SOCIAL NETWORKING
IN FASHION
VOCABULARY
Influencers
Social Media Advertising
Collaboration
Authenticity
Fashion Industry
Social networking sites (SNS) are increasingly becoming
important in fashion industry, because of their affordability
and free access. SNS are becoming a global phenomenon.
Social networks have facilitated fashion industry in every
aspect. It is very easy for people who want to establish a
new business with small investments, owing to SNS.
Today bloggers are an influential feature of the fashion
world, providing space for reviews and marketing. Luxury
brand accounts on social networks register the presence of
a brand also facilitating value and public relation building.
Trend was found that social media and fashion industry are
highly interdependent on each other while combination of
these two elements have brought a new phenomenon into
existence.
Fashion began to play with social media in the 2010s,
when platforms like Instagram, Facebook and Twitter
began to gain popularity.
Fashion brands are starting to create profiles on
2010-2012 Facebook and Twitter.
- Fashion bloggers are starting to gain popularity.
Instagram becomes the fashion platform of choice.
2013-2014 - Fashion brands are starting to use hashtags and
advertising campaigns on Instagram.
Fashion influencers are becoming key for brands.
2015-2016 - Social media marketing campaigns are becoming
more sophisticated.
Fashion brands are starting to use Instagram
Stories and IGTV.
2017-2018 - Fashion brands are starting to sell products
directly on Instagram.
TikTok becomes an important platform for fashion.
- Fashion brands are starting to use augmented
2019-2020 reality (AR) on social media.
Fashion focuses on sustainability and social
responsibility on social media.
2021-Present - Fashion brands are starting to use artificial
intelligence (AI) to personalize the customer
experience
APPROACH
Influencers and bloggers: Fashion influencers and bloggers have
millions of followers on social media and can promote products and
brands to their audience.
Social Media Advertising: Social media offers targeted advertising
options that allow brands to reach their target audience.
Marketing Campaigns: Social media allows brands to create viral
marketing campaigns that generate engagement and brand awareness.
Online sales: Social media allows brands to sell products directly to their
followers.
Trends and styles: Social media helps spread fashion trends and styles.
Collaborations and events: Social media allows brands to announce
fashion collaborations and events.
Customer Engagement: Social media allows brands to engage with
customers and receive feedback.
Data Analytics: Social media provides valuable data on customer
behavior and preferences.
POPULAR FASHION
INFLUENCERS
INCLUDE:
- CHIARA FERRAGNI
- OLIVIA PALERMO
- CAMILA COELHO
- ROSIE
HUNTINGTON-
WHITELEY
- KYLIE JENNER
COLLABORATION OF BRANDS AND INFLUENCERS
CHANEL
In the fast-paced world of fashion, few brands can boast
a history as rich and legendary as Chanel.
A clear example of these ambassadors is the Gossip Girl
star and one of the youngest Chanel ambassadors,
Whitney Peak, who not only wears the brand, but also
became the new face of Coco Mademoiselle de Chanel.
NIKE
They have collaborated with influential athletes
and social advocates to deliver powerful,
authentic messages that connect with the fashion
industry.
ZARA
Zara, a leading fashion brand known for its agility
in the market, has adopted a strategy based on
authenticity and diversity.
In 2022, he headed for more sustainable policies,
an alliance with the Kardashians and his first
campaign with an influencer, Marta Sierra.
IMPORTANCE
Marketers are also integrating paid bloggers into their marketing
mix to enhance the projection of their brand, or collaborate with
the successful bloggers and provide them certain privileges.
They are now viewed a new range of fashion journalists who
influence the purchase intention of the consumers. Advertising
blogger agencies have evolved which points to their
effectiveness. Communication is the distinctive feature of social
networking sites which has enabled the activities based on value
building of brands. Consumers today trust the social network
sites as people write about their personal experiences.
