How Social Media is Giving Consumers Front Row Runway Seats, from designers and brands being active on Twitter to new sites allowing users to ask for fashion opinions, social media has taken the fashion world by storm! It is time to say “goodbye” to the days of calling customer service for an issue, and time to say “hello” to posting on a company’s Facebook wall. Fashion has always been about the latest trends, self-expression, and those particular days where everything you try on looks amazing! But, social media has allowed personal style to be showcased in a much more profound manner so that now the latest trends are at the finger-tips of the consumer.
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From sample sale sites such as Gilt Groupe and Ideeli, to monthly shoe clubs like ShoeDazzle, all brands now have not only an online presence but are using social media to actually connect with the consumer. Each of these brands is currently using sites like Twitter and Facebook to connect with customers. Whether it is a question about an order, or sharing the latest showroom styles, they are utilizing social media not only to engage their audience but to respond to questions that are received.
Sites such as Twitter also allow brands to make announcements and broadcast from events. The Bergdorf’s “twitpic” account (via twitter) does a great job of this. Whether it is a hot new product or pictures from an event or fitting, they are constantly updating the latest in company and style news.
Then there are sites that allow the modern consumer to do what social media was made for. Share and discuss with peers. Sites such as Go Try It On allow you to upload pictures of an outfit to the site where others can comment and let you know whether or not they think the outfit looks good. Technology has become the mirror. You can get an opinion from another fashion obsessed user.
Sharing what you might buy with others on the internet is only the beginning. There are now blogs ranging from the latest on the runway to showcasing what is hot in each city. IFB is a site dedicated just to “independent fashion bloggers”, showcasing their latest posts and allowing them to connect. Style is now able to be shown through more mediums then just magazines and TV ads. Updates are made directly from the runway, allowing anyone to get a front row seat. Many self-made fashion bloggers are now being given access to fashion week and designers and then sharing the information with their subscribers.
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Along with blogging, sharing pictures, and interacting with customers, social media has allowed the consumer to interact with a brand in the store. “Location-Based” marketing applications such as Foursquare are allowing customers to essentially “check-in” and then receive “deals” in the store. GAP ran a Facebook “Places” promotion at the end of last year where the first 10,000 people to check-in to a GAP store across the country received a free pair of jeans. Location-Based marketing has allowed brands to give a reason for people to come into the store.
Social media is taking the fashion industry by storm – allowing brands to connect with the consumer and offer more than just their product. Between the internet, social media, and mobile capabilities, shopping and sharing is literally at our finger tips!
How has social media changed your interaction with fashion? Join the conversation with me!
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