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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Professional Athletes: The New Fashion Icons

Around the world companies have used athletes to promote their brands since the 1930s, when baseball legend Babe Ruth endorsed a soft drink brand called Red Rock Cola.  Since then, the times have changed and social media has taken over in brand marketing and brand promotion.  The key for fashion brands is choosing the right athlete to endorse your product. These athletes need to seem like they would be an authentic customer of the product, fashion line, or service that they promote.  Trustworthiness and credibility for the brand are most important.  They need to be believed in the eyes of the public.  This results in fans and consumers buying the EleVen athletic wear that Serena Williams promotes on Instagram and the striving ballers purchasing the newest LeBron James Collection basketball shoes because LeBron states he is an all-around better player while wearing them.

Brands reaching into the social communities of these athletes is the smartest thing they can do.  Even an announcement from a brand signing a celebrity or athlete will make the stock prices of the company rise.  Just one endorsement can increase sales by 4%. Brands utilizing Usain Bolts social media accounts create a personal interest in his fans and followers.  TV commercials and billboards are easy to classify as staged productions, whereas Twitter, Instagram and Facebook profiles make the promotion significant and much more attractive to viewers.

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Follow @mariasharapova on Instagram to see how she promotes Nike

Maria Sharapova partnered with Nike to promote their brand.  Not only did she build a successful tennis career, but also a large number of followers across her social media profiles.  With 1.8 million followers on Twitter, over 15 million fans on Facebook, and 164,000 on Instagram, she is one of the most desirable athletes for endorsements. 

The Nike Jordan shoe brand has become one of the most successful athlete endorsement campaigns in history. In 2009, statistics showed that Jordan continued to boost Nike’s bottom line with the Jordan Brand taking 75% of the basketball shoe market, and a 10.8% share of the overall shoe market in the United States. Brands must pay more than $10 million dollars just to use his imagery!  The Nike Jordan fashion line now boasts clothing from athletic shirts and shorts to accessories that include socks, wristbands, headbands, hats, backpacks and of course basketballs. Air Jordan shoes are still one of the mostly highly coveted and highest selling items in Nike’s existence.  The iconography of the “Jumpman” logo combined with innovative designs and Michael Jordan himself revolutionized the Air Jordan brand and the look of basketball footwear forever.

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@kingjames endorsing Nike Air Jordan’s

Professional athletes have been endorsing products for years, but in the last decade athletes have started endorsing brands that have nothing to do with the sports they play.  Professional athletes such as Tom Brady and David Beckham have moved to endorsing brands that are trendy and fashion centric on their social media accounts.

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David Beckham modeling for H&M’s ‘BODYWEAR’ collection

Tom Brady is known for endorsing UGG boots.  This eventually skyrocketed the launch of UGG for Men with the help of a giant spread of him sitting against a wall in GQ magazine wearing the furry boots.  David Beckham is a big endorser of fashion lines for H&M clothing.  Bodywear by H&M suddenly became more desiring.  Both Brady and Beckham are not representing themselves as professional football and soccer players on social media but rather presenting themselves as models of desire in the fashion world.  This contrasts with the Michael Jordan brand because as models they are relying on sex appeal to endorse these products instead of athletic talent.        

By: Shannon Quinlan