The Victoria Secret Fashion Show is one of the most anticipated and popular fashion shows in the world. Both men and women tune in to the show to see the attractive models and the well-known artists who preform. This year’s show was filmed November 13 in New York City. The show will not air to the public until December 10th but we were able to get a sneak peek of the outfits and some behind-the-scenes action on various social media sites. The VS angels tweeted multiple pictures of them getting ready along with photos of the after party. Social media has allowed consumers and fans of certain brands to feel as though they are getting a front row seat at the fashion show. It is obvious that not everyone has the means or ability to attend a fashion show of a designer they love. By giving the consumer these behind-the-scenes peeks, it allows the consumer to feel as though they are involved in the show even though they are not present at it.
The VS Fashion Show isn’t the first fashion show to include social media. Back in September, the Mercedes Benz Fashion week kicked off. However, the designers got the show started early. Pinterest for example, launched a fashion week hub. One of the designers featured was Michael Kors, which gained 90,000 followers even though the show was for another 5 days. These social media tricks are extremely useful and not just in the fashion industry. Some of the tips from the industry’s best social promoters can be helpful when trying to increase your businesses social media presence.
- Pictures are worth 1,000 Tweets.
- Tailor your message.
- Tell a story about your customers’ lifestyle
- Party with fans.
- Be yourself.
- Online is the new offline.
At first glance, it might be hard for people to make a connection between fashion and social media. And for a long time, it appeared that fashion was the exception to the rule. However, now it is obvious that brands, designers, and fashion houses are using various social media platforms. The fashion world is capitalizing on social media to help diversify their brands. Some of the new social media fashion ventures that have recently taken off are Instagram-inspired editorials, Social media-sourced models, low-budget couture editorials, and inspirational Instagram lookbooks. One of the more interesting ventures is the social media-sourced models. Diesel turned to a social media site called Tumblr to find some models for a new campaign. They urged people to submit images of themselves and then after they picked 20 models, the campaign ran in an issue of Vogue. This is just one way that social media is helping the consumer and the fashion designers/brands interact with each other.
Although social media sites such as Facebook and Instagram are great platforms for fashion there are now certain social networks that are specifically for fashion. These sites may be the new way brands and designers start to reach their consumers in their environment. These sites can help people meet others that are deeply interested in fashion and new trends. Chictopia, Polyvore, Tumblr, Kaboodle, and Twitter. “Fashion is not just about magazines and pretty pictures any more.” It is important for fashion brands to engage their audience in new and inventive ways.
Even though social media has many positive advantages, if used wrong or carelessly it can have negative side effects. Eva Chen recently learned this lesson. Chen is the editor-in-chief for Lucky magazine. She has quite a large Twitter and Instagram following. Up until her recent sneak peek of the December/January issues cover, the feedback of her work had been extremely positive. Chen is not stranger to social media. She uses it frequently and shows her followers her favorite beauty products and clothing. Yet when she Instagrammed the cover of Lucky magazine featuring Kerry Washington, she wasn’t receiving much admiration. Some of the comments were “How did they maker her look so bad???”, “This is literally the worst cover I’ve ever seen and I’ve been a subscriber since the beginning.” There was the occasional positive comment but they seemed to be few and far between. Chen took the negative feedback in stride however. She stated that she knows when using social media that anything posted is then up for debate and conversation, which she sees as a good thing.
An ex-Gucci executive spent a decade helping the world’s most successful fashion and retail brands maintain their edge. Enrico Beltramini is a venture investor and is now a managing director of Fashion Tech Accelerator. Fashion Tech Accelerator backs and advises startups who are involved in design, manufacture, sales and promotion of clothing, accessories, etc. Beltramini talked to Venture Capital Dispatch about what he considered were the biggest mistakes fashion entrepreneurs were making. Some of these he discussed were “without historical fashion experience, fashion-tech entrepreneurs inflate their perception of the potential impact of technology on the industry. Fashion tech is more than combining a skirt and a digital device. There needs to be an understanding of how the end product will dramatically improve a customer’s life. We advise companies to balance focus on customer experience, revenues, products and margins rather than hypothetical disrupting effects of technologies.”