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.

screen-shot-2016-12-06-at-8-59-58-pm
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

Advertisements

Age is but a Number

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).

nextopia_baby-boomers-vs-millennials_ecommerce_infographic2
Infographic comparing Baby Boomers and Millennials’ purchasing decisions

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.

By: Kirsten Matthewman

Ready, Aim, Fire: Targeting Consumers

In recent years, social media has globally taken over and has become an extremely effective communication platform for companies to interact with and market to their consumers and potential consumers.

Social media has enabled people to have plentiful access to huge amounts of information, as well as being able to share it with others. This has therefore made it possible for consumers to avoid marketplace exploitation, meaning they are a lot less likely to simply believe traditional advertisements and are more likely to look into whether or not a product or service is actually worth their time and money. Other than this, social media

social-media-marketing-bullseye
Companies are able to highly target consumers through social media

has also made it possible to highly target consumers. Nowadays, companies are able to track a person’s online activities and use that information to determine their lifestyle, their demographics, and other factors that could influence what they are most likely to buy/use. Companies are then able to send their advertising messages to the exact type of customer they are targeting.

Using social media as a marketing tool also means that a brand has the potential to build its awareness among the public. Nowadays, a huge amount and variety of people are currently using the Internet in their everyday lives, meaning that it is easier for a brand to make themselves known amongst the public. By having large followings on social media sites, a brand is able to reach thousands, if not millions, of potential customers everyday.

There are two types of social media communication, in terms of marketing. One is paid. This is where the company pays for advertisements to show up online and on social networks, and the other is organic. Organic content is created by the company itself, and can often lead to something called earned media. Earned media is what happens when consumers share their opinions and promote the company with others, either online or by word-of-mouth.

By: Kirsten Matthewman