Key Weapon for Battle – INFLUENCERS
The clue is in the name: essentially, they are individuals who have the ability to influence the opinions or buying decisions of your target audience, largely thanks to their social media following Simpson (2015).
According Trammell & Keshelashvili (2005), influencers influence by impression management tactics and self-presentation. In addition, this idea holds central from everything that happens after that. They use their personal attributes to engage with consumers which increases their followings due to the interest created. Each influencer has a different type of appeal whether it be inspirational, analyst, activists etc. Many industries have seen the positive impact that they can have on their brand. The fashion industry, is a sector that have really capitalised on the use of influencer marketing. Boohoo Influencer Example – Jordyn Woods
A hashtag is a Metadata that helps add words to a catogery; to be a hashtag the word(s) must have the # symbol infront of it with no spacing, for example #fashionlove is correct #fashion love is not (Neff and Moss, 2016). The word will then go into the category to enable users to find your post (Neff and Moss, 2016). Check out Rebecca Hiscott blog for more detail on what hashtags are.Secondly, you might be thinking why on earth do I have to use hashtags?Bruns and Burgess argue that hashtags increase the audience level of a campagain while Saxton (2015) argued that hashtags enhance consumer engagement; Simply Measured (2014) research identified that the use of one hashtag can increase consumer engagement by 12.4% in contrast to the use of no hashtags.
Suggested The need for hashtags is heighten within Instagram as the method to find pages is to search for a hashtag; unless you know the direct name (Dobson, 2017). Minazzi (2014) further argued that businesses with high consumer engagement experience higher levels of revenue and customer loyalty; with the high costs of acquiring new customers, customer retainment is of importance (Rosenberg and Czepial, 1984).Thus, it is of importance to understand how to use hashtags effectively within an Instagram initiative (Wooldridge and Pierce, 2014).
Luckily, this blog will equip you with that information; so, you, yourself, yes you, can make an epic and memorable hashtags to fuel your Instagram marketing.
How great would it be to have your own personal shopper assistant without being in a store?
La Redoute have the answer to this through their live weather billboard with weather sensors for their campaigns. The sensors attached to the digital signage detect different weather changes and once the weather changes, the models outfit changes accordingly to suit the temperature. This unique concept means that consumers can gain ideas on what to buy for that particular season. Of course, some countries would have a massive variation for times it changes, as places like the UK are known for going through different season in the same week.
Interestingly though, Funk (2011) explains that the channels of social media marketing are ‘not as important for selling’ but crucial for ‘listening to customers’ and ‘communicating your brand directly and personally’. The importance of listening to customers in the modern business environment is paramount, as a positive social media presence reaches out to existing and potential future customers. Often large fashion brands can seem unreachable in terms of a personal social media presence, and this is an area to exploit for smaller brands who cannot compete with the costs of global marketing campaigns. In the modern business environment customers, more than ever, can be vocal about their opinions and experiences with a brand. For a fashion brand it is important therefore, to be transparent and create a relationship and sustainable connection with the public.When promoting a new fashion brand on social media, the most difficult challenge is to build awareness and a positive reputation with consumers. If this reputation is negative e.g. poor quality or poor customer service, this will have a detrimental effect on potential growth and success in industry. However, Morin (2014) suggests the notion that negative reviews can be good for small businesses, and that they should be embraced not feared. Especially considering that the clothing industry involves purchases which involve different fittings and sizes, therefore customer complaints and returns are likely to occur.
According to a 2009 study by Technorati, blogs have exceeded all other Internet applications in the number of users. By 2011, the total number of blogs reached 152 million. The popularity of blogs has shifted the nature in which fashion brands communicate with their audience, as blogs today are considered the new electronic form of word-of-mouth or e-Wom (Sedeke, 2013). A few features and functions of online communications through blogging platforms include (Okonkwo, 2010): Transparency – people must know ‘face’ of blog, blogger must be open to all dicussions, even negative ones Informality – the more informal: the better – if writing is ‘too smooth’ readers may not trust voice and see blog as ‘corporate ghost’ Objectivity – bloggers must be unbiased and fair, readers are quick to point out when blogger is being influenced by certain brand/company Trust – consumers trust eachother more than press and companies, without trust, community is gone Most fashion brands have only just caught up with bloggers. Much scepticism has been placed around the credibility of bloggers, with established brands and designers resisting to incorporate them into their corporate communication (Okonkwo, 2010).
(Marwick., 2013) defines fashion blogging as an “international subculture comprised primarily of young women who post photographs of themselves and their possessions, comment on clothes and fashion, and use self-branding techniques to promote themselves and their blogs”.
They create a website, on which they write about their latest finds in fashion, beauty and lifestyle in general. Working with bloggers is a famous strategy among Fashion Retailers as blogs rank among the top five “most trustworthy” sources of information on the Internet.But it can sometimes be hard to stand out when working with bloggers, as they are demanded by many brands that want to benefit from their visibility.
The rise of social media has made it possible for people to communicate with others about a company and its products and is also a way for companies to directly speak to their customers (Mangold & Faulds 2010). Sharing content with thousands of followers at once isn’t the only benefit of social media, Social networks like Facebook, Twitter, YouTube, Instagram, and Tumblr give fashion brands a way to connect with their audience and can ultimately increase your audience (Mohr 2013). Anybody in the fashion industry should incorporate social media in their marketing strategy if they have not already done so. In this blog I will provide a guide to fashion retailers on the different ways you can market yourself using social media and provide examples of brands that are successfully using each type of social media outlet.
With the rise of social media and the emergence of smart phones, a whole new world of opportunity has surfaced for companies to produce and maintain customer relations (Bergström& Bäckman 2013). Customers now expect a company to be present on social media therefore it is necessary for a firm to be actively engaged on social media. Instagram is a great marketing channel where companies can exhibit their products and provide further information about themselves (Bergström& Bäckman 2013).
The fashion industry has most definitely embraced Instagram, the powerful platform has been utilized by high end luxury fashion retailers to fashion bloggers, allowing companies to simply visualize their brand and convey their messages and values to customers. With over 300 million monthly users, the photo-sharing app and social network is quickly becoming a great place to make a name for your company. However like all social media outlets, there is a right way and a wrong way to use it. In this blog I will provide a few tips on how to effectively use Instagram to gain and build a following in the fashion industry and give an academic perspective.