This article is written by a student writer from the Her Campus at Oxy chapter.
It is clear that we live in a world today where social media is everywhere. It has become an invaluable tool with endless uses; to stay in touch with friends near and far, share pictures, find deals, read reviews, keep up to date on the news, follow celebrities, trends, and so much more. Our dependency on social media has sparked world-wide changes for advertising and the fashion industry is certainly not exempt. In 2013 we saw the fashion industry really start to collectively embrace and incorporate all social media platforms. However there were a few brands that stood out and really took advertising through social media to another level, and they acquired the online followers and shoppers to prove it. Here are some of the fashion world’s leaders, achievers, and innovators brands on the worldwide web in 2013, and their strategies that lead them to success.
POLO RALPH LAUREN
In October of this past year, Polo Ralph Lauren produced a series of nine 15-second videos on Instagram as part of its “Polo Ralph Lauren Survival Guide.” Claimed to be shot entirely on an iphone, the series of videos shows how to do various outdoorsy activities like pitch a tent and catch a fish. These series of videos were so successful because they were quick, entertaining, and adventurous and also effectively captured the essence of the new Polo collections (the Explorer’s Club and Country Gentleman) and of course showed off some of the new pieces (amidst gorgeous natural backgrounds).
Also instagramming and tweeting sneak peeks of the Ralph Lauren-designed outfits Team USA will wear for the opening and closing ceremonies of the 2014 Olympics in Sochi certainly did not hurt their presence on social media!
VICTORIA’S SECRET
Victoria’s Secret sure does show a lot of skin in their advertising, and we all know that sex sells, but they also knows their market and how to appeal to it as well. Their use of Facebook this past year was also very effective. Out of all social retailers Victoria’s Secret produced 45 out of the top 100 Facebook posts (posts with the most likes, comments, shares) between January and March of 2013. Between Victoria’s Secret and Wal-Mart, they made up about 75% of all top Facebook posts! By posting frequently and often including promotions, discounts, and responding to customer’s posts and reviews Victoria’s Secret maintained a vast and loyal following and acquired much more media attention during 2013.
VANS
One of the reasons VANS is so successful in social media marketing is because they are able to embody an exciting, “cool” lifestyle that appeals to youth and young adults alike. They do so through event sponsorship and partnerships with musicians, and it works well. For example in June of 2013 VANS partnered with Orion Music & More music festival to produce a huge skate ramp and bring Metallica to perform. Metallica tweeted about the upcoming performance, and the VANS skate ramp, reaching his almost 2 million followers, as well as VANS followers, and in general attracting tons of media attention to both the artists and the VANS brand.
BURBERRY
Without a doubt Burberry dominated social media this past year. By introducing interactive digital campaigns Burberry was able to gain worldwide, online attention for their brand, and also step forward in a new light and prove themselves to be still relevant and appealing to the successful, young and old luxury brand consumers. One of their most successful campaigns this past year was Burberry Kisses (for which they partnered with Google) that enabled users to send letters sealed with a virtual kiss anywhere in the world!