Surviving Means Staying Connected

Over the past few weeks the way fashion industries use social media outlets has been dissected.  From celebrity endorsements to the world’s most renowned designers, a conclusion has been made: Twitter, Facebook, Instagram and Snapchat are the reason audiences feel inspired to purchase your product.  In a world where millennials are taking over, fashion industries are constantly striving to reach audiences of all demographics.  Not only are we able to scroll, text and swipe with the touch of a finger, but we can watch and live stream, too.  Everything is given to us right in the palm of our hands through our electronic devices and social media profiles.

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An Instagram post by @kyliejenner advertising her cosmetics

We live in a world where celebrities are idolized and followed on every social media account possible.  Who knew that “Keeping up with the Kardashians” would not just be a famous reality TV show, but instead literally mean keeping up with Kylie. Millennials want to be the first to comment, repost, favorite and purchase Kylie Jenner’s new makeup line right off of her Instagram photo within seconds of her post.  Social media has given  one of Kylie’s 78.7 million followers on Instagram a whole knew meaning.  Audiences feel connected and involved like never before.  Fifteen years ago, who would have predicted that professional athletes such as Tom Brady and David Beckham would be the faces of UGG and H&M?  We live in a society that loves to watch professional athletes on the field as much as we do on the billboards.  How are long-time, brand-name designers adapting to the social media culture?  A hashtag like “#InstaKors” seems to do the trick.  

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@uggformen is using Tom Brady as the face of their social media accounts

Our century is surviving through the ability to stay connected.  Individuals are a tweet away from the newest trend. This is creating new reputations for the fashion industry and allows them to reach constituent groups with a different outlet, creating a whole new era. 

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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

#InstaKors

From giving major labels a bigger profile, to starting the careers of some of the world’s most famous models, social media and the use of mobile applications has become the biggest and best marketing strategy for major fashion labels.  This holds especially accurate for designers like Michael Kors who has always been on top of social media, being the first brand to buy an Instagram ad.

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Michael Kors is an active user on Instagram.  Follow is account @michaelkors 

Michael Kors has been actively using Snapchat, Twitter, Facebook and Instagram in order to give his customers and top followers a sneak peak into his hottest and latest trends.  Living in a world where the public expects instant gratification, Michael Kors shows his customers the full range of looks on his social media accounts closer to when they can actually purchase them.

With 25 million followers in total, across the platforms, Michael Kors is always looking to tell his brands story on the applications his fans are using and loving.  His brand worked with Snapchat’s “Stories” feature to launch Fashion Week runway pictures, backstage shots and front-row pictures.  This was so successful that Kors had a super-social Fashion Week show too, streaming the entire show live on the Internet, asking fans to join a chat during the show using the hashtag #AllAccessKors.  This lead to the Michael Kors franchise dominating the social media rankings as the No. 1 fastest-growing and most engaging brand on Facebook.

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At the end of last year, Michael Kors  debuted “InstaKors,” which lets shoppers make purchases through his Instagram

 

Michael Kors wanted the mix of models for his spring/summer 2017 show to represent diversity.  Backstage, he made his vision come to life by implementing diversity as far as the look of the female models, and their body types.  This is extremely effective in a generation where millions of women struggle with appreciating and accepting their bodies.  The idealized woman in fashion during this decade would need to spend enormous amount of time and energy attempting to achieve something that is not only trivial but also completely unattainable.  With Michael Kors using models of different demographics on his social accounts, he is able to reach a larger target group of customers in the fashion world.

By: Shannon Quinlan

Walking, Talking Advertisements

A company’s prime objective is always to reach their target audience. If they can’t do that, then what’s the point? A common and smart way to reach a marketable audience, especially if that audience is millennials, is to use celebrities to promote your product for you. Teenagers and young adults are extremely impressionable, so it makes sense that they would want to use the same products and services as the people they look up to and want to be like. They also tend to trust their favorite stars and therefore believe in their opinions.

Depending on their targeted audience, a company may choose a celebrity of a certain ethnicity or race to promote their product to try to appeal to said audience. A celebrity’s level of attractiveness is also important. Research and studies found that viewers first impressions of a product were positive (before they even saw it) if the celebrity endorsing it was attractive. Celebrity expertise in the product’s area is important too. If Michael Jordan were selling bass fishing equipment rather than basketball shoes, consumers might not find him to be such a reliable source. It needs to be a good “fit.”

For example, Kendall Jenner recently became the face of the cosmetics company Estee Lauder. This was clearly a good fit, because she is a 21-year-old woman who appeals to girls anywhere from early teens to late twenties. This is a very marketable audience for Estee Lauder, because those are a lot of the girls that will be buying their makeup products. No doubt a big part of their choice was the fact that Jenner has been coined the “Ultimate Instagirl,” with (as of Oct. 2016) a following of over 67 million.

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Kendall Jenner promoting makeup company Estee Lauder with the hashtags #KJ4EL and #EsteeModel.

Another example is the use of Brooklyn Beckham (son of David and Victoria Beckham) to shoot Burberry’s newest fragrance ad campaign. Real photographers were angry about this because the 16-year-old boy clearly wasn’t chosen for his talent or expertise as much as his name and social media following. It was very controversial because people assumed it was his 6 million followers on Instagram that got him the gig. However, it seems understandable since that is quite a large audience that Burberry can reach just by having Beckham post pictures to his account where everyone will see. Even Domenic Venneri (the founder of the digital marketing agency Vokent) said that he won’t hire people, even people working behind the scenes, without them having some sort of social media presence.

Consumers see these glamorous, attractive celebrities promoting a product and then they want to get it for themselves. Especially in the fashion industry, current trends are all about imitating what you see everyone else doing. The people that usually start those trends are celebrities because the platform they have gives them so much power and influence. For example, Jennifer Aninston’s hairstyle from the show Friends in the ‘90’s was groundbreaking. Every woman on the planet seemed to want “The Rachel.” If a company can tap into something like that and put their brand’s name to it, they have themselves a walking, talking advertisement.

By: Alanna Goodman

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