Besides setting trends, there is one other thing fashion houses are great at–utilizing social media to further their brands. The social media frenzy was evident ever before Mercedes Benz Fashion Week began in New York City.
Pinterest, for example, launched a fashion week hub before Fashion Week opened and featured behind-the-scenes looks at a various brands. Michael Kors fashion week board, also, has already gained nearly 90,000 followers, yet their actual hasn’t even taken place.
According to Inc., across almost every platform, fashion companies lead the social media pack. How do they do it? Here are some social media tricks of the fashion world. online.
1. Visuals Are Everything
Fashion is visual — that is a given. So it is no wonder that visual social networks such as Pinterest, Instagram and Vine are growing in popularity. So they get the word out sometimes with a visual, which can pack more punch than words at times.
Piqora CEO Sharad Verma told Inc. in a separate story that visual networks tend to be the most powerful social media platforms, mainly because “the product-related conversations on Pinterest, Instagram, and Tumblr are mostly organic–not driven by brands but emerging from people.” This, says Verma, makes these a “great way to generate free earned media and traffic.”
In fact, Pinterest alone is already responsible for 23 percent of social media purchases.
2. Sell A Lifestyle
Don’t just display your products or promote your services. Target a clear customer and deliver a story that appeals to that client. “Kate Spade’s #ohnewyork tweets seem to be from a trendy, New York-obsessed fashionista who’s gallery-hopping her way around the city (in Kate Spade clothing, naturally),” reports Inc. Take a look at Christian Dior’s “Secret Garden – Versaille” storyline, which was created last year. The story, which included a video and behind the scenes photos, was promoted across YouTube and other visual social media, and paints a luxurious picture.
3. Interact With Fans
Get your followers involved. Throw contests, start hashtags and engage the users.
Some fashion brands go a step further, incorporating user-generated content into their overall strategy. As Libby Myers, a fashion account director at Room 214, explains this is “something that started in the fashion industry and I’ve seen a ton of brands widely adopting this, putting their fans out there as the advertisement.” This gets fans excited about the possibility of being featured by a beloved company.
“It’s not just to get free content, but also to elevate that fan and make them feel special. And it carries over to other fans,” she tells Inc. “It’s mutually beneficial. Everybody wins. The brand doesn’t have to hand out some high reward, but nevertheless the fan feels very, very special.”