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. Location change, shooting @maddiedemaine1 @BrooklynBeckham for #THISISBRIT<\/a><\/p>\n A photo posted by Burberry (@burberry) on Jan 30, 2016 at 9:56am PST<\/p>\n<\/div>\n<\/blockquote>\n While they received significantly more likes on his own Instagram profile<\/a>, Burberry did receive a lot of press attention<\/a> for working with the youngster. Fashion is something that used to be dictated to a much greater degree, something is in style\/season or not. Thanks to social media, people are sharing their own aesthetics and gathering large social followings of people who share or admire their tastes. In many quarters, fashion is becoming something that is shaped by its consumers. Misha Noonoo Instagram Fashion show on Instagram @mishanonoo_show<\/a> on Sep 6, 2016 at 1:52pm PDT<\/p>\n<\/div>\n<\/blockquote>\n This year the designer said she would skip New York Fashion Week and debut her fall 2016 collection in September<\/a>, so that fans could purchase the must-have items straight after seeing them for the first time. 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? The power of…<\/p>\n","protected":false},"author":10,"featured_media":23298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[14,37,13],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2023\/10\/Social-media-and-fashion-1-scaled.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"
\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
\nKendall Jenner got her opportunity to model thanks to the exposure granted to her by her family\u2019s reality TV show, but (in addition to having a talent for modelling) she also has a large social media following (more than 60 million on Instagram<\/a> and 18 million<\/a> on Twitter).
\nBut it\u2019s not just celebrities that the fashion industry is using social media to discover. Designer, Marc Jacobs, took to social media to search for talent for its Spring 2015 ad campaign. The #CastMeMarc campaign had more than 100,000 entries across social media, and over a year later, there are more than 100,000 photos<\/a> using that hashtag on Instagram.<\/p>\n<\/h4>\n
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Consumers are becoming the opinion makers<\/h4>\n
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\nBurberry changed its calendar<\/a>, allowing it to use Instagram to show fans its latest collections straight after fashion shows.
\nMisha Nonoo did an entire fashion show<\/a> via Instagram for New York Fashion Week, to showcase her Spring 2016 collection.<\/p>\n\n
\nFashion houses have built their calendars around major fashion shows decades, but social media has given them a direct connection with consumers. People can view, like, share and buy while the items are fresh in their minds, rather than getting a quick glimpse of a dress in a magazine and having to wait for weeks or months for it to hit the stores.
\nFashion is a very personal, intangible and emotional thing for many people. Style is becoming much more individualistic and many designers \u2013 both famous and unknown \u2013 are discovering the benefits of using social media to connect and share with their fans.<\/p>\n","protected":false},"excerpt":{"rendered":"How Social Media has Revolutionised the Fashion Industry<\/a><\/blockquote>