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How The Fashion Industry Is Embracing Social Media
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Advertising and promotion in fashion industry
In the later eras, advertising and promotion became important to ensure proper notice and higher sales. Today, advertising and promotion has become integral to fashion industry. That is why, so many fashion shows are sponsored by many corporate giants and like cinema, there are awards dedicated to fashion.
More notice and promotion a fashion product gets, more sales it garners. To ensure bigger promotions and wide notice, social media is needed because social media has wide reach and anything on social media can go viral.Social Media for Fashion also cost effective as they are more nominal than the cost of hoardings, posters and advertisements on radio or TV.
Fashion bigwigs say that social media enhances chances of success
Kelly Cutrone, owner of People‘s Revolution and executive producer of reality TV series “Kell on Earth”:
“People want to feel connected! It‘s one thing if you are a luxury brand and have been around for 60 years and can weather the retail storm we’ve had, but if you are a new brand that’s just starting out — whether you are a writer or a retailer — innovating through social media is crucial. Those that are hidden and guarded will not progress.”
Today more and more fashion insiders and even fashion giants are embracing social media.
With about 400 million Facebook users and more than 22 million Twitter users, presence on these two platforms of social media can ensure that millions of people would notice your product if you promote them on these platforms. Even if everyone who sees your product does not buy it, but the number of buyers will certainly be in thousands.
Designer Diane von Furstenberg who has been advocating for transparency in the fashion industry for years, says:
“Ignoring the Internet [and social media] is madness. We decided to have a presence because it was a very organic way for us to communicate online. And yes, we think about [transparency] but don’t worry too much. We try to keep the focus on the clothes that are in the store, or buy now and wear now, not what is on the runway. But people will always get access to that as well.”
Shiv Singh, VP and global social media lead at Razorfish and also the author of Social Media Marketing for Dummies says:
“Brands are learning how to humanize without killing their mystique. You look at brands like Chanel, who have pushed designer Karl Lagerfeld into the social media sphere to further connect with their customers, or Victoria’s Secret, who has 2.63 million fans on Facebook and 1.7 million for Pink — you are able to see how these brands are able to connect with their customers and monetize on it through awareness, loyalty and engagement.”
Fashion oriented apps contribute to social media role in fashion industry
Some of the important fashion apps on the market include my Fendi, Find Me A Dress and Style Studio. Today, eBay is also in the mobile app bandwagon with their latest venture into the social media world. The (free) eBay Fashion app for the iPhone, iPad and iPod allows users to shop, browse, watch and buy outfits.
Connecting with influencers
Due to its open nature, its quite easy to connect with influencers on Twitter and/or Facebook. Influencers like fashion designers, boutique houses and model can be connected with influencer outreach via twitter. These people can spread with word for a nominal passive benefits too.
Fashion blogs also help advertising and promotion
Today, many fashion brands indulge in the activity of bloggers outreach where they contact bloggers and ask them to write blog posts promoting the fashion accessories that fashion brands wish to promote. Such blog posts are shared and promoted on social networks also.
What is your opinion about the role and significance of social media in fashion industry? Post your comments.
The reach that social media guarantees is attracting Fashion industry towards it. Let us see how much fashion bigwigs are interested in social media.
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