We are more impacted by what we see online than ever before, especially when it comes to fashion, as our reliance on social media is increasing and it gets more incorporated into our lives. Fashion used to be introduced to us through glossy magazines and catwalk shows. Fashion was kept exclusive through these regulated channels, which were chosen by magazine editors and designers. When we fast-forward to 2023, the situation is completely different.
We can practically become our own magazine editors owing to social media websites like Instagram, sharing our own sense of style with potentially millions of followers. Fashion is more fluid and participatory than ever before, transforming the way fashion firms connect with their primary audience, even though catwalks and glossies are still a part of the current fashion sphere.
A new market trend
Fashionistas no longer rely on the most recent edition of Vogue to inform them what’s in this season. It’s all about social media and how are online shops promoting their products this season? What night out outfits do all of your friends have on in their most recent tagged pictures? And what are the news feed bloggers and influencers talking about this month?
Due to the fact that many readers are aware of the editing that takes place behind each photo, magazines and advertising campaigns no longer have the same impact they previously did in the world of fashion. Peer recommendations are now more valuable and widely available than they ever were. We have all heard about the influence of word-of-mouth, but now that social media has made it possible for information to travel quickly across borders, its significance has increased. It is an evident fact that Instagram users follow at least one fashion account out of the platform’s overall user base.
The increase in online “likes” and “following,” which many social media users pursue, is most likely what causes the desire for peer validation. Today, many of us are accustomed to reading user-generated reviews before making a purchase. According to a study, 71% of individuals are more likely to make an online purchase if the goods or service has received positive reviews from previous customers.
Given this, it comes as no surprise that a large portion of marketing strategies for fashion firms are focused on Instagram and other digital channels. Even luxury brands, who traditionally avoided social media out of concern that it would devalue their reputation, are hopping on the online bandwagon.
How is Social media influencing the fashion market?
Fashion businesses can now communicate with their clients on a level that was previously impossible due to social media. Instead of using a runway display or print marketing campaign, Instagram has become a medium for fashion firms to communicate with their audience directly. With diverse bodies, skin tones, and fashion tastes, this motivates firms to consider “actual” people more. For fashion marketers, this has opened up a whole new universe. Instagram users may now make direct purchases over the platform. Products can be tagged by brands in their posts, which can direct viewers to a point of sale. Encouragement of individuals to take pictures of themselves wearing the garments is another effective strategy utilized by fashion businesses that are active on social media. Users occasionally also have the opportunity to be featured on the main page of their social media platform.
Role of a social media influencer
Influencer marketing is used by many fashion brands as part of their digital strategies because it is essential for spreading the word about their brand. Working with influential personalities, such as a blogger or user with a large social following, is known as influencer marketing. The goal is to raise brand recognition or affect the consumer behavior of a target audience.
From the consumer’s perspective, influencer content is similar to a recommendation from a friend. When we see someone we look up to or like wearing or utilizing a brand’s products, we are more likely to believe in it. As a result, we are more inclined to use or engage with that brand’s products in the future. Brand accounts struggle to portray this sense of community, and hence a third party is needed to legitimize the items for consumers. Thus, building these relationships does ultimately benefit fashion businesses, through greater visibility or sales.
We can see that social media has altered the way that fashion is perceived today. To spread the word about emerging trends and reach a larger audience, brands and retailers have turned to fashion influencers. In actuality, fashion influencers aid companies in giving customers an accurate view of their new products. Their contribution to raising awareness of these new products is therefore more significant than sponsored advertising. Our brand relationships are stronger than ever, and we are proud to talk about the names we adore in public. Who knows what the future may bring with the way Instagram buying has already altered the retailing of fashion?