Fashion labels are increasingly shifting their positions on social media and are building a range of social media platforms into their broader marketing strategy. Channels such as Pinterest and Instagram in particular are a perfect match for fashion labels that want consumers to engage with the many different layers of their brand. The visual nature of these platforms enable brands to sell a lifestyle, rather than just selling products.
Our lives are so incredibly fast-paced, channels such as Twitter and Instagram allow consumers to get 'behind the scenes' as magazines did and currently do. However, the instantaneous nature of the channels means that consumers get instant access to trends and upcoming ranges. 'Instead of having to wait six months for the latest collection, Instagram means Burberry's garments will be immediately available after a show.', says Alice Parfrement, Deputy Editor at Fashion Monitor.
Fashion brands need to build social media platforms into their overall marketing strategy and evaluate which channels should be used and how in order to meet their brand objectives.
Ideas for this blog post were taken from Marketingweek.com