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

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

The Future of Fads

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.

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Hand holding a Social Media 3d Sphere.

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.

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Screenshot of Kylie Jenner promoting her new lip gloss

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.

By: Corinne Schmidt

What’s H(app)ening with Louis Vuitton?

Consumers develop their feelings about specific brands based off of how the brand is marketed and how it’s widely perceived. First impressions are extremely important. With luxury brands like Louis Vuitton, some consumers are willing to pay for more than they can afford because of the way the product has been marketed, and if it’s been marketed correctly, a personal attachment can be made between consumer and brand. However, for consumers to view a luxury brand as luxury, studies found that it needs to be marketed as rare, exclusive, and “trendy.”

Fashion companies and designers are well aware of the power of social media. In the fall of 2014, Louis Vuitton, an international fashion house who sells mostly handbags, shoes, perfumes, jewelry, accessories, etc. introduced a new collection of handbags on Instagram and tagged the noted photographer that took it (meaning it linked to the photographer’s Instagram page). The photographer, Pelayo Diaz, who had well over 500,000 followers, then reposted the photo to his account. This was smart of Louis Vuitton because by connecting with an influencer they reached a much wider audience with even more versatile backgrounds and in turn got an overwhelming 60,000 more likes on that picture than on their other ones. This is one example of how Instagram can be a beneficial medium through which designers can promote their products.

Louis Vuitton has used many other mobile applications to advertise like Facebook, Twitter, and Pinterest. Whenever they come up with a new collection, they create videos featuring celebrities and models promoting it and spread those videos on social media for people to share. This helps enhance their brand presence worldwide and being visible through lots of different social media vehicles (as opposed to just one) helps them reach a much larger audience. Since Louis Vuitton is more of a high-end luxury brand, and anybody with a phone or computer can use social media, this helps expose them to not only “the elite,” but to all types of possible consumers.

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Actress Michelle Williams advertising Louis Vuitton’s new handbag collection in 2013.

By: Alanna Goodman

Introduction

This blog was created as a group project to provide in depth information on how the fashion industry communicates through the use of social media platforms. Our first focus for this blog will be analyzing how professionals in the fashion industry establish branding through celebrities. The second focus of our blog will examine how designers use mobile applications to reach millennials. Lastly, our blog will evaluate how fashion companies reach constituencies of all demographics and how they are effective.