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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Capitalizing on Social Media Idols

Celebrities are the ultimate influencers. For as long as advertising has existed, brands have been chasing after valuable endorsements from pop culture icons in hopes of tapping into their enormous influence. Money and power may have made them famous, but those aren’t the reasons why endorsements are valuable. The simple reason why celebrity endorsements are so widely sought is that when they talk, people listen.

We’re all used to seeing our favorite athletes and actors show up in TV and magazine ads. The reasons for using these types of endorsements are well established. According to an article from Forbes, a single celebrity endorsement can raise sales by around 4% almost immediately, regardless of the product or the endorser. It can also raise stock values and inspire confidence in stakeholders. However, the modern communication environment is more complex than it used to be, and so is the prospect of using celebrity endorsements.

It’s common knowledge at this point that having a social media presence is a necessity for any company interested in marketing, but the best practices for social media marketing may not be so common. It turns out that celebrity endorsements are just as, if not more effective when incorporated into social media marketing. A study by Brand Affinity Technologies found that celebrity-endorsed posts are 50% more cost-effective in activating audiences than non-endorsed ones and have clickthrough-rates 21 times higher. These are impressive numbers, but why does this work?

Jennifer Lueck writes about a concept called Parasocial Interaction. This refers to the way in which fans interact with their favorite celebrities on social media. Celebrities who are highly active on social networks, such as Kim Kardashian, have millions of followers. It is virtually impossible to get to know or even have any sort of personal interaction with a fraction of those fans. However, because of the personal and intimate nature of celebrity posts, fans often feel as if they personally know and have a relationship with these social media icons. They feel like a part of the celebrity’s life, knowing roughly the same amount of information about them as most people know about their real life friends. This familiarity and attachment creates very loyal and engaged followers, which is exactly what social media marketers are seeking. This explains why, when Kim Kardashian’s followers see an Instagram post from her featuring a new lipstick she’s in love with, they are 21 times more likely to click through and investigate that product; it’s essentially a recommendation from a friend, rather than an impersonal marketing message.

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Kim & Co. advertise husband Kanye West’s new clothing line

Social media marketing is all about activating and energizing your audience, motivating them to do the marketing for you. Having a celebrity endorse your product on social media is like gaining a mutual friend with millions of people. That is why celebrity endorsements are an approach every social media marketer should look for opportunities to incorporate.

By: Wesley Marcum

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