Looking Back and Moving Forward

Social media marketers in the fashion industry have an incredible range of opportunities to achieve success for their brands. Clothing is intrinsically an exciting product to sell; it can be highly diverse, deeply intimate and communicate a wide variety of emotions. Your job is to cultivate a unique and enticing identity for your brand and to encourage your fans to engage with that brand, cultivating and innovating right along with you. The bulk of this research blog has been focused on identifying the best practices and latest trends of social media marketing for fashion. Now it is time to take a look at the big picture, and figure out just what to take away from all this.

Before online content is created, you need to know where it is going to go. There are a multitude of social media platforms available with many millions of users, and every platform has its own unique characteristics that determine which content will work best. Making the choice of platform is one of the most important steps in the marketing process, and it is necessary to know which option will maximize the success of your content. An article from the Fashion Institute of Design & Merchandising summarizes quite well the trends that will inform these choices. Because we are working in the fashion industry, social media platforms that heavily feature visual content are often the best choice. Instagram, Snap (formerly Snapchat) and Pinterest are among the most prominent of this platform category. Instagram in particular has become one of the most important social media sites for fashion designers, and another article from LaunchMetrics notes the ways in which the photo-based platform has revolutionized the fashion industry. The quickly accessible volume of photos that will accumulate on any Instagram profile together tell a story; for a designer, they build a portfolio for their brand.

snap
Snap is becoming one of the most effective channels to follow brands on

But things never stay the same for long on the internet. Trends come and go, and it is paramount to understand how and why these changes happen, and who drives them. With consumers and internet users being as resistant as they are to marketing, messages that are perceived as outdated or out of touch with reality don’t stand a chance. Staying relevant means carefully anticipating the changes to come. For example, some trends for 2017 that seem likely to come true are the increasing marketing potential of Snap which has led the charge in allowing for sharing personal and intimate content between consumers and brands, and the continued decline of Twitter. Superficiality seems to be making way for more detailed, nuanced user experiences on social media, and this particular trend means that more will be asked of social media marketing content creators in crafting their messages than ever before.

By: Wesley Marcum

Advertisements

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.

vs
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