Just the Beginning

Social media is a vital channel through which the fashion industry enhances brand engagement and marketing techniques. Twitter, Facebook, Instagram, Snap, Pinterest, and so many more are used as vehicles to promote brand identity and converse with consumers. Since fashion is constantly evolving and changing, it’s important that there are ways for companies to keep their consumers up-to-date with current events in a quick and easy manner.

Our earlier posts talked about how it is smart for companies in the fashion industry to use celebrities to promote their products since they are influencers for so many people. As consumers, we tend to trust our favorite celebrities because we feel like we know them and see them in such a positive light. We especially love to hear when someone we trust is connected with a brand name or product because (in our heads) it gives the brand more authenticity and credibility. Another advantage is that when celebrities or beauty-influencers post something on social media, it’s been proven to reach its target market quicker than would a 30-second paid advertisement shown to a general audience. If celebrities don’t just outright sell the product, but rather try to embed the advertisement by showing the benefits of it in their daily lives, then audiences will respond especially well. This can be done through simple commercials or videos spread through outlets like Twitter, Facebook, etc. This is efficient and more cost-effective than traditional advertising.

Designers use social media in a similar way. Instagram is especially popular with designers to visually show their new product lines. In a way it is replacing fashion magazines, with it’s ability to show the latest trends and products with just the touch of the finger and the scroll of a screen. Designers often use this platform to create excitement and spread word-of-mouth about upcoming fashion shows and fashion week.

Lastly, fashion companies don’t all have the same target audience. There are many different demographics to be reached that are specific to each and every company. My post focused on body types, and how some companies try to appeal to those with bigger body types, while some are more attracted to the fitter body type for their brand. This doesn’t apply to women alone. The “ideal” body type for men has gone from lean and skinny to big and muscular over recent years. However, there has been a strong movement of women promoting body-positive image in the media. Companies like Aerie have done this by campaigning with hashtags such as #TheRealYouIsSexy.

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The fashion industry has thrived now more than ever since the arrival of social media.

Undeniably, social media and the fashion industry will continue to evolve together. It’s important for companies to reach their audience by being whereever they are, and nowadays everyone seems to be online. It is a great vehicle through which the fashion industry promotes products, encourages conversations, and creates excitement for new lines and fashion events all over the world. This method of reaching consumers won’t be going anywhere anytime soon.

 By: Alanna Goodman

Hourglass Figure No More

Hashtags (#) have become a mainstream way for people to see what trending topics are popular at the moment, and also a way for people to click on their own hashtag and see who else is talking about the same thing. Consumers using peer-to-peer communication to talk about brands on social media is vital for a company’s success, since peers trust each other more than any other source. Lately, trends have been created more-so by bloggers and peer influencers than through traditional advertising.

Aerie (an underwear company) has effectively used hashtags to create conversation amongst their targeted demographic of younger women (teens through twenties) mainly through their chosen medium of Twitter. The hashtag #AerieREAL represents their campaign which has targeted average-sized girls who want to see their own body type reflected in models as opposed to the stereotypically beautiful size zero models. Their slogan “The Real You Is Sexy,” is showcased by getting everyday girls to model for them and not retouching their imperfections. They brilliantly appeal to most young women because the majority don’t have “perfect” bodies and want to wear Aerie’s underwear because they are inspired by so many women embracing their true selves. Aerie has created a lot of brand association with this hashtag and even encouraged girls to post untouched photos of themselves on Instagram using their hashtag. Sales went skyrocketing after this campaign and they even saw a 13% increase in new customers.

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This is an ad from the #AerieReal campaign on American Eagle’s website, showing women of many different body types.

On the flip side, some companies want to appeal to a fitter body type. While using women of all shapes and sizes works very well for Aerie, companies like Under Armour, or Nike for example, prefer to attract a fitter body type for both men and women. They often use Instagram to post pictures and videos of really slim or fit (and often well known) athletes to show that if you buy their shoes or other products, you can look like them too. Nike also has hashtags such as #justdoit and #nikewomen so when people post pictures with those hashtags, they can see others who have been inspired by the Nike lifestyle so much so that they promote the brand of their own free will. Nike actively uses Twitter and Facebook too to keep an ongoing conversation with their targeted demographic: athletes and aspiring athletes.

It doesn’t matter what body type a given company wants to target; what really matters is that they know where their audience is, what they want to see, and how they can reach them.

By: Alanna Goodman