As an industry leader in the fashion world, it is entirely important to be able to predict, understand, and accept change. Depending on the season, country, year, social events, and various other factors, the fashion industry is constantly changing with a perpetual onslaught of new trends. The way in which these trends reach audiences from their respective brands, however, is no exception to this change. Social media, as it is understood today, has revolutionized how fashion brands interact with their audiences, and has increasingly been shown to positively impact the brands that have effectively used social media platforms in their marketing campaigns.
Through analyzation of the reports on how certain fashion companies successfully use the major social media platforms, SHΛRP has curated many of the different ideas to follow in order to create a successful social media marketing campaign, as well as why social media has changed how businesses run.
In regard to Topshop’s 2015 Twitter campaign, a key idea that equated to its success was
that the company created a unique and personable experience strategy for the consumer. By doing this, Topshop not only portrayed itself as a knowledgable and helpful company, but also held the interest of the consumers, because of the campaign’s different approach towards engagement.
The main takeaway from Marc Jacobs’ Instagram campaign is that appealing to the emotions of your fans, as well as personally reaching out to them through un-conventional means of communication, are both highly useful in terms of gaining support. By being entirely consumer-facing, Jacobs’ campaign is a perfect example of what to do in order to make a social media marketing campaign successful.
With Burberry’s Spring/Summer 2016 Snapchat campaign, the overall main goal was different than most fashion brands. Instead of looking to increase short-term sales or ROI, Burberry’s campaign intended to build long-term brand reputation and equity, and achieved success because of this different goal.
In regard to ModCloth’s Pinterest campaign, the ways in which they created their social media marketing campaign varied, although each idea is considerably noteworthy. By staying goal-oriented, understanding where and who their target audience is, and by demonstrating the logic of how to appropriately use social media, ModCloth achieved success because they based their campaign around their consumers.
In addition to the various ways in which fashion industry leaders can create successful social media marketing campaigns, the sum of these reports have also provided information on the overall focus of this blog; why the use of social media (and their associated marketing campaigns) in the fashion industry is imperative. Predominately, successful social media use has a direct effect on profitability for companies. Specifically speaking, these campaigns can produce positive ROI, as well as significantly increase sales on specified products. Additionally, best practices in social media can also increase buzz about a particular company. Winning campaign awards, delivering millions of impressions, building long-term brand equity and reputation, and having millions of consumers talking about a particular brand at one time are all attainable possibilities when it comes to social media marketing campaigns.
Overall, the prevalence of fashion industry leaders on social media is becoming more and more apparent, and for good reason. Because it is relatively inexpensive, it can be done well by following other success stories, and mainly because it can positively affect companies in a multitude of ways, social media has rightfully earned its place in the fashion industry as a vastly impactful marketing tool.