Social media has taken the world by storm. With the advancements in technology, social media has become the method for which we communicate, connect, share with others, entertain ourselves, and for some, even make a living. Social media has had a huge effect on basically every aspect of our lives. It has greatly impacted the way the world does business, and has had a significant impact on the fashion industry. Before, the fashion industry was more or less controlled by just a few designers, but today, thanks to social media, fashion brands have started to see its trends shaped by those who buy from and follow the brands. How did this happen? This is how the fashion industry has been completely revolutionized by social media.
The power of influencers
Nowadays, there’s no better marketing than influencer marketing done via social media. The fashion industry knows this and is using this to their advantage. Huge fashion brands are working with celebrities to increase brand awareness and get their names out there. According to a report compiled by Fashion and Beauty Monitor, just 22 percent of fashion brands were not using influencer marketing and had no plans to do so within the next 12 months, whereas the majority of fashion brands — 59 percent, did use influencer marketing and plans to continue to do so. Coach, the high-end brand that’s been around since 1941, recently worked with Selena Gomez on an Instagram-based campaign. Fashion Nova, a newer fashion brand that has over 12 million Instagram followers and counting, has worked with hot celebrities such as Kylie Jenner, Cardi B, and Adrienne Bailon. Thanks to its unmatched influencer marketing approach, Fashion Nova is the number one most searched fashion brand on Google. There is huge power in influencer marketing. When consumers see that their favorite celebrities and entertainers are wearing something, they have to have it. There is no better way to get your fashion brand out to the world than by using influencers.
Tapping into your audience
Using your audience on social media to increase sales and promote your brand by offering promotions and special offers is key to dominating your industry. Only the smartest companies have utilized this tactic to drive traffic to their products and services, no matter what niche they’re in. For example, a very popular online casino, Pokerstarscasino, offers a nice welcome offer of $30 free play to new customers who sign up and make a deposit, which is very enticing. Another example would be HelloFresh, an online meal kit delivery service, who offers first time customers 40 percent off of their first box. These types of offers from big companies have proven to really be beneficial when it comes to driving traffic to the company’s website and gaining loyal customers. This is true for the fashion industry as well. Look at Fashion Nova, once again, who allows their influencers to share a code with their following, and every customer who uses that code, will receive a percentage off of their online order. All of this has only been made possible through the power of online and social media.
There once was a time when fashion and hot trends were dictated by industry experts, however, now things have changed. Consumers have taken to social media and they’ve started fashion blogs, created Instagram profiles, and are mixing and matching styles and sharing them with their followers. Today, they are controlling the trends with their opinions, where fashion brands and experts have started to realize that they serve an audience of people who have creative ideas of their own and who are willing to share them.
Consumers are shaping the fashion world
As mentioned above, fashion used to be something that was dictated to a much higher degree, as being something that was either in style or not. Thanks to social media, people are now able to share their own opinions and are building large followings of people who share or admire their same tastes. It’s safe to say that now, consumers are shaping the world of fashion. Misha Nonoo did an entire fashion show via Instagram for New York Fashion Week, to showcase her Spring 2016 collection. When has that ever been done before? Fashion houses have built their calendars around major fashion shows for decades, but social media has given them a direct connection with consumers. Now, when a brand posts a photo of someone wearing their clothing, Instagram allows that specific item to be bought just by a customer tapping the pic. Customers can view, like, share and buy while the item is still fresh in their minds, versus getting a quick glimpse of an item in a magazine and having to wait weeks or months for it to hit stores. The benefits of using social media to connect, share with fans, and increase brand awareness, is becoming more of a practice, to designers all over the world.