Social media has had a powerful impact on the fashion industry, taking it from something which was controlled by a handful of designers, to an industry that has started to see its trends shaped by those who buy from and follow the brands. How can fashion brands capitalise on this shift?
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As with other sectors, the fashion industry has had to adapt to the shifting influencer landscape. There was a time when fashion and trends were largely dictated by industry experts. Something was in season, or it wasn\u2019t. If fashion brands are keen to work with influencers, they\u2019re especially excited about working with celebrities who have a particular talent that can benefit the brand.
\nThese days things aren\u2019t so clear cut. Customers have taken to social media. They\u2019ve started fashion blogs, and become famous for their fashion photography on Instagram. They create their own mix and match styles, sharing them with their social following. In doing so, some have managed to acquire thousands, or even millions, of followers. Traditional opinion setters aren\u2019t as influential as they once were.
\nAccording to statistics reported in the Fashion Monitor and Econsultancy report, The Rise of the Influencers<\/a>, just 27% of US, and 23% of British consumers reported that their purchasing choices were \u201cinfluenced by \u2018great\u2019 brand advertising\u201d. What\u2019s more, fashion marketers reported allocating between 30% and 75% of their total marketing budget to influencer marketing. Fifty-three percent said that they spent \u201ca sizable chunk\u201d of their budget on \u201csocial media community growth and engagement\u201d.
\nDesigners and fashion houses have started to realise that they service an audience of people who have creative concepts of their own and who are willing to share them. By working with their consumers, the fashion industry can stay on trend as individuals find and create their own styles.
\nThe industry is in a position where a significant portion of social media brand mentions are generated by consumers as they discuss the brand (according to an example cited in Brandwatch\u2019s report Social Insights on the Luxury Fashion Industry<\/a>, 99.63% of luxury fashion brand Twitter chatter was generated by consumers).
\nFashion fans want to get involved in fashion, and brands are starting to heed this call.
\n <\/p>\nTapping the reach of influencers<\/h4>\n
\nBurberry worked with Brooklyn Beckham on the #THISISBRIT campaign, where his photography sat well alongside pictures by seasoned professionals.<\/p>\n\n