How Social Media Impacts Fashion Industry
by Billy Griffin
The fashion industry is ever changing, each season spawning different trends, fads and faux paus. Social media is now putting a new spin on the already rapidly moving industry.
Until recently, the only consumer-industry interaction has been at the checkout counter or rare red carpet event. With social media booming, we see a new breed of consumer. Taking to the blogs, vlogs and tweets, consumers voice their various trend-tips, style-suggestions and fashion-feedback.
Social media offers fashion brand-loyalists a place to network with each other as well as with the industry itself. No longer does the industry have to depend on alternate trend-spotting sources and risky production decisions, they have a free real-time source of certainty through social media content. Social media now links the consumer directly to the industry.
How will this further change the industry? Due to the rapid response capability of consumers, one can predict an even faster rate of market changes. In the fashion industry, they say one minute you’re hot, the next you’re not. Now, thanks to social media, hot just became cold as consumers trend-in and trend-out through social media content. The fashion industry will now need to adapt to an already ever-changing market.
CEO of FashionablyMarketing.Me, Macala Wright, stresses the importance of internet marketing in her article “Should Fashion Brands Hire Agencies For Social Media Marketing?”
“Can two to three people blog, Tweet, use Facebook, upload videos, manage SEO, digitally merchandise product lines, implement email campaigns, manage PPC, create landing pages and coordinate online marketing with offline events?
The answer is NO. However, many companies think they can.”
“In the past three years, I’ve found that brands and retailers, namely those that are making $10-100 million in yearly gross revenue, have little idea how to approach the Internet. Until 2004, most brands and retailers thought of their sites as place holders and B2B marketing tools. They relied on brick and mortar stores to stock their lines and distribute them to consumers. Launching eCommerce didn’t become a priority until 2007, when the economy started to show signs of recession.”
The fashion industry is the perfect model for other markets to witness the impact of social media. With the world becoming a real-time, mile-a-minute, high expectation environment, keeping up with the Joneses just became creed to consumer-conscious industries.
This article, by CEO of FashionablyMarketing.Me, Macala Wright Lee, goes in depth with five specific ways in which social media has impacted the fashion industry. And, true to the social-media creed, invites readers to post their comments asking, “What sort of brand engagement do you hope to see in 2010?”
Links to check out:
An online resource guide to fashion PR, marketing, social media and the industry in general.
The fashion blog of Sugar Inc, a privately-owned media company network devoted to lifestyle blogs.
Independent Fashion Bloggers
An online community for independent fashion bloggers.