When walking through a store, or checking certain fashion social media, you typically see familiar celebrities modeling for a particular brand. This is no accident. When you like, admire, or value a celebrity you also value what type of outfit they wear and want to replicate it, and the fashion industry has picked up on this. This type of endorsement gives fashion industries a huge advantage because of the exposure it gives to the company, corporation or brand. The use of social media that each celebrity uses promotes the brand and gives the followers a direct click to go straight to that brand’s page. This makes the company more accessible to consumers allowing them to be linked directly with the fashion site. Nowadays no one remembers a fashion campaign that doesn’t have a celebrity in it. The fashion industry thrives on using social media with celebrities to get consumer loyalty as well as product purchases.
Fashion is always changing. What is the “in” outfit one fall will be the “out” outfit next fall, and this is usually conveyed through social media. A celebrity’s social media account is where the newest trends of clothing are shown. When a celebrity shows off the first piece of clothing that is just released consumers go crazy and want to buy it. The consumers trust celebrities more than the company and this shows how the groundswell works in the fashion industry. When the celebrity posts an attention grabbing instagram that gives off something appealing to the eye, it is more than likely people will buy the product being featured. This tends to happen at a higher rate when the celebrity happens to be attractive allowing the consumer to positively think about the company even before actually looking at the clothing during this time. This type of endorsement through social media builds trustworthiness for the consumers and gives more of a humanizing factor to the celebrity because it is more reachable to the average person. The outcomes are more favorable if the celebrity is likable and ultimately increases the appeal of a certain clothing type or brand.
Brands of the fashion industry pay money and give lots of benefits to the celebrities that sign contracts with them. A typical endorsement, specifically for male athletes, make a clothing company millions of dollars depending on how many people ‘like,’ share or expose the post.The fashion industry has noticed that the traditional ways of shopping have changed, which has only put more of an emphasis of selling through social media. The fashion industry is tailored to celebrities to make it easier to promote their brands by the constant spread of information. As much as the consumer thinks the celebrity is raving about a brand on twitter, it usually is linked to that company. The horizontal revolution has actually helped the fashion industry because it allows consumers to actively see and be involved with fashion through social media.
By: Corinne Schmidt