How Social Media Affects Fashion Week

Since the evolution of social media, Fashion Week changed from being an exclusive event for only the most important fashion people to a world-wide easy accessible one. These days, many designer brands show behind-the-scene videos and pictures on Instagram but especially on Snapchat. Take Stella McCartney for example. She adds behind-the-scenes to her Snapchat story like this picture below which shows Kanye West and Father Paul McCartney backstage.

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Rebecca Minkoff, goes a step further by snapping short videos of the collections before the runway show starts. Since 2013, subscribers have been watching pieces, minutes before models hit the catwalk.

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In a tweet, Minkoff announced to add the brand on Snapchat to get a glimpse of her latest fashion pieces. Read more on InStyle. Models, like Taylor Hill present on Snapchat how they get their catwalk make-up done backstage.

Also, famous fashion and style bloggers make it easier for followers to see pictures and to get information about Fashion Weeks during the event. Since those posts have been made, everyone craved for collection pieces immediately while or shortly after runway shows. Thus, the see-now, buy-now fashion model emerged. Burberry was one of the first fashion brands that started this experiment in 2010. Today, almost every brand has implemented this model.

Read more about social media and Fashion Week on Pop Sugar.

Nowadays, everyone can be a part of all the Fashion Weeks that take place thanks to social media. We are live and even backstage but still virtually with our smartphones. I would not say that social media makes Fashion Week obsolete but it is a chance for luxury fashion brands to make more sales and to be ahead of fast fashion brands like Zara, H&M and Co. (ML, 6:45 PM)

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Is There Still A Need For Vogue And Co. In The Age Of Digital Media?

It is nothing new to hear that the fashion publishing world struggles in the age of digital media. Runway shows used to be taken place twice a year for editors and buyers only, who reported about the upcoming fashion trends to readers as well as customers and decided what pieces will hit the stores. These days, many hyped fashion and style bloggers are invited to runway shows. Moreover, shows are live-streamed today. Therefore, the influence and power of magazines has been diluted.

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With today’s technology, fashion has become more democratic. Fashion magazines are no longer the holy “fashion bibles.” Instead, fashion Instagrammers and bloggers show consumers a different way how to get information about latest trends which also changed how people consume fashion today. However, magazines would not disappear since people still liked to have something tangible in addition to the online word according to Bronwyn Cosgrave, former features editor at British Vogue. The secret to survive in fashion publishing is diversification. Magazines must become omni-platform businesses. Vogue Festival is a good example of this strategy. It is a unique event where some of the biggest names in the fashion industry come together for discussions.

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Diversification also means that magazines need to become more heterogeneous in content in order to survive. Glamour for example, will report about “The Instagram Issue” in its August issue which is a step towards digital content in fashion print.

Read more about fashion publishing in the digital age on The Guardian.

What do you prefer? Reading fashion news online or do you like to have an actual magazine in your hands, sitting down in a park, a beach or the subway? Magazines will definitely not die but need to create a better seamless line for readers. It can be recognized that Snapchat is a useful tool for magazines. Editors create funny story lines about the latest celebrity gossips, fashion news as well as personal life issues. Since digital fashion matters, magazines need to report about those stories in their print versions as well. I came across a very interesting future approach of Jefferson Hack’s digital publishing trial. Watch a video of this in the side bar. (ML, 6:27 PM)

Social Media Strongly Influences Today’s Purchase Decisions

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These days, social media has become an important element in the business world. Sprout Social found out that 74 % of shoppers decide to purchase products and services based on social media. Thus, it is a very lucrative tool to plan and execute marketing strategies in order to generate more sales. Let us take a closer look what determines this influence:

There are multiple influencers that count thousands, even millions of followers on Instagram, Twitter, Snapchat etc. Brands get highly attracted by those strong web personalities as they can significantly influence followers/ customers buying decisions while promoting several products. For example, a fashion blogger posts her new statement necklace gifted from a jewerly company on Instagram. In her picture or story, she wears this necklace and states how cute and trendy it is right now. She also mentions what advantages it brings along. Often, promotional codes like the name of the blogger, are used for products that guarantee discounts. Also, brand names will be mentioned in pictures and captures of bloggers. PwC’s total retail survey 2016 proves that 45 % of global interviewees agreed on the fact that reading comments, reviews like the example of the statement necklace and feedback would influence their purchase decisions. Every brand must carefully consider what type of influencer fits with its philosophy.

Another important influencing factor includes online and offline reviews from family and friends. 80 % of consumers are likely to buy products suggested from family members and friends. Brand- and product-specific hashtags often help companies to get attention and more website traffic. Daily posts and best quality pictures are key factors to gain followers on social media. A brand’s ultimate goal is to appear in the popular news feed section of Instagram. Using keywords to optimize search engines on social media is easier for smaller brands. Famous brands appear on the top of Google’s search engine.

Read about the full article on Social Media Week.

A strong social media presence helps brands to inform followers about the latest products and news. Especially, start-ups and small brands need to put a lot of effort into successfully sharing content on all platforms. Very well-known brands automatically gain and have many followers, likes and comments. A key tool that often leads to purchases is the linkage of product pictures and “shop now” buttons that directly navigate followers/ customers to the brand’s online shop. (ML, 10:32 PM)

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