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.
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.
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.
Over the past couple weeks, we as a group have looked at different related topics on how the fashion industry uses social media. We analyzed demographics, designer brands, and celebrities and their interaction within the fashion industry and what type of impact they have on social media. A common trend that was seen across all three different topics covered was that content must be updated frequently and be effective. The fashion industry uses specific social media outlets such as Twitter, Snapchat, and Instagram to reach the audience. Fashion companies such as Nike will endorse a celebrity in exchange for them representing their clothes/brand on social media. This is effective for Nike because more millennials will see the clothing on the celebrity and want to buy it. This works with designer brands as well. When designers get new clothes or want a new look they will use Instagram to post the outfit or twitter.
A new emphasis on honesty, trust, and loyalty through social media from the fashion industry has helped it acquire a new taste. The use of live streaming allows a more personal experience with fashion week going on in New York City as well as Paris, two of the biggest places for fashion. Designer brands, such as Dolce & Gabbana controlled live streaming by giving an inside look of what is behind the scenes. It also allowed the viewers to get a more personal experience with the models associating it with the brand. It widens the audience, allowing thousands of views from anywhere. Social media apps such as snapchat also has live streaming by posting stories. It again allows people from all over the world to check in and watch what is going on in fashion. The last topic I talked about, which was how fashion deals with race on social media and how it rarely shows models of color. When showing models of color on social media they are photoshopped to have lighter skin or shown in a stereotypical way that doesn’t help normalizing race in everyday culture. The purpose of social media in fashion is to promote. By including models of color on social media builds a stronger community in fashion and while doing that will reach as a new audience and viewers. The key take away between demographics, celebrity endorsements, and race is that it all ties together and leads to the same point that fashion needs social media to keep their audience attentive and to make business successful.
Companies that are in fashion need to be growing with technologies and internet by adapting to it. Right now the biggest fashion industries are following 4 common social media trends to help raise sales. These are: 1. recognizing that your customer’s are telling the story, not you. Let them help with the brand image and this will help drive sales. 2. Make influencers a big part of marketing. The consumers trust other consumers more then they trust the company. 3. Work with other brands or companies to help promote each others brand and products. 4. Allow up-selling to occur on social media. Allowing fashion companies to follow these techniques for social media and incorporating it into the industry drives business.
Fashion industries have started to ask their customers what they want, and they reach them by social media. By asking them what they want out of the company, this allows them to promote the items through Facebook, Pinterest, Instagram and other social media vehicles. This proved to have the consumer spend more on websites if they are more likely to get free shipping or something else out of it. Since online shopping is becoming more popular this puts a bigger emphasis on links on social media that will take you directly to a certain site or clothing piece.
Blogging is highly used in fashion industry and has become one of the biggest trends in the industry. The consumers go to blogs to get more knowledge about a brand, or a product as well as reviews. Now these blogs are used as research for fashion industries to know more about their brand and hear all the buzz that people are making. This gives fashion media research to use to set objectives and evaluation their company. The main purpose of this is to allow the public to be the leaders of fashion-making instead of the designers or celebrities.
By analyzing all this information it is notable that social media is a huge influencer on the fashion industry. Whether it is Dolce&Gabbana’s social media live stream of fashion week, Kylie Jenner’s Instagram of her nee lip gloss, or an African American model on a Facebook campaign for a clothing brand, all these reach various constituents and continue to grow. The transition from traditional media to new media is adapting the industry and shows the grow of the industry as a whole by making these changes.
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).
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.
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.
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.
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.