Effects of Fashion on the Individual
Helps determine self identity
Helps relay a mood
Canvass for displaying interests, opinions, logos brand names
Send a message
Consider the popular TLC show What Not to Wear
This show is geared towards giving the average women a fashion makeover in
order to match her fashion with her personality
Helps find and define her identity
Fashion helps to obtain optimal identity performance in the workplace and in
Offers fashion tips to help dress different body shapes while wearing clothes that
best define you as a person
Identity can be expressed through fashion!
Technology is everywhere in Fashion
Videos, Podcasts, Blog postings
Trend, concept and mood boards
Technology is everywhere in Fashion
Technical Specification sheets
Costing and Markup Sheets
Store Layout and Design
Product Development and Merchandising Database Applications
Virtual Fashion Design and Merchandising
Social Media used in Fashion: Trends
Fashion icons- active users of social media sites such as Facebook, Instagram,
Twitter and Tumblr create a platform for exposure of clothing by fashion designers
Live social streams during live streams of runway shows- many designers are
adding social media streams to live stream shows to allow others to view the
opinions of others
Fashion Apps- can be downloaded to a computer or mobile device to allow one
to follow favourite designers, express favourite styles and help find different styles
i.e. Lyst (create your own store) Polyvore (internet-based trendboard),
VisualRetailing (visual merchandising and retail execution applications)
New York Fashion Week Trends
One study from eBay Deals looked into data from five social networks during NYFW and
found more people are using social media for wardrobe advice, inspiration and the latest
trends. Top fashion accounts live tweeted from the shows and two brands, Badgley
Mischka and Bergdorf Goodman, co-previewed their collections exclusively on Pinterest.
Fashion-related tweets doubled from last year's events
Professional photographers made use of Instagram.
Fashionistas can keep track of events and viral moments through a live feed that curates
tweets and pictures from attendees.
Social Media On the Rise: Tweeting
There has been an astounding 357 % increase in sales from social traffic
compared to last year.
91% of e-commerce retailers saw a lift in their SEO rank thanks to social referrals.
Over the period of Jan.- June 2013, social traffic to e-commerce sites has created
a revenue increase of 17.8 %
30% of Twitter users begin thinking and tweeting about holiday shopping before
65% percent of consumers use social media to find the perfect gift for people.
Did you know?
Four in 10 social media users have purchased an item in-store or online after
sharing or “liking” on Facebook, Twitter or Pinterest.
Social media drives about equal proportions of online and in-store purchases.
Half of social media-driven purchasing happens within 1 week of sharing,
tweeting, liking or favoriting the product.
74 %of consumers rely on their social networks to make purchase decisions.
When it comes to sharing news about their online purchases, 55%of consumers
choose Facebook, 22% share on Twitter, 14% on Pinterest and 5% share on
Social Media drives traffic to retail sites
Facebook is the leader when it comes to driving social traffic to retail sites
(responsible for about 60 %) with Polyvore (20 %) and Pinterest (15 %)
Polyvore drives a higher average order value than Facebook, Pinterest and
Twitter combined. Polyvore’s average order value is $383, versus Pinterest’s
$199.16, Facebook’s $92.27 and Twitters’s $58.02.
While Twitter and Facebook tend to drive purchases of products people were
already researching or considering, Pinterest is more likely to drive spontaneous
Social-to-store purchases: Trends
When it comes to social-to-store purchase, discount retailers are the most popular
location for purchasing:
26% of in-store purchases from Pinterest were at discount retailers vs. 12% at
43%t of in-store purchase from Facebook were at discount retailers vs. 14 % at
Twitter and Facebook tend to drive technology-related purchases:
34 % of Twitter-driven purchases and 25 % of Facebook-driven purchases were tech or
What happens when you “like” or “pin”?
