Social media is impacting fashion like never before. The visual nature of the social networks combined with the aesthetic appeal of clothing and accessories go hand in hand. It’s a perfect place for fashion brand owners to focus because that’s where consumers are. Today people are so connected with social media that their first port of call for many actions which used to be offline such as conventional advertising, has changed dramatically:
Followers want to feel close to the brand they sport. They also want to be rewarded for their loyalty with exclusive access and offers. This offers a great opportunity for brands to connect with fans and influencers to promote their brand message
Sheinofficial using #SHEINgals in instagram
Scores of online fashion retailers have resorted to using social media to enhance their brand awareness, generate website traffic and promote sales. Social media platforms like Instagram, YouTube, and Pinterest, are highly successful for promoting fashion brands because of their high visual appeal and captive audience.
Here are three ways you can leverage social media to promote your brand
When talking about online marketing the only next thing that is most talked about after social media marketing is influencer marketing. The past couple of years has witnessed a significant rise in the influencers. They are the brand evangelist and the voice of the customer both at the same time. They are the bridge between the brand and the voice of the customer. They present an unbiased opinion about the product from the user perspective. But they also get paid for promoting a brand or the product. They enjoy their own raving fan following and their fans trust them. Besides influencers, there are also micro-influencer with a relatively smaller fan base, but highly targeted ones. Therefore there is no reason why smaller fashion retail brands can’t benefit from influencer marketing.
Through blogs, Youtube channels and through other online medium, influencers build a large online community of engaged fans and followers. Micro-influencers have a smaller number of engaged following. When you consider influencer marketing, the most important thing that matters is the number of followers and that depends on your goals. If you are working through Micro-influencer, you may consider working with a couple of Micro-influencer, rather than working with just one.
With influencer marketing, fashion brands no more need to focus their efforts on the expensive fees of celebrities. Instead, they can target real people living real lives and still make a large profit and build their brand. Historically the term influencer started in the form of celebrity endorsements, however, it's the social media where the term really took off.