Fashion And Social Media
Brands that are doing it right when it comes to using Social Media
The purpose of any marketing plan, social media included, is to grow sales and otherwise get more business. The Internet has revolutionized the fashion world, making trends more accessible and affordable for everyone, and expanding where and when we can shop. Social media has taken fashion a step further, encouraging discourse on designers and providing real-time feedback on the looks that work, and the ones that don’t.
Facebook’s extensive list of features lets users comment on, post and share their favorite outfits and accessories with just a few clicks, anytime, from virtually anywhere. This social network has proved itself to be popular with savvy social shoppers for its fashion-forward Facebook Pages.
Here are 9 Brands that use photos, apps, and fan discussions for maximum impact.
1. Rue La La
Rue La La is one of the many invite-only shopping sites that are becoming increasingly popular on the web. They feature high-end designers at discount prices and hype their sales with previews, emails and Twitter () teasers for days before—all leading up to prices that are 50% or more off retail.
The catch? You need to know someone to get access to the savings. Some sites charge, and while Rue La La is free, it still requires an invite code. Becoming a fan of their Facebook Pages not only gets you in, but provides you with insider tips on how to best shop their sales and advance notice of upcoming designer deals—important information when people can swipe items out of your cart up until the last second.
ideeli is structured a lot like Rue La La, but they offer steeper discounts on more pricey pieces and designers (think Gucci versus Guess), as well as giveaways on super-luxe items like a custom-designed dress or $1,200 clutch.
You can gain access to invite-only ideeli through their Facebook Page; you’ll also receive lots of fashion tips and reminders about events through their Twitter feed, which is pulled into their Facebook news feed. Their focus isn’t so much on the savings as how and where a sale fits into today’s fashion, making this a great Facebook Page for following trends while sticking to a budget.
Hautelook has tons of great deals, with the added bonus of a decidedly less snooty air than many other invite-only shopping sites. Their brands are on par with similar sites, and the discounts are just as deep; they also seem to have a bigger stock of items and never run out right as you’re about to purchase.
The Hautelook Facebook Page is a testament to their commitment to fashion, with 278 photo albums of designers they carry and tons of Notes and Updates about upcoming sales, including reviews of the item to help you decide if a deal is worth it or not. They love finding a fashionable bargain, and it shows in the amount of content they post to Facebook. But be warned, their excitement over clothes is contagious and could make you spend more than you planned.
For “The Look”
I’m a huge fan of Lord & Taylor both online and off: they’ve got all the best brands, more promotions than I know what to do with, and clearance racks worth digging through to discover $6 designer t-shirts marked down from $100 (true story).
I was pleasantly surprised to discover that their Facebook Page did not disappoint, particularly as a department store uniquely set up to deliver “the look” as well as the means to purchase each piece. Sign up for all kinds of savings (they’re offering 20% off almost everything right now) that you can use on nearly every brand you can imagine; I’ve scored countless pairs of designer jeans dirt cheap here. Bonus for you marketing geeks: they also showcase their amusing email advertising that highlights the most of-the-minute items.
5. Hudson Jeans
I’ve always loved the fit of Hudson jeans, but as a brand, they often get lost in the shuffle and seem to take a back seat to more status-symbol types of denim. But they are surprisingly into social media and really understand that jeans are more than pants; they’re part of an outfit, and often exist to make something else look better.
Their Facebook Page takes a sort of niche market product and makes an amazing fashion statement with tons to look at and loads of exclusive content, all packaged in a clean, cool design with a few funky details—just like their denim. They do a phenomenal job of showing how to rock your jeans for different looks, and blog about cool trends and styles they love, including, but not limited to, denim.
WhoWhatWear.com is a fantastic blog that dishes about what all the celebrities are wearing, and tells you how to get the look for yourself, in a way that looks great and is affordable in the real world, not just the runway.
Becoming a fan of their Facebook Page is a great way to get your daily dose of fashion inspiration at a glance, updated throughout the day on a site you visit frequently anyway; their miniaturized blog posts are uploaded as uber-adorable Notes.
Coach has been hard at work to revitalize their brand with fun-loving patterns and prints that maintain the same high quality standards of their core line of leather goods. They’ve embraced color and branched out into funky flip-flops and oversized shades to appeal to younger customers who want well-made accessories that are worth the price tag.
To fully realize their revamp, Coach turned to Facebook, and their Page is a testament to their commitment to their customers and the quality of their products. Fans are privy to awesome updates and unique previews, as well as special offers and sneak peeks at new lines. The result is a fun, colorful Page that works with Facebook instead of against it and provides real value to Fans.
I love Heels.com for their fresh approach to foot fashion, and because they’re open to letting people blog for shoes. They’re active on Twitter and have more brands and search options than you can imagine, making it impossible not to find the shoe you desperately need (or just want).
I hate generic Facebook Pages, but if you’re looking for straight up shoe porn, check out the generic High Heels Page. However, if you want a place to actually buy shoes and get updates as soon as new designers come in, check out the Heels.com Facebook Page. They’ve got their own collection of shoe porn, as well as fun blog posts, and an obvious passion for shoes that they’ve matched well with social media.
The Purse Blog is a must-RSS for any bag-obsessed female; they’ve got oodles of purse porn, handbag reviews at every price point and oodles of contests and giveaways.
Fanning their Facebook Page ensures you’ll never miss an alert about a sale or giveaway, and always stay on top of the latest trends and celebrity bag sightings. Hints abound about upcoming contests, and the discussions and fan photos provide an outlet for showing off your latest arm candy.
Bonus: Fabulous on Facebook
I wouldn’t exactly call Threadless fashion-forward, but their t-shirts are definitely funny and their use of Facebook deserves at least some mention.
As any good fashionista knows, admiring outfits online often turns into actual shopping, and quite quickly; Threadless () has made this even easier by incorporating ecommerce shopping cart functionality right into their Facebook Page. And any fashionable Facebooker can see the potential in that.
Express’ Facebook Page caught my eye not so much for its fashion sense—although I do love their clothes—but for their great use of Facebook. They’ve done an amazing job of engaging customers, on both Twitter and Facebook, and everything fits so well with the brand and style of clothes.
Their Facebook Page has a clean design that mimics the look of the website and feel of shopping in the store with a great use of space and integration of clothes through photos and videos. It’s a definite fashion “do” for Facebook Pages.