Get With the Trends

It is no secret that social media has changed the fashion industry forever – that being said, it has changed consumerism forever. Regarding social media in the fashion industry, people are far more likely to share content and photos of clothes and models than they are with other sorts of products. Fashion is a very social industry that is heavily embedded into our society, which is one of the reasons it is so prominent in social media. People are able to share their opinions online about certain brands or items of clothing that they have had experiences with, giving reviews and ratings for these products. This is another reason social media has become so powerful; interpersonal communication between fellow customers has become probably the biggest influencer when it comes to making purchasing decisions.

Social media has become an extremely powerful marketing tool. Companies are able to engage with consumers, build brand awareness and make it easier than ever for customers to buy what they want. It has also been found that companies with higher customer engagement through social media have higher sales than companies that are behind with the times; traditional, luxury brands might be in trouble if they don’t start to follow the trend soon.

One of the reasons the fashion industry is also very prominent in the social media world is because famous fashion designers are able to instantly share events that are happening in their lives with their fan base. They can use apps such as Snapchat to preview their new clothing lines, as well as film their fashion events from their perspective which gives consumers a personal, intimate, inside-look into their lives.

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Victoria Secret gives an inside-look on their 2015 Fashion Show

It is undeniably true that fashion is now everywhere, with social media being its biggest facilitator. Nowadays, the influence of someone with a large social media following is enormous. In fact, some marketing agencies for fashion campaigns will only hire people with a large online fan-base: models, photographers, make-up artists etc. It would seem that the amount of experience one has isn’t as relevant nowadays. Everywhere we look, fashion is a part of our culture, and can now be taken with us everywhere due to the advent of mobile phones.

By: Kirsten Matthewman

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Age is but a Number

Age is one of the most important demographics when it comes to social media marketing. A person’s generation affects how they think, what they value, and all in all how they live their lives. The Baby Boomer generation for example bases their purchasing decisions on the features a product has; they want to know about the product and how it functions. Millennials on the other hand, have a distrust of salespeople and traditional marketing and will base their purchasing decisions on what experiences and benefits the product can bring them. They will also do more research on a product before buying it, for example, reading reviews written by other customers online. This post will discuss the different methods used in social media marketing to reach the Baby Boomer Generation and Generation Y (Millennials).

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Infographic comparing Baby Boomers and Millennials’ purchasing decisions

Baby Boomers are currently the fastest growing constituency group with social media use. In 2011, their online use increased by 60%, proving that this is not a group social media marketers should ignore. Research has shown that Facebook is the platform that has the largest percentage of Baby Boomer presence and usage, with 84.9% stating that they belong to/use Facebook on a regular basis, showing that Facebook marketing is a key element when trying to reach Boomers. When marketing to this demographic, it is important to remember that even though they are active on social media, Boomers do not use it in the same way as other generations (such as Millennials). They mainly use it to keep in touch with family and stay updated on current events, so it is vital to keep their content relevant. Advertisements and such should avoid the use of current slang and fads that younger generations are into.

When it comes to targeting Millennials, social media is probably the most important element to include in a marketing strategy. This age group is more or less constantly on their phones, and continuously taking in information on the go. Active on more platforms than any other age group, practically every social media site can be used when pursuing this demographic. Having access to a mobile phone almost 24/7 means that they are able to find information immediately, therefore, content should be quick and easy to access. If this component is ignored, then millennials will get bored and impatient with the site or ad and find something better to do.

Social media can be used in a variety of ways to target virtually any age group. When targeting a certain generation, it is important to consider what they value most and how they spend their time in order for a campaign to be successful. Fashion companies especially should research their demographic thoroughly to find out how they use social media platforms.

By: Kirsten Matthewman

Ready, Aim, Fire: Targeting Consumers

In recent years, social media has globally taken over and has become an extremely effective communication platform for companies to interact with and market to their consumers and potential consumers.

Social media has enabled people to have plentiful access to huge amounts of information, as well as being able to share it with others. This has therefore made it possible for consumers to avoid marketplace exploitation, meaning they are a lot less likely to simply believe traditional advertisements and are more likely to look into whether or not a product or service is actually worth their time and money. Other than this, social media

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Companies are able to highly target consumers through social media

has also made it possible to highly target consumers. Nowadays, companies are able to track a person’s online activities and use that information to determine their lifestyle, their demographics, and other factors that could influence what they are most likely to buy/use. Companies are then able to send their advertising messages to the exact type of customer they are targeting.

Using social media as a marketing tool also means that a brand has the potential to build its awareness among the public. Nowadays, a huge amount and variety of people are currently using the Internet in their everyday lives, meaning that it is easier for a brand to make themselves known amongst the public. By having large followings on social media sites, a brand is able to reach thousands, if not millions, of potential customers everyday.

There are two types of social media communication, in terms of marketing. One is paid. This is where the company pays for advertisements to show up online and on social networks, and the other is organic. Organic content is created by the company itself, and can often lead to something called earned media. Earned media is what happens when consumers share their opinions and promote the company with others, either online or by word-of-mouth.

By: Kirsten Matthewman

Introduction

This blog was created as a group project to provide in depth information on how the fashion industry communicates through the use of social media platforms. Our first focus for this blog will be analyzing how professionals in the fashion industry establish branding through celebrities. The second focus of our blog will examine how designers use mobile applications to reach millennials. Lastly, our blog will evaluate how fashion companies reach constituencies of all demographics and how they are effective.