The fashion industry has undergone a total transformation since the turn of the millennium, when I was the fashion director at a major teen magazine. Back then, magazines, even corporate ones with big budgets and huge circulations, like YM, weren’t on the internet. Most magazines were just dabbling in online publishing, interactive content was a novelty, e-commerce was just getting started, and many fashion companies were just realizing that they needed to get a website.
Looking back, I can’t imagine how our businesses ever ran without the sharing capabilities, unlimited research opportunities , virtual design tools, and global shopping sites we have today. A great website is a must for every fashion brand, and major magazines are now offering digital subscriptions, while seriously experimenting with e-commerce.
The industry is facing another evolution – this time it’s social. As consumers become more and more engaged with social networks on their mobile phones, shopping, tweeting, discovering, sharing and living, engaging with them where they spend their time is crucial for the success of fashion businesses. To paraphrase Christopher Bailey of Burberry, fashion companies now have to view themselves as media companies. Generating compelling content, and giving the consumer more than just amazing clothes at great prices is crucial for a building a successful fashion business.
While a decade ago we were trying to decide whether a website was important, today there’s no question that Facebook, Twitter Tumblr and Instagram are not novelties to be treated as an add-on if time and money permit. They should be considered a must-have component of every thriving brand, store, or showroom.
So fashion industry – take note. Now is the time to get serious about social media if you haven’t already done so. Join in the online conversations about your company, and add value to them by engaging in meaningful dialogues with your fans.
- Appoint someone in the company who has the time and creativity to manage your social media properties.
- Allot a specific amount of time and budget to your social media activities and make sure you’re committed to them.
- Be creative! Engage your consumer base with contests, videos, and behind the scenes info.
- Make sure you’re listening to your fans, and adding excitement to their conversations.
- Get help if you need it. There are dozens of companies cropping up now that specialize in assisting fashion brands and retailers build – strong social media campaigns.
The internet is the most powerful small business marketing tool out there. Use it to your advantage! While it may seem daunting to get started, you can’t afford not to stake your claim in cyberspace.
Want more information on how to use social media to grow your fashion business? Email me at edina@bpmw-agency.com
