by Niall & Lauren
This is the first post by Rebecca Schatz our newest employee here at Simply Zesty in which she combines her two loves…Fashion and social media…
Although the fashion industry has arrived relatively recently onto the social media scene, it’s making an impact now that it’s finally here. Certain high-end luxury brands are still choosing billboards over blogs (perhaps for fear of their brand losing its perceived ‘exclusivity’ in the social media switchover), however, the fashion industry is generally taking to it like a Chanel-clad duck to water. Let’s have a look at how the trendsetters and trailblazers have started to set the world of social media alight.
Social Networking Success
One brand successfully flying the Facebook flag is Urban Outfitters. When it comes to successful community sites, original content is king. Urban Outfitters’ US strategy recognizes that community site visitors are looking for something more than mere advertising shill. Despite the fact that, with 320,000 likes, the brand is lagging behind some of its rivals (H&M has over 3 million likes), Urban Outfitter’s Facebook page is streets ahead when it comes to social media strategy: every week, the page features an exclusive clip of the new comedy series The Increasingly Poor Decisions of Todd Margaret. Visitors are also enticed with fan discounts, original photographic content, tips on garment care and Facebook-only competitions. In August, the company introduced a novel way to engage visitors by organizing items on the main website according to the number of ‘likes’ they receive on Facebook. Not only does this encourage Facebook fans to interact with the profile and drive traffic to the main website, it also prompts non-Facebook fans visiting the site to ‘like’ the company’s Facebook page.
A number of fashion giants have adopted location-based social marketing, including Jimmy Choo and Louis Vuitton. One brand to successfully tackle the trend is Marc Jacobs. During this year’s New York Fashion Week, Jacob’s team not only streamed the shows live, they also teamed up with Foursquare to create some brilliant buzz around the show. A ‘Fashion Victim’ badge was created, which enabled interested social media-savvy New Yorkers to ‘check-
in’ at stores throughout the city to unlock the badge. Four fans then received tickets to Jacobs’ show at Bryant Park.
The Beauty of the Blog
Over the past two years, the fashion world has begun to recognize the potential power of the fashion blogger. Some of the more successful names in the industry include Garance Dore, Scott Schuman (‘The Sartorialist’) and Bryan Boy. Brand sponsorship and collaboration allow bloggers such as those listed above to make a lucrative living from their fashion-focused musings. One such collaboration saw Burberry enlisting the talents of Schuman for its successful social media campaign, The Art of the Trench. Site visitors voted for their favorite photographs of ‘regular’ people in the iconic coat, which were taken by Schuman. They were also given the opportunity to share and comment on the images and even upload their own.
Some of the more noteworthy fashion apps on the market include myFendi, Find Me A Dress and Style Studio. In recent months, eBay have also hopped on 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, buy and ‘try on’ outfits. Visitors are also granted direct entry to the popular eBay Fashion Vault, which provides instant access to heavily-discounted designer brands. The real beauty of the eBay app, however, is how effectively it lends itself to the bidding process. Now that the fashion industry appears to finally have its finger on the pulse of the social media trend, it will be interesting to see how it continues to use the tools at its disposal. An increase in location-based services and the continuation of the blogger’s dominance within the industry are fairly safe bets, along with the imminent arrival of the few brands yet to join the social media party.