When it comes to attracting followers on social media, the fashion industry has it easy. The industry thrills with all the glitz and glamour a person can fantasize about. With new collections launching every season and new trends to set, social media is the ideal marketer for a fashion retail brand. According to Fortune magazine, Lilly Pulitzer, a 60-year-old fashion brand, currently boasts 185,000 followers on Instagram and 57,000 on Pinterest. It is also featured on Kate Spade, Nordstrom, Splendid and many other famous outlets. We will take a look at how Lilly Pulitzer and other fashion brands used social media, and the importance of these channels in promoting their brands.
The famous microblogging site welcomes anyone to tell the world about themselves – in 140 characters at a time. The platform gained 3% more monthly active users in the second quarter of 2016, which is up to 313 million worldwide. The fashion industry is using that exposure correctly by launching campaigns with unique hashtags on Twitter.
Famous retail brand Topshop partnered with Twitter during the 2015 London Fashion Week and introduced #LIVETRENDS that brought real-time tweets by front-row tweeters. Billboards were set up near each Topshop outlet that showed the most popular item, which people could buy from the website. There were more than 3.8 million customers engaged in the hashtag #LIVETRENDS, which caused a 75 percent rise in the featured products. According to Sheena Sauvaire, Global Marketing & Communications Director at Topshop:
“Topshop is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years, and this season is no different.”
LIVETRENDS was awarded the Digital Marketing Campaign of the Year award at the 2015 B&T Retail Week Tech & eComm Awards.
YouTube is an online public communications site. It allows registered users to make and upload videos for public viewing. YouTube gained more than one trillion playbacks this year, and naturally is the most trusted video-posting medium online. According to comScore, YouTube ranks second in terms of search engine (the first is Google, which now owns YouTube). This is a key fact for smaller fashion retailers, because many videos and channels on YouTube aren’t properly optimized to be on top of the searches. By developing a clever strategy, lesser-known brands can grab a market share and land on top of the search results. Learn more about this on backlinko.
It will not come as a surprise to anyone that Chanel N°5 is the most sought-after fragrance in the world. Although Dior has been doing well since its establishment in 1999, it has always been behind in market share. Finally, Dior J’Adore moved up to number one by launching a 90-second commercial on YouTube, featuring Charlize Theron running backstage and famous women like Marilyn Monroe and Grace Kelly. The keyword was “J’Adore.” It quickly became one of the most watched videos on YouTube. Dior earned a 17 percent increase in sales that year, and became No. 1 in Italy, No. 2 in China and in the top 10 in the UK and US (sales increased by 25.9 percent).
Watch the glamorous ad here.
Snapchat is a video-sharing app that is extremely popular among teens, but brands are still learning how to utilize it. The geofilters for an audience of more than 100 million daily on Snapchat have a lot of potential for fashion brands to showcase their events and collections. The augmented reality used by Snapchat applies many filters to a natural setting, making it all the more lucrative for celebs and fashion marketers.
Rent the Runway:
Rent the Runway is one such company that uses Snapchat to help its customers find the right fitting by asking them to send photos of items they wish to wear. Glossy has more details on how Rent the Runway’s team helps a customer choose the best item for special occasions.
A British High Street retailing brand, ASOS reportedly thinks that Snapchat is very important for sales and aims to reach their audience through this platform. The brand joined Snapchat in 2013, and has been posting stories since. The stories were viewed more than 20 million times in Europe, and ASOS keeps posting Snapchat-related content on their blog to keep their customers in the loop.
The brand is always on top of the digital marketing game, with popular campaigns on every social media platform. The brand is on Snapchat with the username burberry. Many marketers believe that Burberry’s snapchat stories are so polished that a common person cannot even come close to looking like that, while the brand itself enjoys 60 percent more traffic to its site via stories.
Instagram was born to fulfill a photographer’s vintage filter needs, but slowly the popularity of its medium started attracting social media marketers. It allows registered users to share photos and videos either privately or publicly and allows sharing to sites like Flickr, Twitter, Facebook and WhatsApp. The newest addition to Instagram is its stories option – quite a lot like Snapchat, but unique in an Instagram way. Fashion retailers should take it seriously and make an Instagram strategy to attract larger audiences. This year’s London Fashion Week hashtag had more than 5,602 posts compared to 1,178 Twitter mentions. Tommy Hilfiger had a unique “Instagram Pit” which was a photo booth for influencers. Fashion Monitor says that any average Instagram user is checking his feed 24/7, and brands posting on such user’s feed is like giving the user a backstage feel. It connects a customer to the brand and increases sales.
