Social Media: How It Has Changed the Fashion Industry and How it Can Help Your Brand

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!

HOW TO DRESS FOR THE JOB IN FASHION PR

In the fashion world, dressing for the job is half of it. Even if you have an amazing product to promote, if you are always dressed in a t-shirt and jeans, you will never make it in the fashion world. It doesn’t mean you have to wear Chanel, wear heels everywhere you go, or wear ALL the latest trends, but you have to keep your wardrobe up-to-date and look like you have your own style. If you do not have your own, how are you supposed to sell another’s? Here are some tips on how to style yourself for every occasion if you specialize in fashion in the world of public relations.

MORNING MEETING/PROFESSIONAL OUTFIT

You don’t want to wear anything too distracting, but you still need to make a statement. The key to that is to wear a striking color or subtle pattern. Add a few accessories to kick it up a notch.

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Amelia Silk Combo Flared Wrap Dress (in Jungle Diamond Black/Black)

by Diane Von Furstenberg ($485) (on the top left)

Short Sleeve Solid Jersey Faux Wrap Dress

by NY Collection ($48) (on the top right)

Silver-Tone Geometric Link Frontal Necklace

by Steve Madden ($28) (on the bottom left)

Zaphire Ankle Strap Pumps

by INC (on the bottom right)

 

AFTERNOON PRIVATE LUNCH WITH AN EDITOR OR BLOGGER

You can have a little more fun with a lunch meeting, especially if you are going to a cafe instead of a fancy restaurant. And if you need to dress it up a bit, wear a cream-colored blazer over them. 

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Kandence Belted Dress

by Lauren Ralph Lauren ($159) (on the top left)

Sleeveless Striped Belted Dress

by Evan Picone ($79) (on the top right)

Two-Tone Floral Collar Necklace

by Lucky Brand ($39) (on the bottom left)

Raquelle Pumps

by STEVEN by Steve Madden ($99) (on the bottom right)

 

EVENING EVENT

This is when you can dress up and have a little more fun. And with these dresses, you don’t really need accessories because they are already embellished. Sure you can throw in a ring or long earrings, but the dress and shoes do most of the work for you already.

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Ombre Sequin Tank Dress

by David Meister ($240) (on the left)

Sleeveless Metallic-Lace Cutout Dress

by Xscape ($150) (on the right)

Lace Pump

by Nicholas Kirkwood ($675) (center)

 

VANCOUVER FASHION WEEK: DAY SIX

Respect for their environment, upbringing, and their mentors shine through in the designers’ collections.

Vancouver Fashion Week came to a close with four very different designers from around the globe: one from Canada whose menswear line was inspired by the topography of her country, one from Korea whose line showcased her love of glam rock and nordic fashion, and two designers from Peru whose lines embodied their love of Paris and the female form.

To start was the show for The Unified Theory, a menswear line designed by Canadian Sara Bailey. She was raised in the Rocky and Appalachian mountains so she infused her love of her surroundings as well as nomadic hunter-gatherer instincts into her line. The collection consisted of natural and eco-fabrics such as raw silk, bamboo, and tencel with pieces such as long hooded jackets in reptilian prints (pictured below).

A photo of the runway for The Unified Theory

Originally from South Korea, designer Soojin Lee showcased a day-to-play line with a glam rock twist. She layered textures of silk, sheer, and fur inevitably inspired by Nordic design. In the past, she has been trained by Alexander McQueen and Hussein Chalayan, which can be seen in her current style and technique.

Finally, two Peruvian designers brought Vancouver Fashion Week to a close with two collections made to honor the female form and female fashion throughout history. Noe Bernacelli took upon his training in nude art to create embellished shimmering gowns that hugged the models at every curve. Some dresses had sheer backs, some were mini, and some even had simple lace embellishments layered over a romantic color palette. Evolèt, by Jercy Gutierrez, presented dresses with gorgeous drapery with a defined waist, victorian-style blouses and haram pants, as well as knit sweaters and leggings. All in all, his collection embodied the idea that women should be adorned in fabric but also tailored in the right spots so her figure is never enveloped by the clothes.

“It’s been a vibrant and inspiring week, which ended on an appropriately high note. We saw a relax menswear collection from an up-and-coming Canadian label, trendsetting cool from a Korean in London, and then ended the day with two Peruvian designers who each expressed their own aesthetic and love for the female form.”

-The Province

 

DESIGNERS FEATURED ON DAY SIX

  • Canadian Designer: The Unified Theory

  • Korean/UK Designer: Soojin Lee

  • Peruvian Designers: Evolèt and Noe Bernacelli

 

About Vancouver Fashion Week

Vancouver Fashion Week is a bi-annual event that will take place at the Chinese Cultural Center at 50 East Pender in Vancouver. With 80 international designers and more than 20,000 attendees, VFW brings designers, buyers, and media together to celebrate creativity and new trends in fashion.

