The Future of Fads

Over the past couple weeks, we as a group have looked at different related topics on how the fashion industry uses social media. We analyzed demographics, designer brands, and celebrities and their interaction within the fashion industry and what type of impact they have on social media. A common trend that was seen across all three different topics covered was that content must be updated frequently and be effective. The fashion industry uses specific social media outlets such as Twitter, Snapchat, and Instagram to reach the audience. Fashion companies such as Nike will endorse a celebrity in exchange for them representing their clothes/brand on social media. This is effective for Nike because more millennials will see the clothing on the celebrity and want to buy it. This works with designer brands as well. When designers get new clothes or want a new look they will use Instagram to post the outfit or twitter.

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Hand holding a Social Media 3d Sphere.

A new emphasis on honesty, trust, and loyalty through social media from the fashion industry has helped it acquire a new taste.  The use of live streaming allows a more personal experience with fashion week going on in New York City as well as Paris, two of the biggest places for fashion. Designer brands, such as Dolce & Gabbana controlled live streaming by giving an inside look of what is behind the scenes. It also allowed the viewers to get a more personal experience with the models associating it with the brand. It widens the audience, allowing thousands of views from anywhere. Social media apps such as snapchat also has live streaming by posting stories. It again allows people from all over the world to check in and watch what is going on in fashion. The last topic I talked about, which was how fashion deals with race on social media and how it rarely shows models of color. When showing models of color on social media they are photoshopped to have lighter skin or shown in a stereotypical way that doesn’t help normalizing race in everyday culture. The purpose of social media in fashion is to promote. By including models of color on social media builds a stronger community  in fashion and while doing that will reach  as  a new audience and viewers. The key take away between demographics, celebrity endorsements, and race is that it all ties together and leads to the same point that fashion needs social media to keep their audience attentive and to make business successful.

Companies that are in fashion need to be growing with technologies and internet by adapting to it. Right now the biggest fashion industries are following 4 common social media trends to help raise sales. These are:  1. recognizing that your customer’s are telling the story, not you. Let them help with the brand image and this will help drive sales. 2. Make influencers a big part of marketing. The consumers trust other consumers more then they trust the company.  3. Work with other brands or companies to help promote each others brand and products. 4. Allow up-selling to occur on social media. Allowing fashion companies to follow these techniques for social media and incorporating it into the industry drives business.

Fashion industries have started to ask their customers what they want, and they reach them by social media. By asking them what they want out of the company, this allows them to promote the items through Facebook, Pinterest, Instagram and other social media vehicles. This proved to have the consumer spend more on websites if they are more likely to get free shipping or something else out of it. Since online shopping is becoming more popular this puts a bigger emphasis on links on social media that will take you directly to a certain site or clothing piece.

Blogging is highly used in fashion industry and has become one of the biggest trends in the industry. The consumers go to blogs to get more knowledge about a brand, or a product as well as reviews. Now these blogs are used as research for fashion industries to know more about their brand and hear all the buzz that people are making. This gives fashion media research to use to set objectives and evaluation their company.  The main purpose of this is to allow the public to be the leaders of fashion-making instead of the designers or celebrities.

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Screenshot of Kylie Jenner promoting her new lip gloss

By analyzing all this information it is  notable that social media is a huge influencer on the fashion industry. Whether it is Dolce&Gabbana’s social media live stream of fashion week, Kylie Jenner’s Instagram of her nee lip gloss, or an African American model on a Facebook campaign for a clothing brand,  all these reach various constituents and continue to grow. The transition from traditional media to new media is adapting the industry and shows the grow of the industry as a whole by making these changes.

By: Corinne Schmidt

Social Media Demands Models of Color

In the past, fashion would strictly use white people in ads. There was no diversity in social media and the industry only portrayed whites. Racial tension increased due to only white models being portrayed within the fashion industry, and a bigger divide between the races was created. Now, fashion companies have incorporated more diverse models into their media and campaigns. The fashion industry uses social media as an outlet to incorporate different races into the industry and are now able to reach out to new audiences. The effect of this allowed for a greater following as well as more consumers interested in certain fashion brands. There have been fashion campaigns such as TotallyHer that gives females the opportunity to look at certain companies who offer more opportunities to women in the fashion industry as well as reaching different races. This site allows users to learn more about how different fashion groups are trying to use more non caucasion models.

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Zac Posen’s Instram, showing how he designs dresses for different demographics.

Designer Zac Posen started using models of color to show-off certain collections he designed. Consumers are able to see that Posen is using different models to embrace his collection and that will paint the brand in a positive light.

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Jourdan Dunn, Vogue covergirl.

