Facebooking Fashion!

Facebooking Fashion!

Facebooking Fashion!

Embracing the social media, the world of fashion has also gone the digital way. Marc Jacobs is on it, Burberry is on it, and so is Victoria Secret. Brands of the fashion industry are radically changing their style of marketing in order to stay in constant touch with their prospective customers and leads. In earlier times, a fashion brand was known by the position of its flagship stores, its list of eminent customers and prominent traditional-media advertising. In this user-oriented world of today, the masses are vocal and verbose about what and how they feel about every product that the brands produce, hence both boosting the sales of the brands, and destroying them completely.

Increasing consumer engagement and brand recognition, some brands have gone a mile ahead than the rest. Creating live applications, which are posted on their websites and social media platforms including Facebook, fashion magazines like i-D take the styling talent of their customers to a new level. Giving an opportunity to let users assemble the various catalogue products before actually purchasing them makes the brand closer to the customer. The users also have an option to post their respective designs on their Facebook walls to solicit feedback from their friends.

According to Social Media statistics, the growing segment of the population on the demographic front is of the age 45-55 in females, which is also the audience that the luxury brands wish to target. Distinguished brands including Ralph Lauren, Oscar de la Renta, Gucci and Louis Vuitton have built up e-commerce sites, which provide an extensive compilation of products available at their stores, and encourage its customers to communicate through these mediums. This not only helps in inventing a new way of increasing brand awareness, but also to generate sales.

Banking on the fact that the consumer is online the most times nowadays, and the social media is the medium that they are increasingly using to get information, the fashion brands have developed widgets that lead the customer to the main website, hence achieving a growth of 20% on the online traffic.

Brands like Donna Karen and Oscar de la Renta have not only developed and maintained profile pages on Facebook, but have also created a Twitter account which lets the customers know what is happening inside the world's most prestigious design houses. Hiring people to report from inside the organization, the brands create hype about all the products that will hit the market in the near future, making the consumers wait in anticipation to have a look at it in real. An innovative marketing strategy, the exercise makes the customers feel that they part of the extended family of that brand, and thus identify themselves with it.

Considering the ever-changing nature of the fashion industry, the marketers of the industry should realize that social media marketing is here to stay. The challenge in the entire process is not only to keep changing strategic solutions with the changing demands of the customers on the social media, but also to evolve and gain influence by creating an exciting appetite for their luxury-loving consumers.

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