The Fashion Industry and Social Media

This week I explore the fashion industry and the influence social media has had on it. I have noticed lately that more and more designers and fashion houses are engaging with their target audience via the Internet.

Did you know fashion companies hire social media strategists?


The whole premise of fashion is that is reflects back what is happening in society, its issues, politics, and movements are often the inspiration for collections. As our world evolves with social media it is no surprise the fashion industry would be on top of the movement. Many people recognize with the economy the way it is, social media is a cheaper option than traditional advertising for companies to explore. But why do establish successful companies need to adopt social media? An ad campaign in Vogue magazine will get many eyes. I wonder if a mention from Vogue Magazine on Twitter could achieve similar results.

Luxury fashion rises from haute couture which dates back to Paris in the nineteenth century. The premise of couture lies in the individual and the unique. High fashion originally catered to the same trend. It was for the elite, unobtainable for many. It could be due to the rise of the celebrity endorsements or simply the increase in advertising, but at some point high fashion became more visible to the general public. Through print more and more people became familiar with fashion houses and logos, Gucci, Louis Vuittion, Fendi, Chanel, Prada… the average person today can picture these companies logos and identify their signature material, pattern or silhouette.

The fashion industry is always changing and evolving. It was only in the last decade that online shopping existed. Sites like EBay created a marketplace aside from traditional stores. Today, more and more designers have Facebook fan groups, forums and blogs. Many of these initiatives are created by PR and communication professionals and have a specific goal in mind, to create buzz about a new product launch, to inform its fans of trends, but mostly social media initiatives are taken on to build reputation and a community.

The first fashion giant to join Twitter was Louis Vuitton. There are now Twitter profiles for Betsy Johnson, http://twitter.com/xoBetseyJohnson
Karl Lagerfeld, http://twitter.com/Karl_Lagerfeldand countless others.
Who would have thought Coco Chanel would go digital.

I came across a very interesting interview with Luxury Society co-founder Imran Amed recently on business of fashion. http://www.businessoffashion.com/2009/07/luxury-society-and-the-social-media-revolution-in-wwd.htmlAmed explains how companies have to adapt to social media and actively listen to consumers as much as they “sell” to them. He states that when using social media, It is not effective to simply post links to products weekly and expect them to sell themselves. Amed points out “It’s about social listening: using the tools to listen to the conversation and take feedback. The real meaning of your brand lives in these conversations.” What better way to receive feedback from a target market than through social media.

Oscar De Renta builds on this,““Customers can feel like they are part of the brand’s extended family, and therefore the brand itself, while the interactive element further deepens that relationship,” said Alex Bolen, chief executive officer of Oscar de la Renta. “These characteristics address and satisfy that ‘tribal’ part of the fashion consumer — the way in which people identify themselves by the brands they buy.” http://www.digital50.com/news/126896The premise of social interaction sites such as Facebook are to connect and build and maintain relationships. If high fashion brands like to think of themselves as a clique or community they need a forum to do this.

One great example of an excellent social media campaign is Juicy Couture “Club Couture”. It allows users to click and create outfits for themselves and email them to friends. http://www.juicycouture.com/shoponline/clubcouture/pg1 This is a prime example of engaging and interactive audience. The company benefits by seeing what colours and pieces users are interested in and customers feel they have choice and individual options.

I think Twitter and the like have created a social space for the fashion industry where feedback is constant on ongoing. It is up to companies to use the tools to listen instead of just promote products. Social media works so well with fashion beacause fashion is largely about being innovative and creative.