SOCIAL MEDIA &

the Runway!Source:  Michael  Mandiberg  (Flickr)  

BY AGNES WONG

For a long time, the fashion industry had maintained an exclusivity.

Source:  Chandrahadi  Junarto  (Flickr)  

The fashion industry didn’t come to you; you went to the fashion industry.

Source:  Alpha  (Flickr)  

In 2013, 1 in 4 people used social media.

This number is estimated to increase to 1 in 3 by 2017.

Source:  NASA  (Flickr)  

Many industries have hopped on the social media marketing bandwagon, but the fashion industry has been fashionably late to the party.

Source:  Jason  Howie  (Flickr)  

It adopted 1-way communication

via social networks and RSS feeds

for sales and promotions

or not at all.

Source:  Mell  (Flickr),  Nemo  (Pixabay)    

Most retailers believed social media marketing would weaken their relationships with consumers.

Source:  William  Cho  (Flickr)  

But by using social media, fashion retailers can capture a large audience and reignite brand passion and customer loyalty.

Source:  Toby  Bradbury  (Flickr)  

Social media has changed the relationship between fashion companies and customers from master and servant, to peer and peer.

Source:  Mainstream  (Flickr)  

Fashion retailers understand the need to use social media to attract the younger

demographic and create engagement.

Source:  mkhmarkeGng  (Flikr)  

Fashionistas turn to

social media channels like Pinterest and

Instagram for inspiration.

Source:  Fashionista’s  (Flikr)  

And in turn, many fashion labels have launched social media campaigns to capture this audience.

Source:  Fernando  de  Sousa  (Flickr)  

Louis Vuitton broadcasted their 2010 ready-to-wear runway show exclusively to Facebook followers.

Source:  Stephan  Geyer  

Dior used the hash tag #IconicColors on Twitter to build momentum prior to the launch of a new makeup line.

Source:  Naoya  Fujii  (Flickr)  

Nordstrom engaged social savvy newlyweds through a giveaway contest on Pinterest

using the hash tag #NordstromWeddings. Source:  Mike  Kalasnik  (Flickr)  

Fashion brands create a personality through social media, and they become your friends.

Source:  charlene  mcbride  (Flickr)  

At the same time, smartphone apps like Shopify, Shopkick, and Stylekick, have brought fashion

brands much closer to their customers. Source:  Shopify  (Flickr)  

Shopping can occur whenever you want, wherever you are.

Source:  Ed  Yourdon  (Flikr)  

Social media personalizes your experience with fashion brands.

Source:  Elijah  van  der  Giessen  (Flickr)  

Social media brings fashion from the runway to your screens.

Source:  jeffrey  manzini  (Flickr)  

References Shea, E. (2013, April 10). Top 10 luxury brand social media marketers of Q1. Luxury Daily. Retrieved from http://www.luxurydaily.com/top-10-luxury-brand-social-campaigns-of-q1/ Sherman, L. (2013, July 10). The 15 fashion brands that do social media best. Fashionista. Retrieved from http://fashionista.com/2013/07/exclusive-the-15-most-social-media-savvy-fashion-brands#awesm=~oF6w5jE79nblio Vacheva, S. (2014, February 28). The social media influence on the fashion industry. So Adaptive. Retrieved from http://www.soadaptive.com/the-social-media-influence-on-the-fashion-industry/

Source:  bekassine  (Flickr)