As social media becomes a primary source of information, businesses have to change their marketing strategies. The fashion industry in particular has changed dramatically due to social media, and savvy business owners utilize social media to grow their businesses. Social media has opened access to new potential buyers, expanded access to information about fashion and provided numerous new outlets for advertising.
Fashion blogs are increasingly popular sources of information about fashion, deals and how to wear the latest styles. Some of the most popular blogs are run by amateur bloggers who have not worked in the fashion industry, and business owners who wish to market their products might offer free samples to the bloggers or offer to sponsor the blogs. But amateurs aren't the only people running fashion blogs. Many online retailers now use blogs to engage with their customers and create a more personalized customer experience.
Pins and Boards
Fashion is a highly visual art, and pin-and-board websites have capitalized on this fact. Pinterest, for example, allows users to collect images from around the Internet and create unique pinboards that other users can then comment on or post on other websites. Polyvore also allows users to create boards, but the site is more focused toward images of items that are for sale rather than just pretty photos. Businesses that encourage users to promote on board-based websites or that submit their photos to these sites may benefit from increased traffic, so long as the link to the original site is provided in the image. Users frequently use pinboards to design outfits and making clothing suggestions. To maximize your benefits from these sites, try making your own pinboards with suggested outfits and color combinations, then posting these boards on your social media pages.
Social networking sites such as Facebook and Twitter allow users to share things they love with their friends. Fashion businesses have gotten in on the action by creating fan pages and Twitter accounts that encourage users to share opinions, ask for fashion advice or simply share links. Modcloth, a retailer of vintage-inspired clothing, runs a Facebook page dedicated to providing fans with free fashion advice focused on the retailer's offerings, while lingerie giant Victoria's Secret provides regular updates on sales and new products on its Facebook and Twitter pages.
- Facebook: Modstylists
- The Internet Marketing Bible; Zeke Camusio
- Social Media Today: Social Media: The Main Runway for Fashion Industry
- AdWeek: Fashion's New Establishment
Van Thompson is an attorney and writer. A former martial arts instructor, he holds bachelor's degrees in music and computer science from Westchester University, and a juris doctor from Georgia State University. He is the recipient of numerous writing awards, including a 2009 CALI Legal Writing Award.
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