VFW’s media partners include: BC Living, NICHE Magazine, and L’Officiel Ukraine. VFW’s exclusive Ukrainian partner, L’Offciel will provide live coverage from the runway. As a part of the L’Officiel family, L’Officiel Ukraine features opulent topics such as personalities, fashion, art, and lifestyle while elevating the image of Ukraine on the international stage.

Other sponsors include Hasselblad, Fashion Seoul, Shopstyle Canada, and many more. For more information, please visit VanFashionWeek.com. Like us on Facebook.com and join the conversation on Twitter.com.

VANCOUVER FASHION WEEK OVERVIEW

From the affordable ready-to-wear to the couture, designers are inspired by 17th and 18th century regal fabrics and colors, English mod, and modern embellishments.

Vancouver Fashion Week presented strong with an array of designers inspired by vintage collections all over the world. The designers hailed from England, India, China, and, of course, Vancouver, Canada to present their Fall/Winter 2014 collection to the press, editors, and celebrities alike.

First off, the UK designers embodied vintage London style of the 60s and 70s. Fever featured looks more of the mod era with geometric prints and loud colors that were inspired by their global travels while AngelEye took inspiration from the 70s with leathers, lace, and sheer fabrics. Goldie focused more on vintage feminine shapes with a strong influence of modern rock and roll.

VFW

VFW/ Dale Rollings

From the eastern side of the globe, designers from India and China presented collections inspired by regal clothing from the 17th and 18th century fused with expert modern craftsmanship. Designers from India, Parvesh Jai, focused on embellishments and majestic color combinations with embroidery and black, gold, and champagne hues uniquely highlighting jumpsuits, long, full dresses, and boleros. Shravan Kumar, also from India, focused on a similar concept but stayed with traditional cuts of mens and womenswear with a touch of an English influence with embroidered crests, lapels on blazers in velvet, and modern saris. From China, designer, Ophelia Song, focused on traditional shapes and her use of textiles displaying prints influenced by her own abstract paintings of florals and tropical colors.

Back at home base in Vancouver, designers focused on eastern influences, power dressing and clothes for the price-concerned consumer. Romiélle, a mother-daughter design duo, fused their talents together of design and tailoring and created a collection made for the modern sophisticated working woman. Leather, tweed, satin, and fur were utilized in everything from wedding dresses to neckties to oversized coats. Papillon presented ready-to-wear designs for the price-conscious consumer highlighting knit sheaths, a-line skirts, and influences of art deco. On the contrary. Well Groomed presented a line of couture with an intriguing storyline. Throughout the show, the line evolved to tell the story, titled “Once Upon A Bride”, of a young woman blossoming into a beautiful swan-like creature, illustrated by using metallics and Swarovski crystal embellishments. Finally, one of the most captivating designers was Gardé del Avante, a jewelry designer who premiered his enchanting chains and feather jewelry canvassed on models in a simple black bathing suit. Among the bold pieces were chained sleeves that looked like body armour, exotic feathers, and chain combinations resembling fish scales.

“The third day of shows for Vancouver Fashion Week’s Fall/Winter 2014 Collections, presented by COVERGIRL, Pantene and Olay, was ignited by vintage-inspired collections hailing from the UK, fuelled by ingenious and exotic body armour jewellery from Toronto, and a finale bursting with Indian influenced couture creations.” -The Province

DESIGNERS FEATURED ON DAY THREE

●      UK Designers: Fever, AngelEye, and Goldie

●      Chinese Designers: Ophelia Song

●      Indian Designers: Parvesh Jai, Shravan Kumar

●      (Vancouver, BC) Canadian Designers:  Romiélle, Papillon, Gardé del Avante, Well Groomed

VFW

VFW/Peter Jenson

 About Vancouver Fashion Week

Vancouver Fashion Week is a bi-annual event that will take place at the Chinese Cultural Center at 50 East Pender in Vancouver. With 80 international designers and more than 20,000 attendees, VFW brings designers, buyers, and media together to celebrate creativity and new trends in fashion.

VFW’s media partners include: BC Living, NICHE Magazine, and L’Officiel Ukraine. VFW’s exclusive Ukrainian partner, L’Offciel will provide live coverage from the runway. As a part of the L’Officiel family, L’Officiel Ukraine features opulent topics such as personalities, fashion, art, and lifestyle while elevating the image of Ukraine on the international stage.

Other sponsors include Hasselblad, Fashion Seoul, Shopstyle Canada, and many more. For more information, please visit VanFashionWeek.com. Like us on Facebook.com and join the conversation on Twitter.com.

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