Social media and the fashion world have quite the relationship. Once relegated to blog posts about where to find the most chic garments, the newest partnerships involve both industry juggernauts and brave new startups using social media to impart fashion tips, connect with consumers and opine the benefits of fashion accessories like the eyelash comb or magnifying mirror. Here are the most salient examples of this new merger:
Victoria’s Secret | Facebook —The lingerie and women’s fashion retailer has attained 17 million Facebook likes, one of only four fashion franchises (along with Burberry, Gucci, and Dior) to pass the 5 million mark. Their almost-overkill Facebook presence also offers customizable page tabs and rewards for active ‘fans’, such as free ‘like this’ panties. Victoria’s Secret also wages aggressive YouTube and Twitter presences. On Twitter the brand is very active with it’s “Pink” brand extension and is a case study in using Twitter as an interactive brand-friendly conversation. Not surprisingly, Victoria’s Secret has also been very innovative in promoting their webpage through QR codes.
Levi’s | Instagram—The American clothing company known for its denim jeans has made a social media stir recently for utilizing the hip photo-sharing app Instagram. By encouraging users to upload images of themselves wearing their garments, tagged with an #iamlevis hashtag, Levi’s seems eager to tap into tech-savvy fashion niche that typifies a massive and diverse hipster demographic. It’s a laudable effort to combine social media, crowdsourcing, PR, and online branding.
Marc Jacobs | Foursquare—The influential American fashion designer, who was listed in Time Magazine’s 2010 ‘Most Influential 100 People In The World’, recently spearheaded an innovative Foursquare campaign that offered fans “Fashion Victim” badges that they could use to get Marc by Marc Jacobs Fashion Week tickets in New York City. Acquiring the badge required fans to follow the trail of tips left at Jacob’s favorite Foursquare hotspots.
New fashion startups | Social Media Frenzy—Not only is fashion one of the more trafficked niches on fashion blogs like Coach, social fashion networks on the rise. Lookbook.nu is a fashion and youth culture website that integrates Facebook, Twitter, and Tumblr. Other similar fashion networks include Chicopia, Fashism, The Coveteur, Rookie, and Moda Operando, all of which seek to connect fashion lovers to hip, vibrant communities of like-minded people and media sources.