The retail company doesn’t just post offers and discounts on Instagram – it makes you feel connected. How? They have personal stylists that have accounts by the name of @asos_megan and @asos_isabella (and many others) who post beautiful content on their own feed, mostly wearing ASOS. They are like any fashion bloggers who have a huge fan following, and their daily adventures are anticipated by millions. People who run the main ASOS account choose the stylist’s photos and repost them, garnering sales from the following of these accounts.
Boomerang by Instagram is a captivating video-sharing medium, with the videos going on a back-and-forth loop. The fashion world loves that. Boomerang is born in an Instagram family of 400 million users, which automatically makes it a hit. Celebrities and Fashion models post GIF-like videos made in Boomerang to put some fun into their follower’s feeds.
The fashion brand run by famous Hollywood actress Reese Witherspoon has a vivid Instagram account, and Reese loves shooting her videos on Boomerang. It involves her wearing her beautiful collection and posing. Her floral and print collection is always sold out within a few hours of launch. The Oscar-winning actress says her digital marketing strategy is based on how she likes to dress up. “I love clothes with color and happy prints because you only get one life, so you might as well make it pretty.” Read more about Draper James on DailyMail.
The most popular social networking site is only to be missed out on if one lives under a rock. Fashion marketing started on Facebook, and thrives on its business pages. Facebook has brought forward e-commerce, and it integrates your fashion website to your Facebook page to reach millions of customers.
It has more than 800 million users. For a fashion brand, the key things are Facebook sponsored posts, Facebook credits, Facebook pages manager, mobile platform, Facebook social plugins, Facebook open graph beta and the location tab. These elements are driving a retail revolution. People ask Facebook what to do, what to wear, who to consult, etc.
Haute Look is a brand targeting women, men, kids, travel and home. The rise of private membership and email subscriptions is very lucrative for customers. Their Facebook page has 470,000 likes and is built around Facebook-only benefits like first looks into collections, Facebook-only sale events, exclusive giveaways, sweepstakes and interviews with famous designers and bloggers.
Lacoste is the second fashion brand that owns a Facebook shop, which will take you to its e-commerce website for the buying process. It uses Facebook to spread awareness about its collections and provides many discounts and promo codes. One key feature of their Facebook page is “How do you wear Lacoste?” where they teach you the best way to style your Lacoste item. They have nearly 7 million likes on their Facebook shop. Fashion retailers should take notes. It’s also on Hubspot’s Top 5 brands list who use Facebook the best way.
Banana Republic is a clothing brand that has been supporting human rights for a long time. They initiated a unique campaign when marriage equality rights were announced in California. The hashtag was #BRLove4All, and it asked people to share their stories using the trend in order to have a chance to get dressed by BR on their wedding. The campaign had more than 14,400 interactions on Facebook and more than 60 million impressions.
Pinterest is any lifestyle improver’s dream come true. Given the popularity of visual content, Pinterest gives its users a chance to display photos and videos (which is called “pinning”) on albums called “pin boards.” Pinterest surpassed email as a sharing medium, and continues to grow. It jumped 19.2 percent in the last quarter of 2013 as a content-sharing platform. Brands have much to use in this, especially with the themed pin boards at Pinterest that are like a virtual grouping of the very item a person is looking for. Get more information from this article called “What is Pinterest and how does it work.”
ModCloth’s sharp Pinterest strategy is almost a killer for all of its competitors. The brand’s Pinterest account has 2.2 million followers, more than anyone else on the board. Women love to make wish lists and plan events and crafts with Pinterest, so ModCloth cashes on that human emotion. First of all, it puts the “most pinned” items on top of the page and calls them features – as they’re loved by users. Each product displayed on their page leads users to the buying page. It also adds designers’ picks and employees wearing selective ModCloth items every now and then.
After looking at the most popular social media channels of today and strategies of different fashion brands, here are the key points:
- Turn social into sales. Make sure in all your product photos, you directly put a link to shop for the product right away. You can even mail the social media office to help you with custom integration.
- Love and highlight your community; it’s a strategy that always works. If teens love Snapchat, feature a teen wearing a Burberry scarf on your story, and be loved by your community in return.
- Always be there to help. Huge brands like Walmart are always fast to reply to tweet queries. Try to do the same by being there for your customers if they have a negative review or are confused about something.
- Imagine your brand as a person: Many people use social media to show off their life, so imagine your brand as a person and post likewise. Take tips from Aeropostale!
- Make your fans feel connected. Francesca’s, a women’s clothing store, retweets the fans that tag them. Make your fans feel important, especially those who have good things to say about you.
- Cash in on trends. Trends are the best times to showcase your products, like during the holiday season, so make use of it.
Just remember that the online world is tricky, and people may have both good and bad things to say about you. To avoid facing an online backlash, try to be in control of your accounts and maintain a happy, positive approach. For more inspiration, read Hubspot’s article about the best brands on Instagram right now.