By: Brittany Lee, Sales Planner
Social media’s immense impact on fashion brands cannot be understated. Consumers are now front row at the runway, right next to Anna Wintour (well, practically…sometimes).
Today we can’t even contemplate life before smartphones and social media connections. Where is the first place we turn when something newsworthy happens – like spotting the famous Chanel hula hoop bag?! Social media of course!
With Kinetic Social’s NY office located smack dab in the middle of the famous Garment District, it’d almost be wrong for us to not talk about New York Fashion Week. As the Mercedes-Benz Fashion Week comes to an end, social media has proven to be the best way to become a part of the glamorous events- even without the elite status.
Social is the new “all-access pass”
The beauty of filtering hashtags has given the public a way to find thousands of photos and videos from attendees inside the week-long affair, wherever they might be. As a young girl, I remember only being able to see glimpses of Fashion Week through magazines – a week after the event. Social media content now gives us the ability to experience Fashion Week in real time, feeding us looks just seconds after they’ve debuted on the runway. Instead of the public being limited to the outfits that magazine editors believe stand out, social media gives fans the power to determine their own favorites and personal opinions- enhancing the brand-to-consumer connection.
An example of the intersection of social and fashion comes from one of today’s most established handbag designers: Rebecca Minkoff. She asked her fans, otherwise known as “Minkettes,” to enter her ultimate style contest to win two tickets to her SS13 show at NYFW. To enter, consumers were asked to Instagram a photo showcasing how they styled their RM. Minkoff took this as an opportunity to connect with her fans on a personal level, seeing how they personalized their RM fashion.
RM had such a great response from fans that they decided to extend the contest to two other popular social media platforms: Facebook and Twitter. The contest created great traction and increased the designer’s fan base significantly just within the week-long time period.
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Social media allows us to feel like we’re part of the action at Fashion Week. The interaction these platforms provide is remarkable. I’m excited to see what Fashion Week designers will come up with next to enhance the insider experience – for all of us. Now off to London, Milan and Paris (at least online!).
Check out the Fashion Week Dates!
Kinetic Social is a social advertising technology company that helps clients navigate the social landscape with cross-platform solutions to complex campaign challenges, all connecting back to that core idea of one-to-one customer engagement at scale.