Unfortunately, stereotypes are heavily portrayed when depicting native americans on social media. The fashion industry uses stereotypes which limits racial groups and encourages them to conform to fit into the ideals of today’s fashion culture. It doesn’t help that there has been so much racial tension in the past couple of years, only creating a bigger racial gap. There has been progress in the right direction, but it isn’t enough.

The use of social media is fast and effective and quickens the pace of impact. Social media is the best place to campaign for diversity in the fashion industry and has the ability to reach many different constituent groups.

By: Corinne Schmidt

Are you #livewatching?

Designers in the past had little competition and people were drawn to the company because of the name. Luxury brands now have adopted and applied social media marketing actions. Designer corporations are actively seeking out promotional strategies through social media to reach the audience which has changed from baby boomers to millennials. This drastic change has influenced marketing and advertising media in these companies because it is a different outlet of communication. Luxury is a necessity for millennials and they are constantly using social media channels, making it a necessity that the two work together.

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Dolce&Gabbana’s facebook page where it shows you how to livestream events

The luxury brand Dolce and Gabbana (D&G) realized the switch in media usage and now heavily use social media platforms such as Instagram, Facebook, and Snapchat to have conversations with their consumers. The effect of this has been positive for the company. D&G uses live streaming on Facebook to show what they are doing on a daily basis. The results that the company gets shows that large engaged audiences will remain engaged in your brand if your content is meaningful and relevant. D&G uses Instagram by having posts that contain the right content to target an audience. They use campaigns at certain times that go well with what is happening in the world. One campaign that was very successful was their “Back to School”campaign, that caught the attention of their consumers by having 4-6 posts about going back to school. D&G pin pointed: which audience they wanted to reach, which was younger (boys or girls), and targeted them in their Instagram posts.  These posts were made on Instagram because that was where they had the biggest amount of followers that were millennials and the younger generation. The company also used a new campaign during the 2015 Milan Fashion Week giving an inside look at a model’s day to day life. They posted selfies of the models on the runway to Instagram, creating a bigger following of devoted fans.The selfies allowed outsiders to get an “inside” look on model life and made it feel like the followers were also in Milan at the fashion show.

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Dolce&Gabbana’s back to school campaign on Instagram

It is hard to measure the effectiveness of a social media campaign. This can lead to less attention being put on on how well a campaign is doing if there is no measurement factor added in. Digital marketing is super important now because everything is online and the majority of companies promote branding through social media. D&G uses social media to build consumer loyalty by content. D&G is actively participating in their social media channels by creating conversations that they want to have with their consumers. They are constantly reaching out to different audiences that allow them to create loyalty and also get a bigger following. They have learned and adapted to the new ways of media and are getting more successful with each campaign.

By: Corinne Schmidt

Celebrity Benefits: Accessibility and Trust

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.

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Most popular celebrity endorsements

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.

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Rihanna’s Instagram where she is showing off her new Puma sneakers

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

Traditional vs. New Media

Social media has spread to millions of different users and is rapidly changing the ways that corporate communication, advertising and marketing reach their constituent groups. Consumers are waiting for companies to interact with them and use different social media platforms to do so. Before looking directly into the fashion industry, we need to recognize the role social media plays in corporate communication, advertising and marketing as a whole.

The concept of branding includes the association of a company or organization through the use of identity, reputation, and image. Companies have little affect on what their brand image can be, because it comes from the constituent groups. Social media has helped create this brand communication by a feedback loop that allows communication from these constituent groups directly to companies. Corporate communication, advertising, and marketing use the social media platforms to create a positive brand image, reputation, and identity for a company. The companies benefit from using social media for customer responses and brand promotion. Companies can no longer control word of mouth and this puts more emphasis on the importance of social media marketing. The most effective uses of social media are achieved through knowing your audience and using the right social media channels. An effective message through social media needs to use a single voice across channels that gives a clear image of your company. To have an effective social media strategy the company needs to know whom they are trying to reach. This falls along the lines of audience groups, and by using different channels, companies are able to reach a wider audience.

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A graphic of Old Media vs. New Media

Brand’s are at the center of the company, meaning that a company’s Corporate Social Responsibility must also revolve around the key objectives of the company. Corporate communication, advertising, and marketing promote the company’s impact on the external environment. They analyze what the current trends are, what the people are talking about, and then incorporate this into the company. By staying on track with the buzz of there company on social media they are able to keep this conversation going and evaluate their company from what is being said about them. This feedback stage allows them to evaluate themselves on where they want their objectives to be as well as allowing them for growth in the company.

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Social media is becoming a top influencer 

In the end, corporate communication, marketing, and advertising departments want sales to increase and more consumers to buy into a company or organization, all by promoting the value of a company. By implementing a strategic plan for social media and mass communication, the company can have a conversation with their consumers. This allows the consumers to engage on a personal level and allow a better understanding of what a company is all about.

By: Corinne Schmidt