Drive e-commerce to the site, which generates social traffic and exposure
Support local store sales
Potentially increase store sales
Feel a sense of social belonging within the social network
Retailer issues with Social Media
Creating and maintaining loyalty- In order to maintain customer loyalty, retailers
and designers must make a conscious effort not to ignore social media
communications, and play an active role in engaging their consumers
Social Traffic is meaningful without sales revenue- Social traffic creates
exposure, which leads to an increase in sales eventually, but may not occur right
If you don’t use it, you lose it- once a retailer or designer participates in social
media networks and blogs, they must remain active members in order to increase
social capital and revenue (social media sells!)
Celebrity Involvement Never Hurts
Fashion shows, designers and products always gain huge exposure with celebrity
See Taylor Swift Performance at the Victoria Secret Fashion Show
Brings lovers of music, fashion and celebrity into one
Consider model Cara Delevingne
Supermodel, actress and fashionista
Uses social media to promote her brand which allows paparazzi to repost memes
She also has a video in which she is leading a group of models in Harlem Shake.
She was named Model of the Year in 2012.
Uses Twitter, Instagram (over 6 million followers) and Tumblr to display her
Fashion Icon for Topshop’s Autumn/Winter 2014 collection
How Social Media bridges the gap
With continuous growth and new innovations it’s easy so say Social Media
and Fashion have come a long way in a short period of time
What was once only available to a select class such as the rich and famous,
fashion- whether it be high end or a new and upcoming street designer, is
now accessible to anyone and everyone
Fashion shows, previews, collections and even interactive discussions are
being made available and even incorporating its consumers all thanks to
Front Row Seats- Online!
More and more Fashion labels are
using social media for not only
exposure, but inviting us to have
front row seats!
With its high demand, fashion
shows from around the world are
now accessible to everyone on
demand through various social
Front Row Seats- Online!
Most popular social media sites get involved with
fashion week and popular fashion shows, for
Pinterest- A popular photo sharing website that uses
pictures, videos and inspiration boards to post live
Twitter- Designers, Brands and attendees post tweets
of live, up to date footage and information at shows
Live Fashion Shows Online
Instagram- Uses pictures and videos to promote inspiration and exposure of
designers and brands during and long after fashion shows
Youtube- Brands and Designers can utilize this social media site to stream live
coverage of shows and behind the scene action
Check out Burberry’s Fall/Winter 2014 Collection here on Youtube and see for
Live Fashion Shows and #’s
Another way Fashion labels and designers attempt to get
their consumers involved and interactive with live shows if
through Hashtags (#)
The idea behind this concept is to not only engage the
audience but at the same time gain exposure
For example: #FashionWeek2014
Fashion and Social Media go hand-in-hand, that’s why fashion brands and
retailers have utilized the booming online social media world of over 1 billion
users, to gain exposure, interest and overall name for themselves.
More and more new and upcoming labels and designers are fast tracking and
obtaining exposure and interest through social media as opposed to the days
when it could take years to obtain that kind of recognition.
Brand Awareness continued…
For example, Burberry a high end fashion label once known
to be untouchable and almost illusive to the every day street
shopper, accumulated over 80,000 mentions during a 5-day
period of Fashion Week ast year alone.
Many other brands found themselves dominating virtual
conversation during fashion week as well thanks to Social
Media which in turn drove sales up
This type of exposure online continues to help the fashion
industry and to small scale designers thanks to its availability
#RunwayTrends to #TrendingTopics
Thanks to social media sites such a twitter,
Designers and brands are now able to use the
site to keep consumers updated about
upcoming trends, colours and news about the
This type of communication helps high fashion
to become more accessible, personable and
often works to engage customers and has been
proven to enhance a higher brand loyalty
#RunwayTrends to #TrendingTopics
One example of how this trend works in favour of the fashion lable is Victoria Secret
Victoria’s Secret launched the hashtag (#) #VSteeneybikini on Pinterest , Instagram and Twitter.
VS had approximately 27,000 followers on Pinterest and just over 20,000 of those followers used the
#VSteeneybikini and are following the Pinterest board.
Social Media in the Fashion Industry
Here is a great video that explains how the fashion industry uses social media to
connect consumer s