The fashion industry finally convinced of the power of SNS as a marketing tool

Social networking sites such as Facebook and Twitter have an enormous user base. More than 400 million people are active on Facebook and almost 5,4 million have a Twitter account. Because of these massive user numbers, companies can benefit from using these social networking sites as part of their marketing mix. Macala Wright Lee, CEO of FashionablyMarketing.Me, distinguishes between 5 ways in which the fashion industry uses social communities to develop digital marketing strategies to drive online sales and retail store traffic.

1. Getting cosy in communities

The fashion industry has been sceptic for a long time about their presence on social media. They didn’t know how they could benefit from it, and they even feared it would damage the brand. However, in recent years their attitude has changed and now almost every brand is present on several social communities. By using Facebook and Twitter, brands can easily monitor consumer sentiment and provide real-time customer service.

2. Creating niche communities

Brands aren’t just present at the most well-known SNS, they are now creating their own communities or sponsoring a niche fashion community. In this way the brands establish a more personal relationship with their (potential) customers. Moreover it has been proved that the users of these niche communities are more likely to become loyal customers. This is of course of great importance for all brands.

3. Embracing mobile apps

With the growing number of smartphones, more and more fashion brands are building a mobile application to address their customers. These applications provide the users with style tips, videos of fashion shows, articles with fashion news…

4. The rise of style bloggers

In 2009 the influence of fashion bloggers was bigger than ever before. One of the most influential bloggers at the moment is Tavi. This 13-year-old fashion wonder child even got a front row ticket for the Dior Spring 2010 show. Her appearance was discussed in great detail in the traditional fashion magazines, not only because Tavi is a truly remarkable girl but because the huge bow in her hair blocked the view of Paula Reed, fashion editor of Grazia. This anecdote shows that brands are increasingly choosing to communicate via bloggers instead of via the traditional media.

5. The impact of user-generated content

User-generated content is key to social media and fashion. A lot of fashion companies have picked up on this trend and now use online competitions to interact with their customers.

Macala Wright Lee predicts that the 5 trends mentioned above will continue in 2010. The fashion industry will continue to market their brands via the social media. That’s why I’m convinced our internet start-up RateMyStyle will attract a lot of partners and will be a highly profitable SNS in a few years time.

(http://mashable.com/2009/12/21/social-media-fashion/)

(http://www.styletoday.nl/2010/02/02/fashion-editors-zijn-front-row-‘amateur’-bloggers-zat/)

Pinko introduces Store Stylist

The Italian clothing brand Pinko has brought online shopping to their stores.  At the beginning of 2010, they introduced a new virtual application to serve their customers: the Store Stylist. This new electronic device gives fashion advice by combining each article of clothing with other pieces of the collection. Moreover, customers can watch the fashion show, as well as the look book and the campaign pictures, starring top models such as Naomi Campbell, Eva Herzigova and Erin Wasson. At the moment, the Store Stylist features over 300 looks. Moreover, a renowned Italian fashion stylist adds new combinations every month.  Since February 2010, Belgian Pinko-lovers can test the Store Stylist in Antwerp. Time for a shopping trip!

Anonymous. “Virtueel shoppen.” Metro 26 Feb. 2010: 8. Print.

THE fashion gurus are returning to Belgium!

After a brief visit last May, the styling icons Trinny Woodall and Susannah Constantine are coming back to Belgium. In their new show “Trinny & Susannah: Missie Vlaanderen”, they visit five Flemish cities ( Leuven, Sint-Niklaas, Mechelen, Oostende and Tongeren) to help some more desperate ladies by giving them fashion advice. (check the dates at the Vitaya website)

Given the overwhelming success of their first visit to Belgium, there is no doubt a lot of women have already marked the dates in their diaries. But for the ones that will not be able to make it to these high days of fashion, there is no need weeping over it, as in just a few months time, fashion advice will always be available for everyone at our website ratemystyle.