Benefits of Using Social Media in The

Fashion Industry
The impact of social media on the fashion industry is undeniable. Since the
boom of social media, businesses have started to recognize the many
benefits of creating a voice for their brand and engaging with customers on
popular social media platforms. Some of the most impactful benefits of social
media for fashion businesses include:

 Cultivated Brand Image and Increased Awareness: Social media

platforms allow businesses to cultivate their image, messaging, and
overall lifestyle so that customers can get a clear idea of what the brand
stands for. With an effective marketing strategy in place, businesses are
able to use platforms to project both their visual and written messaging,
and customers are easily able to scroll through what the brand’s overall
image is. On top of that, this cultivated image helps increase brand
recognition. Once customers are aware of a brand, they are much more
likely to trust the company, and therefore turn to it over a lesser-known
competitor.
 Connection with Customers: The impact of social media in the
fashion industry has resulted in closing the gap between the brand and
the customers. Businesses who use social media to its full advantage
engage with customers by responding to comments on posts, hosting
giveaways, and even reposting photos or comments that customers
post (such as a photo of them wearing a garment from the brand, or a
positive testimonial). They can even use it as an extra form of customer
service by answering questions about products or directing customers
with complaints or requests to the right communication channel for
further assistance. Beyond that, social media can be used as a tool to
gather data from real customers, such as information about what they
want to see from the brand and what they are interested in purchasing.
 Increased Traffic: Fashion businesses that limit their digital presence
to their websites are doing themselves a disservice. Particularly with
lesser-known brands that are trying to break out in the market, they are
only reaching customers who actively go and visit their site, or potential
customers who happen to come across the brand through an internet
search. Through paid ads, engaging and interesting content,
partnerships with influencers and celebrities, and more, businesses are
able to reach a wider audience and stimulate growth in sales. With so
many consumers active on social media, it is vital to take advantage of
 the role of social media in the fashion industry to drive traffic to the
brand.
 Immediate Communication: Compared to traditional print ads, social
media allows fashion businesses to announce new products, sales and
specials, or exciting developments immediately to consumers, on their
own timeline. This means that loyal customers who follow the brand, as
well as potential customers who are targeted in marketing plans, will be
in-the-know about company happenings much sooner than with
traditional marketing tactics.
 Targeted Ads: Social media platforms allow businesses to create
targeted ads that are catered towards a certain demographic. For the
fashion industry, that means brands can direct specific ads towards a
select group of potential customers that are likely to buy the products
they are showing. This can be done through internet cookies, which
advertisers can track and then use to send appropriate advertisements
to the right audience.

How Fashion Businesses Can Use

Social Media to Leverage Success
The growth of the role of social media in the fashion industry over the years –
and the benefits that come along with intelligently using different platforms – is
remarkable. Fashion brands that want to be competitive and financially
successful need to use social media in order to optimize their marketing
capabilities. While there are a variety of strategies and techniques businesses
can follow when implementing a social media plan, these are a few tips that
allow fashion brands to bolster the power of different platforms.

 Post Frequently: Whether a business is on Facebook, Instagram,

Twitter, or another popular social media platform, it is vital to post on a
regular basis. By falling off the wagon when it comes to posting content,
customers can lose interest in a brand (or even forget that they exist
altogether). This can drive potential customers to competitor brands that
are on top of their social media strategy game. In order to stay
competitive and continuously engage customers, it is important to
create a regular posting schedule.
 Post Varied Content: Fashion businesses should focus on posting a
variety of content to stay interesting to customers. Businesses should
consider posting information about the brands mission, initiatives the
company is taking, features on certain products, announcements about
 upcoming products, sales, and specials, behind-the-scenes looks,
lifestyle content, and anything else that allows for a well-rounded look at
the brand. It is also smart to post both photos and videos to stay varied
with the style of content.
 Create a Cohesive Branding Message: Social media platforms allow
businesses to project their brand to customers, especially when it
comes to highly visual and scrollable platforms like Instagram or Twitter.
In order for customers to connect with the brand and understand the
overall messaging, it is important for fashion businesses to create a
cohesive visual and written message. When they click on a brands
profile, they should get an immediate impression of what they brand
stands for. With these platforms, it becomes more than just selling items
of clothing – it is about selling and image and a lifestyle.
 Engage with Customers: As mentioned, the role of social media in the
fashion industry has led to a smaller gap between the customer and the
business. It is important for businesses to take advantage of this digital
proximity to customers by engaging with them where possible. This can
be done by liking posts, responding to comments (even when they don’t
require an answer), and even reposting images customers have posted
on their own profiles (with permission). This engagement will help
customers feel more connected to the brand, and as a result will boost
their loyalty and likelihood to purchase products.
 Pay Attention to Different Features: Many social media platforms
offer more than just the ability to post content to a timeline. For
example, Facebook and Instagram both have stories and live videos, as
well as their own versions of online “marketplaces” where businesses
can link to products. Businesses should explore these different features
and engage in them regularly so that customers will have more
exposure to the brand while scrolling through different platforms.

https://thefashionetwork.com/social-media-in-the-fashion-industry/