year (hmm) 

Ginger and Smart: Office style pencil dresses in animal prints

Scanlan Theordore: Pencil dresses with draped, open backs & long skirts paired with midriff-baring crop tops. 

Camilla and Marc: sporty meets nautical 

Zimmermann: Seafoam was the colour of the collection in wearable off-duty attire with flirty off-the-shoulder cuts and sculpted hemlines. 

Its end of season sale time! 
The best time to stock up on coats, knits and ankle boots for next winter -with up to 70% off most labels!
Its actually my favourite time of the year to purchase shoes!! 
Above are my pick of shoes from the Nasty Gal sale... Starting at $43 how can you go wrong!!!! 

As the competitive shopping market grows, more and more stores are recognising the value of rewarding and encouraging customer loyalty. The growth of the online market in-particular has had several major consequences for businesses. Customers have less opportunity to form strong relationships with a business through in-store interaction meaning that it is harder for consumers to feel loyal to a business and therefore consumer feels less 'guilt' shopping around for the best price! Additionally consumers have more opportunity to compare price and quality between business. Instead of travelling store to store, we simply now open a new tab in safari! As a result businesses have had to develop unique reward schemes that attract and encourage shoppers to purchase with them! For example, loyalty is built by keeping in touch with customers using email marketing or tracking customer purchases so products can be tailored towards each market directly i.e. the email you receive an email from ASOS reading "you may also like" or "we recommend".  As the consumer, not only should we be aware of this, but there are several things we can do to make sure we are optimising these rewards! Being a uni student defiantly restricts my shopping budget (which makes me sad) so I have learnt a few tricks over the years to making sure I don't have to miss out completely! My first tip is to subscribe to EVERYTHING! Visit the Facebook pages and website of your favourite brands and sign up to receive notifications of new stock and sales. This means you are always first in the know when your favourite labels are launching new ranges (read: discounting old ranges) or offering special promotion codes on purchase! You know the old saying, first in best dressed! One of my favourites is The Birdcage Boutique as they are constantly rewarding your shopping habits with discount codes, shopping promotions and they also let you know as they add new items to sale! Green With Envy boutique are also fantastic for this! Once you have purchased from the store you can become a VIP entitling you to first picks on sales before the general public is notified!  
A second thing you can do is to contact your favourite boutiques shops directly! Let them know when you have an event coming up or you are on the market for some new season pieces! Not only can this save you time trawling through tabs (or racks) but its forms a relationship with the business! This allows the staff and buyers to get to know your style and shopping habits! I guarantee in no time they will be flicking you lookbooks of new season arrivals or calling you when something arrives in-store to your taste and budget! You'd be surprised how much $$ and time this can save you in the long term! 

I love everything about this Aussie label! In my eyes Maurie & Eve always get it right! 
Their collections are full of pieces I want to be wearing and their latest Spring 14 campaign is no exception! 
My wardrobe is lacking tops at the moment and these are four pieces I would love to own! 
Follow the corresponding links to the Maurie & Eve website to checkout the rest of this must-have collection.

Leopard mules, chambray wrap around shirt, stripey singlet and white jeans - Miranda Kerr is effortlessly cool!

For a simple everyday chic look I love pairing faded denim, white tee with a touch of leopard.

I’ve recently gone a little OTT with the Ebay buying up big on costume jewellery pieces. 
It all started with a picture I saw of Beyonce wearing an thin gold body chain under a grey crop top. 
I know what you are thinking... what could be more fabulously classy than a body chain, right? 
(please have some faith in me and read that last line with sarcasm). 

Regardless I’ve always love the way gold jewellery sparkled against sun kissed skin and blame it on the beyonce, 
 I decided to add a little hood to my jewellery collection (how can you go wrong for $1.20 and free shipping from china). 

 I’ve had a lot of fun layering over tops, under pieces and mixing with my other jewellery! 
I am really in love with the look of layered thin gold jewels and I think these affordable piece 
 will be a really fun way to mix up my everyday wardrobe!
Plus I think theres something mysteriously attractive about wearing lots of jewellery,
 it adds sentiment to your wardrobe -even if that sentiment is that you shop on ebay. 

To start your own little collection, try this Thin Gold Ring pack from Sabo Skirt for only $10 

P.s It did take me a good couple of days to work out how to put the body chain on ^^  
these things should come with instructions!