Kate Benson, Founding managing director of Martens & Heads executive consultancy, believes that CEOs can learn a thing or two about social media and technology from fashion designers.

Given that these are the things that we at FashionablyMarketing.Me shed blood, sweat and tears over, Benson’s theory piqued our interest, so we sat down for a chat.

FMM:  What is a common brand management issue that fashion brands face today?

KB: Today the role of brand is a critical consideration for consumers. Today people want to align themselves with brands, companies and products that really mean something to them. Purchasing is not just about consumption any more; it’s about bringing something into your life that gives you something in return. No one needs another pair of shoes – the reason for purchase has to be deeper.

Hermes is the quintessential example. They have stayed true to their brand values–heritage, quality and craftsmanship– from the very beginning. When all other brands were trying to be everything to everyone in the 1990s and beyond, Hermes stayed true to who they have always been.

The result? Absolutely no decrease in sales during the latest economic crisis. And Hermes modestly helped their customers feel less guilty when they did purchase by offering plain brown shopping bags in place of their bright orange ones. It’s also what’s preventing LVMH from gaining a controlling stake in the company.

FMM:  What role do you see social technologies playing in fashion brand management?

KB: We are just at the early stages of understanding how important social technologies and commerce are in the role of brand. Today’s consumer is not tied to singular distribution channels and mediums. The smart phone is replacing the computer in terms of accessibility, and mobile commerce is playing a huge role in the way people buy.

Even more importantly, social media is allowing customers access to brands they didn’t have before.  New technologies are allowing customers to advocate for their brands with their voice as well as their pocketbooks. This gives customers the ability to be part of the brand in a way that was never available before. It’s an incredible opportunity and the brands that don’t get on board will be left behind.

Burberry is a great example of a company embracing social technology; Burberry fashion shows have been streamed live, websites have been created to profess your love of trench coats and insiders tweet about catwalk presentations. Gucci has also used social marketing to let customers speak directly to the creative director, participate in red carpet events and develop better green initiatives. Luxury brands are starting to pioneer digital luxury marketing.

FMM:  Why are fashion designers good business models?

KB: Designer driven companies are great business models, but they cannot operate in a vacuum.  The best model is a true right brand/left brain – two person team.  Look at Domenico De Sole and Tom Ford; Marc Jacobs and Robert Duffy.  The best circumstance includes exceptional strength in an area the other does not have at all.

Fashion designers are more creative, open and willing to build relationships with their customers; they embrace and adapt technology to solve problems. They have a way of looking at everything that other people do not. Without the creative, there would be no business. Without the business partner…well, the business would perhaps not be as profitable, but you can certainly have success. It is the genius factor that these designers bring to the relationship, brand and industry that cannot be replicated. It is extremely unique and rare–which is exactly what makes it special.

FMM:  What are a few things CEOs can learn from fashion designers?

KB: Fashion designers are much more closely tapped into their customers than their ivory tower counterparts are.  Designers are creative and open in their thinking, and that is something all CEOs should be.  Designers look at possibilities rather than limits.  They are cultural ambassadors who have access to all aspects of the world from art to music to technology and beyond.  Fashion designers can translate that information and knowledge into something that lives on its own–in a very unique way.

Designers are creators, visionaries and the portal to the future.  They strive to achieve by looking ahead vs. trying to recreate what has worked in the past. Their CEO counterparts are stuck in board rooms analyzing spreadsheets–looking behind vs. looking ahead.  Designers have recognized the direction and desires of customers needs’ before the CEOs did.  While brand CEOs can learn from designers, it doesn’t stop there.

Department store CEOs may want to listen as well.   In a world that is ever-changing, it is even more critical for department stores to be agile, creative, and risk taking.   A winning formula is true merchandising pyramid with democratic prices, enabling a myriad of customers to look and buy.  This also allows customers at the high end to feel special in their luxury purchase, but smart with their democratic ones.

As a senior level brand professional or executive, how do you expand your knowledge of social media and marketing to your target customer from smaller, more independent retailers and designers?