Some of the oldest fashion brands have been forced to adapt to the digital marketing era. They must instead find more aggressive and innovative ways to promote their own products. The same applies to newer companies in an increasingly fragmented industry.

 

Fashion companies nowadays are embracing social media to reach their customers in a new way. They have discovered that building relationships with social media thought leaders, sponsoring content and finding creative ways to engage their customers with contests and other campaigns are key to running a successful social brand.

About 90% of marketers claimed that social media generated immense exposure for their company, and that’s only one of its many advantages.

It’s easy to see that social media marketing is a key element for success in marketing and many marketers realize the potential for business growth using the platform. It’s proven that implementing a social media strategy will greatly increase the brand recognition of a fashion company since they will be engaging with a broad audience of consumers.

On another hand, simply having people interact with posted content will increase brand awareness and begin building your reputation as a business.

 

Example 1 – Topshop

 

Topshop launched the #LIVETRENDS real-time social media campaign on Twitter during London Fashion Week. They decided to spend a lot of money to sponsor the trend, but the results were exceptional. The fashion brand received nearly 4 million engagements and sales on featured products increased by 75%.

The lesson is clear – if a company have the money to sponsor a Twitter trend, they should go for it because the payoffs can be huge and the chance is too big to be missed.

 

Example 2 – Brenner

Brenner has run a number of contests on Facebook to show off her pieces. Many have received over 1,000 shares and likes within 24 hours which is a remarkable number.

…But how?

Brenner made her contests a success because she knew the importance of using thought leaders in the fashion industry, so she reached out to a lot of major fashion bloggers. They helped her to increase the company’s brand awareness and population amongst the fans of the bloggers she was using at the time which increased her customer auditory.

 

Example 3 – Burberry

 

In addition to their unique contest ideas, Burberry has carefully refined its content marketing strategy over the years. They use carefully chosen images with their own insignia. They share them across all of their social media platforms. Their cross-platform marketing strategy helps them get 2,000 to 5,000 shares on most of their posts.

Most of the world’s fastest growing fashion brands have one thing in common – they all have a strong presence on social media. Brands need to invest in the right social media platforms to reach their customers in new and inspiring ways.

 

Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.

 

References:

 

Anon, (2018). [online] Available at: https://www.business2community.com/social-media/benefits-social-media-marketing-01140985 [Accessed 7 Jan. 2018].

Coschedule.com. (2018). 20 Benefits of Social Media Marketing That Will Boost Your Brand – @CoSchedule. [online] Available at: https://coschedule.com/benefits-of-social-media-marketing [Accessed 7 Jan. 2018].

Forbes.com. (2018). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#7f3a82d21f80 [Accessed 7 Jan. 2018].

Sheetrit, G. (2018). 3 Inspiring Social Media Case Studies for Fashion Companies | Socialnomics. [online] Socialnomics. Available at: https://socialnomics.net/2017/07/31/3-inspiring-social-media-case-studies-for-fashion-companies/ [Accessed 7 Jan. 2018].

Sprout Social. (2018). 38 Benefits of Social Media Marketing for Business. [online] Available at: https://sproutsocial.com/insights/benefits-of-social-media/ [Accessed 7 Jan. 2018].