Social media is a vital channel through which the fashion industry enhances brand engagement and uses marketing techniques. Twitter, Facebook, Instagram, Snapchat, 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 discussed how it is smart for companies in the fashion industry to use celebrities to promote their products since they are influencers to so many people. As consumers, we tend to trust our favorite celebrities because we feel like we know them and view 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 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 endorse it by showing the benefits of it in their daily lives, then audiences will respond well. This can be done through simple commercials or videos spread through outlets like Twitter, Facebook, etc. Digital advertising is often more efficient and cost-effective than traditional advertising, especially when targeting millennials and Generation Z.
Designers use social media in a similar way. Instagram is particularly popular with designers to visually show their new product lines. In a way these mediums are replacing fashion magazines with their 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 buzz about upcoming fashion shows and events, like 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 has done this by campaigning with hashtags such as #TheRealYouIsSexy.
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.