Social Media, Your Personal Red Carpet

April 21st, 2014 by Maureen Morphy

Coined ‘Fashion’s Latest Muse’ by the New York Times in September of 2013, it’s no secret that Instagram has been the leading source of social media in the fashion industry  for quite some time. Naturally, marketers and retailers alike have picked up on this trend, using Instagram as the latest and greatest promotional tool. But what makes the difference between a chic social media campaign and a total tragedy? Let the experts guide you with five basic rules to live by:

What Are You Doing?

fashion social media

Although social media is all about promoting your products, there is something more important to promote….your brand. No one wants to follow an Instagram that solely pushes this season’s must haves. Yes, it’s all about fashion. But people want to know what makes you tick. Where do you hang out? Where do you dine? It’s no coincidence that Rag & Bone, True Religion, Hudson, J Brand, Free People, Joie, Stuart Weitzman, Jimmy Choo, Harpers Bazaar, Mercedes-Benz Fashion Week, We Wore What, and Lookbook were all at the major music festival #Coachella this weekend. And what instapost got the most attention? With 41,872 likes, Free People takes the lead with this shot of Australian fashion blogger Natascha Elisa, who by the way, isn’t sporting a look by Free People. Helping other like-designers get press to support the Free People way of life: How’s that for lifestyle branding? #Genius.

We Can Still See the Background…

social media marketing for the fashion industryOne question: Where are you taking your Instagram photos? Wherever it is, please remember that your audience can still see what’s going in the background of your post. Your Instagram can only look as professional as it’s location, so if you’re guilty of taking all of your pictures in a dressing room, it’s time to change your ways! Taking the extra few minutes to find a scenic location will go a long way, I promise. And it doesn’t have to be a runway – go to the street, or into a room with great decor. Fashion blogger Danielle Burnstein, known for her blog We Wore What, is a perfect example of taking great street shots. Here she is pictured on a city street, in front of a wall with only a few posters and some graffiti behind her. But with the few pops of color and great lighting, it makes for an amazing background. This is probably why she is followed by major designers like Alice + Olivia, Tibi, J Brand, Theory, Jimmy Choo, Stuart Weitzman, and Kurt Geiger.

Social Media Marketing for the Fashion Industry

Let Me Take a Selfie

While the infamous ‘selfie’ is sometimes a must in order to properly display an outfit (sans the duck face), remember that the focus is on the product…not the person modeling them. There is a reason that professional models are very thin. Models are meant to be background, they are there to display the clothing or product, and not to distract from them. That being said, models are a critical element to any campaign. Clothing never looks the same on a hanger as it does on a person. The viewer needs to see the fit of the garment, as well as know how to style it. There is an entire Instagram account that puts this rule to the test called Up Close and Stylish. The stylist (and model) posts ‘selfies’ daily, however she chooses to remain entirely anonymous. She has never shown her face to the public, only her outfits. And how many followers does this mystery fashion lover have? As of right now, she has the attention of 898,000 viewers, with the majority of her posts getting well over 20,000 likes.

Social Media Marketing in the Fashion Industry

All Things Beautiful

The fashion industry strives to create beauty in the form of wearable art. And as art lovers know, there is inspiration everywhere. Do you see something absolutely gorgeous that makes you smile? Share it! Whether it’s a garden in full bloom, a picturesque park, or an amazing presentation of food – we appreciate the post.Take it from the Instagram guru’s at Alice + Olivia, who are known for their unbelievably colorful and whimsical pictures. They recently posted this bouquet of flowers, which caught the attention of 5,761 viewers, so it’s safe to say the public responded.

 

Social Media Marketing in the Fashion Industry

Use Your Tools…Wisely

There are some great tools on Instagram for fashion designers, bloggers, and retailers alike. The video tool is great for behind the scenes clips of photo shoots, or taking your favorite outfits and turning them into a montage. Of course it’s always popular to do a video recap of all of the looks you’ve put together at the end of the year…but personally, I prefer the sneak peeks. It’s also easy to credit someone within Instagram (designer, stylist, brand) whether it’s via tag or hashtag. But please – easy on the hash tags. No one likes an over enthusiast blowing up their Instagram with #unnecessary #borderlinespam #hashtags. Let the creativity of your post speak for itself. Yvan Rodic (of Face Hunter) spotted model Ash Walker making a statement on subject….