In the last few years, the advancements in social media have changed the way of marketing in the fashion industry. Fashion week used to be more secretive. We had to wait to see pictures published from the runways the next day in the daily newspapers. Customers had to buy clothing without recommendations and figure out how to work their new purchases into their wardrobe themselves. It was a simpler time. And while in many ways I’d like to go back to a world with less communication and less obsession with a public profile, we can’t deny how much of an impact social media has had on the industry. Now, editors, bloggers, and celebrities tweet and Instagram photos immediately from the runway or even provide a live stream of the event. You no longer need a physical front row seat to have one! Designers promote their new lines on Pinterest and it spreads like wildfire. And if they want to show their customers how to wear their product, they can post pictures of employees modeling the product, or they can hire on bloggers to help them. If you are still unsure on how to use social media to advance your brand, here are some tips that might help you get the word out.
BE ACTIVE BUT DO NOT OVERPOST
Think of how many emails you want to get from your favorite website a day. One, maybe two, a day at the most, I’m assuming. My associates have unfollowed a lot of their favorite brands and people on Facebook and Twitter just because they post too much. You do not need to post everything your company is doing on Facebook or Twitter. But go ahead and share with your followers if you’re announcing a new partnership, attending a really great fashion show, or having a sale. You want to keep them informed, but they do not need to know everything in your company newsletter.
BE INTERACTIVE BY SWITCHING UP YOUR POSTS
If you keep your posts only to sales and notifications, then your customers will feel like you’re pushing them for a purchase every second. Yes, they want to hear of every sale you have going on, but that won’t necessarily start a conversation and conversation is key. Show them that there are people behind the business and post a few behind-the-scenes photos of the new collection, an associate’s cute look of the day, or even a topic in the news that you would love feedback on. A lot of celebs are still rocking crop tops. You could ask, is this still a do or is it now a don’t? Pastels are huge for spring but not great for every skin tone. You could ask, does it work for you? You could learn more about your audience which could lead to a more informed development for next season’s line as you know more about what they will buy.
UTILIZE FASHION BLOGGERS
Your in-house team doesn’t have to do all of the work! Search for bloggers that have a large following and are known for promoting similar brands. All you have to do is find a blogger who agrees to do the work and send over a sample of your product. They will write the post and do their own photography which will show their readers how to use the sample in the real world.
Social media is no longer solely for start-ups. It’s for all kinds of brands with different levels of popularity. Guess and Gap have used bloggers for national campaigns and little-known brands on Etsy have used social media to spread the world about their one-of-a-kind pieces, too. There are plenty of wrong ways to use social media but there isn’t one right way. Find a way that works for your company and audience. Figure out how much interaction your audience wants from you and go from there. Social media can be really fun to use so go share your brand with the world!