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. 

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.

Hand holding a Social Media 3d Sphere
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