Cheap-Chic, High Demand

Fashion is a 1.2 trillion dollar global industry, with more than 250 dollars spent annually on fashion in the United States, according to industry analysts.  With that being said, fashion labels need to be reaching audiences of all incomes across their social media platforms.  Fashion will always be important and present in society, it is how the designers work to make their mark in the social media field that will help get their name out and respected while still being an affordable product.

Value-seekers who do not want to sacrifice style in the equation, are shopping at fast-fashion chains such as H&M, Forever 21 and even Target.  The reality is that these cheap-chic brands are picking up more shoppers and have more traction.  Not only does their high-quality for low-price ratio keep buyers happy, but also their constant engagement on social media.  With Twitter and Instagram at the top of the charts for all three fashion lines,  followers have said that posting online links and coupon codes on the brands social media accounts makes them eager to check out the latest trends.  Frequent buyers have also stated that when they are notified about an upcoming sale on either Twitter or Instagram, they are more likely to purchase clothing right away.

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An  example of a fashion blog promoting cheaper, imitation products

 

Nowadays, why purchase one shirt for 50 dollars at a high-fashion store when you can buy a pair of business casual pants, a nice blouse and ballet flats at H&M all for the same total price? It’s all about shopping the looks for less!  The media, such as a number of fashion blogs, are constantly offering suggestions for discount and imitation products that are very similar to designer brands, but half the cost.  While this is good for average income and lower income consumers, high-fashion designers are losing money on their products and losing their importance in our society.

By: Shannon Quinlan

#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