Social Media Platforms For Fashion
Women use social media more than men. In fact 78% of all women aged over 18 who use the internet are active on social media according to Pew Internet Research. That’s a lot of women, with a lot of disposable income, and a passion for fashion.
The UK brand Topshop partnered with Facebook in 2012 to live-stream a London fashion show and achieve the largest online audience of its kind. Over 200 million people were exposed to the brand and the fashion, with customers able to purchase directly from the runway in real time. The very first dress featured on the catwalk was sold out before the end of the show. If that doesn’t convince you of the place of social media in the fashion industry nothing will.
Fashion and social media were made for each other. Fashion is such a visual concept and social media is all about pop culture and sharing. If you are in the fashion industry and not using social media then why not, and where do you start?
Twitter and Facebook are 2 of the most well known and most used social media platforms but there are other lesser known avenues that are better suited to the fashion industry and are fast gaining momentum with each passing season.
Instagram is like twitter for photos, and usage increased by 9% in the 18-29 year old female population in the last 12 months alone. Instagram video was introduced mid 2013 taking the platform to a new level and added a perfect opportunity to share fashion in 3D.
Another fashion friendly option just for video is Vine, which is quite new and still in development stages. Vine is particularly well suited to Twitter users, as the integration between the two platforms makes your image appear right in your twitter stream as an animated image. What a cool way to show your customers what you just unpacked in your store or designed in your studio.
Leading the pack is Polyvore which has 17 million unique monthly visitors and is a community powered social commerce website. According to their Wikipedia entry, as of August 2012, Polyvore had over 17 million unique monthly visitors, 72% of whom are female. 49% of its users are within the 19-34 age range. If you are a fashion label not using Polyvore you are missing out on serious exposure.
A newcomer with a growing presence in the social and fashion world is Keep, which describes itself as ‘the place to go when you want to discover and buy the latest trends in fashion, decor, accessories, and design. Where’d you find that?’ Their Facebook page alone has over 67,000 likers so this is a platform on the rise and one to look out for.
Social media is a great way to connect with your customers and get instant feedback on what they want from you as a brand, a store or a stylist. It is market research in real time, virtual relationship building and an ever changing and dynamic billboard for your product or service.
Social media and fashion – A match made in heaven and a marketing tool for the industry that cannot be overlooked.